Impact of Social Media on Hospitality Industry Business Practices

This report investigates the impact of social media on the business practices within the hospitality industry, focusing on Dakota Bar and Grill. The study examines the theoretical background, reviews existing literature, and outlines the research methodology employed, including the use of questionnaires. The research aims to determine the positive and negative impacts of social media on hospitality businesses, identifying how social media influences customer engagement, brand recognition, and operational strategies. The report also explores ways to mitigate the negative effects of social media, such as cost considerations. The findings are based on primary data collected through questionnaires from 30 respondents and secondary sources like books and journals, providing a comprehensive analysis of social media's role in shaping modern hospitality practices. The research also highlights the importance of adapting to evolving technologies and market trends to achieve business goals.

Impact of social media
on the business
practices of hospitality
industry

Table of Contents
TITLE: An investigation on social effect on business practices of hospitality industry .....................3
INTRODUCTION................................................................................................................................3
Theoretical background and research focus.........................................................................................3
Review and publications of themes.................................................................................................3
Justification and Contextualisation.......................................................................................................5
Why is your research important?.....................................................................................................5
Why is it important to find what you are trying to find?.................................................................5
How will it build on the existing body of evidence?.......................................................................5
Is it timely? Does it respond to an existing need? What makes it so?.............................................6
Research methodology ........................................................................................................................6
CONCLUSION..................................................................................................................................12
Books and Journal:.........................................................................................................................13
APPENDICES 1.................................................................................................................................14
APPENDICES 2- Glossary ...............................................................................................................17

TITLE: An investigation on social effect on business practices of hospitality industry
INTRODUCTION
Technology and market both are changing with period of time. Social media has been
always an important in growth and development. With increase of competition, every firm is
adopting social media as strategy in business. Main aim of this research is to examine the impact of
social media on hospitality industry. Hospitality industry has been evolving with periodically.
Social media refers to approach through which credential is transferred from one person to another.
(Sigala, 2017).This proposal is based upon Dakota Bar and Grill, which is hotel chain
headquartered in UK. Hotel operates at wider scale and has many rooms & several hotels branches
across the UK. The hotel provides ample number of services such as free Wi-Fi, travel lodge,
personal guest service etc. For this proposal, reliable information is gathered to meet up with
researcher questions. Customers of hotel are increasing widely with larger numbers. This also
enhances their use of social media tools such as Facebook, Instagram, e-commerce websites and
many more. With large portfolio of their services, they are able to access new opportunities in most
efficient manner (Sotiriadis, 2017). The impact of social media on Business practices used in
industry are changeable because of different region, culture, taste based upon variables like
demographic, geographic, psycho-graphic and many more. So, manager of hotel uses these
practices under social media tools so that goals are achieved properly.
Theoretical background and research focus
Review and publications of themes
According to viewpoint of Timespro, 2018, social media is process through which
information is shared via using tools and networks. It is used by many enterprises to with aim of
promoting their business, products or services. This section comes under literature review in which
researcher assist in collecting credentials though use of sources mainly from primary sources.
Sources which are included in this are questionnaire, survey etc. have been used. Main purpose of
literature review is to analyse gap in previous discusses investigation. In this present report, main
focus is on how hospitality industry can use social media and technology as a marketing strategy to
use business practices in most efficient manner. With this literature review, it is examined that
information related to this project has been accessed in most effective way with use of primary
sources.
Research aim
To determine positive and negative impact of social media on the business practices on

hospitality industry. A study at Dakota Bar and Grill
Research objectives
 To understand the concept of social media.
According to viewpoint of author, the concept of social media is wider and broader which
requires deep level of understanding of technology. The business sector of hospitality industry has
changes which increases importance of technology at depth. To use this concept deep level of
knowledge is required so that tools are used in efficient way. It enhances the working efficiency &
performance level of enterprises as they accessed many new opportunities. It depends upon firm to
choose use in what, why and how many ways.
 To determine positive impact of social media on business practices on Dakota Bar & Grill.
According to Marsh, 2020, effect of social media on practices of hotel changes
organisational structure of doing business. This creates a large impact on decision making process
of company. Also, tools like Facebook, You tube are used by enterprise to carry out business
practices. There are many other positive effect like it increases brand recognition at deep level. In
other words, it act as way of promoting product or services through word of mouth or many other
methods (O'leary, 2017).
 To evaluate negative/positive impact of social media on business practices on Dakota Bar
and Grill?
According to Thomas 2019, effect of social media on Dakota Bar and Grill is deep
which also changes their way of doing business in market. It has positive impact such as it
increases customer access of hotel, negative impact like it is cost effective to use for
business practices. This also states that both type of these impacts are necessary to be
examined so that decision making is done in most effective way. Business practices are
crucial for development as well as growth at higher level (Gander, 2019).
 To determine ways through which negative impact of social media on business practices on
hospitality industry can be overcome?
In viewpoint of author Thomas, 2010, he states that there is wider use of social media all
over business sector. It has negative effect on practices used by hospitality industry and which is
necessary to overcome. This is done by carry out effective decision making process, use of
alternative approaches. Such as it is cost effective to use so, chosen hotel can use a specific tool
which is cost reliable for them.
Research questions
 What is the concept of social media?
 What are the positive impact of social media on business practices on Dakota Bar and Grill?

 What are the negative positive impact of social media on business practices on Dakota Bar
and Grill?
 What are the ways through which negative impact of social media on business practices on
hospitality industry can be overcome?
Therefore, from stated matter it is seen that research focus is being clearly understood &
observed. Also, literature review is explained briefly which specifies methods, objectives which
ave been used during this undertaken report.
Justification and Contextualisation
Why is your research important?
This research is important at both academic and personal level. Rationale is that it assist
students to understand the use of technology as well as social media at both personal & professional
level. With help of this research proposal, it is easy for them to improve and enhance their skills,
capabilities, knowledge at depth. Moreover, this research proposal assist in improving critical
thinking of a individual. Furthermore, the undertaken report is essential for understanding the
important of social media in business. Through accessing this research, student will be able to
develop more confidence which leads to higher growth/ development in personal as well as
professional context.
Why is it important to find what you are trying to find?
It is crucial for researcher to find about how use of social media will affects business
practices. Then, analysing is also needed to be done on how technology is helping hospitality
industry to access opportunities in market. Also, identification is required to be carried out upon
types of social media used by hotel for increasing their business productivity at higher level. By
accessing these points, it is easy to put a research based analysis on given topic. Thus, it is
important for researcher to find about these stated points so that objectives are achieved in proper
manner without facing any issues or problems (Conn, 2020).
How will it build on the existing body of evidence?
There are several types of primary sources such as articles, questionnaire, etc. are being
used by researcher which is viewed as existing body of evidence. With help of these primary
sources it is easy to collect credentials but time consuming process. It is most beneficial method
which is used by researcher as because in this fresh and new information is collected in effective
manner. As more evidence, questionnaire and data analysis is done in further stages of this report.

Is it timely? Does it respond to an existing need? What makes it so?
From analysis of this report, it has been concluded that overall project is completed on time
because of proper planning from the initiating of proposal & effective communication in between
the team members which assist in completion of report on time and given deadline. Furthermore, it
is seen that all requirements and objectives are met as well as achieved by researcher which which
enhance further knowledge related to concept. Also, to undertake all stated objectives detailed
analysis is being done which leads to collection of appropriate data which sis reliable.
From above paragraph, contextualisation and justification has been made clear as well as
specific which increases the reliability of proposal & information used in research. Everything is
done in systematic manner, which also reduces the chances of occurrence of less errors during
procedures.
Research methodology
Research methodology is refer to what researcher putting efforts to show the best results to
attain aim and objectives (Gil, 2019). Basis of research methodology is to collecting information
from primary and secondary resources to put a whole research will be concluded in appropriate
manner. It can express by contextualize format of study, and finding of better improvements results
that can helps further future. Search out of best new experiences knowledge data that can help in
changes in exist pattern for advancement.
Research paradigm: Its is merely explain that paradigm is an effective way to collaboration
of data in two methods that are quite efficient and help researcher to get better results from this
methods. In present study positivism approach is better option to selecting factual fact for research.
Research approach: A Strategy to increase plan of social research in form qualitative and
quantitative research that can help to collect data. These approaches can helps investigator elaborate
information from generalised to specific format. Its based on research problem that addresses the
occurred errors as well as problems.
Research Method: In this we have qualitative and quantitative elements that included in this.
Qualitative approach is type of research which are understanding from concepts in human
behaviour, depth knowledge, about topic of researcher (Kumar, 2019). In this data collected from
personal observation, interviews and from practical experiments. Whereas quantitative research is
counting discovering facts about social phenomena and fixed measurable reality. In qualitative
researcher used numerical comparisons, statistical inferences for collect data.
Sample Size: Sample size is defining as tool for measure number of participants or

observations include in a research. Importance of sample size can draw conclusions of study &
conclude a precision of research estimates. In this research project its chosen by researcher for
uses primary data methods apply for collect information. Total no of respondents are 30 which are
customers and audience of chosen hotel. It is main factor that will assisting take positive attitude for
research.
Data Collection Method: In data collection method, where researcher gather information
from all relevant resources related to their project by different data collection methods. In case of
primary data collection where a investigator and researcher collects information from interviewing
by questionnaire, observation for fresh data (Iurino, 2020). In case of secondary method, there are
different sources of Journal, books, articles, primary data, using by researcher. In this, both primary
data collection method have been used for achieving better results.
Questionnaire- It is a set of documents which includes different questions of a particular
study. It is mostly used to get the fresh data of relevant field from group of people of respondents.
It is time consuming process but is effectively used in this research.
QUESTIONNAIRE
Q1. Do you agree that social media is crucial for hospitality industry?
Yes
No
Q2. Are you aware about business practices of Dakota Bar & Grill hotel ?
Yes
No
Q3. How many tools are used by Dakota Bar & Grill hotel in business?
2
4
3
Q4. In what ways social media have impact on practices of hospitality industry ?
Positive
Negative
Neutral
Q5. What practices are used by Dakota Bar & Grill hotel?
Feedbacks
Total satisfaction of customers
Welcome and farewell
All of them

Q6. Do you agree that use of technology in hotel chains will increase business productivity ?
Agree
Disagree
Q7. Is it true to say that technical knowledge is required to use social media tools ?
Yes
No
Q8. Does use of technology affects cost structure of hotel?
Higher level
Moderate
Lower level
Data analysis
Theme 1:
Q1) Do you agree that social media is crucial for hospitality industry? Frequency
Yes 25
No 5
Interpretation-
From above stated graph it is seen that from 30 respondents 25 are in favour of that social
media is crucial for business sector. Whereas rest 5 are against the question. Without use of it, it is
not possible to access maximum customers.
Theme2: Awareness related to business practices of hotel
25
5

Q2) Are you aware about business practices of Dakota Bar & Grill
hotel ?
Frequency
Yes 20
No 10
Interpretation-
The shown graph depicts that out of 30, 20 respondents are aware about practices of hotel.
Whereas rest 10 are unaware about practices used by undertaken hotel.
Theme 3: number of Tools used by chosen hotel
Q3) Q3. How many tools are used by Dakota Bar & Grill hotel in
business?
Frequency
2 15
4 10
3 5
20
10

Interpretation-
This depicts that number of tools used by selected hotel and from shown graph it shows that
15 respondents are in favour of 2 tools, 10 are in favour of 4 tools and rest 5 are in favour of 3 tools
used by hotel.
Theme 4: effect of social media on industry
Q4) In what ways social media have impact on practices of hospitality
industry ?
Frequency
Positive 10
Negative 10
Neutral 10
Interpretation-
The above theme is about effect of social media at various level. From 30 respondents, 10

are says positive, 10 says negative effect and 10 are in favour of neutral level. Thus it has been seen
that effect of social media is broader.
Theme 5: practices used by hotel
Q5) What practices are used by Dakota Bar & Grill hotel?
Feedbacks
Frequency
Total satisfaction of customers 5
Welcome and farewell 5
All of them 25
Interpretation-
This theme depicts practices adopted by hotel in which 5 respondents are in favour of total
satisfaction of customers, 5 in for welcome/ farewell, whereas 25 are in favour of all the above
option.
Theme 6:
Q6) Do you agree that use of technology in hotel chain will increase
business productivity ?
Frequency
Agree 25
Disagree 5
Total satisfaction of customers
Welcome and farewell
All of them

Interpretation-
This theme shows that use of technology is beneficial for increasing productivity or not.
Thus, it has been specified that 25 respondents agree about question whereas rest 5 disagree.
Theme 7: Importance of technical knowledge in social media tools
Q7) Is it true to say that technical knowledge is required to use social
media tools ?
Frequency
Yes 20
No 10
Agree
Disagree
Yes
No