Influence of Social Media on Tourism and Choosing a Hotel in UK

This research project explores the impact of social media on tourism and specifically on choosing a hotel within the United Kingdom, with a focus on Hilton Garden Inn Manchester Emirates Old Trafford. It covers the concept of social media, its types used in the UK hospitality and tourism industry, benefits and challenges faced by Hilton Garden Inn, and more.

RESEARCH PROJECT
(Influence of social media on tourism and
specifically on choosing a hotel within United
Kingdom)

Table of Contents
INTRODUCTION...........................................................................................................................3
Outlining of the study background.........................................................................................3
Research problem statement...................................................................................................3
Rationale of the research........................................................................................................4
Research aim, objectives and questions.................................................................................4
Background of the organisation..............................................................................................5
Scope of the research..............................................................................................................5
Limitations of the research.....................................................................................................6
Time framework of the research.............................................................................................6
Outline of the research............................................................................................................6
LITERATURE REVIEW................................................................................................................8
What is the concept of social media along with its types used within UK hospitality and
tourism industry?....................................................................................................................8
How social media has influenced on tourism and specifically on choosing Hilton Garden Inn?
..............................................................................................................................................10
What are the benefits that would be gained by Hilton Garden Inn by using social media
platforms?.............................................................................................................................12
What are the major challenges that Hilton Garden Inn could be faced while influencing
visitors through social media?..............................................................................................13
REFERENCES..............................................................................................................................16

INTRODUCTION
Outlining of the study background
Tourism industry includes all the activities related to the short-term movement of people
from they generally reside. It is considered as world's largest industries and also assists
economies towards success and development. It is linked to the movement of people from one
location to another which does not always related to leisure, but also businesses and some
additional motivators of travel. Social media has changed each aspect of everyone's life
involving the way they consume (Christou and Chatzigeorgiou, 2020). These developments have
majorly affected organisations mainly through enabling new strategies of marketing. Tourism is
known as one of the vibrant sectors of the global economy and is undoubtedly a major part of all
these. Tourism industry is merging social media marketing with their marketing for leading
excellent outcomes for the business. Social media has direct impact over tourism industry
because in today's time every tourist research before planning a trip or going on a trip. In social
media channels, tourists are encouraged to put information about their experiences of travel and
journey. Hence, social media has greatly transformed the manner tourists make various travel
decisions. Social media assists younger people to share their each experience of their travels to
large number of users and audience (Dijkmans, Kerkhof and Beukeboom, 2020). Companies and
organisations of tourism know that social media is a powerful manner to attract new tourists or
travellers than simple advertisements and motivate tourists to share their every real experiences
online. The current investigation report aims at carrying out information about the influence of
social media on tourism. Along with this it also includes benefits gained by hotels with the
assistance of different social media channels. Thus, this report takes out in-depth information
about the proposed topic with appropriate pre-determined aim and objectives.
Research problem statement
The major problem determined in the present investigation is that hotels face issue in
finding enough content for filling up editorial calendar and publishing accordingly in every
social media channel managed by the company. But company also faces issue in being consistent
with the content (Chatzigeorgiou and Christou, 2019). It is being identified that hotels have
plenty of texts, interviews, videos, photos and contests for engaging in a various conversations.
The main issue remains in resonating with the targeted audience and this needs more detailed

approach than churn out content. When hotel relies on partners or members for giving quality
content to targeted audience, company also depends upon the understanding of the priorities at
hand. Consistently posting content and matter on social media channels is still a struggle for
hotels and many hotels operate with the flow, with the unequal frequency and frustrations this
can form. Hence, this report covers out information about the importance of consistently posting
content on various social media channels so that market reach of hotel could be improved and
increased.
Rationale of the research
The major purpose that has motivated researcher to conduct investigation on influence of
social media on tourism is power of social media to reach large number of customers. In the
current world, every person is active on various channels which has provided an opportunity to
companies to consider it and use it for the beneficial of their own business (Huerta-Álvarez,
Cambra-Fierro and Fuentes-Blasco, 2020). Tourism companies are using social media channels
for their marketing to grab attention of new as well as existing tourists or audience so that they
can select their hotel rather than other competitors. Basically, social media has gained a lot of
importance in this recent time which has motivated to researcher to carry out in-depth
information to systematically highlight the direct link between hotel and audience. There are two
important objectives which are also targetted to achieve through this investigation which are:
personal and professional objective. In respect of personal perspective, researcher will get an
opportunity to increase their learning in vast areas. This report will also showcases how
behaviours and perspectives of an individual change when they get things according to them and
when they do not. Researcher will also get to know about the various methods of research to
collect information so that objectives of the investigation can be met and fulfilled. In respect of
professional perspective, investigator will learn about the strategies of social media channels that
can be used by their organisation for reaching out existing as well as new customers. This study
will also help investigator to take out the benefits of social media by using all its ways to grab
attention of the customers. Thus, this report holds great significance because it showcases the
importance of social media channels as well as its several benefits that could be beneficial for the
success and development of hotel.
Research aim, objectives and questions
Research Aim

To investigate the influence of social media on tourism and specifically on choosing a
hotel within United Kingdom: A study on Hilton Garden Inn Manchester Emirates Old Trafford
Research Objectives
 To develop basic understanding about the social media along with its types used within
UK hospitality and tourism industry
 To determine the influence of social media on tourism and specifically on choosing
Hilton Garden Inn
 To examine the benefits that would be gained by Hilton Garden Inn by using social
media platforms
 To evaluate the challenges that Hilton Garden Inn could be faced while influencing
visitors through social media
Research Questions
 What is the concept of social media along with its types used within UK hospitality and
tourism industry?
 How social media has influenced on tourism and specifically on choosing Hilton Garden
Inn?
 What are the benefits that would be gained by Hilton Garden Inn by using social media
platforms?
 What are the major challenges that Hilton Garden Inn could be faced while influencing
visitors through social media?
Background of the organisation
The selected organisation for the existing report is Hilton Garden Inn. It is an American
chain of mid-priced, focused service hotels owned by Hilton Worldwide. This has 862 properties
in whole with 126,086 rooms in 49 countries and territories.
Scope of the research
The present investigation holds great scope as well as significance as it highlights the
need of social media channels for tourism industry so that they can easily grab attention of the
customers and improve the profitability level of hotels (Gupta, 2019). This report highlights the
importance of adopting different types of social media channels for influencing tourism business
and the different benefits gained by these adopted methods in a systematic manner. This also

showcases the challenges which can become barrier for tourism industry in the path of
influencing tourists with the assistance of several social media channels.
Limitations of the research
There are many limitations faced by investigator while undertaking this study. One of the
main limitations is not getting relevant empirical research for conducting the present study
(Gupta, 2019). This has become major limitation in the process of collecting and analysing
relevant & appropriate piece of information. The other limitation was getting contradictory
opinions and views of different people regarding the influence of social media within hospitality
industry. Eventually, this has become issue in assembling authentic and accurate information to
conduct the whole study in right direction.
Time framework of the research
Gantt chart is used as a tool for scheduling activities in a systematic way so that pre-
determined objectives can be easily attained. This is the tool which is majorly used for assigning
each activity with proper time interval so that every activity can be attempted with each passing
time.
Outline of the research
Introduction: It is the first chapter of the investigation which majorly covers the basic
information about the proposed topic. This also includes research aim, objectives and questions
along with rationale, background and limitation of the whole investigation.
Literature Review: It is the second chapter which holds major importance in the whole
study. It covers the second-hand information which focuses on addressing the research questions
in a systematic manner. The secondary sources are books, articles, newspaper, books,
publications etc.
Research Methodology: It is third chapter which provides the methods to collect and
analyse information appropriately. The current investigation is based upon quantitative methods
for the accumulation of numerical and statistical information in a systematic way.
Data analysis and findings: The fourth chapter of the current study covers the developed
questionnaire for the collection of statistical figures and facts in a proper manner. Frequency
distribution analysis is used to evaluate the relevancy and accuracy of statistical information in a
proper way.

Conclusion and recommendations: This is section which covers the summary of each
chapter in a brief manner so that reader can easily understand about the whole study in a
systematic way. After the part of conclusion, the next chapter is recommendations which
provides certain suggestions to selected organisation so that they can do their work in better and
more responsible way.

LITERATURE REVIEW
Literature review is a document that includes information related to the chosen topic. The
data is gathered through different sources including books, articles, journals, newspaper and
many others. The different parts literature review is introduction, body of review and conclusion
and recommendation. The purpose behind conducting the literature review is to understand the
current investigation in particular field before conducting new research.
What is the concept of social media along with its types used within UK hospitality and tourism
industry?
As per the perspective of King and Lee (2016), social media is a tool that facilitates the
sharing of thoughts, ideas and information virtually. It is internet based technology that gives
people quick electronic communication of content such as videos, personal information, photos
and documents. The main motive of social media is to build brand and enhance the visibility of
companies. Social media is becoming more popular among people, businesses and communities.
Through using social media platform, users can connect and exchange their perspective and
thoughts according to the interest and tastes (Canovi and Pucciarelli, 2019). Social media helps
in reaching to large number of audience and also it helps in building direct connection with
audience. The content of social media is usually generated by creative ideas and strategic social
media marketing. Social media plays an important role for hospitality and tourism industry as it
helps in increasing the customer base by reaching maximum number of audience. There are
different platforms of social media such as Facebook, Instagram, Twitter, YouTube and many
others. In order to reach to potential audience, it is necessary for hospitality and tourism industry
to create their own page on these platforms as it helps in increasing the brand visibility and also
generate online traffic. By using social media platforms, hospitality and tourism industry can
engage customers and also recognise their needs. People use social media platforms to share
their significant memories from their travels and hotel experience with vast audience (Harb and
et. al., 2019). Tourism and hospitality companies are can attract new travellers by advertisement
and encouraging users to share their real experience online. People gets engage with social media
sites in order to research trips and hotels, making informed decision and also sharing their
personal experience of particular hotel and place. Through social media platforms, people can
know about the product and service in effective and efficient manner and also it helps in

providing productive communication between the guest and organisation. Thus, social media
helps in giving chance to hotel and travel company to build strong connection with their guest,
strengthen their online reputation and also create SEO content.
There are different types of social media which helps hospitality and tourism industry to
reach to potential customers and increase their brand image. Through using different kinds of
social media platform, company can target and convert their customers. The several types of
social media which are used within UK hospitality and tourism company are as follows:
Social networks:
Social networks is one of the type of social media which are used by hospitality and
tourism company to associate with customers on web. It generally help company via social
awareness, lead generation, branding, customer service, relationship and conversion. Social
networks generally include different types of social media sites such as Facebook, Twitter and
LinkedIn. It is important for UK hospitality and tourism industry to have strong presence on
these platforms in order to braincase the customer base and improve the profitability of business
(Kim, Yoo and Yang, 2020). By using these platforms, tourism and hospitality company can
interact with individuals online and also share thoughts and data for ensuring productive
relationship.
Media sharing networks:
It is another type of social media which is used for finding and sharing live video,
photograph and other kinds of media on web. Media sharing networks helps UK Hospitality and
tourism company in lead generation, brand building and targeting. The few examples of media
sharing networks are Instagram, Snapchat and YouTube. By using media sharing networks,
company can discover and share media in order to target their audience and convert them into
result driven and convincing way possible (Kim and Tang, 2016). UK hospitality and tourism
industry uses media sharing networks in order to share attractive media in terms of image or
video that engages customers and also increases the sale of business.
Consumer review networks:
Consumer review networks is also a type of social media in which people can share, find
out and review different information related to the variety of products and services. In order to
increase the profitability and growth of business, it is important for UK Hospitality and tourism
industry to have positive reviews on consumer review networks so that they can attract more and

more people towards the brand. The few consumer review networks are TripAdvisor, Yelp,
UberEats and many others. Thus, the review content generally adds great value to UK hospitality
and tourism industry as it influences more number of guest to attempt their services.
How social media has influenced on tourism and specifically on choosing Hilton Garden Inn?
As per the viewpoint of Chu, Deng and Cheng (2020), social media has influenced the
tourism and hospitality company as people generally conduct research before going on trip.
Social media encourages people to share their experience with vast audience so that they can
make decision accordingly. It can be said that social media has transformed the way through
which customers can make decision. Through using social media platform, Hilton Garden Inn
can increase their growth and customer base. Social media marketing is important for company
as it helps in increasing the visibility, improving brand awareness and also boost direct bookings.
Through using social media marketing, Hilton Garden Inn can interact with more and more
customers on social media platforms on regular basis and also generate loyalty among them.
Social media helps in creating brand awareness and helps in understanding the needs and
requirements of customers while travelling and visiting to hotel.
Travel research transform:
Travel research transform is one of the impact which is created by social media on Hilton
Garden Inn. Social media generally influences the company by democratisation of online
feedbacks. People usually go online for conducting research on their future travel
accommodation and destination. While booking hotel, consumer plan their travel activities based
on the content posted by the peers online. They generally make decision on the basis of the
reviews and feedbacks posted on social networking sites. It is essential for Hilton Garden Inn to
offer high quality of services to its customer so that they can post positive reviews on social
media sites. People generally browse internet for travel inspiration and make their decision
according to the feedback and reviews (Gupta, 2019). Through comment and reviews, Hilton
Garden Inn can analyse the the satisfaction and experience level of its customer with their
services. Thus, social media content of Hilton Garden Inn must be engaging and influential so
that it can put of potential customer and inspire them to avail the services by booking hotel. It is
the responsibility of hotel to maintain positive reviews on social media sites as it helps in
transforming the decision making of people and also helps in increasing the brand image of
hotel.

Enhance customer service:
Social media has also influenced the tourism and hospitality company by enhancing the
customer service. It has generally changed the customer service and satisfaction due to which
company can attract more and more people towards the brand. Hilton Garden Inn must have
strong presence on social media platforms as it helps in creating awareness and also provide help
to confused or unsatisfied customers (Thornhill, Xie and Lee, 2017). Thus, it is necessary for
Hilton Garden Inn to respond to complaints and questions of people as it helps to humanise the
brand and also helps in attracting current or future customers. It is important for Hilton Garden
Inn to improve their customer service in order to make their guest feel valued and satisfied with
the services of hotel. By improving customer service, company can create an exceptional
experience for its guest.
Rise in social sharing:
Social media has also influenced the tourism and hospitality industry due to the rise in
social sharing. On social media platforms, people generally love to share videos or photos which
are taken while travelling. Through using social media platforms, people can share their travel
experience with large number of audience. Nowadays, hotels are running social campaigns and
contests in order to get some credit for their customer's social activity (Kizildag and et. al.,
2017). Hilton Garden Inn also post videos and photos of their guest who are happy with their
services. Through organising campaign, company generally encourage people to take photos and
tag them with hashtags in order to create user generated content.
Improves brand image:
Social media platforms helps in improving the brand image of Hilton Garden Inn by
engaging more and more customer towards the brand. Company can improve their brand image
by attracting maximum number of people towards the services. It is important for an organisation
to provide high quality of services to its customer in order to enhance their experience and
satisfaction level. Hilton Garden Inn must focus on rewarding their customers so that a strong
customer base can be created. They must also focus on providing personalise experience to its
guest as it helps in making them feel satisfied with the services of Hilton Garden Inn. In order to
enhance the brand image of company, it is necessary to offer multiple communication channels
to its customers so that they can interact easily and share their complaints.

What are the benefits that would be gained by Hilton Garden Inn by using social media
platforms?
As per the opinion of Song and Yoo (2016), social media creates a great impact on the
hotel industry as it has changed the way to learn and have fun. It also influence how customer
chose to travel and also helps in creating strong brand image. Social media provides awareness
and visibility for brand that helps in converting to potential customers to loyal customer. There
are various benefits which can be gained by hotel by using social media platforms. These
benefits helps in increasing the growth and performance of business due to which hotel can
attract and retain more and more customers. By using social media platforms, Hilton can reach to
maximum number of potential consumers and also increase their market reach such as expanding
business in international market. Thus, the other benefits which Hilton can gain through using
social media platforms are that it helps in exchanging the ideas to improve the way do business,
increase traffic to website, recruit skilled staff, increase revenue by building customer networks
and also helps in conducting marketing research and reducing marketing cost.
Reaching new customers:
Reaching new customer is one of the benefit which can be availed by organisation by
using social media platforms. Hilton has created its good presence on different social media
platforms such as Facebook, Instagram, Twitter and YouTube. Through strong social media
presence, Hilton can promote their services, events and amenities to its potential customers.
Social media platforms helps in reducing the cost of promotion as it is done without spending a
lot of money and also company can do marketing in real time. Customers have active presence
on social media platforms which allows Hilton to reach more and more number of potential
customers (Shawky and et. al., 2019). Thus, by reaching to new customer the profitability and
performance of hotel increases. Hilton can also share their information related to the services and
facilities which helps in attracting potential consumers.
Monitoring the behaviour of audience through social media:
It is another benefit which can be gained by Hilton by using different social media
platforms. In order to engage and know the customer, it is important for Hilton to stay in
constant touch through using different social media platforms. The social media platforms helps
in reviewing the behaviour of audience towards the hotel by identifying their feedback and
reviews. Monitoring audience behaviour is one of the powerful tool which helps in improving

the performance and productivity of business. Therefore, social media platforms provides an
opportunity to Hilton to organise highly engaged and targeted campaigns and also monitor their
response towards the offer. Thus, it is important to monitor the behaviour of audience as it can
influence the performance and growth of business. Hilton can also make changes accordingly if
they gain negative feedback of customers related to the services and facilities.
Increasing brand awareness:
Increasing brand awareness is also a benefit which can be gained by hotel while using
social media platforms. Social media helps in building strong relationship with customers at
large scale. The different social media platforms considered as effective communication tools
which helps in sharing the relevant information related to the brand and its product. Hilton
Garden Inn can use continuous communication channel for continuous brand management. It is
necessary for Hilton to improve the experience of customers so that they can enjoy the facilities
and services of hotel (Hitchen and et. al., 2017). Thus, Hilton must focus on addressing the
queries and complaints of customers in order to make them feel satisfied. Organisation must
address the issues related to the customer and provide them immediate solution as it helps in
increasing customer base and also improve the profit margin of brand.
Increasing direct bookings:
It is a benefit which can is gained by company through using various social media
platforms. The different types of social media platforms helps in increasing the direct bookings
from mobile devices due to which the sale and profitability of business increases. By increasing
the social visibility on social media platforms, the direct booking of Hilton gets improved and
also it allows customer to book their rooms with few easy steps. Direct booking helps in
attracting more and more guest with competitive prices (Enyinda and et. al., 2020). It also
encourages people to book their rooms and other facilities in Hilton in effective and efficient
manner. In order to boost more online booking, it is important for Hilton to organise book direct
campaign, review marketing on brand website, optimise mobile booking and also organise
loyalty programs.
What are the major challenges that Hilton Garden Inn could be faced while influencing visitors
through social media?
As per the perception of Hayes (2022), it becomes important for the organisation to have
strong and good presence on social media platforms so that they can target large number of

customers and increase their profitability. It is the responsibility of Hilton to ensures that they
must not have any negative comments or feedback on their social media platforms as it can
influence the sale and productivity of business While booking the hotel, customer generally
prefer to go through the social media pages of hotel and then make decision for booking. It is
important to maintain the social media pages of Hilton so that more and more customer can be
attracted and avail the right information related to the products. There are various challenges
which can be faced by hotel while influencing visitors through social media. These issues can
create a direct impact on the performance and efficiency of business. The few challenges which
are faced by Hilton while influencing visitors through social media are as follows:
Negative feedback:
Negative feedback is one of the challenge which can be faced by hotel while influencing
visitors through social media. Hilton must ensure that there must be no negative feedback on
social media sites as it can influence the brand image and reputation. The negative feedback can
influence the customer to book the rooms and services of Hilton hotel. Thus, in order to reduce
the negative feedback it is important for hotel to provide high quality of services to its customer
that makes them feel satisfied (Maresh-Fuehrer and Smith, 2016). Hilton must also focus on
engaging with their customer on social media platforms by answering on their comments.
Poor content:
Poor content is also an issue which can be faced by Hilton Garden Inn while influencing
customer through social media. If Hilton post poor content on social media platforms it can
influence the brand reputation of hotel due to which it becomes challenging to attract more and
more guest towards the brand. It is important to post good and attractive quality of content on
social media platforms that engages the customers and also influence them to avail the services
and facilities of Hilton Garden Inn. The content which are posted on social media platforms must
be good that encourages people to experience the amenities and facilities of Hilton. Hotel must
focus on posting creative and fresh content so that customer can avail valid information related
to the services.
Falling engagement rates and fewer post interaction:
It is another challenge which can be faced by Hilton while engaging customers through
social media platforms. Hilton is responsible to maintain their falling engagement rates as it can
create a great impact on the profitability and performance of business. The falling engagement

rates can influence the booking decision of customers. Thus, it is necessary to manage the falling
rate so that company can attract potential customers and target new customers in effective and
efficient manner. The engagement rates get low due to lack of absence of social media manager.
Therefore, it is important to have effective social media manager within Hilton that can manage
the pages of Hilton on different social media sites and improve the success rate of business.
Ineffective social media platform:
Ineffective social media platform is another challenge which can be faced by company
while influencing visitors through social media platforms. If Hilton uses ineffective social media
platforms that doesn't have active presence of customer it can create an impact on the
performance and growth of business (Bolton and et. al., 2018). It is important to choose the right
social media platform that have large number of followers and helps in creating strong customer
base. The social media platform must be effective that helps in reaching to large number of
potential customer and also helps in promoting the brand and products in wider market.

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