E-Tourism Report: Social Media and Artist Residence Analysis

This report delves into the realm of E-Tourism, exploring the transformative impact of digitalization on the tourism industry. It examines the critical role of social media in shaping marketing strategies, brand awareness, and customer engagement. The report analyzes the advantages and disadvantages of social media in the context of tourism, highlighting its influence on guest acquisition, cost reduction, and customer service. A significant portion of the report is dedicated to a case study of Artist Residence, a small to medium-sized enterprise (SME) that leverages social media for marketing and customer interaction. It discusses the importance of social media in the tourism sector, outlining new strategies for revenue generation and business growth. The report also includes a literature review that supports the findings, offering insights into the evolving dynamics of the tourism industry in the digital age.

E-TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature Review.............................................................................................................................1
Advantages and disadvantages social media in context of tourism.......................................2
Case Study Review on Artist Residence.........................................................................................5
Discussion on Artist Residence......................................................................................................6
Importance of social media for the field of tourism...............................................................7
New Social Media Strategy for Artist Residence............................................................................7
Conclusion.....................................................................................................................................10
.......................................................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
E-Tourism can be defined as the process of digitalisation where every single work is
conducted through electronic media. It is necessary for almost every company because of current
utilisation of internet field (Pantano and Di Pietro, 2013). There have been significant changes
for the improvement of every organisation through social media. At present, E-Tourism is
helping to pre - plan the schedule for future trip and also it is very important as it helps to decide
our budget according to set plan. The use of the internet has forever changed the structure and
the principles of the tourism industries. It has been the major part for every tourism industry
when it comes to earn more money.
In this report, the discussion is related with Artist Residence where company takes active
participation in social media. Artist Residence uses social media as a marketing tool to provide
necessary information regarding their services, offers and many more. The main aim of Artist
Residence is to provide all those services to tourist which are required at the time of travelling.
The case study will help to support the answer regarding development of social media and
different strategy for organisation. Also, literature review will help to find what can be used for
improving the tourism field in internet. Even it will assist how necessary it is, with its advantages
and disadvantages.
Literature Review
The role of social media is increasing day by day which helps to increase the business of
tourism sector rapidly. In every country social media is playing significant role in improving
brand awareness and also in maximising the base of visitors . Recently, from the data it can be
seen that around 50% people are engaged in social media. As they use different application like
Facebook, Instagram, Twitter and many more just to make there travelling easier. Organisations
are showing there interest regarding social media in order to expand their business. Artist
Residence uses social media to influence people for taking active participation in different
activities like providing additional discount when booking is done through website. This types of
active help to attract tourist.
According to “Benxiang Zeng” tourism is one of the hot topic for social media where
involvement can be seen of youths. Social media provide complete information regarding hotel,
area to be visited while travelling and according that decision can be taken. It is one of the
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excellent strategy for promoting tourism industry through social media network. Also, it helps to
increase the number of visitors every year. At present, most of the companies are showing their
interest on social media for the growth of there business where as SMEs can use this technology
to setup their business in modern way as it attracts the people according to there preferences. It
can be said that there is a vast relationship between social media and tourism but it must be used
in a positive manner which can provide different advantages but while connecting to this field
every organisation must while doing promotion they must know that they are not allowed to
show anything wrong about any other organisation. Tourism company can make there own
website where they can display all the related information regarding offers and services which
they usually provide to there guests.
Advantages and disadvantages social media in context of tourism.
Some of the advantages and disadvantages social media in context of tourism are:
Advantages
 It helps to increase the guest for hotels and many more.
 Printing advertisement in the newspaper it consume lots of time but if publicity is done
through social media then it will consume less time (Theobald, 2012).
 It will reduce the cost of printing in different newspaper and even in different traditional
market promotion process.
 It helps to reach out the maximum number of people who are searching for new place to
visit.
 Social media always help to compare between two or more than two hotels which can
clear the doubts of customer that which place is suitable for them to stay.
Disadvantages
 It might be costly for hotel if they are new in this field as it required manpower who must
operate it.
 It might not be successful every time as according to our plans.
 Its process is lengthy which must be followed at the time of promotion.
As there are advantages and disadvantages of social media on E-Tourism so it must be
well planned regarding how to work on particular area (Kounavis, Kasimati and Zamani, 2012).
SMEs have shown the rapid growth in the field of digital market where they plan themselves
according to working condition. E-tourism market is expanding day by day and to sustain in the
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market it must organised in a systematic way where they should not only focus on hotels and all.
They must add on some of the additional things in there working area like bring additional
adventure to the trip and taking the proper review of group which were the part of that trip.
Government can plan something new for SMEs in the sector of Tourism where they can
provide loans and all so that this sector can grow in the rapid speed and even company can
develop new plans for tourist from there personal website. But to keep in touch with tourist every
SMEs in tourism sector must upgrade them time to time. In recent time, social media has been so
powerful in the field of advertisement. Every company wants to join social media because it
consumes less time and even it can be displayed for longer period of time. Every single add can
be shown according to the preference of tourist.
According to “Ku and Chen” social media is a place which create ideas and increase the
revenue of company but it is not necessary that every time is will be in the favour of organisation
only. It is not mandatory that social media media always useful because sometimes it might not
be too. It is the major responsibility of SMEs that how they prepare there plan for attracting
tourist and for that digital market can't be the solution all time because there are thousands of
tourists who don't believe in this as quality which is shown in advertisement is not same when it
is seen real life. The areas where social media can develop themselves for attracting tourist are
listed below:
 The promotion should be done only for those things which are same in real life as single
review can hamper the growth of company.
 Social media should set the criteria for every SMEs while doing online advertisement
which will develop the standard and according to that mindset can be changed for every
group of people.
 Social sites where promotion are done should reduce the cost of advertisement so that
SMEs can also start the publicity work through online sites.
Although it have bad side too, still it has changed the living standard of tourist while they
visit new place where they don't have to take lots of tension regarding places, food and hotels as
it can be easily decided through social media (Fermoso, 2015). There is a tough competition for
SMEs as there is lack of funding and because of that every time it is not possible for small hotels
to compete with multinational hotel groups in the field of tourism.
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It can be concluded from the main body that tourism companies can earn huge profit if
they can utilise the proper resources where as it is the back bone of every SMEs. E-Tourism can
help every one either it is customer or service provider. There are positive as well as negative
effect of social media for every SMEs hotel as even a single bad review can change the thinking
of customer.. Sometime it might be useful and sometimes it might not be. So, while using social
media, hotels must know their strength and weaknesses so that they can perform according to
there capabilities. SMEs cannot effort Social media as they have lack of manpower and resources
available with them and for that government can think something for this field where they can
provide loans and different profit to them at very low cost.
There are different ways because of that social media has transformed tourism marketing.
There are thousands of SMEs who are involved in social media and specially it have changed the
structure of travelling market (Balandina, 2015). Social media is the new way through which
decisions are taken very easily, once research is done. Here is the list of different ways because
of that tourism industry have been completely changed in recent time.
 Travel research transformed: At present, there are many people who plan there travel
destination through online process. People visit different sites to search the best place for
there journey. Social networking sites like Trip Advisor, Make my trip are helping a lot
regarding trips.
 Raise in social Sharing: Currently, people love to share there pictures and videos on
social networking sites where they share there experience of travelling to particular place.
There are many hotels and resorts who are running social contest to ensure that they can
get some additional benefit from there guests.
 Reshaping Travel Agencies: This sector is always effected through tourism as there are
around 50%-60% of airline booking is done by tourist. Because of that every hotels are
shifting towards online booking of flights and buses. Tourism sector is one of area which
has totally reshaped the travel agencies because of social media.
 Enhanced customer services: Social media have transformed the life structure of traveller
as it help to enhance the service of customer by providing the guidelines regarding every
field which need to be covered at the time to travelling. Social media have been said as
the tool to find the person who are interest in travelling because of there recent search
history (Werthner, 2015).
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 Changing Loyalty program: Social media have shown the grate impact on every company
and it changed the thinking point of traveller. It is hard to add new customer because of
its expensive process but social media can help to join the new customer because of its
strategies.
Information that are to be provided hotels through social media
Hotels and travelling agencies must provide provide information to there customer
through social media and they are listed below:
 They must provide information regarding facilities which they are going to provide.
 Irrelevant message should not be mentioned as it may distract the mind of tourist.
 Company must advertise special offer on there personal website at least before 15 days.
 If company is facing any kind of problem then they must post on website that how long it
will take for maintenance work as it help guest (Lukovic, 2013).
Case Study Review on Artist Residence
It is one of the SMEs, located in London which deals in hotel field for tourists. Artist
Residence is a four star hotel where they conduct their business through different social media.
Even they have their own website from which they can guide their customers regarding their
services but mainly they deals in online services. This company have been giving tough
competition to their rivalries just because of social media. Before entering in this market
company use to deal only in booking through phone and from reception. The decision of entering
into the field of digital market was of directors who gave the suggestion to its investors how
organisation can improve in future.
Artist Residence have done lots of changes in recent time and for that they keep
themselves updating through different social sites and even they keep interacting with guests
how changes can be done for future growth. At present, company provide vehicle facility to there
guest who stay in hotel more than 3 days. To make them one step ahead of other SMEs they post
frequently on social media where they do paid promotion on different sites like You tube,
Facebook, Instagram, Twitter and from their personal websites. Artist Residence thinks to
attracts their guest they must do promotion on those places from where the maximum number of
tourist visit their hotel. They have a separate team who will manage all the activities which are
related with promotion through online or any other activity which are to be done through online
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process. The director of a company wants more area from where they can do advertisement
through online. Even company provide special discounts if any of the booking is done through
online process.
According to the members of Artist Residence, they want to expand their business in
upcoming days through different sources and for that they take help of expertise in the field of
digital market. This company was not in the field of social media but after seeing the use of
digital marketing for booking hotels and more, company decided to join this area for expanding
their business.
Discussion on Artist Residence
As social media is important for every SMEs who are in the field of Tourism but they
Artist Residence thinks completely different when it comes to promotion. They provide different
offers when booking is done through online process. They take active participation in promotion
through famous sites like Facebook, Instagram and Twitter where they love to post something
new which attract their customer every time. Posts are always full of innovative and unique
which create different picture in the mind of guests who visit there sites and pages. Even paid
promotions are done through Facebook to attract the youths who wants to visit new places every
year. Artist Residence uses this technology in best possible way to find accurate output which is
increasing their growth every year. They promote their hotel through Instagram where they
provide information related with booking and many more. There is a policy that if any of the
guest do online booking at least 20 days before then they are eligible to get flat 15% off and
during winter person can plan there trip for 3 nights with the price of only 2 nights. They come
up with new ideas where they promote their bar and restaurant for increasing the sell of liquor
through posting on Facebook.
Artist Residence is one of the SMEs which have shown the significant growth in social
media. Social media have been one of the major source of earning for them. The way of
promoting their company is totally different from others which makes them the best among
SMEs. The review of their guest is one of the best way thorough which they conduct most of the
promotional work. As they are SMEs in nature but still they are competing with some of those
company which are large in nature.
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Importance of social media for the field of tourism.
Social media have been very important for tourist and because of that nowadays they
don't face any kind of trouble while travelling to any new place (Varfolomeyev, 2015). Here are
some of the importance of social media which are listed below in the points:
 It helps to attract the customers and because of that every year tourist are increasing day
by day.
 It helps customer to have a overview of every single detail regarding hotels, vehicles and
facilities which hotels do provide.
 It helps to find the reviews which are given by the guest who have recently visited that
place.
 It provide guidelines regarding area related with facility that what kind of services are
available in those areas.
 It helps to find the hotels according to the budget of customers which helps them to
decide what can be done in the trip (Condratov, 2013).
This are the plans which are conducted by Artist Residence and they must try out new
things and add on new features to its company so it can show positive graph in future. It is
necessary for the hotel connect with social media as much they can.
New Social Media Strategy for Artist Residence
As social media plays the necessary role for every companies and in the same way if
Artist Residence use this all technology in positive manner then they can achieve their target in
short period of time. Every company must increase there knowledge in the field of social media.
In recent time, almost every small groups have adopted the online marketing plan to expand their
business and for that they mainly do advertisement, maintain public relation. Even they can
enhance their work through different online application like Facebook, Instagram, twitter and
You tube or also they can promote with the help of personal website.
Facebook: It is one of the best application for promoting business sites as there are
around 2.2 billion user who are connected with Facebook (Agarwal, 2013). Most of the online
business are conducted through online promotion in Facebook. Artist Residence can select the
different age group where they can decide to whom which kind of offer to be shown. They must
plan that from which part of the country the maximum number of guest visit their hotel so that
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they can target specially those place to increase their sale. This application can play the crucial
part for the hotel and even it can provide various benefit to the organisation.
Instagram: It is one of the most interest social media for youths where they do lots of
shopping's and post different pictures. Pictures always attract people to visit that place so artistic
work always play the significant role in promotion. Even paid publicity is also done through
Instagram. In terms of Artist Residence, they must decorate their hotel in with some exceptional
wall painting and many more as this will help the customer to plan according to its artistic
creation. Instagram can be very useful if it is used in appropriate manner. In this company can
plan where they can appoint those employees in organisation whose work is only to click those
picture in the premisses of hotel for posting on social media to attract tourist.
Twitter: Twitter is really interesting and one of the oldest platform to promote anything
but there must be huge number of follower in order to promote any thing (Palaniammal, Devi
and Vijayalakshmi, 2012). In context of Artist Residence, they must build the following and
after that they must listen and respond to the customer as quickly as possible. They can start
promotion through spending money on promoted tweet also.
You Tube: It is one the major area for advertisement in recent time as most of the people
are engaged to in you tube where promotions are done in-between the videos. Artist Residence
can plan this networking site to promoting their business by paying certain amount. The way of
publicity is done through the process of video.
Website: It is necessary for every organisation to have personal website as it helps in
different ways (Szopiński and Staniewski, 2016). In terms of Artist Residence, they must
promote their hotel through personal website. Here, they can upload different pictures and
inform their customer for special discounts and many more. This website can help their customer
to have complete brief regarding hotel facility, room services, number of professional staffs.
Also, they can provide different coupons related with shopping from which guests are always
attracted.
Above points will help Artist Residence to retain their customer and there are many ways
from which they can promote their hotel like:
 They can make videos of interior to upload on social media.
 They must monitor social media channels and different review sites in order to know the
interest of people regarding hotel.
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 They can create destination blogs which contain all the local events, news and many
more etc.
 They can conduct different program in their hotel premises and then they can post those
program in different social media sites as this is also one of the way latest way to do
promotion in social media (Baggio, 2014).
This all strategies must be followed by the company to make sure that they can expand
their business in future. Active participation is required in social media to enhance the business
structure of SMEs in tourism sector (Vdovenko, Marchenkov and Korzun, 2015). Even Artist
Residence can do advertisement through make my trip and trip advisor also because at present
both this companies have shown the massive growth in this field tourism. This companies have
done different agreement with hotel industries where they take certain percentage from hotel but
in return this sites provide best facilities to traveller.
Artist Residence should think about all the activities which they are conducting through
online and must evaluate themselves that what are their strength and weaknesses. According to
that they can plan regarding advertisement in social media. If this all ideas can be follow by the
company then it will be beneficial for both tourist and company.
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Conclusion
In the lights of above report it can be concluded that social media is one of the most
important area for the development of SMEs because it makes every work easy that can be
performed in quick period of time. Social media can provide various benefits to E-tourism from
which almost every work can be conducted. But, hotels must have appropriate strategy that how
they can manage there guest and what facilities must be provided to the traveller. The use of
social media is increasing day by day in every field by many of the people don't know that this
applicants are use for advertisement work and it have been the major source of earning for many
of the companies.
In recent time, almost every people plan there trip according to the review and artistic
work of hotel and what are the special facilities that hotel provide to their customer. So, it must
be kept in mind by every hotels how they can provide the best facility to there guest because that
matters the most in present scenario. Small and Medium Enterprise must come up with new idea
where they can provide more facilities to there guest in less amount. Hotels and different
travelling companies can take the help of different social sites for there promotions : Make my
trip, trip advisor, Facebook, You Tube, Instagram, twitter and many more. This social sites have
been the weapon for all SMEs at present because it can complete our work very fast were it is
cheaper in some of the cases.
Social media have some positive and negative impact as it can provide complete detail
about each and every place so nowadays no one can cheat customer. Sometimes because of
negative review it can finish the work of any organisation. So, company must be aware regarding
there work and must be aware regarding traveller that what they think and what types of review
have been given by them. For future growth company must bring new and innovative ideas in
the field of social media as every SMEs are engaged in this.
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