Research Project: Social Media Marketing in the Hospitality Sector

This report investigates the increasing trend of social media marketing within the hotel industry, specifically analyzing its application and challenges at the Rosewood Hotel in London. The research explores the popularity and ease of use of social media platforms as marketing tools, examining strategies adopted by hotels and providing recommendations for improvement. The literature review covers themes such as the effectiveness of social media marketing, strategies implemented by hotels, and suggestions for future enhancements. The research methodology outlines the qualitative approach, interpretivism philosophy, inductive approach, and descriptive research design used. Data collection methods include both primary and secondary sources, with a focus on sampling and data analysis techniques. The report also addresses ethical considerations and research limitations, providing a comprehensive overview of social media marketing's role in the hospitality sector. The study aims to understand the concept of social media marketing, analyze its integration at the Rosewood Hotel, ascertain challenges in adoption, and recommend solutions. The report uses both primary and secondary data to investigate the topic and offer actionable insights for improving digital marketing strategies.

UNIT NO: 4 RESEARCH
PROJECT
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Table of Contents
TASK 1: CHAPTER 1: INTRODUCTION....................................................................................1
Background:.................................................................................................................................1
Research Aims:............................................................................................................................1
Research Objectives:...................................................................................................................1
Rationale:.....................................................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
Theme 1: Popularity and ease of using social media marketing.................................................2
Theme 2: Strategies adopted by the Hotel Industry.....................................................................2
Theme 3: Recommendations to further improve.........................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................3
TASK 2............................................................................................................................................6
Gantt Chart...................................................................................................................................6
TASK 3............................................................................................................................................7
CHAPTER 4: DATA ANALYSIS..................................................................................................7
Error! Objects cannot be created from editing field codes........................................................8
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION...................................................17
REFLECTION...............................................................................................................................19
TASK 4..........................................................................................................................................19
Covered in PPT..........................................................................................................................19
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2
Questionnaire...............................................................................................................................2
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TASK 1: CHAPTER 1: INTRODUCTION
Background:
Social Media Marketing has been increasingly adopted by not only big organisations but also
individual businesses because of its flexibility and ease to access a multiple number of customers
placed all over the world. In the current research, researcher will find out its increased usage in
the hospitality industry today and the problems that Rosewoood hotel is currently experiencing
will be detailed. The research will comprise of all such facts and the challenges that the
hospitality industry of UK is facing suggested by the appropriate recommendations and
conclusions.
Research Aims:
To evaluate the increasing trend of incorporating social media marketing in hotel industry A
study on Rosewood Hotel, London
Research Objectives:
 To understand the concept of social media marketing
 To analyse the integration of social media marketing in Rosewood Hotel
 To ascertain the challenges in adopting social media marketing
 To recommend appropriate solutions for incorporating social media marketing in
Rosewood Hotel.
Rationale:
The trend of social media marketing has continuously been on rise and more number of
companies are getting associated with it. This has been selected in the current research by the
researcher because analysis of this topic will help in determining the correct figure and plan for
the sales beforehand and it has been selected currently because this research will help in
identification of appropriate techniques that can adopted in order to further improve the
digitalisation process through social media marketing. The readers of this research will able to
understand the concept and use of social media marketing in the current generation and possible
outcomes and also learn how to correct to other.
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CHAPTER 2: LITERATURE REVIEW
Theme 1: Popularity and ease of using social media marketing
As per the view of, Godey and et.al., (2016), the researchers stated that the immense rise in
the ease and flexibility of using social media apps as per the convenience of the users and the
economical manner in which a much larger audience and consumer group that could be targeted
were some of the major features that led to the increase in the prevalence and popularity of social
media apps as a marketing tool and platform. The researchers majorly explored the use of Face
book and Twitter, two of the major social media platforms that were being used as a marketing
platform in the hotel industry so as to analyse its impact. The researchers concluded that the
online survey which was conducted by them clearly depicted the popularity of these apps and it
was also found that any of the visitors to different hotels first check the reviews and ratings that
have been given to the place by other visitor. These acted as a basis for decision making
regarding which is the best hotel to visit. It was found by the researchers that there has been
increased use of these platforms because of its popularity and the presence of competitors’
irrespective of the kind of industry were present on the social media and this creates a pressure
on those individuals or companies that are trying to capture the market area as much as they can.
Theme 2: Strategies adopted by the Hotel Industry
According to authors, Leung, Bai and Erdem (2017), have argued that the technological
innovation and its easy availability has brought the world extremely close and everything today
is literally just a tap away. They have stated that there are a multiple number of measures that
hotels are increasingly adopting it by presenting all the features and unique or exotic features of
the Hotel on these social media sites. The authors also stated that the managers of hotel regularly
maintain and track their feedback system where the consumer actually leaves behind. The
authors further argued that formulation of online communities where the managers of the hotel
regularly keeps their customers tastes and trends and it also helps them in getting immediate
feedback regarding the quality of service provided. The authors conclude that this extremely
close integration of the consumer that is actually utilising the food is shown with the service
provider is an extremely new aspect that has been incorporated and therefore the service levels at
Hotels have improved drastically.
However another authors, Chang, Ku and Chen (2017), has argued that technology is not
the only factor that has assisted in the increase of social media being used as marketing tool.
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There are many other techniques in the digital age and some of these that the authors discussed
in their research paper are formulating separate budgets for such marketing activities and
following the latest trends which are changing almost on a daily basis. The next strategy
highlighted by them was differentiating theories marketing activities from the one that was
adopted by their own respective competitors thus maintaining the edge in the targeted customer
group. The authors concluded that features like Google Ads, Maps etc. are some of the most
prominent tools in ensuring that the product or service has literally captured the desired attention
of the consumers.
Theme 3: Recommendations to further improve.
As per the view of authors, Del Vecchio, Mele, Ndou and Secundo (2018), it has been
argued that the audience needs to be segregated today before targeting them through social media
marketing app. They have stated that for a younger audience, search engine optimisation is a key
tool in gaining their attention and therefore securing the purpose with which it was done.
However, the researcher have stated that while targeting a middle aged group, other factors like
luxury, money, branches of the Hotel, its landscape and scenic views etc. are of a much more
importance and priority etc. Another major strategy that was suggested by the authors was that
never compromise with the quality of the service provided since a happy customer will write
positive about you on social media and that is an absolutely free service that will attract a million
of other views and probable customers without spending a single dime on this large scale
marketing.
Another research paper presented by the authors, Liu, Pennington-Gray and Klemmer,
(2015), have suggested that rather than simply posting pictures and experiences in the social
media apps, it is also necessary to engage the audience in online “frenzy” i.e. encouraging them
to participate and engage and this can be done by encouraging viewers to ask as many queries
regarding cost, time or whatever aspect and trying to address as many of them as possible.
Another strategy suggested by authors was that include online quiz and games.
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered to be as an effective measure as it helps in gaining
broader perspective on the subject matter (Mackey and Gass, 2015).
Research methods: This an appropriate strategy which helps in gaining appropriate and
useful information in relation to the research aim and objectives (Kumar, 2019). Research
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methods can be categorized into quantitative and qualitative methods. Quantitative method tends
to take into consideration numerical and statistical data. Qualitative approach helps in gaining
logical and reasonable understanding on the subject matter.
The researcher of the study opted for qualitative methods in order to evaluate the
increasing trend of incorporating social media marketing in hotel industry.
Research philosophy: This is a belief according to which data should be gathered, used
and analysed (Flick, 2015). Research philosophy can be categorized into positivism and
interpretivism philosophy method. Positivism method helps in gaining factual knowledge which
tends to focus on revealing true information. Interpretivism method is useful in logically carrying
out the study by integrating human interest.
The researcher of the study opted for interpretivism philosophy method in order to
understand the concept of social media marketing.
Research approach: This is considered to be a planned structure which is based on set
assumptions and test hypothesis in order to meet desired data (Bresler and Stake, 2017).
Research approach can be categorized into deductive and inductive approach. Deductive
approach is considered to be as phenomenon which is mainly based on hypothesis and test.
Inductive approach is considered to be a logical process which includes forecasting, prediction
and behaviour in order to attain specific conclusion.
The researcher of the study opted for inductive approach in order to analyse the
integration of social media marketing in Rosewood Hotel.
Research design: This is a blueprint which helps in effectively evaluating the research
problems which in turn leads to attainment of research aim and objectives (Silverman, 2016).
Research design can be categorized into exploratory and descriptive design. Exploratory research
design helps in understanding the study of the subject in an appropriate and preliminary manner.
Descriptive research helps in in- depth investigation on the research subject matter.
The researcher of the study opted for descriptive approach in order to ascertain the
challenges in adopting social media marketing.
Data collection: This is considered to be an appropriate research methodology which
helps in collecting true, fair, valid and reliable data which in turn helps in attaining specific
conclusion and better decision making (Quinlan, and et.al., 2019). Data collection can be
categorized into primary and secondary data collection method. Primary data is fresh and new
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information which has not been used earlier. Such information can be collected with the help of
experiment, observation, investigation, questionnaire, polls, etc. Secondary data is the used and
second hand information which has been collected earlier. Such information can be further used
for gaining broader insight on the subject matter. It can be collected through manuals, reports,
journal, articles, books, blogs, newspaper, magazines, etc.
The researcher of the study opted for both primary and secondary data collection method
in order to ascertain the challenges in adopting social media marketing and recommend
appropriate solutions for incorporating social media marketing in Rosewood Hotel.
Sampling: This tool is useful in selecting the appropriate sample size from large
population in order to carry out particular study (Mackey and Gass, 2015). Sampling can be
categorized into probabilistic and non- probabilistic sampling method. Random probabilistic
sampling is a method where each individual has equal chance of getting selected randomly.
The researcher of the study opted for random probabilistic sampling method where 20
managers of Rosewood Hotel will be selected in order to evaluate the increasing trend of
incorporating social media marketing in hotel industry.
Data analysis: This is considered to be as an efficacious procedure which helps in
interpreting, analysing and inspecting the data collected for future decision making. Data
analysis can be categorized into SPSS tool and thematic analysis (Bresler and Stake, 2017).
SPSS tool is useful in understanding complex and large statistical data. On the other hand,
thematic analysis helps in critically evaluating various themes which tends to explore underlying
and definitive meanings within the data.
The researcher of the study opted for thematic analysis in order to ascertain the
challenges in adopting social media marketing and recommend appropriate solutions for
incorporating social media marketing in Rosewood Hotel.
Ethical consideration: The researcher of the study has carried out the study by keeping
all the information protected within data protection act (Kumar, 2019). The researcher has
effectively utilized all the resources ethically which helps in smoothly carrying out research
study. The researcher of the study has collected all information that are true, fair, valid and
reliable by citing all the information.
Research limitation: The key limitation of carrying out the study is time limitation. The
researcher has prepared Gantt chart and time frame in order to accomplish task before deadline
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(Quinlan, and et.al., 2019). Another major limitation faced by the researcher is that unavailability
of the resources which in turn influence the research project.
TASK 2
Gantt Chart
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Selection of specific topic 1 day Tue 12/24/19 Tue 12/24/19
Auto
Scheduled
Formulation aim and
objectives for research study 2 days Wed 12/25/19 Thu 12/26/19 1
Auto
Scheduled developing a brief plan 2 days Fri 12/27/19 Mon 12/30/19 2
Auto
Scheduled Research methods selection 2 days Tue 12/31/19 Wed 1/1/20 3
Auto
Scheduled Preparing questionnaire 2 days Thu 1/2/20 Fri 1/3/20 4
Auto
Scheduled
Sending questionnaire for
collection of data 2 days Mon 1/6/20 Tue 1/7/20 5
Auto
Scheduled
Recording specific data set
in a structured format 5 days Wed 1/8/20 Tue 1/14/20 5,6
Auto
Scheduled
Interpreting the data
collected 4 days Wed 1/8/20 Mon 1/13/20 6
Auto
Scheduled
Concluding findings and
recommending solutions 2 days Wed 1/15/20 Thu 1/16/20 7,8
Auto
Scheduled Formatting 3 days Fri 1/17/20 Tue 1/21/20 8,9
Auto
Scheduled Taking feedback 2 days Fri 1/17/20 Mon 1/20/20 2,3,4,5,6,7,8,9
Auto
Scheduled
Doing changes as per the
feedback provided 3 days Tue 1/21/20 Thu 1/23/20 11
Auto
Scheduled Final submission 2 days Fri 1/24/20 Mon 1/27/20 11,12
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Critical Path
TASK 3
CHAPTER 4: DATA ANALYSIS
Theme 1: Maximum number of managers have been working for 15 to 25 years in rosewood
hotel.
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PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
0 to 5 years 2 10%
5 to 15 years 4 20%
15 to 25 years 8 40%
More than 25 years 6 30%
TOTAL 20 100%
10.00%
20.00%
40.00%
30.00%
0 to 5 years
5 to 15 years
15 to 25 years
More than 25 years
Interpretation: From the above conducted research study from 20 managers of Rosewood
Hotel, it has been sought to analyse that, 40% of the respondents have been working in the
organization for around 15 to 25 years. They have immense knowledge about the working and
operations of the company. They have knowledge related with social media marketing helps in
effectively targeting the large number of audience. This in turn leads to higher operational
performance and productivity. Other 30% participants who has the experience of more than 25
years in this company sought to analyse the fact that, they take strategic decision associated with
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the social media marketing and mainly focuses on carrying out the business operations by
integrating it with the goals and objectives of the company.
Theme 2: Building customer relationship and reaching new customers are the key concept of
social media marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Basis for decision
making
3 15%
Building customer
relationship
7 35%
Reaching new
customers
6 30%
Increase brand exposure 4 20%
TOTAL 20 100%
15.00%
35.00% 30.00%
20.00%
Basis for decision making
Building customer relationship
Reaching new customers
Increase brand exposure
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
among them 65% (35%+30%) sought to analyse that, social media marketing (SMM) is one of
the essential concept which is very crucial for building customer relationship and effectively
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reaching new customers. This helps in retaining old customers and attaining higher customer
share which in turn helps in effectively performing the business operations. It helps in catering
attention of large number of customers from across the globe, which in turn results in higher
profitability for the business. Other 20% people sought to determine that, social media marketing
helps in increasing the brand exposure for the business. SMM is considered to be a niche way
which in turn helps company in making people aware about their brand by exposing the brand
name onto various social media platforms. It helps customers to be aware about the particular
products and services offered by the company. Remaining 15% said that, SMM helps in taking
strategic decision. It helps in validating the brand and helps in making strategic decision in order
to recognize the target audience.
Theme 3: Highly agreed, integration of social media marketing helps in higher operational
performance.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 4 20%
Highly agreed 8 40%
Disagreed 3 15%
Highly disagreed 2 10%
Neutral 3 15%
TOTAL 20 100%
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