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

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