The Impact of Social Media on the Hospitality Sector: A Report

This report investigates the impact of social media on the hospitality sector, focusing on Hotel Marriott. It begins with an executive summary and research proposal, outlining the introduction, background, literature review, research methodology (qualitative approach, deductive approach, interpretivism philosophy, exploratory research design), and ethical considerations. The report then presents the research project, including a detailed literature review that explores the growing importance of social media marketing, customer engagement, brand awareness, and the use of platforms like Facebook, Instagram, and Twitter. The methodology section describes the qualitative research approach, including data analysis and sampling techniques. The report highlights the positive impacts of social media, such as improved customer relationship management and enhanced brand reputation. Finally, the report provides recommendations based on the research findings, emphasizing the effective usage of social media in the hospitality sector. The Gantt chart is also included, outlining the timeline for the project.

How does social media
affect the hospitality
sector

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
RESEARCH PROPOSAL ..............................................................................................................2
Introduction and background.......................................................................................................3
.........................................................................................................................................................7
RESEARCH PROJECT ..................................................................................................................7
Literature review .........................................................................................................................8
Research methodology...............................................................................................................11
Results of the research...............................................................................................................15
Conclusions and recommendations............................................................................................23
Review of research methodology...............................................................................................23
Reflection...................................................................................................................................24
REFERENCES..............................................................................................................................25
APPENDICES...............................................................................................................................26

EXECUTIVE SUMMARY
The following report is proposed for Hotel Marriott with the aim of finding out the
impact of Social media on Hospitality industries and the objective of conducting the research for
Hotel Marriott. This report has highlighted the Introduction and Background of the Hotel
Marriott. Further this report has highlighted the Literature review of the report. After that report
described the Research methodology of the report, in which it shows the method used to
perform the research, what type of the philosophy has been applied, what are the approaches
used, way of collecting the data and sampling the same and how data has been analysed. After
that the report has highlighted the result of the research with the help of the stats and the
Interpretation of the stats which has been found. Further this report has detailed the
recommendation on the basis of the finding of the research.
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RESEARCH PROPOSAL
Introduction and background
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Social Media are the websites and applications that are developed and made so that
people share their content in real time. It is a computer based technology. This is an
communication tool that is started with computers. It is an dynamic and ever-evolving web based
platform. This is an creation on which information, career interests, ideas and other expressions
of an individual are shown via networks. Breaking it down in two parts social and media. Social
means interacting with people by sharing their personal information with them and at the same
time receiving information from them. Media is the instrument of communication that is internet.
This technology has brought the world closer, through social media applications one can know
what is happening around the world. Social Media has increased interactions with other people
around the world, more shared information. Usage of social media has enhanced the knowledge
of people about the health, providing every single information about the health issue and their
precautions. Social media activities includes photos and video sharing, blogging, social
networks, social gaming, virtual words and reviews, business networks and much more. For
individuals the social media applications are the medium to stay in touch with the friends and
extended family.
Tourism Union International(TUI) is a travel and tourism organisation that is situated at
Hannover, Germany. It is one of the largest company of their type in the world. The company
has it's own hotels, travel agencies, airlines, retail stores and cruise ships. TUI is listed jointly on
Frankfurt Stock and London Stock Exchange. Social Media has affected every single sector
weather it is IT, Manufacturing, Financial, Tourism, Hotels, Hospitals etc. In this report impact
on social media on hospitality sector is highlighted. As the social networking is a form of social
media that offers a platform for the individuals to connect with each other. IT has versatile
effects that it is useful for leisure and business purposes as well. In hospitality sector, social
media plays an crucial and beneficial role(Kim and et.al., 2015). Content presented on social
sites affect the marketing in positive as well as negative ways. Social Media can affect the
consumer's behaviour, improve brand awareness, connection with consumer's, benefits of time
and cost, building company's image, and help in promoting the firms, targeting customer's. But
there are certain challenges such as these applications also distract people, providing Return on
Investment with social media, how one can be different from their competitors.
AIM: Impact of Social Media on Hospitality Sector.
OBJECTIVE
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 To describe the concept of social media in hospitality.
 To determine the positive impact of social media on hospitality sector.
 To analyse the challenges of social media on hospitality sector.
 To recommend the effective usage of social media in hospitality sector.
Research Question
 Describe the concept of social media in hospitality?
 Determine the positive impact of social media on hospitality sector?
 Analyse the challenges of social media on hospitality sector?
 Recommend the effective usage of social media in hospitality sector?
Research methodology-
Research types-
Research type is divided into two kinds qualitative and quantitative research, quantitative
research is systematic investigation of phenomena by mathematical or computational methods,
performing statistical and gathering quantifiable data. Whereas qualitative research is primarily
exploratory investigation, it is used to gain understanding of chosen topic. Research will use
qualitative research types relies on further research procedure.
Research approach-
Research approach is divided into two types deductive and inductive, inductive research
approach starts with observations proposed towards end of investigation process as outcomes of
observations, whereas deductive approach is concerned with creating hypotheses. Research will
chose deductive research approach based on further investigation(Song and Yoo 2016).
Research philosophy-
Research philosophy will devoted in great level of depth, it is divided into two types
positivism and interpretivism research philosophy. Research will chose interpretivism research
philosophy which is quite beneficial and useful for gathering data.
Research design-
Research design is divided into four groups, exploratory, experimental, explanatory and
descriptive. Research will chose exploratory research design, it help to determine appropriate
information based on chosen topic and not intended to provide conclusive data.
Limitations-
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The research can use Quantitative Method, but has used qualitative method as the result
got from this approach are comparatively better. Time was a constraint in completing the
research.
Data analysis-
Data analysis is divided into two types qualitative and quantitative, in qualitative data
analysis will use interviews and focus groups, whereas quantitative data analysis associated with
finding evidence to either reject or support hypotheses. Researcher will use qualitative data
analysis.
Sampling-
Sampling is divided into two types, simple random sampling and purpose, researcher will
use simple random sampling it help every individual change to get selected as participate in
research.
Ethical Considerations-
The researcher has neither misuse anyone's personal information nor has presented others
point of view or other's reviews as their own. No information is leaked without the consent of the
individual. After getting the results or data for the respondents, researcher has got a evaluation
form filled that no information is taken from them by any means of fraud, there is no
biasness(Tajvidi and Karami 2017).
Gantt Chart-
Gantt Chart is a bar chart that elaborates a project plan. The modern version of Gantt
Chart shows the relationship between the activities and current status of the plan. It is a
horizontal bar chart. This charts shows the job that is needed to be performed on vertical axis and
time taken to complete the job on horizontal axis. This chart determines the starting and finish
date of the project. It is used widely in project management. This chart is helpful in designing a
project and shaping the series of the tasks that are required to be completed. The below Gantt
Chart shows that the research proposal submission will be done in the first week. IN the 2nd week
background information of the project will be completed and in the second week collection of
secondary sources and Research methodology and data collection took place in 3rd week. Results
were collected in the fourth and fifth week. In 6th and 7th week suggestions were given and in the
8th week the report was finally submitted.
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6

RESEARCH PROJECT
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AIM: Impact of Social Media on Hospitality Sector.
OBJECTIVE
 To describe the concept of social media in hospitality.
 To determine the positive impact of social media on hospitality sector.
 To analyse the challenges of social media on hospitality sector.
 To recommend the effective usage of social media in hospitality sector.
Literature review
According to Alwagait, Shahzad and Alim (2015) Social Media is becoming popular
more and more in the recent years. Social Media Marketing in hospitality sector is growing and
is becoming an important part of people's lives. As the consumer's are increasing and businesses
are developing, they are using these networks to make plans for their travelling. Similarly it is
necessary for the hotels and resorts to continuously keep an eye on their competitors and try to
engage with potential consumers. Having a strong and effective social media presence is the key
that will help in keeping the booking high and the business growing and booming. The other
benefit is if the person is active on social media the search engines favour those social media
sites that are popular in use or have great results. So when the person search about some hotels or
something the sites will automatically explore all the activities that is around the destinations
searched in the same area. According to Anderson and Jiang (2018) Social Media has helped
business in fostering the online relation with their clients and can create loyal customer's. The
social media has totally changed the ways companies interact with their customers. It has given a
unique ability that help companies to actively engage with the customer's or individuals and their
experience with a specific brand. Hospitality means a friendly response and treatment of the
guests or individuals. Hospitality Sector here refers to any hotel and restaurants, tours that can
simply be broadened to involve any type of venue that welcomes guests, actively provides
customer services. The blogs on social hospitality defines the ways the organisations in the
hospitality sector are making use of social media and technology to smartly market themselves,
increase brand awareness and enhance customer interaction. Social Media is a tool that helps in
bringing together the marketing strategies and customer services. It is the only way that hotels
and resorts, travel and tourism interact with the travellers on the social media sites that is the key
that tells the difference in between gaining a new booking or losing a client.
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According to Ladkin and Buhalis (2016) businesses that came within hospitality sector
rely on the words and the reviews of their loyal customer's. The increasing usage of social media
has spread broadly and the travellers regularly use the social media to showcase their experience
to their dear ones. Social Media is beneficial for hospitality sector for marketing. The usage of
social media platforms such as Facebook, Instagram, Twitter etc. are helpful in improving the
businesses. These platforms has given the opportunity to the businesses to interact with their
clients. Although the medium of communication has changed with the time, now businesses for
marketing and promotion use social media to convey their message to the target audience in the
large size. The only difference is the speed and reach that can only be achieved by social media.
The analysis of market reveal the choice and preferences of the audience such as taste,
purchasing habits, style and the preferred medium of communication and these mediums are
social media platforms. According to Kim, Lim and Brymer (2015) Social Media improves
customer relationship management like in the hotels. Now a days before booking the room
customer's can go through the website of the hotel to analysis all the best point in the various
hotels and can choose one out of them. Points like ambiance inside the rooms and outside as well
can be seen in the pictures uploaded on the websites can help in finalising the room. The rates of
the room, is the most common and important aspect of booking online. The customer's can know
about the food variety in the hotel and in the end they can respond through the digital medium of
communication about their experience, weather they like it or not. Through these results
businesses can engage with the customer's and update or improve their products and services.
Through social media the businesses can manage reputation. With the usage of social media the
companies sell their products and services and build their ongoing relationship with customer's.
These tools or communication channels are used for brand management. For example a couple
was attracted by the hotel, the pictures they saw in the website can complain about their poor
experience by using the same platform. A organisation that has a good picture and services does
not have to wait for the results because their customer's are satisfied and they themselves become
part of the marketing team.
According to Duan and et.al., (2016)Social Media has some negative aspects as well that
is creating a challenge for the businesses. Usage of social media is a boon and a bane both. It can
be bane as it have adverse impact on the customer's. Blogging is considered as a important tool
in social media. As blogs are becoming popular some implications have developed with it. This
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includes the increase of power, Increased influenced of technology and communities and with
that influence of marketers has decreased. Social Media has a negative impact on the
youngsters, they like seating and texting and have forgot to enjoy a life outside internet. They
have start living their life according to the trends they see online, they got influenced by the
promotions and start adopting those in their lives. Some get positively motivated but it influence
others badly. The students are really addicted to the online gaming. Some are so addicted that
they only play all day and does not interact with others. Social Media is has become the word of
mouth for the public. Customer's give the real feedbacks about the contents. Social Media has
raised the standards for living as well as the customer's expectations. Sometimes businesses
could not meet with those expectations and lead to downfall in the sales. It has increased the
competition among businesses and customer's as well. According to Choi and et.al., (2016)Social
Media has impact the businesses in hotel industry as a customer book a hotel and possibly does
not like the food or the ambiance. IT simple means that the things were not according to the
individuals expectations and the person will review it on the basis of it, but in reality it is not that
bad, as now the review is uploaded on their site this will affect the business of that hotel.
Through social media knowledge of the customer's has increased and they are updated about
their rights. So the customer's can be fooled in the sake of money. They have the information
about every single detail. For example take hospitals, now every issue is their online with their
precautions and medications. But there are so many things apart that, only doctor can tell about
it.
According to Leung, Bai and Stahura (2015) Social Media can be effective for hospitality
sector in various ways. Facebook, Instagram and Twitter have modified the way people interact
with others but also how businesses connect with customer's. Hospitality sector have the keen
knowledge of how effectively they can deliver their idea through social media websites if they
want be competitive in today's world. Advertisement via friends like if one of friend “like” a
hotel page, it will automatically reflect on your friends timeline and this is very effective tool for
advertising. Promotions can be done in unique ways by using social media to increase the
business. For example offering special airfares to the followers when they share the link through
their social media profiles to their family and friends. This way business will increase and their
sales. This will save the cost as well as it promotes free advertisement. The customer's reviews
make an effective influence on the businesses. The regular monitor on the blogs of the businesses
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