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2.1 Introduction
Currently, there are new shift in shape of social media strategies in marketing approach are
constant focus of scholars, academics, and experts (Hadley, 2015). Despite so much
development in social media marketing, hotel industry has been unable to promote itself
effectively on internet and make use of social media to its maximum advantage (ibid). In
recent times, there is a shift in approach as evident that social sites are not only used for
social purpose but Facebook, Twitter, etc is used by organisations to promote their brands,
goods, and services. Thus, it has led to the situation where hotel's administration and
management are facing the challenge of engaging its potential audience in effective manner
by sharing and encouraging consumers to share their personal experience on social platform
(ibid). In modern times, the website's traffic has been controlled by the search engines due to
the gradual modification in the internet functionality (ibid). Moreover, internet has emerged
as strong platform for social interactions between organisations and their targeted audience
(ibid).
According to the study of Walsh (2010), through viral networks, businesses have been
successfully developing an interaction and relationship with their consumers by joining social
media. In addition to that, the industries are influenced by social media to large extent
(Hadley, 2015). The empirical studies in the research are included to investigate the influence
of social media on hospitality business in order to investigate research problem at hand and
assess the functionality of social media in marketing context in order to recommend suitable
strategies to hotel businesses in developing countries.
recognise social media applications in developing effective marketing tools and techniques.
Moreover, the work of Hailey (2010) showed that, brand communication, direct customer
communication, commercial advertising, and minimal cost investment are some major
advantages that are associated with social media in recent times. In addition to that,
consumers have the tendency to consider the verbal confirmations to act upon in contrast to
simple viewing commercial advertisement (Hailey, 2010).
Direct communication is one of the main advantage identified by Hailey's work therefore, we
examine it in relation with social media in the present research. Hadley (2015) stated that,
between customers and businesses, the two-fold process is regarded as direct communication
where both are open to express their views via social media working as a medium.
Interestingly, being open channel, honesty and transparency are main aspects that are
encouraged by this specific mode of communication (Hailey, 2010). In addition to that, the
general perception is that direct communication is taking place in virtual environment
because of social vehicle and platform for communication is always viral (Hadley, 2015).
To support this notion, we look at the example of Lurpak (a famous butter brand of Denmark)
that launched 'Bake Club' website. This website was developed with the thought to directly
approach and communicate with baking fans, baking enthusiasts, and fellow bakers online.
The website was direct communication social platform used by the company. Furthermore,
this website facilitated Lupark to get in touch with large number of consumers to inform them
about their products and concepts (Labbrand Consulting, 2010). The website also proved
useful in creating brand awareness and brand knowledge in various consumer-based
communities (Labbrand Consulting, 2010). This aspect of social media is vital in recognition
of brand communication.
and unfavourable (Hospitality Industry, 2010). Nielsen suggested that 57% of customers
intend to conduct online research and read the reviews prior to making product or service
purchase (The Nielsen Company, 2012)
The inclining social networking trend of operating as media marketing in hospitality sector is
currently reflected as an element in the several marketing budgets. However, these marketing
individuals within the hospitality must remember the benefits associated with the social
media. The advancement of the technology has integrated social media into our daily lives as
a vital element. Various social media platforms has open channels for online marketing and
must be considered by a hotel for its effectual marketing strategy. Moreover, the difference
must be treated consequently. In order to have well balance blend of the social media tools
such as Facebook, Twitter, Corporate Blogs and YouTube.
Another significant toll presented by the social networking sites is the tool of communication.
Hvass and Munar (2012) stated that the development and establishment of the information
communication technology (ICT) has enhanced the consumer communication. Moreover, the
consumers have attain easy access for social networking sites through the use of smart phones
and mobile applications (Dimitris & Vasiliki, n.d.). Through the use of the mobile apps to use
social networking site, tremendous benefits has been witnessed by the industry such as
development of the relationships, establishing the brand awareness and sustaining brand
loyalty with consumers (Bredican & Vigar-Ellis, 2014). Open communicating assist
companies to establish positive relationship with their consumer base and strengthen the trust
relationship by forming a long terms association and enhancing loyal consumer base.
The notion of just communication has to exceed in a direction of trustworthy communication
in order to influence with the advertisement words that entice customer and draw them
towards the service or product of a brand (Dina & Sabou, 2012).The Internet has developed
into a virtual place where majority of the consumers are searching for information to take a
decision regarding the hospitality and tourism through communication (Popescu, et al.,
2013).Consumers are capable of interacting among themselves to share their personal
experiences and express their selves in a manner that draw new customers towards the
business. In addition, the written comments by consumer can be gathered to enhance the
company. Moreover, consumer receives direct access to the companys service instead of
actual travelling to have a face to face meeting (Seth, 2012). Additionally, Seth (2012) also
suggested that social networking sites that seem to be easily available, appealing and
straightforward, discover that consumer involvement is easier.
finger on the screen or with a click of a mouse. The is cab be viewed as golden opportunity
by the tourism industry to draw consumer through the use of photos and videos uploads on
social media sites to fascinate the viewers with the breath-taking sceneries. As per Cem (n.d.)
over 20% of Internet users in US, who follows a particular brand on a social networks,
follows a travel brand as well.
In addition, the visitors or followers of the tourism websites are capable to view the other
customers' reviews, particularly when a loyal consumers upload the images of the hotel,
destination and restaurants on their personal websites, for instance, Facebook, which relates
directly with the tourisms website. A part from that, online reviews, acknowledge as word of
mouth (WOM) is also a vital element in drawing tourists (Manap & Adzharudin, 2013).
As previously mentioned, in the introduction, WOM is viewed as trustworthy by individuals
in contrast to the traditional marketing medium. However, the study of Letvin et al., (2008)
and Lange-Faria and Elliot (2012) oppose the aforementioned notion. Fotis, et al., (2012)
reported that US customers, 82%, who search online reviews from the travel regarding their
travel relevant decision-making. Significant number of consumers perceived social
networking sites as highly trusted medium of information due to the perception that
information given by individuals that are known to the user or at least have an acquaintance
with them, and are particularly trustworthy by the individuals that that are among their family
and friends.
Moreover, detracting or attracting individual, online reviews additionally present information
to an individual enabling them to picture their desired destination (Manap & Adzharudin,
2013). Similarly, travellers frequently base their prospects on the experiences of other
travellers to attain significant and beneficial information in order to eliminate risk and
enhance travellers confidence while making a decision on the travel plans (Fotis, et al.,
2012). According to Rathonyi (2013) Trip Advisor is presently one of the major travel
review website, with its 74 million active users frequently viewing the website to attain
advice and plan the holidays. Moreover, the social networking sites can also be accessed
through smartphones. Bredican, et al., (2014) proposed that mobile apps effectiveness can
influences additional post-purchasing behaviours of the consumer that is evident in the
attitude.
words thus the sites ensure the company has an ease in targeting and reaching their respective
consumers (Murray & Waller, 2012).
2.10 Implications
Present day customers are becoming highly resourceful and prefer to research online prior to
making a decision regarding their travel needs. Significant amount of time is invested in
online searches and carrying out initiatives in a strategic manner, they are capable to witness
the outcome of their labour. Hotels that are experience healthy revenues on their initiated
investment should incline the intensity of their time spent in ongoing manner to develop their
business for the online market. Although, some have not yet step in the online business arena,
however, they should be aware there is no guarantee that customer would go ahead to book
online, however, they may use available online resources when concluding a decision.
Several of such notions may be introduced through the use of various tools. The tools chosen
by the present study are based on their ability to explore each concept. Prior to considering
the implementations for any of the stated concepts, it may be beneficial to establish a
Strategic Marketing Plan that defines the objectives, goals, strategies and tactics for the
involved project. In this regard, the business will have available guidelines introduced for
ideas implementation. Moreover, this will serve as a timeframe for the intervals of three
months, six months, or nine months indicators, in order to measure the goals in the absence of
a planned plan, the business may experience challenges to stay in the market through its
inbound marketing strategies.
In last, in the absence of the timeline and plan for a performance measure, it can be
challenging for a business to regulate the extent of its success or failure.
2.11 Problems
The social networking common dependency is on the word of mouths (WOM) general
perception (WOM) or presently known as electronic word of mouth (eWOM) as the contents
are created by the consumers online. WOM and eWOM have a similar purpose of provide
consumers with the information, (Ranjha, 2010, p. 17) which then either defame or promote
the brand however, in eWOM, comments may be posted by unknown online users who lacks
credibility, therefore consumers who refer to the site does not belief the sources (Lange-Faria
& Elliot, 2012).Studies have revealed that social media has influence on the tourism industry
in positive as well as negative manner(Litvin, Goldsmith & Pan, 2008). At present, social
networking sites have witnessed tremendous growth in terms of user accounts consequently
as per Assenov and Khurana (2012), the trends in marketing have altered and instead of
companies communicating a message to their consumers currently consumers can
communicate with each other through the use of social media (P. 3). A consumer could
provide false statement that may be negative by sharing their testimonial or relating an
experience or may download content founded on the personal impression concerning the
business, and others within the network can feel the impact of the opinion of the consumer
(Seth, 2012).
2.12 Conclusion
It becomes evident that the use of the social media tools has tremendous advantages; and also
has its fair share of disadvantages. However, with the focus on tow vital issues for instance
engagement and content, an organization can maximize the prospective of social media tool.
The brand must recognize the target audience and thus be engaged in the conversations that is
credible and relevant to the content. The overall investment cost is low and therefore social
media is a beneficial communication platform for engaging the consumer and the brands
which contributes to the brand recognition. One fundamental aspect to be knowledgeable
about is the social media could appear to be lower in cost; though it require significant time
investment. The business will be required to have precise objectives when utilizing social
media along with the appropriate set of strategies for their respective business to be
successful in the marketing strategy (Bredican and Vigar-Ellis, 2014).
Dissimilar to the traditional media, social media has an additional advantage as it provides
two-way conversation and communication channel for and conversations and exchange of
views. The traditional marketing tools, for instance, print advertising, mail blast and direct
mail are gradually losing their effectiveness since consumers preferences are switched to
online search prior to purchase decision making (Zeng, 2013). With the introduction of
internet, consumers source for hotels recommendations through trusted sites when deciding
on travelling arrangements. These tools permit the consumers to initiate a conversation and
hypothetically are the advantageous to be transformed as the brand ambassador.
Though the hospitality industry has still to evolve to use social media adoption, several
international hotel chains have recognized the impact of the associated advantage of the
social media benefits. The organization needs to have a consideration for the business when
implementing social media plan. In brand communication, regarding the organization
strategies to be effectual, social media requirements integrated within the plan execution. The
research study will be evaluated to comprehend the appropriateness of social media as a way
of Hospitality Industry marketing.