E-Tourism Report: Analyzing Topdeck Travel's Social Media Strategy

This report delves into the realm of e-tourism, focusing on the social media strategy of Topdeck Travel, a tour operator catering to young adults. The report begins with an introduction to the hospitality industry, highlighting the impact of technology and social media on marketing and customer engagement. A comprehensive literature review examines the developments of social media and mobile technology within the hospitality sector, emphasizing its influence on travel planning, information gathering, and consumer behavior. The core of the report evaluates Topdeck Travel's current social media strategy, analyzing its effectiveness and alignment with industry trends. The report then discusses the positive and negative aspects of social media integration in the travel industry, followed by a case study evaluation of Topdeck Travel's social media strategy and concludes with recommendations for an improved social media strategy for the company. The report also includes an introduction, literature review, case study evaluation, discussion, and proposed new social media strategy.

E-Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Literature Review...................................................................................................................4
Case Study Evaluation............................................................................................................9
Discussion.............................................................................................................................13
New Social Media Strategy..................................................................................................14
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Hospitality industry a wide scoped business sector that deals in service sector and works
for providing luxury services to consumers and fulfilling their needs by rendering best
experiences guests. The hospitality industry has four major segments who contributes together in
the sector and in its overall revenue (Ukpabi and Karjaluoto, 2017). These four sectors are
Travel and Tourism (T&T), Accommodation, Food and Beverages (F&B) and Recreation.
All the four elements of hospitality imposes a combined impact over the growth and popularity
of the whole hospitality industry. In recent past decades, many revolutionary changes are
introduced in business environment due to number of factors and one of which is technology.
Innovation and upliftment of technology industry and new development brought better
equipments and tools for other business sectors.
Hospitality industry is also benefited through enhancement and development of new
technologies. A new picture is created through efficient use of technology in business and more
specifically in hospitality industry. Earlier before technological revolution and evolution in
business surroundings, business actions were performed physically. Introduction of technology
brought ease and comfort for the organisations and customers both. Operations became more and
more simpler, less time consuming and less costly (Chen and Lin, 2018). Technology have
contributes a lot to businesses and to the society. Social media is a huge contribution made by
technology over marketing function of businesses. In the same manner social media and mobile
technology proved to be immensely supportive and advantageous to hospitality sector as well.
Now, hospitality service providers belonging to separate sectors such as Food and
Beverage or Travel and Tourism etc. can perform several operative functions and tasks in few
clicks and by investing least amount of money and time in it. Social media gave companies
access to the wider world and larger customer base allowing them to be in touch and embrace
their relationships with people and potential buyers (Stankov and Filimonau, 2019). The current
report is based on a Travel company known as Topdeck Travel which was founded in 1973 by
Veterinary school graduates. Topdeck travel is a tour operator that offers travel services and plan
to youth ageing between 18 to 30. The company basically develops travel plans for a group of
individuals who are unknown to one another and facilitate them to explore the reality of a
particular location and countries.

Topdeck Travel is a tour operating company offering budgeted tour plans for the younger
population offering them a fully planned and pre-booked trip to the respective place. The travel,
accommodation, food and other aspects related to the trip are managed by the company on behalf
of the travellers. The report constructed, is inclusive of a in depth evaluation and analysis of the
current social media strategy of Topdeck Travel by supporting through literatures. Also, once the
strategy is identified then the findings are evaluated and examined thoroughly. Lastly, after
appropriate analysis and discussion is conducted then a new improved social media strategy will
be suggested or recommended to the Tour and Travel operator.
MAIN BODY
Literature Review
Critically evaluating the developments of Social Media and mobile technology on
Hospitality
In opinions of Jimmy Quach. 2017, globally the number of mobile device subscriptions
have been showing growth figures in comparison to past decade. Social media is definitely
gaining tractions in its usage rates and its integration with mobile technologies and devices have
changed it into a potential marketing channel especially in case of gaining attentions of younger
population and consumers (Fu, Kapiki and Mu, 2016). Mobile technology when powered by
internet and development of numerous application is the best and most profitable development
and evolution took place in business surroundings and supporting number of industries and most
specifically Hospitality industry in managing and providing the best services to consumer and
also engaging them within the operations without them being affected.
Mobile technologies provide support to travellers in pre, present and post stages of their
travel for varied purposes. These mobile technologies majorly influences the use of social media
enabling users to explore social media and make other arrangements as well. Today people can
do anything on their phones from booking and arranging all their travel requirements and
necessities and to collecting information while making travel plans and take the best buying
decisions according to their suitability. Moreover, post travel details and reviews can be accessed
by users through their mobiles and technologies. Every year tourism is expanding and leading
towards innovation and development (Martins and et. al., 2017). The use of flexible technologies
and portable devices like smartphones and tablets, travel service providers renders the potential

and prospective travellers with higher level of adaptability and accessibility by supporting them
on all the stages involved within their travel plans and ideas.
The use of mobile technologies enable the travellers to save ample amount of time and
invest it in their vacation and in gaining higher standards of experiences. The technological use
allows and assist guests or travellers to skip the front desk line or as a matter of fact to remove
any type of line as their travel arrangements are pre determined and completed as all the digital
forums and tool enabled them to do so. As far as the benefits are concerned that are provided by
social media and mobile technology to hospitality industry and to the public, there are some
negative or hindering aspects attached to it. Social media and technology is providing ease and
comfort to all parties who are involved but on the same side some negative attributes are
imposed alongside to it too (David-Negre and et. al., 2018).
Social media and technology have made huge difference in the industries and in business
world in relation to positive aspects and development. But as a very common fact is that with
every positive has some negative attached to it. Thus, social media and mobile technology do
have some negative aspects related one of the major issue is of privacy and secrecy. With an
organisation operating in market holds huge amount of sensitive data in relation to future of the
firm and of clients. Mobile technology have brought mobile payments with few clicks asking for
personal details of the users and such data once leaked can be misused. Travel and tourism
industry is definitely being benefited through social media interactions as another revenue
generating channel is developed with higher productivity and profitability. In these cases
fraudulent activities are increasing, unauthorised users make wrong use of technology as
company's sensitive information is used against the future growth of the firm. On the other hand,
these through online payments clients information is used and thefts takes place from their
accounts without them knowing (Szopiński and Staniewski, 2016).
In view of experts and researchers, in today's world of technology and digitalisation
people are depending upon it and turning to internet and online sources for making vacation
plans and other related arrangements such as booking travel and accommodations. According to
many statistical and qualitative data it is evident that social do have influence over travel plans of
individuals. Facebook have reported that around 52% travel plans are inspired by friend's photos
and posts share and most people like social media pages and handle according to the related trips
they have been to and planning to go on. Facebook is one major social media channel that

present a valuable opportunity for travel or most significantly hospitality marketers and brands
for attracting people and keeping them in touch. Most hotel and accommodation brands and
organisations have their booking engines on their social media handles most likely Facebook
pages.
Illustration 1: Social Media and Travel, 2017
(Source: Social Media and Travel, 2017)
In vacations people use social media for gaining information, making their research and
getting inspired. These factors affect their final purchase decisions of consumers and impacts
upon their whole vacation experiences (Gretzel and et. al., 2020). From research, it is identified
that 1 out f every 5 traveller explores social media for planning their trip and executing it well
with the motive of gaining higher level of satisfaction and relaxation on their days off form their
regular life. The statistics shows use of social media for different purposes while planning trips
and making arrangements such as 27% population use social media for choosing the best
destination for themselves and so on.

Illustration 2: Social Media Use Per-Vacation, 2017
(Source: Social Media Use Per-Vacation, 2017)
Moreover, social media is potential source of inspiration for human being and similarly it
is a source of credible information and data as well. Thus, researchers have identified that not
only while making travel plans and arrangements for the trip, travellers also stay engaged and
plugged on social media at the time of their vacation as well. Around 72% of explorers and
travellers posts photos and videos of their travel on their pages and stories and keep their status
updated (Shafiee, Rahimzadeh and Haghighizade, 2016).

Illustration 3: Social Media Use During Vacation, 2017
(Source: Social Media Use During Vacation, 2017)
In addition to it people, make use of all different mobile technologies and social media
for searching related and popular places they can visit and also for finding out about the most
popular food joints and other special areas the explore should be going while being in a specific
area (Alghamdi, Zhu and El Saddik, 2016). Social stages are proven to be the most prominent
platforms for people and interested travellers for asking questions, clarifying their quires and
raise their voices for any unethical practice or incident they had to experience for which they
have concerns and most plausibly negative opinions.
Social media and mobile technologies are the best and most commonly used resources by
the travellers and public before, on and after their vacations to the places they wish to visit. It is

source which gives a chance to individuals for developing a new perspectives and their separate
opinions as well as make modifications in their views. It serves the chance to identify new things
and make their arrangements in just few clicks and make the best purchase for themselves and
other travelling with them. And lastly social media renders them a chance to raise their voice
against and for a particular experience sharing their views freely and willingly. It renders
organisations and brands a pure opportunity to enhance and improve their revenues but can
backfire at them too if negative comments and publicity is taking place due to their unlawful acts
or some genuine mistakes. It is a bliss and a curse both for the users and for the brand both
rendering ease and comfort but at the same time creates confusions and spread negativity as well
(Casillo and et. al., 2019).
Thus, both businesses and consumers are affected through negative and unlawful acts
which takes place due to integration of operations with social media and mobile technologies.
The positive and negative aspects when both combines and the gathered results showcases the
effectiveness of the resources being offered by technology. Therefore, it is a potential tool that
assist businesses and market leaders to attain their competitive edge and maintain it further for
the longer period of time.
Case Study Evaluation
Social Media Strategy of Topdesk Travel and Tours
As shown in the literature above social media and mobile technology contributes to
businesses and most importantly to marketing function of companies. These social media
platforms provides a wide scope of accessibility to the larger world and potential buyer of the
brand and respective products. Every company make their unique standings on social media as in
today's world it builds their goodwill and showcases the value of company's operations to
customers. In the same way Topdeck Travel have developed its own social media strategy and
practising accordingly for presenting itself in a unique manner in the market and in-front of the
buyers (Melatu Samsi and et. al., 2016). The company has its presence on number of social
media platforms and applications the major are FaceBook, Instagram, Snapchat and Twitter. All
these are different channels over social media with separate features that attracts large number of
population and specially youth towards them. Topdeck Travel make the best use of all the
channels for their promotions and marketing actions.

Facebook is a site where people come together share some of the personal moments of
their lives over it. As well as it is a common chatting or communications site as well. Topdeck
Travel has its account over FaceBook page on which company has number of followers and as
on date Topdeck Travel has 427,698 fans or users who are following their accounts.
Illustration 4: Topdeck Travel Facebook statistics, 2020
(Source: Topdeck Travel Facebook statistics, 2020)
The statistics of Topdeck Travels Facebook fans shows decline form last 6 months period
and which directly affects over its popularity and over the goodwill as people are losing interest.
One of the reason behind this is to the lack of youth using Facebook nowadays in the era of
Instagram and Twitter (Castro and et. Al,, 2018).
The overall fan growth of Topdeck Travel is declining according to the Facebook
statistics and users being fan of the brand. The fans are regularly reducing on the web page of
Topdeck Travel on Facebook with around 26 user everyday and 754 every month. The graph and

the image above showcases the decline taking place and the number of fans removing Topdeck
Travel form their following lists.
Moving along, Instagram and Twitter also has a potential presence of Topdeck Travel on
their web pages. Instagram is a social media platform on which users share their pictures and
stories and keep other updated. Topdeck Travel make use of its Instagram handle for posting
images of the trips organised by them and the pictures of the group travelled. As well as
Instagram is used for marketing as well by Topdeck Travel as the marketers put up with paid
influencers campaign for reaching out to maximum number of customer base. Furthermore, on
Instagram fans who have travelled with Topdeck Travel are requested to tag their page.
According to most the researcher Mitzi Wilson. 2018, influencers have been changing the travel
business and supporting it in boosting the process (Tkachenko and Kovalska, 2017). Most people
or to be precised according to the number around 40% of travellers and explorers consider
Instagrammability as the best source for finding their next destination to visit and explore.
Therefore, influencers marketing is a leading process or method used in current period and which
is being used by Topdeck Travel.
In relation to influencers campaigns, the firm have changed it London based Diffusion as
it AOR for potential introduction and entrance in the U.S. Markets. For building up brands
awareness in North American region strategic media relations and social media influencers
campaign is being used. Through this the company is planned to showcase its global expansion
and promote it with a goodwill and higher competitive power as changing the opinions of
travellers age of 18 to 30 and develop it as best option they got for having a experience of a life
time by being on a trip with like minded and other similar aged people form around the world's
different locations. The company's goals behind this marketing campaign through influencers to
be conducted is to reaching out to all the youth travellers out their looking for an opportunity to
travel and explore the most of the place and the environment that is surrounded the peace for
which traveller was seeking (Lama, Pradhan and Shrestha, 2019).
In recent interview of Senior PR and Communication Executive of Topdeck Travel about
how the company is using Snapchat in their promotional or marketing actions and about its
strategy for the attractive followers. In the interview number of questions were asked that
highlights upon the need or the factor which attracted Topdeck Travel to Snapchat. The
company's username is topdeck.travel and the tool was initially used fro developing brand

awareness in the United Kingdom. Through Snapchat company made their own “Travel Show”
in which they displayed a glimpse into the trips by images, videos, interesting facts and of course
the scenic beauty of the travelled place.
Illustration 5: Snapchat series: It’s immediate and a bit more raw (Topdeck Travel),
2020
(Source: Snapchat series: It’s immediate and a bit more raw (Topdeck Travel), 2020)
The strategy used by Topdeck Travel marketers to induce and improve the number of
followers or fans over their Snapchat account is by keeping their content exclusive and new. The
content company wished to share and promote themselves through has to be new and unique,
separating them form other channels. There are few challenges and drawbacks too of Snapchat or
in fact all social media platforms is the limited data coverage and storage capacity. Moreover, the
need to instant upload of the pictures and videos and a drawback too as the connections may lose
and the content is removed causing hindrances in immediate upload (Paramonov and et. al.,
2016).
These series of events and social media presence do highlight that Topdeck Travel is
widely present through its social media handles. The company adopts all the updated and
upgraded polices or tools which are trendy in the market for conducting their marketing actions
and promotional ideas of the brand. Moreover, other than holding presence on these social media
platforms Topdeck Travel has its own website and an application supported by iOS and Android
users. Through the website of the entity all the information and changes taking place in the
operations is updated. Basically, the company's website works a user friendly guide for gathering