CHAPTER 1: INTRODUCTION

1.1 Introduction

The first chapter of this project contains brief overview and background of the research topic.

It is followed by the introduction to selected case study, problem statement, aim and

objectives, and rationale and significance. Lastly, definitions of core concepts are stated.

1.1 Overview and Background Study:

In the global phenomenon and emerging trends, there has been significant growth in the

popularity of social media (Balamurugan, 2015). The social life and economic progress of the

individuals and countries have been drastically affected by emergence of internet in 20th

century (Milano, Baggio & Piattelli, 2011). With internet Web 2.0 advancement, social

networking sites extensively grew and led to business growth as now social networking

websites are changing the complexion of market (Ibid). Nowadays, social networking sites

are used as a tool to market and promote business along with interaction with customers

(Seth, 2012). According to Clark and Robert (2010), targeting audiences, entertaining and

informing pupil, and job networking are the basic functions of social networking sites in the

present era.

Primarily, social networking sites were created with the purpose to entertain people however,

with the passage of time, its functionality altered significantly as now internet and

information communication technologies are combined together to ensure business

individuals communicate with their targeted audience and future customers (Assenov &

Khurana, 2012). In the tourism and hospitality sector, organisations have used social

networking sites to its advantage by ensuring customers are attracted and communicated

about every little detail (Clark & Roberts, 2010).

Facebook is a recent example that is used by organisations related to hospitality and tourism

to communicate and regularly update its present and future potential clients. Prior, there was

no such concept that social sites would be used as marketing and promotion tools (Seth,

2012).

Previously, organisations used conventional social media tools to promote its business

including; television, radio, newspaper, etc but internet revolutionized as now social

networking sites have overcome the geographical location and time because now

organisations can easily communicate with the distant audience through internet in short

timeframe (Harris & Rae, 2009). In addition to that, previously, the process of

communication used to be long and time consuming as it took time to seek information and

wait for the response but nowadays with the advancement of internet, customer issues and

queries can be resolved in a prompt manner (Wang & Fesenmaier, 2004). Moreover, in past,

the physical activities were mainly used to promote and advertise business products and

services but now online activities are common especially in tourism and hospitality sector to

communicate with the consumers (Gretzel, Kang, & Lee, 2012).

The work of Paris, Lee, & Seery, (2010) showed that social media is a generational

development and driven from the earlier concepts of web development and designs that

started with the purpose or entertainment but later on shape up as a vital instrument to share,

inform, collaborate, and facilitate communication. To support aforementioned statement, it

can be seen from the work of Jain (2010) that reflects the importance of various social

websites including; Facebook, Twitter, LinkedIn, etc used as a platform to create awareness

about products and services along with regular customer correspondence inside hospitality

and tourism sector.

The above argument shows that, with the passage of time, tools and techniques have modified

to large extent. Nowadays, businesses in hospitality and tourism are using social networking

sites as a platform to advertise, promote, and market its services and products. Moreover,

social networking sites have taken over conventional methods to communicate with the direct

and indirect customers.

1.2 Introduction to Marriott Hotel:

In the central location of Karachi stands the most outstanding luxurious hotel "Marriott

Hotel". It is in the centre of metropolitan city near CM House, which is slef-explanatory that

it is placed at the key location of business hub (Marriott Hotel, 2015). Karachi being a

business hub offers a wide variety of services to different types of business people therefore

business class usually prefer to stay at Marriott Hotel to be near key business markets.

Moreover, for leisure and personal retreat, it is one of the finest hotels that have wide range

of cousin. There is a separate conference hall for special delegations and rooms have most

advanced technology and styles (ibid). The corporate dinners, gourmet lunch, and

refreshment tea are served in great manner to customers (Marriott Hotel Karachi, 2015).

The hotel is very active on social networking sites to update its customers with all recent

trends and developments. There are special announcements on different social networking

sites about seminars and conferences taking place inside the hotel (Marriott Hotel Karachi,

2015). In addition to that, the hotel is in the central location thus it is near to the most

important business area (II Chundrigarh road, Saddar, Clifton, etc) (cited from Marriott Hotel

Karachi, 2015).

1.3 Research Problem:

Previously in Pakistan, there is no specific study commenced on the topic thus there is no

conclusive evidence available that can confirm to what extent the tourist are attracted and

influence by social media to decide their location of stay. Moreover, the previous studies are

single dimension mainly focusing on social media attraction while this study attempts to

examine the role of social media marketing in forming strong image of brand destination

through five star hotels in developing economies.

1.4 Aims:

In the light of statement of problem and background study following aim is developed as;

"The aim of this study is to examine the role of social media in hotel marketing to attract

tourists in central Karachi".

1.5 Objectives:

To accomplish the aforementioned aim, following objectives are developed in this study;

1. “To critically examine the potential and role of internet in changing the marketing methods

of hotel from conventional to most advanced methods by means of social media as change

instrument”.

2. “To commence a primary investigation to explore the key aspects, role and strengths of

social media marketing as part of hotel Marriott's marketing strategies to attract its potential

customers”.

3. “To investigate the role and affect of social media marketing in creating strong destination

brand image in developing economies”.

4. “To recommend strategies to the management of hotel Marriott in improving the efficiency

through social media marketing”.

1.6 Rational & Significance:

According to Kennedy (2009), before the introduction of internet most common method of

sharing views were limited to friends and family. These were done through word-of-mouth as

generally people use to share their views and experiences within their own social circle.

However, in present era, internet has let to develop social networking sites to share and

promote views. Interestingly, the communication is wide and large as it could reach as many

people as active on the particular website. Presently, consumers spend large portion of time

on different social networking platforms to learn from the experiences of others and through

these channels, they plan their travel and tourism. Thus, these social websites provide

significant platform to develop a proper plan. Moreover, these social websites offer

communication directly from the organisations to satisfy the queries of customers. Hence, it

is essential for the businesses operating in hospitality and tourism sector to adapt the modern

means of communication through social media.

The work of TIG Global (2009) argued that internet has modified the means of marketing in

hospitality and tourism sectors in more than one manner. Nowadays, it is considered as a

prime tool to collaborate and communicate with direct and indirect customers. Moreover,

organisations and businesses associated with hospitality and tourism has transformed to large

extent by becoming more efficient, effective, and informative through social networking.

Thus, it is significant to investigate the role of social media in creating brand image for the

specific hotel in developing economies.

Since all previous studies have been single dimension and focuses only on the management's

perspective therefore this project is significant because it explore the employees' perspective

regarding research variables. In addition to that, all previous studies were considered in

developed economies where tourist destination were already having significant impact on the

tourist while this study offers a unique perspective by exploring the same research variables

in place where there is significant development in the tourist spots after the democratic setup

in recent times.

1.7 Scope and Delimitations:The present project is significant as the scope of research includes expansion of existing

knowledge and filling the gap in previous empirical researches. Moreover, the scope of

project is immense as it contributes towards improving the role of social media marketing in

the growing hospitality and tourism sector that has been reviving since the new democratic

setup in the country. Moreover, this study offers a unique aspect to explore the brand

management and branding destination in developing economies whereas previously the

concept was only confined to developed economies. In addition to that, previous studies on

the similar topic have been descriptive researches whereas this study serves a strong

foundation to examine exploratory research regarding selected research variables.

In all types of researches there are certain limits and therefore researchers set certain limits to

work in specific paradigm. It serves the purpose of keeping the researchers to specific aspects

so that the focus of paper is always restricted to searching in depth. In this study, no

longitudinal study has been used because of time constraint thus cross sectional research

design is undertaken in delimitation. In addition to that, the phenomenon of social media

marketing and brand destination is not very old thus the researches commenced in last two

decades have been used to explore the theories and models related to research variables.

Moreover, only exploratory researches from past has been included in this study to explore

the research variables due to the nature of research. Furthermore, since this study is

commenced in Pakistan thus we exclude the ethnic grounds as it is not significant to consider

it for interview purpose.

1.8 Definitions:

Social Media:

Campbell et al., (2011) defines social media as, “rather than technology itself, it is more

concerned with people using technology. The purpose of social media is not limited only

extract information but develop and consume it along with allowing the individuals to add

value to the organisation by websites” (87). On the other hand, Sinclaire and Vogus (2011)

explained social media as, “it is a wider terminology which describes software tools to

develop contents by users and at same time it can be shared with others.”

Tourist Destination:

According to Qu (2011), "it is formed of both intangible and tangible assets. History, culture,

and customs are part of intangible assets whereas attractions, historical sites, mountains and

beaches are included in tangible assets of tourist destination". On the other hand, Morgan

(2002) argued that, "tourist destination is a place where travellers come to experience nature

as part of their vacation in order to spend their vacations".

Social Media Marketing:

As per Palmer and Lewis (2009) social media marketing is, "a technique used by modern day

businesses to promote its product and services through social media platforms". On the other

hand, Ernest et al, (2011) argued that, "social media marketing is a new way to advertise and

prioritise its strategic approach undertaken by the sellers to be aligned with the demands of

market through internet and communication technology".

Brand Management:

As per CMA (2015), "it is differentiation management and strategic development by means

of unique identity as through well planed branding strategy, the brand is managed in

systematic manner". On the other hand, Aaker and Joachmisthaler (2000) argued that, "brand

management is a unique process that is associated with brand functionality on the basis of

proper identification. It includes systematic programme of coordination and steps to ensure

that effective and efficient means are adapted".