Critically Evaluate Digital Technologies in Visitor Economy: A Report

This report examines the role of digital technologies in the visitor economy, specifically focusing on social media and mobile technologies within the hospitality sector, using JW Marriott as a case study. It begins with an introduction to digital technologies and their importance, followed by a literature review on social media marketing and its impact on the hospitality industry. The report then analyzes how mobile technology helps determine competitiveness, detailing the types of mobile technologies used and their impact on the industry. Key aspects include the importance of social media for brand image, customer interaction, and marketing strategies, as well as how mobile technologies enhance operational efficiency and customer communication. The report also addresses the challenges and opportunities of implementing these technologies, concluding with an overview of the digital landscape in the visitor economy and recommendations for future strategies. The report emphasizes the significance of digital analytics in understanding customer behavior and improving customer experiences, ultimately aiming to enhance business performance and achieve competitive advantages.

Digital Technologies in the Visitor
Economy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Importance of Social media and Mobile Technologies...............................................................3
Literature Review........................................................................................................................3
Social media marketing in the hospitality sector.........................................................................4
how mobile technology help to determine competitiveness in the business environment..........7
Types of Mobile technologies which are used by the company..................................................8
How Mobile Technology Is Changing the Hospitality Industry?................................................9
CONCLUSION..............................................................................................................................12

INTRODUCTION
This report is on going to study on the digital technology in the visitor economy. In the
current area it is very difficult to analyze the individual who use social media and mobile
technology. Internet is the wide area which is provided opportunity for the individual in order to
use online platform and mobile technology. Social media technology and mobile technology is
very important for the individual in their daily life routine because it help to enhance their quality
and expand their business and to meet with the requirements of the consumer. Digital technology
is the concept which supports the individual to improve and enhance their efficiency so that they
can enhance their productivity in the working environment. The digital technology also enhances
collaboration content management communication skills of the individual in order to get more
experience. This report going to considered JW Marriott hotels which is a luxury hotel brand
owned by Marriott International Company. the hotel brand JW Marriott Hotel is founded in 1984
in United States. Singapore is the one of the amended and popular destination which has several
accommodations in their country in order to provide services to their visitor. This report is going
to analyze about the Technologies which are adopted by the the hotel in order to improve their
capabilities.
MAIN BODY
Importance of Social media and Mobile Technologies
The social media Technologies and mobile technologies are very important for the
organization in order to get success and enhance their opportunity for stop social media
Technologies and mobile Technologies help the organization to facilitate the procedure in order
to enhance their interaction among the consumers in the organization and deliver appropriate
information in order to improve their brand image. This report is going to highlight about the

importance and advantages of and how it creates impact on the organization performance in
order to get success and overcome the challenges which are facing by the company.
Literature Review
Social media is a very important and effective platform which enables the individual in
order to communicate the people by sharing information and knowledge by using online
platform stop there are several sites and application which are adopted by the organization in
order to communicate with the consumers and enhance their brand image.
There are several social media sites like Instagram Facebook Twitter YouTube websites blogs
and many more. There are several methods of social media platform which help the organization
and invisible to interact with consumers and share the information by using this platform.
Social review sites: Several sites like trivago, agoda, TripAdvisor in which the individuals are
capable to find about the location and destination which they are looking for in order to book
their tickets and to identify about the information of the particular destination.
Media sharing networks this is the platform in which the individuals and the organizations are
exchanging and sharing their videos photos and information by using these platforms like
Instagram, Snapchat, and YouTube.
Social networking sites these are the sites which are also known as relationship networking
sites. Social networking sites help the organization to enhance their relation with their consumer
and meet with their requirements in order to enhance their productivity. Social networking site
the organization become capable to connect with the consumers and from brands by using social
media platforms like Face book, Twitter, LinkedIn and many more.

Social media marketing in the hospitality sector
The hospitality sector is there industry which influenced gaining attention for the
business in order to enhance their productivity. The hospitality sector using social media
platform in order to provide several information about their hotel and also provide information
which is associated to the hotel. It is very required for the company to identify before
implementing of any social media strategies for the hospitality sector that they have to identify
their audience and their requirement. After that it is required for the company to create their
business profile. Social media marketing transform into the information system in order to get
information about the company and interact with their consumer. While then the company is
using traditional marketing strategies in which there is only one way interaction from the
organization to the consumer (Adrian, and Mancini-Griffoli, 2019). But after using social media
marketing create two way interactions among the consumers and Company. When the company
implements the strategies of social media marketing then they become much capable to
communicate with them and identify their requirements and needs. There are several tourists
who are engaged in analyzing about the information and getting information by using internet
and social media platform.
Social media strategy
There are several types of strategy which are adopted by the organization in order to
increasing implementation of the social media strategy in the company in order to accomplish
their goals and objective and find the better way to interact with their consumer. On the basis of
the current scenario it has been analyzed that the social media strategy process is adopted by the
company in order to accomplish their goals and developing that way which is very valuable in
order to provide the services and the products in a very appropriate manner in order to get
opportunities. There are several kinds of factors which are considered by the organization in
context of social media strategy which are mentioned below:
Target market: The organization are trying to adopt target market strategy in order to select the
relevant group of people who are interested in their services and products which are provided by
the organization. In context of JW Marriott Hotel data gets the more potential tourist and
returning guest for the organization that will provide an influence about the contents which are
provided by them (Aguayo, Eames and Cochrane, 2020).
Communication as the main focus: The major benefits of using social media platform are that
it provide in facility and interaction among the consumers and the company. It is very required
for the organization to be aware about the products and services which they are advertising to
their consumers. As the captions and the data which are used by the organization in order to
advertise their product is have to be very relevant that does not affect anybody sentiments. Soap
it is required for the company to become much aware. Also, the main advantages of using social
media platform are that it is a two way communication method in order to identify the needs and
demands of the consumers.

Content with quality: As the organization are trying to develop some contents which is related
to their company but it is required for the company that the continent which are formulated by
them has amended quality that triggers the audience in order to connect with them. It is required
to them that considered that things which are interesting and attract more consumer towards the
companies with amended quality. When the consumers are interested in the organization and
about their product then it creates good impact on the organization in contacts of their efficiency
and effectiveness.
Impacts of social media marketing in the factor of hospitality
There are several kinds of social media marketing impact on the company which are
increasing. There are several factors which is associated to the needs and requirements of the
consumer and their several factors who create impact on the company which is associated to the
consumer behavior these all the factors are mentioned below in context of hospitality
sector(Andrejevic, 2017). As the most of consumers are engaging with social media platform in
order to investigate about the trips and accommodation in order to take decisions about their
travel and shared their experience about a particular hotel or particular restaurant. Social media
platform become a very huge platform in order to upgrade any kind of business and in order to
enhance productivity of the company.
 from past few years social media websites like Twitter, Face book, have a Revolutionized
not only the way in which the people interact with each other also revolutionized the way
in which the company interacting with their consumer in order to increase efficiency .

 Social media platforms write twitter Instagram, Facebook for me the consumer to share
suggestion and tips to the company that is very valuable for the organization in order to
enhance their productivity
 Travel and Tourism Company are totally relying on the use of word of mouth in order to
spread the opinions and the Recommendation of the particular company.
 Main using social media platform it create impact on the company in order to improve
the consumer retention rate and higher efficiency and brand loyalty.
 Social media platform also improve the performance of the company by increasing the
brand reorganization and also increase the sales profit of the company by the support of
their customer(Pallesen and Aakjær, 2020).
 Electronic word-of -mouth is formulating between several consumer who purchase online
in that way they communicate with each other by formulating and spreading the
information about a branch. So it creates positive impact on the organization in order to
build a brand image in a very effective manner.
how mobile technology help to determine competitiveness in the business environment.
Mobile technology helps the company to improve their competitiveness by building
connection among the competitive scope and competitive advantage. The mobile technology also
support the company to increase their capability to co-ordinate their practices nationally globally
and regionally(Novikova, 2017). It also helped them to unlock the power in trade to create more
competitive advantages. Mobile technology is a very important for the organization and creates a
huge impact on the business operation. It doesn't matter for the company and for the technology
that what are the size of the company allergy has the intangible and tangible advantages that will
going to support the organization in order to increase their profitability and produce the positive
outcomes to what the consumer. Technology infrastructure is the concept which create impact on
the efficiency of the company culture and the connection of the business towards their

consumers. It also help the company to gain more competitive advantages in order to increase
their efficiency and effectiveness. There are few benefits of using mobile technology are
mentioned below:
Communication with customer
By using mobile technology it affects the organization capability in order to interact and
communicate with their consumer. In two days business environment is very required and
important for the workers of the company to communicate with their clients in a very appropriate
manner in order to build connection(Chaffey, Edmundson-Bird, and Hemphill, 2019). In the
websites and the mobile Technologies help the consumer to find out about the answer to their
questions after ask. As in mobile technology there is a email that help the customer and
organization to communicate with each other. These Technology allowed the organization to
move their goods and services over a large area. When the consumer of the company and the
employees are using this technology in order to communicate with each other then create several
benefits for the organization to build their amended relationship with them.
Efficiency of operations:
Technology also supports the organization to enhance their efficiency which is associated
to their operation. This also supports the business to analyze about their cash flow requirements
and predict about their resources and physical space. Mobile Technologies and some warehouse
inventory Technologies support the business to understand about the how to manage and storage
of the holding a goats. With the amended technology in the organization the executive and the
employees can save their money and time by holding a meeting over the phone and over the
application. In covid-19 pandemic the mobile Technologies play a vital role in the business.
Business culture and class relation
Technologies help the organization to develop a team if the organization because the
workers at several locations have a better Communications. If the managers and the leaders of
the organization can interact with their coordinates at a several location then it help them to save
their time and money in order to engage any meeting(Dewdney, 2019).Technology help the
workers to put their several and different background a side and communicate with them in a
very appropriate manner.
Research capacity
By using mobile technology the company can get new opportunity in order to gain more
competitive advantages (Nissen, 2018). The internet permits the business to virtually travel into
several markets without any cost and risk factor.

Types of Mobile technologies which are used by the company
Mobile technology is the concept which consists portable two way communication
devices in order to communicate with the person. There are several computing devices and
network Technology that help the individual to operate mobile technology. Now a day’s mobile
technology is there type find by using some internet enabled devices like watch Smartphone
tablets and several more(Frey, Gusmerotti, Corsini, and Sarti, 2017). These are the current
innovation in the mobile technology that includes notebook computers mobile telephones GPS
Navigation to WebPages and many more. The communication networks which are used by the
company in order to connect the kinds of devices with technology. the mobile technology is
growing in a very rapidly in the globe. There are few types of mobile Technologies which are
mentioned below:
Cellular networks: The radio networks which are using distributed cell in order to enable
mobile distributed cell phones in order to switch frequencies and communicate with doubt
instruction in the Geographic area.
4G networking this is the also mobile technology which use packet switching technology that
help the person to organize the data into packets in order to transmission of the information at the
destination.
Wi-Fi this is the radio wave which help to connect the devices through internet in the localized
router switch is called hotspot (Kostadinova, 2020). Wi-Fi is the network which are connected to
the towers for the internet access and but it’s not automatically pass their services without
developing a Wi-Fi connection.
Bluetooth this is the also part of the mobile technology in which a telecommunication company
use this network in order to connect the device over short distances using short wavelength radio
waves. It is used to connect search pair of devices like headset speaker phones and several more.
Trends of mobile technology in the hospitality industry
 Use of artificial reality and virtual reality in order to deliver exceptional booking
experience.
 Adoption and utilization of the big data and virtual assistants in order to increase the
operations of the company.
 Adoption of the block chain technology
 Use of artificial intelligence powered chat bots in order to increase the effectiveness of
the company and attract too much consumers towards the organization
 Increase the Tech launches in order to adopt better Technology for the operations
management

How Mobile Technology Is Changing the Hospitality Industry?
Mobile technology is changing the hospitality industry in the very e appropriate manner.
There are approximately 85% of the tourist which use mobile Technologies during their time of
travelling. And there are approximately 74% of Travelers which prefer using mobile application
in order to book and get information about the hotels(Neuburger and Egger, 2017). Hotels
mobile technology supports the individual to make their decisions about the booking and about
the amenities because the mobiles Technologies provide the facilities to get the information
about the particular hotels. The J W Marriott are using mobile technologies in order to enhance
their productivity and attract so many customers towards the organization so that they can
enhance their efficiency and effectiveness in front of their customer. Mobile technology in the
hospital industries are using internet in several presence of apps which are associated to the
mobile technology and support the organization to change in there Technologies for several
practices in order to provide better human services and engagement.
Characteristics of mobile application for the hospitality industry
 It motivates the individuals and encourage the self service facilities and practices
 Mobile Technologies have a mobile friendly applications and websites which are very
easy to use
 Helps the individual to take information and share the information and always keep up to
date about any modification in the company
 By using mobile technology the individual can predict about the better train which rely
on the consumer behavior
 To support the organization to build and maintain long-term connection with their
consumers
 It's provide leverage towards the Loyalty program features
In the hospitality industry the mobile technology developed new parameters in order to
provide better services and by developing personalized seamless experience for the consumers. it
is very required and important for the organization to develop seamless experience of the clients
in order to attract them towards the company. For mobile Technologies for hospitality industry is
very beneficial for the organization in order to increase customer loyalty and increase the
efficiency. Strong features and capability provide entire customer experience towards the
company and help to bridge the relationship among the user and the hotel. As there are several
hotels who have relies that the mobile website and applications are the major Technologies that
help them to motivate and encourage the potential customer to to book the hotel rooms and check
the availability and the services which are provided by the company. Mobile applications for the
hospitality industry are the amended way in order to ensure about the quick booking experience
for the consumers and make them keep up to date about the any offers which are offered by the
organization by using regular application notification (Healy, Riper and Boyd, 2016). The
mobile technology also empowers the hotels in order to market their land and properties and also

the services and amenities which are provided by them in order to engage more consumers
towards the organization full stop there are several hotels which use online content management
system .there are several hotels which use online content management system. The online
content management system help them to make sure about the real time information towards the
consumer(Kolarevic and Duarte, 2018). By using online content management system the
organization become capable to manage the information which is represented in front of the
users and if there is any modification then they can delete and insert the data within the second.
The advantages of using content management system is that the all modifications are easily
delete or insert within seconds by using mobile devices of the consumers. By using this
organizations become capable to save their time.
Advantage of mobile technology and social media marketing
 Mobile marketing helps the organization to get more competitive advantages and also
help them to reduce the main power by giving the entrepreneur better business
advantages and profit.
 Also help the organization to lower their cost and in hands easy tracking and
customisation and many more.
 Mobile Technology has a higher efficiency and productivity of the employees in the
organization
 Very amended quality and the ability of the managers and services which are provided by
the organization towards their consumer
 Mobile Technologies have the ability to increase the communication among the
organization and consumer.

 It also improves the network capabilities of the organization in order to get more
opportunities.
 Amended social media marketing strategy support the organization to increase their
traffic with better Search Engine Optimization in order to improve the brand image and
conversion rates.
 It also help the individual to increase their skills and visibility towards the consumer in
order to connect any time with the customer.
These are the advantages of using mobile Technologies and social media
marketing through which the JW Marriott can enhance their productivity in the
Marketplace and get more success.
RESEARCH METHODOLOGY
The procedure and the concept which is associated to the grabbing data and information
in order to conduct the investigation is called as research methodology. There are various kinds
of factors that help the company to conduct the investigation and collect the data for the
investigation which include in the methodology. There are several steps that are adopted by the
organization in order to separate several kinds of factors of Investigation in order to perform the
task in a very appropriate manner and which are mentioned below:
Research philosophy: Research Philosophy is a concept of collection and grabbing the relevant
data which is associated to the specific process in order to accomplish the goals and objectives.
Research philosophy helps the organization to make assumptions and provide appropriate
justification for the same. There are two types of research philosophy which is positivism and
interpretive.