Evaluating Social Media Marketing at Rosewood Hotel (London)

This research project evaluates the integration of social media marketing in the hotel industry, focusing on the Rosewood Hotel in London. The study aims to understand the concept of social media marketing, analyze its application at Rosewood Hotel, identify the challenges faced, and recommend appropriate solutions. The research employs a qualitative approach with an inductive research philosophy, using a thematic perception test technique to analyze data collected from 20 managers of Rosewood Hotel. The findings reveal that building customer relationships and reaching new customers are key objectives of social media marketing, with integration leading to higher operational performance. Challenges include changing technology, while Facebook is identified as the most effective platform. The research concludes with recommendations for developing a website, social media pages, and content marketing strategies to enhance customer engagement and drive sustainable growth.

UNIT NO: 4 RESEARCH
PROJECT

Overview
• 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 aim and objectives
Aim: 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.

RESEARCH METHODOLOGY
Particulars Research methods selected
Research type Qualitative
Research approach Inductive
Research philosophy Interpretivism
Data collection Primary and secondary both
Sampling 20 managers of Rosewood has been selected
referring random probabilistic sampling method
Data analysis Thematic perception test technique will be used
for analysing gathered data set
Reliability and validity

Theme 1: Maximum number of managers have been working for 15 to 25
years in rosewood hotel.
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

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

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%
20.00%
40.00%
15.00%
10.00%
15.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral

Theme 4: Changing technology, is a major challenge faced in adopting social
media marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Changing technology 10 50%
Lack of training 4 20%
Dipping organic reach 6 30%
TOTAL 20 100%
50.00%
20.00%
30.00%
Changing technology
Lack of training
Dipping organic reach

Theme 5: Yes, social media marketing helps in promoting desired culture and
reaching new customers.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 13 65%
No 2 10%
Maybe 5 25%
TOTAL 20 100%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7 65.00%
10.00%
25.00%
% OF RESPONDENTS

Theme 6: Highly agreed, social media marketing is considered to be one of the
most cost effective and versatile strategy to reach target audience.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 3 15%
Highly agreed 10 50%
Disagreed 2 10%
Highly disagreed 1 5%
Neutral 4 20%
TOTAL 20 100%
15.00%
50.00%
10.00%
5.00%
20.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral

Theme 7: Yes, social media marketing helps in immense ease and flexibility.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 14 70%
No 2 10%
Maybe 4 20%
TOTAL 20 100%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
70.00%
10.00%
20.00%
% OF RESPONDENTS

Theme 8: Facebook, is considered the most effective social media marketing
platforms.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Facebook 6 30%
Instagram 5 25%
Twitter 2 10%
LinkedIn 4 20%
YouTube 2 10%
Pinterest 1 5%
TOTAL 20 100%
30.00%
25.00% 10.00%
20.00%
10.00%
5.00%
Facebook
Instagram
Twitter
LinkedIn
YouTube
Pinterest