Assessing the Role of Social Media in the Hotel Industry: A Case Study

This research proposal investigates the impact of social media on the hotel industry, using Hilton Hotels and Resorts as a case study. The study aims to assess how social media enhances profitability, examining its significance, advantages, disadvantages, and the challenges faced by hospitality businesses. The research explores key questions regarding the role of social media in the hotel sector, its impact on profitability, and the obstacles encountered. The literature review covers the concept of social media, its importance for the hospitality industry, and its advantages and disadvantages. The methodology outlines the research philosophy (positivism), approach (deductive), strategy (survey), design (quantitative), data collection methods (questionnaire and secondary data), sampling (probability), and ethical considerations. The research timeline and references are also included, providing a comprehensive overview of the study's structure and approach.

Research Proposal
(Role of social media on hotel
Industry)
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TITLE: “Role of social media in hotel Industry”
INTRODUCTION
Background of research
In current business environment, social media is highly popular among organisations as
this helps in promoting the business effectively and attracting more number of customers that
ultimately enhance the productivity of company. Social media is a digital tool that enable
businesses to develop and share content with huge number of people very easily and quickly. It
includes application and websites which are formulated to enable individuals or businesses to
share what they want efficiently, quickly and in real time (Chung and Koo, 2015). Use of social
media in businesses help in increasing brand awareness, humanize the brand, increase website
traffic, boost sales, generate leads etc. Hilton is one of the well-known full service hotel and
resort globally and is the flagship brand of multinational hospitality organisation of America. It
provides high quality products and accommodation services to customers according to their
needs. This investigation is based on the topic “To assess the role of social media in improving
profitability of hospitality organisation. A case study on Hilton Hotels and Resorts.” The aim and
objectives associated with this investigation are provided below along with research questions
and significance of performing this study.
Aim of research
Aim of study is “To assess the role of social media in improving profitability of hospitality
organisation. A case study on Hilton Hotels and Resorts.”
Objectives of study
Objectives in relation to this study are as follows:
 To understand the concept of social media and its significance for hospitality business.
 To determine the advantages and disadvantages of using social media for hospitality
business.
 To assess the role of social media in enhancing profitability of hotel.
 To identify the challenges that a hospitality business face of using social media.
Research questions
Research questions of this particular study are mentioned below:
 What do you understand by the concept of social media and its significance for
hospitality business?
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 What are the advantages and disadvantages of using social media for hospitality
business?
 What is the role of social media in enhancing profitability of hotel?
 Which are the challenges that a hospitality business face of using social media?
Significance of research
The topic on which this investigation is based is “Role of social media in hotel Industry”.
Performing investigation on this topic is highly significant for the investigator as it helps in
understanding the social media concept along with its significance for hospitality business. It
also assists in determining the different advantages and disadvantages that an organisation get by
using social media and the role it plays in improving profitability of Hotel. Apart from this, this
investigation also help investigator in determining the challenges that a hospitality organisation
face while using social media in its business (Gautam, and Sharma, 2017). The investigator gets
in depth knowledge of the topic by performing this investigation which is beneficial for the
company to make appropriate use of social media in improving the profitability of business.
LITERATURE REVIEW
The concept of social media and its significance for hospitality business
According to the perception presented by Dollarhide. M., 2019, social media is
considering as a computer based technology which support in sharing of information, thoughts
and idea by building up a virtual community and networks. The social media is originated with
an aim to provide a way for interacting with the family and friend virtually but as it gets
popularity within the society it further started using as a medium for performing business
operations by using it as a platform to maintain a direct interaction with customers. The social
media concept has also get popular within the hospitality sector too where customer is being
approaches with the help of performing promotional practices in term of making people aware
about several deal and offers that help in making them decision about taking services (Social
Media, 2019). The social media platform holds a significant role within the growth and success
of hospitality business as it allows the hospitality businesses in interacting with customers,
broaden the market base and take feedback from the customers in order to alter and improve the
services as per eth requirement of target market.
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The advantages and disadvantages of using social media for hospitality business.
According to Gelinas and et. al., 2017., social media is of the most popular and emerging
concept within the world of business as it provides a platform to expand the network of busines
by making them connect with their stakeholders. The social media platform is most widely used
by several businesses specially the hospitality sector in order to maintain an interaction with the
market to achieve competitive edge. But the use of social media network brings up both
advantage as well as disadvantage for Hilton hotel. In this the main advantage that Hilton hotel
will get with the use of social media platform is that it allows to reach larger number of audience
throughout the world and can influence them to avail services by visiting its hotel and resort with
a medium to provide more personalised information about the offers and packages. Another
benefits are it provide a direct interaction with customers, provide more sources to advertise the
services and build up brand image (Kim, Koh, Cha, and Lee, 2015). But goodness not come
alone way rather a coin has two side, social media also brings up some disadvantage. This
includes, a lot of time is required to spend on social media to provide useful content to
customers, promotional content is required to be updated again and again, negative publicity can
be an issue, easier for competitors to extract data for company’s strategy.
The role of social media in enhancing profitability of hotel.
As per the perception of Varkaris, E. and Neuhofer, B., 2017, social media is a platform
which support a business to grow faster by regularly presenting it appealing to customers. This is
so because by assessing the online traffic and suggestions provided by the clients it become
easier for Hilton to determine the area where it can make modification in order to later the
services as per the requirement of customers. This in turn further help it in becoming more
approachable to the customers which further bring more sales and help in enhancing the level of
profitability. Other than this social media platform is also consider as a boom for attracting the
organic traffic or potential customers to the brand. This is so because it helps in approaching
people from several different part of the world with its speed pf sharing information which help
in brining new customers to hotel and hence help in enhancing the level of profitability.
The challenges that a hospitality business face of using social media.
Lepkowska-White, E., 2017, state that social media act as a blessing for the businesses as it
allow them to spread awareness about the services it is offering and benefit that an individual get
by choosing a particular brand over another in competition. This in turn help in increasing the
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brand awareness and favourability among the customers. But despite of this there are certain
challenges that Hilton hotel may face while using social media network such as security issues.
As the social media network is used by millions of people throughout the world and with the
popularity of this the hacker activities are also get increased which in turn increases the risk of
broken of security threat and data can be stolen if appropriate security methods not adopted.
Another major issues can be faced by Hilton is fraud networks on the name of Hilton that may
mislead the customers which results into negative publicity of brand and may also affect its
image in front of market. Despite of this the another challenges that may be faced by Hilton is
negative feedback from the customers who are not satisfied with eth services. These may also
affect the decision of other customers which in turn may reduce the visit.
RESEARCH METHODOLOGY
Research philosophy: It refers to belief that are being consider by the investigator in
order to take it as a base for moving forth toward performing research. This is mainly selected by
the researcher according to type of knowledge that investigator wants to bring from study. the
philosophy used for performing investigation are realism, positivism, interpretivism etc. but to
conduct present study the positivism philosophy will be adopted by the scholar. The reason
behind selecting this is that it contributes toward the analysis of numerical data which aid in
providing the most accurate data to justify the objectives as per findings of study.
Research approach: This is a method which help in analysis the collected information to
present the finding from the data. The approaches to research are based on type of investigation
method adopted. There are mainly two approaches to be selected such as inductive or deductive.
For the current study deductive approach will be used as it hep in evaluating the numerical data
and present with most accurate information in relation with the set objectives to fulfil the aim
behind their formation (Omland and Thapa, 2017).
Research strategy: in an investigation, different strategies can be used by investigator
involving case study, experimental research, survey, interview, action research etc. In this
investigation, researcher will make use of survey strategy as it is a quantitative approach that
includes the utilisation of self-report measures on samples which are selected very carefully.
Apart from this, survey strategy will use it is a flexible method that can be utilise to study
different applied research questions.
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Research design: it is categorised into two types involving qualitative and quantitative
design of research. Quantitative is based on numerical or quantified information and qualitative
is based on non-numerical information. In this particular investigation, researcher will make use
of quantitative research as it is a systematic process to study of particular phenomena through
collecting quantifiable data along with performing statistical techniques. This method will use as
it is a structured way of gathering as well as analysing the data collected through different
sources (Mzi, 2017).
Data collection method: Researcher will collect data by using two methods primary and
secondary data collection. In primary method of collecting data, fresh data is collected by
researcher through using methods like interview, questionnaire survey etc. On the other hand,
some sources are used to collect secondary data including articles, books and journals. In this
particular investigation, researcher will make use of questionnaire tool that consists of some
questions that respondents need to answer. Secondary data is collected through existing sources
like previously published records, articles, books and journals.
Sampling: a sample can be selected by using two ways probability and nonprobability
sampling. This particular investigation will make use of probability sampling where researcher
select the sample size by using random sampling method. The main reason of using this method
is that thorough using it, researcher can eliminate the chances of biasness and ensure that the
collected data is valid and reliable (Kumar, 2019).
Ethical considerations: several ethical and considerations are there which require to
consider by investigator including confidentiality of data and information, privacy of data,
informed consent etc. While performing this investigation, researcher will ensure that privacy
can be maintained and all the information collected in the research and through respondents must
be kept confidential. Apart from this, researcher first acquire informed consent of respondents
prior to the research and provide them with the option to withdraw their consent anytime. This
will help researcher in performing the research effectively and draw valid outcomes.
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Research Timeline
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REFERENCES
Books & Journals
Chung, N. and Koo, C., 2015. The use of social media in travel information search. Telematics
and Informatics, 32(2), pp.215-229.
Gautam, V. and Sharma, V., 2017. The mediating role of customer relationship on the social
media marketing and purchase intention relationship with special reference to luxury
fashion brands. Journal of Promotion Management, 23(6), pp.872-888.
Kim, S., Koh, Y., Cha, J. and Lee, S., 2015. Effects of social media on firm value for US
restaurant companies. International Journal of Hospitality Management, 49, pp.40-46.
Gelinas, L., Pierce, R., Winkler, S., Cohen, I.G., Lynch, H.F. and Bierer, B.E., 2017. Using
social media as a research recruitment tool: ethical issues and recommendations. The
American Journal of Bioethics, 17(3), pp.3-14.
Lepkowska-White, E., 2017. Exploring the challenges of incorporating social media marketing
strategies in the restaurant business. Journal of internet commerce, 16(3), pp.323-342.
Varkaris, E. and Neuhofer, B., 2017. The influence of social media on the consumers’ hotel
decision journey. Journal of Hospitality and Tourism Technology.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mzi, Y., 2017. Teaching Research Methodology in EFL Classrooms: Bridging the Gap between
Design and Delivery
Omland, H.O. and Thapa, D., 2017, May. Methodological approach for identifying mechanisms
in ICT4D: A critical realism perspective. In International Conference on Social
Implications of Computers in Developing Countries (pp. 182-193). Springer, Cham
Online
Dollarhide. M., 2019. Social Media. [Online] Available through:
<https://www.investopedia.com/terms/s/social-media.asp>.
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