Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Pui-Yan Lo
4060 words
Table of Contents
Chapter 1 Introduction p.4
Chapter 2 Literature Review
p.5
p.5
p.5
p.6
p.7
Page 1
E-tourism
Pui-Yan Lo
p.7
p.9
p.9
p.10
p.11
3.2.1 Facebookp.11
3.2.2 YouTube p.12
3.2.3 Instagram
3.2.4 Weibo
p.12
p.13
p.13
p.17
p.17
p.18
Appendix
p.24
E-tourism
Pui-Yan Lo
Appendix XI Average No. of Facebook Posts per Day by Top Brands in the US
Appendix XII Social Media Usage 2012-2014
Chapter 1 Introduction
For social media, it is online resources that people use to share content: video, photos, images,
text, ideas, insight, humor, opinion, gossip, news (Drury 2008:274). With the social media in
hospitality, it has the function of marketing which is different from the traditional media, which
have functions of discovery, distribution, consumption and conversation (Marchese 2007:para.1-3).
Of the allowance of website upload and create content, the first social network site had created in
1997 due. And start from 2002, numbers of a social networking site have rapidly increased, yet,
most cannot last long and faded. However, social media have gained large numbers of users and
become popular in the late 2000s of an example of 2012, Facebook had 1 billion users (Dewing
2012:2) and Twitter had about 517 million users worldwide (Thomas 2012:351-366).
With the continuously improving technology, the social media become mobile-based with using
software tool to provide a more convenient use, have a result of rapid growth in social media and
also have gained numerous young age group users recently (Organisation for Economic Cooperation and Development 2007:4-6).
The objective of the research paper is mainly to evaluate the use of social media in hospitality
industry with a realistic example of a hotel in Hong Kong would be used for evaluation.
The research paper would be divided into 3 stage; of the 1st stage, analysis in the Hong Kong
tourism would be done; the 2nd stage, a hotel in Hong Kong would be selected as case study would
be done to evaluate its use in social media; and the 3rd stage, recommendation in social media
strategy would be provided to the hotel used in case study.
Page 3
E-tourism
Pui-Yan Lo
E-tourism
Pui-Yan Lo
Forums, it develops with specific topics and interests such as music, car, and gadgets for discussion
(Mayfield 2008:6). Of this type of social media, it usually the used in the education of sharing
common interests and contents and would have an administrator to delete inappropriate content or
spam (Thomas 2002:352).
Even blog and forums have the similarity in sharing information in a different content format, they
do have a major difference on the management (Mayfield 2008:6). While a blog is all managed by
the owner themselves, the forum's management initiated by the members and the administrator
(Mayfield 2008:6).
E-tourism
Pui-Yan Lo
or campaign with links to the official page of the organization in order to have the effect (Mayfield
2008:6).
Rather than the variety in formatting, functions such as hashtags also commonly used on Twitter,
Instagram, and Facebook, etc. which trending hashtags can be used in announcement or
promotions (Wishpond n.d.: online). By using trending hashtags in the content update can increase
the chance of exposure. For examples, Twitter would show the worldwide trends or trends based in
geographic locations; Google+ have the Whats Hot section showing the trends; and by Statigram
would show the Instagram hashtags trends (Wishpond n.d.: online). Since there are ways to find the
hottest trends including the trending hashtags in most social media, publics might click on those
trending hashtags which can increase the possibility of exposure by adding the trending hashtags in
the content uploaded (Wishpond n.d.: online).
E-tourism
Pui-Yan Lo
In addition, with the feature of social media a global platform and share information easily,
hospitality can well-used of the social media for a quick promotion and to draw publics attentions
with the quickly spread of information posted by the hospitality (Khan 2012:1). Therefore, social
media is important to the hospitality in doing promotions and announcements (Khan 2012:1).
E-tourism
Pui-Yan Lo
2.4.2d Threat
For the threats of using social media in hospitality, it would be uncontrollable on users
(Sandilands 2016:para.5). Due to the free accessibility of social media, the hospitality cannot
control what the users would say on their social media. With rumors or negative comments might be
left and quickly spread around the Internet due to the active use of users spending an average of
30minutes on social media for every visit as refer to Appendix III, would lead to negative impacts
towards the hospitalitys reputation (Sandilands 2016:para.5; GO-Globe 2015: online)
E-tourism
Pui-Yan Lo
give recommendations for its social media strategy (The Luxe Manor 2016 online).
3.2.2 YouTube
For the effectiveness of using YouTube in The Luxe Manor, it should be low effectiveness. As refer
to Appendix V, the last update was 1 year ago which show the inactive update of YouTube for the
hotel (The Luxe Manor 2016: online). As refer to Appendix III indicates internet users in Hong
Kong watche more than 147 videos per month on average, the viewers will no longer remember the
channel that has no updates for a year which the effectiveness of promoting is low(GO-Globe
2015:online).
However, they have done relationship management with customers by using YouTube to connect
with customers by posting a greeting video as refer to Appendix V (The Luxe Manor 2016: online).
As refer to chapter 2.3.1, the hotel can communicate with the customers by using social media in
order to build up a good relationship (Reitz 2012:44-45). With the hotel to use YouTube to do
relationship management, it is more effective as a study shows video can draw more attention than
another format (Lloyd 2015:para.3).
3.2.3 Instagram
For the effectiveness of using Instagram in The Luxe Manor, it should be low effectiveness. As refer
to Appendix VI, only 167 followers for the page which show the page can only inform 167 people
Page 9
E-tourism
Pui-Yan Lo
for the latest update immediately which is ineffective (theluxemanorhk 2016: online). Furthermore,
the last update was 40 weeks ago as refer to Appendix VII shows the inactive update of Instagram
of the hotel (theluxemanorhk 2015: online). As based on the indication of Appendix III believes that
new information come out quickly with millions of active users around the globe every day which
inactive update would lead to neglect (GO-Globe 2015:online).
Yet, they have well-used the Instagram function for promotion. As research shows content with
relevant images are more attractive with 94% more view than a content without (Mawhinney 2016:
online). With the hotel to the coupon image along with content about the promotion as refer to
Appendix VII, it can draw more attention from viewers and is beneficial to the promotion
(theluxemanorhk 2015: online).
3.2.4 Weibo
For the effectiveness of using Weibo in The Luxe Manor, it should be low effectiveness. As refer to
Appendix VIII, the last update was 6th November 2015 and 23rd September 2015 which shows the
inactive update of Weibo of the hotel (The Luxe Manor 2016: online). Due to the inactive update,
Weibo users cannot have the latest information or promotion of the hotel.
Nevertheless, they have used simplified Chinese for the content for easier understanding to the
Weibo users. As for Weibo is commonly used in the Mainland China area, the viewers can fully
understand the content due to simplified Chinese (Millward 2012)
3.2.5 Google+
For the effectiveness of using Google+ in The Luxe Manor, it should be low effectiveness. As refer
to Appendix IX, the last update was 47 weeks ago which shows the inactive update of Google+ of
the hotel (The Luxe Manor 2016: online). Due to the inactive update, Google+ users cannot have
the latest information or promotion of the hotel. Additionally, only 6 followers are following
Google+ of The Luxe Manor which shows the effectiveness is low as only 6 people are receiving
the information constantly (The Luxe Manor 2016: online).
Nevertheless, they have provided travel tips which are unique contents to attract viewers as refer
to Appendix IX (The Luxe Manor 2016: online). As refer to Appendix X shows a research resulted
in 73% of social media content creators found creating more engaging content is the most important
to attract viewers successfully which posting unique contents can draw the viewers attention
(Content Marketing Institute & MarketingProfs 2016:28)
E-tourism
Pui-Yan Lo
As according to Abed, Dwivedi and Williams (2015:40), SMEs would have difficulties in using
social media due to lack of substantial information system management. As The Luxe Manor is an
SME which is small in structure with relatively fewer employees compare to large companies, the
hotels information system might have fewer resources and employees and cannot have substantial
management (Abed, Dwivedi & Williams 2015:42; The Luxe Manor 2015: online).
By lacking substantial information system management in The Luxe Manor, the hotel would apply
an unsuitable social media strategy easily and lead to failure in using social media (He & PedrazaJimenez 2015:207).
3.3.2 Lack of Clear Social Media Strategies
As according to the research by Forrester in 2013 shows 100% of companies with rich social media
marketing experienced that being researched found their biggest challenge in using social media is
the lack of clear social media strategies due to the short history of social media marketing and lack
of successful case (Forrester 2013: online). As The Luxe Manor is an SME, not much resources can
be put into social media management which they can only refer to successful cases in the industry
(Abed, Dwivedi & Williams 2015:42; The Luxe Manor 2015: online). However, with the situation
of lack of successful in the industry, the hotel can only learn from the mistakes (He & PedrazaJimenez 2015:206).
By lacking clear social media strategies in The Luxe Manor, the hotel requires time to find a
suitable strategy in order to be successful in using social media which might also require large
investment (He & Pedraza-Jimenez 2015:206).
E-tourism
Pui-Yan Lo
by using Facebook, the hotel is recommended to update at least one time per day to have the impact
of successful brand awareness (Writer 2011: online).
3.4.2 Pinterest
As research shows content with relevant images are more attractive with 94% more view than a
content without and 65% of information can be retained after 3-days acknowledgement with a
relevant image which is absolutely higher than only 10% with just description shows the importance
of a relevant image in a content, new social media of image sharing with content which is Pinterest
is recommended (Mawhinney 2016: online; Swift 2015:para.2).
Pinterest is an online pin-board as a visual bookmarking tool helping users to discover and save
ideas and users can share image they found on the Internet and upload their own photos (Pinterest
2016: online).
As refer to Appendix XII, Pinterest has continuous growth from 2012-2014 and 33.3% of growth
have recorded between 2013and 2014 which show the increasing popularity of Pinterest (Duggan,
Ellison, Lampe, Lenhart & Madden 2014:2). With using a social media with increasing popularity,
the hotel can get the opportunity of attracting the Pinterest users before others hotel users.
E-tourism
Pui-Yan Lo
Chapter 5 Recommendation
5.1 To Hong Kong Government
For the situation of the short history of social media and lack of successful cases in using social
media for business and marketing in Hong Kong, showing that Hong Kong does not have enough
experts in doing social media management for business and marketing (Forrester 2013: online). In
this situation, Hong Kong Government should put more resources and investment on training more
experts in doing social media management for business. With having experts in social media
management for business in Hong Kong, business sectors including hospitality industry can adopt
the suitable social media strategies.
5.2 To Hong Kong Hospitality Industry
As by research findings of 76% of Internet users are social media users with 3.1 million people use
Facebook every day with average spending 30 minutes on each visit, the Hong Kong hospitality
should continuous using social media due to the popularity of using social media (Perrin A 2015:2;
GO-Globe 2015: online).
Page 13
E-tourism
Pui-Yan Lo
Reference
Abed SS, Dwivedi YK & Williams MD 2015. Social Media as a Bridge to E-commerce Adoption
in SMEs: A Systematic Literature Review, The Marketing Review, vol. 15, no. 1, pp.39-57.
Boulos MNK, Maramba I & Wheeler S 2006. Wikis, blogs, and podcasts: A new generation of
Web-based tools for virtual collaborative clinical practice and education, BMC Medical Education,
vol.6, no.1, pp.1-8. Retrieved 12 March, 2016, from http://download.springer.com/static/pdf/965/art
%253A10.1186%252F1472-6920-6-41.pdf?originUrl=http%3A%2F
%2Fbmcmededuc.biomedcentral.com%2Farticle%2F10.1186%2F1472-6920-641&token2=exp=1459502503~acl=%2Fstatic%2Fpdf%2F965%2Fart
%25253A10.1186%25252F1472-6920-641.pdf*~hmac=015c1add1d6b0d4db6ab22582467aee4b92e4afe2eb65396714ca7a2032c12a8
Boyd DM and Ellison NB 2007. Social Network Sites: Definition, History and Scholarship,
Michigan State University. Retrieved 11 March, 2016 from
http://mimosa.pntic.mec.es/mvera1/textos/redessociales.pdf
Chan SM, Cho M & Lee S 2013. User Perceptions of Social Media: A Comparative Study of
Perceived Characteristics and User Profiles by Social Media, Online Journal of Communication
and Media Technologies, vol.3, no.4, pp. 149-178. Retrieved March 10, 2016, from
http://www.ojcmt.net/articles/34/349.pdf
Content Marketing Institute & MarketingProfs 2016. B2C Content Marketing 2016: Benchmarks,
Budgets, and TrendsNorth America. Retrieved 18th April, 2016, from
http://contentmarketinginstitute.com/wp-content/uploads/2015/10/2016_B2C_Research_Final.pdf
Dewing M 2010 (Updated 20 November 2012). Social Media: An Introduction, Library of
Parliament. Abstract retrieved 11 March, 2016, from
http://www.lop.parl.gc.ca/content/lop/researchpublications/2010-03-e.pdf
Drury, G. 2008. Opinion piece: Social media: Should marketers engage and how can it be done
effectively?, Journal of Direct, Data and Digital Marketing Practice, vol.9, pp.274-277.
Duggan M, Ellison NB, Lampe C, Lenhart A & Madden M 2014. Social Media Update 2014, Pew
Research Center. Retrieved 16th April, 2016, from
Page 14
E-tourism
Pui-Yan Lo
http://www.pewinternet.org/files/2015/01/PI_SocialMediaUpdate20144.pdf
Filonchuk O n.d. SWOT Analysis Of A Typical Start-Up Social Media Strategy, LinkAssistant.Com. Retrieved 11th April, 2016, from
http://www.link-
assistant.com/blog/swot-analysis-of-a-typical-start-up-social-media-strategy/
Forrester 2013. Chinese enterprises face 4 challenges in social media marketing (in Chinese),
199IT.COM. Retrieved 18th April, 2016, from
http://www.199it.com/archives/169264.html
GO-Globe 2015. Social Medis Usage in Hong Kong Statistics and Trends. Retrieved 28th March,
2016, from
http://www.go-globe.hk/blog/social-media-hong-
kong/
Gregorio J n.d. The Pros and Cons of Social Media Marketing for Business, CJG Digital
Marketing. Retrieved 1 April, 2016, from
http://digitalmarketingphilippines.com/the-pros-
and-cons-of-social-media-marketing-for-business/
He X& Pedraza-Jimenez R 2015. Chinese Social Media Strategies: Commination Key Features
from a Business Perspective, El profesional de la informacin, vol. 24, no.2, pp. 201-209.
Hoffman DL and Novak TP 2012. Toward a Deeper Understanding of Social Media, Journal of
Interactive Marketing, vol.26, pp.69-70.
Hong Kong Special Administrative Region Government 2015. Hong Kong: The Fact. Retrieved
10th April, 2016, from
http://www.gov.hk/en/about/abouthk/factsheets/docs/tourism.pdf
Hong Kong Tourism Board 2016. 2016 Visitor Arrivals (Year-to-date): 5,225,578. Abstract
retrieved 13 March, 2016, from PartnerNet.
http://partnernet.hktb.com/en/research_statistics/index.html
Hong Kong Tourism Board 2016. Hotel Supply Situation as at Dec 2015. Retrieved 14 March,
2016, from http://securepartnernet.hktb.com/filemanager/intranet/dept_info/private_20/paper/HTLSupply/H_supply2015/HS_12_2015_0.pdf
Khan MA 2012. Social Medias Influence on Hospitality & Tourism Management, Journal of
Business & Hotel Management, vol.1, no.1, pp. 1-2. Abstract retrieved 11 March, 2016, from
http://www.scitechnol.com/social-medias-influence-on-hospitality-lea3.pdf
Lloyd D 2015. SEO for Successful in Video Marketing, Digital Marketing Blog. Retrieved 15th
April, 2016, from
https://blogs.adobe.com/digitalmarketing/search-marketing/seo-
for-success-in-video-marketing/
Marchese J 2007. Defining social media, Media Post. Retrieved 11 March, 2016, from
http://www.mediapost.com/publications/article/61442/defining-social-media.html
Page 15
E-tourism
Pui-Yan Lo
Mawhinney J 2016. 37 Visual Content Marketing Statistics You Should Know in 2016, HubSpot.
Retrieved 15th April, 2016, from
http://blog.hubspot.com/marketing/visual-content-
marketing-strategy
Mayfield A 2008 (updated 01 August 2008). What is social media?, iCrossing. Retrieved March
11, 2016, from http://www.icrossing.com/uk/sites/default/files_uk/insight_pdf_files/What%20is
%20Social%20Media_iCrossing_ebook.pdf
Millward S 2012. Chinas forgotten 3rd Twitter clone hits 260 million users, Tech in Asia.
Retrieved 16th April, 2016, from
https://www.techinasia.com/netease-weibo-260-
million-users-numbers
Organisation for Economic Co-operation and Development 2007. Working Party on the
Information Economy Participative Web: User-created Content. Retrieved 13 March, 2016, from
http://www.oecd.org/sti/38393115.pdf
Perrin A 2015. Social Media Usage: 2005-2015, 65% of adults now use social networking sites a
nearly tenfold jump in the past decade, Pew Research Center. Retrieved 11 March, 2016, from
http://www.pewinternet.org/files/2015/10/PI_2015-10-08_Social-Networking-Usage-20052015_FINAL.pdf
Pinterest 2016. It Started With a Pin, Press. Retrieved 19th April, 2016, from
https://about.pinterest.com/en/press/press
Reitz A 2012. Social Medias Function in Organizations: A Functional Analysis Approach, Global
Media Journal, vol.5, no.2, pp.41-56. Retrieved 16 March, 2016, from
http://www.gmj.uottawa.ca/1202/v5i2_reitz.pdf
Sandilands T n,d. Advantages and Disadvantages of Social Media Marketing, Chron.com.
Retrieved 1 April, 2016, from
http://smallbusiness.chron.com/advantages-
disadvantages-social-media-marketing-21890.html
Swift R 2015. How to Use the Power of Image to Market your Brand, Access Intelligence, LLC.
Retrieved 15th April, 2016, from Multichannel Merchant.
http://multichannelmerchant.com/marketing/how-to-use-the-power-of-images-to-market-yourbrand-10062015/#_
The Luxe Manor 2016. Facebook Page of The Luxe Manor, Facebook. Retrieved 19th April, 2016,
from
https://www.facebook.com/pages/The-Luxe-Manor/99549318665
The Luxe Manor 2016. Google+ Page of The Luxe Manor, Google. Retrieved 19th April, 2016, from
https://plus.google.com/100942073308626594139/posts
The Luxe Manor 2016. Official Page of The Luxe Manor. Retrieved 8th March, 2016, from
Page 16
E-tourism
Pui-Yan Lo
http://www.theluxemanor.com/default-en.html
The Luxe Manor 2016. Weibo Page of The Luxe Manor (In Chinese), Weibo. Retrieved 19th April,
2016, from
http://www.weibo.com/theluxemanor?profile_ftype=1&is_all=1#_0
The Luxe Manor 2016. YouTube Page of The Luxe Manor, YouTube. Retrieved 19th April, 2016,
from
https://www.youtube.com/t/terms
The Nielsen Company 2012. Consumer Trust in Online, Social and Mobile Advertising Grows.
Retrieved 10th April, 2016, from
http://www.nielsen.com/us/en/insights/news/2012/consumer-
trust-in-online-social-and-mobile-advertising-grows.html
theluxemanorhk 2015. Grab your 20%-off coupon at our Concierge and begin the adventure od
#illusion and #imagination at @trickeyehk. Instagram. Retrieved 19th April, 2016, from
https://www.instagram.com/p/5WIZ8er-t-/
theluxemanorhk 2016. Instagram Page of The Luxe Manor, Instagram. Retrieved 19th April, 2016,
from
https://www.instagram.com/theluxemanorhk/
Thomas K 2012. Twitter Passes 500 Million Users, Study Reveals; Canada Accounts for 2% of All
Users, TechVibes. Retrieved 10 March, 2016, from
http://www.techvibes.com/blog/twitter-
passes-500-million-users-study-reveals-canada-accounts-for-2-of-all-users-2012-07-30
Thomas MJW 2002. Learning within in coherent structures: The space of online discussion forums,
Journal of Computer Assisted Learning, vol.18, no.3, pp.351-366.
Turner R 2015. Travel & Tourism Economic Impact 2015 Hong Kong, World Travel & Tourism
Council. Retrieved 10th March, 2016, from
https://www.wttc.org/-/media/files/reports/economic%20impact%20research/countries
%202015/hongkong2015.pdf
Wishpond n.d. 3 Key Hashtag Strategies: How to Market your Business & Content. Retrieved 1
April, 2016, from
http://blog.wishpond.com/post/62253333766/3-key-hashtag-
strategies-how-to-market-your-business#wp_popup_1118639
Writer S 2011. How Often Should You Post On Your Facebook Pages?, Socialbakers. Retrieved
16th April, 2016, from
http://www.socialbakers.com/blog/147-how-often-should-
you-post-on-your-facebook-pages
Page 17
E-tourism
Pui-Yan Lo
Appendix
Appendix I No. of Hotels and Guesthouses from 2010-2015 (HKTB 2016:1)
Page 18
E-tourism
Pui-Yan Lo
Page 19
E-tourism
Pui-Yan Lo
Appendix IV Facebook Page of The Luxe Manor (The Luxe Manor 2016: online)
Page 20
E-tourism
Pui-Yan Lo
Appendix V YouTube Page of The Luxe Manor (The Luxe Manor 2016: online)
Page 21
E-tourism
Pui-Yan Lo
Appendix VII Latest Instagram Update of The Luxe Manor (theluxemanoehk 2015: online)
Page 22
E-tourism
Pui-Yan Lo
Appendix VIII Weibo of The Luxe Manor (The Luxe Manor 2016: online)
Appendix IX Google+ of The Luxe Manor (The Luxe Manor 2016: online)
Page 23
E-tourism
Pui-Yan Lo
Appendix X Top Priorities for Social Media Content Creators (Content Marketing Institute &
MarketingProfs 2016:28)
Appendix XI Average No. of Facebook Posts per Day by Top Brands in the US (Writer 2011:
online)
Page 24
E-tourism
Pui-Yan Lo
Appendix XII Social Media Usage 2012-2014 (Duggan, Ellison, Lampe, Lenhart & Madden
2014:2)
Page 25