How Tech & Social Media Developments Impact Marketing Strategies

This report examines the impacts of technology and social media on marketing strategies within the travel and tourism industry, highlighting the increased connectivity, personalized experiences, and data collection capabilities enabled by these advancements. It further discusses the role of social m...Read More

Business Management
and Travel and Tourism
management

Table of Contents
INTRODUCTION...........................................................................................................................4
SECTION A.....................................................................................................................................4
Question one...........................................................................................................................4
Discuss how developments in technology and social media have impacted on the way
companies and organisations market their products and services..........................................4
SECTION B.....................................................................................................................................7
Question two...........................................................................................................................7
discuss how globalisation as a phenomenon has impacted on a country...............................7
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Business management is defined as the process that coordinates as well as organise
business activities. Managers of business oversee business operations and help employees reach
their high productivity level. Business managers are responsible for supervising and train
employees that facilitates business to accomplish its operational and financial objectives. Travel
and tourism industry are the major contributor in economy development. Travelling is defined as
the activity which is related to going on a long journey and tourism is related to travelling to
specific place for the purpose pleasure. Tourism and travel industries are interdependent on each
other. This report covers the impacts of technology advancement and social media on
organisations marketing process. Along with that, second question is related to positive and
negative impacts of globalisation on specific country are discussed in this project report.
SECTION A
Question one
Discuss how developments in technology and social media have impacted on the way companies
and organisations market their products and services
Technology advancement: Technology advancement is defined as the latest way through
which organisation produces as well as deliver organisational product and services that help
business to reduce the requirement resource input requirement for production and delivery.
Advancement in technology is the wireless broadband that provide advantages to business to
conduct organisational operations in efficient, improve organisational efficiency, productivity
and help to gain competitive advantages (Alves, Sousa and Machado, 2020). Advancement of
technology help business to deliver work through electronic medium, simplify organisational as
well as progress tracking, help to develop efficient marketing strategies that enable business to
target right audience. Technological advancement help business to enhance customer services
through getting their feedbacks and organise all business accounting data in efficient manner that
help to attain determined goals and objectives on time with great efficiency.
Impacts of technology advancement on marketing of organisation
Advancement is digital technologies impacts on travel and tourism organisations to
market their products and services in specific market place. Technologies are continue evolving
that helps business to reach wide customer base and attract them towards organisational

offerings. Some impacts of technological advancement on organisation's marketing activities are
mentioned below: Increase connectivity: Advancement in digital technology and digital advertising helps
business to maintain instant connection with customers and resolve their issues at fast
rate through using social media chats. Advance technologies of marketing help customers
to become aware of sales as well as promotion faster through the platform of social media
(How Important Is Technological Advancement in Business Productivity, 2017). New
technology like artificial intelligence help business to connect organisation with their
potential customer base. Customers are connected with organisation through using
mobile devices. Provide personalise experience: Technological advancement provides personalised
experience to organisations in marketing and help business to maximise customer
connection. There are various augmented-reality apps that help customers to gain
personalised shopping experience. AR technology is the most effective marketing tool
that provides additional layer of understanding as well as experience that help businesses
as well as customers. The impact of advancement in digital technology impacts
organisational marketing strategy that enable business to connect with customers and
influence them to purchase organisational products and services.
 Help in data collection and analytics: Advancements in technologies help business to
collect data regarding number of customers that help business to develop marketing
strategy and attract customers through provide products that fulfil customer's needs and
demands (Centobelli and Ndou, 2019). In current environment, travel and tourism
industry conducts various marketing programmes that enable them to collect information
and data related to customers help business to reach potential customers and enhance
organisational conversion rate.
Social media: Social media is defined as the computer based technology that help
business to share ideas, information and technologies through using vital network and
communities. It is the internet based technology that provides quick user electronic
communication of content through sharing personal information, videos, documents and photos.
Users are engaged and connected on social media platform by using computer, smartphones,
tablets and other web-based applications and software. There are more than 4.5 billion social

media users around the world. In social media network various platforms are included such as
Instagram, YouTube, Twitter and various others (Positive Effects of Social Media Marketing on
Your Business, 2021). Generally, it is the typically feature user-generated content as well as
personalizes profiles.
Impacts of social media on marketing of organisation: Advancement in social media is also the
factor that impacts organisation strategies of marketing their products and services which are
offered in market. Social media has become a powerful tool of marketing that help business to
provide high brand exposure and return on investment. Some impacts are explained below: Effect of website traffic: Social media platform is the best medium that drive traffic on
organisational website and facilitates organisation to market their products and services
among large number of customers. Through social media channels travel and tourism
industry market their products and services through sharing text, videos, images and
podcast. Social media is the effective medium where posts can be shared easily and help
to reach multiple customers of different locations and zones. Effect On Brand Awareness: Advancement in social media helps organisation to
conduct social media campaigns and promote organisational products and services on
different platforms such as Instagram, facebook, Twitter and others. It helps business in
marketing organisational products and services to engage large number of customers and
capture their attention that improves organisational brand awareness. Being active on
various platforms of social media help business to connect with more customers and
attract them towards of organisation.
 Effect On Customer Service: Social media facilitates travel and tourism industry to
provide effective customer services through solving their quarries and complaints on
social media channels regarding organisational products and services. As current days,
customers prefer to share their problems on social media platform instead of call centre
executives (Cranmer, tom Dieck and Fountoulaki, 2020). It helps to make efficient brand
image and positive impact on social media customers. Advancement in technologies as
well as social media facilitates impact the way of organisation to market their products
and services in last ten to fifteen years.

SECTION B
Question two
Discuss how globalisation as a phenomenon has impacted on a country
Globalisation as a phenomenon: Globalisation is defined as the process through which world
becoming increasingly interconnected as a result of increasing trade as well as cultural
exchanges. Globalisation is the term that is used to describe growing interdependence of world's
economies, population, culture through cross-border trade in products and services, flow of
people, technology, investment and information (Dixit, 2019). Globalisation is the worldwide
phenomenon and an intermitted process. Impact of globalisation is differ from time to time it
facilitates country to bring its economic, social, political and cultural aspects at global level.
Impact of globalisation on specific country or region
UK is the country that has benefited from globalisation since its first export and import.
During the period of industrial revaluation, globalisation helps UK to import raw material and
export finished goods. Economy of UK is getting impacted from the phenomenon of
globalisation in positive and negative manner (Effect of globalisation on the UK economy, 2021).
Both the current UK coalition of governments and its new labour predecessors have emphasised
the impacts of globalisation that shapes economic performance and policy of UK.
Positive impact: Increased trade: Globalisation has increased the trade that provides benefits to UK to
gain specialising in goods in which they have comparative advantages. For example, UK
has comparative advantages in the goods like financial services, nuclear power
components. This comparative advantages helps UK to attain higher export that enable
business to create jobs as well. Lower cost of firm: Globalisation is the aspect that make it easier for the organisations of
UK to outsource some part of production process to the country with having lower labour
costs. Organisational related to hospitality, banking and other sector make use of
technologies for the purpose of interacting with the people around the world. It helps the
country and organisations to reduce costs and prices.

 Tax avoidance: Globalisation is the phenomenon that enable organisation to shift their
production from high tax country to low tax country. It is the aspect that help country to
taking advantages of tax loopholes.
 Migration: Globalisation makes it easier for migrants to enter as well as work in UK. It
helps for free movement of labour that help UK to fill their job vacancies (Globalisation
and the UK Economy since the 1990s, 2020).
Negative impacts of globalisation on the UK
Globalisation is useful to the many regions like UK in providing the multiple opportunities
and other benefits that has increased the economy, developed the society, culture in different
manner (Page and Connell, 2020). But, with the advantages the phenomenon of the globalization
also contains some of its cons that impact negatively on the UK and its economy. Some of the
key negative impacts of the globalization are discussed underneath using example:
 Job insecurity/Unemployment: Globalisation has led to the shift in the manufacturing
sectors of the UK economy. In most of the developing countries half of the working
population is dependent on the casual jobs in the industry until the globalisation was
started. With globalisation there is advancement of technology which has decreased the
employment rate as there is increased need and requirement of the skilled labours and
professionals at the global level (Positive and Negative Effects of Globalization,2021).
For example, in UK, there is no longer a comparative benefit in many manufacturing
industries because there is advantage of lower labour cost in some developing countries.
Also there is a problem in UK that many workers feel incapable by the process of
globalisation as they labours are not well aware of the functioning of new machines that
are operated using new technology. The globalisation has caused workers struggle in
finding a new employment which can match their previous job in terms of pay, security
and sense of loyalty (Ghaderi, Hatamifar, and Ghahramani, 2019). Thus, this all is
resulting into the increased job insecurity and unemployment in the UK.
 Tax avoidance: With the emergence of globalisation the organizations are likely to shift
their production houses from higher tax countries to the lower tax countries as this is the
biggest tax loopholes that are used by firms as an advantage to pay low tax for their
operations creating fiscal benefit (Effects of Globalization on the UK Economy, 2021).
But this advantage acts as huge disadvantage for the UK’s economy as for example when

the large scale organisations like Amazon, Tesco and Google with huge amount of
revenue take such advantage of paying low tax in countries like Ireland, Luxembourg etc.
this directly reflects negatively that UK is losing its treasury out on the tax revenue. Thus,
clearly defines that globalisation is providing the organisations a loophole and chances to
avoid high taxes which does not sound good and favourable for the UK’s economy
(Ferreira and Perks, 2020).
CONCLUSION
As per above report, it can be concluded that business management is related to
organising and managing all business operations to lead its activities in right direction for
attaining determined goals and objectives in efficient manner. Advanced technology and social
media channels impacts on organisational marketing strategies and activities in both positive and
negative manner. These channels and platforms facilitates business to attract more customer
base, enhance organisational sales as well as provide competitive advantages over other
organisations. Globalisation is the concept that enable an country to provide its products and
services to another country and improve customer base.

REFERENCE
Book and journal
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and online
relationship quality in social tourism: A tourism for all case study. In Digital marketing
strategies for tourism, hospitality, and airline industries (pp. 49-70). IGI Global.
Centobelli, P. and Ndou, V., 2019. Managing customer knowledge through the use of big data
analytics in tourism research. Current Issues in Tourism, 22(15), pp.1862-1882.
Cranmer, E.E., tom Dieck, M.C. and Fountoulaki, P., 2020. Exploring the value of augmented
reality for tourism. Tourism Management Perspectives, 35, p.100672.
Dixit, S.K., 2019. Gastronomic tourism: A theoretical construct. In The Routledge handbook of
gastronomic tourism (pp. 13-23). Routledge.
Ferreira, D. and Perks, S., 2020. Dimensional framework of tourism indicators influencing
destination competitiveness. African Journal of Hospitality, Tourism and Leisure, 9(3),
pp.1-21.
Ghaderi, Z., Hatamifar, P. and Ghahramani, L., 2019. How smartphones enhance local tourism
experiences?. Asia Pacific Journal of Tourism Research, 24(8), pp.778-788.
Page, S.J. and Connell, J., 2020. Tourism: A modern synthesis. Routledge.
Online
How Important Is Technological Advancement in Business Productivity.2017 [Online] available
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Effect of globalisation on the UK economy.2021 [Online] available
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Globalisation and the UK Economy since the 1990s.2020 [Online] available
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Positive Effects of Social Media Marketing on Your Business.2021 [Online] available
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