Social Media and Mobile Technology in Hospitality Business

Added on -2020-02-05

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E – TOURISM“Critically evaluate the development of Social Media andMobile Technology in Hospitality Business”
ContentsIntroduction......................................................................................................................................3Literature Review............................................................................................................................4Social media and hospitability.....................................................................................................4Mobile technology and hospitability...........................................................................................5Social media tools and their application to hospitability industry...............................................6Case study........................................................................................................................................8Current social media presence.....................................................................................................9Discussion......................................................................................................................................10Development of social media strategy for Red Carnation hotel....................................................11Conclusion.....................................................................................................................................13References......................................................................................................................................14APPINDEX....................................................................................................................................16
IntroductionIn the present era, technology has become an integral part of day to day life andorganizations are using information and communication technology (ICT) to improve theirbusiness practices. The development of Social Media has positively influenced the way ofoffering services within hospitality industry and it provides an effective platform to engage in theactivities of marketing. Within today’s dynamic business environment, it become crucial for theorganization to focus on improving services to end users, along with the quality of businessprocesses (Zeng and Gerritsen, 2014). Here, Social media is long been argued to be an effectiveplatforms for small and medium business to integrated their marketing. The use of social mediaplatforms infuses a mix of advertisement, public relations, sales promotion that enable hospitalityorganizations to create influential messages to attract target customers and to encourage guests tovisit hotel. On the flip side of a coin, mobile technology has seen with an incredible growth in allareas of business which enable hospitality companies to make improved offering to guests andattract them towards services. The growth of mobile technology is supported by a phenomenalgrowth in adoption of tablets and smart phones. In this aspect, mobile presence has becomecritical for hotels as social media presence (Hvass and Munar, 2012). The present study is focuson critically evaluating the development of Social Media and Mobile Technology on HospitalityBusiness. The major part of this report includes literature review that is going to present theinformation about the role and development of social media and mobile technology onhospitality business, along what their importance in business. For the completion of presentreport, a leading medium size hospitality organization of UK namely “Red Carnation Hotel” istaken into consideration. Furthermore, this report is going to discuss about current social mediapresence of cited company as well as its important of business development in which respect acritical discussion is made. On the basis on an analysis, social media strategy is designed for thedevelopment of Red Carnation Hotel.
Literature Review The section herewith is going to conduct a secondary investigation for which varioussources of secondary data collection are used. To collect information various sources such asbooks, journals and online articles are being used. It includes the findings of the studiesconducted by various authors in regard to the use of social media and mobile technology withinhospitality industry. Social media and hospitability According to the words of Elefant (2011, p. 4) Social media mentioned as a phrase thatdescribes technology to facilitate interactive information along with user-created content.(Elefant, 2011). The social media tools are Wikipedia, Facebook, YouTube, and TripAdvisoretc, which are used to facilitate promotions of hospitality businesses. The investigation carried out by Starkov and Mechoso (2008) found that socialnetworking sites are putting unique implications for the hospitality industry and helps indeveloping a unique platform to attract target customers. Use of these sites provide an effectiveplatforms to generate, monitor, and evaluate reputation and goodwill of business. The author hasfurther said that online consumer-generated content is perceived to be highly credible andreliable, in case, it is posted on reliable social websites. The business entities are creating theirimages at social media platforms by using SNS and associated tools (Starkov and Mechoso,2008). To the view point of Kasavana, Nusair, & Teodosic (2010) the participation on onlinecompanies in online social networking is witnessed to be cost-effective and an effective way tointeract and engaged with potential clients. Participating in social websites, the businesses candirectly access the response of active users without. The social sites are easily accessible andattracts business to get engaged with target customers in a unique way. The author found that thehotels in today’s era along with other hospitality business holders such as restaurants andtravelers are entered in social network space. This has been brought out by the author thathospitality businesses has been proactively interacting with their guests, in the way by comingwith innovative customized solutions and use of social networking so as to prompt customerservice (Kasavana, Nusair, & Teodosic, 2010).

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