Critical Evaluation of Social Media Marketing and Mobile Technology in Shangri La's Hospitality Services

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Executive Summary
This research report is based on a critical evaluation of social media marketing strategies and
role of mobile technologies in hospitality and tourism services of Shangri La with the
headquarter in Hong Kong. The major purpose of the report is to critically identify the role of
mobile technology as well as social media marketing in hospitality and tourism services of
the organization. The impact of social media in hospitality services is rapidly growing and
creating tremendous platform for business to utilize. A secondary analysis has been carried
out with different themes based on social media marketing. Findings indicate that brand
needs to pay more attention on innovation and enhance its social media activities to gain
global exposure.

2MARKETING

3MARKETING
Table of Content
1. Introduction............................................................................................................................4
1.2 Background of Research..................................................................................................4
1.3 Problem Statement...........................................................................................................5
1.4 Significance of the study..................................................................................................5
1.5 Research Objectives.........................................................................................................5
1.6 Research Questions..........................................................................................................6
2.0 Literature Review.................................................................................................................7
2.1 What is Social media?......................................................................................................7
2.2 Types of Social media......................................................................................................7
2.3 Strategies of Social media................................................................................................8
3.0 Methodology......................................................................................................................10
3.1 Research Approaches.....................................................................................................10
3.2 Data Collection method..................................................................................................10
3.3 Data analysis method.....................................................................................................10
4.0 Case Study..........................................................................................................................11
5.0 Discussion..........................................................................................................................15
6.0 Recommendation................................................................................................................17
7.0 Conclusion..........................................................................................................................17
References................................................................................................................................19
Appendix..................................................................................................................................22
Survey Questionnaire (For Shangri la)................................................................................22

4MARKETING
Topic- Critically evaluate the role of Mobile Technology and Social Media Marketing
for a business within the Tourism and Hospitality Industries to build a competitive
advantage- A Case study of Shangri La
1. Introduction
This research report is thorough investigation of the role of mobile technology and social
media marketing for Shangri La in tourism and hospitality sector. The purpose of the report
is to critically identify the role of mobile technology as well as social media marketing in
tourism and hospitality sector. Decidedly, technology advances have enabled the businesses
to acquire wide market reach irrespective of size and type of business. One such technology
is mobile technology, due to which, Google searches take place on mobile devices instead of
computers; thereby, tourism and hospitality sector is no different as the rate of mobile hotel
booking has been enormous. Likewise, special media marketing plays a prior role the process
reach mobile booking. The following sections discusses how mobile technology and social
media marketing play a tremendous role in the growth and development of hospitality
business.
1.2 Background of Research
Information Technology as a whole plays a great role in hospitality and tourism over the
last few millennia. Goh, Heng and Lin (2013) mentioned that technology has helped to
reduce cost, improve operational efficiency and enhance service and customer experience.
The existing operation of Shangri La describes how mobile technology and social media
operation as the significant element of information technology shapes the business. It has
been identified Hong Kong based Shangri- La leveraging the technology has been able to
encapsulate the security and service for which its hotel and resorts are renowned worldwide.

5MARKETING
Kim, Lim and Brymer (2015) mentioned that Shangri La was not such big in last decade but
its operation has lately become popular due to the revolution of information technology.
Presently, the organization has more than 100 hotels as well as resorts throughout Asia
Pacific, North America, and Middle East (shangri-la.com 2019). This means with the help of
social media marketing, Shangri La is able to reach all corners of the world within a very
short time. Before approaching consumers, it is necessary to make customers aware of the
brand and services which is done through social media marketing and thereafter, to make
customers visit hotel, mobile technology plays the required role.
1.3 Problem Statement
Due to the technology advances, organizations in the hospitality industry are in the rush
of developing their services, expanding market share and increasing customer base. However,
the market environment has been so competitive in nature due to such advances and
consequently, Shangri La faces a tough challenge when it comes to gaining competitive
advantage leveraging mobile technology and social media marketing.
1.4 Significance of the study
The outcome of the study benefits the hotel organization in relation to how they should
deal with such dynamic market environment while gaining a competitive edge. Particularly,
Shangri La will find an insight about how to implement its social media marketing strategy
in hospitality sector and mobile technology to give customer deluxe hotel experience. In
addition to this, research outcome can be used as the supporting materials in further studies
by scholars.
1.5 Research Objectives
 To critically identify the role of mobile technology and social media marketing in the
business of Shangri La in the hospitality sector