The Essay Explores Mobile Tech & Social Media Marketing In Tourism & Hospitality.

The purpose of this assignment is to critically evaluate the role of Mobile Technology and Social Media Marketing used in a business within the Tourism and Hospitality Industries to build competitive advantage. 

1. Selection of case study: Select a Tourism/Hospitality business with an online presence

2. Provide a literature review by identifying the mobile technologies/social media that had emerged in the last few years that changed how tourism business is conducted.

3. Prepare a case study by discussing how mobile technology help to determine the competitiveness in the business environment.

4. Reflect on the case study in the context of the literature review.

Creating a Competitive Advantage in Tourism and Hospitality

Background of research 

Tourism destination is a natural place which has selected as tourism place due to its unique condition and properties from other destinations. Tourists create a picture regarding destination as well as make a set of expectation as per their past experience, press reports, word of mouth, common beliefs, and advertising before visiting on that destination. They create a mental perception about the destination through their rational and emotional beliefs. Moreover, the attraction of destination shows the visitor’s feelings and views regarding destination’s competencies to meet the desires and provides individual advantages (Bowie, et. al., 2016). In the recent business scenario, the tourist has a large choice of destination but they have less time to make buying justification. Further, a destination must be positively distinguished from its key market participants (Ukpabi, and Karjaluoto, 2017). The information and communication development technology are rapidly changed which has an impact on relationship amid visitors and destinations. The emergent role of SM within industry of tourism is undeniable as SM has proven to be an effective approach (Chung, and Koo, 2015). The main purpose of research is to evaluate the role of Mobile Technology and SMM for Grand Hyatt Hotel Singapore to build competitive advantage.  

• To explore the meaning and definition of Mobile Technology and Social Media Marketing
• To identify the role of mobile technology to build competitive advantage: In context of for Grand Hyatt Hotel, Singapore
• To evaluate the role of social media marketing to build competitive advantage: In context of for Grand Hyatt Hotel, Singapore

Mobile Technology

Mobile technology is a device that offers both transportable and immediate access to data. This technology involves MP3 players, personal digital assistants, E-book reader, Smartphone, Ultra-mobile PC and laptop-tablet PC. Moreover, personal digital assistants and smartphones are considered as mobile devices that are an effective mediator to make real-time communication. In addition, the hallmark of mobile technology shows the resilience, simplicity, portability, and unique competencies as compared to other technology (Demirçiftçi, and K?z?l?rmak, 2016). Mobile devices are also considered as omnipresent which is exercised by users for different purposes.  

According to the Elliot et al. (2016), mobile computing can enhance the services that a company offers to their customers. For example, Grand Hyatt Hotel uses mobile technology in Singapore to get the competitive advantages. The company uses this technology when meeting with their customers as it can access the system of customer relationship management through the internet. It also allows the company to update or assess the information of customer even as employees left the office. In addition, the company can allow the customer for paying in exchange of products and services without going to till such as Grand Hyatt Hotel offers wireless payment system, in which customer can pay for their meal without departure from their table (Tham, et. al., 2013).

The Emergent Role of Social Media in the Tourism Industry

In opposed to this, Furr and Dyer (2014) stated that there are high expenses are used to set up the equipment and provides training for using mobile devices.  Mobile IT devices can demonstrate the confidential information to unauthorized people in the case when adequate safety measures are not provided to make sure that the systems and data which is accessed by users are kept safe.  Hence, the company should more focus on cybersecurity and protect their wireless devices.  

Gulbahar and Yildirim (2015) opined that mobile 2.0 is considered as next generation regarding mobile internet services that can influence the social web and defines what can be called to Web 2.0.  Mobile 2.0 is the service that incorporates the social web with core mobility aspects such as localized, personal, ever present and always-on. These facilities are a demonstration of the wireless devices like multimedia features phones and Smartphone that are efficient to deliver the rich and interactive services. It is also effective to facilitate access and full choice of mobile consumer touch points such as texting, sending, capturing, viewing, listening and talking (Wakefield, et. al., 2016).

As per the view of Hays et al. (2013), in the telecommunication sector, LTE stands for long-term evolution which is standard of the data terminal and mobile devices regarding high-speed wireless communication. It relies on different technologies named UMTS/HSPA as well as GSM/EDGE technologies. These systems gains capacity and speed through certain ratio interface as well using core network to make an improvement.

In support to this, Hudson and Hudson (2017) exemplified that the standard is created through 3rd Generation Partnership Project. It is defined in Release 8 document series as well as minor improvement explained in Release 9. LTE is the advanced way for the shipper who uses both networks named GSM/UMTS networks and CDMA2000. Besides this, several LTE frequencies and bands have used in different nations which indicates that only multi- broadband phones are efficient for exercising LTE in different nations in which it can supports. Along with this, LTE is generally marketed as 4G LTE; however, it does not attain the technical measures of 4G wireless services which are defined in the series of 3GPP Release 8 and 9 documents (Stienmetz, et. al., 2013).

In the view of Hudson et al. (2015), 5G technologies are the 5^th generation of mobile network that proposed the advanced standards of next telecommunication beyond the existing 4G/IMT. The main aim of 5G planning is to provide higher capacity as compared to existing 4G and also offering the higher density with respect to ultra reliable, device-to-device, broadband users, and massive machine communication. Moreover, 5G technology is considered as next and modern mobile wireless advanced standard which is relied on IEEE 802.

The Advantages and Disadvantages of Mobile Technology

According to the Jauhari (2014), near field communication is a technology that can be highly used in the future. This technology is used for paying the amount from mobile. This technology would be more beneficial for people because they can easily swipe their phone through the machine and pay cash with digital media. Moreover, mobile operator will have the power to deliver micropayment option to customers. In the hospitality industry, mobile technology will be highly used by customers because they will have no need to go in the hotel as they can assess the all information via using the app on their mobile (Standing, et. al., 2014). As a result, mobile technology will become omnipresent in upcoming years.  

As per view of Kavoura and Stavrianea (2014), mobile technology focuses on offering streamlining services, added value to customers, and improving the experience of customers. Further, the mobile app is a great opportunity for Grand Hyatt Hotel Singapore because it ensures alleviation of the business process. The mobile app can be effective for the hotel to get competitive advantages in Singapore hospitality industry because it delivers the added value to customers. Moreover, the mobile app can be provided by Grand Hyatt Hotel, Singapore where self-service option will be offered for their hotel guest with respect to different services. These services are Dinner reservations, laundry and dry cleaning, room service orders, Check-ins and check-outs, online payment, and appointments for spa treatments or massages (Solnet, et. al., 2016).  

In favored to this, Kim et al. (2015) stated that the capability of providing loyalty programs in the mobile app is beneficial for hotels because it brings about up-selling and replicates the business through their customers. Consequently, it can be stated that customers become the indirect brand ambassadors in the current business scenario. For instance, Grand Hyatt Hotel, Singapore owner adopts to use the push notification and send a context-based message to their visitors as per their behavior, location, profiles, and purchase history and so on (Wang, et. al., 2016).  

Kim et al. (2013) stated that social media is set of online communication media which is engaged in content sharing, interaction, collaboration and community-based resource. Further, applications and websites are committed for using certain kinds of SM named social networking, social curation, microblogging, forums, social bookmarking and wikis.

As per the view of Kirá?ová & Pavlí?eka (2015), different types of social media can be used by a company named Twitter, Facebook, and LinkedIn. These networks are used by customers to connect with the people through online. These networks provide the competitive advantages in different manners like lead generation, brand awareness, market research, relationship building and customer service. The social network is also known as relationship networks which aid the people and company to make a link with customers and to share the ideas and information through online (Wang, et al., 2015).   

The Role of Mobile Technology in Grand Hyatt Hotel Singapore

In support to this, Kourouthanassis et al. (2015) stated that media sharing network is another tool of social media which includes sources named YouTube, Snapchat, and Instagram. This network is used to find and share the live video, photos, videos and other media online. This social media is also beneficial for the organization because these sites are valuable to create brand awareness, audience engagement, lead generation, and social marketing goal. Further, this network gives added value to customers by attracting them through videos. Together with, it enables the customers to find their desired brands through online social media such as live video, photos, and video (Salvioni, 2016).

Law et al. (2014) stated that social media is effective to meet the competitive advantage of the company in travel and tourism industry. Because it compelling and appropriate content which will pull the attention of targeted customers and also gain brand transparency. Furthermore, Grand Hyatt Hotel, Singapore can respond instantly to gain competitive advantages in the hospitality industry because social media can create a positive image in the customer’s mind. It can be cheaper as compared to traditional promotional and advertising activities.

In favor to this, Minazzi (2015) opined that social content can indirectly enhance the links to the website content by enhancing search traffic, universal search outcome, and online selling mode. The company can also provide effective customer services and responds towards customer’s feedbacks. Moreover, customers can assess the products and services through new channels such as generating more leads. Social media also increases loyalty and advocacy among customers by viewing them that company is always connected with customers (Xiang, et al., 2015).

In view of Miranda et al. (2015), SMM is the practice of SM platform and websites which promoted the products and services. Moreover, e-marketing and digital marketing both are popular and exercised by the researcher and practitioners. Large numbers of social media platforms are used as the data analysis tools as it enables companies to track the success, progress, and engagement of advertisement campaigns. Along with this, Grand Hyatt Hotel, Singapore can identify a wide number of stakeholders through social media marketing such as existing and targeted employees, bloggers, existing and targeted customers, journalists and general public (Xu, et. al., 2016).

In view of Neuhofer et al. (2014), SM platform is used to recognize the demand with respect to personalization and customizability in their user bases. In the future, social media platforms may move on towards the next stage which provides the power to users for generating their own system regarding content provision. It will also enable the company to understand the intuition like what an individual user wants from the company. In the last, it can be assumed that social media starting to bleed into more other fields related to digital communication. For instance, Facebook is starting to incorporate the characteristics such as digital assistants, Instant Articles, and search through the app to keep protect the users from leaving and exercising the another app through their mobile devices (Patterson, et. al., 2017).

The Evolution of Mobile Technology: LTE and 5G

For this research, both qualitative and quantitative research design is used by researchers. Because, qualitative researcher helps the people to make theories and quantitative theories are used to analysis of primary data. Along with this, both primary and secondary data is used by researchers to collect the data about research issue. In this way, primary data is collected by using the survey through questionnaire while secondary data is used by using different sources such as journal article, textbook, and academic publication and online and offline sites. Moreover, a researcher is used probability sampling technique for selecting the respondents from population. Under this sampling technique, the simple random sampling method is used by researchers where participants are selected on a random basis as it declines the possibilities of biases from research (Neuhofer, et al., 2015). In this way, 50 users are selected as sample size that uses social media and mobile technology for travel and tourism.   

Factors regarding Demographic level:

1. Please clarify your age-group:
2. A) Under 25
3. B) 25 to 40
4. C) 40 to 55
5. D) More than 55
6. Please tick your gender:
7. A) Feminine
8. B) Masculine
9. Please specify which technology does u mostly used for travel and tourism?
10. A) Mobile technology
11. B) Social media
12. Please provide your experience of using mobile technology and social media in digital media industry:
13. A) 1- 4 years
14. B) 5- 9 years
15. C) 10 - 19 years  
16. D) More than 20

Question-related to objectives:

5. Do you agree that Mobile technology is a device that offers both transportable and immediate access to data?
6. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
7. Do you agree that mobile technology allows the customer to pay for products and services without going on the location?
8. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
9. What do you think about disadvantages for using mobile technology?
10. A) High expenses
11. B) Cyber Threat
12. C) Share confidential data to unauthorized people
13. Can involvement of mobile 2.0 in Smartphone and multimedia phones allow you to access your full choice of mobile such as texting, sending, capturing, viewing, listening and talking facilities?
14. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
15. What do u belief about positive aspects of using LTE Technology (4G)?
16. A) Provide high-speed wireless service
17. C) Provide core network
18. D) Improve satisfaction level of customer
19. Is 5G provides higher capacity and modern mobile wireless services as compared to existing 4G/IMT?
20. A) Yes
21. B) No
22. What is the role of using mobile technology for travel and tourism purpose?
23. A) Provide information of hotel through mobile application
24. B) Compare the price and accommodation of hotel by using mobile app
25. C) Provide facility to advance booking of hotel from different locations
26. In your opinion, Is Grand Hyatt Hotel, Singapore provided different services through mobile technology?
27. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
28. Do mobile services of Grand Hyatt Hotel, Singapore encouraging you to go further in this hotel?   
29. A) Yes
30. B) No
31. Do you agree that social media is set of online communication media which is engaged in content sharing, interaction, collaboration and community-based resource?
32. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
33. Which social media method do you mostly used for getting information about hotels?
34. a) Twitter, Facebook, and LinkedIn
35. b) YouTube, Snapchat, and Instagram
36. c) Live video, photos, and video
37. Can social media is beneficial to assess the real facts about hotels through other customer’s feedback?
38. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
39. Can social media is beneficial for increasing awareness about products and services of hotels?
40. A) Yes
41. B) No
42. Is social media marketing attracts you to purchase the products and services of particular hotels?
43. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]
44. Is social media effective for you to get services with minimum price and high quality?
45. a) Yes
46. b) No
47. Can social media advantageous for you to get connected with the hotels?
48. A) Strongly Agree [ ] B) Agree [ ] C) Neutral [ ] D) Disagree [ ] E) Strongly Disagree [ ]

Table 1: Age group

As per the above table, it is analyzed that both female and male participants have selected to reduce the biases from the survey. Further, a large number of people is selected from 25-40 age groups because they highly use technology. It is also assessed that mobile technology is mostly used for travel and tourism as the mean of this analysis is 1.48 which is nearest to 1^st option, as well as the mode of this analysis, is 1 which also shows that mobile technology is frequently used by customers as compared to social media technology. From the table, it can be also analyzed that users have 10 to 19 years of experience of using mobile technology and social media in this industry.  Because, mean of this analysis is 2.7 which is nearest to 3^rd option, the median is 3 and mode are also 3. At the same time, the standard deviation is 0.90 and variances are 0.82 which shows that there is high variation in the responses of customers.

According to the table, it can be stated that a large number of participant agrees with the statement that mobile technology offers both transportable and immediate access to data. Because, mean, mode, and median of this analysis is 2, 2 and 1 which shows that average participants are agreed with this statement. It is also assessed that a large number of people was agreed with the statement that Mobile technology allows the customer to pay for products and services without going on the location as mean, mode and median of the responses are 1.76 which is nearest to 2, 1.5 which is also nearest to 2 and 1 respectively. It shows the average number of people is agreed as well as high frequency of responses is strongly agreed. As well as, there is high variation in responses of participants as it was analyzed by standard deviation and variation.

The Potential of Near Field Communication Technology

It is also analyzed that a large number of participants agreed with this statement that social media is beneficial to assess the real facts about hotels through other customer’s feedback. As well as, it is also assessed that social media is beneficial for increasing awareness about products and services of hotels. In the last, it is also analyzed that social media is effective for you to get services with minimum price and high quality. Further, it is also assessed that social media can advantageous for customers to connect them with the hotels. Because, mean, mode, median shows that a large number of people give responses to strongly agree.

From the above analysis, it can be discussed that mobile technology and social media is beneficial for the company to get the competitive advantages. It is also stated that that large number of participants were agreed with the statement that mobile technology offers both transportable and immediate access to data. This finding is also supported by the view of Ngai et al. (2015), as it was stated that mobile technology is a mechanism which facilitates transportable and immediate access to information. This technology incorporates transportable and instant access to information. This technology includes the personal digital assistants, MP3 player, Smartphone, laptop tablet PC, Ultra-mobile PC, and E-book reader.

From the data analysis, it can be evaluated that most of the respondents were agreed with the statement that social media marketing attracts customer to purchase the products and services of particular hotels. It is also analyzed that social media is effective for customers to get services with minimum price and high quality. In the last, it is found out that social media can advantageous for customers to get connected with the hotels. This finding is also favored by the view of Palacios-Marqués et al. (2015), as it was opined that social media marketing is the practice of social media platform which endorsed the products and services of the company. Along with this, both e-marketing and digital marketing is used by hotels to create the brand awareness.   

Conclusion 

From the above interpretation, it can be concluded that both mobile and social media technology marketing plays an effective role to for Grand Hyatt Hotel Singapore to build competitive advantage. It can be also evaluated that mobile technology is easy to access the information about the hotels as it delivers the added value to customers. Along with this, it can be summarized that social media technology is also effective to create brand awareness among a large number of customers because it directly connects the customers with the company. As a result, it creates competitive advantages for Grand Hyatt Hotel in Singapore.

The Benefits of Mobile Apps for Hotels

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The Role of Social Media Marketing in Tourism and Hospitality

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