Analyzing Social Media's Role in Promoting Tourism & Hospitality

This report examines the significance of social media as a promotional strategy for organizations in the tourism, hospitality, events, and aviation sectors. It highlights how social media has transformed the tourism industry by enabling new marketing strategies and influencing travel decisions through shared experiences and reviews. The report discusses the use of platforms like Facebook and Instagram for enhancing brand visibility, driving direct bookings, and fostering audience engagement through various techniques such as paid campaigns, interactive content, and user-generated content. It further explores how social media tools can boost event attendance and create better experiences, emphasizing the importance of connecting with followers before, during, and after events. The aviation sector's use of social media for customer engagement and brand storytelling is also analyzed, with examples of successful campaigns that connect with a broader audience. The report concludes that social media plays a vital role in promoting events, building brand awareness, expanding reach, creating audience interaction, and enhancing event registration rates.

Marketing and
Business for the
Service Sector

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Importance of social media as the promotional strategy for the tourism, hospitality, events or
aviation organisations. Discuss it with examples...................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Social media enable young individuals to share their important memories regarding their
travel with large number of people. Tourism organisations needs to know that it is quite powerful
method to attract new travellers instead of simple advertisements to motivate people to share
their real life experiences online (Santos and Silva, 2019). Communications through social media
is also recognised as advancement which is broadly used by several inns of travel divisions of
dissimilar places to entice travellers. Further, media plays a significant part and its impression
which is to communicate the message to their potential users of tourism services. The report
leads to cover the significance of social media as the promotional strategy in terms of hospitality,
aviation, events or event organisations with the help of examples.
MAIN BODY
Importance of social media as the promotional strategy for the tourism, hospitality, events or
aviation organisations. Discuss it with examples.
Social media has changes every single factor of lives including the actions and activities in
tourism sector. These developments have prominently impact the businesses of tourism sector by
enabling the new marketing strategies. The tourism sector is one of the most vibrant sector of
economy at the global level. Merging the social media and tourism marketing will move towards
the excellent outcome for business. Social media leads to impact the tourism sector in various
ways for which people conduct research before going on a trip (Zelenka and Hruška, 2018). In
present times, people are motivated to share their travel involvements through community media
stages with Facebook, Instagram, Twitter and so forth. Hence, social media has distorted the
method by which folks make sets. People progress their faith in travel activity on the basis of
reviews of others.
For instance, people book hotels by seeing their reviews and offered customer service to
their guests as it is the important factor of tourism that has changes with the influence of social
media (Koba, 2020). For example, the Intercontinental hotels group UK and Ireland won the
award for “Best Use of Social Media in Marketing” as the social media strategy is to deliver the
preferences of brand and involvement across 65 company websites of Managed hotels whilst
support the growth of SEO traffic. In relation with this, the single community television outline
was shaped for respectively inn, that has improved with appropriate gratified and info which is
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being complimented with the native websites and also helps in offering an orchestrated web
journey for the visitors (IHG Win Best Use of Social Media in Marketing, 2021). For this, it has
been analysed that Facebook is an excellent platform to catch the users among several social
groups undertaking the recommendation features that enable people to share their experiences.
Social media marketing for the hotels is the way to enhance the overall visibility, boost
direct booking and enhances the brand awareness with proper reach. With the arrival of more and
more guests interacting with social media on continuous basis and also getting probable
motivation for their next trip that become the most essential part of an effective marketing
strategy (Seo, Park and Choi, 2020). Developing an effective social media marketing strategies
can be done at the global level or particularly cater to each and every different channel. Hence, it
is essential to have an effective team dedicated to social media marketing who is interlinked with
the brand and knows about the entry and exit as through this, they are able to transmit this
dedication when developing the strategy.
Most of the hotels in UK, leads to create human connection in terms of undertaking the
potential guests by highlighting their staff members once a week on different channels. Along
with this, they also use effective learning from the reputation management to improve their
image as TripAdvisor and Google both are not so powerful to drive the bookings but they are the
key to unlock the essential learnings regarding the weak points of hotel (Best 10 hotel social
media marketing strategies, 2021). In this context, Instagram and Facebook both collaborate to
create paid campaigns and promote among their channels for which they use their pictures of
interiors of hotel, post stories, live videos, special offers and promotions on Facebook (Kavoura
and Kefallonitis, 2019). These posts leads to motivate people to put location tags in their photos
and videos in regard of exchanging the rewards so that they can boost the involvement.
Social media tools and techniques let people involve with their audience in creative manner
within events by which they can boost attendance and develop better experience. The organisers
can devote lot of cash and vigour on effective advertising beforehand an occasion without any
thought process but the community media occasion preferment is far from over as once the
visitors walk finished the door (Ranasinghe and et. al., 2020). An actual social television
happening policy will undertake the engagement of connecting with suitable followers during,
earlier and after an occurrence. Make the Facebook event effective that undertake all the suitable
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details of guests and also tag them on their official pages through invited speakers or special
guests.
Also, social media is important as they design an effective tradition AR filter for Instagram
or snapchat in relations of receiving original increased authenticity camera belongings which is a
fun way for the guests to interact within the event (Social Media Event Promotion: The Complete
Guide, 2021). With the help of social media, a small event can spread rapidly through stories,
shares and likes. Along with this, live tweet helps people regarding their FOMO or surge it by
distribution suitable descriptions and tourist attractions from the daytime as they ensue. Live
cheeping sets the shape and tone of online conversation across the event (Kontis, Kourkoulou
and Vlassi, 2021). It is useful to capture the performances, timely discourse at the conferences,
speaking events and debates.
Social media has become the vital advertising instrument for each and every business within
the aviation sector. About, 900 million folks are present on Facebook, 100 million are on
Instagram and about 300 million are on Twitter. Within airline sector, they try to get more
travellers on panel and it is all around seeming as humanoid as much as possible (Buhalis and
Sinarta, 2019). There are several ways to attract customers but it is all about sharing the stores
that attach with folks crossways dissimilar stages. For instance, Delta is the leader of industry
and they walked up their communal television willing ended the last few ages. “Feature stories”
which they post to their employees in terms of boosting their overall morale as Delta shared a
picture on Facebook of their first all-female arena team (How the Airline Industry Uses Social
Media, 2020). Here, all the women on team were American and African that aided Delta to
attach with the broader spectators.
CONCLUSION
From the above discussion, it has been analysed that social media plays an important role in
regard of sharing the essential memories about the travelling of individuals. Having an effective
social media strategy helps in making sure that the community radio labours are more productive
for the effective working and support of broader business objectives. Putting the strategy in
collective manner undertake the outlining of commercial areas so that they can work prominently
to create columns that strengthen them. Hence, it has been identified that social media can
prominently help in promoting the event by developing the brand awareness, expanding the
reach, creating audience interaction and also enhances the rates of event registration.
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REFERENCES
Books and Journals
Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), pp.563-582.
Kavoura, A. and Kefallonitis, E., 2019. The effect of social media networking in the travel
industry. In Advanced Methodologies and Technologies in Digital Marketing and
Entrepreneurship (pp. 510-523). IGI Global.
Koba, Y., 2020. Internet Marketing Communication in Event Tourism Promotion. In The
Emerald Handbook of ICT in Tourism and Hospitality. Emerald Publishing Limited.
Kontis, A.P., Kourkoulou, I. and Vlassi, E., 2021, March. Social Media During the COVID-19
Era in 5* Hotels in Attica, Greece. In Strategic Innovative Marketing and Tourism in
the COVID-19 Era: 9th ICSIMAT Conference 2020 (pp. 223-231). Springer
International Publishing.
Ranasinghe, R and et. al., 2020. Tourism after corona: Impacts of COVID 19 pandemic and way
forward for tourism, hotel and mice industry in Sri Lanka. Hotel and Mice Industry in
Sri Lanka (April 22, 2020).
Santos, J.D. and Silva, O.L. eds., 2019. Digital Marketing Strategies for Tourism, Hospitality,
and Airline Industries. IGI Global.
Seo, E.J., Park, J.W. and Choi, Y.J., 2020. The effect of social media usage characteristics on e-
WOM, trust, and brand equity: Focusing on users of airline social
media. Sustainability, 12(4), p.1691.
Zelenka, J. and Hruška, J., 2018. Ways and effectiveness of social media utilization by
airlines. Tourism: An International Interdisciplinary Journal, 66(2), pp.227-238.
Online
IHG Win Best Use of Social Media in Marketing. 2021. [Online] Available through:
https://www.hospitalitynet.org/news/4063556.html
Best 10 hotel social media marketing strategies. 2021. [Online] Available through:
https://www.mews.com/en/blog/hotel-social-media-marketing-strategies
Social Media Event Promotion: The Complete Guide. 2021. [Online] Available through:
https://blog.hootsuite.com/social-media-for-events/
How the Airline Industry Uses Social Media. 2020. [Online] Available through:
https://aeronauticsonline.com/how-the-airline-industry-uses-social-media/
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