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The study is about Tourism and Hospitality, an economic activity where people spend their time by recreational activity. The turismo sector can be divide in the three sectors which are “accommodation, hospitality and related service, and travel and distribution service”, also it can be said that the accommodation sector has higher opportunity for the supply of service and goods as compared to the hospitality and travel and distribution system. The selected company for the study is Jurys Inn. The company operates across the UK, Ireland, with 37 countries. It has been observed that the company has operate approx. 43 locations across the world, and I have approx. 4000 number of employees. The headquarter of the company at Dublin, Ireland. Further in the study it will discuss the literature review and case study for the company, and after that, it will be concluded with the discussion and social media strategy in order to promote tourism and hospitality for the selected company. Furthermore, in the literature part the conceptual framework will be discussed along with the sustainable business practice, social media practices for the small business enterprises in a large basis.
Social media adoption is a necessary process that is involved collecting numerous potential data from social media. Sometimes numerous challenges are faced by small business organizations and social media strategy is required to overcome such challenges. There is a major importance of social media such as identifying business problems as well as minimizing them by using social media strategy. Jurys Inn. is a hotel group which is located in more than 36 places in the UK. In order to, adopt of digital media strategy most business organizations are adopting new facilities which is important for individual business organizations. Order to, adopt social media are continuously increasing business demand which is necessary for small business organizations.
Figure 1: Conceptual framework
Usually, social media is attracting numerous travelers which are also necessary to encourage individual people by sharing real experiences. Individual travel agencies are trying to attract their potential customers through the social media strategy. Through the social media strategy, individual business organizations are trying to attract more customers which are necessary for the individual business organization. Sometimes travel business is not leveraging through the social media activity which is necessary to increase numerous facilities of the tourism industry (Morton and Johnson, 2019). Efficient planning is necessary for individual business organizations and that can improve the structural framework of business. The social media platform is highly visual and that can be attracting more loyal customers to the business. Loyal customers can increase a company's performance and social media is also necessary to attract more loyal customers to a business.
Sustainable business practice is important and can socially maintain all the requirements of travelers. Sustainable economic business value is more important and which is also attracting customers through the social media platform. A travel recommendation system and required and Jurys Inn always focusing on particular factors (Jurysinns.com, 2022). An efficient business decision is mandatory which makes positive support to the business. Individual business organizations are eliminating numerous challenges through the social media platform after recognizing these issues. Loyal customers are necessary to improve sustainable business performance and which is almost important to increase business performance. According to the tourism industry maintaining a proper supply chain and recycling programs of the management is necessary which is important to reduce all the difficulties (Stone et al. 2018). Developing sustainable work policies, as well as efficient products, are necessary to improve business sustainability.
(Source: Brown et al. 2020)
Social media strategy can achieve marketing goals that are necessary to improve sustainable business practices. Through the social media platform, individual business organizations are focusing on encouraging new communities which are necessary to increase sustainable business demands. Sustainable practice is the process of increasing and generating more profitability by maintaining the appropriate quality of individual products. Social media strategy builds a customized project through the organizational priorities which are necessary to identify individual business competitors. According to the business sustainability, social media platform is necessary which is archives business aims and objectives. On the other hand, digital media also involves better communication strategy and potential customers easily get the appropriate product details (Brown et al. 2020). Social media strategy is completely setting up the individual audiences which are necessary for business. The target level of the business effectively meets all the requirements which are necessary to engage more potential customers.
In this culture development infrastructures and a positive attitude is necessary to increase business demands. The price level of the individual commodities and excessive population sometimes reduce the actual service level which is needed to improve by the individual business company. Most of the customers are trying to compare the price range of the hotels which sometimes involves individual competitors and negative impacts can be involved in the common sector. The basic growth of the tourism industry is necessary and potential customers are increased by general awareness. Individual customer's expectations are high level which is necessary to increase business demands and individual travelers are only focusing on the pricing strategy. Individual members need to be aware of the consumers' requirements and the greatest service also can increase customers' demands (Felicen and Ylagan, 2018). Communication ideas and innovative decision-making processes are also required to increase business demands.
Although Jurys Inn. Successfully completed the financial restructuring process and also minimize the debt level. Financial goals are needed to accelerate future opportunities and growth of the company. A capitalized business firm is necessary which almost increases the investment return and perfect business combinations are necessary to maintain individual travelers' requirements. Sometimes individual investors are searching for new companies to increase business demands. In order to, the capitalized business organization also improves business values by increasing the basic business values of management teams. Sometimes digital disruptions are completely destroyed the business structure and operating performance should be decreased (Morton, 2019). Effective business plans, as well as innovative business decisions, are also necessary to increase business demands. Invested in contemporary hotels and a perfect combination of innovative ideas are necessary to meet all the requirements of potential customers.
Human relations theory
(Source: Spanaki et al. 2021)
The descriptive model describes the relationship between the environments which is necessary to predict the organizational target level. The process of customer-driven the organization is recognized by the descriptive model which is necessary for individual business organizations. The long-term efforts can capture individual observers which are necessary for individual business organizations (Spanaki et al. 2021). Individual observers are trying to identify the process which is communicating with the new requirements. Human relations theory identifies the importance of social structure which is necessary to make a better relationship with the human. The skill and knowledge development activity of employees also improves by the training session which is focused on the workplace culture. Individual employers and managers need to focus on workplace culture which is identifying the positive elements of the environment. Specific theory is important to motivating organizational work culture and also coordinates with the individuals.
Tourism growth theory
The specific theory describes how business organizations increase the positive demands. Neoclassical growth theory is increasing the capital structure and also involves necessary business opportunities. In order to, meet the potential requirements of customers are necessary for a growing economy (Pappas et al. 2021). The growth factors of the tourism industry are involving the positive expectations and advertisement process which is important for potential growth.
Sales maximization theory
Specific theory is important to increasing more revenues of the business and that can be following some structure which is necessary for increasing sales volume. Specific theory is to maximize the sales level rather than profit maximization and also focuses on the managerial framework to increase the basic demands of business (Brown and Sharpley, 2019). Sales maximization techniques are important and which is known as the dynamic model and that allows businesses to build customer loyalty to increase profit.
Lack of knowledge and problem-solving factors also decrease business demand and competitors are involved commonly. Insufficient time structures hamper business opportunities and individual projects are required too much time. Positive knowledge, as well as the participation of local businesses, also hampers business opportunities. The socio-economic development structure is necessary to increase business demands but which is required knowledge and skills.
Social media strategy is necessary to increase the positive demands of businesses and customers and also identify the modern tourism industry. Identifying the unique challenges is necessary which is also determining the growth of international tourism. Identifying environmental destinations is necessary to identify the importance of the research. Long-term business patterns are also identified by the organization and that can be improved by the social media platform.
The social media-driven environment of small or medium businesses is depending on social media. The purpose of the case study is aware to increase business demands through the social media platform. A debt interview from the small business owner is necessary to encourage more consumers. Maintaining a relationship between the consumers and business is increasing brand exposure. A sales increment policy is necessary which promotes identifying and minimizing major barriers to business (Arvanitis, 2020). Social media played a vital role in creating relationships against difficulties.
From the SMTE case study, a detailed social media strategy is necessary for tourism enterprises and ensures positive business requirements. The purpose of the research is to focus on the social media platforms to encourage individual people to promote consumers relationship. There are some biggest challenges in the SME sector such as identifying govt. Regulations, identify the cash flow level and diversify the client base which is sometimes minimized by the social media strategy (Pappas, 2018). Creating lasting relationships with the customers is also followed by the SMTE which is eliminated by the social media strategy.
Maintaining customers relationship
Customer relationship is important which is necessary to meet all the requirements. Identifying the assumptions as well as limitations of the business is necessary and can be improved by the social media strategy. In order to, motivate customers is important to meet all the requirements. Sometimes integrated marketing communication strategy is necessary and that can take some important action plans to minimize long-term business difficulties (Arvanitis, 2020). In order to maintain marketing communication is important and is completed by individual social media platforms. Individual SMTE sectors are focusing on the customer retention process which is necessary to develop a positive portfolio of business. The sometimes small and medium tourism industry is focusing on social media strategy which is required to meet all the requirements of a business. Developing social media strategy is important and also increases the efficiency level of business.
Individual social media services are trying to enhance more business demands which are necessary for the business. The customer engagement rates as well as attracting new clients are necessary which is involved in maintaining customer relationship strategy. Sometimes domestic tourism involves positive business cultures and trying to meet all the requirements. The positive goals and objectives of the business are met by advanced technology. A specific business organization is using the current social media strategy in the tourism sector which is to develop business demands and also highlight all the requirements. Developing social media strategy is important which is useful to find out how business organizations are highlighting customers' succession plans (Pereira et al. 2019). Feedback process is necessary in the business which is necessary to meet all the requirements.
Develop new details of social media strategy
Social media marketing goals are necessary which is important to meet all the requirements of customers. A huge number of audiences are attracted by the social media strategy which is used by Jurys Inn. Social media strategy is an efficient plan to maximize customers' engagement process and take necessary action plan to meet company’s objectives. In order to generate more leads is necessary to meet all the requirements of customers. The social media strategy is important to reach out to customers' requirements (Munar, 2020). Social media strategy is a corrective way to engage sufficient customers and generate more leads to increase future opportunities. A customer engagement strategy is necessary which is achieved through a long-term succession plan through meeting positive business goals. In order to develop a multichannel approach is another perfect way to engage more commentators in the market.
Social media strategy is maintained by the organizational collusion which is considered necessary compliance of the business. Sustainable requirements of the business are achieved by social media strategy based on the business plan. In order to, measures the succession plan of a business are an important and unique strategy and which is identify key performance indicators of the business. In order to, develop a marketing strategy is important and is necessary for increasing customer demand. Identifying different types of marketing goals is important and that makes positive support to meet all the requirements of a business. Developing positive strategies is important and that can be using numerous ideas of business. Sometimes key performance indicators are important to meet the positive requirements of customers.
Advertisement is important for long-term engagement of the individual audiences and which is sometimes involves marketing strategies. Order to, maintain business demands are important and that can establish a new brand to create more opportunities. Marketing opportunities are necessary for small or medium-size business which attracts potential customers. Identifying market growth is important and that can create demand by increasing business values. Social media marketing for medium-size business organizations is important to increase demands and also increase search engine optimization. Daily conversations or customer services process is necessary to increase marketing opportunity (Djumrianti and Oseso-Asare, 2021). Internet marketing is another great way and which is improves direct sales volume.
There are different types of marketing strategies that are used by Jurys Inn which might be an increased diversification strategy. Creating a new team-building strategy is always useful to increase positive demands and is also involved in the best practices. Sometimes opportunities are favorable by the external factors which also increase competitive business advantages. Price promotions, as well as attractive discounts also important, and organizations, are played different strategies in a particular way. In order to, update social media platform is mandatory and which is need to involve an online review. Sometimes customer feedback process is mandatory and also involves unexpected returns to the business.
Tourism and hospitality sector are heavily influenced by social media. In order, it can be said the new emerging technology and the social media platforms can help to reduce the cost, enhance the operational performance and efficiency of the company, also it helps to increase the customers' experiences. As stated by the Author Tomislav (2018), The social media platforms like YouTube, twitter, Instagram are most used platforms by the people, and it has higher potential in engaging the more customers as well existing customers. Furthermore, it cues nab said the social media and online platform helps the tourism sector company, in order to develop the services and as per the customers satisfaction. Also, the turismo sector companies are easily able to interact with the consumers before or after the vacation. Moreover, it has been observed that most of the peoples are engaged with social media platforms and mobile applications to research the trip as well as share the trip experience, also through the social media and online platforms the companies who are active in the tourism sector can make informed decisions about the traveler’s personal experience. As expressed by the author Dredge et al. (2019), It will further help the companies to develop the services as per the customer choice. Social media is highly visual and able to attract potential customers.
(Source: Statista, 2022)
The study focused on the trend of digital media such as social media platforms, and online platforms in the hospitality and tourism industry globally. As per the reports, it has been observed that the companies who are active in the nursemaid hospitality sector approx. 50 to 74 percent of sales from the digital media and online platforms in the financial year of 2020. Also, it has been seen that approx. 68 percent of people have booked the hitless by using the online platforms.
As per the view of the author Jermsittiparsert (2019), In the 21 centuries where the social media is considered an essential part of human. The social media has higher p [potentials to play a major role in making the strategy for development for the tourism industry as well as the company Jurys Inn. There are some social media strategies that can help the company in order to develop and grow, such as “understand the customer's demand, optimize the website, focus on mobile, be social, live video marketing, accept online booking, tap into the power of reviews' '. In order to gain the sustainable growth and development in the tourism sector, the company Jurys Inn should try to analyze and understand the customer's choice and demand and thereafter the company should develop the services as per the demand and choice of the customers. Optimize the website and focus on the mobile will help the company in the initial level to attract the new customers. Also, through the website and mobile apps the company can easily promote itself and its services that could be help to attract the new potential customers customer. Along with the offline book, the company should try to accept online booking for proper engagement in the online platforms. Review and feedback from the customers will help the company to analyze the provided services and what the customers are expecting the company, and it will help to develop the services as per the customers demand and choices.
Market position and customer of the organization
The company jury’s Inn which is operate around 43 locations around the world. The company operates approx. 38 hotels in the UK region and it has approx. 4000 employees. As illustrated by the Milano and Koens (2022), The headquarters of the company are in Dublin, Ireland. In context, it has been identified that the company has invested approx. £ 100 million for the year to improve the facilities that has been provided to the customers by the company. Also, the company is aiming to make a new social media strategy in order to connect people in an easier way. The company has received approx. 114588 guest surveys in the year 2019. As per the reports, it has been identified that the company has generated approx. $ 518 million of revenue in the financial year of 2021. As per the reports it has been observed that the sales of the company are £ 800 million. It has been seen that the company has invested approx. £ 2.9 million in the marketing campaign in order to enhance the experience of the customers. The company has also completed 3 65 million of investment which focused on the special costumes experience.
Issues faced by tourism industry in meeting financial targets
Although, it has been observed that the company has efficiently and effectively reconstructing the financials and easily minimized the debt level of the company. A capitalized business firm is necessary which almost increases the investment return and perfect business combinations are necessary to maintain individual travelers' requirements. Sometimes individual investors are searching for new companies to increase business demands. Sometime, it has been observed that the digital disruptions completely destroy the business structure and operating performance should be decreased. Investment in the hotel sector and innovation are necessary to mitigate the identified problems in the tourism and hospitality sector. As opined by the author Thams et al. (2020), The skill and knowledge development activity of employees also improves by the training session which is focused on the workplace culture. Furthermore, it can be said that the Lack of knowledge and problem-solving factors also decrease business demand and competitors are involved in the common way. Insufficient time management can hamper the opportunity of the tourism sector and hospitality satori. Some identified issues that have been faced by the tourism industry which are “taxation related issues, travel marketing, infrastructure issues, security issues, issues related to the cross-border regulations' '.
Suggestion for future growth to the organization
Based on the evaluation it has been identified that the overall performance of the company is quite good and sustainable, also it has been identified that the company is efficient and effectively reconstructing the financials and easily minimizing the debt level. As per the view of the author Fletcher et al. (2019), Apart from this, it can be recommended to the company to properly engage in the social media platform and online platform can provide the extra advantages to engage with the customer and attest the new customers. Understanding the customers and reviewing the customers will help to analyze the needs and expectations of the customers to the tourism industry. Further, the company should try to be on the online platforms and also accept the online booking to engage with the costumers.
The main impacts of social media strategy in implementing the different departments in tourism, hospitality and universities sectors are stated in this study. As per the view of Korzynski et al. (2020), this kind of strategizes star adopted to attract different customers and to reduce the costs of the stated product. The willingness or eagerness of the customer in the aforementioned segments reflects the accuracy of the social strategy. The strategies must contain “content, time of posting and frequency of posting” the contents. The hotel company Jurys Inn operated in the country the UK and have different franchises in different locations. As per the author Kwayu et al. (2018), this shows the authentic business plan of the firm to attract customers from regions of the world. There are a few strategies that can be adopted by the tourism and hospitality business which are as follows.
Figure 4: Social media strategies
(Source: Soegoto and Utomo 2019)
For the company Jurys Inn, the AR strategy will be accurate to increase its sales by providing quality experiences. As stated by Leighton et al. (2021), the hospitality sector involves various processes where it can increase its sales and production to attract more no. of customers. The location of the hotel reflects the accurate place for adopting this strategy. The “vibrant towns and cities across the UK” resemble an accurate place where they can easily approach to different groups of people through social sites. The promotional video must include the exact location of the hotel with its vibrant structure. As opined by McRobert et al. (2018), the different structures and different locations enable the firm to manage more no. of customers for tourism purposes. Effective social strategies enable a good and strengthening relationship between the hoteliers and the customers.
The tourism industry mainly follows three elements for the business and marketing plan. The first is to run the SWOT analysis of the place and the hotels. As narrated by Plowman and Wilson (2018), the second is to value the business propositions to get numerous positive responses from the guests. At last, the third is to make a competitor profile to set up certain standards that can help in gang more advantages in near the future. The strategy is implemented to provide the best “products and services such as destinations, hotels and transport services” to the tourists and the guests. As mentioned by Soegoto and Utomo (2019), the main and important mercies of enlarging the social media groups and keeping certain standards the KPIs are useful. As the company always provides best services to their guests but due to the environmental changes, it affects the business in overall basis.
There are other strategies that can be followed to enhance the business plan of the hotel industry. Those strategies can be effective in measuring the changes in the hotel revenues after the adoption of the strategy. As per the view of Wheatley et al. (2020), the usage of the social media strategies includes various steps such as starting the ideas, developing content, publishing it on the social platforms and other steps. Moreover, these steps imply a positive direction to the marketing and business plan for the stated hotel. The presence of these strategies can measure, improve, and report the correct assumptions in managing the tourism industry as per the customer or guest preferences. Social media engagement comprises beneficial results in gaining a competitive advantage by comparing other hotels.
This new social media segment is highly recommended because it has a positive exposure to gain the trust of the travelers. The guests like the accurate services that can be provided by the hotel, by this strategy the exact facilities and services can be ascertained by the customers through a single video or reviews from the web page.
Based on the above context the social media engagement and strategy are totally aligned with the stated objective and goals of the company. The chosen strategy AR will imply more no. of customers to the hotel as different tourist wants variations in the tour locations. However, the highlighted recommendations show the fruitful outcomes for the hotel business. Based on the report, it has been evaluated that the potential of the company Jurys Inn in the tourism and hospitality sector. Moreover, it has been observed that the company has operated approx. 43 locations around the world. Further, it has discussed the literature review and case study for the company and has discussed the conceptual framework that helps the company to evaluate the importance of social media in order to enhance the tourism sector. Further, it has been discussed the concept of sustainable business practices for the small enterprise. Also, it has been discussed how the small business can use social media as a strategy to promote the tourism sector and hospitality. Furthermore, it has identified and discussed the problems that have been faced by the tourism and hospitality sector. In order to the problems, it has been identified that the digital description is completely destroying the tourism sector, business structure and operational performance. In order to find the issues, it has been discussed in theoretical discussions which are “human relation theory, tourism growth theory, and sales maximization theory”
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