The Impact Of Social Media And Mobile Technology On Hospitality Businesses – A Case Study Analysis

Literature Review

Social media is the most important and significant part in technology. In today’s world, social media has acquired the entire marketing strategy (Ye et al. 2014). Any industry is marketing their products with the help of social media. Hospitality is one of such industries that utilize social media for their marketing and the strategies utilized by them are widely accepted by the customers (Murphy 2013). The travel technology is the application of information and communications technology and information technology in the industries of hospitality, travel and tourism. Travel means locomotion and thus travel technology is solely associated with computer reservation system or CRS. One of the most important forms of this travel technology is flight tracking (Pantano and Di Pietro 2013). Online flights could be easily tracked with this technology and both the clients and the administrators can track the flight details. Due to the enhancement of technology in the technological world, travel and tourism industry has reached to extreme height. E tourism is one of the broadest concepts in travel industry. It has transformed the entire of tourism globally. Information and communications technology or ICT is responsible for this transformation (Ku and Chen 2015). The business strategies, the practices and the travel industry have changed structurally. In the year 2000, emphasis was given on the development and growth of larger series of services and instruments, which facilitate an interaction within the market leaders internationally. The growth of all the transport capacities, network speed and searching engines solely influence the total number of tourists in the entire world, which utilize technology for the purpose of documentation and planning the journeys. It has been noticed in a research that more 65% of the total bookings is done via Internet in all over the world (Aitchison et al. 2014). In addition, the statistics of visiting to the travel agencies or travel agents can gone down to almost 24%. The major reason of this lowering percentage is the time schedule. Clients or tourists have to visit to the travel agency or travel agent for booking their trips. This often becomes a major issue, as time may not match with the travel agent (Werthner et al. 2015). The majority of this society has accepted a fact, which influences the growth of Internet on the behaviour of customers. This influence even manages the marketing models throughout. E tourism has grown and gained success due to the enormous growth of social media. The strategies that are taken for making E tourism successful are due to the social media (Laroche, Habibi and Richard 2013). The advertisement is done properly and the customers can easily know about the company without any complexity.

The following report outlines about a brief description on a popular restaurant of London, namely, Big Easy (Varfolomeyev et al. 2013). This restaurant is located in Canary Wharf, which is major district of central business that consists of a wide residential, entertainment and commercial and also private estate in the Greater London (Kaján and Saarinen 2013). Big Easy is considered as one of the most important and significant restaurants in London that serves multi cuisine food to its customers. This report describes about the hospitality business of Big Easy and provides relevant details (Dickinson et al. 2013). The report also evaluates the current social media strategy of this organization for discussing the important factors. A social media strategy is also developed here. The report further discusses about the literature review and detailed evaluation of the present social media strategy.

According to Ye et al. 2014, the customer or the tourist appeals maximum on the sites of the hospitality or touristic and travel information and even to those sites, that allows bookings for the purpose of transport as well as accommodation services. Therefore, the tourists will have various expectations from these website services. These expectations mainly include the security, the informational contents, the utilization facility, the utility and even the rapidity within personalization and operations (Agarwal et al. 2013). The hotel keepers always re evaluate these websites periodically for ensuring themselves that these hotel keepers are extremely useful and efficient to their customers. Furthermore, various studies imply that the design of any restaurant or hotel website usually leads to the profit or loss of 50% sales. As per Andersson and Lundberg 2013, the most important area is to make the information of any particular hospitality business more accessible on the Internet. The websites of all the restaurants or hotels have acquired the strategy of social media and are solely marketing their products and services by them.

Stylidis et al. 2014, state that mobile technology is the major and the most significant part in social media strategy. The enhancement and advancement of mobile technology has opened the doors of hospitality businesses. The hospitality industry should be aware of the fact that any specific market segment that is formed of individuals with various types of disabilities or elderly people is incrementing day by day. Therefore, the assistant technologies act as the typical vocal browsers that offer the high degree of assistance to each and every customer, who usually access their information online. According to Ekinci, Sirakaya-Turk and Preciado 2013, the information related to demographic order or geographic location or anything that is regarding to the life style is extremely important in creating stereotype for the clients. If at any particular moment, it was taken into consideration that selecting a restaurant or hotel depicted the common alternative of the senior people in a typical family; according to current research, it has been revealed that the children or young adults in this process play the most important role (Carlisle et al. 2013). Therefore, the managers of all hospitality businesses who aim the young generation should offer, utilizing the means of online, a content as sufficient as possible for these people, such as various interactive games for attracting these types of people to visit their websites.

In the present situation, the various electronic networks are broadly utilized for the purpose of collaborations and communications within the organizations. Most recently, few of the top technologies were solely recognized and they would have a vital effect on the future hospitality industry. Coles, Fenclova and Dinan 2013, state that these particular technologies majorly offer creativity and innovations about the connecting equipments as well as the software, which allow all the companies a healthy communication between the customers and the partners. These communications via the computer network enable the partners in interacting in any suitable way about the cost and time. As per Croce and Perri 2017, the ontology, which depicts a specific series of various concepts in any domain and also the relationships within all these concepts, enabled for constituting the mediation systems, which become successful in translating this information to their partners and, therefore, it solely helps to contribute for the efficiency of any electronic communications. The typical multimedia technology became one of the major development domains and it also influences the industry of hospitality. According to Moreno et al. 2013, the hospitality, as all various activities in the field of tertiary sector, requires a widespread hold up by utilizing this multimedia representation for the purpose of offering an image or any substantial experience to the client.

Social media has several important advantages that has made it extremely popular and accepted by all in the entire world. Social media helps to connect with the rest of the world and thus, marketing could be done easily (Kaján and Saarinen 2013). Moreover, the cost or expenses of social media is extremely low and can be afforded by all customers. The major advantages of social media are as follows:

1. i) Increment of Brand Awareness: This is the most crucial or important advantage of social media. Social media helps to provide cost efficient digital marketing methods for syndicating the content and thus increasing the business visibility. According to Tuten and Solomon 2017, implementation of social media strategy in any hospitality business greatly increments the brand recognition as it involves most of the customers. It has been noticed that more than 50% of the total annual sales in hospitality business is due to social media strategies. 91% of all of the marketers claim that the efforts on social media have solely increased their exposure to the rest of the world. As per Stelzner 2014, this brand awareness of any industry is very important for the small and medium hospitality industries, as it does not require other types of awareness (See Appendix A).
2. ii) More Inbound Traffic: This is the second important advantage of social media. When business is advertised on social media, the inbound traffic of the industry is increased. According to Miller 2013, as the inbound traffic is increased, more customers or clients are attracted to the business. This also increases the brand loyalty. It is nearly impossible to reach out to the customers or clients if social media is not utilized by the hospitality business. There is a marketing mix of several contents present on the website and it the most important opportunity to acquire new customers in the business. As per Ashley and Tuten 2015, social media is a specific melting point of various kinds of people with several types of behaviours and backgrounds. These people have different taste and different thinking. Thus, it is the amalgamation of various people and the way to get versatile group of customers.

iii) Improvised Search engine Rankings: The third important and the most significant advantage of social media are the improvised search engine rankings. Kaur 2016, states that most of the effort of any hospitality business is provided to the post for achieving success. The search engine optimization is extremely important for achieving rankings of higher page and thus obtaining inbound as well as outbound traffic in the website of the hospitality business. According to Chaffey 2016, although social media never directly increment the rankings of search engine, the Social Media Examiner mentions that over 58% of the total marketers who had been utilizing social media for at least one year need to improve their rankings of search engine. Different types of contents like blogs, business information, case studies, info graphics and many more help any particular hospitality business to grow or develop their social media website. As per Vinerean et al. 2013, it even makes the profile of social media more credible and intriguing.

iv) Higher Conversion Rates: The fourth advantage of social media marketing is high conversion rates. With the increment of visibility, any business gains most of their opportunities for the purpose of conversion. Every blog post, images, videos, or comments would lead its viewers to the website of the company and thus increment their traffic. Scott 2015, states that social media marketing enables all the hospitality businesses in providing a positive impression via the factor of humanization. When the brands are interactive with the customers by simply sharing their contents, commenting, and even posting statuses on the social media, it humanizes any brand. People usually prefer to do their business with any other people, and not with companies. As per Hays, Page and Buhalis 2013, over 51% of marketers have claimed that when excess time is taken for developing relationships with their customers has always given positive result in sales. Moreover, this is one of the best ways for increasing outbound marketing. When any particular brand is online and replies the queries of their customers in a timely manner, customers follow the account of that brand and thus, the credibility of the business is trusted.

1. v) Better Customer Satisfaction: Customer satisfaction is again one of the most important advantages of social media strategy. In the hospitality businesses, customer satisfaction is the first priority over all. As per Dahnil  et al. 2014, if the customers will not be satisfied with the products and services, it is needless to mention that the business will suffer losses. Social media is a typical platform for communication and networking. These types of platforms are nothing but a creation of a voice for the organization. According to Constantinides 2014, customers solely appreciate after knowing that whenever they post comments on the particular pages of the organization, they would be getting a personalized response and not an automatic message. Each and every customer interaction on the social media accounts of the business is an excellent opportunity to demonstrate their concern for the clients. As per Luo and Zhang 2013, a brand loyal to the customer satisfaction, which takes time for composing personal messages, would intrinsically be viewed in positive light, even when they are responding to the complaint of a customer.
2. vi) Cost Effective: The next advantage of social media is its cost effectiveness. It is extremely cheap and can be easily afforded by all individuals. Felix, Rauschnabel and Hinsch 2017, state that marketing on social media is probably the most cost effective element of the advertising strategy. Since, signing up and then creating any profile is completely free for most of the platforms of social networking it can be termed a cost effective and cheaper. According to Hudson and Thal 2013, social media strategy is the best way of marketing for any small and medium business as it does not incur huge cost or complexity (See Appendix A).

Big Easy is a small and medium hospitality business situated in Canary Wharf, London (Bigeasy.co.uk. 2018). Although, it is not considered as one of the best restaurants, Big Easy do produces good quality of food to its customers. Apart from food, this restaurant also provides various types of drinks (both alcoholic and non alcoholic) to their customers. This restaurant started its journey in the year 1991 and is being considered as one of the best restaurants that serve authentic bar b q and absolutely fresh seafood (Bigeasy.co.uk. 2018). Moreover, this restaurant also arranges various types of entertainment for their customers during the evening time (Bigeasy.co.uk. 2018). This is the simplest way of attracting more customers to the restaurant and the resultant is simple that the customers are attracted to this restaurant.

Big Easy Canary Wharf has adopted the strategy of social media for their marketing and interaction with customers (Bigeasy.co.uk. 2018). The location of this restaurant is in Park Level, Cross rail Place, Canary Wharf London E14. This restaurant has account or profile in every social media or social networking sites like Facebook, Twitter. Due to this presence in social media, the customers can easily reach out to them and thus their popularity has raised on a regular basis (Bigeasy.co.uk. 2018). They have the service of 24*7 customer care, where the customers can easily interact with them and their queries are being answered within 2 hours. They can even book tables and make reservations by the social media. The customers can also share their feedback about the restaurant on the particular page of social media (Bigeasy.co.uk. 2018). The reviews of both negative and positive are properly answered by the customer care service. If the customer has faced any unpleasant experience in the restaurant, they apologize to the customer and makes sure that this type of service is never repeated. Furthermore, this presence in social media has brought them several important and significant advantages or benefits (Bigeasy.co.uk. 2018). The major advantages of social media presence of Big Easy Canary Wharf are as follows:

1. i) Recognition of Brand: Big Easy started its journey from 1991 and today after twenty seven years, it has reached to excess height (Minazzi 2015). It can be easily recognized by name. In the beginning, most of the customers did not know about this restaurant. However, when they opened up their profile in various social media and social networking sites, the customers all over London soon recognized them. The brand recognition was increased due to this (Balakrishnan, Dahnil and Yi 2014). Content was syndicated and the visibility of their business was solely increased. Social media acted as simple types of news channels that provided voice as well as content for the flourishing business of Big Easy.
2. ii) More Opportunities to Convert: Each and every post that they have properly shared on the social media platform provided them various opportunities for the clients to convert (Laroche, Habibi and Richard 2013). They have the service of 24*7 customer care, where the customers can easily interact with them and their queries are being answered within 2 hours. They can even book tables and make reservations by the social media. Due to this service, they have got several new customers and also have got the access to newer customers, recent customers, and older customers, and they have the ability for interacting with all of them (Tiago and Veríssimo 2014). Each and every blog post, images, videos, or comments that are shared is the chance for someone to provide reaction, and all the reactions could easily lead to visiting of their site, and eventually start a conversion (Leung et al. 2013). It is not that each and every interaction with Big Easy brand ends up in a conversion, however each and every positive interaction has incremented the probability of any eventual conversion.

iii) Reducing of Marketing Costs: This is one of the most important advantages of social media presence in Big Easy Canary Wharf (Godey et al. 2016). This particular restaurant did not require any other type of marketing, since they have already advertised their products and services in the page of social media. The overall marketing costs are reduced as posting or advertising on social media are much cheaper and cost effective than in any newspaper or news channel (Zhu and Chen 2015). Being a small and medium sized enterprise, Big Easy eventually required the need for reduced marketing costs. This was possible with social media. The overall expenses for marketing was reduced or mitigated and thus the organization gained profit (See Appendix A).

1. iv) Richer Customer Experiences: Social media, is the channel of communication just like phone calls and emails (Ekinci, Sirakaya-Turk and Preciado 2013). Every interaction with the customer on social media is the chance to depict their level of customer service and therefore enriching the customer relationship (Andersson and Lundberg 2013). For example, when a customer complaints about any particular service or product on Twitter or Facebook, Big Easy can straight away check and address that comment, apologize, and thus take essential actions for making it right. On the other hand, if any customer compliments Big Easy, they could easily thank them and also recommend extra products (Dickinson et al. 2014). It is the type of personal experience that has let the clients in knowing that Big Easy cares about them.
2. v) Competitive Advantages: This is one of the most important advantages that Big Easy Canary Wharf has got from their presence of social media strategy (Aitchison et al. 2014). The competitive advantages have solely helped this restaurant in knowing their position in the market and have shown the way in achieving more success (Varfolomeyev et al. 2015). Big Easy has the potential to become the market leader and thus by acquiring more precise strategies of social media; they would conquer and rule the world of hospitality businesses.
3. vi) Higher Brand Authority: The interaction with various customers on a daily basis is the showing of great faith for all other customers (Andersson and Lundberg 2013). When customers go for complimenting or bragging about the food and services, they always turn up to social media. In addition, when they post anything regarding the brand name of Big Easy, new audience members always wish to follow them for follow ups and new updates (Coles, Fenclova and Dinan 2013).

These above mentioned advantages clearly depict that Big Easy Canary Wharf, being a small and medium hospitality business, has solely acquired the industry and has also got several benefits from the presence of social media in their business (Croce and Perri 2017). Moreover, this presence of social media has enhanced the competitive advantages within the organization. These competitive advantages can be more obtained with the help of a better social media strategy.

Social media strategy is extremely important for any hospitality business. This type of strategies helps any business to obtain the organizational goals and objectives (Carlisle et al. 2013). Big Easy Canary Wharf is a small and medium hospitality business in London that has a good social media strategy for their business. They want to flourish their business by acquiring new social media strategy (Stylidis  et al. 2014). The new social media strategy for the restaurant of Big Easy Canary Wharf is given in the following paragraphs.

The social media strategy of Big Easy Canary Wharf has helped the organization to obtain more advantages in their business. However, this restaurant can acquire more success by simply changing their strategy a little bit and thus by making a new social media strategy (Kaján and Saarinen 2013). There are six distinct steps in making of a new social media strategy. The six steps of creating a brand new strategy of social media for Big Easy Canary Wharf are as follows:

1. i) Creating Social Media Marketing Goals and Objectives: This is the first and the foremost step for new strategy. Big Easy Canary Wharf should establish their objectives and goals that they hope to achieve (Tuten and Solomon 2017). If they would not have proper goals, it depicts that they do not have any means of estimating their success. These significant goals or objectives should be properly aligned with the broader strategy of marketing, so that the efforts on social media can drive towards the objectives of business (Ashley and Tuten 2015). The most important goal that every hospitality business has is the satisfaction of their customers. Since, Big Easy is a restaurant, their first goal is to satisfy their customers by food and drinks (Vinerean et al. 2013). They should utilize SMART framework while setting their goals. It refers to the fact that each and every objective should be specific, measurable, attainable, relevant, and time bound. These five measurements would help the business to be more successful in market (See Appendix A).
2. ii) Conduction of a Social Media Audit: This is the second step of new social media strategy. They should conduct a social media audit for the strategy (Hays, Page and Buhalis 2013). Before making any kind of plan for the business, they should assess as well as know about the utilization of social media and the procedure of its operation. This means that finding out who is getting connected with Big Easy via social media and which social networking sites are using their target market, and how the presence of social media is compared to their competitors (Luo and Zhang 2013). Once the conduction of audit is completed perfectly, they must have a lucid idea of each and every social media profile that is depicting their business that runs or manages them, and also what purpose they are serving.

iii) Creating or Improving Social Media Accounts: The third step of creation of a new social media strategy is the creation or improvement of social media accounts (Felix, Rauschnabel and Hinsch 2017). Once Big Easy have completed with their audit of social media, they should be present online. They should select which are the networks best for their social media objectives. If Big Easy does not have profiles in social media on every network they are focusing on, and keeping our clients in mind (Hudson and Thal 2013). In general, all the profiles of social media must be filled out entirely, and the texts or images must be properly optimized for the network of social media (Balakrishnan et al. 2014). Each and every social network has the unique customer or client and must be treated separately. This improvement of social media would help Big Easy to gain more success and more customers.

1. iv) Gathering Social Media Marketing Inspiration: This is the fourth step of creating a new strategy of social media for Big Easy Canary Wharf (Laroche, Habibi and Richard 2013). For the purpose of inspiration, this particular restaurant should check what other big restaurants are posting on social media or social networking sites. They should learn from all the leaders of market, and how posts must be made on any social media. They must know the proper procedure of how they could differentiate each other from other competitors and also the procedure to appeal to the prospects they are missing right now (Tiago and Veríssimo 2014). The customers could also offer inspiration in social media, not only via any specific content, which they are sharing but also in the typical way in which they are phrasing their messages.
2. v) Creation of Content Marketing Plan and a Social Media Content Calendar: this is fifth step in creation of a new social media strategy. Big Easy should have excellent content for sharing on the social media so that more customers are attracted after viewing them (Leung et al. 2013). The plan of social media marketing must solely involve a plan of content marketing that is comprised of various strategies for the creation of content, curation of content, as well as a particular content calendar. This content calendar of the social media should list all the time and date they propose for publishing Facebook and Instagram posts, tweets and all other content (Godey et al. 2016). This is the best place for planning all of the activities on social media right from various images, videos and blog posts. Big Easy must generate the content calendar and then reschedule the messaging apart from updating for the whole day (Zhu and Chen 2015). The social content is equally divided in three parts. One part of the social content comprises of generation of profit, promotion of business and conversion of readers. The second part of the social content comprises of stories and ideas from various thought leaders in hospitality businesses. Finally, the third part of social content comprises of all the personal interactions that Big Easy Canary is having with their customers (Laroche, Habibi and Richard 2013).  
3. vi) Test, Evaluate and Adjust Social Media Marketing Plan: This is the final step for creating a new social media strategy (Felix, Rauschnabel and Hinsch 2017). For finding out of the new adjustments that are needed are to be done to the marketing strategy of social media, Big Easy Canary Wharf must rely on regular testing. They should build all the testing capabilities into each and every action that are taken on the social networks (Hays, Page and Buhalis 2013).  This actions could even record as well as analyze the various types of failures and successes, and then further adjust the marketing plan of social media of Big Easy Canary Wharf in response.

Conclusion

Therefore, from the above discussion, it can be concluded that, social media can be defined as the website or application that enables all the users to create as well as share various contents or to participate in all types of social networking sites. Social media helps in marketing of all industries and all departments. The entire process of marketing becomes extremely easier by taking help from social media or social networking sites. One of the major industries, which use social media is tourism. E tourism is the most significant sector in the industry of travel and tourism industry. It is the application of travel technology and has slowly taken the entire world. Due to the improvement of technology within the world of technology, the industry of travel and tourism has gone to tremendous height. E tourism can be defined as one of the widest impressions in the travel industry. It has thus transformed the entire industry of tourism internationally. ICT or Information and communications technology is solely responsible for this particular transformation. The second important industry after tourism industry is the hospitality industry. Innumerable restaurants and hotels are present in all over the world. They serve products and services to their customers. The various practices, the business strategies, and even the hospitality industry have altered structurally. The growth and development of each and every the network speed,  hospitality capacities, and searching of engines helps to influence the total customers number in this whole world that use technology for simply documenting as well as planning their journeys. It is observed worldwide in a particular research that almost all the total number of bookings is completed through Internet in the entire world. Moreover, the total statistics for visiting to the travel agencies or travel agents can go down to almost half. The most important cause of this percentage lowering is the limit of time schedule. The clients or the customers have to visit to the travel agency or the particular restaurant or hotel for booking their reservations. This often becomes a significant issue, as time does not match with the hotels or travel agents. Most of the people in the society have accepted the fact that influences the development of the Internet on the customer behaviour. This influences and even manages the models of marketing throughout. E tourism has grown and gained success due to the enormous growth of social media. The above report has outlined a detailed description on the popular and recognized restaurant in London, Big Easy. The restaurant is situated in Canary Wharf that is one of the major districts in central business and consists of a particular wide residential, commercial and entertainment and even private estates in Greater London. Big Easy Canary Wharf is today considered as the significant restaurant in the United Kingdom, serving various multi cuisine foods for their customers. This report has also described about the hospitality business of Big Easy Canary Wharf and thus provided various significant details. The above report has also evaluated about the present strategy of social media of Big Easy Canary Wharf for discussing various significant factors. A brand new strategy for social media is also given here. The report has also further discussed regarding literature review and the detailed assessment of the current strategy of social media of Big Easy Canary Wharf.

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