Assessment Description
Purpose of Study
Social media in Hospitality and Tourism Industry A Mission Statement to be identified A list of Goals for the sector A list of SMART objectives Timeline of the action plan Evaluation & Review of the plan The Presentation will give an insight on the emerging issues of Hospitality and Tourism industry and how Social media can be put to good use.
Market Overview
One of the world’s largest Industries (7.6 trillion US dollars, 2016) • Economic impact of industry (Accommodation, transportation, entertainment & attraction) 2.3 trillion US dollars. • The industry has shown promising growth in the recent years. • The industry serves as a good source of revenue for the emerging economies(De Grosbois, 2016)
Goals – Long & Short term
Use of social media to promote tourist destination. ? Use of Social media to increase awareness on the adversity of climate change. ? Social media as a tool to enhanced travel search. ? Social media for customer reviews. ? Social media to enhance the user journey.
Trends impacting Tourism & Hospitality
Catering to millennial(McGe hee,2014) ? Tech explosion ? Influx of international visitors(Mariani, Buhalis,Longhi & Vitouladiti,2014) ? Growing emphasis on health and well being ? Requirement of seamless technology(Sigal a, 2017) ? Sustainability rules(Timothy, 2017) ? Real time damage control ? Destination promotion ? Climate change
Understanding of SMART objectives
SMART objectives are being extensively used by the organization/indus try when they want to stay focussed and want the objectives to monitored and set up according to the goals(Morrison, 2010) ? S-Specific : Defines objectives in the light of Who, what , where, when , why and which(Ogbeiwi,2 017) ? M-Measurable: This relates with tracking the progress of the objective(Goodw in & Wright,2014) ? A-Attainable: This relates with the reasonability of the objective for achievement. ? R-Relevant: This sets the tone for the relevancy of the objective. ? T-Timeline: This specifies when the objective will get fulfilled
SMART objectives-Tourism & Hospitality
Specific Objectives ? Detailed information on the emerging tourist destinations to be on Web. ? Facilitate sharing on Social media ? Use of social media for loyalty programs ? Build a strong 2 way communication on the social media and target the millennial ? The objectives can be measured by using analytical tool to understand how users interact with the content ? The goals are to be measured by the use of analytics ? Attainable-The objectives are attainable with a formidable strategy ? The objectives are highly relevant as social media plays an important role, timeline is 1 year
Market Overview
Tactical Discussion to achieve objectives
Social media has a penetration of more than 51% and hence a world population of over 3.5 Billion is on Social. ? Millennial are an important demographic and contributor of the industry, they have to be target on SoLoMo. Promotion of growing destination on the Web 2.0. Use of Influencer marketing/ celebrity endorsement to promote the destination. Promoting the attraction of the destination on Social media. Creation of events to promote destination.
Have an online reputation management team for the hotel and the destination. ? Usage of Blogs to provide detailed information about the destination, attractions and how to enhance one’s experience(Horng,Hu, Teng,Hsiao & Liu,2013) Extensive use of the growing technology for delightful customer service. ? Focus on renewable sources of energy for sustainability of the environment(Fennell, 2015)
Timeline of the action Items
Objective Subtasks Timeline Information on the web about emerging destination Hiring professional and free lance bloggers to write on unexplored destination. Tie up with Travel and Tour companies and creating a unique itinerary for the customers 3-4 Months Sharing on Social media Bloggers to provide content free on the social media. Hotel and local industries to promote their product and services on Social media. Travellers to share their travel stories with pictures 2-3 months Building a 2 way communication Regular post on the social platform, rich in content and relevancy, which will drive engagement and conversation. Online reputation management 5-6 months
Evaluation method for review of action plan
Google analyticsAnalyse the effectiveness of the campaign ? Increase in the engagement and conversation around the topic of hospitality and tourism. ? Increase in the followers of travel bloggers Evaluation method for review of action plan ? Audience profiling ? Number of impressions delivered. ? Number of times audience clicked on call to action advert/link ? Bounce rate of the email campaign. ? Time spent on the landing page
Potential outcome & Results
Community building Growing revenues of the promoted destination. Promotion of the local industries Sustained development ? Customer delight ? Customer going social for earning loyalty points. ? Spread of positive word of mouth about the destination, online & offline ? Growth of travel bloggers and travel photographers. ? A strong influx of travel content on the Web 2.0 ? Refined and detailed travel search ? Increased awareness on climate change.
References
de Grosbois, D., 2016. Corporate social responsibility reporting in the cruise tourism industry: A performance evaluation using a new institutional theory based model. Journal of Sustainable Tourism, Vol. 24, no.2, pp.245-269.
Fennell, D.A., 2015. Ethics in tourism. In Education for sustainability in tourism (pp. 45-57). Springer Berlin Heidelberg
Horng, J.S., Hu, M.L.M., Teng, C.C.C., Hsiao, H.L. and Liu, C.H.S., 2013. Development and validation of the low-carbon literacy scale among practitioners in the Taiwanese tourism industry. Tourism Management, Vol. 35, pp.255-262.
Mariani, M.M., Buhalis, D., Longhi, C. and Vitouladiti, O., 2014. Managing change in tourism destinations: Key issues and current trends. Journal of Destination Marketing & Management, , Vol. 2, no.4, pp.269-272.
McGehee, N.G., 2014. Volunteer tourism: evolution, issues and futures. Journal of Sustainable Tourism, Vol.22, no.6, pp.847- 854.
Timothy, D.J. ed., 2017. Managing heritage and cultural tourism resources: Critical essays, Volume one. Routledge.
Sigala, M., 2017. Collaborative commerce in tourism: implications for research and industry. Current Issues in Tourism, Vol.20, no.4, pp.346-355
Morrison, M., 2010. History of SMART objectives. Rapid Business Improvement.
Ogbeiwi, O., 2017. Why written objectives need to be really SMART. British Journal of Healthcare Management, 23(7), pp.324-336.
Goodwin, P. and Wright, G., 2014. Decision Analysis for Management Judgment 5th ed. John Wiley and sons.
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