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.
1

RESEARCH PROPOSAL
Introduction and background
2

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
3

 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-
4

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.
5

6

RESEARCH PROJECT
7

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.
8

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
9

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
10

will improve the the reputation. The businesses should work on customer's reviews that is the
only way the companies can grow, as the positive review can generate the business. As by
reviewing the feedbacks of the customers the business can know where they lack behind. By
monitoring the audience behaviour with social media, hoteliers can analyse the experience of
audience and their attitude. Customer Relationship Management, Hotels should evaluate their
way that how they make use of social media to serve their customer's more effectively. Through
digital communication channel traffic shows what the customer's enjoyed at their current stay at
a hotel and what they disliked and now it is up-to them how they make use of this information.
The businesses should create visual portfolios on Instagram and Pinterest like upload pictures
that will simply show the ideas that the business wants to deliver, with quality images amusing
captions can be posted to make it more effective. Customer Service must be provided to develop
a strong marketing point. Customer's want their problems to be resolved quickly, so it is
important that the solution company offers should be quick and effective both. The businesses
can use videos to gain attention. Effective videos that communicate the story, business tells will
have effective impact on the customer's. The businesses should use blogging to add value to their
business.
Research methodology
Methodology can be determined as a systematic and theoretical analysis of methods that
are applied to a field of study. This comprises of a theoretical analysis of a body of methods and
principles which are being associated with a branch of knowledge. Research methodology is a
tool which is being used by an individual or an organisation in order to carry out a research with
analysing and determining the outcome of the research conducted. There are majorly two types
of research method qualitative and quantitative which can be used to carry out a research by a
researcher. These aspects helps a researcher in determining and analysing the results of the
research. Research methodology consist of several elements which includes research philosophy,
design, approach, data collection, sampling, data analysis and ethical consideration (Alvesson
and Sköldberg, 2017).
It is essential for a researcher to determine and analyse the correct methods of analysing
and determining the research outcomes which are used by a researcher. It can help the researcher
in determining the impact of social media on hospitality industry. Researcher has to undertake
11

several aspects of research methodology which can help them to assess the impact of social
media on hospitality industry.
Research Method
There are usually two types of research methods which includes qualitative method and
quantitative method. It is essential for a researcher to determine the appropriate method through
which research is to be conducted. Quantitative research method usually emphasizes on
deductive logic in which researcher starts with hypotheses and collects data that can be used to
determine the outcomes of the research. Whereas qualitative method is a primary exploratory
method of research which works on actual fats and figures that prevents creating of hypothesis in
the research. It vary methods of collection using unstructured or semi structures techniques. For
conducting the present research, researcher has used qualitative method of research as it provides
depth and detail by looking deeper than analysing counts and ranks through recording
behaviours, feelings and attitudes. It also creates openness by encouraging people on their
responses which can open up new topic areas that are not initially considered which can help the
researcher in determining the influence of social media on hospitality industry (Fletcher, 2017).
Research Philosophy
It can be referred as a belief about the way in which data about a phenomenon should be
gathered, analysed and used in order to carry out a research. There are majorly two types of
research philosophies which consist of positivism and interpretivism. It is essential for the
researcher use appropriate philosophy for conducting the research as wrong use of philosophy
can result in wrong analysis of data which can effect the outcomes of the research. Positivism
can be determined as a philosophical theory which states that certain knowledge is based on
natural phenomena with their properties and relations. Hence, the information which is derived
from sensory experience that is interpreted through reason and logic can be known as positivism
philosophy (Flick, 2015.). Whereas, interpretivism philosophy is based on naturalistic approach
of collection of data which contains interviews or questionnaires with observations, it can also
include secondary data which helps a researcher in understanding and developing the research
more effectively. This research is conducted with interpretivism philosophy as it is based on
naturalistic approach which can help the researcher in analysing and evaluating the data more
effectively because it uses actual facts and figures rather than use of hypotheses that can help in
analysing the influence of social media on hospitality industry.
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Research Approach
It is known as a plan and procedure which consist of the steps of broad assumptions to
the detailed method of collection of data with analysis and interpretation of data. It is basically
based on the nature of research problem which is being addressed. There are generally three
types of research approach which consist of inductive, deductive and abductive research
approach (Kumar, 2019). Deductive approach is an approach which is concerned with
developing a hypotheses that is based on existing theory. This designs a research strategy for the
purpose of testing the hypothesis. The major difference between inductive and deductive
research is that whilst where a deductive approach is based on aimed and testing theory, whereas
an inductive approach is based on the generation of a anew theory which is emerging from the
data. Inductive research basically includes observations and theories that are being proposed
towards the end of the research process as a result of observation. This research is being
conducted with inductive approach of research as it takes specific observations and makes
general conclusions out of them which can help the researcher in identifying the effect of social
media on hospitality industry.
Research Design
It can be described as a framework of methods and techniques which is being chosen by a
researcher for combining various component of a researcher in a reasonable logical manner for
the purpose of handling the research problem in a effective manner. These are majorly two types
of research designs which includes descriptive and explanatory design. An explanatory research
is being conducted for a problem which is not well researched before, demands priorities,
generates operational definitions and provides a better research model. It is a research design
which basically focuses on explaining the research study in a detailed manner. Whereas
descriptive design of research is a study which is designed to depict the participants in an
accurate manner (McCusker and Gunaydin, 2015). It uses majorly two ways of collection of
information which includes observational method and case study method. Present research is
being conducted with descriptive design of research which can help a researcher to effectively
analyse non qualified topics and issues with observing the phenomena in a completely natural
and unchanged natural environment that can significantly help the researcher in analysing and
evaluating the data for determining the influence of social media on hospitality industry.
Data collection
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It is a process of gathering and measuring information on targeted variables in an
established system which allows to answer relevant questions and evaluate outcomes. The most
essential part of a research is data collection, as the data collected is being analysed by the
researcher and outcomes of the research are made. It is necessary to collect relevant data by
using appropriate methods of data collection. There are two main methods of data collection
which includes primary method and secondary method of data collection (Silverman, 2016).
Primary data refers to the data which is primarily originated by the researcher for the very first
time which includes sources like surveys, experiments, observation, questionnaire, personal
interview, etc. Another method of data collection is secondary method in which data is being
gathered from the agencies and organisation who have already collected the data for an
investigation. In the present research, researcher has used both the methods of data collection for
the purpose of analysing the research and determining the effect of social media on hospitality
industry. Both the methods of data collection are being used for the significant outcome of the
research.
Sampling
It can be defined as a process which is used in statistical analysis in which a
predetermined number of observations are being taken from a larger population. It is essential for
a researcher to take appropriate samples according to research, so that appropriate outcomes can
be analysed. There are mainly two types of sampling that are random sampling and systematic
sampling. Systematic sampling is a type of probability sampling method where sample members
from a wide population are elected according to a random starting point with a fixed and periodic
intervals. Random sampling is a method of sampling which is almost similar to systematic
sampling (Walliman, 2017). It is a method of selecting sample of observations from a population
in order to make inferences about the population. Researcher is using random sampling method
in the present research in order to carry out significant outcome with being bias to samples as
random sampling prevents bias which can help the hospitality industry in analysing its influence
from social media. Present research includes 20 samples which are picked randomly.
Data Analysis
The process of evaluation of data using analytical and statistical tools for discovering
useful information and aid in business decision making is known as data analysis. There are
several methods used for analysing data which includes text analytics, data mining, thematic
14

analysis, etc. Present research uses thematic analysis for analysing the data as it is one of the
most common form of analysis within qualitative research because it emphasizes on examining
and recording patterns of meaning within the data (Alvesson and Sköldberg, 2017). It can help
the researcher in analysing and evaluating the influence of social media on hospitality industry, it
can also help in determining the challenges being faced in the same.
Ethical Consideration
For conducting this research there are several norms and standards which are being
followed by the researcher in order to carry out the outcome of the research. In this research
informed consent is being obtained and no harm is being caused to members involved in this
research. It also includes respect for anonymity and confidentiality with respect for privacy of all
those people who are involved in this research.
Results of the research
Theme-1 respondents respond for how much time TUI is in the market
Particulars Frequency
1-5 years 0
6-15 years 15
more than 15 years 5
15
5
1-5 years
6-15 years
more than 15 years
15

Interpretation
Most of the respondents has responded for 6-15 years which shows that company is from a long
time in the market which can help the company in building its brand name and expanding the
business of the company. It is a positive aspect fro the point of view of the company as 5 out of
20 people have opted that company is being in the market for more than 15 years. So by
combining both the options, an average is being calculated that company has survived at-least 10
years in the market and performing its business activities.
Theme-2 Answerers respond towards involvement of TUI in marketing through social media
Particulars Frequency
Yes 17
No 3
17
Yes
No
Interpretation
17 answerers out of 20 have responded that company is using social media for the purpose of
marketing. This shows that company is involved in marketing its services from the all the major
aspects of marketing which majorly include social media as it is trending a lot in a recent period
of time. Only 3 of the respondents have answered that TUI is not involved in marketing through
social media which shows that social media is being utilized by the company in order to market
its products on a larger scale.
16

Theme-3 Respondents respond towards Does use of social media is effective in TUI
Particulars Frequency
Yes 12
No 3
Maybe 5
Yes No Maybe
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Frequency
Interpretation
Social media is a effective method of marketing in most of the industries. 12 of the respondents
have responded for yes which shows that social media is a effective method of marketing which
can help TUI in expanding its business and increase its productivity by attracting more number
of consumer with the help of social media. Only 3 out of 20 respondents have answered that
social media is not effective which shows that only a few people in the organisation do not agree
that social media is not a effective method of marketing.
Theme-4 Respondents respond towards aspects of social media used by TUI for marketing
Particulars Frequency
Facebook 14
Instagram 4
Twitter 1
17

Other 1
14
4
1
1
Facebook
Instagram
Twitter
Other
Interpretation
The respondents respond towards aspects which are being used by TUI for the purpose of
marketing is 14 out of 20 for Facebook, 4 out of 20 for Instagram, 1 for twitter and others each.
This shows that there is a good usage of Facebook for the purpose of marketing in TUI that is
god for the company as with the help of Facebook, company can approach maximum number of
consumers to their services which can ultimately increase the productivity of the company by
offering its services to more number of peoples.
Theme-5 Answerers answer towards does TUI take bookings through social media
Particulars Frequency
Yes 19
No 1
18

Yes No
0
2
4
6
8
10
12
14
16
18
20
Frequency
Interpretation
Majority of respondents have answered that TUI takes booking online through social media
applications as 19 out of 20 respondents have responded for yes. This can be seen as a positive
aspect from the company as it is offering its services directly through their advertisement on
social media applications which make them more effective as consumers gets the easiness to
book their services directly from the social media application which make convenient for the
consumers to book services more easily.
Theme-6 Respondents respond towards agreeableness with bookings from social media are more
than offline bookings
Particulars Frequency
Strongly Agree 9
Agree 6
Strongly Disagree 1
Disagree 4
19

9
6
1
4
Strongly Agree
Agree
Strongly Disagree
Disagree
Interpretation
There are several people who disagree and strongly disagree that bookings through social media
are not that much as offline bookings. Whereas majority of respondents thinks that social media
bookings are more than offline which shows that social media influences TUI a lot in attracting
more customers which helps the company in attracting more number of consumer to its services.
Theme-7 Answerers answer towards major aspect of social media which helped TUI to increase
its bookings
Particulars Frequency
Instagram 2
Facebook 16
Twitter 1
Other 1
20

2
16
1
1
Instagram
Facebook
Twitter
Other
Interpretation
Most of the respondents believes that the major aspect which helped TUI in increasing its
booking is Facebook as 16 out of 20 respondents have opted for this. This shows that Facebook
is playing a significant role in increasing bookings through Facebook. 2 out of 20 respondents
have opted for Instagram which shows that Instagram is also a major aspect of social media
which helps TUI in increasing its bookings. As twitter and other social media applications have
got 1 responded each which shows that social media applications other than these aspects must
be considered by TUI for increasing bookings from other aspects too.
Theme-8 respondents answer for major feedbacks from customers who booked services through
social media
Particulars Frequency
Excellent 18
Good 1
Average 1
Worst 0
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0.5 1 1.5 2 2.5 3 3.5 4 4.5
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Frequency
Interpretation
90% of respondents have opted that reviews and feedback from customers on social media are
excellent which shows that company is performing well and the services which are provided by
the company are liked by the people very much. So the company can take feedbacks from the
social media for the services they provide, this can help the company in increasing its
productivity through taking corrective actions by the negative feedbacks from the consumers.
Theme-9 Respondents answer towards suggestions for improving services of TUI
Most of the respondents have mentioned that social media accepts the bookings from consumers
but it give a huge discount while booking the services online through social media which effect
the revenue of the company from offline bookings which can result in decrease in revenue from
offline bookings. Respondents also mentioned that bookings from social media are mostly fake
which mismanages the operations of TUI, so the company can take some amount as advance in
order to stop such fake bookings.
Theme-9 Respondents respond towards suggestions for improving services of TUI
Most of the respondents suggested several aspect through which TUI can improve its services for
reaching the maximum level of customer satisfaction. This should be considered by TUI so as to
improve its services. Out of 20 respondents, 13 suggested for betterment of decision making
procedure, as the chain through which communication is being done from a supervisor to the
22

authorities is too long which creates communication gap due to which management is not able to
work effectively as the decision making is slow which can effect the working of TUI directly and
decrease the level of customer satisfaction.
Conclusions and recommendations
From the above the study it is highlighted that social media is an important factor that can
either positively or negatively impact the hospitality sector. Hospitality means treating people
with friendly nature. Social media has benefited the hospitality sector in creating the brand value
and improving the reputation of the businesses. There are some recommendations that can be
more beneficial and efficient for the hospitality sector. Like, Responding to every single and
small review that has come up for the company. As some hospitality sector uses Twitter for
current update. Responding to the guests means fulfilling the responsibility, like directing guests
about the correct sources and for those who are concern about the customer service. In the
hospitality sector it is important to respond to every message that to in particular amount of time.
Trip Advisor is considered as a social media strategy in the hospitality industry. It works as a
source of information to the potential guests. Trip Advisor rank hotels on the basis of 3 aspects
like recently posted reviews, the quantity and quality of reviews. Although people tend to post
negative comment as compare to the positive comment, so the team has to check every single
detail. The lists of the comments marked by the clients were given to the managers of the hotel
so that they can work on them and improve the following things by using the tools. The
companies should improve the guest engagement by campaigns and should consider the overall
experience of the guests. The experience can be positive and negative. The negative one's should
be focused more and should be worked upon to improve the services for the hotel.
Review of research methodology
In the present research, researcher had used qualitative research which helped in
determining the actual facts on the influence of social media on hospitality industry, researcher
could have also used quantitative method of methodology as it allows the researcher to study in a
broader manner by involving a greater number of subjects with enhancing the generalisation of
results. This could also help the researcher by allowing for greater objectivity and accuracy of
results. While, qualitative method is being used by the researcher which helped them in
analysing and evaluating the results and outcomes of the research ina more significant and rel
23

manner as it is based on naturalistic approach which allows to evaluate actual facts and figures
by prevention of hypothesis.
Reflection
From this research I came to know that I am lacking in several issues and aspects which I
need to improve in order to being effective. There are such aspects too where I am good, that I
came to know by doing this research. The problem which I faced was communication, I came to
know that I am unable to communicate with the respondents in order to fill the questionnaire,
where I felt that I need to improve my communication skills, for improving my communication
skills I will go to tuitions, seminars and interact with my friends and family so that my
communication skills can be good and I can communicate with everyone in s effective manner.
Another issue which was faced by me was problem solving skills which I felt that I am
poor at. This research help to recognise that I am poor at problem solving as I was unable to
manage problem effectively. I need to improve this skill in order to become effective, I will join
seminars related to problem solving which can help me overcoming the issue of problem solving
which would help me in solving problems effectively and manage tasks by solving the problems
in a more significant manner.
While conducting this research, I came to know that I am quite good in time
management, which I came to know by this research. This helped me in completing my tasks on
time and the scheduled tasks were completed according to the schedule which helped me to
complete this research timely. Time management is a essential tool as it effects the workings and
operations to an individuals research. Improper time management may lead to failure of
completion of project on time.
24

REFERENCES
Books and Journals
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Alwagait, E., Shahzad, B. and Alim, S., 2015. Impact of social media usage on students
academic performance in Saudi Arabia. Computers in Human Behavior. 51. pp.1092-
1097.
Anderson, M. and Jiang, J., 2018. Teens, social media & technology 2018. Pew Research
Center. 31. p.2018.
Choi, E.K. and et.al., 2016. Social media marketing: applying the uses and gratifications theory
in the hotel industry. Journal of Hospitality Marketing & Management. 25(7). pp.771-
796.
Duan, W. and et.al., 2016. Exploring the impact of social media on hotel service performance: A
sentimental analysis approach. Cornell Hospitality Quarterly. 57(3). pp.282-296.
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology. 20(2). pp.181-194.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Kim, S. and et.al., 2015. Effects of social media on firm value for US restaurant companies.
International Journal of Hospitality Management. 49. pp.40-46.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance.International Journal of Hospitality Management. 44. pp.165-171.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ladkin, A. and Buhalis, D., 2016. Online and social media recruitment: Hospitality employer
and prospective employee considerations. International Journal of Contemporary
Hospitality Management. 28(2). pp.327-345.
Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research. 39(2). pp.147-169.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Silverman, D. ed., 2016. Qualitative research. Sage.
Song, S. and Yoo, M., 2016. The role of social media during the pre-purchasing stage. Journal of
Hospitality and Tourism Technology. 7(1). pp.84-99.
Tajvidi, R. and Karami, A., 2017. The effect of social media on firm performance. Computers in
Human Behavior.
Walliman, N., 2017. Research methods: The basics. Routledge.
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APPENDICES
QUESTIONNAIRE
Name
Age
Gender
From how much time TUI is being in the market?
 1-5 years
 6-15 years
 more than 15 years
Is TUI involved in marketing through social media?
 Yes
 No
Does use of social media is effective in TUI?
 Yes
 No
 Maybe
What all aspects of social media are being used by TUI for marketing?
 Facebook
 Instagram
 Twitter
 Other
Does TUI take bookings through social media?
 Yes
 No
Do you agree with bookings from social media are more than offline bookings?
 Strongly Agree
 Agree
 Strongly Disagree
 Disagree
Which aspect of social media helped TUI to increase its bookings?
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 Instagram
 Facebook
 Twitter
 Other
What are the major feedbacks from customers who booked services through social media?
 Excellent
 Good
 Average
 Worst
Suggestions for improving services of TUI?
27