Analyzing Social Media Challenges for Marriott Hotel's Marketing

This research project investigates the social media challenges affecting the marketing activities of Marriott Hotel. The project begins with an introduction, background of the company, research aim, objectives, and rationale. It then proceeds with a literature review, exploring the concept of social media and the specific challenges faced by Marriott, such as choosing the right platform, addressing religious and ethical differences, employee engagement, and managing negative feedback. The methodology chapter outlines the research approach, philosophy, methods, data collection, and sample size. The results and discussion section interprets and analyzes the findings. The project concludes with recommendations and a conclusion, along with references and appendices including a timescale and questionnaire. The study aims to identify the challenges and propose ways to improve social media marketing strategies for the hotel.

Research Project

Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1....................................................................................................................................1
1. INTRODUCTION..............................................................................................................1
2. BACKGROUND OF THE COMPANY............................................................................1
3. RESEARCH AIM..............................................................................................................1
4. RESEARCH OBJECTIVES...............................................................................................1
5. RATIONALE OF THE RESEARCH................................................................................2
CHAPTER 2....................................................................................................................................4
LITERATUREREVIEW........................................................................................................4
CHAPTER 3....................................................................................................................................8
METHODOLOGY.................................................................................................................8
1. RESEARCH APPROACH.................................................................................................8
2. RESEARCH PHILOSOPHY.............................................................................................8
3. RESEARCH METHODS...................................................................................................8
4. RESEARCH DATA COLLECTION METHOD...............................................................9
5. RESEARCH SAMPLE SIZE.............................................................................................9
CHAPTER 4..................................................................................................................................11
1. RESULTS AND DISCUSSION.......................................................................................11
Interpret and analyse the results...........................................................................................13
CHAPTER 5..................................................................................................................................22
1. Conclusion........................................................................................................................22
2. Recommendations............................................................................................................22
REFERENCES..............................................................................................................................23
APPENDICES...............................................................................................................................25
1. TIME SCALE...................................................................................................................25
2. QUESTIONNAIRE..........................................................................................................27

TITLE
“To find out the social media challenges issues in relation with hotels industry.” A
study on Marriott Hotel.
CHAPTER 1
1. INTRODUCTION
Research is the in- depth study of issue and with completing it, researcher is able to deal
with it and able to understand ways through which it is easy to deal. This study is based on
analysing issues which arise in implementing social media techniques in marketing department.
With the help of this study, it is easy for researcher to understand research tools and techniques
and ways through which managers can deal with social media issues.
There is complete and specific information which has to planned before commencing
research. With the help of research project outline, it is clear that there is requirement of
complete and specific information with the help of which researcher can analyse what has to be
done and making policies at their own (Bowen and Chen McCain, 2015). With understanding
project outline, it is clear that what actions has to be taken and corrective measures which will
assist in completing it.
2. BACKGROUND OF THE COMPANY
This investigation is based on Marriott Hotel which is operating in different countries
providing hospitality services such as accommodation, conference hall, dinning, cafeteria, etc.
The use of social media is in hotel industry is important because of change in technological
aspects.
3. RESEARCH AIM
The aim of this research is to:
“To find out the social media challenges that affect the marketing activities performed
within hotel industry.” A study on Marriott Hotel.
4. RESEARCH OBJECTIVES
As per this aim, there is discussion about understanding issues of social media which
affects regular working organization of Hotel Marriott. When there is use of social media then
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there are some issues which has to be resolved so it has to be implemented in positive manner
(Dusek, Yurova and Ruppel, 2015). Objectives behind conducting this study are:
 To understand the concept of social media.
 To analyse the challenges faced by Marriott Hotel regarding use of social media while
marketing.
 To determine the importance of social media marketing techniques for Marriott Hotel.
 To recommend some ways through which social media challenges can be reduced.
There are some questions which is framed in project specification section through which
it is easy for reader to understand what is going to happen in this study. Questions provides
proper justifications which has to be analyzed properly. Questions for this investigation is as
under-
 Do you have knowledge about concept of social media?
 What are the challenges faced by Marriott Hotel regarding use of social media while
marketing?
 What is the importance of social media marketing techniques for Marriott Hotel?
 What are some recommendations through which social media challenges can be reduced?
5. RATIONALE OF THE RESEARCH
In order to start a research prime and initial step is to select research topic. When research
topic is selected, then it is important for researcher to have complete and specific information
about it. When there is proper and complete information about topic, then only researcher have
to select it. Researcher have selected challenges associated with social media and its impact on
marketing activities (Dwivedi, Kapoor and Chen, 2015). There will use of complete and specific
information with the help of research in order to make clear understanding about social media
which makes ease in conducting and completing investigation. There are some factors which
have to be considered because of understanding topic such as education, knowledge of work,
career prospects, risk awareness, experience, etc. If researcher have basic understanding about
social media, then it is easy to conduct research about issues which affects marketing
information. It is important that topic must be understandable and approved by tutor.
As in this research, there is selection of topic: challenges which rise in using social media
techniques. So in this case aviation industry have to be studied, globalisation of business, etc.
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with the help of which role of social media will be clear. If in this case,. There is requirement of
proper in- depth study of the topic to get positive outcome.
There is a specified format of conducting study which includes standardised format.
There is requirement of complete and specific information about completing the study, so Gantt
chart is the pictorial description which describes the information about completing study. This is
the way through which changes can be made in accordance to understanding market (Kim, Lim
and Brymer, 2015). With the help of this chart, step by step information about conducting
information can be known. When all the activities and time required to complete it is clear then it
is easy for researcher to get outcome on time. Time required for completing this study is
approximately 11 weeks.
Research specification is the systematic way through which performing of actions in
appropriate and relevant manner. When there is proper compilation of documents, then it is easy
for researcher to conduct study over it. With the help of understanding proper changes and
making understanding about it properly through which operations can be performed in better and
effective manner. Research specification is the way through which operations are performed with
understanding complete pathway and understanding it in appropriate and relevant manner. There
is requirement of complete and appropriate guidance through which team mates are also aware
bout way to conduct study (Kim and Park, 2017). Research aim is about studying challenges
associated with use of social media, hence this makes literature review to study it in- depth with
considering secondary sources of information. There is discussion about tools and techniques
which are used in this study such as design, approach, method, techniques, etc.
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CHAPTER 2
LITERATUREREVIEW
Literature review is the section in which there is detailed discussion about objectives
which are set in proposal (Felix, Rauschnabel and Hinsch, 2017). This is the section which is
performed because this gives information from secondary sources and provides overall
information about challenges. Literature review of this report is as under-
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Concept of social media
As per the view point of Frank Eybsen, 2011, Social media is basically refers to a form of
interactive media with the help of which users can interact with one another with the help of
content, photos, posts, videos and many more. Some of the most commonly used social media
formats are blogs, message boards, forums and YouTube. The social media is basically consider
as a content we create and share with the people. Mainly social media is interchangeable used as
a social networking but both the terms are different in term of their meaning. Within this social
media is basically refers to making connection using a platform by being socialise which can be
performed by sharing pictures, content or video (Gibbs, MacDonald and MacKay, 2015). On the
other side social networking sites Facebook, Twitter, LinkedIn provides a platform which allow
people with common interest or goals for coming together and sharing information.
But as per the view point of.., social media is basically a platform which allows people to
share their views, thoughts and feelings with other anytime and at any place. The social media
developed with a concept to provide a platform to people digitally for interacting with people as
per their comfort or choice despite of working about the physical distance they have among
themselves. The social media platform not only support in improving the communicational
pattern of people rather it also make it possible for business environment to improve its prcatices
by approaching its current as well as potential customers in more effective manner. In addition to
this social media also brings up a benefit to businesses that they can interact with their customers
directly and deliver their core messages to them which reduces the mis understanding or other
related issues among them which may affect the profitability of business (Godey and et. al.,
2016).
Challenges faced by Marriott Hotel regarding use of social media while marketing
There are many challenges which is faced by manager of Hotel Marriott when they are
using social media platform such as Facebook, Instagram, etc. for marketing purpose. It is
important that when organizational environment of Hotel is techno – friendly, then it is important
to get positive impact with it. As per view of Carl Heaton, 2019 When there is requirement of
change in using technology, then it will be clear to consumers then there is increment in revenue
and sales of association. Some of the issues which arise because of using social media platform
are as under-
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 There are possibilities that some individuals are not able to understand which social
media platform is best for attracting consumers. For instance: consumers wants business
class hotel facilities and managers are advertising through Facebook, etc. then it not easy
to communicate about services because business class business does not prefers to use
Facebook. Hence this creates issues in understanding and bridging gap between consumer
demand and proper use of social media platform ( Gulbahar and Yildirim, 2015).
 Managers of Hotel face issue in communicating appropriate information with consumers
because of difference in their religious values and ethics. Hence if managers does not
consider it, then there is dissatisfaction among consumers and they are not able to
understand changes which are taking place.
 There are some employees who does not want to use latest technology because they does
not have knowledge about it. They have fear that if they are not able to understand about
latest technology, then they may fired from job. Hence there is lack of employee's
engagement.
 While using social media platform, there are many sites which gets updated with time to
time, hence in this case there is problem for managers of Hotel Marriott in order to
upgrade it frequently. In case there is negative feedback from consumers, then it affects brand image of Hotel
Marriott and marketing advertisement is not so impressive as compared it (He and et. al.,
2015). It is important for people to understand the changes and take actions with
consideration to it.
Importance of social media marketing techniques for Marriott Hotel
As per the information provided by Sharron Nelson, 2018, social media is quickly
becoming the most important aspect of digital marketing which support them in getting
incredible benefits that contribute toward simplifying their approach to the millions of customers
throughout the world without actually visiting a particular place. With the help of using social
media marketing it become easier for the Marriott hotel to interact and maintain a better
relationship with its customers and approaching others for the purpose of business expansion.
Following are the several benefits that social media marketing technique provides to Marriott
hotel,
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Improved brand awareness:- By performing regular promotions over digital platform it
become easier for the marketing manager of Marriott to approach larger number of audience that
are using particular social media platform to came across with the information that they require
(Hofacker and Belanche, 2016). Over social media sites people always try to share the things
which they personally like, therefore with the help of interactive importation it become easier of
Marriott to circulate information and make people aware about its services.
Engage with customers:- Social media considered to be a best way to keep customers
engage with the organisational practices so that more informed decision can be taken place
which support Marriott hotel in offering the product or services as per customer demand. This is
because by maintain regular interaction with customer it become easier for the Marriott hotel to
determine the expectation of its customer and issues they are facing so that this won't get repeat
and customers can be retain for longer.
Some ways through which social media challenges can be reduced
As there are may issues which affects implementation of social media techniques in
marketing department, so in this case there will use of complete and specific information through
which managers of Hotel Marriott can reduce it and get positive impact of it. There are some
strategies with the help of which marketing manager can get benefits from it. According to
Indrajeet Deshpande, 2019 when managers are in contact with consumers, then it is easy to
analyse and evaluate demand of people. Which provides satisfactory services to the,. In order to
access and know what has to be done, then it can be analysed with the help of understanding
external market. With understanding requirement of consumers, marketing advertisements on
social media has to be framed.
It is important that marketing manager have to be flexible, through which working
environment is positive and employees are ready to use new and innovative approaches (Hudson
and et. al., 2015). There is requirement of understanding policies with the help of which
consumers can get to know about new changes in services. There must be use of clear strategy
with the help of which employees are clear and know the ways through which they can use social
media platform. In case of any issue to employees, then it must be resolved. It is important that
marketing manager of Hotel Marriott have to communicate with workers.
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CHAPTER 3
METHODOLOGY
There is requirement of some resources with the help of which research can be performed
in effective ad relevant manner. It is not possible to conduct study without finance and human
resources. Finance is required because there is requirement of some sources such as internet
connection, magazines, books, communication techniques, etc. with the help of which study will
be completed properly. For collecting information through primary sources, there is requirement
of some candidates with the help of which authentic information can be collected. For collecting
data, managers of Hotel Marriott are selected. So resources used for this study is finance and
human resource (Kumar, 2015).
In order to study proper research specification, there is requirement of study research
onion which consist of tools and techniques with the help of which study will be authentic. Some
of the techniques are as under-
1. RESEARCH APPROACH
There is use of Inductive approach because this provides relevant information with qualitative
methods. As per change in working operations, there will study major aspects initially and then
narrow concepts are studied.
2. RESEARCH PHILOSOPHY
Pragmatist philosophy is used because this contains complete and specific information
with the help of which appropriate and proper method is used. With analysing role of social
media in marketing, it is evaluated that proper information can be availed with understanding
way to complete the investigation.
3. RESEARCH METHODS
Researcher is using Qualitative research method because this is the way through which
information is communicated with the help of graphs and charts. There is proper understanding
about human tendency about research topic and it makes it easy for performing actions to make it
accordingly. It is important to collect information because when data is authentic then it makes
study more specific and relevant.
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4. RESEARCH DATA COLLECTION METHOD
There are two methods of collecting information with the help of which study is
responding towards conducting study (Ladhari and Michaud, 2015). There is requirement of
complete and specific information with the help of which people rely on this study. When there
is complete and specific information with researcher then they can provide conclusion and
recommendations in more specific and appropriate manner. Primary information is collected
through questionnaire in which there are some questions which is related with social media
issues which negatively affects marketing activities. This provides appropriate and relevant
information because there is direct contact with managers of Hotel Marriott. While Secondary
Information is collected with the help of online sources, books and journals, etc. While using
secondary information, there is requirement of selection of sources which are new and properly
dated.
Descriptive design is best because it provides information in detail with the help of which
reader get to know about issues arise while using social media for marketing purpose. When
some information is provided about issue of social media, then with descriptive research, all the
prospects are clear to reader.
5. RESEARCH SAMPLE SIZE
There is requirement of some responses from individuals for the purpose of primary
information, so in this case there will requirement of understanding some responses which is
collected through sampling (Ladkin and Buhalis, 2016). Simple random sampling method is
used in this study because with the help of it, there is better option of collecting information from
respondents. Information is collected through 10 managers who have knowledge about issues
arise in using social media techniques for marketing activities.
Research ethics is the concept which completes study in appropriate and authentic
manner. There is informed consent of respondents and they have knowledge about reasons
behind conducting study. Respondent's identity is kept confidential because they have complete
and specific information about social media challenges and its impact on marketing ativities of
an organisation.
Researcher have to evaluate that the information which is provided is appropriate or not,
so they have to evaluate it properly. There are two ways through which research evaluation is
possible:
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