A Study on the Impact of Social Media on Marriott Hotels' Business

This research project investigates the impact of social media on the business operations of Marriott Hotels. The study examines how Marriott uses social media for communication, identifies the influence of social media on its operations, and analyzes the use of primary and secondary data collection methods, including surveys and literature review. The findings reveal insights into employee perspectives, the impact of social media on the organization, innovation, marketing challenges, and barriers such as a lack of vision. The report includes frequency distribution tables and interpretations of the data, offering recommendations for improvement. This comprehensive analysis provides valuable insights into how social media affects a major player in the hospitality industry.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview................................................................................................................................1
Research Aim and Objective..................................................................................................1
Rational...................................................................................................................................2
METHODOLOGY..........................................................................................................................2
1. Data collection method.......................................................................................................2
Sampling techniques...............................................................................................................3
Data analyses..........................................................................................................................3
Ethical consideration..............................................................................................................3
RESULTS AND FINDING ............................................................................................................4
Frequency distribution tables.................................................................................................4
DISCUSSION..................................................................................................................................6
Interpretation..........................................................................................................................6
RECOMMENDATION...................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................11
SAMPLE : 1...................................................................................................................................12
SAMPLE : 2...................................................................................................................................13

INTRODUCTION
Overview
Technology has with the phenomena cyberspace and change of mobile network transfer
the way in which our society and ownership. Application is no longer the domain of developers
and users, but is becoming a central democratic element, which allows for the continuing
presence of society. Social media communication is play a most important role and collection of
online communication channels dedicated to community based input, interaction, content sharing
etc. This will support firm to improve level of performance level in different market. It will help
to improve current market and better management for promotional process that will support the
growth rate. Moreover, it will help to change demand of customer and development of a good
quality product (Agnihotri and et.al., 2016). Marriott Group of Hotels is being considered as the
entity of context. It is a well-known brand that works in hospitality industry. The social media
communication channels will lay a very deep influence on functionalities of cited trade firm and
help the enterprise to gain a good market position. One of the benefit of social media marketing
is stay connected with friends, family and no matter distance. Furthermore, social networking
helps people to practice and improve their social skills. Just like talking on the cell phone,
socialization on the internet provide people chances to think about their conversation and have
more time to think how to response. In this research report is focus on new and innovative ideas
will help to improve product quality and services.
Research Aim and Objective
Aim
To assess the impact of social media on business operations of hospitality industry; A
study on Marriott Group of Hotels
Objectives
 To comprehend the way social media used for communication by Marriott Hotel
 To identify ways Marriott Hotel uses social media for communication.
 To identify the influence of social media on business operation of Marriott Hotel
Research Questions
 How social media is used by Marriott Hotel in communication?
 What are the Marriott Hotel uses social media for communication.?
 What is the influence of social media on business operation of Marriott Hotel
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Rational
In present study, Social media is help people to participate and improve skills to be used
in hospitality sector. Also, the impact of social media in business operation and values is also
major concern behind the research project. Such kind of measures has been taken into account by
researcher because many businesses are investing on up gradation of technology in process but
the results of such investment has not been measured previously (Dahnil And et.al., 2014). It is
motivated experts to select the topic and ensure about the understanding of social media
communication. Alone with this, another rational of the present study is to bridge the gap
identified in previous studies. Moreover, hospitality sector which is improved current market
network for improve new customer in market place. It is important to understand and explore the
impact of such development of hospitality business.
METHODOLOGY
1. Data collection method
In order to appropriate research is one of the most important part in research work to
collect new data form different source. There are basically two kinds of method is to be used for
collect new data. In addition, primary data are those methods which is collect for the first time.
On the other hand, secondary method are those which is collect with the help of journals, books
and articles. In this context, quantitative investigating consider case study and in-depth interview
with the worker (Fan and Gordon 2014). In addition, open, organized and semi-structured
examination will be more appropriate as this has an interrogation guide with set of questions
already been prepared to get answered. In secondary research depends on the previously
published academic literatures, theories and also the location of pertinent literature. In order to
make sure, the collected literature are verifiable and reliable, the researchers should able to
critically evaluate those literatures by comparing with other different attested sources.
Sampling techniques
Techniques selected form sampling is also essential to refer by top management. It is help
to achieve goals and objectives in research work. There are different kinds of techniques must be
used to improve overall development in market share. The present research study is to be focused
towards probabilistic approach to be used in work place (Grayson and Hodges 2017). The
sample size of the respondents will be 30 people including the customers as well as the
employee's of Marriott Group. In this context, research work is to be focus on solve any kind of
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problem relate to any issue. It will be allow them to have complete message about social media
communication, which is beneficial for organisation future public presentation.
Data analyses
In order to appropriate research is one of the most important part in research work to
collect new data form different source. There are basically two kinds of method is to be used for
collect new data. In addition, primary data are those methods which is collect for the first time.
On the other hand, secondary method are those which is collect with the help of journals, books
and articles. In this context, qualitative research includes case study and in-depth interview with
the employees. In addition, open, organized and semi-structured interrogation will be more
appropriate as this has an interrogation guide with set of questions not yet been embattled to get
answered. In alternate problem solving depends on the antecedently promulgated academic
writing, theories and also the physical object of pertinent lit. In command to kind sure, the
gathered literature are objective and reliable, the seeker should able to uncritically evaluate those
literary study by comparison with other different authenticated beginning.
Ethical consideration
This is one of the most important part of research work is help to improve overall
research work. This research work is to conduct with the help of proper guidance of supervisor.
On the other hand, research work is based on quality work is done. The said tool will serve as the
footing in the readying of the investigating study to find the effectual choice confidence in e-
learning: state of affairs and plan of action. Eventually, the consequence from interrogation and
examination form are kept private. Some changes are made for improve overall development as
per the work (Paniagua and Sapena 2014). All the legal rules and regulation must be in this
research report. There are different number of ethical consideration to be follow in work place.
On the other hand, confidentially is most important part of ethics and improve research work. In
addition, information of research is not be shared with other parties. This is a basic rule of ethical
consideration of overall research report. Ethics means overall research work is to be done in
write and effective manner, without the use of other information.
RESULTS AND FINDING
Frequency distribution tables
Theme : 1 Employees working in Marriott Group
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How long employees are working in Marriott Group
Less than 1 10
1 to 5 8
5 to 10 9
More than 10 3
Total 30
Theme : 2 Impact on social media on Marriott Group
Do you concern that social media has influenced the working
organization
Strongly agree 10
Agree 8
Disagree 9
Strongly disagree 3
Total 30
4
1 to 5 5 to 10 More than 10 Total
0
5
10
15
20
25
30
35
10

Theme : 3 Social media contributes innovation within organisation
Do you think social media contributes innovation within organisation
Yes 21
No 9
Total 30
Theme : 4 Social media marketing problem is main problem faced by Marriott Group
What are the issues faced by organization in social media ?
Social media marketing problem 18
Legal social media problem 12
Total 30
5
Agree
Disagree
Strongly disagree
Total
0
5
10
15
20
25
30
35
10
No
Total

Theme : 5 Lack of vision is barriers faced by Marriott Group
What are the potential barriers faced by Marriott Group
Lack of vision 12
Lack of money 8
Increase time factor 10
Total 30
DISCUSSION
Interpretation
Theme : 1 Employees working in Marriott Group
Interpretation : From the above chart out of 30 respondents, 10 are working less than 1
year in Marriott Group. In addition, 8 respondents are agreed with they are working between 1 to
5 years. On the other hand, 9 are working 5 to 10 years in organisation. At the end, only 3
respondents are agreed with they are working in more than 10 years. All they are to be focus on
benefit and improve profitability in organisation. All such employees are known about every
single facts about organisation and improve overall market share of organisation.
Theme : 2 Impact on social media on Marriott Group
Interpretation : From the above graph is out of 30 respondents, 10 respondents will be agree
with number of social media is impact on overall development of organisation. They are known
about, what is negative impinging on social media in work place. This is help to improve future
conditions must be changes in market. In addition, 8 respondents will be agree with this
statement in organisation. They are give direct impact and reduce level of customer in market
place. On the other hand, 9 respondents are not agreed with such kind of statements on social
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Legal social media
problem
Total

media. 3 respondents are strongly disagreed with statement on work place. Some changes are
made for overall profit and commercialisation. Some time social media is play most important
role to improve overall market share and profitability must be increase in future condition.
Theme : 3 Social media contributes innovation within organisation
Interpretation : From the above data out of 30 respondents, 21 respondents is agreed
with social media is provided innovation at organisation. This is to be give direct impact on
profit and growth rate of organisation. Social media is one of the most important part to increase
overall development as per market share. All such respondents are say innovation are developed
new market and new customer's. So, it can be change profitability and productivity ratio in work
place. On the other hand, 9 respondents are not agreed with such kind of statement. In research
report is focus on improve marketing and performance stability must be change for long time
period.
Theme : 4 Social media marketing problem is main problem faced by Marriott Group
Interpretation : From the above chart out of 30 respondents, 18 are agreed with social
media marketing problem is faced by organisation. They are directly link with profit and
customer level. This is to be give positive impact on organisation. Social media advertising is
one of the most important and most using technology nowadays. With the help of social media
marketing all age group people is attract with it. Marriott Group are faced such kind of
challenges and issue like social media. This is the biggest loss form overall organisation and
overall development. On the other hand, 12 respondents are face some legal issue at the time of
advertisement and negative impact on it. In this context, some time negative impact as well as
positive impinging on marketplace share. To be overcome such challenges is faced by
organisation and improve fruitfulness and profitableness must be accrued in work place.
Theme : 5 Lack of vision is barriers faced by Marriott Group
Interpretation : From the above report out of 30 respondents, 12 respondents are agreed
with lack of vision on created by social media in work place. They are provided complete
information in work place to increase and decrease of profit and other activities. On the other
hand, 8 respondents are focus on lack of money is give negative impact top use in social media
and promotion activities. Sometimes money factor is decrease the level of profitability and
market share of customer. Day by day, reduce number of customer in market place. In the same
way, 10 respondents focus is say that, social media is take long time factor in relation to
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organisation. It will take some extra time to give negative impact on overall profitability and
sales level of organisation. To be remove such kind of barrier is give the positive impact on it
and overall development in market share of organisation.
RECOMMENDATION
In accordance with the research carried out, there are certain recommendations that should be
followed. These will be helpful enough for the business to grow in positive manner. In this
context, below given are some recommendations:
Innovation: It is important for the business to that understand the changes that take place
in relation with the preferences of customers. For this purpose, interaction is essential with
customers as it enables to identify the areas in which improvement are required to be made. In
accordance with the findings, steps should be taken place so that services and products delivered
by the firm can be improved.
Training to employees: Employees are the one who have direct interaction with
customers and so they have proper understanding about the problems that are faced by them. In
situations when workers do not perform in effective manner, then it causes issue for the business
to grow in appropriate manner. In this context, proper monitoring for performance of workers
should be done and accordingly training should be provided so that they carry out their roles with
their full efficiency.
Online application for determining preferences of customers: Company should provide
customers with the opportunity to share their views for the products and services so that firm is
able to implement changes accordingly. Apart from this, social media also provides a platform in
which strong communication can be carried out and so all the workers hired should be skilled
enough to understand needs and requirement of customers in appropriate manner. In situations
when the workers hired are not skilled enough, then it can cause the business as they fail to reach
out their goals in appropriate manner. Further, contribution from the side of employees should be
high so that the goals and objectives set by cited firm can be attained.
CONCLUSION
It is to be concluded that research project is based on the social media marketing. In this
research report is focus on social media communication channels will lay a very deep influence
on functionalities of cited trade firm and help the enterprise to gain a good market position. As
per the above research report is focus on quantitative investigating consider case study and in-
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depth interview with the worker. In addition, open, organized and semi-structured examination
will be more appropriate as this has an interrogation guide with set of questions already been
prepared to get answered. Form the above report is focus on basic rule of ethical consideration of
overall research report. Ethics means overall research work is to be done in write and effective
manner, without the use of other information. There are some rules is to be set in research report,
social media is one of the most important factor to remove such kind of factor which is give
negative impact on it.
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REFERENCES
Books and journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53. pp.172-180.
Dahnil, M.I. And et.al., 2014. Factors influencing SMEs adoption of social media
marketing. Procedia-social and behavioral sciences. 148. pp.119-126.
Fan, W. and Gordon, M.D., 2014. The power of social media analytics. Communications of the
ACM. 57(6). pp.74-81.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make corporate
social responsibility work for your business. Routledge.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management. 35(1). pp.33-
44.
Paniagua, J. and Sapena, J., 2014. Business performance and social media: Love or
hate?. Business horizons. 57(6). pp.719-728.
Trainor, K.J. And et,al., 2014. Social media technology usage and customer relationship
performance: A capabilities-based examination of social CRM. Journal of Business
Research. 67(6). pp.1201-1208.
Uldam, J., 2016. Corporate management of visibility and the fantasy of the post-political: Social
media and surveillance. New Media & Society. 18(2). pp.201-219.
Wang, W.Y., Pauleen, D.J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management. 54. pp.4-14.
Zeng, B. and Gerritsen, R., 2014. What do we know about social media in tourism? A
review. Tourism Management Perspectives. 10. pp.27-36.
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