Banking Operations And Governance

1.0 Motivation: 

1.1 Aim:

The aim of this research study is to explore different complex issues that the hospitality industry face in terms of marketing or digital marketing. 

1.2 Objective:

The main objective of this study to raise awareness about the possible issues and their solutions regarding digital marketing and social media. Many hospitality organizations don’t emphasize on issue relating to marketing but these issues can halt the customers to approach the organization.

1.3 Justification:

Hospitality industry is developing with each passing day, the reason for this is that the tourism sector has been getting a lot of attention globally. The rise in tourism all over the world means that there would be an increase of tourists during peak season. The influx of tourists would help the country but the accommodation of the tourists is necessary. That is where hospitality industry comes in place, the firms within the industry need to attract different tourist towards their organization. To do so, these corporations need to utilize digital marketing and social media marketing to attract them. However, there are many issues regarding digital and social media marketing that most of the stakeholders are not aware. Moreover, the management of hospitality is researched extensively but the marketing side isn’t researched that much. This research will raise awareness of different marketing issues for the hospitality firms that are not aware of the underlying problems. On other hand, this research will also provide solutions for the complex issue related to marketing.

1.4 Background:

Hospitality industry has been using marketing strategies and approaches to reach their target audience. Moreover, multiple components like digitalization and rapid segmentation is making the companies in the industry a success. 

1.4.1 Marketing Approaches

There are multiple ways to a marketing approach that are (i) commitment from senior management, (ii) Operational management, (iii) Customer positioning, (iv) Digitalization and (v) Innovation (Rendon, Martinez & Flores, 2014). Marketing performance as a concept can be used to measure the corporation’s performance.

1.4.2 Marketing Performance:

Marketing performance is a key element to estimate the influence of the marketing approach implemented by the firm (Ferdinand, 2000 as cited in Krisnawati, Sule, Febrian & Hassan, 2015). 

1.4.3 Impact of Social Media Marketing on Hospitality Industry:

Social Media Marketing have two major impacts for the hospitality industry. Through the utilization of this type of marketing the firms can accumulate consumers feedback and attract new tourists and strengthen the customers’ loyal to the organization. Nevertheless, if the marketing is not utilized carefully then this tool can terminate consumers’ loyalty and the brand image of the corporation (Sa;khordeh, 2009). 

1.4.4 E-marketing:

This type of marketing includes to use electronic tools and social media to achieve marketing objective and targets of the firm. The most important tool of e-marketing is information communication and technology, this tool is based on different devices, hardware and mobile technologies which guide the corporation to achieve their goals (Anser, Yousaf, Usman & Yousaf, 2020). This can help the hospitality industry to attract more customers smartly and increase their reach among the potential customers. 

1.5 Literature Review:

Social media is refered as “a second generation of Web development and design, that aims to facilitate communication, secures information sharing, interoperability, and collaboration on the World Wide Web” (Paris, Lee, & Seery, 2010, p. 531). An individual uses social media websites for 5.5 hours in a day on average (Nelsonwire, 2010). Multiple firms have the view that online techniques are beneficial technique through which the companies can have several advantages. Firstly, the firms can attain huge amount of customer feedback about their goods and brand through measuring online customers’ discussions that helps the companies to solve issues rapidly and improve themselves to enhance performance in the future (Madpu, 2006 as cited in Kang, 2011). On the other hand, if a company wants to dynamic in web settings, contributing in online societies should be emphasized in the company’s business framework. Establishing links and agreements in social media sometimes is awarded by intellectual concept of interpersonal capital (Ganley, 2009). The mechanism of online connections has the utmost impact on producing interpersonal capital. This theory is significant in producing sustainable and advantageous society (Ganley, 2009). According to Salkhordeh (2009) social media is really helpful for the hospitality industry to grow and attract new customers while there are disadvantages for the companies in the industry to use the marketing tool. He reports in his study that the main issues regarding social media networking in the hospitality industry are having enough resources, not enough creative content, training, knowledge of the staff, experiencing risks, no privacy, restricted access to social media marketing in majority of the corporation and interference of customers dialogues by corporations. Another main concern due to the use of social marketing or digital marketing is the trust issue with these tools of marketing. Many of the customers trust the social media content the organizations in the hospitality industry put up but when they are not met with their expectations that can create problems for the business (Varkaris & Neuhofer, 2017). Facebook in this era has become an important social media platform where organizations can market their services and brand image. However, if a customer is unsatisfied from the hotel’s service, any negative comment on the company’s page can influence the decision of other customers. This can lessen the attractiveness of the company and can demotivate the consumers to opt for the hotel (Kang, 2011).