Digital Technologies Impact on Visitor Economy: Royal Nawab Study

This report analyzes the significance of digital technologies, especially social media and mobile applications, in improving the visitor economy, using Royal Nawab Restaurant as a case study. The introduction highlights the importance of digital technology in the hospitality industry for enhancing customer experience and brand image. The literature review explores the concept of digital technology, its use in the growth of Royal Nawab Restaurant, and its influence on the visitor economy. The research objectives include understanding digital technology in hospitality, evaluating social media and mobile technology usage, determining digital technologies' influence, and identifying ways to help the restaurant succeed. The report discusses the benefits of social media, mobile apps, and their impact on customer loyalty and brand promotion. The case study likely examines Royal Nawab Restaurant's digital strategies and their effectiveness. The discussion section synthesizes the findings, and the report concludes with recommendations and references to support the analysis. The new social media strategy is also discussed.

Digital technologies in
the visitor economy

Table of Contents
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................3
Concept of digital technology in the context of hospitality industry..........................................3
Use of social media and mobile technologies in the growth of Royal Nawab Restaurant .......4
Influence of digital technologies in improving visitor economy................................................5
Ways that can help Royal Nawab Restaurant in attain success at market place........................6
CASE STUDY.................................................................................................................................7
DISCUSSION..................................................................................................................................8
NEW SOCIAL MEDIA STRATEGY...........................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Title: To analyse the importance of using digital technologies especially social media and
mobile applications in improving visitors economy. A study on Royal Nawab Restaurant.
INTRODUCTION
In current scenario, digital technology consider as one of the important aspect that
enables vast amount of data to be closed in little retention device. It stored and preserved.
Mainly, it is relate how people interact, acquire and activity. Along with this, it is also consider
as a process through which individuals link with one person to another through various channels.
This will improve the connectivity within the economy. In relation to business organization,
utilization of digital technology is crucial as it assist company in interacting with different type
of customers. By this they easily provide them necessary data and information about its
offerings. It also help in increasing consciousness in industry and consumers mind (Neuhofer,
Buhalis and Ladkin, 2014). Due to competitive environment in market, use of digital technology
is crucial as it improve customers experience by giving them all the required data and
information towards the firm and its services and on the other side it also support business
organization to reach large number of customers. Apart from this, the primary advantage of
digital technology is that it improve better connection with more and more customers which
support in developing positive brand image and reputation. Current study is supported on Royal
Nawab Restaurant, is a beautiful restaurant located in London. It provides assortment of food
services to consumers with the aim of enhancing their optimistic image. The primary aim of this
company is to established competitive representation by providing superior food services to its
customers for retaining them for longer time period. For attaining the same, company also tries
to connect with large customers by using different digital technologies. As it provide them better
support and opportunities to invite more and more consumers towards its services. The important
focal point of this restaurant is to supply positive customers cognitive content to compete their
rivals and gain larger market share.
In addition of this, both social media and mobile applications are the leading portion of
digital technology that used by company as a tool which help them in creating awareness in
customers mind by providing them information about its offerings (Hollis and et. al., 2015). Both
tools are used by business organization that help them in connecting with all the set goals and
target is stipulate time frame. In addition of this, rise of digital platform has increased day by day
that directly contribute sin enhancing variety and volume of products in front of customers. It
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influence their needs towards company offerings. By this, restaurant can raise their market share
as compare to its competitors.
The major reason behind selecting this topic is to measure the importance of using social
media and mobile application in enhancing visitors within the company. Royal Nawab
Restaurant use mobile application and social media to boost their services in market for inviting
more and more consumers to consume its offerings as per their needs and wants. By using social
media and mobile applications, organization interact with consumers and analysis their demand
towards company services (Lamberton and Stephen, 2016). Furthermore, there are various social
media platform like Facebook, Instagram, Twitter and many more. These are crucial tools of
marketing by which restaurant share all the important information about its offerings to give
higher satisfaction. It will lend in developing optimistic image of company and also attain
growth at competitive market.
Research aim:
To examine the significance of using digital technologies especially social media and
mobile applications in improving visitors economy. A study on Royal Nawab Restaurant .
Research Objectives:
 To understand the concept of digital technology in the context of hospitality industry.
 To Evaluate the use of social media and mobile technologies in the growth of Royal
Nawab Restaurant .
 To determine the influence of digital technologies in improving visitor economy.
 To identify the ways that can help Royal Nawab Restaurant in attain success at market
place.
Research questions:
 What is the concept of digital technology in the context of hospitality industry?
 What is the use of social media and mobile technologies in the growth of Royal Nawab
Restaurant ?
 What is the influence of digital technologies in improving visitor economy?
 What are the ways that can help Royal Nawab Restaurant in attain success at market
place?
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LITERATURE REVIEW
This section is more crucial as in research as it assist in assembly in-depth data about
specific topic. Along with this, it is based to the secondary sources of data collection which
includes different sources such as books, journals, articles and many more. These are aid in
evaluating the information. By this, researcher can evaluate the accurate results in order to take
right decision at the end of the research. Along with this, researcher analysis this aspect on the
basis of research aims and objectives to evaluate the issues along with effective description.
Concept of digital technology in the context of hospitality industry
According to Uzunoğlu and Kip, (2014), as current scanario, digital technology consider
as an crucial activity through which company interact with customers to improve their
performance level. In hospitality industry, digital technology show a crucial role in creating
awareness in market and customer mind about company offerings. It may help in establishing
competitive image of the firm at market place. Furthermore, growth of digital technology across
the business has been large that provide opportunities in front of organization to successful
operate their business. Digital technologies includes social media that used by hospitality
industry as a marketing tool for connecting with large number of people at a time and also
influence them to visit the restaurant again and again. Mainly, it is consider as most powerful
tool to interact or connect with people for making them aware about all the recent trends in
hospitality industry. By using social media, company promote their services for inviting large
number of users for increasing their customers base. By this company easily established their
competitive place in market place and also compete their competitors. In this regards, digital
technologies also increase the chances of expanding business activities through which they easily
develop their famous image that may influence customers to visit again and again.
Along with this, mobile apps in also a important aspect for company because it changed
the way of business and its operational activities as well. It also influence large number of
consumers as they easily give their reviews about the products online by using mobile apps. This
may help restaurant to improve their services according customers taste. It improve the
customers base and chances of capturing their attention. For attaining the same, restaurant also
set websites on which all the necessary information about specified services are posted through
which service users get easily aware and at the same time also select the best one as per their
requirements. Mobile application includes various benefits like it allow customers to check
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restaurant menu before making reservations, allow them to book their table or reservations,
provide special deals, payment portals, reviews and so on. All these are contribute in keeping
customers satisfied and also get positive experience. This is the reason that mobile apps help
restaurant in increasing their overall sales. Number of customers use social media and mobile
applications that provide them all the updates about company and its services and at the same
time also allow them to reserve their products and services. This will help in improving their
experience by creating their loyalty. The primary advantage of implementing digital technology
is to develop better customers relation by providing them higher satisfaction as per their
requirements.
Use of social media and mobile technologies in the growth of Royal Nawab Restaurant
According to Zhang, Abound Omran and Cobanoglu, (2017), implementation of social
media and mobile technologies is effective aspect for every business organization to
communicate with large number of people for developing positive relationship. In this context,
social media is includes various services over the internet that provide advantage to interact with
people and also share information of company and its offerings as well. On the other side, mobile
applications is also play a important role in enhancing overall growth of the company because it
help Royal Nawab Restaurant to know about customers and what they want from them. As it
create relation between services users and service providers. The main reason behind using social
media is to get customers attention that support business in accomplishing growth level at market
place. With the use of both tools customers connect with restaurant and also aware about all the
changes within its services. In this regards, there are various use of social media and mobile
technologies in overall growth of Royal Nawab Restaurant . These are as follows: Increased valuable customers: The main purpose of implementing social media and
mobile application is to gain customers base by serving quality services according to their
requirements. For this, Royal Nawab Restaurant analysis customers demand by
communicating and interacting with them and provide them same. It will support in
enhancing overall sales and profitability level of restaurant. Increased customers loyalty: Use of social media and mobile application support in
keeping customers loyal about company offerings as well. In this, Royal Nawab
Restaurant posted authentic and real information about all the services that they offered.
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It influenced customers to consume its products and satisfy their needs. By this service
users retain and also consume its services again and again. Promote brand: It is essential for organization to promote their brand at market in order
to influence more and more consumers to buy company products. It may improve its
organizational performance at competitive place. In this, Royal Nawab Restaurant use
mobile application and social media platform to promote company image to connect large
number of service users. It positively contact on performance of the organization and also
raise its market share.
 Connect with customers: The major use of social media and mobile application is to link
with more and more customers with the aim of establishing its competitive image at
market. Along with this, restaurant promote their products with the aim of connecting
with them.
Influence of digital technologies in improving visitor economy
According to Coca-Stefaniak and Carroll, (2015), digital technologies has huge influence
in business organization and visitor economy as well. As it also affecting entire activities of
restaurant and its customers as well because it change the perception and mind set towards the
services. This may positively impact on profitability of company at market. As digital
technologies are used as a tool by which people are connect with each other and also maintain
positive relationship they assist them in improving the possibilities of accomplishing growth
level. The main purpose of using digital technologies is to accomplishing competitive image by
encouraging consumers to consume its services as per their requirements. Mainly, visitor
economy is consider as a concept that is much broader than tourism. It also determine direct,
indirect and induced economic activities related from visitors interactions within the destinations.
In this digital technologies play a crucial role in connecting visitors with particular activities of
destination that may support in improving their satisfaction level. As there are different
influences of digital technologies that may support in improving the visitors economy are as
follows: Higher economy: Uses of digital technology may connect visitors with different place
where they want to go and visit. By this they gather all the necessary information about
the particular destination that help them in increasing the visibility towards the place.
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This is the reason they prefer to visit the place through which economy of nation will be
increased that support in developing condition of nation or economy as well. Improve visibility or an experience: It is one of the important and crucial aspect of using
digital technology as it provide support in aware about specified location and destination.
It may improve their visibility about the same place and at the same time also get
experience. For this they use social media and another tool of digital technology. It
positively influence visitor economy by enhancing number of tourist at nation and
particular area. Better coordination: By using social media and mobile application, different department
of travel agencies may keep better coordination that help then in providing positive
experience to visitors. As they also communicate with target audience and also influence
them to visit again and again. This will increase revenue and economic growth.
 Better private sector investment: Digital technologies play a crucial role in inviting huge
visitors within the economy towards specified destination. As it generate huge revenue
that make economic condition more strong. It may help in considering better private
sector investment in which visitors invest fund to visit various places or destination to
gain more experience.
All these influences are consider as an effective aspect by which visitors can easily
enhance their experience. This is possible by using digital technology especially social media
and mobile application. Both tools are support them in gathering all the necessary information
about the particular place or destination where they want to visit.
Ways that can help Royal Nawab Restaurant in attain success at market place
According to Srivastava and Beena, (2017), it is essential for every business to
accomplishing their growth at competitive market. For this, they use different ways and option
within the activities with the aim of capturing market share from its competitors. In this, social
media and mobile technology play a crucial role in spread out its activities for making brand
image more popular. Both tools see as a marketing tool through which company boost their
services and connect with huge number of customers. This is the reason that company easily
influence or encourage them to consume its services to satisfy their needs and wants. In this
context, there are different ways by this company promote their image or invite more and more
customers towards its offerings. All these are as follows:
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 Better understand about customers: It is one of the important way of building optimistic
image at market. Along with this, company is responsible for analysing customers taste
towards products. This will help business organization to offer their quality services
accordingly and improve their positive experience as well. Along with this, restaurant
evaluate the target customers and ways to fulfil the customers demand by offering them
best quality. Improve company image or branding: It is crucial for organisation to maintain their
image in market by connecting with customers. For this, they increase awareness about
its brand to attract more and more consumers towards its services. Furthermore, for
establishing competitive image at market, company also analyse competition level that
give by its competitors. By this, they offer better services as compare to its competitors. It
may directly contribute in accomplishing competitive edge at market and capture market
share from its competitors.
 Measure effectiveness of marketing: Every business organisation wants to boost its
products in market for attracting number of customers towards the same for increasing its
profitability level. For this, Royal Nawab Restaurant use various online websites and
tools like Facebook, Instagram, Twitter and many more. These are the major tool of
social media used by company to connect with customers and provide them all the
necessary information. It help in encouraging customers to consume its services to satisfy
their needs.
CASE STUDY
Royal Nawab Restaurant is a medium size company operate their business in London
with the aim of accomplishing growth. The primary reason of this case study is to evaluate the
influence of social media and mobile technology in enhancing growth of Royal Nawab
Restaurant. The main focus of this restaurant is to provide excellent and high quality of services
to customers to attaining their positive experience. Furthermore, company also utilize social
media and mobile technology such as Facebook, Twitter, Instagram and so on platform to serve
their services in wider market. Company has famous brand image in customers mind that support
them in inviting more and more clients to consume its services for satisfying their needs ad
wants. By using social media, company gain possibilities of accomplishing sustainability in
market and also influence their customers to buy its food again and again. In this regard, the
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main focus of Royal Nawab Restaurant is to give best and positive experience to its services
order that support them in improving its competitive brand image. This is the reason number of
customers are attracted and also make it more popular in market as compare to its competitors.
For accomplishing their famous image in upcoming time, Royal Nawab Restaurant needs to
analyse market trends by using mobile technology and social media. As it provide opportunities
to restaurant to understand about its customers and their taste towards offings. This will provide
advantage to company in attaining sustaining growth in competitive market. Apart from this,
promoting brand image and services, it is important for Royal Nawab Restaurant to use different
social media tool like Facebook, Twitter, Instagram and many more which help in connecting
with number of people who are willing to pay for food services. Currently, company has popular
image n market and customer mind through which they easily keep customers retain for longer
time of period. But on the other side, company also tries to promoting their services in weekends
because that days more and more people are visit the restaurant for spending time and eating
food. By this they easily promote their services, that help them in increasing their market share
and profitability level also.
DISCUSSION
In business organization, implementation of digital technology is one of the crucial
activity that support in exploding the possibilities of establishing competitive image at market
place as compare to rivals. In this, social media and mobile technology is includes as a crucial
activity by which company formulate their business to connect with more and more customers. It
support in creating positive image in customers mine and also spread its quality services in
market place (Buhalis and Foerste, 2015). By this, company attract customers towards its
services and at the same time also keep them loyal. By this, restaurant can capture market share
from its challenger. For attaining this, Royal Nawab Restaurant create or develop their websites
that help them in expanding their online presence in market place. By using social media sites
like Twitter, Facebook, Instagram and so on help in maintaining its competitive edge through
which company easily capture numerous marketing opportunities. In context of Royal Nawab
Restaurant, currently they use social media platform for promoting its services and connecting
with its customers. By this they easily increase awareness in market place that contribute in
enhancing strong customers base. As there are various advantage of social media within the
business organisation that can be understood by following points:
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 Faster, Easier communication: Social media is a platform through which customers can
connect with company faster and easier. As company can take communicate with them
through various tools like Facebook, Instagram, Twitter and so on. By these, company
receive, review and respond to customers faster than ever before (Househ, Borycki and
Kushniruk, 2014). It also positively impact on building healthy relation with customers
through which Royal Nawab Restaurant easily gain potential business opportunities in
market place. Customer Feedbacks: The main opportunities of social media is that it help in taking
feedback from its customers that support organisation in understanding their perception
towards its offerings. In this regards, the primary focussing of Royal Nawab Restaurant
is to provide better satisfaction to its potential or new customers by providing them better
quality services according to their needs. For this, company take feedback by
communicating with them. By this, they understand customers taste and preferences so
that they can provide possible experience to make them satisfied. In this context, social
media help Royal Nawab Restaurant by providing them platforms ton directly
communicate with customers to receiving real feedback. It support company in building
true and positive image that encourage service users to use its services again and again.
By this, company bring strong customers base that support them in capturing large
market share from its competitors. Impress potential customers: Utilization of social media is also effective for Royal
Nawab Restaurant as it assist in maintaining brand reputation with the aim of influencing
or impressing potential customers. It may aid in retaining or sustaining customers within
the organization for longer duration. Furthermore, customers are also use social media on
which they make better purchasing decision that directly contribute in establishing
competitive image in market (Viitanen and Kingston, 2014). This will increase overall
sales of Royal Nawab Restaurant and also accomplishing competitive image. Branding: It is major capability of social media that support organization in making their
branding at competitive place. Through social media, Royal Nawab Restaurant create
high conversation with large number of customers to put their positive impression in-
front of consumers and its competitors as well. It may contribute in keeping brand image
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at the top position that change the buying decision of customers. By this, Royal Nawab
Restaurant easily maximize the chances of establishing competitive edge.
 Track competition: One of the main advantage of using social media is to analyse the
tactics and practices used by competitors of the company. By this, firm can easily
improve their performance. Along with this, by implementing social media within their
activities help them in understanding about market competition and also understand their
customers wants. Through this, Royal Nawab Restaurant easily amend their image make
them more competitive in-front of its competitor.
NEW SOCIAL MEDIA STRATEGY
It is essential for business organisation to effectively implement new social media
strategy that support them in increasing the popularity and connectivity at market place. For
attaining sustainable growth at competitive market place, Royal Nawab Restaurant needs to use
effective social media strategy through which they encourage their product in wider area for
capturing customers attention towards the same (Martínez-Pérez, De La Torre-Díez and López-
Coronado, 2015). This will increase the chances of accelerative profitability level of restaurant at
competitive market. In this context, the primary goal of implementing social media strategy is to
raising brand awareness, create new leads, grow revenue, assist brand engagement, build a
community around the company, provide good social customers services and many more that
directly contribute in increasing sales of company. The main objective of developing a new
social media strategy is to raise customer base or profitability by connecting with number of
service user in upcoming time frame. In this, company use effective social media tool such as
Facebook, Twitter and Instagram by which company promote their services in front of customers
and also influence them to consume the same (Tufekci, 2014). This will increasing public
awareness and also creating optimistic brand image. With the assistance of this, company easily
attain higher success at competitive place.
CONCLUSION
As per mentioned research it can be summarised that digital technology is consider as an
important aspect for every business organization to connect at global level. As it provide
platform by which company easily operate their activities and at the same time also make it more
smoother. One of the main advantage of implementing digital technologies is to improve the
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