Critically evaluate the use of Social Media in Hotel Singapore

This research evaluates the effectiveness of social media marketing strategies for Hotel Singapore. It explores the role of social media in engaging the audience and building brands for the hotel. The study examines online marketing strategies such as SEO, email marketing, social media marketing, and PPC. The findings suggest that Destination Marketing Organizations need to participate widely in online marketing to achieve associated benefits.

Hotel Singapore E-Tourism
E-Tourism
Critically evaluate the use of Social Media in Hotel Singapore
Institution Affiliation
Student Name
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August 29, 2024
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Executive Summary
The research has investigated on the approaches of online marketing practices using the social-
media as a digital marketing options in communication to build the brands destinations and
engaging the audience in reaching the potential visitors. The reason for taking the research was
examining the roles of online-marketing and the social media marketing strategies destinations
and the managements. The most important finding that emerge in this study is that Destinations
Marketing Organizations needs to give more emphasis by widely participating in the online
marketing as well on the activities in the social media for them to achieve the associated benefits.
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Table of Contents
Executive Summary...................................................................................................................................2
1. Introduction.......................................................................................................................................5
1.1 Background of the hotel..................................................................................................................5
1.2 Problem Statement..........................................................................................................................9
1.3 Significance of Study...............................................................................................................10
1.4 Research Objective........................................................................................................................10
1.5 Research Question.........................................................................................................................11
2.0 Literature Review..............................................................................................................................11
2.1 Case Study/ Boundaries.................................................................................................................11
2.2 Online Marketing..............................................................................................................................12
2.3 Hilton Singapore Online Marketing Strategies in Existence and Proposed Ones....................13
2.3.1 Search Engines Optimizations. (SEO)...................................................................................13
2.3.2 Email Marketing..............................................................................................................14
2.3.3 Social Media Marketing.........................................................................................................14
2.3.4 Paying on per click (PPC)......................................................................................................15
2.4 Social Media...................................................................................................................................15
2.4.1 Web 2.0....................................................................................................................................15
2.4.2 Social Media Optimization.....................................................................................................16
2.4.3 Social Market Strategies.........................................................................................................19
3.0 Methodology.......................................................................................................................................20
3.1 Strategy of Research......................................................................................................................20
3.2 Case study selection.......................................................................................................................21
4.0 Data Analysis and Discussions..........................................................................................................21
4.1 Data Collection...............................................................................................................................21
4.1.1 Primary data collection..........................................................................................................21
4.1.2 Secondary Data Collection.....................................................................................................22
4.2 Data Analysis.................................................................................................................................22
4.2.1 Primary Data...........................................................................................................................23
4.3 Statistical Analysis, charts, graphs, excel data analysis and the personal interpretation.........23
4.3.1 Respondents with regards to the distribution of gender......................................................27
4.3.2 frequency of using social media.............................................................................................27
4.3.3 Respondents with regards to number of hours per day social media is used.....................28
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4.3.4. social media channel favorited..............................................................................................29
4.3.5 Respondents agreement on the advertisements to be attractive enough.............................30
4.3.6 Availability of events organized by Hilton Singapore on Social Media channels...............31
4.3.7 Frequency of evaluating the social media in Hilton Singapore...........................................32
Discussions and Recommendations........................................................................................................32
Conclusions..............................................................................................................................................33
List of References....................................................................................................................................34
APPENDICES.........................................................................................................................................36
A. Questionnaire Form.....................................................................................................................36
B. Interview Form............................................................................................................................37
C. Survey Form.................................................................................................................................38
D. Execution of Modes, Median, Mean, Variance and Standard Deviation FOR THE
INTERVIEW.......................................................................................................................................47
Graph for Interview participants...................................................................................................48
Chart for Interview Participants.........................................................................................................48
E. Execution of Modes, Median, Mean, Variance and Standard Deviation for the questionnaire.
49
Graph for questionnaire Results....................................................................................................50
Chart for Questionnaire Results.....................................................................................................50
SURVEY RESPONSES GRAPHS AND CHARTS..........................................................................51
Content of Figures
Figure 1 Web 2.0.......................................................................................................................................15
Figure 2 Landscape of SMO......................................................................................................................16
Figure 3 comparison of people who trust online customer reviews and a recommendation towards their
saying........................................................................................................................................................18
Figure 4 social media goals.......................................................................................................................19
Figure 5Execution of Modes, Median, Mean, Variance and Standard Deviation FOR INTERVIEWEE. .47
Figure 6 Graph for Interview participants..................................................................................................48
Figure 7 Execution of Modes, Median, Mean, Variance and Standard Deviation FOR
QUESTIONNAIRES.................................................................................................................................49
Figure 8 GRAPH FOR QUESTIONNAIRE RESULTS............................................................................50
Figure 9 CHART FOR QUESTIONNAIRE RESLUTS............................................................................50
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1. Introduction.
The major reason to this research is giving an overview of the scope by providing the readers
with a good outline in relation to the paper. The research begins by discussing the background,
research problems, objectives of the study and the associated questions to be researched. The
boundary is also subjected which in this case is hotel case study. In conclusion, an outline of the
research study will be presented.
1.1 Background of the hotel
In the current world, people are living in the real time age of info & communications as it
spreads globally. In June 2010, about 30% of earth population were using internet (WorldStats,
2011). Internet users have become more connected than it ever happened there before. Through
the engagement and interaction with the info channels and the use of social virtual medias and
communities many people have been brought together in one platform. The vast development of
such media platforms such as the Google, Use of Facebook, website that has Video-sharing
features like YouTube, Blogs and articles as well as micro-blogs platforms such as the Twitter.
The mentioned platforms have created efficient evidences, where in consideration they have
changed channels of communication and the virtuality of the social life.
According to the BF (Brand-Finance), which is the world known detailed body in
performing survey for brand values has ranked Google to be the most Valuable brand across and
over all major markets (BF, 2011). Google, domination in the website information in the search
engine sectors, is very much valuable in the manner in that it is worth $44.3 billion followed by
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Microsoft Edge with about $42.8 billion. Brand Finance Report has shown that people have
increased their dependency on the internet which has been evident by Google being No 1.
Facebook has over 1 billion users who are active and thus it has become the most used and
famous social networking social media platforms (Facebook, 2011) which is about almost a
quarter of the world population.
In the current economy of globe, there has been vast growth and tourism diversifying for
some years as it has become a phenomenon globally and thus affecting the economy nation
significantly (UNWTO, 2010). In the activities of tourism, the destination of tourism is very
crucial and termed as fundamental element tourism occurrence. Marketing and their strategies as
well as the ways through which they are implemented have been termed as backbones of
destination activities (YourSingapores, 2011). If Destination Marketing Organization (DMO)
was to be applied s many will take the advantage of the ICT and thus help in social media
development in marketing in all the destinations as the distinctive strategies in marketing online.
Tourism Organization board and Europeans Travels Commissions (2008) showed that the
purposes and strategies of the online marketing was exploiting the internet and the associated
forms of the digital communication in corresponding to the market targeted in a way that is very
effective. Internet is one of the platforms which has helped in increasing the means and channels
of promotions as well as distribution of tourism services. In this case of tourism, the DOMs
platforms have been created through ways such as websites being linked where
customers/viewers and visitor’s ca be able to access information and purchase and make order of
numerous mechanisms in a given outing when online (McColes, 2001). Marketing online has
been termed to be a relative new-fangled aspect of strategic enactment which have expanded
speedily and thus becoming very significant. Marketing online may be put in to considerations to
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be one of the aspects of operational and functional aspects of strategies in marketing (Pearson,
2010). Marketing Online has offered Destination Marketing Organization (DMOs) a potential
that is so real in reaching the far away audience than it used to be there before (Kester, 2008).
The inception of social media is still one due to the constant evolution that has been
witnessed and seen each and very minute because of the development of the internet and
information technologies. Social media has been categorized and considered to be one of the best
channels of communication. However, internet and social media has greatly influenced people in
many ways. Nevertheless, for a company to use the anticipated social media, they may need to
have a plan and defines their distinctive strategies.
According to Altimeter Group Report in 2009, company was deeply engaged in different
channels of social media, revenue of growth by over 18% for the last few years while those
companies that were engaged least had a drop in the average by having about 6% of total
revenue for over the same period (Cucx, 2009). In the environment of academic, there have been
less research done and the demonstration practical of online marketing as well as the studies of
social-media in the industry of tourism in general and the marking destinations administration in
specific.
1.2 Problem Statement
This study has used the case study of VisitSingapore, which is the Singapore National
Marketing Body for tourism, which is owned almost equally by the government of Singapore via
the existing enterprises, Energy and communications ministries as well as the tourism industry of
Singapore. VisitSingapore has been able to identify the marketing assignments by putting a lot of
focus on marketing international the Singapore brands and the destinations as well as the
experiences of Singapore.
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There are other Destinations Marketing Organizations who has not made in any effort in
integration of digital marketing in their businesses but VisitSingapore has made a greater effort
in integrating the digital marketing and thus doing away with traditional techniques used for
marketing. VisitSingapore has been engaged and involved in the marketing using social media
thus using it in to build such platforms in strengthening the existing brands and reaching to the
potential visitors. VisitSingapore report in 2008 by Develop has shown that by the time the
official online community was launched, VisitSingapore made use of platforms of social media
as a major strategy to promote Singapore Brands and thus engaging them to online communities
with an aim of reaching may potential customers.
In the tourism industry people may tend to book their travel trips when still at home, they can get
arrangement with regards to the accommodations and the respective to and fro air tickets as well
as finding information for the travel destination in a given travel forum. As a result of the above
information, it will be evident to say that the use of the internets and the information
communication technologies has really helped in marketing and thus becoming a priority for
both enterprise of tourism and that of DMOs. More knowledge has been displayed to the public
as nowadays as a traveler, one doesn’t need to go to the airport or the booking place but one can
have the knowledge of the destinations if before the they have arrived to their destinations and
they can do this by searching information in blogs of travels and they can ask questions in the
available forum where they will get instant feedbacks.
1.3 Significance of Study
In the given study, the findings in the research is practical and much more theoretical
significant. At the first stage of the research findings, there are some current theories for the
social media in marketing and the industry of hospitality which has temporarily been lacking in
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the given research. In conclusion of the research, one will be expected to give some
recommendations that could be used in improving some of the strategy for the hotels of Hilton
Singapore that will have some social marketing in the coming future.
1.4 Research Objective.
The research has focused on the discussion and the analysis on the title role of marketing
online using the social media as the destination. In this case Leverage of online marketing and
the use of social media have been used in convincing the Destination Marketing Organizations
that social networking media platform such as Facebook, Twitter, YouTube among others as the
marketing tools for communication which will be a necessity used to build and strengthen the
brands of destination as well encouraging engagement of audience as well as attracting the
potential visitors. In discussing with regards to the case study of Hilton Singapore the following
research question should be looked upon and tackled in details.
1.5 Research Question
1. How has Destination Marketing Organizations used social media in engaging the
audience in reaching to the potential group?
2. How has DMOs been able to build the brands using the social networking media?
3. What are some of the strategies of Social media in Tourism sector considering the case of
Hilton Singapore Hotel?
2.0 Literature Review
2.1 Case Study/ Boundaries.
Singapore has been known to be a city that has greater name internationally because of its
growth in the tourism sector especially in the executive and classic hotels in existence. It also
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known for the efficiency which is fast-paced and vibrancy which is multi-cultural and thus
making it a home where enclaves is waiting to be discovered. Hilton Singapore is a hotel located
in Singapore that has been known for having a well-appointed accommodation that has been
offering not only retreats but also offering excellent springboards which have been used in
exploring Singapore which may includes the step in to Hilton Singapore Hotel.
2.2 Online Marketing
According to Tiley & Eleiy (2009), online marketing can be termed to be activity for
promoting brands over the internet which may include emails. It is known for taking many forms
which may include tools such as the search engines for marketing such as Google and Bing,
marketing through emails, online advertising, use of social media platforms as well as usage of
affiliate marketing.
Online marketing can also be used by different authors in many ways which may seem to
be different such as when one does electronic marketing, digital marketing, marketing on the
internet (Tilleys, 2009)and marketing on the web-based platforms. Johnston & Chaffey (2006)
has explained the internet marketing to be simply termed as the “concept of achieving the
objectives of marketing through the application of digital technologies” (Chaffey, 2007).
2.3 Hilton Singapore Online Marketing Strategies in Existence and Proposed Ones
This topic is known for its vast features and characteristics and for Hilton Singapore to
become successful through use of online marketing it has to find strategies of marketing which
are suitable in reaching the target audience in their market and thus helping them in taking the
full advantage and possession of online marketing. The following are some of the online
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marketing types and strategies that has been applied by Hilton Singapore and those that they
need to put in to implementation.
2.3.1 Search Engines Optimizations. (SEO)
This is using techniques to increase traffic in the website. If Hilton Singapore visitors can use
the techniques wisely they can get the content in the website of the company as the search
engines in the hotel website will be displayed on top bar results from the search and thus help to
obtain more traffic. They can be classified in to three categories as explained here below.
Primary Search Engine – this is also referred to as the Major and is commonly known
by many people who uses search engines such as Google, Bing, Yahoo. Primary search
engines have brought many people in to traffic of the hotel website. Primary search
engines may differ slightly from the other depending on the functional operations it is
intended to achieve.
Secondary Search Engines- are search engines which are known to have some general
content and always targets a smaller and much more a specific audience. They are useful
in regional as well as searches which are narrowly focused in generating the traffic which
is valuable. Some of the examples of such engines are such as Lycos, Look Smart,
Ask.com among others. Their ranking always varies from one to the other.
Targeted Search Engines – they are also known as the topical search engines which are
known for being specific search engines when compared with the other two. They focus
on narrow areas in most cases it is usually in a general topic like Engineering, Medicine,
Travel, sports among others. A good example is the city search in yahoo.
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2.3.2 Email Marketing
This is use of social media in promotion of a company’s product to known DB of the
potential and existing customers via the use of email. This type of marketing has been so
essential and thus becoming an integral part of the online marketing due to its acceptance as a
mean of communication for the business and the consumers.
2.3.3 Social Media Marketing
This is one of the most popular type of online marketing strategy in the present world.
This tool is used by most companies in obtaining more traffic through interactions with the
customers. This has impacted in many ways the way the company and the consumers
communicate. Social media marketing has offered platforms which are easily accessed by each
and every individual through the internet.
2.3.4 Paying on per click (PPC)
This is an online marketing strategy where one must incur. In this strategy one must
create dissimilar adverts with the keywords and placing them on the website they intend to. The
much the organization will pay for the clicks the more its adverts will be appearing on the search
engine. In order for one to succeed at Pay Per Click type of advertising, the most significant
factor is one having the ability in persuading people by taking actions such as use of well-chosen
words.
2.4 Social Media.
2.4.1 Web 2.0
Safko (2010) explained that social media and the web 2.0 can work come together
because both of them have similar goals which are principled in enabling a community to form a
interaction forum with one another. According to Reilly (2005), web 2.0 concept was initially
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began when the conference between Reilly Media and the MediaLive all focused on the ship
which was noticeable in revolution of WWW. Web 2.0 always permits the user in interacting
with the website and al; other people. Many users can create, do editing, rating their own content
when they need to do so which may provide other users with information, they know nothing
about with regards to the stated company.
Figure 1 Web 2.0
2.4.2 Social Media Optimization.
SOM is the second level of marketing immediately after SOE. When the combination of
SOE and SOM is done effectively one can be able to get good results. This may help one in
becoming more visible and much more popularizing the available services in the various social
sites where one has an account with such as the Facebook, twitter, YouTube and Instagram’s.
Social Media optimization is defined as the effective strategy used in increasing one presence
online using the help from the social media sites and the communities which are online
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(Numeros, 2018). Some of the services of SMO includes such techniques such as blogging, using
images, videos and creating discussions online in order for one to keep the track of audience.
Figure 2 Landscape of SMO
This chart above is composed of 7 categories, where in each category there are major players
listed accordingly. Google and Facebook are in the center of the model.
1. Social Networks – this has implicated on the creation of the virtual community where the
users of the internet can do sharing, discussions, collaborate as well as argue about the
given topics. Some of the social networks are such as the Facebook, LinkedIn, Myspace
among others where Facebook has been the dominant player in that category.
2. Blogs and Publishing – the erm blog comes from the combination of the words log and
the web.
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3. Multimedia-Sharing – this can be through files, audio and even video files. The most
known platform for sharing audios and videos is the YouTube.
4. Online Customer reviews and Rating – this is a platform in social media where customers
after being server can do a review on the services offered and give a rating depending on
the experience with the hotel. A good survey can be conducted online to show the
different age groups and how they trust the online services. The figure below shows such
tabulated data
Figure 3 comparison of people who trust online customer reviews and a recommendation
towards their saying.
5. Tagging and social Bookmarking - tagging is a tool that has been used in helping the
users of the internet in defining the content. Social bookmarking are sites which provide
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social networks to people so that the save, share and much more discover the relevant
link of websites which are favorites.
2.4.3 Social Market Strategies.
Strategies in social media have been discussed in details. The idea on strategies is not
scaring a company brand in relation to the world of marketing through social media. The idea on
marketing strategies is providing the Hotel Singapore with the right steps through which a
successful social strategy can be put in to implementation thus making the company brand not to
be left in the dust (York, 2018). The following are some of the strategy steps to be followed by
Hilton Singapore in making it a success in online marketing.
The first step is creation of goals social media marketing that will help in solving the
biggest company challenges.
Figure 4 social media goals
One has to do a research on the audience in a given social media platform. This will help
in identification of the customer demographics.
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Third is that one must establish all the metrics which are most important. In this one
Hilton Singapore can be able to reach, clicks, engagement, Hashtag performance,
sentiment as well as the organic and the paid likes.
Fourth is that Hilton Singapore must do a research on the social competitive landscape.
Fifth is that they should build and curate by engaging with their content in the social
media.
Engagement with the social media audience and avoid ignoring them
Tracking all their efforts and using them in doing more improvements.
3.0 Methodology
This topic is giving the reader a brief description of range of strategic researches,
approaches and methods used in data gathering. In this concept qualitative research method has
been applied in answering the research questions.
3.1 Strategy of Research.
In this concept there is clear definition and expression of the problem as thus termed to be
one of the significant preconditions for the development of research plan. In research conduction,
one has to choose the strategy of the research with facts such as the time available, facilities in
place, data available, analysis methods as well as the development of the researcher in terms of
skill may also be critical.
3.2 Case study selection
Daymon and Holloway (2002) explained that a case study is always intensive in that it is
like an examination, one must use multiple sources to give evidence that may be quantitative as
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well as qualitative ones in a single entity which is bounded by the specific time and the exact
place. In this case the chosen case study is that of Hilton Singapore hotel.
4.0 Data Analysis and Discussions
4.1 Data Collection
After identification of the research problem it is always appropriate for researcher to
decide the ways data can be collected in order for one to make a comprehensive analysis
(Holloway, 2002). There are two ways through which data can be gathered and that is the
primary and the secondary data collection methods respectively.
4.1.1 Primary data collection
In the primary data collection methods, the sources are gained by directly detaching
observation or measuring the phenomena in the real world, and which is always undisturbed by
any interpreter or an intermediary. In this case of Hilton Singapore, the chosen method of in-
depth was interview which is main method for data collection which used in combining the
evaluation of Hilton Singapore contents in the website and the official blogs. In this case since
the idea is understanding marketing communications and applications of social media in
marketing, interviews were very useful kind of data to be collected as they allowed the
researcher in exploring more perspectives and much more perceptions of the various
stakeholders and the general public. In the study an interview was conducted with Bender
Martyn a guy responsible for the strategies of online marketing, communications over the
internet and social media at Hilton Singapore Hotel.
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4.1.2 Secondary Data Collection.
This is one of the most important that needs to be undertaken. It may hard for a
researcher to entirely depends on the primary data collected. The researcher must also consider
the secondary data so that he or she can have a comprehensive and detailed data analysis with
regards to the area of interest. In the study, the common form of secondary data is through book
writings, articles, use of reports, newspapers and other publications may it be electronic or in a
printed form.
4.2 Data Analysis.
According to Yin (2003), “Data analysis consists of examining, categorizing, tabulating,
testing, or otherwise recombining both quantitative and qualitative evidence to address the Page
9 initial propositions of a study.” In this case study data analysis can be defined as the combining
both the theoretical and the empirical data. The idea is trying to build a theory framework which
is solid and reliable that will be used in helping the authors to be able to process theories within
the case study. Theory is considered as one of the sources of data in discussing and making
conclusions in answering the questions being researched (Rika, 2003).
4.2.1 Primary Data
This is the gathering of information whereby one can gather them from a range of sources.
There are various through which primary data can be collected stated as below.
- Use of interviews
- Surveys and questionnaires
- Focus groups as well as observations
- Documents and records.
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In this case study of Hilton Singapore, the two methods used in collection primary data were
the use of interviews, surveys as well as questionnaires. In the interview there were some set
questions as it was in the questionnaires. The interview was performed to 6 stuff working within
the organization while the questionnaires questions were distributed to about 30 stuffs within the
organization. The interview questions were six and which were approximated to take about 10-
15 minutes for each and every interviewee to be interviewed. The employees of Singapore Hotel
were sharp and that they were intelligent in answering the questions as there was no one who
asked for help and thus they stated all the questions were clear. The questions for the interview
and those for the questionnaire are attached in the Appendix.
4.3 Statistical Analysis, charts, graphs, excel data analysis and the personal interpretation.
In analyzing such data in making to make sense and bring the meaning to the users there
is need for one to do statistical analysis with regards to the gathered information. Using the
response from the interviewees and the answer from the filled questionnaires the, following
information was tabulated with regards to the effectiveness of Social media strategies to Hilton
Hotel and to its competitors as well as the people working within the hotel.
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The following results were tabulated in excel application to help in getting the mean,
median, mode, standard deviation as well as the variance. The following results were collected
from the excel sheet as it is indicated in the appendices section.
Mean, Mode, Median, Variance and standard Deviation collected from the Interviews.
Mean 4
Median 4.5
Mode 6
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Standard Deviation 2.28035085
Variance 5.2
Mean, Mode, Median, Variance and standard Deviation collected from the Interviews
Mean 18.66666667
Median 23
Mode 26
Standard Deviation 11.21903145
Variance 125.8666667
From the above information it will be clear to say that the gap between the mode, median
and mean is close, thus this shows that most of the employees are agreeing on the application of
the social media strategies. The same case is applying from the response gathered from the
questionnaires.
In the survey questions the responses was collected from 55 people working within the
hotel. The questions are well indicated in the appendix and analyzed respectively where each
question is statistically analyzed using a graph.
The data analyzed has acted as a guide in helping one in evaluating the way one can do
the evaluation of the existing social media platforms. This will help in giving recommendations
to the organization with regards to which platform or strategy will benefit the organization
without entirely affecting on the employee relationship with the management.
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4.3.1 Respondents with regards to the distribution of gender
The above figure has indicated that about 49.1 % of all the respondents are male and
41.8% of them all participated in the survey. The remaining percentage of about 9.1 preferred not
to say their gender. The results or findings from the case study may be bias in a way that is
unexpected as their differences are high.
4.3.2 frequency of using social media
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In the above figure, it is clearly showing that about 30% of the respondents are
sometimes using the social media. The same percentage never apply the use of social media.
22% always use the social media while 10 % are seldom with regards to the use of the social
media while the remaining 8% hardly uses the social media.
4.3.3 Respondents with regards to number of hours per day social media is used.
In the figure below there are about 74 percentage of the respondents spend usually 1-3
hours per day on the usage of social media and about 14 percentage spending more than 3 hours
a day. The remaining percentage is 16 may hardly spend more than 30 minutes in a day on the
social media.
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4.3.4. social media channel favorited
It has been quite interesting to see that 42% of the respondent have found whatsapp to be
the most favorite channel for social media for the hotel of Mariana Bay Sands. Next 34% of the
respondents’ found Twitter to be the favorite channel. 28% of respondents’ favorite channel is
Pinterest. 26% of the respondents found that the use of Instagram to the best and favorites social
media channel. Unfortunately, only 16% hardly found Pinterest as their favorite.
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4.3.5 Respondents agreement on the advertisements to be attractive enough
The figure shows that about 50% of all the respondents disagreed that Hilton Singapore is
attractive for online advertisements. The design for the advertisement had been provided with a
colourful image to get the attention of the tourist. 34% of the respondents were neutral about the
design. However, 16% agreed and only 14% of the respondents have strongly disagreed. It
means that still there is a need for improvement in the design.
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4.3.6 Availability of events organized by Hilton Singapore on Social Media channels
Around 38% of the respondents disagreed that all the events are not satisfied enough for
the Hilton Singapore which they organisation. It is surprising and shocking in that about the
percentage which said yes is about 32 percentage and thus less when compared to the other one.
Remaining 38% are neutral about the events that they organized.
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4.3.7 Frequency of evaluating the social media in Hilton Singapore
When the frequency has been evaluated for each for the social media of Mariana Bay
Sands it was found that about 36% of all the respondents found it to be appropriate, 26% were
receiving it more frequently. However, 38% of the respondents claim to receive it very less
Discussions and Recommendations.
Online Marketing has become so much important in the strategies of any business in DMOs
in the era of IT. It was shown that in the research in order for Hotel Singapore to be innovative in
the competitive environment Destination Marketing Organizations must establish an online
marketing strategy and thus remain with the attractive source of information which are attractive
to the visitors. Social media has not been considered as fad in nay way.
The reason behind that is that it may a major key for the DMOs in gaining the increase in the
competition. Hilton Singapore will be needed to understand what is trending in the social media,
recognizing the place where the visitors are geographically located by use of social media as the
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marketing communication channel in building the destinations brands and thus engaging by
interacting with the visitors as one of the channels in recognizing the visitors needs in
destination. The following are some of the recommendations that should be acknowledged by
Hilton Singapore for them to be able to achieve the social media strategies they have set.
1. Ways in which they can identify the ways in which they can integrate the online
marketing strategies with those existing in the traditional one. Nevertheless, the media
used traditionally must not be excluded from the traditional media and marketing.
2. Must find ways through which they can evaluate the ROI (Return on Investment) in
online marketing and the social media in the Destination Marketing Organizations and
how they can measure the success of marketing online and activities in the social media
platforms.
3. Examining ways of they can integrate the online marketing and social media with mobile
social media and the social geo-location application with smartphones development.
Conclusions
The research has investigated on the approaches of online marketing practices using the
social media as one of the digital marketing options in communication in building of destination
brands and engaging the audience in reaching the potential visitors. The reason for taking the
research was examining the roles of online marketing and the social media marketing strategies
destinations as well as the managements. The most important finding that emerge in this study is
that Destinations Marketing Organizations needs to give more emphasis by widely participating
in the online marketing as well on the activities in the social media for them to achieve the
associated benefits.
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List of References
BF, B., 2011. Brand-Finance body for surveys. [Online]
Available at: http://www.brandfinance.com/images/upload/2011_brandfinance_global_1.pdf
[Accessed 25 Oct 2018].
Chaffey, E.-C. J. a. M., 2007. Internets Marketing Strategies their Implementations and Practices, London,
England: Pearson Education Limited.
Cucx, L., 2009. New studies in the deep brand engagements that correlates with the financial
performances of a given industry.. Group of altimeter, 8(9), pp. 32-37.
Facebook, 2011. Facebook Company Timelines concept on the newsroom. [Online]
Available at: https://newsroom.fb.com/#_=_
[Accessed 25 Oct 2018].
Holloway, D., 2002. Qualitative research methods in public relation and Marketing communication,
London, Great Britain: Routledge.
Kester, V., 2008. Handbooks on E-marketing forums for tourism destinations, Madrid, Spain: Travel
Commissions charged in spain.
McColes, P., 2001. International journal of contemporaries hospitalites in the field of management. The
role of E-commerce in creation of virtual tourisms destinations in the marketing organizations, 2(2), pp.
198-294.
Numeros, 2018. What is Social Media Optimizations. [Online]
Available at: http://www.numero-uno-inc.com/blog/social-media-optimization/what-is-social-media-
optimization/
[Accessed 25 Oct 2018].
Pearson, N., 2010. Focusing on the DMOs. [Online]
Available at: http://www.focuss.com/briefs/marketings/whats-onlines-marketings/
[Accessed 25 Oct 2018].
Rika, Y., 2003. case studies in reference to the research designs and methodologies., New York, America:
Sage Publications.
Tilleys, E., 2009. description of Online marketing in the inside out, Sydney, Australia: SitePoint Pty.Ltd.
UNWTO, W., 2010. Handbook of Destination Branding. Madrid: World Tourism Organization and. The
World Tourism Organization (UNWTO) and European Travel Commission (ETC)., 3(1), pp. 12-19.
WorldStats, I., 2011. Internet Usage statisctics. [Online]
Available at: http://www.internetsworldstatss.coms/statistics.html
[Accessed 25 Oct 2018].
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York, A., 2018. Seven Steps in Creation of a Winning Social Media Marketing Strategy in 2018. [Online]
Available at: https://sproutsocial.com/insights/social-media-marketing-strategy/
[Accessed 25 Oct 2018].
YourSingapores, 2011. YourSingapore Wikipedias content for DMO.. [Online]
Available at: http://en.wikipedia.org/wiki/YourSingapores
[Accessed 25 Oct 2018].
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APPENDICES
A. Questionnaire Form
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B. Interview Form
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C. Survey Form
Survey
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l
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D. Execution of Modes, Median, Mean, Variance and Standard Deviation FOR THE
INTERVIEW
Figure 5Execution of Modes, Median, Mean, Variance and Standard Deviation FOR
INTERVIEWEE
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Graph for Interview participants
0
40
80
120
No. of those who agreed
Figure 6 Graph for Interview participants
Chart for Interview Participants.
No. of those who agreed
How man agreed that the use of social media will affect the Hotel positively in terms of marketing?
How man agreed that the use of social media will affect the Hotel negatively in terms of marketing?
Those who did not know if social media will affect positively or negatively?
Will use of social media be a threat to their jobs especially the sales representatives?
Will the use of Social media strategies improve the interaction and communication within and
outside?
Will the application of social media strategies bring any influence to the major competitors?
Mean
Median
Mode
Standard Deviation
Variance
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E. Execution of Modes, Median, Mean, Variance and Standard Deviation for the
questionnaire.
Figure 7 Execution of Modes, Median, Mean, Variance and Standard Deviation FOR
QUESTIONNAIRES
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Graph for questionnaire Results
0
40
80
120
No. of those who agreed
Figure 8 GRAPH FOR QUESTIONNAIRE RESULTS
Chart for Questionnaire Results
No. of those who agreed
How man agreed that the use of social media will affect the Hotel positively in terms of marketing?
How man agreed that the use of social media will affect the Hotel negatively in terms of marketing?
Those who did not know if social media will affect positively or negatively?
Will use of social media be a threat to their jobs especially the sales representatives?
Will the use of Social media strategies improve the interaction and communication within and outside?
Will the application of social media strategies bring any influence to the major competitors?
Mean
Median
Mode
Standard Deviation
Variance
Figure 9 CHART FOR QUESTIONNAIRE RESLUTS
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SURVEY RESPONSES GRAPHS AND CHARTS
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