E-Tourism Report: Jesmond Dene Hotel's Social Media Strategy Analysis

This report provides a comprehensive analysis of e-tourism within the hospitality sector, with a specific focus on the Jesmond Dene Hotel. It begins with an introduction to e-tourism, emphasizing the integration of information and communication technology (ICT) and e-commerce to enhance operational efficiency and customer engagement. The report then proceeds with a literature review, exploring the impact of technology and social media on consumer behavior and marketing strategies. The case study findings delve into the Jesmond Dene Hotel's current practices, particularly its use of social media and e-commerce platforms. The report evaluates the criteria for assessing social media effectiveness and provides an evaluation of the hotel's current social media strategy. The conclusion summarizes the key findings and emphasizes the importance of adapting to technological advancements to maintain a competitive edge in the tourism industry. The report highlights the significance of Wi-Fi infrastructure, digital conference facilities, mobile communication, and e-commerce in enhancing customer experiences and streamlining hotel operations. It also discusses the use of ERP and MIS systems for strategic decision-making within the hotel. The analysis underscores the critical role of technology in shaping the future of the hospitality sector and its implications for businesses like Jesmond Dene Hotel.

E-TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature Review........................................................................................................................1
Case Study Findings....................................................................................................................5
Criteria fore evaluating the social media....................................................................................7
Evaluation...................................................................................................................................7
Social media used by the firm...................................................................................................10
Social media strategy................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES.............................................................................................................................12

INTRODUCTION
In the present scenario, with rapid expansion in information and communication
technology (ICT), all aspects in tourism and hospitality sector has developed with the need to
integrate technology with curriculum. This helps company to develop its activities as per the
current technological advancement. Hospitality industry is facing several new developments in
the context of consumer behaviour and operational technology which has come up with several
appliances and software that help the firms to grow in the market. Further, with regular changes
in technological aspects which mainly include the use of internet has come up with a drastic
change in the tourism and hospitality sector. In the present times, online offering in relation to
tourism services are required for building and sustaining competitive edge over others. This in
turn enables firm to enhance customer base by offering the travel packages or services to the
large number of customers (Buhalis and Law,2008). Thus, to attain a competitive edge in the
market, it is important for companies to adopt the latest electronic techniques that will be
beneficial for performing the activities of firm in an efficient manner.
Further, E-tourism is a process of implementing IT and E-commerce in the firm to
enhance its productivity. Moreover, E-tourism assists in providing different facilities such as
giving information through the means of websites, using mobile applications, different software,
etc. which help to avail the services in an efficient manner. In this report, a detailed study is
made for Jesmend Dene hotel. It is an efficient hotel which provides accommodation and food
facility to the customers. In this, evaluation been done on recent technologies which are highly
beneficial for the firm. Moreover, the usage of social media and its impact has been studied
efficiently. Hence, core study is based on the development of ICT and E-commerce in hospitality
and tourism sector. Furthermore, it has been seen that ICT has a greater influence on hospitality
sector as with the advancement in the technology they are able to service with greater quality
services to the customers. This has changed the perceptive of seeing the business. Moreover,
several ways and equipments are served to the people which help them to serve with greater
assistance. The facility of online payment facility provided by organization assist customers in
making their payment procedure easy. Further, it can be said that mobile technology is having
high influence on developing the functions and operations provided by hotel.
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Literature Review
As per the viewpoints of Sigala and et.al (2012) technology is having a greater impact on
the growth of hospitality and tourism industry in the present era. In their own study, authors
found that now companies which are operated in hospitality and travel & tourism sector places
high level of emphasis on the adoption of social media marketing strategy. The rationale behind
this, now social media sites such as Facebook, Twitter have high level of impact on the decision
making aspect of customers. Moreover, now people spend more time on social sites so by
placing advertisement on such sites company can develop awareness among the large number of
customers regarding the services offered by it. Further, the usage of technology has helped
customers to evaluate different services which are available at the place. Earlier, people were
required to hire a guide and taxi so as to visit the places but with the usage of internet, it has
provided high assistance to find information about different places and number of options to
select the hotel. Further, it has been seen that the current technologies are more intangible than
the advances of earlier time. For example, Smartphone apps are very efficient in the recent time
as they allow the people to download it on there devices and can avail the services at any time
and at any place. They assist in finding the best options for opting hotels or places which are
popular enough to visit. Further, Buhalis (2003) asserted that different applications which allow
for booking the flights and hotels has provided with greater assistance to people for making their
pre-booking before visiting the place. Hence, by using advanced IT techniques tour company can
offer better services to the customers which in turn evolves high level of satisfaction among
them. Along with this, technological advancements also help in raising work efficiency to a great
extent. This has helped to reduce the wastage of time while going to every place and then finding
the best hotel to stay. ICT has a great impact on SME's as with the help of internet, they are able
to develop with the image in the market and enhance the awareness among many people. This
makes them popular in the market as customers are able to gather information about hotel
through internet and can judge its quality. SME are the enterprises which are been established on
a small scale and serve less number of customers in comparison to the big companies. Further,
there are large number of firms which are serving in the hospitality sector. Moreover, with the
development in ICT, they are been able to serve with greater services in context to quality and
the things provided to the customers. With the development of mobile, it is been highly
beneficial for both the customers and firm as they can easily make the payment through it by
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using Paytm and other ways. However, there are several factors which hinders the SME's to
adopt with different technological advancements in the organization as they do not have enough
funds with them to adopt with these technologies.
Now a days, all small or large sized companies are developing their websites on the
internet so as to give better assistance to the people to compare about different hotels and to
choose the best one to stay. Thus, it has been seen that the latest technologies have a greater
impact on the lives of people as well on business. Murpfu and et.al (2006) explained that the
usage of twitter, Facebook and other social sites has changed the mentality of people towards
seeing the world. In the present scenario, people are eager to know about different places and
things which help in gathering knowledge about many things. In this regard, by uploading the
images of travel plan on social sites tour company can entice the decision making aspect of large
number of customers. Moreover, images create excitement in the mind of individuals and
encourage them to invest money in tour packages. According to Pan, Litvin, O'Donnell (2007),
with the help of ICT, SMEs are able to attain high competitive edge in the market as they are
successful in developing their image and also a known face in the eyes of people. The manager
of Jesmond Dene Hotel evaluates that internet is an efficient tool which has helped them to
increase their sales volume by providing efficient facilities through the means of attractive
websites. It has enhanced awareness about the hotel to a wide range of customers as internet has
a great coverage in the market. Moreover, it also helps the hotels to know about facilities and
prices which are provided by company so that they may develop their strategies accordingly.
As per the viewpoints of Whitelaw and Paul (2008), now search engine is the tool that
undertaken by travel organization for marketing the destination. From research, authors have
identified that high level of relationship takes place between the search engine marketing, the
tourism sector and travellers. Hence, by using such tool in the strategic business arena
destination marketing organizations can get the desired level of outcome or success. With the
pace of time, small and medium hospitality companies are successful enough in adopting
different technologies at the workplace which may assist in attracting large number of customers
towards their firm. As technology is taking its heights at a greater pace, expectations of people
are also changing. Further, there are various improvements in the hospitality sector that has
helped to develop their buildings, structure of management and the requirements made by staff
members. Thus, technology may provide assistance to company as well as the customers for
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providing services in an efficient manner. Following are the major technological advancements
which provide greater assistance to the customers.
Wi-Fi infrastructure- Lones and Pizam (2015) stated that now customers prefer to stay
in the hotel which offers high value for money to them. Now, customers compare each and every
aspect such as price, quality, services offered and other complementary aspects. Thus, hotel must
provide Wi-Fi services to the customers so that they can surf information as per their needs.
Moreover, people which are there to do business can easily perform their work without any
interruptions and use technological appliances in an efficient manner. This will help to attract
large number of customers to their organization.
Digital conference facilities- Hotels must develop the conference hall so that meetings
and training sessions can be effectually held in the organization. According to the Buhalis and
Main (1998), to ensure this facility in an effective manner, they must take access of high quality
audio-visual aids which are very important for the successful conference. Thus, now a days,
hotel management is coming up with an effective designing of conference facilities which will
help in providing easy accessibility and in developing attractive infrastructure so as to gather
more customers.
Mobile communication and automation- With the development of digital innovation
and social media, it has helped people to make easy bookings by using the mobile applications.
The hotels have provided digital check-ins, room services, etc. which help in reducing the time
wastage of people.
Entertainment on tap- According to the Main (2002), hotels are becoming more
efficient and providing different entertainment devices so as to provide better facilities to the
customers. Each room is having television, radio and other appliances which are of greater
source of entertainment for the people.
Google map: This has become one of the most commonly used sites. This helps the
viewers to find their way to destination. It saves lot of time and can find way at any par of the
world. In addition to this, it can be used on mobile phones as well as on websites. There are
many organizations which present their location with the help of google map. This is done in
order to provide the viewer with exact location in their customers can enjoy the services
provided my them.
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E-commerce: As per the view point of the Murphy, Schegg, Qiu (2006), it is very helpful
for the organization to make their advertisement. It enables them to present the product and
services which are been provided by the firm. It enables to make people aware and also helps in
achieving the goals and objectives. Apart for all this, it enables the organization to provide
information to people who are around the world. Firm develop advertisement and people get to
know the services which are been provided by them. There are many social sites like Facebook,
Twitter, etc. with the help of which advertisements are presented and this enables to know the
areas which are been disliked by customers. In addition to this, organization can also determine
the customer's perception towards the presented advertisement.
Thus, these technologies are being used by SME in hospitality sector by evaluating the
needs and requirements of people that are mainly visiting the hotel. Further, it will help to know
the technological advancements that will help in providing better assistance to customers.
Sellito and Burgess (2007) has stated that ERP and MIS are the main aspects which are
undertaken by business unit for decision making. Moreover, such system enables firm to take
strategic decision by evaluating the large amount of information in a highly structured way.
Along with this, development of mobile technologies is a providing the hospitality sector with
greater productivity. As with the usage of mobile technologies it has assisted the managers to
evaluate with the potential benefits which has helped in enhancing the guest engagement,
increasing with customer satisfaction and sales volumes. The major task of implementing mobile
technologies is to increase interaction with customers, enhancing promotional activities and sales
of goods and services along with getting feedback from customers for their services. Following
are the major facilities which assist hospitality sector by using mobile technologies:
Mobile websites- The standard website of company may not be opened or give proper
information in different appliances. Thus U and Yoo (2008) states that it is very important to
develop the mobile application which may help customers to view and compare different hotels
by sitting at any place and at any time. Mobile websites are mainly streamlined, specific and
simplified in nature which provides greater assistance to the customers.
Mobile marketing- With the help of mobile marketing, in-store or online purchases can
be made easily. Moreover, it can be easily directed and promoted to the customers. Thus, it will
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help people to know about facilities, interior, quality standards and other things about the hotel
by visiting its webpage.
As per the viewpoints of Seegers (2009), it is highly useful for the hospitality sector to
develop their mobile technologies as it will guide the customers about their firms in an efficient
and easy manner. Further, with the help of this, people can find a way to hotel by using GPS.
Thus, it is important for the hotel to register its organization on internet. Moreover, it will also
assist in promoting its activities in market efficiently. As per the view point of Buhalis and Law,
(2008), it also assist in making the efficient marketing strategies which will help to promote with
the facilities in an efficient manner.
On the other hand the adoption of these technological advancement can become a major
cause for the company as it involves high investment for implementing it in the organization.
Further, author stated that the hotel needs to change its management activities if they have to
adopt these advancements. For example, if the promotional activities are to be held by the means
internet or by using mobile technologies than there is no need for developing the physical
advertisements.
Case Study Findings
Jesmond Dene Hotel is an efficient low budget hotel in London. It is been situated at 27,
Argyle street, Camdon, London WC1H 8EP. To contact them they have served with contact
number- 02076363199 and email id- jesmondhotel.org.uk. This help to give higher assistance to
the customers to have the information about the hotel (Jesmond Dene Hotel. 2017). They are
providing with the breakfast, accommodation facility and other services which makes them
effective in the market. Moreover, there are several other facilities such as free Wi-Fi, 24 hour
reception service etc. which gives a greater assistance to the people. Further, they are known for
there quality services. It is located at the perfect place which is best for the family as well to
business associates to make pleasure Sigala et. al (2012). In addition to this, they are having
different age groups starting from the one room service to the five bedded rooms. Further, people
are pleased to visit the place as they are providing with the free Wi-Fi services and other things
which are a greater elements to appeal the customers. Moreover, the main thing is that it is
highly in the budget of the people so they feel comfortable in availing the services of the hotel.
Jesmond Dene Hotel is using different social media sites for promoting there facilities and
develop there brand image in the market. Further, social media refers to the computer mediated
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communication tool which assist in providing with the benefits to the company for sharing with
the information, interacting with the customers by the means of developing an attractive website
and pages on different websites Buhalis (2003). As in the recent time people are using the social
media sites at a greater pace which means that it has become one of the best means for promoting
the activities of the firm to the customers. This will highly increase with the sales volume of the
company as well enhance with brand image of the company in the market. Further, it will
increase with the awareness about the facilities provided by Jesmond Dene hotel among the
customers. It includes the tariff rates of the rooms, food facility available and transport facility.
Social media is considered to be one of the greatest and strongest means for coordinating
with the organization and the customers at a single time. Thus, direct interactions made through
the websites assist in maintaining healthy relationships with the customers (Murpfu et.al, 2006).
Furthermore, feedback facility provided by the company on there websites helps to get the view
points and suggestions by the customers which are highly beneficial to develop with there
services in an efficient manner and as per the requirements of the people. There are large number
of social media sites which help to promote the activities of the hotel to the customers. It
involves Facebook, Twitter, Instagram etc. which are highly effective in attracting large number
of customers towards availing there services. Jesmond Dene hotel is having there presence by
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Illustration 1: Jesmond hotel, London

there official website on internet, appearance on Trip advisor and company pages on Facebook
(Buhalis and Main, 1998). The effectiveness if the social sites which are been used by Jesmond
Dene hotel are been determined as under:
 Facebook- It is considered to be one of the most efficient tool which is been used for
promoting the activities of the hotel. As in the present time, everyone is using this site be
it be a child or an old person. This helps to attain the feedback from the customers which
is very beneficial for the company to grow in the market. It also develops with the
opportunity to display advertisement in an attractive manner. This attracts the customers
as it includes pop-ups which are highly eye appealing. Further, the page on Facebook
helps the customers to connect with the official website of Jesmond Dene Hotel.
 Official website- It is the most efficient means which develops with the awareness about
the facilities and activities provided by the hotel. It also determines with the tariff rates of
the rooms and other things which are served by the company. Thus, people can directly
connect with the organization for making the bookings and to clear with the query related
to any topic (Sellito and Burgess, 2007).
 Trip Advisor- This is an online application which is becoming very efficient in the
current time. As it helps the customers to make comparison about hotels and select the
best one. Thus, it provides with the different packages which are been served by the
hotel. Further, the customers can make the booking by online means and make payment
before visiting the place (Seegers, 2009).
Criteria fore evaluating the social media
For making an efficient evaluation of different social the following criteria are to be used:
 Users- The hotel get highly benefited by the social sites which are mainly visited by the
customers. In this term it can be said that Facebook is one of the most efficient tool which
is been used by number of people. Thus the popularity of the hotel is been increased by
posting the page on it.
 Engagement- This mainly refers to the interaction level of the customers with the
company. When comparison is made among different social media sites, it can be seen
that official websites gathers maximum interaction level among the management and
customers. As it is having the detailed information about the hotel premises, facilities
which are provided and the activities which they perform. Thus, this makes the people to
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directly contact the managers for making bookings for the rooms or availing some other
services (Sigala and et.al, 2012).
 Content- The evaluation made on determining the most attractive content which is been
served by the hotel on the social sites, it comes to the conclusion that Facebook is one of
the best means which to determine the content in an attractive manner. As it displays with
different pop-ups which makes the customers to gain knowledge about the facilities
provided by the hotel.
Evaluation
Official Website
Cover photo 5 out of 5 Jesmond Dene Hotel is
efficient enough in displaying
an attractive an effective cover
page for the customers.
Branding 4 out of 5 They have developed an
appealing brand image in the
market and in the eyes of the
customers (Buhalis, 2003).
URL 3 out of 5 They are having with there
own URL with its clear name.
About section 4 out of 5 They have arranged with
different sections which
determine about the facilities
provided by the hotel. This
help to provide greater
assistance to the customers as
they can direct reach the point
which they are finding.
15 out of 20 Overall profile of Jesmond
Dene hotel is eye catchy and is
providing with efficient
9

knowledge about all the
activities which are performed
by the hotel.
This determines that the official page of the company is highly efficient enough in
determining its activities and services which are been provided by the hotel. Further, they have
made several measures to segregate with the departments which gives clear description about the
services which are been served by the organization (Lones and Pizam 2015). The customer can
easily find the things which they are searching for.
Facebook
Cover photo 4 out of 5 Jesmond Dene hotel is having
an appealing cover page which
is eye catchy for the
customers.
Branding 5 out of 5 They are successful enough in
developing there brand image
as they are getting good
feedbacks from the customers.
This motivates them to
develop there service more
efficiently and serve with high
quality products (Main, 2002).
URL 4 out of 5 URL is having the name of the
hotel in a most attractive
manner.
About section 5 out of 5 They are having appealing
pictures of the premises and
packages which are been
recently developed.
13 out of 20 They are having a separate
feedback column which helps
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to get comments by the
customers about there good or
bad services provided in the
hotel.
This assist in telling that with the help of Facebook more and more are people are able to
get aware about the brand image of hotel and the services provided to them. Further, it also tells
that they are having appealing pictures of the swimming pool, gym etc. which are eye catchy to
the people who need to avail the services of the hotel. This are able to attract more customers
towards there organization.
Trip Advisor
Cover photo 3 out of 5 Jesmond Dene Hotel is having
a normal front page on the Trip
advisor.
Branding 5 out of 5 Its name is visible and search
engine can find it easily. But
there few photos and no video
is available there.
URL 4 out of 5 URL is having Jesmond Dene
name.
About section 3 out of 5 It has maintained contact
number of hotel but map is not
clear and address is not clearly
maintained.
16 out of 20 Profile displayed is average. It
is having the address of the
hotel and the comments of the
people about the hotel.
It is having an average level profile on Trip Advisor. It is highly beneficial for the
customers as they can directly make there bookings without visiting the place. Moreover, the
11

payment option provided is also convenient for the people as they can use debit and credit card.
Thus, it is able to attract many people towards there organization as the people can compare the
services with other hotels. Over all reviews of hotel is quite well and positive on trip advisor.
Previous trip's photos, management photos are very adventurous and good (Buhalis, 2003). In
the Amenities section attractive details are maintained like free Wi-Fi, non smoking hotel, fitness
centre, services etc. details are clear and understandable. In question and answer section Jesmond
Dene Hotel has answered each quarry of customers that is good criteria to attract customers and
to build their trust.
Social media used by the firm
Jesmond Dene hotel is mainly using there official website and Trip Advisor for attracting
wide range of customers towards availing the services of the company. They take several
measures to design the cover page of the official website so as to provide an appealing one so as
to make the efficient one in comparison to the other firms. Moreover, they try to put all the
information on there site so that no query is been faced by the customers (Pan, Litvin, O'Donnell,
2007). They also provide with all the photographs of the premises so that they can select there
room to live in. Thus, it becomes easy for the company to find the choices and preferences of the
people towards availing the services. Another means used by the firm is Trip advisor which is
considered as an efficient means for making the pre-bookings in an easily. This is the most used
application by the customers as they feel comfortable in making the payments and choosing with
there best hotel. The high rating at this help in attracting more and more customers towards
availing there services.
Social media strategy
Jesmond Dene Hotel musts use of Instagram, Twitter as it the modern form for attracting
customers to avail the services of the company. Further, in the recent time the rate at which
people are using Instagram are enhancing drastically. Moreover, it will be highly effective in
nature to make awareness about the hotel which includes the services and facilities which are
been provided by the company. In addition to this the hotel can post with the photos of the
premises and the different discount offers and packages which firm want to deliver can be posted
and instant reaction can be viewed by the customers (Sigala and et.al, 2012). In addition to this,
firm should also make use of email facility. This will assist in developing strong relationship
with the customers. Further, it will also enable to attract new customers and retain with the
12

existing customers in an effective manner. By following these social sites will highly assist the
company to increase their growth and development in the market. Moreover, it will also be able
to make aware about the company to wide range of people. Thus, it is been expected that in the
future they must expand there business in different places and become a large scale organization
so as to earn more profit. Further with the help of social media, it will help to grow there
business to a greater extent.
CONCLUSION
From the above report it can be concluded that it is very important for the company to
adopt the social media sites for making aware about the functions of the company and
determining the facilities which are been served by Jesmond Dene hotel. This will help to make
the promotion of the company more effectively. Further, developing with the technology is
highly beneficial for the company to attain a high competitive edge in the market. Thus, they
must make several arrangements for adopting the latest technology such as free Wi-Fi, digital
conference facilities, mobile communication and automation and the means of entertainment.
This will assist in attracting wide range of customers towards there organization. Moreover, they
must use different social media sites as in the present time people are highly connected to these
sites and is successful in gathering more people. Thus, to attain competitive edge in the market,
they must evaluate the strategies adopted by the competitors so as to develop with the best plan
which can make them grow in the market.
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Sigala et al (2012) Social Media in Travel, Tourism and Hospitality, Theory, Practice and Cases,
Ashworth.
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Pan, Litvin, O'Donnell (2007) Understanding accommodation search query formulation:The first
step in putting'heads in beds'Journal of Vacation Marketing 2007; t3;371.
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through:<http://www.booking.com/hotel/gb/jesmonddene.en-gb.html>.
[Accessed on 23rd January 2017].
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