Importance of Social Media Marketing in Hospitality and Tourism: A Case Study on Red Carnation Hotel

DEPARTMENT OF
TOURISM, HOSPITALITY
AND EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Literature Review........................................................................................................................3
Evaluating the case study.............................................................................................................6
Discussion....................................................................................................................................8
Social Media Strategy/ recommendation for an organization...................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Social media is defined as computer technology which include the application and website that is
use by the individual and business organization to create the content and discuss with
community. The definition of social media is encompassing of various tools such as blogs, social
networking sites and texting apps which play important role in the business. In other words, this
technology has provided a platform to every hospitality and tourism industries to offer their
various services to the customer. The external and internal environment of business is changing
day by day so to meet the demand of the changing nature H&T industry have to focused on
improving their services along with the business operation. Here, social media has helped Small
and medium size business to reach the market and targeted customer which increase the revenue
of the company and overall development of the organization. The social media provide various
sources for H&T such as building public relation, promotion of the company and the higher rate
of return on the investment which is very fruitful in growth of the firm.
This report is based on the Red Carnation hotel which is the medium size hospitality
industry and was named after the husband of the founder. They are currently running six hotels
in London. The headquarter of the company is situated UK and was found in 1984 parent
organization of company is the Travel corporation.
Furthermore, it has explained about social media strategies that are used by the organisation
from the point of different author. It will also evaluate the case study on the Red Carnation hotel
to find out facts and figure pertaining to social media strategy used by company to gain
competitive advantages. Moreover, the report will also throw light on the new social media
strategy followed by the company.
MAIN BODY
Literature Review
In the opinion of Chatterjee and Kar., (2020) by social media marketing refer to the
network that is used to promote the company services and product to customers that are living in
the society. They provide company with platforms to engage with the targeted and present
customer of the organization. They allow the firm to promote their visions, aims and culture. The
SMM has data analytical tool that allow the company to track their success. In simple words, the

social media can be said as the ability to advertise the data on the Web. Therefore, the social
media marketing can be defined as the form internet that help the companies to promote their
goals and enhance their organization.
According to Li and et.al., (2021) the social media benefits the hospitality and tourism in
many ways such as low cost marketing, improving brand image and effective engagement with
customers. The media provides the company with two-way communication with the targeted
customer which is also known as direct communication this promotes the transparency among
the consumer and company. Along with this it gives another advantages to the organization such
as the opportunity to build a goodwill in the tourism and hospitality business.
In the opinion of Chiang and et.al., (2019) the company has various benefits such as
increase in the sales the SMM gives various opportunities to the firm to convert the potential
customer to the actual customer. Along with that, it provides company how to measure the
success of organization such as google analytical tool which help in measuring the performance
of the company. This tool also helps an enterprise avoiding non-productive website. Beside that
it also helps company to connect with customer while using the social listening. It assists the
firm in knowing what are the taste and preferences of the customer and used to solve the
problems of customer. For instance, all social website all the company to sign in for free and
paid promotion. In simple word, it helps in increasing the rate of return while investing small
amount of capital and time. Together with this, it also helps company in knowing the market
insights also known as the research tools. This tool helps the company in knowing the customer
interest and opinion which is not possible to be known by the other strategies. The firm can get
the deep knowledge of the demographic of the customer so that they company can make the
product and services according to their needs.
However, on the other side Drahošová and Balco (2017) stated about the disadvantages
the company are facing such as exposure to competitors and put the company ate risk by
disclosing the strategy in front of the other challenger. Beside this it is very time-consuming
because the company need new content every time to promote the business. Furthermore, the
social media can harm the name of the brand like negative comments on the firm will affect
potential customer of the company. On addition to this it affects the rate on income because it is
a long term investment and very time- consuming which is not good for the small scale industry
as they want to increase their goodwill fast.