Influence of Social Media Marketing in Hospitality

INTRODUCTION
The use of Information and Communication Technologies (ITCs) creates
superior opportunities to boost the productivity and efficiency of any
business unit. Marriot international is a renowned hotel chain based in the
UK market. The organization has more than 1900 branches all over the
globe and serves 75000+ customers. The company has taken initiatives to
serve customers online and is providing information of products and
service through its website. The project aims to find out the influence of
social media on the operations of a well known hospitality organization
Marriott International.
 Aim
The Aim of research is to find out the influence of social media marketing in

hospitality industry.
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 Objectives
To study the potential of hospitality companies on online sites.
To evaluate the performance of Hospitality industry after using social medial
marketing tools.
To understand the influence of demographic factors on the use of social
networking sites.
To extract an overview of the state of social media in marketing of hotel
products
To explain the effectiveness of hospitality companies in communicating with
market consumers.
To get the behaviours and views of hotel guests on online marketing
 Description of research methods used
The purpose of research have been explained now the method that have
been selected to reach at study aim. An inductive method has been
approached in order to fine out the influence of social media marketing on
hospitality industry. The reason behind choosing inductive approach was to
serve the natures of research problem.
The purposive sampling technique has been used to collect the data from
potential respondents
Primary data collection method has been used to gather responses. An
online survey has been conducted in which the research questionnaires were
uploaded on various social sites
Demographic profile of respondents

Gender
Chart Title

32.86%

Gender
Male
Female

67.14%
Age

50 years and above; 13 Less than 20 years ; 15

31-50 years ; 17

21 -30; 25
Mode of accessing information

35

30

25

20

15

10

0
Factor influence to purchase the service and products

30

25

20

15

10

0
e d n e t rs
nc an t io rn be
rie br u ta n te em
pe th
e p ei m
ex f re th
st so d i ly
a es an m am
P
en Br fro r f
ar n o
io s,
ra
w at d
rm en
g eo fo fri
ed In m
wl fro
o n
Kn io
at
rm
fo
In
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You think that with the social media sites, you are able to seek out products/services
information initiatively

25

20

15

10

0
Strongly disagree Disagree Neutral Agree Strongly Agree.
You purchase the product the product after evaluating rating on
internet sites

25

20

15 You purchase product and

services after evaluating
the rating of hotel in social
networking sites
10

0
1 2 3 4 5
Is the information of hospitality products and services are available at
the social sites

You get
30
information
easily by
25 going any
social
20 networking
sites
15

10

0
1 2 3 4 5
You think social media has provided more effective platforms to new
products/services to gain consumers attention

25
You think
social media
20 has
provided
more
15 effective
platforms to
new
10 products/ser
vices to gain
consumers
attention
5

0
1 2 3 4 5
You think social media has provided more effective platforms to new
products/services to gain consumers attention

25
You think
social media
20 has
provided
more
15 effective
platforms to
new
10 products/ser
vices to gain
consumers
attention
5

0
1 2 3 4 5
Information available at social networking sites affects your
purchase decisions

30

Information
25 available at
social
networking
20 sites affects
your purchase
decisions
15

10

0
1 2 3 4 5
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 CONCLUSION

Social networking sites have created many opportunities for hospitality

marketers as well as consumers.
According to the research the factor that influences the performance of
hospitality industry is the information of hospitality which is given to various
social sites.
The correct information on online sites will help markets in communicating
effectively with the customers and will help them in attracting more number of
customers. With the use of social networking sites marketers can expand their
business over the globe
REFERENCES
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an experiential learning platform for a new generation of students", Asia Pacific Journal
of Marketing and Logistics. 24(5). pp.805 825.
Saunders, M., and et.al. 2007. Research Methods for Business Students. England:
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Scandura, T.A. and Williams, E.A., 2000. R M in organization: current practices,
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