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The impact of social media on the tourism industry
The impact of social media on the tourism industry
How social media affects the hospitality industry
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INTRODUCTION
Social media has been touted as having an increasingly important role in many aspects of the hospitality industry, including guest satisfaction and process improvement. However, one of the more intriguing aspects of social media is their potential to move markets by driving consumers’ purchasing patterns and influencing lodging performance (Anderson, 2012). The hotel industry is one of the most detail-oriented industries in the world. So naturally they apply this merit to social. The literatures show that, in general, users like photos twice as often as text updates. And they share videos 12 times more than photo and text posts combined. As a result, hotel brands use high-quality visual content to attract consumers’ attention. Users prefer to see appealing food photos, comfy, white linen beds, and giant, clean swimming pools (www.5loom.com). Social media marketing is one of the fastest growing forms of marketing. Especially within the information intensive tourism and travel sector, this results in a shift of traditional marketing strategies towards online, fast paced and interactive marketing techniques (Laudon and Traver, 2010). This study aims to assure the truth of the following hypotheses:
Social media marketing positively affects the guest satisfaction.
RESEARCH OBJECTIVES
The objectives of this research are to evaluate the role of social media marketing within hotel marketing strategies in the selected hotel sample, to evaluate how the internet has changed the hotel marketing and to develop recommendations for the effective use of social media marketing in hotel establishments.
LITERATURE REVIEW
The Operation and Marketing Connection
Marketing is the activity, set of institutions, and processes for creatin...
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...ed as it is one of main major cities in hospitality market in Egypt. One hotel from the whole chain is selected to represent the chain itself, due to the similarity of applied policies in every hotel in the chain.
Sample Distribution:
The questionnaires were distributed to hotel guests in the selected sample who were willing to participate in the research. Participation was voluntary. Therefore, the data were collected using a convenience sampling approach. A total of 900 questionnaires were administered and 234 were returned. After eliminating 14 questionnaires because of incompleteness, 220 useful questionnaires were obtained, yielding a 24.5 per cent response rate. Considering the issue of the sample size when conducting more complex statistical analysis, the sample of 220 valid questionnaires deemed satisfactory. Data were gathered from January to February 2014.
Social media is a key tool that has changed both our everyday lives and the way we do business. In the modern world, almost everyone who has a smart phone – and most of those who have computers - also hold accounts on a social media company. Currently, In N Out Burger and Shake Shack, two of America’s most buzz-worthy restaurants, are exhibiting great success at using the social media world to promote their businesses. Both companies have established a presence on many of the most popular social media outlets, including Facebook, Twitter, and Instagram. Each of these burger-focused restaurants, however, has demonstrated a very different approach to their social media.
Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Internet Marketing News and Know-How. Hotel Marketing. 18 Feb. 2011. Web. 19 Apr. 2011. .
Using social media provides easy access to people's lives and can serve as a means of emotional support for its users. Social media use also promotes social capital, which can reinforce connections with people and networks and strengthen communication between family members and close friends (Li & Chen, 2014). One important factor to consider with social media use is the concept of self-presentation. Some people are overly concerned about how others may view them on social media and are very careful about the images and content they post (Kim, & Tussyadiah, 2013 Kim, J., & Tussyadiah, I. P. (2013). Social networking and social support in tourism experience: The moderating role of online self-presentation strategies.
...d of pressure. I’ve learned that no matter what type of hotel it is, making sure you are marketing to the right guests is essential to the success of the hotel. If a hotel knows what type of guest they want to market to, it will be much easier to evaluate what kind of services need to be offer to keep up with their competition. Looking at these two hotels has given me a much better understanding of the importance of service, which amenities are most suited for the hotel, and the role these factors play in the different types of hotels.
In marketing sector, social media tools impact hoteliers on making decision on marketing strategies. In fact, social media can provide vary of channels to promote and distribute hotels products and services (Rosman & Stuhura 2013). In a word, using social media as a marketing tool can bring many benefits like direct consumer communication and brand awareness, so that to generate revenue as a final
There was once a time when companies used to spend heavily on publishing, compelling, ads on newspapers and magazines just to put the word out there, but times have changed and so have the medium used to broadcast these ads. Nowadays, companies use the internet to spread the news, to be more specific, companies use the social media as an advertising tool. Over the years, social media has vastly changed the way we communicate and interact with one another, some examples of such social media might be Facebook, Twitter, and YouTube etc. This kind of interacting tools are now been used by businesses to sell or advertise their products, one might say that the social media is the modern day substitute for newspapers and magazines. One company that has been doing this heavily is Android (owned by Google), Android ads can be seen in every corner of the internet whether be famous sites like Facebook or now extinct ones such as Myspace, although one such social media that they haven’t been using is XDA developers. The site predominantly focuses on software development and discussion for Android, Windows, Ubuntu Touch, and Bada phones etc. The following paper will discuss and analyze their audience and argue why XDA developers is the best social media platform to advertise smartphone operating system companies such as Android to the general public and developers.
Four Seasons Hotel with close to 100 properties worldwide has a well-established brand and a well balanced approach to the distribution channel mix. This company made resent efforts to increase the share of reservations from the direct booking channel, as the company made an 18 million dollar investment to their website. As most hospitality industry the concerns are related to the large share of bookings going through OTAs, due to commission rates. Avoiding paying those commissions Four Seasons Hotel have increased the traffic to their own website having to establish the heavy presence on social media. Today this hotel chain generates around 3,400 pieces of original content per week across 393 social media and related channels. This proved to be a major breakthrough in driving the reservations to their website and an increase in CRS/Voic...
The writer finds social media is important in her current organization, Modern Business Concepts, Incorporated (MBC). With small business organizations such as hers, social media is important in spreading information on who the company is and what they do. Also as a business-to-business sales and marketing company, spreading the word is important in gaining customers and potential employees. Ucok (2014) uses research and experiments to prove how social media is essential to marketing. These platforms were essential in Ucok’s research, resulting in higher response with marketing campaigns proving “the importance of social media in marketing strategy and communication” (Ucock, 2014, p. 95).
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
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