Social Media as means of improving Marketing Techniques with Customers of the Hotel Industry: A case study of Crowne Plaza Heathrow

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names & surname here], declare that this dissertation represents my own work, except where due acknowledge made, and that it has not been previously included in a thesis, dissertation or report submitted to the University or any other institution for a degree, diploma or other qualification.

Signed __________________ Date _________________

ABSTRACT

The aim of this dissertation is to understand the use of social media in the hotel industry and how it can be used as marketing tool. The impact of social media marketing has been analysed by considering the case study of Crowne Plaza Heathrow hotel. Social media marketing is a great way to connect with many people who can become potential customers for online businesses. As such, the media most affordable marketing packages can prove to be of great help to individuals who own small businesses. The findings of this dissertation indicate that the Crowne Plaza Heathrow hotel effectively using social media as a marketing tool to attract their target customers. In the present era the social media is used as a marketing tool to attract customers. The findings of this research study suggests that in present fast pace era the customers are attracted towards social media advertising. As social networking sites are quite popular these days among the internet users. So, it can be said that social media advertising has an edge over traditional media advertising. It is important to understand mass media influence and how shaping a message to target the audience can help shape the institutions brand image. With the rise of social media networks, this personal and evasive type of mass media influence targets consumers directly.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER # 1: INTRODUCTION1

Background of the Study1

Overview of the research1

Rationale of the Research2

Theory2

Research Questions4

Aim of the Study4

Significance of the Research4

CHAPTER # 2: LITERATURE REVIEW6

Social Media for Marketing6

Social Media7

Facebook11

Facebook Groups11

Targeted Marketing with Facebook13

Adoption of Social Media Applications14

Traditions of marketing in the hotel industry14

Improving Communications16

Use of Social Media16

Realising Sales18

Conventional Marketing Mix and Social Media19

Product20

Pricing22

Place24

Mass Media Impact and Influence24

Summary25

CHAPTER # 3: METHODOLOGY27

Methodology27

Research Design28

Population, Context and Location29

Sampling Technique30

Sample Size31

Data Collection31

Primary data31

Secondary data32

Research instrument32

Data Analysis32

Validity33

Reliability34

Ethical Obligation36

CHAPTER # 4: FINDINGS37

Questionnaire Analysis37

Correlation Analysis43

Discussion on Research Questions44

Research Question 144

Research Question 245

CHAPTER # 5: CONCLUSION48

REFERENCES51

APPENDIX56

Questionnaire56

CHAPTER # 1: INTRODUCTION

Background of the Study

With this subject the researcher wants to look at how companies market their businesses and products to customers and potential customers through social media. The researcher will also look at the suitability of this channel for building reputation and building brands. Marketing in social media can be so many things. Political parties, organizations, companies and individuals use these social networks to market themselves to potential voters, customers and partners. Social media marketing is a great way to connect with many people who can become potential customers for online ...