Advantages and Disadvantages of Social Networking in Hotel Industry

BUSINESS RESEARCH
ADVANTAGES AND DISADVANTAGES OF SOCIAL NETWORKING IN HOTEL
INDUSTRY
INSTITUTIONAL AFFILIATION(S)
STUDENT NAME
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TABLE OF CONTENTS
Introduction...........................................................................................................................................3
Project objective....................................................................................................................................4
Project scope.........................................................................................................................................4
Literature review...................................................................................................................................4
Overview...........................................................................................................................................4
Applications of social networking in hotel industry...........................................................................5
Advantages of social networking in hotel industry............................................................................6
Disadvantages of social networking in hotel industry.......................................................................9
Research Gap...................................................................................................................................12
Conclusion...........................................................................................................................................13
References...........................................................................................................................................14

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Introduction
Social media has a great supremacy in today’s business world. It has power to control
and influence people by reaching them irrespective of geographical barriers and cultural
indifference. Growing from the initiative to connect people, social media has become an
integral part of businesses, allowing communities and individuals to get engaged with each
other. As this is the fastest means for communicating along with easy to use service, social
networking has become a cultural trend among people along with increasing its popularity
day by day (Bank, 2014). Another reason behind its acceptance is that it is a cost effective
method for businesses where they can get connected with outside world without any costs.
Facebook alone comprises more than billion users which show power of social media and
interest of people in getting connected. Twitter alone influences 64% of users who like to buy
products according to information shared through tweets. Small and big businesses have
even started making social media as a part of their marketing strategy as it offers free
marketing and advertising platform. By interacting with customers and getting their feedback,
organisation can make development according to the taste of end buyers (Dolan, 2014).
Tourism and hospitality firms have also started taking social media as a part of their
marketing strategy as nowadays bloggers and travellers depends on social networking sites to
get information about their desired destination. Along with it, social media are used by many
customers who plan their visit to hotels after making a review of the menu and room sizes
(Mukami, 2016). All these facilities along with various other benefits can be provided
through social networking. But, cons related to it are also important to be studied like making
false statement of rival companies, misuse of other firms name, etc. This paper will make a
literature review of advantages and disadvantages of social media in hotel industry to find its
significance in the hospitality sector.

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Project objective
The basic purpose behind this project is to find out pros and cons of social media
along with finding the role of social networking in hotel industry. With the increase in
involvement of social networking sites, it becomes essential to understand the level until
which it must be used. Using social medias without getting thorough knowledge can prove
dangerous for businesses especially hotel industry. Therefore, finding advantages and
disadvantages associated with social networking in hotel industry becomes primary objective
of this research.
Project scope
The scope of this project is to make a research related to social networking in hotel
industry to find research gaps in it. While making a thorough study of literature, this paper
will find out advantages and disadvantages of social networking in hotel industry. Along with
it, this paper will provide few examples of current industry who are utilising social media for
their hotel business. This paper will provide assistance to hotel industrialist as literature
review made can assist them while using social media in their business.
Literature review
Overview
According to a recent survey, more than billion users are active in Facebook and
quarter of world’s population is socially networked with each other. With search features and
engines in social network platforms, locating oneself or connecting with others becomes very