University of Sunderland: Mobile Tech and Social Media Marketing

This report critically evaluates the role of mobile technology and social media marketing for businesses within the tourism and hospitality industries, focusing on building competitive advantage. The report explores the use of social media platforms like Facebook, Twitter, and LinkedIn for marketing, customer engagement, and brand promotion, highlighting the advantages and challenges of integrating social media into business strategies. The report also examines the impact of mobile technology, including mobile apps and websites, on enhancing customer service, personalizing experiences, and driving business growth. The Fullerton Hotel is used as a case study to demonstrate the practical application of these technologies and strategies. The report discusses various social media marketing strategies, including content marketing, social listening, and the use of social review and image-sharing sites. It emphasizes the importance of mobile-friendly websites and mobile apps for attracting customers and providing real-time information access. The report concludes by highlighting the benefits of social media marketing, such as affordability, brand awareness, and customer engagement, and recommends that businesses in the hospitality industry use these tools to gain a competitive advantage and achieve business success.

Running head: IMPACT OF MOBILE TECHNOLOGY AND SOCIAL MEDIA MARKETING IN TOURISM AND HOSPITALITY INDUSTRY.
IMPACT
OF
MOBILE TECHNOLOGY
AND
SOCIAL MEDIA MARKETING
IN
TOURISM
AND
HOSPITALITY INDUSTRY
Name of the Student
Name of the University
Author note:

1Mobile technology and Social Media
Chapter 2: Literature Review
2.1 Social Media
Social media is a platform by which people can effectively share their information as
well as several other contents. In other words social media is a computing based technology
which is utilized with the purpose to share thoughts and ideas with the people via the
utilization of internet (Leung et al. 2013). Followed by this aspect it can be stated that it is an
effective electronic communication platform which enhances the information transactions
which helps to share video, image, documents and personal contents as well. Social media
will be comprising of various technologies which are computer mediated and is interactive as
well which is capable of facilitating sharing of a lot of information, interests of career, newer
ideas as well as some other kinds of expression through all the various networks as well as
communities which are totally virtual. There are a number of features of social media which
are to be well known. It is a combination of various interactive web-based application of the
specific Web 2.0 (Xiang et al. 2017). A huge amount of contents which have been generated
by the users like all kinds of comments as well as posts, photos, videos and all other data and
information which are hugely developed via a number of interactions upon the internet forms
the main part of the social media. The wide development of various social networks on the
internet is known to be facilitated by that of social media by properly linking the profile of
the user with all those of some other categories of groups as well as individuals. Hence, it can
be well said that social media is basically a collection of a number of online channels of
communication which is totally dedicated towards the inputs, interactions, sharing of content
as well as collaboration based upon a whole community. Some of the most prominent social
media examples will be including the Facebook, Twitter, Google, LinkedIn, and Wikipedia
and so on (Moro and Rita 2018). Social media has been greatly observed to have been
becoming a huge and important part of the life upon the internet because of various social

2Mobile technology and Social Media
media sites and social media apps. In the area of business, social media is greatly utilized for
marketing various products, promoting brands as well as linking to all the various recent
customers as well as for the purpose of fostering a full new business (Minazzi 2015). Even
though it has been known that social media is really very much advantageous for the business
area, it is also to be well remembered that this integration of social media within the world of
business can be greatly posing a number of various challenges (Munar and Jacobsen 2014).
For this there are a number of various policies which have been well designed for setting a
number of expectations for the proper behavior as well as for ensuring that all the posts of the
employees will not be going to expose the entire organization towards a number of problems
which will be legal or rather any kind of public harassment (Law, Buhalis and Cobanoglu
2014). Several websites as well as applications which have been greatly dedicated towards a
number of forums as well as wikis are all among the various kinds of social media.
2.2 Mobile technology
It has been known that any user of smartphone usually spends about 85% of the entire
time a whole day upon various kinds of apps. It is being clearly observed that the technology
of mobile which is greatly powered by the internet and the specific apps is really a huge
changer of game in the development of the Fullerton Hotel with the specific regard for the
better service to the customers as well as proper engagement (Mo Kwon, Bae and Blum
2013). Some of the particular features of the apps of mobile for the Fullerton Hotel will be
involving a proper website which will be entirely mobile friendly, sharing of information
which will be updated, better predictions of trends dependent on the behaviour of the
customers, maintenance of relationships which will be long termed and leveraging the
specific feature of the program of loyalty (Law, Chan and Wang 2018). The Fullerton Hotel
can be considered as the service industry and the introduction of technology within this
particular hospitality industry is observed to be greatly creating a number of various full new

3Mobile technology and Social Media
parameters for the Fullerton Hotel by the creation of number of personalized and perfect
experiences for all the customers. Hence, in this particular era, the Fullerton Hotel has been
observed to be taking a separate kind of approach for driving huge growth. It can be well
recommended that for being at the top position of the line the Fullerton Hotel has been taking
full on support of various apps of mobile and hence possessing a very strong app of mobile
for the Fullerton Hotel is compulsory (Anne Coussement and Teague 2013. All the various
apps as well as websites of the mobile are totally ideal for the encouragement of various
potential customers for booking rooms and also for checking the availability. They are also
utilised for browsing all the various services of the hotel, reading all the reviews and also for
viewing all the various pictures of the hotel. Hence, the utilisation of various websites on
mobile properly ensures that people will be definitely enjoying a great experience of
browsing from all of the smart devices of the customers and there is not at all any kind of
need for waiting until and unless they will be getting hold of the computer (Bilgihan and
Nejad 2015). Fullerton Hotel must be utilising CMSs for particular ensuring that the
customers are able to ensure the information access which will be based upon the real time.
They will be properly able to control various kinds of information that will be presented
towards all the various users and must be able to insert, delete as well as change the data very
much easily within few seconds. The specific way with the help of which various guests will
be actually behaving once they will be present inside the mobile app related to the specific
Fullerton Hotel and their respective interactions or rather communications of the app will be
even helping a lot in gaining a number of various insights which will be greatly valuable into
all the various preferences of the customers. Fullerton Hotel uses various pages of social
media in a strategic way for offering a number of discounts for all of their respective
followers during the period of time which is mostly dull (Aichner and Jacob 2015). In such a

4Mobile technology and Social Media
way, Fullerton Hotel is able to attract a number of various guests during all the off-season
time periods.
2.3 Different types of social media
There are a number of sites of social media with which people are greatly familiar
involving Facebook, Twitter as well as LinkedIn. Such platforms help a lot in directly
reaching all the target audiences via several advertisements (Munar and Jacobsen 2014). Such
platforms will be able to well cultivate a number of communities which will be huge as well
as diverse. It may also happen that various advertisers can be renting a specific kind of
permission for particularly interacting with several people which will be entirely based upon
the particular metrics of targeting. As such platform are hugely rich of enough data, Fullerton
Hotel can be able to reach a number of appropriate people without blowing out the total
budget of advertising (Criado, Sandoval-Almazan and Gil-Garcia 2013). The sites will even
be helping a lot in properly engaging with various followers or rather various partners of
business through a number of groups as well as hashtags and also for building a number of
links. Hence, it can be well said that various platforms of the social networking are usually a
huge area for particularly digging up the research of the customer and also for utilising the
tools of social listening for particularly tracking a number of various conversations around a
number of terms. This can be very much helpful for understanding the audience in a better
way. The sites of social review will also be very much helpful for the Fullerton Hotel as there
are a number of benefits. It will be helping a lot in the proper understanding of the
perspectives of the guests as reviews will be helping a lot for telling about the experience of
the guests from their respective view point. This will be even very much helpful for the
identification of all the various areas which needs a lot of improvement (Law et al. 2015).
Actually, reviews are a kind of opportunity for properly engaging with all the various
reviewers and also for solving all the different kinds of challenges before they will be

5Mobile technology and Social Media
actually becoming a great deal. On the other hand, all the various sites of image sharing can
be very much encouraging for the content generated by user and also for creating a lot of
inspiration as well. Several sites of hosting video will be helping the Fullerton Hotel a lot in
sharing all the contents which are phenomenal and also for the proper engagement with all
the various customers. The particular section of the comment in YouTube will be providing
with a number of various opportunities for getting in well know about the people who will be
actually watching the content. The sites of the community blog can be greatly providing a
huge audience by allowing a huge room for self-expressing as well as for customizing
(Whiting and Williams 2013). By utilising them there will be the development of voice as
well as the syndicating of content. There are even some sites for discussion as well which
will be helping a lot for researching as well as answering a lot of questions. By utilising a
little bit of the proper research, Fullerton Hotel can be able to search as well as engage a
number of guests and properly discover what they are actually asking for and this can be well
utilised as a point of starting for the strategy of marketing. There are even some sites like
Quora that will be able to answer various questions of several people and properly answering
all of them will be definitely helping a lot in driving in a lot of traffic for the website of
Fullerton Hotel (Oliveira and Welch 2013). Hence, it has been well observed that social
media is bringing in a number of various flavours and the Fullerton Hotel can be utilising any
of these flavours for helping the business to grow rapidly by attracting a number of
customers.
2.4. Social Media Marketing
Fullerton Hotel can be greatly utilising the social media for the main purpose being
the proper engagement with various customers as well as clients for proper recognizing all
the requirements (Enjolras, Steen-Johnsen and Wollebaek 2013). With the help of all of the
sites of networking, Fullerton Hotel can be greatly interacting with various customers before

6Mobile technology and Social Media
and even after the experience of the vacation. Social media is considered to be relatively very
much new as well as greatly beneficial for Fullerton Hotel because of the affordability and it
is basically viral and also possess with the capability of spreading the awareness of brand
very much quickly. It is even said that for the development of baits of connection, gaining
attention and also for huge amount of traffic social media can be very much beneficial for the
hotel. There are a number of advantages of the participation of the members and development
of proper relationships in between the participation of the community and the commitment to
the brand in the online communities of Fullerton Hotel. It has been observed that there are
about five factors which are beneficial as being the specific predators of the participation of
members in the Fullerton Hotel fan pages in Facebook. There is even a specific model named
SEM which can be well utilised for the purpose of testing the model which is conceptual.
Depending upon the particular result of the SEM, it has been well indicated in the results that
there are only four beneficial factors which can be influencing the participation of the
community of the members in a positive manner involving functional, hedonic, and
psychological and the social ones.
Social media has been noticed to be currently adopted by a very small of group of
various integrated plans of marketing by the Fullerton Hotel. Hence, by properly mixing up
the advertisements, relations of the public and the proper promotion of sales there is a great
production of the focused message of the customers. With the specific evolution of various
platforms like Facebook, Twitter and YouTube, Fullerton Hotel have been offered with the
huge opportunity for an exceptional kind of specific access to all the various guests. As social
media is totally made available for each and every one with a particular connection of
internet, it must be a particular platform that can be greatly recommended to Fullerton Hotel
for directly increasing the awareness of the brand and also for particularly facilitating a
specific feedback from all of their different guests (Tuten and Solomon 2017). It has been

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already found that developing awareness by advertisements can be possessing a good effect
upon the equity of the brand on the social media. Fullerton Hotel which greatly understands
the benefit of utilising social media is very much aware of the fact that social media definitely
very much important for the development of the business in the recent place of market which
is highly competitive as well as internet driven.
A huge number of marketers will be definitely agreeing the fact that proper operation
of any community on the internet which is successful is now greatly relevant for various
activities of marketing which will be highly successful for a number of organizations like
Fullerton Hotel (Sajid 2016). Yet, there are a number of studies about several communities
upon the internet which have been very rarely being conducted in the specific industry of
hospitality. For this particular reason, there is a huge importance of properly identifying all
the various factors that can be greatly attracting a number of guests to all the communities on
the internet for Fullerton Hotel and also for properly investigating the specific kinds of
relationships in between the participation of the guests as well as the brand commitments
(Constantinides 2014). From the perspective which will be theoretical, there must be an
improved understanding of the motives of various guests for various social exchanges on the
internet and of their specific process which will be cognitive for developing a proper
commitment to a specific brand (Ashley and Tuten 2015). From the perspective which will be
practical, various marketers on the internet can be greatly establishing a number of various
strategies of marketing which will be greatly sustainable for properly keeping all the various
communities on the internet very much active (Felix, Rauschnabel and Hinsch 2017). There
is also a need for the identification of various advantages which the members of community
will be actually looking for in the participation and also for retaining various members who
will be actually willing for being involves in the relationship with that of the Fullerton Hotel
that will be fully long termed.

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2.5. Hospitality Industry and Tourism Industry
The specific hospitality industry is basically a wide category of various field within
the particular industry of service that mostly involves food, lodging, planning of events,
transportation, travelling as well as various other field within the industry of tourism. The
industry of hospitality is basically an industry which is known to be depending upon the
particular availability of both the income as well as the time for leisure. Any unit of
hospitality like the hotel or the restaurant is known to be well comprising of various groups
like the maintenance of the facility and all the various directions which will be direct. It has
been known that there is a huge impact of the sites of social networking upon the industry of
this hospitality and the tourism (Dahnil et al. 2014). The site of social networking is basically
a kind of social media which is known to be well offering a specific kind of platform for
connecting with each other. The social networking is so much versatile that it can be greatly
utilized for the purpose of both business as well as pleasure. In the particular industry of
tourism as well as hospitality, the sites of social networking have been the important tools
which have been observed to be playing a role which is very much essential as well as
advantageous. It has been observed that the content on the sites of social networking can be
hugely affecting the specific marketing.
In the case of Fullerton Hotel, it has been observed that social media will be helping a
lot for the connection of various customers, creating the awareness of brand, building image
and also for a huge promotion. The information regarding Fullerton Hotel which will be
greatly shared on the sites of social networking will be helping a lot for the various guests or
customers in the better understanding of various services as well as products of the hotel. On
the particular contrary, various customers are to be greatly expected to be possessing a high
chance of getting totally convinced. The Fullerton Hotel must be aware that the sites of social
networking is greatly essential for gaining popularity for the creation of the awareness of

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brand. The hotel must be staying online for not missing out any kinds of posts. Fullerton
Hotel must be taking a huge opportunity of social networking for attracting a number of
various guests with the help of various photos as well as videos of different sceneries which
will be greatly breath-taking. All the various visitors of the Fullerton Hotel will be able to
properly look after all the reviews of the customers when the loyal customers will be
uploading several photos of the hotel and will also be posting a number of comments
regarding the hotel (Eid and El-Gohary 2015). There are a number of various customers of
Fullerton Hotel who practically see the sites of social networking as the greatest trusted
information source because of the information offered by various people which they already
knows and are specially going to greatly towards trusting all the various people which will be
among all of their various friends as well as relatives. All the various reviews which have
been provided in the site of Fullerton Hotel will be helping a lot in providing a lot of
information to any individual so that they can be able to properly picture their actual
destination. Some other kind of tool which has been greatly offered by the sites of social
networking is the particular tool for communication. The huge development of ICT has
greatly improved the communication with all the various customers. It has been observed that
various smart phones which are hugely utilised by the visitors are having a much easier
access towards the specific social internet and hence this social media will be helping
Fullerton Hotel a lot for attracting a number of people. Fullerton Hotel is very much aware
about the fact that the sites of social networking are very much essential for gaining huge
popularity mainly for creating awareness of brand. Fullerton Hotel must be taking part in the
sites of social networking and must be staying active on the internet so that no posts are
found to be missed for any reason. Hence, Fullerton Hotel must be investing much more in
the social media in both the terms of money as well as time and because this investment is not
at all a huge investment. All of these time investments as well as money on the sites of social

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networking are considered to be greatly inexpensive but will definitely be offering an
efficient utilization as a specific tool for marketing (Riley 2014). It is also to be well
remembered that the sites of social networking are hugely convenient because they are
known to be allowing great ease of access towards all the various replies of the different
visitors. It has been observed that the utilisation of various sites of networking through the
apps of mobile can also be greatly improving the specific strategy of social networking
because of the faster access as per comparison will be done to all the various websites of
mobile and it can be greatly accessed in an offline way which will be very much convenient.
It has also been observed that there is also an essential tool named search engine as it has
been observed that it is an important tool as too much of various kinds of information are
greatly available over the internet.
Fullerton Hotel must be well participating in all the sites of social networking which
will be helping a lot for properly building a particular image and also for hugely promoting
Fullerton Hotel as the popularity of the hotel will be arising (Jayawardena et al. 2013).
Particularly convincing all the various consumers such that their specific money has been
greatly spent upon all the deals of the hotel will be definitely helping a lot for creating the
awareness of brand. It has also been observed that the sites of social networking are hugely
becoming an essential way of sharing a lot of information for the promotion of various kinds
of services of the Fullerton Hotel. Social media can also be very much helpful for announcing
all sorts of latest promotions related to the Fullerton Hotel. It can also be suggested that it will
be better to properly promote all the various special offers upon the Facebook as it has been
observed that the app is possessing a huge number of users. Such an event can be definitely
helping a lot for the promotion of the Fullerton Hotel and also for retaining all the various
customers.

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There is also a great advantage to Fullerton Hotel which will be offered by social
media that is setting a proper target to the consumers. Fullerton Hotel can be able to obtain a
lot of information regarding all the various requirements as well as behaviours of various
visitors or customers. As it has been observed that some people hugely prefer experiencing
good services rather than searching for good services, Fullerton Hotel must be greatly
encouraging all of its loyal visitors or customers for sharing a number of various experiences
as well as testimonials on various services with a number of various rewards. Customers will
be greatly appreciated by that of the Fullerton Hotel for obtaining the specific opportunity
towards sharing their great experience which will be hugely satisfying. Moreover, it has been
observed that it is an usual habit of all the various users on the internet which have been
adapted by them that is to properly directly share their individual happiness upon the internet.
This particular strategy will definitely be greatly advantageous for Fullerton Hotel for
retaining various loyal customers and also for attracting various new customers as well. This
strategy will even be very much helpful for creating a great awareness of brand.
2.6 Mobile Technology Marketing
Followed by the above mentioned discussion it has been also noticed that in the
marketing procedure of the Fullerton hotel there is a huge significant of mobile technology as
it offers several features to the organization which enhances the entire growth of nominated
hotel (Kotler et al. 2017). Considering this aspect an investigation has been conducted into
the marketing services of the Fullerton hotel with the purpose to determine its areas where the
maximum focus it needed as well as how the application of mobile technology will mitigate
those areas and will improve the marketing services of the Fullerton Hotel.
Considering this aspect it has been noticed that mobile marketing is nothing but a
technology which offers several services to the audience of the social media users or the
smart phone users, which includes the digital marketing and other services related to the