Social Media Network Contribution to the Development of Hospitality Industry of UK

Assessment 1 Research proposal
(Social media network contribution to the
development of hospitality industry of UK)

Table of Contents
INTRODUCTION...........................................................................................................................3
PRELIMINARY LITERATURE REVIEW....................................................................................3
RATIONALE FOR RESEARCH ...................................................................................................6
TENTATIVE AIM, OBJECTIVES AND RESEARCH QUESTIONS .........................................6
POTENTIAL THEORETICAL PERSPECTIVE ..........................................................................7
POTENTIAL METHODOLOGY AND METHODS ....................................................................7
CONSIDERED ETHICS, LIMITATIONS AND CONTRIBUTIONS .........................................8
Ethics: Appendix 2......................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES .............................................................................................................................10
APPENDIX ...................................................................................................................................11
Ethical approval: Part 1.............................................................................................................11

INTRODUCTION
Social media is defined as the tool which is used in order to execute interactions with
people for the purpose of sharing ideas in appropriate manner. In the current digital time this is
analysed that social media is regarded as one of the significant aspect which is used by people
and businesses as well. As this is one of the major mode in which information can be shared in a
very fast manner and would be advantageous in accumulating multi-dimensional approach. In
the context of hospitality industry social media is regarded as one of the significant aspect which
is used by such businesses for the major purpose of communicating to their customers in
effective manner. Hospitality industry is related with customer and they are directly giving their
services to customers without any mediator (Hassan and et. al., 2021). This is the reason that
social media is considered as one of the effective tool for the organisation in context of acquiring
benefits in communicating with audience and informing them regarding business offerings in
appropriate manner. The current research proposal is related with identifying importance of
social media networking site for hospitality industry in terms of gaining higher customer base.
The organisation taken is Hotel Sofitel London Heathrow which is one of the prominent
hotel situated near by Heathrow airport London. The hotel is undertaking various social media
networking sites in order to develop their business and to inform their customers regarding their
business offerings so that customers can be attracted and at the same time business benefits can
be attained by the organisation. The research project is going to discuss regarding various
importances and benefits which can be attained by the organisation by using social media
networking sites. On the other hand, the report also includes the challenges which are related
with the business when they use different social media networking sites along with their
mitigation so that to attain business objectives in approoriate manner.
PRELIMINARY LITERATURE REVIEW
What is the conceptual framework of social media networking in context with hospitality
industry?
According to Karetsos and Ntaliani, (2021), social media is one of the trending concept
which helps people to connect with other without facing any delays and issues. Creating new
social media platform would lead the organisation to develop social marketing and promote their
business over online platform. On social media within every second 5 social media accounts are

made which means that future guests for the industry are increasing and this is helping the
industry to grow and sustain for longer period of time. Social media is related with increasing
key visibility to the customers in which they can acquire information related with their product
and services in such a manner that this would align with marketing strategy of the organisation.
Social media is one of the marketing strategy which is helping the business to acquire customers
in such a way that all the market segments can be covered. Interaction is easy on social media
platform which means that needs and demands of customers can be understood in appropriate
manner. In the current time social media is having high degree of importance in which social
conversations can be rendered by the organisation which helps them to associate people with
their business.
How social media networking sites helps Hotel Sofitel London Heathrow in attracting larger
number of customers?
According to Morrone and et. al., (2021), social media is one of the important tool which
is used by hospitality industry in order to render appropriate information to their customers and
to understand their needs and demands. Social media helps the business to spread information
regarding their hotel to the public so that larger customers can be connected to the business and
at the same time prominent brand identity can be created into the market. Social media helps the
business to increasing social visibility so that direct bookings can be enhanced and at the same
time brand awareness can also be increased. When social media is used by the organisation this
is related with providing inspiration to the customers to make purchase decisions as this is
regarded as integral part of marketing strategy of the organisation.
In the context of Hotel Sofitel London Heathrow this is analysed that the organisation is
using social media in order to attract larger number of customers and to meet business objectives
as well. Social media helps the organisation to advertise their business and showcase their
business offerings in such a way that higher purchase can be developed. On the other hand social
media will lead the organisation to display their business story so that social media strategy can
easily be undertaken. In the current time hiring of social media influencer is one of the prominent
trend which is used within the business. These are the people those help the business to reach out
to their target customers by becoming their voice and reaching to customers.
What are the benefits of attracting larger number of customers for development of hospitality
industry of UK?