Mobile Technology and Social Media Marketing for Grand Hyatt Hotel

This report examines the significance of mobile technology and social media marketing (SMM) in the context of the Grand Hyatt Hotel Singapore, aiming to identify strategies for building a competitive advantage. It begins with an introduction and research background, followed by a literature review that covers mobile technology, including 4G and 5G, and SMM concepts, methods, and benefits. The research methodology includes questionnaires and a case study to evaluate the impact of these technologies. The report explores the use of mobile technology in the hospitality industry, highlighting its advantages and disadvantages, as well as the importance of SMM for brand awareness and customer engagement. The report concludes with discussion, recommendations, and references, providing a comprehensive analysis of the current and future trends in mobile technology and SMM within the hospitality sector, specifically for the Grand Hyatt Hotel Singapore, and offers insights into how these tools can be leveraged to enhance customer experience and gain a competitive edge.

Running head: EVALUATE THE MOBILE TECHNOLOGY AND SOCIAL MEDIA
MARKETING
To analyze the importance of Social Media Marketing and Mobile Technology In context of
Grand Hyatt Hotel Singapore to build competitive advantage

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Table of Contents
Introduction......................................................................................................................................3
Background of research...............................................................................................................3
Objectives of the research............................................................................................................3
Literature Review............................................................................................................................4
Mobile Technology......................................................................................................................4
Meaning and Concepts regarding Mobile Technology............................................................4
The advantages/disadvantages of Mobile Technology............................................................4
Web2.0/Mobile 2.0...................................................................................................................5
LTE Technology (4G)..............................................................................................................5
5G Technology.........................................................................................................................6
The Future of Mobile Technology...........................................................................................6
The use of Mobile Technology in Hospitality Industry...........................................................6
SM (Social Media).......................................................................................................................7
Meaning and concepts of Social Media...................................................................................7
Methods of SM.........................................................................................................................8
Benefits/Advantages of using Social Media............................................................................8
Social Media Marketing...........................................................................................................9
The future of Social Media Marketing.....................................................................................9
Research Methodology..................................................................................................................10
Questionnaire related to Research..............................................................................................10
Case Study.....................................................................................................................................14
Discussion and Recommendation..................................................................................................22
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

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Introduction
Background of research
Tourism destination is a natural place which has selected as tourism place due to its unique
condition and properties from other destinations. Tourists create a picture regarding destination
as well as make a set of expectation as per their past experience, press reports, word of mouth,
common beliefs, and advertising before visiting on that destination. They create a mental
perception about the destination through their rational and emotional beliefs. Moreover, the
attraction of destination shows the visitor’s feelings and views regarding destination’s
competencies to meet the desires and provides individual advantages (Bowie, et. al., 2016). In
the recent business scenario, the tourist has a large choice of destination but they have less time
to make buying justification. Further, a destination must be positively distinguished from its key
market participants (Ukpabi, and Karjaluoto, 2017). The information and communication
development technology are rapidly changed which has an impact on relationship amid visitors
and destinations. The emergent role of SM within industry of tourism is undeniable as SM has
proven to be an effective approach (Chung, and Koo, 2015). The main purpose of research is to
evaluate the role of Mobile Technology and SMM for Grand Hyatt Hotel Singapore to build
competitive advantage.
Objectives of the research
 To explore the meaning and definition of Mobile Technology and Social Media Marketing
 To identify the role of mobile technology to build competitive advantage: In context of for
Grand Hyatt Hotel, Singapore
 To evaluate the role of social media marketing to build competitive advantage: In context of
for Grand Hyatt Hotel, Singapore

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Literature Review
Mobile Technology
Meaning and Concepts regarding Mobile Technology
Mobile technology is a device that offers both transportable and immediate access to data. This
technology involves MP3 players, personal digital assistants, E-book reader, Smartphone, Ultra-
mobile PC and laptop-tablet PC. Moreover, personal digital assistants and smartphones are
considered as mobile devices that are an effective mediator to make real-time communication. In
addition, the hallmark of mobile technology shows the resilience, simplicity, portability, and
unique competencies as compared to other technology (Demirçiftçi, and Kızılırmak, 2016).
Mobile devices are also considered as omnipresent which is exercised by users for different
purposes.
The advantages/disadvantages of Mobile Technology
According to the Elliot et al. (2016), mobile computing can enhance the services that a company
offers to their customers. For example, Grand Hyatt Hotel uses mobile technology in Singapore
to get the competitive advantages. The company uses this technology when meeting with their
customers as it can access the system of customer relationship management through the internet.
It also allows the company to update or assess the information of customer even as employees
left the office. In addition, the company can allow the customer for paying in exchange of
products and services without going to till such as Grand Hyatt Hotel offers wireless payment
system, in which customer can pay for their meal without departure from their table (Tham, et.
al., 2013).
In opposed to this, Furr and Dyer (2014) stated that there are high expenses are used to set up the
equipment and provides training for using mobile devices. Mobile IT devices can demonstrate

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the confidential information to unauthorized people in the case when adequate safety measures
are not provided to make sure that the systems and data which is accessed by users are kept safe.
Hence, the company should more focus on cybersecurity and protect their wireless devices.
Web2.0/Mobile 2.0
Gulbahar and Yildirim (2015) opined that mobile 2.0 is considered as next generation regarding
mobile internet services that can influence the social web and defines what can be called to Web
2.0. Mobile 2.0 is the service that incorporates the social web with core mobility aspects such as
localized, personal, ever present and always-on. These facilities are a demonstration of the
wireless devices like multimedia features phones and Smartphone that are efficient to deliver the
rich and interactive services. It is also effective to facilitate access and full choice of mobile
consumer touch points such as texting, sending, capturing, viewing, listening and talking
(Wakefield, et. al., 2016).
LTE Technology (4G)
As per the view of Hays et al. (2013), in the telecommunication sector, LTE stands for long-term
evolution which is standard of the data terminal and mobile devices regarding high-speed
wireless communication. It relies on different technologies named UMTS/HSPA as well as
GSM/EDGE technologies. These systems gains capacity and speed through certain ratio
interface as well using core network to make an improvement.
In support to this, Hudson and Hudson (2017) exemplified that the standard is created through
3rd Generation Partnership Project. It is defined in Release 8 document series as well as minor
improvement explained in Release 9. LTE is the advanced way for the shipper who uses both
networks named GSM/UMTS networks and CDMA2000. Besides this, several LTE frequencies
and bands have used in different nations which indicates that only multi- broadband phones are

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efficient for exercising LTE in different nations in which it can supports. Along with this, LTE is
generally marketed as 4G LTE; however, it does not attain the technical measures of 4G wireless
services which are defined in the series of 3GPP Release 8 and 9 documents (Stienmetz, et. al.,
2013).
5G Technology
In the view of Hudson et al. (2015), 5G technologies are the 5th generation of mobile network
that proposed the advanced standards of next telecommunication beyond the existing 4G/IMT.
The main aim of 5G planning is to provide higher capacity as compared to existing 4G and also
offering the higher density with respect to ultra reliable, device-to-device, broadband users, and
massive machine communication. Moreover, 5G technology is considered as next and modern
mobile wireless advanced standard which is relied on IEEE 802.
The Future of Mobile Technology
According to the Jauhari (2014), near field communication is a technology that can be highly
used in the future. This technology is used for paying the amount from mobile. This technology
would be more beneficial for people because they can easily swipe their phone through the
machine and pay cash with digital media. Moreover, mobile operator will have the power to
deliver micropayment option to customers. In the hospitality industry, mobile technology will be
highly used by customers because they will have no need to go in the hotel as they can assess the
all information via using the app on their mobile (Standing, et. al., 2014). As a result, mobile
technology will become omnipresent in upcoming years.
The use of Mobile Technology in Hospitality Industry
As per view of Kavoura and Stavrianea (2014), mobile technology focuses on offering
streamlining services, added value to customers, and improving the experience of customers.

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Further, the mobile app is a great opportunity for Grand Hyatt Hotel Singapore because it
ensures alleviation of the business process. The mobile app can be effective for the hotel to get
competitive advantages in Singapore hospitality industry because it delivers the added value to
customers. Moreover, the mobile app can be provided by Grand Hyatt Hotel, Singapore where
self-service option will be offered for their hotel guest with respect to different services. These
services are Dinner reservations, laundry and dry cleaning, room service orders, Check-ins and
check-outs, online payment, and appointments for spa treatments or massages (Solnet, et. al.,
2016).
In favored to this, Kim et al. (2015) stated that the capability of providing loyalty programs in
the mobile app is beneficial for hotels because it brings about up-selling and replicates the
business through their customers. Consequently, it can be stated that customers become the
indirect brand ambassadors in the current business scenario. For instance, Grand Hyatt Hotel,
Singapore owner adopts to use the push notification and send a context-based message to their
visitors as per their behavior, location, profiles, and purchase history and so on (Wang, et. al.,
2016).
SM (Social Media)
Meaning and concepts of Social Media
Kim et al. (2013) stated that social media is set of online communication media which is engaged
in content sharing, interaction, collaboration and community-based resource. Further,
applications and websites are committed for using certain kinds of SM named social networking,
social curation, microblogging, forums, social bookmarking and wikis.

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Methods of SM
As per the view of Kiráľová & Pavlíčeka (2015), different types of social media can be used by a
company named Twitter, Facebook, and LinkedIn. These networks are used by customers to
connect with the people through online. These networks provide the competitive advantages in
different manners like lead generation, brand awareness, market research, relationship building
and customer service. The social network is also known as relationship networks which aid the
people and company to make a link with customers and to share the ideas and information
through online (Wang, et al., 2015).
In support to this, Kourouthanassis et al. (2015) stated that media sharing network is another tool
of social media which includes sources named YouTube, Snapchat, and Instagram. This network
is used to find and share the live video, photos, videos and other media online. This social media
is also beneficial for the organization because these sites are valuable to create brand awareness,
audience engagement, lead generation, and social marketing goal. Further, this network gives
added value to customers by attracting them through videos. Together with, it enables the
customers to find their desired brands through online social media such as live video, photos, and
video (Salvioni, 2016).
Benefits/Advantages of using Social Media
Law et al. (2014) stated that social media is effective to meet the competitive advantage of the
company in travel and tourism industry. Because it compelling and appropriate content which
will pull the attention of targeted customers and also gain brand transparency. Furthermore,
Grand Hyatt Hotel, Singapore can respond instantly to gain competitive advantages in the
hospitality industry because social media can create a positive image in the customer’s mind. It
can be cheaper as compared to traditional promotional and advertising activities.

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In favor to this, Minazzi (2015) opined that social content can indirectly enhance the links to the
website content by enhancing search traffic, universal search outcome, and online selling mode.
The company can also provide effective customer services and responds towards customer’s
feedbacks. Moreover, customers can assess the products and services through new channels such
as generating more leads. Social media also increases loyalty and advocacy among customers by
viewing them that company is always connected with customers (Xiang, et al., 2015).
Social Media Marketing
In view of Miranda et al. (2015), SMM is the practice of SM platform and websites which
promoted the products and services. Moreover, e-marketing and digital marketing both are
popular and exercised by the researcher and practitioners. Large numbers of social media
platforms are used as the data analysis tools as it enables companies to track the success,
progress, and engagement of advertisement campaigns. Along with this, Grand Hyatt Hotel,
Singapore can identify a wide number of stakeholders through social media marketing such as
existing and targeted employees, bloggers, existing and targeted customers, journalists and
general public (Xu, et. al., 2016).
The future of Social Media Marketing
In view of Neuhofer et al. (2014), SM platform is used to recognize the demand with respect to
personalization and customizability in their user bases. In the future, social media platforms may
move on towards the next stage which provides the power to users for generating their own
system regarding content provision. It will also enable the company to understand the intuition
like what an individual user wants from the company. In the last, it can be assumed that social
media starting to bleed into more other fields related to digital communication. For instance,
Facebook is starting to incorporate the characteristics such as digital assistants, Instant Articles,

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and search through the app to keep protect the users from leaving and exercising the another app
through their mobile devices (Patterson, et. al., 2017).
Research Methodology
For this research, both qualitative and quantitative research design is used by researchers.
Because, qualitative researcher helps the people to make theories and quantitative theories are
used to analysis of primary data. Along with this, both primary and secondary data is used by
researchers to collect the data about research issue. In this way, primary data is collected by
using the survey through questionnaire while secondary data is used by using different sources
such as journal article, textbook, and academic publication and online and offline sites.
Moreover, a researcher is used probability sampling technique for selecting the respondents from
population. Under this sampling technique, the simple random sampling method is used by
researchers where participants are selected on a random basis as it declines the possibilities of
biases from research (Neuhofer, et al., 2015). In this way, 50 users are selected as sample size
that uses social media and mobile technology for travel and tourism.
Questionnaire related to Research
Factors regarding Demographic level:
1. Please clarify your age-group:
A) Under 25
B) 25 to 40
C) 40 to 55
D) More than 55
2. Please tick your gender:
A) Feminine

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B) Masculine
3. Please specify which technology does u mostly used for travel and tourism?
A) Mobile technology
B) Social media
4. Please provide your experience of using mobile technology and social media in digital media
industry:
A) 1- 4 years
B) 5- 9 years
C) 10 - 19 years
D) More than 20
Question-related to objectives:
5. Do you agree that Mobile technology is a device that offers both transportable and immediate
access to data?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
6. Do you agree that mobile technology allows the customer to pay for products and services
without going on the location?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
7. What do you think about disadvantages for using mobile technology?
A) High expenses
B) Cyber Threat
C) Share confidential data to unauthorized people

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8. Can involvement of mobile 2.0 in Smartphone and multimedia phones allow you to access
your full choice of mobile such as texting, sending, capturing, viewing, listening and talking
facilities?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
9. What do u belief about positive aspects of using LTE Technology (4G)?
A) Provide high-speed wireless service
C) Provide core network
D) Improve satisfaction level of customer
10. Is 5G provides higher capacity and modern mobile wireless services as compared to existing
4G/IMT?
A) Yes
B) No
11. What is the role of using mobile technology for travel and tourism purpose?
A) Provide information of hotel through mobile application
B) Compare the price and accommodation of hotel by using mobile app
C) Provide facility to advance booking of hotel from different locations
12. In your opinion, Is Grand Hyatt Hotel, Singapore provided different services through mobile
technology?
A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
13. Do mobile services of Grand Hyatt Hotel, Singapore encouraging you to go further in this
hotel?
A) Yes
B) No