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Social media engagement and word-of-mouth recommendations are increasingly important for the travel and tourism industry. The document discusses how people's social networks influence their travel decisions and how brands can utilize social media to influence word-of-mouth. It also examines how the internet has impacted word-of-mouth conversations and how brands can provide resources to customers before, during, and after these conversations. Finally, it outlines strategies for travel brands to engage customers on social media through content creation, customer service, and thought leadership in order to build brand awareness and positive word-of-mouth.
"Digital Transformation for European Tourism: How the future will be shaped" ...Giuseppe Taranto
"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto - Speech as Guest Speaker for mini MBA in World Class Enterprises focused on Digital Transformation in Tourism organized by Khon Kaen University and Payap University in Thailand. March 06, 2021
Digital transformation in the Tourism Sector - University Of Salford ManchesterEmre Dirlik
In this report, the first phase of the digital business and entrepreneurship module within the digital business division of Salford University, Digital Business: Sector Investigation and Infographic, research will be conducted, analysis and information will be provided on the Tourism industry.
In this direction, it includes the strategic contributions to the sector by critically reviewing the tourism sector and evaluating the value and benefits of digital transformation in the sector. In addition, the report includes the infographic of the tourism sector by analyzing information from business owners and suppliers using Bloomberg, SWOT and sector reports.
In the report, the current environment required for digital transformation was reviewed in the tourism sector and the vuca technique was used to characterize leadership.
E-business in tourism: Destination marketing and managementJuho Pesonen
This presentation talks about tourism destination marketing and management in the era of online business. For all course presentations, including videos, please see https://www.tourismmarketingandmanagement.com/2016/11/11/what-is-e-business-in-tourism/
This document discusses several aspects of tourism destination marketing including:
1) Assessing current and future markets through research on visitors, forecasts, and destination audits. Research includes counts, interviews, and surveys. Forecasting can be exploratory, speculative, or normative.
2) Analyzing a destination's appeal and positioning it in its life cycle which includes exploration, involvement, development, consolidation, stagnation, and decline or rejuvenation.
3) Developing a strategic marketing mix and organization to implement objectives and evaluate results while taking into consideration a destination's image, branding, strategies for different target groups, and limited control over products and pricing.
Role of Social Media in Tourism in the most easy Language possible in basic English.
Hope Everyone gets to know the content meaning and can understand the roles well.
Through this presentation the current trends which are impacting over the UK travel and tourism sector has been evaluated and illustrated. Statistics are used in order to show proper data analysis.
Social media engagement and word-of-mouth recommendations are increasingly important for the travel and tourism industry. The document discusses how people's social networks influence their travel decisions and how brands can utilize social media to influence word-of-mouth. It also examines how the internet has impacted word-of-mouth conversations and how brands can provide resources to customers before, during, and after these conversations. Finally, it outlines strategies for travel brands to engage customers on social media through content creation, customer service, and thought leadership in order to build brand awareness and positive word-of-mouth.
"Digital Transformation for European Tourism: How the future will be shaped" ...Giuseppe Taranto
"Digital Transformation for European Tourism: How the future will be shaped" - Giuseppe Taranto - Speech as Guest Speaker for mini MBA in World Class Enterprises focused on Digital Transformation in Tourism organized by Khon Kaen University and Payap University in Thailand. March 06, 2021
Digital transformation in the Tourism Sector - University Of Salford ManchesterEmre Dirlik
In this report, the first phase of the digital business and entrepreneurship module within the digital business division of Salford University, Digital Business: Sector Investigation and Infographic, research will be conducted, analysis and information will be provided on the Tourism industry.
In this direction, it includes the strategic contributions to the sector by critically reviewing the tourism sector and evaluating the value and benefits of digital transformation in the sector. In addition, the report includes the infographic of the tourism sector by analyzing information from business owners and suppliers using Bloomberg, SWOT and sector reports.
In the report, the current environment required for digital transformation was reviewed in the tourism sector and the vuca technique was used to characterize leadership.
E-business in tourism: Destination marketing and managementJuho Pesonen
This presentation talks about tourism destination marketing and management in the era of online business. For all course presentations, including videos, please see https://www.tourismmarketingandmanagement.com/2016/11/11/what-is-e-business-in-tourism/
This document discusses several aspects of tourism destination marketing including:
1) Assessing current and future markets through research on visitors, forecasts, and destination audits. Research includes counts, interviews, and surveys. Forecasting can be exploratory, speculative, or normative.
2) Analyzing a destination's appeal and positioning it in its life cycle which includes exploration, involvement, development, consolidation, stagnation, and decline or rejuvenation.
3) Developing a strategic marketing mix and organization to implement objectives and evaluate results while taking into consideration a destination's image, branding, strategies for different target groups, and limited control over products and pricing.
Role of Social Media in Tourism in the most easy Language possible in basic English.
Hope Everyone gets to know the content meaning and can understand the roles well.
Through this presentation the current trends which are impacting over the UK travel and tourism sector has been evaluated and illustrated. Statistics are used in order to show proper data analysis.
The tourism industry has experienced significant growth over the past 60 years, with international tourist arrivals growing from 25 million in 1950 to over 800 million in 2005. Technology has played a key role in this growth by reducing geographical barriers through innovations in transportation and communication. Looking ahead, international tourist arrivals are projected to reach 1.8 billion by 2030. Technologies like the internet, mobile phones, and applications are increasingly important for the tourism sector and have transformed how people plan, book, and experience travel. Augmented reality in particular holds great potential to enhance tourism experiences through virtual information overlaid on the real world.
The document discusses the economic impacts of tourism, including both positive and negative impacts. It notes that tourism can generate income, employment opportunities, foreign exchange earnings and GDP growth for host countries. However, it also notes potential negative impacts such as leakage of spending out of the local economy, displacement of local residents, seasonal unemployment and overreliance on the tourism industry. The document provides examples of these impacts and explains concepts like the multiplier effect in tourism spending.
The tourism industry contemporary issuesEsther Price
This document discusses key issues in the contemporary tourism industry. It covers the following topics: globalization and its drivers causing changes in the industry; the importance of knowledge management for tourism businesses; using network analysis to understand the industry as businesses collaborate in networks; characteristics of small businesses and entrepreneurs that dominate the industry; and challenges with human resources management given tourism's labor intensive nature. The objectives are to understand how businesses have responded to these issues and appreciate their impacts on the tourism industry.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
Digital marketing in tourism and hospitality is defined as the use of digital channels to promote a travel, tourism and hospitality related products or services.
This document discusses factors that influence tourism demand, including price and non-price factors. It defines key concepts like tourism demand, demand for travel to a destination, and demand for tourism products. It also explains important demand elasticities like price elasticity, income elasticity, cross price elasticity, and marketing elasticity. The document provides examples and discusses the policy implications of understanding these concepts and estimating elasticities of demand for tourism products and destinations.
This document discusses how digital technology is transforming the tourism industry. It notes that advances in areas like telecommunications, computers, and mobile technology now allow people and businesses to connect, share information, and conduct transactions in new ways. This digital transformation has created a more autonomous tourist who expects personalized service. The tourism sector must constantly innovate using technologies like the Internet of Things, location-based services, artificial intelligence, augmented and virtual reality, and blockchain to remain competitive and support sustainable development goals. A "smart destination" uses technology and data strategically throughout the tourism experience to benefit both visitors and residents.
Tourism marketing involves identifying and satisfying tourists' needs and desires in order to facilitate voluntary exchanges between tourists and tourism organizations. It is concerned with understanding why tourists might visit a destination, which products and services they will choose, how much they are willing to pay, and how they feel after their experience. For organizations, tourism marketing involves determining what to offer, how to price offerings, and when and to whom products should be marketed. Tourism marketing is an economic, social, and managerial process that moves from understanding tourist needs and wants to providing benefits through products, services, and experiences that satisfy tourists.
An introduction to the concept of E - Tourism to beginners and those who want to have an idea about the impact of the integration of ICT with Tourism Industry
This document discusses destination marketing and provides guidance on how to effectively market tourism destinations. It defines destination marketing as a crucial activity to make destinations competitive in the tourism market by improving attractiveness and properly positioning the destination. It also explains that the goals of destination marketing are to promote tourism products related to tourist motivations and provide real value to satisfy customer expectations. Finally, it outlines several key aspects to consider for an effective destination marketing strategy, including developing quality products tailored to niche interests, using a multi-channel distribution approach, properly positioning the destination, and engaging customers through promotional activities and partnerships.
Destination marketing plays a key role in tourism by promoting the image and branding of a destination to attract visitors. The core product being marketed is the destination itself, including its attractions, amenities, accessibility, and perceived image. National tourism organizations in most countries are responsible for destination marketing through promotional campaigns and product development. Their goals are to raise awareness of the country as a visitor destination and maximize long-term tourism benefits. In New Zealand, Tourism New Zealand undertakes destination marketing with the mission of marketing the country as a visitor destination.
The document summarizes key trends in the global hospitality industry, including predicted increases in hotel occupancy rates and revenues. It also outlines several predicted technology trends in the hotel sector, such as greater adoption of wireless charging, robotics, and interactive digital displays. The document concludes by discussing important digital marketing trends for hospitality brands, such as the growing importance of video content, mobile optimization, and social media engagement.
The document discusses market segmentation in tourism marketing. It defines a market and explains that markets can be segmented based on geographic, demographic, psychographic, and behavioral variables. Some key variables for segmenting the tourism market include age, income, interests, activities, and travel motivations. The 4Ps of marketing - product, price, place, and promotion - are also discussed as tools for developing marketing strategies targeted at different tourist market segments.
Tourism and Local Economic Development by Emeritus Professor Harold Goodwin discusses how tourism can be used to improve communities rather than just exploit them. The summary is:
1. Tourism should be used to improve places for residents to live rather than just cater to visitors.
2. Responsible tourism minimizes negative impacts, generates local benefits, and involves communities in decisions affecting them.
3. Unique local characteristics and culture give destinations competitive advantages and help attract visitors interested in authentic experiences.
The document discusses how e-commerce has affected various sectors of the tourism and hospitality industry. It notes that the internet has provided new opportunities for these industries to market and distribute their products directly to customers. Specifically, it describes how airlines, cruise lines, hotels, and rental car companies have established online booking and marketing presences to reduce costs and better serve customers.
Destination Management Organization Overview and Toolkit Presentation to USAIDDavid Brown
A background on moving from competitive clusters to destination management organizations. An overview of the Destination Management Organization Toolkit developed by the Global Sustainable Tourism Alliance for the United States Agency for International Development.
The document discusses the challenge of overtourism, where destinations experience deteriorating quality of life and experiences due to too many visitors. It notes that managing tourism sustainability has been recognized for 20 years, and we now have the term "overtourism" to describe negatively impacted areas. Responsible tourism aims to make places better to live in and visit, prioritizing hosts over mass tourism. Overtourism results from the volume, behaviors, and impacts of tourists exceeding local capacity. Its causes include low travel costs, disintermediation, consumerism, public goods being overused as commons, and distribution strategies focusing on volumes. The tragedy of the commons concept explains how tourism freely rides on local resources without limits
This document discusses the economic impacts of tourism. It covers positive impacts like income, employment, and tax revenue generation. It also discusses negative impacts like cost inflation. The magnitude of economic impacts depends on factors like expenditure volume, development level, and how much spending recirculates locally. Tourism can benefit balances of payments. There are direct, indirect, and induced economic effects. Input-output analysis and tourism satellite accounts are used to measure these impacts. Employment impacts are also measured in various ways.
The document discusses the role of Information Communication Technologies (ICT) in tourism, both currently and historically. It defines ICT and provides examples of technologies used today, such as cell phones, the internet, GPS, and digital media. ICT plays a key role in tourism marketing, operations, and site management. Technologies like geospatial information systems help with tasks like land use planning and monitoring environmental impacts at tourism sites. While ICT is important for tourism businesses, it is best to design systems around business needs rather than letting technology dictate strategy. Rural areas also face challenges in accessing ICT that require innovative solutions.
The document discusses the characteristics of the tourism industry in the UK. It covers:
1) The tourism industry consists mostly of small businesses, though a few large companies dominate certain sectors like hotels, airlines, and tour operators.
2) Most tourism organizations are privately owned, ranging from sole proprietorships to public limited companies, and aim to make a profit.
3) New technologies like computer reservation systems, global distribution systems, and the internet have increased efficiency and accessibility in the tourism industry.
This document discusses an approach to online value management developed by researchers at STI Innsbruck. It aims to enable smaller organizations to fully exploit communication potential across growing online channels in a scalable way. The approach separates content and communication channels, allowing content to be reused across various heterogeneous channels. It distinguishes between yield, brand, and reputation management as aspects of value management with different time orientations and connections to financial goals. The methodology involves developing domain ontologies, a channel model, and weavers to map content to channels for automated dissemination. This separation of concerns is meant to provide reusability and scalability not available in existing channel-centric solutions.
How to-domesticate-the-multichannel-monster 27.11.2012STIinnsbruck
This document discusses the challenges organizations face with communicating through the growing number of online communication channels, which the authors call "the multi-channel monster". It proposes a semantic communication architecture called SCEI that separates content from channels and uses semantic technologies to disseminate content across multiple channels. The architecture provides workflow assistance, implements communication patterns, and integrates crowdsourcing to enable one-click publishing to many marketing channels. It discusses applying this approach to collaboration applications like advertising, customer relationship management, and opportunities/challenges in eTourism.
The tourism industry has experienced significant growth over the past 60 years, with international tourist arrivals growing from 25 million in 1950 to over 800 million in 2005. Technology has played a key role in this growth by reducing geographical barriers through innovations in transportation and communication. Looking ahead, international tourist arrivals are projected to reach 1.8 billion by 2030. Technologies like the internet, mobile phones, and applications are increasingly important for the tourism sector and have transformed how people plan, book, and experience travel. Augmented reality in particular holds great potential to enhance tourism experiences through virtual information overlaid on the real world.
The document discusses the economic impacts of tourism, including both positive and negative impacts. It notes that tourism can generate income, employment opportunities, foreign exchange earnings and GDP growth for host countries. However, it also notes potential negative impacts such as leakage of spending out of the local economy, displacement of local residents, seasonal unemployment and overreliance on the tourism industry. The document provides examples of these impacts and explains concepts like the multiplier effect in tourism spending.
The tourism industry contemporary issuesEsther Price
This document discusses key issues in the contemporary tourism industry. It covers the following topics: globalization and its drivers causing changes in the industry; the importance of knowledge management for tourism businesses; using network analysis to understand the industry as businesses collaborate in networks; characteristics of small businesses and entrepreneurs that dominate the industry; and challenges with human resources management given tourism's labor intensive nature. The objectives are to understand how businesses have responded to these issues and appreciate their impacts on the tourism industry.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
Digital marketing in tourism and hospitality is defined as the use of digital channels to promote a travel, tourism and hospitality related products or services.
This document discusses factors that influence tourism demand, including price and non-price factors. It defines key concepts like tourism demand, demand for travel to a destination, and demand for tourism products. It also explains important demand elasticities like price elasticity, income elasticity, cross price elasticity, and marketing elasticity. The document provides examples and discusses the policy implications of understanding these concepts and estimating elasticities of demand for tourism products and destinations.
This document discusses how digital technology is transforming the tourism industry. It notes that advances in areas like telecommunications, computers, and mobile technology now allow people and businesses to connect, share information, and conduct transactions in new ways. This digital transformation has created a more autonomous tourist who expects personalized service. The tourism sector must constantly innovate using technologies like the Internet of Things, location-based services, artificial intelligence, augmented and virtual reality, and blockchain to remain competitive and support sustainable development goals. A "smart destination" uses technology and data strategically throughout the tourism experience to benefit both visitors and residents.
Tourism marketing involves identifying and satisfying tourists' needs and desires in order to facilitate voluntary exchanges between tourists and tourism organizations. It is concerned with understanding why tourists might visit a destination, which products and services they will choose, how much they are willing to pay, and how they feel after their experience. For organizations, tourism marketing involves determining what to offer, how to price offerings, and when and to whom products should be marketed. Tourism marketing is an economic, social, and managerial process that moves from understanding tourist needs and wants to providing benefits through products, services, and experiences that satisfy tourists.
An introduction to the concept of E - Tourism to beginners and those who want to have an idea about the impact of the integration of ICT with Tourism Industry
This document discusses destination marketing and provides guidance on how to effectively market tourism destinations. It defines destination marketing as a crucial activity to make destinations competitive in the tourism market by improving attractiveness and properly positioning the destination. It also explains that the goals of destination marketing are to promote tourism products related to tourist motivations and provide real value to satisfy customer expectations. Finally, it outlines several key aspects to consider for an effective destination marketing strategy, including developing quality products tailored to niche interests, using a multi-channel distribution approach, properly positioning the destination, and engaging customers through promotional activities and partnerships.
Destination marketing plays a key role in tourism by promoting the image and branding of a destination to attract visitors. The core product being marketed is the destination itself, including its attractions, amenities, accessibility, and perceived image. National tourism organizations in most countries are responsible for destination marketing through promotional campaigns and product development. Their goals are to raise awareness of the country as a visitor destination and maximize long-term tourism benefits. In New Zealand, Tourism New Zealand undertakes destination marketing with the mission of marketing the country as a visitor destination.
The document summarizes key trends in the global hospitality industry, including predicted increases in hotel occupancy rates and revenues. It also outlines several predicted technology trends in the hotel sector, such as greater adoption of wireless charging, robotics, and interactive digital displays. The document concludes by discussing important digital marketing trends for hospitality brands, such as the growing importance of video content, mobile optimization, and social media engagement.
The document discusses market segmentation in tourism marketing. It defines a market and explains that markets can be segmented based on geographic, demographic, psychographic, and behavioral variables. Some key variables for segmenting the tourism market include age, income, interests, activities, and travel motivations. The 4Ps of marketing - product, price, place, and promotion - are also discussed as tools for developing marketing strategies targeted at different tourist market segments.
Tourism and Local Economic Development by Emeritus Professor Harold Goodwin discusses how tourism can be used to improve communities rather than just exploit them. The summary is:
1. Tourism should be used to improve places for residents to live rather than just cater to visitors.
2. Responsible tourism minimizes negative impacts, generates local benefits, and involves communities in decisions affecting them.
3. Unique local characteristics and culture give destinations competitive advantages and help attract visitors interested in authentic experiences.
The document discusses how e-commerce has affected various sectors of the tourism and hospitality industry. It notes that the internet has provided new opportunities for these industries to market and distribute their products directly to customers. Specifically, it describes how airlines, cruise lines, hotels, and rental car companies have established online booking and marketing presences to reduce costs and better serve customers.
Destination Management Organization Overview and Toolkit Presentation to USAIDDavid Brown
A background on moving from competitive clusters to destination management organizations. An overview of the Destination Management Organization Toolkit developed by the Global Sustainable Tourism Alliance for the United States Agency for International Development.
The document discusses the challenge of overtourism, where destinations experience deteriorating quality of life and experiences due to too many visitors. It notes that managing tourism sustainability has been recognized for 20 years, and we now have the term "overtourism" to describe negatively impacted areas. Responsible tourism aims to make places better to live in and visit, prioritizing hosts over mass tourism. Overtourism results from the volume, behaviors, and impacts of tourists exceeding local capacity. Its causes include low travel costs, disintermediation, consumerism, public goods being overused as commons, and distribution strategies focusing on volumes. The tragedy of the commons concept explains how tourism freely rides on local resources without limits
This document discusses the economic impacts of tourism. It covers positive impacts like income, employment, and tax revenue generation. It also discusses negative impacts like cost inflation. The magnitude of economic impacts depends on factors like expenditure volume, development level, and how much spending recirculates locally. Tourism can benefit balances of payments. There are direct, indirect, and induced economic effects. Input-output analysis and tourism satellite accounts are used to measure these impacts. Employment impacts are also measured in various ways.
The document discusses the role of Information Communication Technologies (ICT) in tourism, both currently and historically. It defines ICT and provides examples of technologies used today, such as cell phones, the internet, GPS, and digital media. ICT plays a key role in tourism marketing, operations, and site management. Technologies like geospatial information systems help with tasks like land use planning and monitoring environmental impacts at tourism sites. While ICT is important for tourism businesses, it is best to design systems around business needs rather than letting technology dictate strategy. Rural areas also face challenges in accessing ICT that require innovative solutions.
The document discusses the characteristics of the tourism industry in the UK. It covers:
1) The tourism industry consists mostly of small businesses, though a few large companies dominate certain sectors like hotels, airlines, and tour operators.
2) Most tourism organizations are privately owned, ranging from sole proprietorships to public limited companies, and aim to make a profit.
3) New technologies like computer reservation systems, global distribution systems, and the internet have increased efficiency and accessibility in the tourism industry.
This document discusses an approach to online value management developed by researchers at STI Innsbruck. It aims to enable smaller organizations to fully exploit communication potential across growing online channels in a scalable way. The approach separates content and communication channels, allowing content to be reused across various heterogeneous channels. It distinguishes between yield, brand, and reputation management as aspects of value management with different time orientations and connections to financial goals. The methodology involves developing domain ontologies, a channel model, and weavers to map content to channels for automated dissemination. This separation of concerns is meant to provide reusability and scalability not available in existing channel-centric solutions.
How to-domesticate-the-multichannel-monster 27.11.2012STIinnsbruck
This document discusses the challenges organizations face with communicating through the growing number of online communication channels, which the authors call "the multi-channel monster". It proposes a semantic communication architecture called SCEI that separates content from channels and uses semantic technologies to disseminate content across multiple channels. The architecture provides workflow assistance, implements communication patterns, and integrates crowdsourcing to enable one-click publishing to many marketing channels. It discusses applying this approach to collaboration applications like advertising, customer relationship management, and opportunities/challenges in eTourism.
The document discusses goals for online communication including yield management, brand management, customer relationship management, reputation management, and value management. It describes challenges that organizations face in effectively communicating through multiple online channels and proposes an approach called Engagement 3.0 to provide scalable and cost-effective multi-channel communication support.
The importance of social media marketing as a promotional tool, A case study ...Virginia Sande
This document provides an introduction to a case study on the importance of social media marketing for Eventbrite.com. It begins with background on the growth of the event management industry and how social networks have become powerful platforms for promotion. The main problem addressed is how social media can be used as a promotional tool and how online word-of-mouth affects customers. The document outlines the theoretical framework, including how social media fits into integrated marketing communications and the concept of online word-of-mouth. It then describes the methodology, which is a case study of how Eventbrite uses social networks like Facebook and Twitter.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
The document is a marketing consulting project report for Jaywing by students at Imperial College Business School. It explores trends in paid and natural content and their impact on communication strategies. It finds that both paid and natural content are important at different stages of the customer journey. It recommends that brands focus on content marketing, video marketing, personalization, and platforms like Snapchat and Facebook. The report aims to provide actionable solutions to help guide Jaywing's future strategic decisions.
Skyword Digital Agency of the Future Full ReportSkyword Inc.
The Agency of the Future Report is based on interviews with leading digital agencies. Download the report for access to insights from 15 top digital agencies, and get access to information about the tremendous service delivery and business innovation taking place.
We asked interviewees for their take on the disruptive forces affecting digital marketers today. They told us in their own words about the specific challenges they face. Above all, they told us how these challenges are being addressed and overcome.
Common value management based on effective and efficentSTIinnsbruck
This document discusses an approach for common value management that separates content from communication channels. It aims to enable smaller organizations to effectively manage their online reputation, brand, and yields. The approach distinguishes information models, communication models, and mappings between them. This separation allows information to be reused across multiple channels, increasing scalability. The goal is to automate much of the multi-channel communication process to reduce costs and handle communication at the speed and scale of modern online platforms.
This document presents a proposal for designing a mobile application to enhance personal travel experiences by utilizing information from social media. The goals are to 1) design and deploy a user-friendly application and 2) collect user data to demonstrate that the application positively impacts travel experiences. Key objectives include connecting the application to social media to extract travel information and enable personalization. The document outlines the background on how mass media influences travel decisions. It proposes hypotheses that the new application functions will enhance travel experiences by providing personalized recommendations and trip planning assistance based on social media data.
Comparative study between conventional marketing and E marketingUsman Khalid
This document provides an overview of the effectiveness and application of e-marketing in Pakistan compared to conventional marketing. It discusses how companies in various industries in Pakistan, including airlines, banking, and garments, are utilizing e-marketing techniques like websites, emails, mobile apps and social media to engage with customers and conduct business online. While conventional marketing is still widely used, more companies are recognizing the benefits of e-marketing in terms of lower costs, greater convenience, and ability to target broader audiences.
Social Media in European Hotels: Beneficts and main ChallengesDavid Vicent
This document summarizes a study on the use of social media by hotels in Europe. The study found that review sites and social networks were the most commonly used social media tools among the 312 European hotels surveyed. The main benefits identified were improved brand perception, increased customer feedback, and engagement. However, implementing social media also presents challenges for hotels. The study aimed to provide empirical data on social media use, examine how hotel characteristics relate to adoption levels, and explore the key advantages and disadvantages faced by hotels in using social media.
The Effects of social media networks in the hospitality industry.pdfHernanKlint
This document discusses a professional paper written by Wendy Lim that evaluates the effects of social media networks in the hospitality industry. The paper provides a literature review on social media marketing and its benefits for the hospitality industry. Specifically, it discusses how social media allows companies to increase brand awareness, improve customer service and monitor brand reputation. While social media provides opportunities, it also poses risks if negative information is shared online. The paper aims to evaluate whether social media is an effective marketing tool for the hospitality industry and provide recommendations.
This document is a student assignment submitted by Mertcan Karabuk to Dr. Donovan McFarlane for a course on delivering superior customer value. The assignment provides a review and critique of an article titled "Social Media and eCRM as a Prerequisite for Hotel Success." The summary highlights that the article discusses how hotels can use eCRM systems and social media to increase customer satisfaction and revenue. It also notes that customers now research hotels online through reviews and promotions, so an optimized website is important for hotels. The student provides recommendations for hotel managers to actively engage on social media and optimize their online presence to attract more customers.
The document discusses a study on the impact of social media-based marketing on retailer turnover in Polokwane, South Africa. The study tested three hypotheses: 1) that digital marketing increases retailer turnover, 2) that retailers view digital marketing as a viable tool, and 3) that retailers use digital marketing. Through questionnaires, the study found that social media marketing had a positive impact on turnover and that most retailers used social networks and saw it as an effective marketing approach. The study recommends that retailers integrate social media marketing and continue using social networks to strengthen their brands online and impact turnover positively.
This course provides an introduction to internet marketing and how organizations can use digital technologies to support their marketing activities. Students will learn about key concepts like how companies are moving beyond static websites to build relationships through dynamic content. They will also explore how the internet is used as a communication, distribution, and relationship building tool. The course involves lectures, tutorials, a group project, individual assignment, group presentation, and final exam. Students must attain a grade of C or higher to pass.
Leading without frontiers: A visual storyKarina Leal
When opportunity knocks, how will you respond?
How to find your future by focusing on new drivers of business value
Society has become increasingly technologically mediated. The role of ubiquity has never been more important. The design process helps mediate the relationship between practical function and how technology works within a society. Helping people and businesses to do what was previously impossible.
With the pace of change accelerating in society today, how do businesses prioritize, organize and execute new and innovative drivers of business value?
I’d like to share a visual story with you that provides business leaders with insights and true stories from the cutting edge across multiple industries, and an approach to help rapidly shape and deliver their digital strategies to gain a competitive advantage from technology.
Leading without frontiers: A visual story
Authored by Roy Sharples, with contributions from Fred Warren and Phillip Joe, Leading without frontiers offers Microsoft Enterprise Strategy’s contemporary perspective on:
• Why the pace of change is accelerating in society today
• Businesses and public services that have been re-imagined by using technology creatively
• How to envision and deliver innovative solutions with impact
• Tools & techniques for complex problem solving
• The case for change
• Fostering the right leadership style to lead without frontiers
The Microsoft Enterprise Strategy team provides unparalleled technology expertise to accelerate business outcomes. As experienced facilitators who have helped organizations across most industries achieve technology-enabled business change, we are here to ensure you are positioned for a successful future.
The document discusses potential threats of online marketing. It begins with an abstract on social networks and how they allow sharing of interests and reviews of products/services. While social media marketing is still developing, it holds potential success for businesses if integrated carefully. The document then discusses advantages and risks of social media marketing. It aims to identify potential online marketing threats and recommend ways to overcome existing and future issues.
Take a look at this samples and find information on assignment on marketing management. If you want to see more, go to https://www.mbaassignmenthelp.org/mba-marketing-assignment-help/
The Effectiveness of E-Advertisement towards Customer Purchase Intention: Mal...IOSR Journals
The primary objective of this study was to examine the effectiveness of E-advertisement on customer
purchase intention. Beside, this study examined the effect of mediating and moderating demography factors on
customer purchase intention in Malaysia. Data from 570 respondents with previous experience on online
purchasing products and services were collected. To do so, SPSS 19 was applied to analyze the collected data.
Our findings revealed that service quality, social network and brand recognition can highly influence
customers’ perception toward web-based advertisement. Consequently, consumers who are more optimistic in
web-based advertisement (E-advertisement) have most likely higher intention to online purchase. In other
words, the effectiveness of E-advertisement is undoubtedly highlighted in this study. Besides, the results of this
study showed that the demography factors cannot mediate the customer perception toward advertisement nor
the effectiveness of E-advertisement toward customer purchase intention. On the basis of our results, companies
must stress the intrinsic attributes of online advertisement to attract highly-involved consumers and must
present a benevolent corporate image for consumers.
The document discusses strategies for hotel marketing in the digital age. It suggests conducting primary research to identify potential corporate clients and gather their contact and social media information. Hotels can then follow relevant social media accounts and use tools like RSS feeds to stay updated on clients and local business news. The tone and types of engaging content hotels post must match their target audience. While social media helps build brand awareness, its main benefits are customer service, engagement and developing long-term customer loyalty.
This presentation discusses business development and management at Hilton International hotels. It introduces the topics, then examines Hilton's business development activities including prospecting, networking, and awareness building. It also analyzes Hilton's marketing approaches like customer awareness, brand awareness, and strategic partnerships. The presentation further discusses using Ansoff's growth matrix and the business objectives and functions of business management at Hilton. It concludes by recommending ways to improve operations and business development performance at Hilton International.
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2. Table of Contents
Introduction ................................................................................................................................ 1
Literature review......................................................................................................................... 1
Case study.................................................................................................................................7
The social media: findings and discussion.............................................................................. 15
Mobile technology .................................................................................................................... 17
Conclusion and recommendations .......................................................................................... 18
References............................................................................................................................... 19
3. 1
Introduction
Social media is the most influential medium of communication in recent years. The
development of social media has been playing a crucial role on the hospitality
industry in United Kingdom as well as in the world. In this assignment the
developments of social media on hospitality industry will be discussed. This
assignment will mostly focus on the literature review and the case study. To do the
report, a London based small restaurant named Riding House Café has been
selected and the use of social media by the restaurant to carry on its regular
business functions in the hospitality sector.
Literature review
ICT and Website in Tourism and Hospitality Sector
Online reservation systems are one of the greatest implications of ICT on tourism
and hospitality sector. Major firms like Expedia, Thomas Cook, and medium and
small sized tourism and hospitality firms’ focus on ICT and Mazoor (2010) focused
on the importance on owning an official website. Malten Hall Country House Hotel
focused on the importance of website, and its design and evaluation for small
hospitality companies is another issue as the website makes the first impression.
Special offers, wide range of freebies can be offered on the website. The
compatibility of the website for various users and screen sizes also determine the
duration of visit in the website.
Internet and small hospitality companies: In tourism and hospitality sector
communication practices, facilitation of sales, marketing practices, etc. are affected
by the internet. Triphal Indian Cuisine stresses on the development of online based
businesses with the help of internet. The firm thus stressed on the use of internet
related technologies have contributed to the introduction of Electronic Point of Sale
(EPOS) and Payment Management System (PMS). Internet also contributed to the
reduction of operating cost, convenience for customers, and speed transaction.
4. 2
Development of the global distribution system (GDS) and computer reservation
system (CRS) has helped the tourism and hospitality sector to boom. Involvement of
multinational players like the hotel chains and airline companies has also facilitated
the development. ICT has facilitated the site development, marketing, operations,
customer services, and monitoring of the industry.
Tourism distribution channels: Tuten and Solomon (2013) claimed that tourism
distribution channels are the traditional and the sophisticated means of providing
tourism services to the respective users. One of the most traditional and common
distribution channels is following here:
Figure: Traditional tourism distribution channels
Source: Buhalis, 2003.
Different travel agents work as the intermediary to have an uninterrupted tourism.
This traditional distribution channel shows that the most common means of
networking and conveying information are the telephone, fax, and mail.
But with the advancement of the modern technology, according to Moutinho (2011),
the means of communication have changed. People use telephone as well as social
media for communication. The most common mean of communication and channel
of communication are through personalized website developed by the tourism firm.
5. 3
New technologies and tourism and hospitality industry: With the blessings of
immense development in technology, the tourism industry is also reaping the
benefits of the development. The centralized reservation system (CRS), time and
attendance software, automated phone services, etc. are the most common
technologies being used in the tourism and hospitality industry, Mihalic and Buhalic
(2013) focused.
The industry has been benefiting a lot from the recent development of those
technologies. The benefits that are being reap by the industry are saving times,
labour, controlling the quality, enhancing customer satisfaction, ensuring health and
safety, ensuring security, etc. The invention of new technology has made it easier for
the firms in the hospitality industry to reduce their marketing cost and by this way;
they have been able to concentrate more on enhancing the quality of the services.
As a result, the overall impact has been seen in the whole hospitality industry.
Social networking and hospitality sector: Social media websites are the most
used means of communication in recent years. Facebook, Twitter, Skype, LinkedIn,
Yelp, Bing, and other social media are determining the success of the tourism and
hospitality industry. Social networking is helping the tourism and hospitality industry
in many ways. These ways are following here:
Advertisement via friends: It is a most common means of advertisement. If the
services of a particular restaurant or hotel are satisfactory to a customer, it will act as
the word of mouth. Many firms have accounts in social media sites. The advertising
costs of the firm reduce significantly, Mihalic and Buhalic (2013) stressed on the
issue that if the advertisements can be done with friends. Word of mouth plays the
most crucial role in the tourism and hospitality industry. If the firms in the hospitality
management have been able to promote their brand value over the social networking
sites, then they will be able to draw mass attention of the customers.
Promotions: Different promotional services of firms are conveyed with the help of
social media channels. Pie Crust restaurant of London stress on the issue of social
media for their promotions. These promotions and special deals cost nothing for the
firm. Customer loyalty has been created with these free promotional activities. Social
networking sites are the most inexpensive means of promoting business strategies
to attract the mass customers. Again lots of promotional activities can be run through
6. 4
the social networking sites and they are the best way to introduce the new services
or products and through these social networking sites, the firms can get instant
review from the potential customers and customize the offerings according to the
reviews from the potential customers.
Customer service: To upgrade and personalize the customer service, firms
belonging to the hospitality industry are using the social media channels. By
rewarding the customers for linking to the social media channels, hotels and
restaurants are reaping the benefits of free advertising. Allora Restaurant of
London focused to providing lower cost foods and thus greater customer service.
Social networking sites enable the firms in the hospitality industry to provide 24/7
customer service and satisfy all the queries of the customers regarding the services
and products. With the help of the information technology, the firms in the hospitality
industry can promote their services and products to satisfy customers’ need.
Customer reviews: Customer review is the most significant contribution of social
media. Now people visit to those hotels which have higher grade given by the
customers visited there. Customer reviews are considered as the most important tool
to apologize, explain, and steps taken to address the problems. La Trompette
Restaurant, a medium sized restaurant in London from France, often focused to get
the customer reviews on the service provided. Thus social media helps to get rid of
problems running in the firms in the hospitality industry (Valacich and Schneider,
2013). The customer review options offered by the social networking sites help the
firms in the hospitality industry to understand what the customers think about their
services and products and then they can redesign their services and products
accordingly.
Social networking and search engine optimization for hospitality firms: Search
engine optimization is the process of affecting the visibility of a particular website to
the people. Social media directly affects the business’s search engine optimization
efforts and at the same time search engine influences the presence in the social
media. Search engines have begun to incorporate the social signals; likes from
Facebook, retweets from Twitter, etc.
Though search engine optimization is highly focused on content, website
architecture, and linking, in recent year social media has turned the focus on the
7. 5
identity, relationships, and content. Social media helps in amplifying the content
marketing efforts. Social media also have a larger and indirect impact on the overall
performance of search marketing efforts as social data is used to inform content
marketing strategies.
Valacich and Schneider (2013) stressed on the issue that keyword strategy is
another contribution of social media to the search engine optimization by which the
conversations in social media are accumulated to inform keyword strategy. Social
media helps determining what the customers want and where the preferences of the
customers belong.
Different social media and their application in the hospitality industry: There
are a lot of social networking sites that are used by firms belonging to the tourism
and hospitality industry. Most used sites are Facebook, Twitter, LinkedIn, Google
Plus +, Instagram, Vine, etc. The application of these social networking sites is
following here:
Facebook: Facebook is the most popular site for sharing the ideas, emotions,
feelings, etc. Facebook offers opening of pages for firms which can be liked by the
followers. The followers will get the notifications if the admins of the page change the
status, picture, etc. Mihalic and Buhalic (2013) states this is most common and most
popular means of communication and advertising for firms in the hospitality industry.
Almost all firms, from small to large, have Facebook pages which are frequently
updated. As it takes very little amount of cash outflow to make promotion and
customer service over the facebook pages, now a days, it has become one of the
most popular means of social networking sites. The facility to upload pictures and
videos in the facebook pages help the firms in the hospitality industry to promote
their services and products to the potential customers. Again they can get instant
reviews from the customers about the services and products that the firms are going
to introduce in the market. On the basis of the likes and comments, the authority can
restructure their business strategy accordingly.
Twitter: Twitter is another social networking site which is popular for micro
messages. This site also allows pictures to upload. “Retweeting” helps to spread out
the message to a large number of people. Firms belonging to the hospitality industry
use twitter to deliver their offers to the customers and followers. They also upload
8. 6
photos of their menus and recipes. Twitter is the most used social networking sites in
the information and communication technology. With the help of the twitter, it is
easier to create buzz in the social networking area.
Vine and YouTube: Vine is a popular site for watching videos so as the YouTube.
The two social sites are open to all and the users of those sites can watch the videos
without any cost. Firms belonging to the hospitality industry use these sites to upload
the videos of their activities and the services they are offering to the customers. The
video upload facilities of the above two social networking sites, help the firms to
upload their products and services that they are going to introduce in the market and
from the comments of the videos and reviews of the followers, the authority can
redesign their services and strategy.
Instagram: Instagram is a very popular site for sharing the photos. Hospitality
industry and the firms in the industry use the social site to make the customers
aware about the services and the products being offered to them in the form of
photos. This most popular site for sharing pictures in the social networking sites
helps the firms to promote their products and services internationally and create a
buzz in the social networking sites.
Mobile technology as a catalyst of social media in hospitality industry: Mobile
technology is the key player for the recent development of the social media.
Smartphones, 3G and 4G networks help to flourish these social networking sites. So,
in an indirect way, mobile technology helps to flourish he hospitality industry
(Valacich and Schneider, 2013). As all most all the social networking sites can be
used through the smart phones and with the fastest internet facilities provided by the
network service providers, the firms are now concentrating more on using marketing
campaign over these social networking sites. Again it is very cost effective to use
social networking sites through cell phones and this feature of the mobile technology
has been picked by the firms in the hospitality industry and this has become a trend
in the industry.
The future of distribution is following here with the help of a graph. This graph shows
that internet is the key reason why service based firms are leading in recent years.
Social media has come out first in the competition. Reviews from people are
seriously accepted by a potential customer who wants to visit the restaurant or hotel.
9. 7
Direct promotional activities adopted by firm and the mobile technology will also
determine the future of service based industries.
Source: Mazoor (2010)
Case study
Riding House Café is a London based small restaurant which offers foods for nearly
50 people at a time. This firm has the experience of operating the business for
almost 10 years. Riding House Café is though a small restaurant in the hub of
business, the firm is very active on social media like Facebook and Twitter.
Case study methodology
In analysing the extent of social media use, qualitative data methodology will be
used. Qualitative data methodology focus of facts not figures. The rationales behind
the use of qualitative data methodology are the ease of data collection, non-
availability of numeric data, and time constraints. This methodology of data analysis
is mostly effective in conducting the exploratory research. Here, exploratory research
is conducted.To analyse the developments of social media on hospitality, the case of
Riding House Café will be discussed and related.
Riding House Café has their own personalized website which has many contents.
The website of the firm gives ins and out about all the menus that are being offered
10. 8
by the hospitality firm. For example: The menus that are being offered are
categorized under different heads. These are breakfasts, lunch and dinner, Saturday
brunch, Sunday brunch, desserts, cocktails, and wine. The personalized website of
Riding House Café also paves the way to get reservations and the ways to be
reserved.
Figure: Website of Riding House Café http://www.ridinghousecafe.co.uk/
Source: Ridinghousecafe, 2014.
Again, their website is very user friendly as anyone having little knowledge about the
information technology can use their website easily to get their desired information
from the official website of the restaurant. The most important part of their website is
that it contains detail information about each and every service that they offer to their
most valuable customers in running their day to day business functions. As the
website uses English language for the communication purposes, English being a
lingua franca, most of the customers can get their desired information easily from the
website. With the share options embedded in the website, anyone can share the
attractive part of the website to the most popular social networking sites like
facebook, twitter and even the users can email the contents to others. Reservation
option of the website helps the customers to reserve their desired table over the
website. Here the authority gives opportunity to reserve tables through online for
maximum of 6 dinners and also if any customer does not find desired table then
11. 9
there is opportunity to contact with the authorities over the telephone to get the right
table. Again for bookings exceeding 7 there is option to contact with the Events team
through official email and telephone. All the options included in the website helps the
Riding House Café to interact with their both existing and potential customers.
Riding House Café is very active in social media especially in Facebook and
Twitter. In Facebook the hospitality firm has a rating of 4.3 by the visitors. The firm
has 2.7k likes in Facebook. The number of visits at the restaurants who posted this
on the Facebook is around 25k. These figures indicate the firm is highly involved in
Facebook. The people visiting Facebook will give the review on the foods and
services and thus will ensure the involvement of the people in the industry.
Figure: Facebook page of Riding House Café
Source: Facebook (2014)
The Riding House Café uses the facebook as one of the most useful means to
make social networking with the existing and potential customers. If the official
facebook of the Riding House Café are seen then it can be said that they post on
regular basis in their facebook page to make inform the potential customers about
12. 10
the various types of foods that they offer along with all the facilities that they offer to
their most valuable customers. Again they use facebook page as a way to build
customer loyalty and make a social branding of their restaurant. They often post food
items with pictures which helps the customers to compare the items provided by the
Riding House Café with the other similar types of competitors running business in
the industry. Again anyone can get immediate reply from the authority on their
queries by making posts in their facebook page and this helps the Riding House
Café to remain connected with the customers all the time and make a long time
relationship.
Riding House Café is also highly active in Twitter. The firm has an enriched page in
Twitter which has some followers. The firm has been tweeting since the opening of
the page at the social networking site. At present they have made 2,534 tweets,
uploaded 252 photos/videos, following 542 and have around 6,000 followers over the
twitter. A snapshot of the page on Twitter is following here:
13. 11
Figure: Profile of Riding House Café on Twitter
Source: Twitter (2014)
By using Twitter, they can easily inform their existing and potential customers about
they are offering to enhance the value of the customers. Again they get connected
with the customers by retweeting to the enquiries of the followers about any service
that they offer.
Instagram is a popular site for uploading photos and videos. Riding House Café is
also active in this popular social networking site. In this social networking site Riding
14. 12
House Café periodically posts and the firm has almost 12k followers on the site. A
snapshot of the activities on Instagram of Riding House Café is provided here:
Figure: Profile of Riding House Café on Instagram
Source: Instagram (2014)
Vine is a popular site of video sharing. In this social networking site Riding House
Café is also active. Riding House Café has uploaded 6 videos on the site. The firm
is doing their marketing with the help of this social networking site. It is easier to
judge any food item from the video instead of still picture as the real condition of the
food can be got from the video and by using Vine; the Riding House Café has given
opportunity to its existing and potential customers to compare their food items with
those of the competitors. A snapshot of the site is given here:
15. 13
Figure: Vine account of Riding House Café
Source: Vine (2014)
Third party sites
Third party sites are parties that give reviews to the visitors according to some
criteria. For the case of Riding House Café, the review of third party site is not
either good or bad. The restaurant got average grade.
16. 14
Figure: Third party reviews of The Riding House Café
Source: Tripadvisor (2014) http://www.tripadvisor.com/Restaurant_Review-g186338-
d2087849-Reviews-The_Riding_House_Cafe-London_England.html
Figure: Third party reviews
Source: Google (2014)
17. 15
The firm is ranked at 2642 position as ranked by third party site, TripAdvisor. So,
according to the third party sites, the visitors are not so much motivated to visit the
restaurant.
Rating based on evaluation
In evaluating the aspects of e-tourism the following rating can be given based on a
scale of 10.
Particular aspects Rating out of 10
Use of internet 8
Use of social media 7
Mobile technology 5
As the firm is focusing on the use of internet as a means of communication and
distribution, the performance can be considered as good. That is why a rating of 8
out of 10 is a good one.
The extent of social media use for communication and distribution as well as
branding is good but not that much excellent. Hence, a rating of 7 out of 10 is
preferred here.
The firm has no dedicated mobile application and they currently have to plan to
develop a featured application. So, the performance can be said poor.
The social media: findings and discussion
Social media has had significant impact on the tourism industry so as the hospitality
industry. For the selected firm in the hospitality industry, the study shows that
besides social media, internet, mobile technology, direct approach of the firm, and
many other factors lead to the development of the industry so as the firm.
From the above case study of the Riding House Café it can be said that the
restaurant is using all the social networking sites to derive maximum utility from
those sites and also they use these as a mean of building customer loyalty and
brand value in the hospitality sector. From the case study of the Riding House Café,
it can be said that the authority is giving maximum attention to develop their official
website to maintain contact with the existing and potential customers. Their official
18. 16
website contains all the necessary information that the prospective customers will
need to satisfy all their queries about the services of the restaurant. The customers
can find the menu, the food items, the price list, the schedule and also make online
reservation by using the website.
Again with the use of the facebook, the Riding House Café authority is also making
close contact with the prospective and existing customers and satisfying all their
needs related to the firm. The number of likes and visitors by the facebook users
make it clear that the Riding House Café has been successfully using the facebook
in building their brand value. But in comparing with other similar types of the
competitors in the sector, the number of likes of the facebook page is lower and here
the authority of the Riding House Café should give maximum concentration. As it is
a quickest way to reach maximum customers and also a cost effective one, they
should conduct most of the marketing strategies over the facebook page and make
close contact with the customers. The authority should make more communication
over the facebook page and they should also keep in touch with the customers 24/7
through the facebook page. Here they can make more posts regarding what they are
offering in the value creation process of the customers. Exclusive offers along with
the photos and videos may attract the potential customers and they also become
able to know more about the restaurants. Facebook users from all over the world can
be able to know about the Riding House Café through the activities of the
restaurants from their facebook page and as a result, the restaurant will be able to
enhance their international brand value.
Again along with the activity of the facebook page, the Riding House Café is also
carrying its social networking activities through twitter and in comparison to
facebook, they are quite successful to maintain their social networking in twitter as
they have more followers in the twitter than the likes of facebook. In a regular basis,
the authority is posting about what is going on in their restaurant along with all the
offers that they have designed to enhance the value of the customers. They are
retweeting to the posts of their followers and this helps the authority to make close
contact with the followers over the twitter.
19. 17
Mobile technology
Riding House Café has not developed any mobile app yet and the firm has not
considered developing a app. The dedicated app is expected to be developed later
and it will bring all the ins and outs of the firm.
Mobile technology focuses on the use of modern technology in calling, data
transmission and data analysis. In terms of the selected hospitality industry is has
found that mobile technology has have significant use on the firm. It has discussed
that smartphones, 3G, and 4G networks are contributing a significant growth in the
hospitality industry.
Now it has become very popular to use mobile apps to make communication with the
valuable customers of any firm operating its business in any industry. All the social
networking sites can easily be used by using mobile technology as with the invention
of smartphones and superfast internet facilities have paved the way to make a robust
social networking with the prospective customers.
As the Riding House Café is conducting its social networking through various types
of social networking sites like facebook, twitter, vine, instagram etc. and as all these
social networking sites can be accessed through cell phones, the authority can make
a robust campaign by using these social networking sites.
Overall comment
Riding House Café is utilizing the rapid development of ICT sector. They are using
the social media as means of their marketing. Tourism distribution channel is used
by Riding House Café. The firm is exploiting the benefits of social media. This is a
great similarity that has found in doing the project. At the same time it has found that
the extent of use of all the social media is not so much high. They are active in
facebook and twitter but not that too much active in other social networking sites. It
has found that the use of internet is high in the case of Riding House Café. Another
similarity that has found in doing the report is use of direct distribution followed by
the firm.
20. 18
Conclusion and recommendations
Social media is the most emerging phenomenon in developing industries of all types.
Being a service based industry, tourism and hospitality industry is highly affected by
the emergence of the social media. Social media helps tourism and hospitality
industry to make their promotions through words of mouth and free advertising on
internet. Without incurring significant costs in the marketing and promotional efforts,
firms belonging to the tourism and hospitality industry are using the social media as
an effective and efficient tool to run the promotion of the business. Mobile industry
and technology is helping in this regard a lot. Due to the introduction of the
sophisticated phones and 4G networks people now have easy access to the internet.
In this regard mobile technology is playing an indirect role. The following
recommendations can be made from the above analysis:
Social media collectively and indirectly is affecting the business especially the
tourism and hospitality industry.
Organizational success is now being determined by the engagement of the firms in
social media. Facebook, Twitter, Instagram, etc. are now widely used as means of
networking and communication.
Service industry is highly influenced by the involvement of the firms in the social
networking sites. Word of mouth, free advertising on social networking sites, free
review on the networking sites, etc. are the major benefits of use of the social
networking sites.
21. 19
References
1. Buhalis, D. 2003. eTourism; Information Technology for Strategic Tourism
Management. Prentice Hall.
2. Bowen, A., A. Lockwood, and P. Phillips 2003. Identifying Core Capabilities in
Hospitality, Leisure and Tourism Industries: A Contingent Approach. In The
British Academy of Management Conference Proceedings, edited by S.
Parkinson and J. Shutt. Leeds, UK: Leeds Metropolitan University
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