Research Methodology for Social Media Marketing in the Hotel Industry

This document provides a detailed research methodology for evaluating the increasing trend of incorporating social media marketing in the hotel industry, with a focus on Rosewood Hotel. It includes information on research aims, objectives, rationale, literature review, research methods, data analysis, and recommendations.

UNIT NO: 4 RESEARCH
PROJECT
1

Table of Contents
TASK 1: CHAPTER 1: INTRODUCTION....................................................................................1
Background:.................................................................................................................................1
Research Aims:............................................................................................................................1
Research Objectives:...................................................................................................................1
Rationale:.....................................................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
Theme 1: Popularity and ease of using social media marketing.................................................2
Theme 2: Strategies adopted by the Hotel Industry.....................................................................2
Theme 3: Recommendations to further improve.........................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................3
TASK 2............................................................................................................................................6
Gantt Chart...................................................................................................................................6
TASK 3............................................................................................................................................7
CHAPTER 4: DATA ANALYSIS..................................................................................................7
Error! Objects cannot be created from editing field codes........................................................8
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION...................................................17
REFLECTION...............................................................................................................................19
TASK 4..........................................................................................................................................19
Covered in PPT..........................................................................................................................19
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2
Questionnaire...............................................................................................................................2
1

TASK 1: CHAPTER 1: INTRODUCTION
Background:
Social Media Marketing has been increasingly adopted by not only big organisations but also
individual businesses because of its flexibility and ease to access a multiple number of customers
placed all over the world. In the current research, researcher will find out its increased usage in
the hospitality industry today and the problems that Rosewoood hotel is currently experiencing
will be detailed. The research will comprise of all such facts and the challenges that the
hospitality industry of UK is facing suggested by the appropriate recommendations and
conclusions.
Research Aims:
To evaluate the increasing trend of incorporating social media marketing in hotel industry A
study on Rosewood Hotel, London
Research Objectives:
 To understand the concept of social media marketing
 To analyse the integration of social media marketing in Rosewood Hotel
 To ascertain the challenges in adopting social media marketing
 To recommend appropriate solutions for incorporating social media marketing in
Rosewood Hotel.
Rationale:
The trend of social media marketing has continuously been on rise and more number of
companies are getting associated with it. This has been selected in the current research by the
researcher because analysis of this topic will help in determining the correct figure and plan for
the sales beforehand and it has been selected currently because this research will help in
identification of appropriate techniques that can adopted in order to further improve the
digitalisation process through social media marketing. The readers of this research will able to
understand the concept and use of social media marketing in the current generation and possible
outcomes and also learn how to correct to other.
1

CHAPTER 2: LITERATURE REVIEW
Theme 1: Popularity and ease of using social media marketing
As per the view of, Godey and et.al., (2016), the researchers stated that the immense rise in
the ease and flexibility of using social media apps as per the convenience of the users and the
economical manner in which a much larger audience and consumer group that could be targeted
were some of the major features that led to the increase in the prevalence and popularity of social
media apps as a marketing tool and platform. The researchers majorly explored the use of Face
book and Twitter, two of the major social media platforms that were being used as a marketing
platform in the hotel industry so as to analyse its impact. The researchers concluded that the
online survey which was conducted by them clearly depicted the popularity of these apps and it
was also found that any of the visitors to different hotels first check the reviews and ratings that
have been given to the place by other visitor. These acted as a basis for decision making
regarding which is the best hotel to visit. It was found by the researchers that there has been
increased use of these platforms because of its popularity and the presence of competitors’
irrespective of the kind of industry were present on the social media and this creates a pressure
on those individuals or companies that are trying to capture the market area as much as they can.
Theme 2: Strategies adopted by the Hotel Industry
According to authors, Leung, Bai and Erdem (2017), have argued that the technological
innovation and its easy availability has brought the world extremely close and everything today
is literally just a tap away. They have stated that there are a multiple number of measures that
hotels are increasingly adopting it by presenting all the features and unique or exotic features of
the Hotel on these social media sites. The authors also stated that the managers of hotel regularly
maintain and track their feedback system where the consumer actually leaves behind. The
authors further argued that formulation of online communities where the managers of the hotel
regularly keeps their customers tastes and trends and it also helps them in getting immediate
feedback regarding the quality of service provided. The authors conclude that this extremely
close integration of the consumer that is actually utilising the food is shown with the service
provider is an extremely new aspect that has been incorporated and therefore the service levels at
Hotels have improved drastically.
However another authors, Chang, Ku and Chen (2017), has argued that technology is not
the only factor that has assisted in the increase of social media being used as marketing tool.
2

There are many other techniques in the digital age and some of these that the authors discussed
in their research paper are formulating separate budgets for such marketing activities and
following the latest trends which are changing almost on a daily basis. The next strategy
highlighted by them was differentiating theories marketing activities from the one that was
adopted by their own respective competitors thus maintaining the edge in the targeted customer
group. The authors concluded that features like Google Ads, Maps etc. are some of the most
prominent tools in ensuring that the product or service has literally captured the desired attention
of the consumers.
Theme 3: Recommendations to further improve.
As per the view of authors, Del Vecchio, Mele, Ndou and Secundo (2018), it has been
argued that the audience needs to be segregated today before targeting them through social media
marketing app. They have stated that for a younger audience, search engine optimisation is a key
tool in gaining their attention and therefore securing the purpose with which it was done.
However, the researcher have stated that while targeting a middle aged group, other factors like
luxury, money, branches of the Hotel, its landscape and scenic views etc. are of a much more
importance and priority etc. Another major strategy that was suggested by the authors was that
never compromise with the quality of the service provided since a happy customer will write
positive about you on social media and that is an absolutely free service that will attract a million
of other views and probable customers without spending a single dime on this large scale
marketing.
Another research paper presented by the authors, Liu, Pennington-Gray and Klemmer,
(2015), have suggested that rather than simply posting pictures and experiences in the social
media apps, it is also necessary to engage the audience in online “frenzy” i.e. encouraging them
to participate and engage and this can be done by encouraging viewers to ask as many queries
regarding cost, time or whatever aspect and trying to address as many of them as possible.
Another strategy suggested by authors was that include online quiz and games.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered to be as an effective measure as it helps in gaining
broader perspective on the subject matter (Mackey and Gass, 2015).
Research methods: This an appropriate strategy which helps in gaining appropriate and
useful information in relation to the research aim and objectives (Kumar, 2019). Research
3

methods can be categorized into quantitative and qualitative methods. Quantitative method tends
to take into consideration numerical and statistical data. Qualitative approach helps in gaining
logical and reasonable understanding on the subject matter.
The researcher of the study opted for qualitative methods in order to evaluate the
increasing trend of incorporating social media marketing in hotel industry.
Research philosophy: This is a belief according to which data should be gathered, used
and analysed (Flick, 2015). Research philosophy can be categorized into positivism and
interpretivism philosophy method. Positivism method helps in gaining factual knowledge which
tends to focus on revealing true information. Interpretivism method is useful in logically carrying
out the study by integrating human interest.
The researcher of the study opted for interpretivism philosophy method in order to
understand the concept of social media marketing.
Research approach: This is considered to be a planned structure which is based on set
assumptions and test hypothesis in order to meet desired data (Bresler and Stake, 2017).
Research approach can be categorized into deductive and inductive approach. Deductive
approach is considered to be as phenomenon which is mainly based on hypothesis and test.
Inductive approach is considered to be a logical process which includes forecasting, prediction
and behaviour in order to attain specific conclusion.
The researcher of the study opted for inductive approach in order to analyse the
integration of social media marketing in Rosewood Hotel.
Research design: This is a blueprint which helps in effectively evaluating the research
problems which in turn leads to attainment of research aim and objectives (Silverman, 2016).
Research design can be categorized into exploratory and descriptive design. Exploratory research
design helps in understanding the study of the subject in an appropriate and preliminary manner.
Descriptive research helps in in- depth investigation on the research subject matter.
The researcher of the study opted for descriptive approach in order to ascertain the
challenges in adopting social media marketing.
Data collection: This is considered to be an appropriate research methodology which
helps in collecting true, fair, valid and reliable data which in turn helps in attaining specific
conclusion and better decision making (Quinlan, and et.al., 2019). Data collection can be
categorized into primary and secondary data collection method. Primary data is fresh and new
4

information which has not been used earlier. Such information can be collected with the help of
experiment, observation, investigation, questionnaire, polls, etc. Secondary data is the used and
second hand information which has been collected earlier. Such information can be further used
for gaining broader insight on the subject matter. It can be collected through manuals, reports,
journal, articles, books, blogs, newspaper, magazines, etc.
The researcher of the study opted for both primary and secondary data collection method
in order to ascertain the challenges in adopting social media marketing and recommend
appropriate solutions for incorporating social media marketing in Rosewood Hotel.
Sampling: This tool is useful in selecting the appropriate sample size from large
population in order to carry out particular study (Mackey and Gass, 2015). Sampling can be
categorized into probabilistic and non- probabilistic sampling method. Random probabilistic
sampling is a method where each individual has equal chance of getting selected randomly.
The researcher of the study opted for random probabilistic sampling method where 20
managers of Rosewood Hotel will be selected in order to evaluate the increasing trend of
incorporating social media marketing in hotel industry.
Data analysis: This is considered to be as an efficacious procedure which helps in
interpreting, analysing and inspecting the data collected for future decision making. Data
analysis can be categorized into SPSS tool and thematic analysis (Bresler and Stake, 2017).
SPSS tool is useful in understanding complex and large statistical data. On the other hand,
thematic analysis helps in critically evaluating various themes which tends to explore underlying
and definitive meanings within the data.
The researcher of the study opted for thematic analysis in order to ascertain the
challenges in adopting social media marketing and recommend appropriate solutions for
incorporating social media marketing in Rosewood Hotel.
Ethical consideration: The researcher of the study has carried out the study by keeping
all the information protected within data protection act (Kumar, 2019). The researcher has
effectively utilized all the resources ethically which helps in smoothly carrying out research
study. The researcher of the study has collected all information that are true, fair, valid and
reliable by citing all the information.
Research limitation: The key limitation of carrying out the study is time limitation. The
researcher has prepared Gantt chart and time frame in order to accomplish task before deadline
5

(Quinlan, and et.al., 2019). Another major limitation faced by the researcher is that unavailability
of the resources which in turn influence the research project.
TASK 2
Gantt Chart
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Selection of specific topic 1 day Tue 12/24/19 Tue 12/24/19
Auto
Scheduled
Formulation aim and
objectives for research study 2 days Wed 12/25/19 Thu 12/26/19 1
Auto
Scheduled developing a brief plan 2 days Fri 12/27/19 Mon 12/30/19 2
Auto
Scheduled Research methods selection 2 days Tue 12/31/19 Wed 1/1/20 3
Auto
Scheduled Preparing questionnaire 2 days Thu 1/2/20 Fri 1/3/20 4
Auto
Scheduled
Sending questionnaire for
collection of data 2 days Mon 1/6/20 Tue 1/7/20 5
Auto
Scheduled
Recording specific data set
in a structured format 5 days Wed 1/8/20 Tue 1/14/20 5,6
Auto
Scheduled
Interpreting the data
collected 4 days Wed 1/8/20 Mon 1/13/20 6
Auto
Scheduled
Concluding findings and
recommending solutions 2 days Wed 1/15/20 Thu 1/16/20 7,8
Auto
Scheduled Formatting 3 days Fri 1/17/20 Tue 1/21/20 8,9
Auto
Scheduled Taking feedback 2 days Fri 1/17/20 Mon 1/20/20 2,3,4,5,6,7,8,9
Auto
Scheduled
Doing changes as per the
feedback provided 3 days Tue 1/21/20 Thu 1/23/20 11
Auto
Scheduled Final submission 2 days Fri 1/24/20 Mon 1/27/20 11,12
6

Critical Path
TASK 3
CHAPTER 4: DATA ANALYSIS
Theme 1: Maximum number of managers have been working for 15 to 25 years in rosewood
hotel.
7

PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
0 to 5 years 2 10%
5 to 15 years 4 20%
15 to 25 years 8 40%
More than 25 years 6 30%
TOTAL 20 100%
10.00%
20.00%
40.00%
30.00%
0 to 5 years
5 to 15 years
15 to 25 years
More than 25 years
Interpretation: From the above conducted research study from 20 managers of Rosewood
Hotel, it has been sought to analyse that, 40% of the respondents have been working in the
organization for around 15 to 25 years. They have immense knowledge about the working and
operations of the company. They have knowledge related with social media marketing helps in
effectively targeting the large number of audience. This in turn leads to higher operational
performance and productivity. Other 30% participants who has the experience of more than 25
years in this company sought to analyse the fact that, they take strategic decision associated with
8

the social media marketing and mainly focuses on carrying out the business operations by
integrating it with the goals and objectives of the company.
Theme 2: Building customer relationship and reaching new customers are the key concept of
social media marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Basis for decision
making
3 15%
Building customer
relationship
7 35%
Reaching new
customers
6 30%
Increase brand exposure 4 20%
TOTAL 20 100%
15.00%
35.00% 30.00%
20.00%
Basis for decision making
Building customer relationship
Reaching new customers
Increase brand exposure
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
among them 65% (35%+30%) sought to analyse that, social media marketing (SMM) is one of
the essential concept which is very crucial for building customer relationship and effectively
9

reaching new customers. This helps in retaining old customers and attaining higher customer
share which in turn helps in effectively performing the business operations. It helps in catering
attention of large number of customers from across the globe, which in turn results in higher
profitability for the business. Other 20% people sought to determine that, social media marketing
helps in increasing the brand exposure for the business. SMM is considered to be a niche way
which in turn helps company in making people aware about their brand by exposing the brand
name onto various social media platforms. It helps customers to be aware about the particular
products and services offered by the company. Remaining 15% said that, SMM helps in taking
strategic decision. It helps in validating the brand and helps in making strategic decision in order
to recognize the target audience.
Theme 3: Highly agreed, integration of social media marketing helps in higher operational
performance.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 4 20%
Highly agreed 8 40%
Disagreed 3 15%
Highly disagreed 2 10%
Neutral 3 15%
TOTAL 20 100%
10

20.00%
40.00%
15.00%
10.00%
15.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
60% (40%+20%) highly agreed on this theme and sought to analyse that, social media marketing
leads to promotion of business with the helps of various social media platforms. Social media
marketing is considered to be easy, cost effective and one of the easy approach in order reach
targeted customers. SMM also helps in introduction brand to customers and also engage
customers. This in turn states that, SMM results in higher operational efficiency and
performance. Other 25% (15%+10%) established the fact that, SMM results in lack of privacy
and results in fragmented data due to use of social media platforms. This in turn leads to lower
operational performance. Remaining 15% did not establish any viewpoints related with the
specific theme.
Theme 4: Changing technology, is a major challenge faced in adopting social media
marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Changing technology 10 50%
11

Lack of training 4 20%
Dipping organic reach 6 30%
TOTAL 20 100%
50.00%
20.00%
30.00%
Changing technology
Lack of training
Dipping organic reach
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
among them 50% sought to analyse that, emergency of new and advanced technology tend to
result in higher operational cost to the business. This helps in effectively carrying out the
business operation which in turn helps in attaining higher operational goals. 30% established
that, major challenge faced in adopting social media marketing is mainly associated with the
dipping organic reach of the company. The management of the company should focus on
managing the reach of the customers in order to gain attraction of valid customers. Furthermore,
20% said that, lack of training is one of the major factor which in turn largely affects the
business operations.
Theme 5: Yes, social media marketing helps in promoting desired culture and reaching new
customers.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
12

Yes 13 65%
No 2 10%
Maybe 5 25%
TOTAL 20 100%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7 65.00%
10.00%
25.00% % OF RESPONDENTS
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
65% has sought to analyse that, social media marketing helps in promoting desired culture and
reaching new customers. SMM is very useful in promoting the type of culture they want to
establish within the business organization. Social media marketing is useful in reaching new
customers which in turn leads to higher customer base and profitability. Other 10% said that,
SMM does not help in promoting the desired culture for the business. Remaining 25% evaluated
that, were not sure about this theme and did not give any clear judgement.
Theme 6: Highly agreed, social media marketing is considered to be one of the most cost
effective and versatile strategy to reach target audience.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 3 15%
13

Highly agreed 10 50%
Disagreed 2 10%
Highly disagreed 1 5%
Neutral 4 20%
TOTAL 20 100%
15.00%
50.00%
10.00%
5.00%
20.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
65% (15%+ 50%) has sought to analyse that, Social media marketing is considered to be one of
the most cost effective and versatile strategy to reach target audience. Social media helps in
increasing the traffic to the particular website of the company. It helps in reducing the marketing
cost and increasing sales and profitability of the business which in turn results in higher
operational goals and objectives. Other 15% (5%+10%) established the fact that, social media
marketing results in higher operational cost to the business. Remaining 20% did not establish any
viewpoints related with the specific theme.
Theme 7: Yes, social media marketing helps in immense ease and flexibility.
14

PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 14 70%
No 2 10%
Maybe 4 20%
TOTAL 20 100%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
70.00%
10.00%
20.00%
% OF RESPONDENTS
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
among them 70% has sought to analyse that, social media marketing helps in higher access
to the various international markets which in turn leads to greater opportunity to attain
higher customer base from all over the world. SMM gives an opportunity to the business by
effectively taking feedback. It also provides ease and flexibility by providing an opportunity
to take feedback from customers and also helps in carrying out market research associated
with the particular customers. SMM also aids to greater customer engagement where they
tend to carry out business operations with utmost ease and flexibility. Other 10% said that,
social media marketing is a time consuming process and it states that, negative feedback can
tarnish the brand image of the company. It also results in major privacy and security issues.
15

Remaining 20% evaluated that, were not sure about this theme and did not give any clear
judgement.
Theme 8: Facebook, is considered the most effective social media marketing platforms.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Facebook 6 30%
Instagram 5 25%
Twitter 2 10%
LinkedIn 4 20%
YouTube 2 10%
Pinterest 1 5%
TOTAL 20 100%
30.00%
25.00% 10.00%
20.00%
10.00%
5.00%
Facebook
Instagram
Twitter
LinkedIn
YouTube
Pinterest
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
30% sought to analyse that, Facebook is considered to be one of the most effective social
media marketing platforms which helps in attracting large number of targeted customers
with the help of advertisement. Other 45% (25%+20%) said that, Instagram and LinkedIn is
16

considered to be an effective platform which in turn helps in catering attention of customers
by improving ranking on search engine optimization and increasing traffic of the business.
Remaining 25% (10%+10%+5%) said that, Twitter, YouTube and Pinterest are effective
SMM which in turn helps in carrying out business operations.
Theme 9: Effective appropriate solutions for incorporating social media marketing in
rosewood hotel.
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
maximum number of managers has sought to analyse that, in order to incorporate social
media marketing into the hospitality industry the management should focus on developing a
website. They can also develop a social media page on Facebook and Instagram for the
Rosewood Hotel. They can make people aware about the services offered by the hotel
company. This helps in better interaction with the audience. The Rosewood Hotel company
can also focus on creating a blog which in turn helps in creating higher operational growth.
The management of the company can add the URL of the website on social media pages
which helps in catering attention of large number of customers from across the globe.
Theme 10: Effective social media strategies for the company.
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
maximum number of managers has sought to analyse that, adapting to differentiating
theories marketing activities leads to higher operational growth to the company. Adapting to
Google Ads, Maps, etc. helps in effectively carrying out business operations. Creation of
blog and effective content marketing strategy, chatbots, use of brand advocates, etc. are
considered to be an effective strategy which in turn leads to higher sustainable growth.
Establishing the social media budget, creating effective profits on relevant channels, and
also creating personalized experience is considered to be an effective strategy for the
Rosewood Hotel company.
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION
From the above conducted study it has been recommended that, social media marketing
with the help of various effective platforms like Facebook, Instagram, LinkedIn, YouTube, etc.
helps in effectively carrying out several business operations. It has been recommended that,
Facebook is considered to be one of the most effective social media marketing strategy which in
17

turn helps in attracting large number of targeted customers with the help of advertisement (Del
Vecchio and et.al., 2018). Furthermore, this study also recommended that, creation of blog,
effective content marketing strategy, chatbots, use of brand advocates, etc. helps in catering
attention of large number of customers with the use of effective social media platforms (15
Reasons Why Marketing Through Social Media is a Must For Every Small Business, 2019). It
has been recommended that, adaptation to various differentiating theories helps in effectively
carrying out several business operations (Liu, Pennington-Gray and Klemmer, 2015). Creation
of page on social media platforms which tends to describe the products and services offered to
the business. It has been recommended that, the hospitality industry should focus on creating a
personal website for the hotel which in turn focuses on specifying the various product details for
the business. This in turn helps in providing customized experience to the customers which
eventually results in higher operational performance and productivity to the business. One if the
key strategy associated with the SMM is that, it helps in effectively promoting social media
channels (Chang, Ku and Chen, 2017.). Rosewood Hotel must focus on personalizing the
experience of the customers which helps in catering attention of large number of customers. This
is one of the most considerate approach which helps in creating traffic for the particular website.
Promotion of business with the help of social media platforms and effectively complying with
effective social media platform sin turn leads to higher sustainable performance and productivity
for the Hotel industry. Media strategy is also useful in optimizing the use id SMM and
effectively reaching large number of customers from across the globe.
From the above conducted study it has been concluded that, social media marketing helps
in building customer relationships and is also very useful in reaching new customers. This study
has examined that, social media marketing leads to promotion of business with the helps of
various social media platforms which in turn leads to higher operational performance and
productivity. This study also determines that, the major challenge faced while adapting social
media marketing is mainly linked with the changing technology. Furthermore, it has been
summarized that, social media marketing is considered to be a strategic tool which helps in
promoting desired culture and reaching new customers. It has been analysed that, social media
marketing is an effective tool as it is considered to be one of the most cost effective and versatile
strategy to reach target audience. The next strategy highlighted by them was differentiating
theories marketing activities from the one that was adopted by their own respective competitors
18

thus maintaining the edge in the targeted customer group. It has been examined that, chatbots,
use of content marketing strategies, use of brand advocates, diverse content strategy, etc. are
effective social media marketing strategies which h in turn leads to higher sustainable growth
and helps in catering target customers.
REFLECTION
I have evaluated that, social media marketing in turn leads to higher sustainable growth
and attainment of higher customer base for the Hotel company. I have evaluated that, adapting
to effective social media platforms aids to immense flexibility to the business. I have gained
immense knowledge on the social media marketing and I have also investigated that, social
media marketing platforms is one of the cost effective method and considered to have a versatile
strategy which leads to higher operational efficiency. It was very interesting to determine the
best research methodology which helped me gain better insight on the research topic in order to
evaluate increasing trend of incorporating social media marketing in hotel industry. I have gained
viewpoints of various authors which helps in determining the current trend, challenges and
recommended strategies associated with the social media marketing. The most interesting part
while carrying out the particular research study is to prepare a questionnaire and attaining the
viewpoints of various respondents. This helps in effectively interpreting the data collected which
in turn helps in gaining reaching valid conclusive points in order to attain goals and objectives of
the research topic. I have also evaluated that, Facebook is considered to be one of the most
effective social media marketing method.
TASK 4
Covered in PPT
19

REFERENCES
Books and journals
Bresler, L. and Stake, R.E., 2017. Qualitative research methodology in music education.
In Critical Essays in Music Education (pp. 113-128). Routledge.
Chang, Y.C., Ku, C.H. and Chen, C.H., 2017. Social media analytics: Extracting and visualizing
Hilton hotel ratings and reviews from TripAdvisor. International Journal of Information
Management.
Del Vecchio and et.al., 2018. Creating value from social big data: implications for smart tourism
destinations. Information Processing & Management. 54(5). pp.847-860.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Godey, B. And et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Leung, X.Y., Bai, B. and Erdem, M., 2017. Hotel social media marketing: a study on message
strategy and its effectiveness. Journal of Hospitality and Tourism Technology. 8(2). pp.239-
255.
Liu, B., Pennington-Gray, L. and Klemmer, L., 2015. Using social media in hotel crisis
management: the case of bed bugs. Journal of Hospitality and Tourism Technology. 6(2).
pp.102-112.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Quinlan, C and et.al., 2019. Business research methods. South Western Cengage.
Silverman, D. ed., 2016. Qualitative research. Sage.
Online
15 Reasons Why Marketing Through Social Media is a Must For Every Small Business. 2019.
[Online]. Available through: <https://www.lyfemarketing.com/blog/marketing-through-
social-media/>
1

APPENDIX
Questionnaire
QUESTIONNAIRE
1. For how long you have been working in this company?
 0 to 5 years
 5 to 15 years
 15 to 25 years
 More than 25 years
2. What do you understand by the concept of social media marketing?
 Basis for decision making
 Building customer relationship
 Reaching new customers
 Increase brand exposure
3. Do you agree integration of social media marketing helps in higher operational performance?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
4. According to you, what are the challenges faced in adopting social media marketing?
 Changing technology.
 Lack of training
 Dipping organic reach
5. Do you think social media marketing helps in promoting desired culture and reaching new
customers?
 Yes
 No
 Maybe
6. Do you agree, Social media marketing is considered to be one of the most cost effective and
versatile strategy to reach target audience?
2

 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
7. Do you think social media marketing helps in immense ease and flexibility?
 Yes
 No
 Maybe
8. What are the most effective social media marketing platforms?
 Facebook
 Instagram
 Twitter
 LinkedIn
 YouTube
 Pinterest
9. What are effective appropriate solutions for incorporating social media marketing in
Rosewood Hotel?
10. What are effective social media strategies for the company?
3