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E-Tourism - Churchill Hotel

University: Regent College of London

  • Unit No: 9
  • Level: Diploma
  • Pages: 18
  • Words: 4500
  • Paper Type: Case Study
  • Course Code:

    MOD003319

  • Country: UK
  • Downloads: 0
Question :

E-Tourism is a concept which focuses on implements of internet and IT-based tools to travel and tourism business. This project focuses on identifying and evaluating the current social media strategy for the Churchill hotel and designing a new one.

  • Critically Evaluate the development of social media and mobile technology for the Churchill Hotel.
  • Development of a social media strategy for the Churchill Hotel.
Answer :
Organization Selected : Churchill Hotel

INTRODUCTION

E tourism is define as such process where business used to implement, analyse and design the implementation of IT into travel and tourism industry. This aspect is helpful for an travelling agency so that they become able to reach wider number of tourist and clients at a define course of time (Ye and et. al., 2014). For many small and medium size hotels this kind of technique is beneficial which enable them to reach global customers. Thus, internet and application implementation enable them in managing such work so that better and effective gain could become possible. Thus, E tourism reflect most profitability to an association which define them to do better things which enable in enhancing profit and growth. This project is based on Churchill Hotel which is a small hotel in UK and have a link with internet as well so that guest used to book their rooms through application as well like OYO etc. For this, literature review will going to organise for the development of social media and mobile technology on hospitality business association. Along with this, it will also going to describe about the social media portfolio for a company and working so that effective gain could be estimated. Thus, on such attribute appropriate media strategy will going to define and interpret as well.

LITERATURE REVIEW

Social Media:

Social Media has transformed the way in which people communicate with each other around the globe. According to Szopiński and Staniewski (2016), Social networking concept has much evolved and becoming sophisticated with technological advancements. It is a form of electric communication by which users share their information online through videos, pictures, texts and audio. Social media is a networking version of 21st Century and reaches large number of population far & wide. In hospitality, it has emerged as an effective tool of business to engage with customers and develop brand name by prompt and constant correspondence. It is preferred as an inexpensive market tool that promotes 2 way communication among consumers and business.

As per the view point of Balandina and et. al. (2015), Social media is a mixture of several internet tools which enables users to create, modify and exchange content constantly. Improving conditions of economy in developing nations has led to increase in number of population with internet access which in turn results in increased engagement in social media sites. In growth of Churchill Hotel, the contribution of social media is high with easy and instant access to social media (Varfolomeyev and et. al., 2015).

Social Media and Hospitality:

Social networking website parameters possess various implications for industry related to hospitality involving management, staff and guests. Social media site administers a platform for assessment system which can be utilized to create, monitor and analyse image of business. The content which is online generated is perceived as credible highly. The organisation, Churchill Hotel takes participate in online social networking that has been shown as a means of engagement or interaction with potential customers in cost effective manner (Becker, 2016). These sites are easily accessible and enables individuals to be engaged in different ways. Hospitality businesses are interacting with customers proactively by come up with innovative and creative customised solutions as well as more prompt and responsive customer service. Online reviews of clients plays major role in choosing travel and hotel customers.

As per the viewpoint of Vdovenko, Marchenkov and Korzun (2015), with increasing number of websites such as , Facebook, yelp, My Space etc. which provides an opportunity to potential customers to looking up for reviews by real consumers, it transforms the way in which information is perceived. Developing a unique social network allows consumers to generate a profile & share, opinions, photos and stories. It can be a competitive advantage or disadvantage source. In Churchill Hotel, if customers decide to involve in online network, download content or recount an experience, then others on network are influenced by opinions of postings. An another communication and networking tool which has become more popular is blogging. Today, Hospitality industry faced various consequences related to positive and negative impact of blogs, if not managed appropriately.

According to the view point of Smirnov and et. al. (2015), web has provide popularity to UCG where data or information is collected from various online sources which collaborate of develop final source. Research has prove that, hotels which involve their customers by social media get them to spent more.

Mobile Technology in Hospitality:

Encouraging self service:

When customers prefer face to face communication, a scope is always there for them in order to take advantage of special services that can be gained instantly on smart devices. As per the view point of Kulakov and et. al. (2016), Mobile applications can function as self service choice for customers of Churchill Hotel in terms of:

  • Laundry & dry cleaning
  • Check-ins & check-outs
  • Dinner reservations
  • Room service orders
  • Online payments
  • Appointments for massages or spa treatments

Leveraging loyalty program features:

As per the view point of Isik, Dogru and Turk (2018), the ability to provide Loyalty Programme with mobile technology assists hotels in bringing about repeat and up selling business by their clients who become their brand ambassadors in indirect way. All the discounts and promotions with special programmes are targeted by push notification to promote application users to make purchases or bookings. One of the most important thing is that such loyalty programmes are applied after, before and during stay of customers at hotel (Paramonov and et. al., 2016).

Maintaining long term relationship as well as interacting with customers:

Apart from traditional ways of keep connecting with customers, they also can know about food experience of customers by taking feedbacks from them on messages and emails. It will assists management of Churchill Hotel in improving their services and providing better services to their customers. According to the point of view of Tussyadiah and Inversini (2015). the most important thing is they are able to immediately respond to any of feedback, comment or query of their customers by the help of mobile technology or directly from social media applications on twitter handle or Facebook page of Churchill hotel. Such prompt responses assists in building a good relation with their guests & increase their trust towards business. They offer more discounts on social media pages to get attention of more customers. They also use a strategy of providing more cheaper accommodation and food in off season so that customers are preferring more to stay in their hotels (Ukpabi and Karjaluoto, 2017).

Mobile technology:- It is important technology in the modern world. Due to its skill fullness it offers a range of benefits. It is technology which is portable it include laptop, tablets and netbook computers, smartphones and wireless debit and credit payment cards. It utilise many different communication technologies which include wireless fidelity, Bluetooth, 3G, 4G etc. The benefits of using mobile technology for business can increase efficiency and productivity of staff, the quality and flexibility of services offer to customers. Now a days rapid change occur in mobile technology this improved networking capabilities (Aitchison and et. al., 2014). Through this hotel management can set up a new customer's account, can check existing customers records, check the prices and the stock available in the hotel and the place which customers want to book for stay. These devices can link directly with many people. Under hospitality industry mobile technology help in increasing the branding, guest loyalty, marketing, advertising and cross selling etc. They adopts various way to provide superior service experience to the customers it includes:-

Mobile – friendly Websites and Apps -Many hotels use mobile way .With the help of websites and apps they encourage more customers to book rooms and check availability, they search through hotel services , read reviews and view hotel pictures etc. with the help of this customer know which hotels is best for time, which provide more services to them at affordable prices. Through this people can enjoy more by browsing experience from their smart devices and this saves their time also. This help in quick booking experiences for the customers and keep them updated about the various offers, events etc. It save the time of customers while they are searching about the hotel visit (Uysal and et. al., 2016).

Live and Up to date information sharing- Hotels use online Content Management System to check the end consumers. They are try to control the information that are available to the users and can easily use and change the data within seconds. With the help of this they are able to find out information about the customers in proper ways. The benefit of this all changes are instantly apply on the mobile application of customers and due to which hotels are able to save time which use their time in spending information over the phone (Castro and et. al., 2018). Once the information about the services are changed then an email is sent to their guests to keep them regularly updated about their packages or the booking for the hotels.

Better Trend Predictions Based on Customer Behaviour:- The way in which customers behave it help in attraction of hotels in valuable way into customers preferences .This data help in predict the trends and contributions which help in decision making in the hotels. Such customer data help in daily activities which is conducted in the hotels by sanctioning them to know the peak time intervals in which services of hotel for the customers are more in demand through the guest. This help in knowing the uncertainties which occurs in future of hotels (Croce and Perri, 2017).

Above mentioned are some of the ways in which the industry of hospitality is undergoing change in order to gain the advantages of mobile technology. It is emphasize on enhancing customer experiences, offering more value for money to customers and streamlining services. For the management team of Churchill Hotel, mobile technology is a great opportunity in order to get ease in successful business operations (Tang and Tan, 2015).

Social media and mobile technology plays very essential role in increasing popularity of Churchill Hotel. Managers of firm can use various tools for promoting their goods and services at market place in an effective and efficient manner. This will help company in getting feedbacks of customers by the way of messages or emails. They are also able to provide quick response to customers on their queries. Social media, websites, bloggers etc. are an effective way to advertise about their company (Petrina and et. al., 2016). By this, customers get aware about all the discounts on accommodation, food and other services which are provided by company to their potential clients.

CASE STUDY EVALUATION

Churchill hotel is one of the emerging hotel dealing in the marketplace of UK. Churchill hotel is being located near the Embassy Row which is located at the 1914 Connecticut Avenue NW in Washington DC, United States. This building was being made in 1902 as the Highlands apartment house which was mainly designed by the Local Architect Arthur B. Heaton. This was mainly renovated into a hotel but still there are some of the Historical Features (Alghamdi, Zhu and El Saddik, 2016). As per the Churchill Hotel, there are rooms which mainly contain the factors for the original building. This hotel is the member of Hotels of America which is the official program of the national Trust for Historical Preservation. Social Media portfolio are highly essential for hospitality sector company as this will in turn help in drawing the attention of customers and thus increase the customers.

There are certain things which are being included in with procedure for the social media portfolio like it can include the images, animations, web pages, sound files, concept papers and many more which can mainly demonstrate the design skills. It is highly essential to put up the work into many kind of categories which are like photos, graphics, video, animation and 3D modelling (Gretzel and et. al., 2015). In order to make the portfolio much more effective animations can be created for an imaginary tour or making up of existing web site. It is highly essential to look out for quality not for the quantity one minute of highly polished animation will work far better than then rambling five hour versions. It shouldn't include more than 20 pieces, and 6 to 8 are sufficient. There are certain strengths which needs to be mentioned along with short examples. In the present online networking driven condition, it is fundamental that private companies comprehend Facebook, Twitter, and the methodologies behind utilizing web-based social networking for developing their business. Lamentably, numerous private ventures don't have a methodology when they start utilizing online networking (Woo, Kim and Uysal, 2015).

The reason for this examination is to see how the proprietor of a private venture, perceived for utilizing online networking to develop the business, utilizes web-based social networking to connect with purchasers. A contextual investigation is introduced, trailed by an inside and out meeting with the entrepreneur, and joined by an examination of the business' Facebook and Twitter posts. The after-effects of the contextual analysis uncover the distinctive methodologies the proprietor uses to manufacture and keep up associations with purchasers (Ye and et. al., 2014). The investigation finishes up with a dialogue of the lessons gained from the exploration: organizing and making associations with different organizations, builds mark introduction; concentrating more on connections than deals, expands deals; intriguing substance advances cooperation; and one principle obstruction to passage is an expectation to absorb information.

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