Analyzing Social Media's Impact on Hilton Group's Business Performance

This research project investigates the impact of social media on the business performance of the hospitality industry, specifically focusing on the Hilton Group. The study explores various aspects, including the use of social media for marketing, customer relationship management, and overall business operations. The report includes an introduction outlining the research's purpose, aims, and objectives, followed by a literature review that analyzes existing research on social media's role in hospitality. The methodology chapter details the qualitative research approach and inductive research design employed. The data analysis section examines the collected data to identify key findings regarding the effectiveness of social media tools. The project also addresses issues faced by organizations like Hilton while using social media, such as reputation management and security. The conclusion summarizes the key findings, offers recommendations for improvement, and suggests areas for further research. The research emphasizes the importance of social media in enhancing customer engagement, improving brand image, and driving business performance within the hospitality sector. The project provides valuable insights for students and researchers interested in understanding the evolving role of social media in the hospitality industry. The project also examines the specific tools of social media such as Facebook, Twitter, LinkedIn and corporate blogs and their impact on the business operations of the Hilton Group.

Research Project

ABSTRACT
Main purpose of this research is to explore detail information about the impact of social
media over hospitality industry. Social media is important for Hilton group to introduce their
services among different visitors and improve relationship with them for long time. In this report,
some issues was faced by organisation while using social media as a type of marketing tool such
as reputation management, security etc. To overcome all these issues Hilton Group should follow
certain ways such as giving training, maintaining records etc.

SUMMARY
This report is based on impact of social media upon business performance of hospitality
industry. In order to explore information or data about this topic, different steps are taken by the
researcher which are determine as under:
Chapter Preview
This part of the research is effective in previewing of the chapters that provides a
significant base to the overcome with the research issue. The preview of chapters are associated
as below:
Introduction: This is the primary stage of an investigation work as in this the proper
specification of the project has been given and research aim and objectives are mentioned to
provide support to the overall work.
Literature Review: This is also an important part of an exploration work and this section is
effective in conducting in-depth analysis on the research with through analysing views and
opinion of various authors and writers.
Research Methodology: This chapter is an effective portion which comes after literature review.
It encompasses of several tools, methods or techniques which is used to collect or gather the
information in order to get reliable and valid results.
Data Analysis: This is also an integral part which contain the analysis or evaluation of collected
data from research questions. It render the clear data through findings which enable the
researcher to identify the whole nature of the research.
A Critical Appraisal, Recommendations & Suggestions for Further Work:In this chapter
researcher evaluate the whole study and provide appropriate suggestions related to the areas
improvements required.
Conclusion: This is the final chapter of the research in which researcher conclude the whole
study based on research objective and aim.

TITLE :
“To identify the impact of social media on the improvement of business
performance on hospitality industry".
Chapter 1: Introduction
Overview of the Research
The precedented and accelerative prevalence of the internet has change the significant
development of user- create content over different societal piece of ground, that have stated as
the key aspect of data for both buyers and organisations. Social media has determined as an
essential aspect which is having a significantly essential function in different prospects of the
hospitality sector, involving easy services, process improvement, guest satisfaction etc. The
understanding of social media networking has developed, much like another innovations, and is
becoming progressively well-informed with advancement in technology. In this present
investigation work Hilton Group is the chosen organisation, It is a leading North American
multinational hospitality business which assistant and franchises a wide portfolio of hotels and
resorts. The firm was mainly formed as a well reputed and leading hotel firm in the year of 1919
with the contribution of Conrad Hilton. In the growth in popularity; social media networking
sites has led social media system to become a worldwide process (Ananda, Hernández-García
and Lamberti, 2016). The tool of social media is the widely used tool that has a huge influence
on improvising the operations of an organisation, thus social media tools involve Facebook,
twitter, YouTube, Instagram etc. that plays vast role in establishing effective communication
channels among organisations or its customers at global level.
Purpose of the Research
An investigation into consideration is based on the influence of societal aspect on the
business performance of Hospitality industry. Social media has recently been used by each small
as well as large business firms’ involving marketing programme. There by the marketing plan
involved a mix of advertisement, public relations, their sales promotion to develop a customer
focused content (Broekemier, Chau and Seshadri, 2015). The growth of hospitality industry is
based on the customer base, thus social tools are effective in enhancing the overall transaction of
the business by execution of direct communication channel with customers. The potential
purpose of this investigation is to developing the thought and cognition area of people,
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researcher and students who are willing to know about the influence of social media as the
potential tool for developing the operations of hospitality industry. The enhancing knowledge
assist a person in achieving their future goals in appropriate manner. The skills of conducting an
investigation will also improved towards the chosen area of work.
Research Aim:
"To identify the impact of Social media on the business performance on hospitality
organisation. A Case study on Hilton Group."
Research Objectives:
 To get the knowledge about the social media tools and techniques.
 To identify the impact of social media tools and techniques on a hospitality firm like
Hilton Group.
 To analyse the influence of social media tools and techniques on the business
performance of Hilton group. To recommend appropriate solutions to any sort of issues that are taken in the
consideration by Hilton Group.
Research Question
 Is the social media platforms effective for carrying out the proper marketing operations?
 Is the social media platforms that are been used are effective for a hospitality firm like
Hilton Group?
 Are you aware of the issues and limitation that are been faced by Hilton Group? Are the recommendatory measures that are been taken within the organisation are
adequate for Hilton Group?
Research Approach and Methodology
Research methodology and approach is considered as the essential part of an exploration
work as it provides an appropriate vision to the researcher to use suitable methodology that
supports the literature in appropriate manner. The selection of methodology is depend on the
information which support the research in proper manner as in this data has been accumulated
from different sources. A research is either qualitative or quantitative in nature (Campbell,
Martin and Fabos, 2018). In the present research work qualitative research is most suitable to
develop proper theoretical frame work with the support of theories or hypothesis. In this
inductive research approach will also support the literature via conducting detailed analysis on
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the specified area of study. In this interpritivism research philosophy will be supportive in
providing proper detailed through analysis of the perception of authors and writers.
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Chapter 2: Literature Review
This is the most effective part of investigation work thus it is effective in providing in-
depth evaluation of the selected area of issue. This section is effective in developing a
appropriate theoretical framework for providing support to the investigation. In addition, it
discusses and analyses published data in a specific subject area. It is a broad concise of past
study on a particular area of study (Georgescu and Popescul, 2015). This section of research
includes different number of published research articles, books, scholarly articles and many other
relevant and valuable sources related to specific area of research. There are different purpose of
literature review which are described as below:
 Literature review give foundation of knowledge or understanding on topic.
 It explore the conflict in previous studies, gaps in research etc.
 Literature review analysis areas of prior scholarship to prevent duplication and provide
credit to other investigators.
 One of the main purpose of literature review is to address all questions and objectives of
research in systematic and clear manner.
To get the knowledge about the social media tools and techniques.
As per the views of Margaret Rouse (2019), Social media is refers as the most imperative
part of digital technology which is significantly depend on computer based application which
serves the intercourse of opinion, ideas, thoughts and data by practical network or connection. In
simple terms social media is a source of connection in-between of individuals in which they
make, develop or interchange of views through network. Today in current scenario especially
social media tools performs an important role in market goods and services effectively and
efficiently by saving time, cost and energy. In context to Hilton Group, one of the leading
hospitality brand in world which is founded in the year of 1919. It's headquartered in Unites
States. Hilton owns twelve portfolio brands which includes 41,000 hotels in 91 countries. Social
media helps Hilton's to run its functions smoothly, invites more customers which increase its
productivity or performance. The business opertaions of Hilton Hotel are dividem among
different segments i.e. marketing, communication, and networking, thus these all perfoms
significant role in providing better services to their customers. For enhancing the business
operations company can use various tools and techniques of social media are as follows:
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 Facebook: It is a world's famous social media aspect where people majorly develops
their personal profile and add others users like family, friends for exchanging messages.
 Twitter: It's a small scale blogging stage which license people and gatherings to remain
associated by trading short status messages ( 140 character limit).
 LinkedIn: It's a stage which empower gathering of experts with comparable field of
intrigue can share data and participate in discussion (Siddiqui and Singh, 2016).
 Corporate Blog: It's way of communicating online and its is used as the interface to the
company. It enables the company to strengthening the relationship with customers.
However, these tools of social media enrich and helped Hilton Group to build a strong or healthy
relationship among customers and also to improve their overall performance and productivity.
To identify the impact of social media tools and techniques on a hospitality firm like Hilton
Group.
As per the views of Anna Bredeva (2018), Social media becomes the essential component
of business and which modified or altered marketing strategy of growing hospitality industry.
The hospitality industry can easily access opportunities for business to develop within the
commercial centre and social media plays an effective role in the development of hositality
industry. The internet has transformed the way companies and consumers connect across the
globe by overcoming geographical boundaries and time constraints. In relation to Hilton, an
American multinational hospitality company encompasses of branded hotels and resorts all over
the world. With that several customers are scattered around the world for which social media
impact greatly on Hilton in managing the channels of communication with customers. Social
media offers an array of tools for business to manage their operations and functions in order to
attain organisational goal through maximisation of profit. Some of the influence of social media
on Hilton Group which allow them to improve its proficiency effectively which is described
below:
 Influences on consumer behaviour: In hospitality industry internet plays a vital role in
consumer behaviour as it enable the business to adapt opportunities or innovate
technology which effect their business function (Rydén, Ringberg and Wilke, 2015).
By using this platform consumers are able to take best purchasing decision with the help
of product reviews which impact their attitude or behaviour towards product or service.
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 Cost and time effectiveness: In this modern business environment humans life is very
much based on digital technology. Social media is effective aspect and people are now a
day's aware that social media is a key aspect for creating brand image for that they are
investing more social media platforms in personnel and time. It allow ease of access to
customer replies, enable to use better technology which brings efficiency, teamwork and
flexibility to suppliers of company.
 Create brand image: Social media helps hospitality industry to promote and build their
image by convincing the consumers and interpreting their reviews with morality which
builds or enrich company's image. Social media is effective in providing a path way to
business to attract customers towards its offerings and at the same time can also take
their feedback. It help them in improving their productivity level accordingly.
Therefore, social networking improve the overall performance of company in order to attain
organisational goal in most imperative way.
To analyse the influence of social media tools and techniques on the business performance of
Hilton group.
As per the views of Maria Sanchez (2016), Social media impact the business performance
positively and negatively. When some organisation utilise the opportunities which is offered
through societal tool on the different side some fails to follow the same. Whether it is done
intentionally or unintentionally but still hospitality industry cannot ignore the challenges of
social media over the growth of company. Some of the issues or problems which is faced by
Hilton group through social media are as follows:
 Irrelevant information: Now a days hospitality industry is based on word of mouth
(WOM) or electronic word of mouth (eWOM) and its main objective is to provide in
formation to other consumers which either promote defame the brand image of Comoran.
A consumer provide false statement which impact the company proficiency as well as
consumer buying behaviour.
 Increase complexity: In hospitality industry they have to handle consumers feedback in
online and offline (Rodriguez, Peterson and Ajjan, 2015). During the peak time, business
has to face issues in managing the consumers wants and desires which impact the
company productivity.
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 Data leakage: This issue is one of the major problem for hospitality industry due to staff
gossiping each other about company or pricing strategy etc. which effect its profitability
and productivity.
However, social media builds brand image but at the same time it exploit the reputation of
company and hamper business operation which difficult them to capture the market effectively.
To recommend appropriate solutions to any sort of issues that are taken in the consideration by
Hilton Group.
As per the views of Managers of hospitality industries re recommended to deal with the
above mention issues very carefully and proactively. By obstruction to admittance to social
media platform with the usage of proper software and application which enable the company to
reduce the data leakage issue and enhance their productivity. Trip advisor which is considered as
social media strategy in hospitality industry but as consumer are more tend to post negative
feedback rather than positive which impact company efficiency (Rydén, Ringberg and Wilke,
2015). So, to tackle this obstacle company can develop review card featuring Google and Trip
advisor and send them to each branch to give to consumer hoping that they will influence to post
their experience on the spot. By this hospitality industry can boom in the market and enlarge
their growth effectively and efficiently. Thus, improving the chain of services to customers
which enable the hospitality industry to attain or gain positive impact of social media.
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