An Analysis of Social Media Strategy for E-tourism Businesses

This report provides a comprehensive analysis of social media strategies within the e-tourism sector, focusing on a case study of Audley Travel. It begins with an introduction to e-tourism and its significance, followed by a literature review that explores current social media strategies, particularly those ...Read More

E-tourism

Contents
INTRODUCTION.....................................................................................................................................3
Literature Review......................................................................................................................................3
Current social media strategy of Turquoise Holidays..............................................................................3
Case Study Evaluation (Findings)............................................................................................................6
Developments of Social Media and mobile technology on Hospitality Businesses.................................9
New Social Media Strategy.....................................................................................................................10
Recommendations.................................................................................................................................11
REFERENCES........................................................................................................................................13

INTRODUCTION
Tourism is described as assessment, designing, application in relation to information
technology in hospitality sector. The direction of Information Technology has changed nowadays
in a complete manner. The customer focuses on selecting their destination by making
comparison of cost of different industry. Therefore, it is necessary for company to use
information technology in an effective manner in order to bring innovative ideas within business
organization. There are various benefits of tourism such as it permits allowance to the company
to interact with its user in an effective manner and also helps in enhancing reservations.
Therefore, in this report the company is taken which is named as Audley travel. It is a travel
company located in UK that provides customized packages to its user to various destinations
around the globe. The company focuses on keeping its existing user and attracts large number of
user by emphasized on detail of facilities provided by them. Due to have superior presence of
social media on different platforms such as YouTube, Face book which helps in attracting ample
of user at marketplace. This assignment assesses the improvement in mobile technology and
social media within hospitality organization. It also involves an assessment of the strategy which
is adopted by organization that is related to social media with different recommendations. In
addition to this, the evaluation or findings from this case and innovative strategy of social media
is also involved in this report (Goecke, 2020).
Literature Review
Current social media strategy of Turquoise Holidays
A social media technique signifies how business organization adopts social media for
making appropriate connection with its user and accomplishing goals in timely manner. It also
analyzed that various tool used by the company in an appropriate manner. For maintaining
appropriate strategy of social media, it is significant for company to adapt proper channel.
Audley tourism company focuses on using effective social media tool for increasing its brand
image that help in attracting ample of user. The organization has operated their business across
the world by using these platforms such as YouTube, Twitter as well as Face book and many
more. It also helped in engaging more and more customer and maintains a superior position at
Marketplace. The company focuses on providing continuous updates regarding innovative
services provided on various platforms for increasing awareness of customer towards company.

The present strategy related to social media which is used by the company named as Instagram,
Twitter as well as YouTube and many more. Tourism sector is considered as most popular
industry and provide more profit to business organization. Therefore, the main focus of company
is to provide effective services to its user for satisfying their need. They adopt different kind of
mobile technology and social media techniques for satisfied customer during the particular phase
of time period.
It is beneficial or advantageous for organization as it enhances sales and customer around
the globe. In addition to this, the company focuses on different ads which are depend upon
customer satisfaction. By using Face book, the organization generate leads that help in increasing
engagement of customer. In order to compare other social media tools such as advertisement,
Face book that help in targeting ample of user at marketplace. The organization focuses on
bringing innovative ideas within organization for satisfying its customer. When an innovative
advertisement is improved, it is tested by small community for assessing its effectiveness level.
There are various numbers of users on Face book and Instagram that is determined as a major
advertising tool around the globe. Advertisement as well as its facility provided by Instagram
helps the company in increasing the engagement of customer (Múgica and Berné, 2019).
The organization also focuses on post videos as well as picture in order to increase the
engagement level of customer at Marketplace. Taking benefits of different techniques of
platform, the organization connect the advertisement to different landing page of website that
permit allowance to its customer to directly involved or connect with the organization. The main
purpose of organization is to provide holiday package to its user for satisfying them. For
attracting them, the organization post customizes photos of individual person and also provides
different deal to its user that helps in increasing buying of user. The company also focuses on
bringing innovative ideas for achieving competitive edge at market place. It helps them in gain
popularity and knows the social media technique in an appropriate manner. Hash tag is
considered as a greatest method for business organization in order to connect with its Niche
market.
Being live on Instagram resulted in increasing sales for organization in few years. Twitter
advertisement is considered as other social media technique that is adopted by company in
current time. They offer a platform that increases experience level of customer during the period

of time (Antonescu, Barbu and Luchian, 2017). Twitter is considered as a viable platform for
organization as it does not charge any amount for reaching to its user. Different organizations
rather than Twitter used for increasing brand awareness or goodwill in front of customer and
improve particular product and services. The organization operates different campaign on this
platform that involve accounts as well as trends for promoting or improving services in order to
reach large number of user. Twitter is mainly designed for increasing engagement of employee in
respect of organization in order to attract with customer on a continuous basis and put them
engaged. It is beneficial or advantageous for organization as it enhances sales and customer
around the globe. In addition to this, the company focuses on different ads which are depend
upon customer satisfaction. By using Face book, the organization generate leads that help in
increasing engagement of customer. In order to compare other social media tools such as
advertisement, Face book that help in targeting ample of user at marketplace.
Other social media techniques adopted by organization are Pin interest advertising. It is
considered as an innovative method of reaching to its large number of customer. The
engagement level on pin interest advertisement is very high. It assists in increasing engagement
of its user and also helps in increasing demand of its customer during the particular phase of time
period. In addition to this, the company also adopts the chat box that assists them in interacting
with its user and solving their issues or problems. The organization makes sure that all the
content posted by company on various social media techniques is considered as a high quality
and related to its user. Content marketing is considered as a most appropriate form of
marketing that is adopted by different companies around various industry involving hospitality
and tourism industry have executed. The organization hire talented content marketer who
manage the frequency of their post or images around various platform.
For increasing engagement of customer, Audley operate cross-channel campaign around
different form of social media. It permits allowance organization to reach large number of person
at a time. Cross channel campaign involve brand telling an attractive story to a specific page
that provide allowance to the audience to learn more regarding company. The appropriate hash
tags in relation to unique names assists organization in enhancing whole base of customer at a
time. By executing different social media strategy, the organization focuses on enhancing the
engagement of customer and also provide different brand of same product to its user. The

organization also focuses on taking feedback from its customer for providing appropriate
services during the particular period of time (Hua, 2016).
Case Study Evaluation (Findings)
The topics that are mentioned in literature review involve different techniques of social
media that adopted by Audley (Panadea, Handayani and Pinem, 2017). It has been analyzed that
organization advertises regarding itself and their services around the different social media
techniques. It involves Face book, Twitter as well as YouTube and many more. Uploading post
assists to organization in put its user as well as attracting large number of user through different
geographical location. It has been analyzed that uploading advertisement around different
platform used in enhancing the awareness of brand of company and customer will create a
conversation in relation to its brand. The organization also focuses on increasing engagement of
customer and they know their need or preferences in an appropriate way. Therefore the customer
also shares their experience in order to increase understanding level regarding the services
provided by organization. The company adopts Face book strategy for reaching large number of
customer and increase whole sales in future period of time.
Face book advertisement assists to the organization in improving ads depend on a
specific objective as well as target audience. It also permits the organization to select different
kind of ads in order to target audience. The ads must be customized depend upon the requirement
of organization and audience that they trying to target (Ponomarev and Shilov, 2020). It also
permits the organization to generate superior ads in order to increase understanding level
regarding customer. Advertisement also provides help to organization to interact with customer
in an effective manner. It has been analyzed that through Face book advertisement, the
organization capable to find or identify new leads. It increases the customer base in addition with
whole sales of organization. The customer maintains trust and loyalty towards company due to
use of Face book advertisement. It also increases whole profitability level of organization
because they provide their services in an effective manner. Therefore, by using a Face book
advertisement there are lots of updates regarding customer is also found in better way.
From the above mentioned literature review it has been analyzed that social media
techniques offer direction or guidance to organizations that help in achieving goal as well as
objective in pre-decided period of time. Having a superior social media techniques helps in

accomplishing goal in timely manner. In addition to this, the organization can also focuses on
measuring, tracking as well as improving whole services and engagement level of its user. The
organization focuses on tracking engagement level of user by executing various strategies of
social media. For organization, the most significant thing is to increase loyalty level by providing
appropriate services to its customer. Therefore, it is necessary for organization to provide
appropriate services to its user in order to satisfy them. It has been analyzed that Instagram is
considered as the most appropriate platform of social media that help in increasing engagement
level much more than any other social media platform. Instagram is considered as a
communication platform that helps in generating a voice by posting content on it. When
customer gives their comment on image as well as video which is posted by particular brand they
increase the value of the organization in front of customer at Marketplace.
Therefore, the post which is given in Instagram is not ignored by respondent then they do
not diverted towards its competitive strategy. Hence, the organization focuses on using its own
YouTube channel in which the organization post videos regarding services that it offer to its
customer in order to satisfy them. It helps the organization in increasing their audiences around
the world. The organization focuses on reaching to its customers and generating awareness
regarding the same. Implementing the technique of chat box assists the company in increasing
awareness regarding latest trend and offer superior services to its user during the particular phase
of time period. Chat box is considered as a popular and there are various companies that have a
superior online presence in order to implement a strategy that offer extensive user assistance. It is
necessary for organization to provide 24*7 services to its user in term of booking. It increases the
engagement level of user and the organization is capable to monitor or control data or record of
customer that assists in taking appropriate decisions. It has been analyzed that chat box help in
analyzing any kind of issue that is facing by customer during the period of time (Pierdicca,
Paolanti and Frontoni, 2019).
By assessing the literature review, it has been analyzed that content marketing is
considered as a social media technique that help the organization in increasing engagement level
of its user. It also helps the organization in enhancing its presence in social media and attracting
large number of user at a time. It also has been analyzed that the Audley has a great presence
around different platform and appropriate marketing technique increases efficiency level of

organization and the brand is recognized by its user. It also helps in increasing or building good
relationship with its customer. There are various challenges which are imposed for improving
content for becoming it more innovative. Sometime the content which is given by the
organization does not resound by its user can be considered as a barrier to the organization. It can
generate a communication gap among the company and customer.
Tourism is considered as an industry that provide contribution to the whole economic
improvement of country and it is significant for business organization to operate their business
within this industry and implement proper strategy during the time. It also assists them in
increasing profitability level and attracts large number of customer at a time. The content
marketing team uploaded the post on different platform of social media in timely manner. It has
been analyzed that Audley also focuses on advertise their services on Twitter and Pin Interest.
They upload pictures as well as images that are attractive for its user. It increases engagement
level of customer and whole awareness regarding the company and their services. It also
enhances conversation rate as well as brand loyalty and reaching the number of customer at a
time (Zhang and Tavitiyaman, 2020).
Hence, it has been analyzed that tourism is considered as a segments that has gained more
popularity in front of customer. The customer use Smartphone and internet and this is very
beneficial or advantageous for organization because the price of marketing is better search
engine ranking. Marketing around different platform of social media is very easy and grown in
future period of time which will be beneficial for the company to operate their business at global
level. Due to provide convenience to its customers through social networking platform, it helps
the company in increasing profit margin in future period of time. Social media technique helps
the company in increasing engagement of customer and provides wide variety of products and as
per their needs. . Advertisement also provides help to organization to interact with customer in
an effective manner. It has been analyzed that through Face book advertisement, the organization
capable to find or identify new leads. It increases the customer base in addition with whole sales
of organization. The customer maintains trust and loyalty towards company due to use of Face
book advertisement. It also increases whole profitability level of organization because they
provide their services in an effective manner. Therefore, by using a Face book advertisement

there are lots of updates regarding customer is also found in better way (Oumlil and Ouhamane,
2016).
Discussion
Developments of Social Media and mobile technology on Hospitality Businesses
Advancement in cellular phone technology and improvement in social media is necessary
for hospitality industry for providing better services to its user. The customers nowadays used
Smartphone’s and they focus on prefer booking online. Also they understand regarding various
organization operate their business on different social media techniques. Therefore, it is
necessary for organization to use social media techniques such as Instagram, YouTube for
increasing the engagement level of customer. This is more useful in comparison to the traditional
method of attracting the customer towards the organization. Social media help company in
responding to complaint of customer and their feedback in proper way. A social media strategy
signifies business organization for connecting with its user during the particular phase of time
period. It is necessary for organization to adopt different social media technique for attracting
large number of customer. It also increases the profit margin and sales of company in future
period of time. Due to use in different social media techniques such as Face book, Twitter and
Instagram that help in increasing experience level of customer. It also increases trust and loyalty
of customer towards the product as well as services provided by the company. The main
objective of company is to attract large number of customer towards services offered by
organization during particular face of time period (Zaidan, 2017).The hospitality organization
adopts social media as well as cellular phone technology for increasing experience level of user
and assessing their needs. Social media is significant for the industry that helps the organization
to assess innovative customer and providing them services as per their need. There are various
hospitality organization use word of mouth and superior reviews from its user. Therefore the
main focus is to provide services as per the need of customers. Audley is considered as a medium
size organization of UK that has an online presence around the different social media techniques
such as Face book, Twitter as well as YouTube and many more that assist organization in
increasing engagement of its user and attracting them around the world.
According to the point of view of (Szopiński and Staniewski, 2016), the various mobile
technology trend in hospitality sector involve artificial intelligence, adoption of internet of things

as well as virtual reality. It helps in increasing the experience level of customer during the
particular phase of time period. The different features adopted by hospitality industry are website
and application which is mobile friendly, better prediction of upcoming trends depends upon the
attitude of user as well as Loyalty program. Improve application that is mobile-friendly assists
tourism organization in attracting large number of user. It also assists in increasing sales in order
to achieve competitive edge over rivalries at Marketplace. The company also adopts different
social media tools to understand regarding the experience level of user in an improved manner
(Scuttari and Isetti, 2019).
As per the view point of Tfaily (2018), there are various other techniques of social media
that can be applied within hospitality industry. Some of them are Chat box, cross channel
campaign, Pin interest advertising and others that assist respective sector in maximizing
consumer experience level, enhancing sales and grabbing the attention of huge audiences to
attain competitive advantage within marketplace. Chat box helps in analyzing any kind of issue
that is facing by customer during the period of time. Along with this, with assistance of cross
channel campaign entity can able to gain large customer base as it includes brand telling through
attractive story towards particular page and facilitates allowance to consumer. While Pin interest
advertising is undertaken to be the creative process through which it can able to reach towards
huge number of audiences. Also, in this particular social media technique the level of
involvement is too high and aids in maximizing their consumers demand. Beside this, content
marketing is very common type of marketing which is opted by both hospitality and tourism
sector in effective and efficient way. This assists them to enhance their specific website traffic
and influence them to visit place or at least once.
Therefore the development of social media and mobile technology has impacts upon
hospitality and tourism industry mainly in positive way. As social media involve clients to
recognize its requirements and by these they can able to interact with customers before, during
and after the experiences of vacations (Utomo, 2019). Also, assist respective sector to minimize
labor costs and obviate problems of customer services.

New Social Media Strategy
Social media has become an important platform for the organizations which is helping
the form in advertising its content by the use of social media. There are different kind of
strategies which can be adopted by the organization for using the tools needed to the social
media advertisement and marketing. In context of audley tourism, there are different kind of
strategies which can be adopted by the organization to use the social media platforms as well as
improve the marketing function by using these platforms to advertise about the products and
services offered by the organization (Effing and Spil, 2016). There is a newly developed strategy
in relation to organization which is discussed below.
Involve content marketing: It is important for the organization to use the quality within
the content where the new strategy implemented within the organization includes managing the
quality of the content on the social media platforms. Content marketing is a prominent v of
marketing the products and services and attaining the impression of these products and services
for a longer period of time within the market. In relation to the audley, organization will use the
strategy of content marketing where high-quality SEO content will be used to be posted on social
media accounts (Veilleux-Lepage, 2016). For this organization will use qualified candidates who
are specially trained in creating the content and managing it in an efficient way. The
management team will also involve the continuous evaluation of the trends within the market
which will help in creating better content and utilizing the current customer behavior.
Create a community for audience: For using the social media platforms as well as
improving the organization functioning related to marketing within the social media, it is
important for the organization to being social. This is because it will help the customer in posting
different kind of identification as well as improving the interest of customers within the
organizations products and services (Quesenberry, 2020). In context of Audley, organization will
use different kind of functions under this strategy where it will use to ask questions from
audience and customers, getting their opinions on particular matters related to the products and
services offered by the firm, sharing of newsworthy information rather than only information
about the products and services and asking customers about the post of the organization by the
help of like and dislikes.

Use brand advocate: Under the newly formed strategy, the organization will also use
band name to promote organization on social media platforms. Under the system organization
just not only focus on the existing customers but it will also be used to find new customers by the
use of existing customers. Under this organization will improve its image within the current
customers by providing the content in an effective manner (O'Hallarn, Morehead and Pribesh,
2016). They will also use of creation of social media guidelines related to the specific content of
brand. After that, there will be guidance to the advocates of social media for bad best practices
related to brand. In the end, there will be a location of a leader to a particular area of social media
advocacy plan.
It can be seen that the above-mentioned strategy is useful to the organization in
maintaining the social media platforms. This strategy will also help the firm in maintaining a
separate image in the market by utilizing the newly available resources. In the current time, using
strategies related to social media platforms will help the firm in development a separate market
base and achieving the objectives in an appropriate manner.
Recommendations
Audley is operating within the tourism industry where it is important for the organization
to identify the current trends related to use of social media in marketing of products and services
offered by the firm (Geurin, 2016). While implementing the strategy, it can be seen that
organization is using its function in an appropriate way there are some recommendations which
are helpful for implementation of a new strategy.
 Before implementation of strategy, it is recommended to the organization that it can
follow a particular process related to identification of availability of resources. Resources
important part for the organization to improve its functioning and achieve the objectives
related to implementation of strategies formed under the marketing system. Implementing
the social media strategy organization should identify the available resources which can
be used in future (Glucksman, 2017).
 It is also recommended to the organization that it has to be identifying the current trends
within the market which can be used by the firm while implementing the strategy is
related to use of social media. Social media platform provide a separate market-based the
organization which helps the firm in developing concept related to marketing. These

concepts are associated with current trends within the market which can be used to
formulate effective strategies and maintain the strategy according to the current business
environment.
CONCLUSION
As per the above report, it has been concluded that tourism sector is considered as most
popular industry and provide more profit to business organization. The essential intent of it is to
facilitate good quality services to their clients for satisfying its requirements. Social media and
mobile technology is boosting in all industry so it is vital for them to maintain the tactics and
strategies of social media in effective and efficient way. Moreover, there are various social media
platforms like Face book, twitters, YouTube and others as this assists entity to enhance their
brand reputation as well as grab the attention of huge audiences towards their services. Also,
there are few others social media techniques such as chat box, Pin interest advertising, content
marketing, cross channel campaigns and others which is helpful for organizational growth.
Along with this, from findings it has been determined that this is significant for all tourism
organization to apply various techniques of social media as it provides them effective directions
for boosting its marketing, tracking user participation level and attaining firm’s objectives in
well- defined way and at specified time duration. Apart from this, there are several trends of
mobile technology which are enhancing within hospitality industry. It includes artificial
intelligence, virtual reality and many others that is helpful in maximizing consumer experience
level, enhancing sales and grabbing the attention of huge audiences to attain competitive
advantage within market.

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