Developing Social Media Strategy for Hospitality: A Case Study

This case study report critically evaluates the developments of social media and mobile technology on hospitality businesses, using a small to medium tourism enterprise (SMTE) as a case study to analyze the business’s social media portfolio and develop a new detailed social media strategy for the chosen business. The report includes a literature review of social media in the tourism and hospitality sector, the impact of the internet on small hospitality companies, and the role of new technologies. It evaluates the current social media strategy of “Riding House Café restaurant”, a London-based café, by examining its presence on platforms like Facebook, Twitter, and Instagram. The report then discusses findings and suggests a new social media strategy to enhance service processes and increase revenue for the selected company. It concludes by emphasizing the importance of social media and mobile technologies in the hospitality sector and provides recommendations for improvement.

E-Tourism

CONTENTS
INTRODUCTION..........................................................................................................1
LITERATURE REVIEW................................................................................................2
Social media in tourism and hospitality sector..........................................................2
Internet and small hospitality companies..................................................................3
New technologies and tourism and hospitality industry............................................3
CASE STUDY EVALUATION (FINDINGS)..................................................................5
Case study.................................................................................................................5
Methodology in case study........................................................................................5
Evaluation (Findings).................................................................................................6
DISCUSSION.............................................................................................................10
NEW SOCIAL MEDIA STRATEGY............................................................................11
CONCLUSION............................................................................................................12
REFERENCES...........................................................................................................14

TABLE OF FIGURES
Figure 1: Riding House Café's website........................................................................6
Figure 2: Facebook page of Riding House Café..........................................................7
Figure 3: Riding House café's profile on Twitter...........................................................8
Figure 4: Riding House Café's profile on Instagram.....................................................9

INTRODUCTION
Service industry has played a significant role in the evolution of the many
industrialized nation from the past several years. There has been transformation in
the environment of services due to innovative technologies as well as business
model in nations. In the contemporary business environment, service industry is
majorly relied on social media along with internet sources for approaching valuable
clients. Realizing this fact and familiarizing with these modifications in the
communication and marketing process is quite practical for the hospitality sector
(Buhalis, 2017). When considering different companies related to the hospitality
sector, it can be attributed that they are completely transformed because of the
innovative technologies and business models such as self-check-in, keyless locks,
key cards, electronic payments, mobile bookings and check-in-kiosks and so forth.
Consequently, it is quite evident that social media along with mobile technologies
have evolved as an extension of business corporations and when it is applied it can
be an outstanding tactic of engaging with the clients and enhancing market
intelligence.
Because of the development of e-tourism there has been evolution in the
digitalization of the hospitality and tourism sector. Electronic tourism has supported
in carrying out effective communication with the prospective clients. Thus, it can be
said that social media and mobile technologies has played an important part in the
life of small as well as medium hospitality businesses (Bowen, Lockwood and
Phillips, 2018). The advent of internet has totally transformed the principle plus the
infrastructure of the hospitality and tourism sector. Pertaining to this, the main aim of
the current case study report is to evaluate the major role being played by social
media and mobile technologies in hospitality and tourism sector. For this purpose, a
small and medium enterprise related to the hospitality business is being selected that
is “Riding House Café restaurant” which is one of the famous café and restaurant of
London, UK. The firm has presence on social media platforms such as Facebook
and networking sites for reaching out their probable clients. Further, the report will
throw light on literatures related to social media strategy being utilized by the
company currently and will evaluate the same and present findings significantly. The
final section of the report will suggests a new social media strategy for enhancing the
service processes as well as incomes of the selected company.
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LITERATURE REVIEW
Social media in tourism and hospitality sector
From the past few years, due to tremendous increase in the amount of
internet users, the utilization of the social media platforms has also augmented a lot.
Moreover, this usage has typically augmented from both the individuals as well as
business corporations. There are different companies which are actively making use
of social media as an important means of transportation towards the desired
customers. Companies belonging to the service sector which directly interacts with
the clients are majorly altering their marketing strategies through selecting this
contemporary age interactive media over the old-fashioned practices of marketing as
well as public relation. As per Seth (2018), the manners in which the individuals
communicate with the each other has been completely changed. Nevertheless,
social networking subsists right from the inception of the humanity. This notion has
been established just like other innovations and with the enhancement of technology,
it is becoming more sophisticated with the passage of time. The author elaborates
further that social media is nothing but a type of electronic communication by which
the operators can generate at the same time can share necessary data online by
seeking help from videos, images, and texts and audio. Since, social media has a
wider reach, it has been evolved as one of the most effective tool of marketing for
communicating with the desired consumers and for building image of the brand
through steady correspondence.
In regards with this perspective, as per Van der Bank (2015), social media
has acquired the position of a low cost marketing tactic which helps in augmenting
two way interaction amid the final consumers and companies. Taking into account
varied small and medium enterprises it can be attributed that mobile technologies
and social media has an extensive role to play in the progress of these firms.
According to Mgijima and Flowerday (2018), mobile technologies and internet
possess the prospective to support the small and medium enterprises for boosting
service quality, reducing costs, developing production level and achieving
competitive edge with higher profitability. There are several small hospitality firms in
UK which are making use of social media and many other internet technologies for
approaching there base of customers. For example, Malten Hall Country House
Hotel has emphasized on the significance of websites and its relative design.
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However, the analysis of this is another issue being faced by these firms because
websites helps in making first impression. Furthermore, different valuable offers,
coupons, new products, special offers and variety of freebies can be provided on
websites (Buhalis and Egger, 2018). Additionally, the compatibility of the website for
different operators as well as sizes of the screen also helps in identifying the time
period of visit of the customers on the website.
Internet and small hospitality companies
Different practices in the tourism and hospitality sector such as marketing,
sales and communication are being impacted by the advent of internet. Taking the
example of Triphal Indian Cuisine, this restaurant has emphasized on the evolution
of online based businesses seeking support from the internet. Subsequently, the
company focussed on the utilization of technologies related to internet and has
contributed to the institution of Electronic Point of Sale (EPOS) and Payment
Management System (PMS). Other than this, because of the internet there has been
decrease in cost related to operation, transaction pace and convenience for the
clients (Moutinho, 2015). Moreover, the tourism and hospitality sector boomed due to
the expansion of global distribution system (GDS) and computer reservation system
(CRS). In addition to this, involving multinational players like the airlines and hotel
chains has also enabled this sector’s development. Thus, it can be said that internet
communication and technology has expedited operations, functions, site
development, customer services along with observing of the industry.
New technologies and tourism and hospitality industry
Tourism and hospitality industry is also reaping the advantages of the
development because of the blessings of enormous expansion of technology. As
focused by Mihalic and Buhalic (2018), in this sector there are different commonly
utilized technologies such as automated phone services, centralized reservation
system, time as well as attendance software, global distribution system and so forth.
Furthermore, owing to the recent development of all the above defined technologies,
the hospitality and tourism sector has also been availing different advantages. Some
of the benefits being reaped out by this sector are effective quality, saving of
valuable time, controlling of activities enhancement of customer service and
experience, improved health and security of the employees and higher level of
customer satisfaction (Manzoor, 2017). Besides this, the invention of the novel
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technologies has rendered a supportive hand in making the things quite easier and
simple for the organizations involved in the tourism and hospitality sector through
reduction in the cost related to marketing. Through this manner, the small and
medium enterprise have been in a position to focus more on improving the quality of
services being offered by them to the customers. As a result, there has been
influence on the overall sales and revenues of the business, thereby impact can be
seen in the whole tourism and hospitality sector.
In the recent years, one of the most utilized means of communication are
social media websites. Social media such as Bing, Facebook, Twitter, Instagram,
LinkedIn, Skype and Yelp are considered as the identifiable factors for the growth
and success of the tourism as well as hospitality sector (Donnelly and Kuss, 2016).
They are rendering a supportive hand to this sector in several manners and some of
the important among them are being elaborated underneath:
 Advertisement through friends – It is being referred as one of the most
important and popular means of advertising any product or services. For
example, if the services of a specified restaurant or a hotel satisfies the gusts
then it will be carried forward by the customer through word of mouth. There
are numerous firms which have are present on social networking sites and
this will help in decreasing the costs related to advertising. According to
Mihalic and Buhalic (2018), if the advertisement or promotion of the goods
and services and the brand can be done with the help of friends then why
firms need to make expense on advertisement. In the tourism and hospitality
industry, word of mouth plays a very significant role. In case, the hotel and
restaurant are in a position to promote the value of a brand over the social
networking sites then this will help them in gaining mass attention of the
clients in shorter period of time.
 Promotions – Seeking support from the social media channels, varied
companies promote their different services and products through them.
Considering the example of Pie Crust restaurant of London, they emphasize
on the issues of social media for their promotions. Advertisement of special
deals, discounts and promotions does not involve any cost to the firm.
Furthermore, seeking help from these promotional activities, customer loyalty
can be created. Thus, it can be said social media are being regarded as one
of the most inexpensive way of promoting the strategies of the business for
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attracting more and more customers (Valacich and Schneider, 2014). The
businesses involves in the hospitality and tourism sector can also get instant
review from the potential clients and modify the offerings as per the reviews
from the probable clients.
 Customer service – For offering personalized and upgraded services to the
clients, the companies in this sector are making use of social media channels.
Through rewarding the clients for connecting their social media channels,
hotels and other businesses are reaping advantages of free advertising. For
example, Allora Restaurant in London paid attention on offering foods on
lower prices with high customer service. With the help of mobile technologies
and social media sites, firms can offer services to the customers 24 hours and
can respond to their queries effectively.
 Customer reviews – Speaking in relation with the one of the most important
contribution of the social media than it is customer review. People generally
wants to visit to the hotels and restaurants who are having higher positive
reviews and grads of the customers being visited. They are regarded as the
crucial tool for understanding, explaining, apologizing and addressing
problems (Dijkmans, Kerkhof and Beukeboom, 2020). In London, one medium
sized restaurant that is La Trompette may a times emphasize their guests to
give their reviews on social media sites on the services and products being
offered by them. Therefore, it can be said that social media helps the
customers to understand the industry and supports the industry as well as in
comprehending their valuable customers.
CASE STUDY EVALUATION (FINDINGS)
Case study
Talking in relation with the Riding House Café, it is one of the famous cafes of
London which is a small based restaurant that provides foods for near about fifty people at a
time. The company is being involves into this hospitality business from the past ten years.
Although the café is a small restaurant in the hub of business, they are quite active on
different social media platforms such as Twitter and Facebook.
Methodology in case study
For the purpose of evaluating the degree of usage of social media strategy by the
restaurant, qualitative data analysis method will be utilized by the investigator. This is being
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considered as an important methodology for the current research project as it pays attention
on facts and not on figures. The main reason behind selecting this technique for evaluating
the utilization of social media strategy by the selected case hotel is that it is quite easy to
gather information in this method, numeric information is not adequately available and
because of the limitation of time (Mowat, 2014). In addition to this, qualitative data analysis
method is the most effective in carrying out research which are exploratory in nature. In the
present case, exploratory study is being carried out. Furthermore, for the purpose of
evaluating the developments of social media and mobile technologies, the case of Riding
House Café will be related and deliberated in the subsequent section.
Evaluation (Findings)
It has been explored that the Riding House Café have their own personalized
websites which content several things. The firm’s websites offer complete information and
details in regards with the type of food being provided by them through including menus. The
menus are further grouped into varied heads such as Breakfast, lunch and dinner, Sunday
brunch, cocktails, mocktails, wines and Saturday brunch. In addition to this, the personalized
website of the company also helps in paving the road for getting reservations and the
manners to be reserved (Miletsky, 2019). Yet again, the website of the restaurant is very
easy to use in the sense that each and every one who have little knowledge in relation with
the information technology can access it and receive their anticipated data from the website.
Further, one of the most significant section of the website of the restaurant is that it
encompasses detailed in terms of services which are provided to their esteemed clients for
carrying out their daily routine functions.
Figure 1: Riding House Café's website
(Riding house café, 2021).
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Since, the official website of the Riding House Café makes use of English language
for the purpose of interaction, English being the language which is commonly used,
maximum number of clients can get their required data effortlessly from their website.
Moreover, because of the share options being embedded in the website, any individual can
share the attractive section of the website to the renowned social networking platforms such
as Twitter, Instagram and Facebook. Besides, users can also email the contents of the
website to others. Similarly, the reservation options of the websites also supports the visitors
to make reservation of their preferred table over the website. At this juncture, the website
offers the opportunity to book table via online means for maximum of six dinners and if in
case, visitor does not find their preferred table then in that case they can also contact to the
authorities directly over phone to get the correct table booked (Aluri, 2017). Therefore, it
can be attributed that all the options being provided by the website of the restaurant
supports them to communicate with both existing and probable clients of future. Moving
further in this section, the Riding House Café is also dynamic and vigorous towards social
media particularly Facebook, Twitter and Instagram. Throwing light in relation with the
Facebook, the restaurant has a rating of 4.5 by the customers who have visited the café.
Other than this, the company also has around 5.5k likes in Facebook.
Figure 2: Facebook page of Riding House Café
(Facebook, 2021).
In addition to this, the number of visitors who posted this on the Facebook is almost
52k. These rising number of followers and likes for the restaurant signifies that they are quite
involved in Facebook. The people who are visiting this give their reviews about the food,
ambience, quality of services and behaviour of staff of the restaurant and therefore, it will
make sure about the participation of the people towards a particular hospitality business.
consequently, it is quite evident that Riding House Café make use of Facebook as one of the
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beneficial means for developing social contacts with the current as future clients.
Furthermore, if the official page of Facebook of the restaurant is viewed by several people
on daily basis than it can be attributed that they daily post something which attracts and the
at the same time gives information to the valuable clients in regards with the kinds of food
being offered by them plus the facilities and services being rendered by the restaurant to the
guests. Other than this, the café also makes use of their Facebook platform for building
loyalty of the customers and making a social branding of their company. Most of the time,
the restaurant post images of their food items which supports the clients to make
comparison of the food items being offered by the Riding House Café and the other
restaurant of the same kind operating in the same sector or industry (McLuhan, 2014). It is
also important to note that each and every one can receive immediate reply from the
administrations on their queries through posting the questions on the Facebook page. This
can further hep the restaurant to remain linked or associated with the guests most of the
time and supports in building association for enduring period of time.
Articulating further, the restaurant is also highly active on other popular social
networking platform that is Twitter. The restaurant has an enriched page on Twitter which
has some followers as well. Since, the opening of account and page on Twitter, the Riding
House café is tweeting on this social networking site. In the current times, the restaurant has
around 534 tweets and has uploaded around 252 photos and videos with the following of
542. They further have almost six thousand followers over the Twitter. An image of the page
of the restaurant on Twitter is being attached below:
Figure 3: Riding House café's profile on Twitter
(Twitter, 2021).
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Through utilizing Twitter, the restaurant can without any difficulty give information to
their current as well as probable clients in relation with their offerings for enhancing the
customer’s value. Yet again, they also get the chance to stay attached with the clients
through retweeting to the queries being made by them in relation with the services being
provided by them (Lund, Cohen and Scarles, 2018).
Instagram is also a famous site for the purpose of uploading video as well as photos.
The Restaurant in the current case also quite active on this social networking platform.
Further, in Instagram the company periodically posts and has around twelve thousand
followers on the site. The activities of the restaurants on the Instagram page is being
illustrated below through a snapshot.
Figure 4: Riding House Café's profile on Instagram
(Instagram, 2021).
Other than the three most popular social networking sites that is Facebook, Twitter
and Instagram, the Riding House Café also makes use of Vine for sharing different videos.
The restaurant is also active on this platform where the firm has uploaded around 6 to 7
videos. With this social networking platform, the firm is carrying out their marketing. Picture
does not offer a clear image of the food item however through a video it is quite east to make
judgement about the actual situation of the food item. The Vine platform has offered an
opportunity to the current as well as future clients of the restaurant to make compression of
their food products and service with the competitors (Vine, 2021). Underpinning the
discussion further, the firm also makes use of third party sites which provides reviews to the
customer on the basis of certain criteria. In regards with the Riding House café, the reviews
of the visitors on the third part sites is neither good nor bad which signifies that they have
received an average grade. The restaurant is also ranked at 2642 position by third party site
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such as Trip Advisor. Thus, according to the third party sites, the customers are not much
encouraged to visit the cafes.
Rating on the basis of evaluation
In analysing the elements of electronic tourism, different ratings can be allotted to the
restaurant on the scale of 10.
Characteristics Ratings
Utilization of mobile technology 4
Utilization of social networking sites 9
Utilization of internet 8
Since, the company is paying attention on the utilization of internet as a
communication and distribution medium, the performance of the restaurant can be
considered as good as the rating of 8 out of 10 is regarded as good and not excellent.
Further, the rating of 9 out of 10 for the utilization of social networking is also very good.
Additionally, the restaurant has no dedicated mobile technologies and they are presently
required to make plans for developing a good mobile applications (Laudon and Traver,
2017). Thus, the performance of the restaurant on the mobile technologies regarded as
quite poor.
DISCUSSION
Thus from the findings it can be said that social media have a vital influence
on the hospitality and tourism sector. In regards with the chosen firm for the current
research purpose in the hospitality industry that is the Riding House café, the study
reflects that other than social media, direct approach, mobile technology and
internet, there are many other factors as well which has resulted into the evolution of
the firm and so as the overall sector. From the case study being presented above of
the case restaurant, it can be attributed that the café is making use of all the popular
social networking sites for deriving large amount of utility from these sites. The cafe
consider these sites as an important medium for creating loyalty among the clients
and for building value of the brand in the sector of tourism and hospitality
(Heidenreich and Handrich, 2015). Other than this, it can be also be originated form
the case study that the authorities of the riding House café is placing more emphasis
on developing their official website for maintaining connection with the current and
future clients. Their website includes all essential data that is being demanded by
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new clients for satisfying their issues and inquiries regarding the service and
products of the restaurant.
The likes as well as followers on the Facebook account of the restaurant
makes it clear that the café is successfully operating this account and is also
effective in creation of brand value. However, in comparison with their competitors
operating in the same market, the amount of likes is quite lower and this should be
concentrated by the restaurant necessarily. Most of the marketing strategies must be
done on Facebook for maintaining contact with the customers, as it is being
regarded as the quickest manner of reaching maximum amount of people without
involving high costs. The restaurant can post about the things being provided by
them to the customers in the process of value creation. Offers, discounts, special
deals, videos and images of food items helps in attracting clients towards the café as
they got to know more about the restaurant (Bertan and et.al, 2016).
From the social networking site’s page, people from all across the globe can
be in a position to understand in regards with the restaurant by their activities from
their Facebook page. As a result, the Riding House café will be in a position to
augment their brand value in the international market as well. Other than Facebook,
the restaurant is also conducting their activities of social networking on Twitter and
Instagram as well. As compared to Facebook, the firm is quite successful in
maintaining their social networking on Twitter. This can pertains to the fact that they
have more followers on Twitter than Facebook (Tuten and Solomon, 2017).
Regularly, the managers and operators of the restaurant’s social media account post
in relation with the things going on their café plus the special deals being designed
for their customers for enhancing the value of the clients. Even they are retweeting to
the posts of their followers which again supports them in building strong connection
with the followers over Twitter.
NEW SOCIAL MEDIA STRATEGY
Based on the case study evaluation, findings and discussion, it is highly
recommended to the Riding House café to adopt mobile technology as an important
social media strategy for achieving higher growth and success in the competitive
market. Till date, the restaurant has not developed any form of mobile application
and has not planned earlier in this regard as well. It is important that the restaurant
must develop and design a dedicated application in the near future for bringing all in
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and out of the café. Mobile technology emphasize on the utilization of contemporary
technologies in information evaluation, transmission and calling. In the contexts of
the Riding House café of London, mobile technology will going to have an important
usage (Litvin, Goldsmith and Pan, 2018). Smartphone, 4G and 5G networks will
leads to the development of the overall sector. In the present era, it is very crucial to
make use of mobile application for communicating and interacting with the clients of
any company or business operating in the same industry. All the social networking
sites can easily be utilized through using mobile technology through the invention of
smartphones and internet amenities. Development of these technologies have in
reality paved the road for making a robust networking with the probable clients.
Since, the restaurant is carrying out their communal networking by way of different
kinds of social media platforms such as Instagram, Facebook, Twitter, Vine and
other third part sites like Trip Advisor, all these can be accessed via phones. In this
regards, the managers of the restaurant should plan a robust marketing campaign
for using mobile technologies. Overall, it can be attributed that the firm is making use
of rapid development of information and communication technologies as a means of
their marketing. The firm is exploiting the advantages of social media effectively,
however it has been found out that they are quite active on one platform and not too
much on the other sites (Dolan, Seo and Kemper, 2019). Therefore, it is highly
suggested to the company to use their social media strategy adequately and
inculcate mobile technology for reaping out enhances results.
CONCLUSION
Thus, from the above evaluation it can be concluded that social media and mobile
technology is being regarded as the most evolving phenomenon in the industries which are
still at the developing stage. Since, the hospitality and tourism sector is related with the
service industry, they are majorly impacted by the occurrence of social media. Seeking help
from the social networking sites, the tourism and hospitality sector can promote their
business by free advertising and word of mouth via internet. Furthermore, it does involve any
significant costs and thus, social networking sites are being utilized by the hotels and
restaurants effectively. Additionally, because of the introduction of mobile technology such
as 4G and 5G networks, people now are having easy access to the internet. They are thus
playing an indirect role. Thus, it is important for the firms operating in this sector to engage
more towards social media and mobile technology as they indirectly impacting the business
particularly those belonging to hospitality and tourism industry. Facebook, Twitter, Instagram
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are now widely utilized as an important medium of networking as well as interaction.
Besides, the service industry with which the hospitality and tourism sector belong, is majorly
impacted by the companies in the social media networking sites. On a whole, it can further
be concluded that word of mouth, free advertising, free review, feedback, engagement of
customers, promotion and attracting large pool of customers are some of the important
advantages of using social networking and mobile technologies by the restaurants and
hotels in the hospitality business.
.
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