Role of social media in hotel Industry

Research Proposal
(Role of social media on hotel
Industry)
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TITLE: “Role of social media in hotel Industry”
INTRODUCTION
Background of research
In current business environment, social media is highly popular among organisations as
this helps in promoting the business effectively and attracting more number of customers that
ultimately enhance the productivity of company. Social media is a digital tool that enable
businesses to develop and share content with huge number of people very easily and quickly. It
includes application and websites which are formulated to enable individuals or businesses to
share what they want efficiently, quickly and in real time (Chung and Koo, 2015). Use of social
media in businesses help in increasing brand awareness, humanize the brand, increase website
traffic, boost sales, generate leads etc. Hilton is one of the well-known full service hotel and
resort globally and is the flagship brand of multinational hospitality organisation of America. It
provides high quality products and accommodation services to customers according to their
needs. This investigation is based on the topic “To assess the role of social media in improving
profitability of hospitality organisation. A case study on Hilton Hotels and Resorts.” The aim and
objectives associated with this investigation are provided below along with research questions
and significance of performing this study.
Aim of research
Aim of study is “To assess the role of social media in improving profitability of hospitality
organisation. A case study on Hilton Hotels and Resorts.”
Objectives of study
Objectives in relation to this study are as follows:
 To understand the concept of social media and its significance for hospitality business.
 To determine the advantages and disadvantages of using social media for hospitality
business.
 To assess the role of social media in enhancing profitability of hotel.
 To identify the challenges that a hospitality business face of using social media.
Research questions
Research questions of this particular study are mentioned below:
 What do you understand by the concept of social media and its significance for
hospitality business?
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 What are the advantages and disadvantages of using social media for hospitality
business?
 What is the role of social media in enhancing profitability of hotel?
 Which are the challenges that a hospitality business face of using social media?
Significance of research
The topic on which this investigation is based is “Role of social media in hotel Industry”.
Performing investigation on this topic is highly significant for the investigator as it helps in
understanding the social media concept along with its significance for hospitality business. It
also assists in determining the different advantages and disadvantages that an organisation get by
using social media and the role it plays in improving profitability of Hotel. Apart from this, this
investigation also help investigator in determining the challenges that a hospitality organisation
face while using social media in its business (Gautam, and Sharma, 2017). The investigator gets
in depth knowledge of the topic by performing this investigation which is beneficial for the
company to make appropriate use of social media in improving the profitability of business.
LITERATURE REVIEW
The concept of social media and its significance for hospitality business
According to the perception presented by Dollarhide. M., 2019, social media is
considering as a computer based technology which support in sharing of information, thoughts
and idea by building up a virtual community and networks. The social media is originated with
an aim to provide a way for interacting with the family and friend virtually but as it gets
popularity within the society it further started using as a medium for performing business
operations by using it as a platform to maintain a direct interaction with customers. The social
media concept has also get popular within the hospitality sector too where customer is being
approaches with the help of performing promotional practices in term of making people aware
about several deal and offers that help in making them decision about taking services (Social
Media, 2019). The social media platform holds a significant role within the growth and success
of hospitality business as it allows the hospitality businesses in interacting with customers,
broaden the market base and take feedback from the customers in order to alter and improve the
services as per eth requirement of target market.
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