Critically analyse the role of social media in hotel marketing

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Data Analysis

This is the most intriguing part of the study as it explores the answers to all the riddles that are put forwarded above about the usage of social media as marketing strategy by both the hotels. As this study considers the situation of two hotels that are Matfen Hall and Close House as case study so it is imperative to undertake a comparison about the practice of using social media as marketing strategy in both the hotels.

The following part of the paper reflects all the answers that are obtained from the managers of both the hotels through the process of interview. First of all answers to each question of the questionnaire are mentioned that are obtained from the mangers of Matfen Hall then the answers given by the managers of Close House are mentioned. After stating obtained answers a comparison is made between the answers and the strategies that are used by the two hotels.

Usage of Social Media as Marketing Strategy by Matfen Hall

A number of different questions have been asked that are the part of the questionnaire from the managers to get to know how social media is used as marketing strategies. Following are the different ideas that are obtained by the managers:

Marketing Strategy

The first question is about the marketing strategy. The first question asks whether the marketers at Matfen hall use marketing strategy or not. In response to this question the marketing and sales manager of the hotel provided the following response:

The marketing and sales manager at Matfen assert that in today's extremely competitive environment no organization can survive without adopting a marketing strategy. The marketing and sales manager purported that there are two ways through which they implement their marketing strategies. The manager posited that they have one in house department of the marketing and they also outsource this function to an outside organization. According to the manager the in house or internal department of marketing is responsible for devising promotional campaigns and formulating other strategies of marketing whereas, the external department is responsible for the implementation of the devised and formulated strategies. The manager mentioned that they also consult outside agencies for search engine optimization SEO. This means that in order to make the first hotel result when anyone searches for hotels the Matfen Hall rely on the services of the outside agency.

When the manager was asked about what type of marketing strategy is in place at Matfen Hall then the manager responded that they believe in informative marketing. By explaining this phenomenon the managers elaborated that the philosophy with which the hotel works is that they believe in providing complete and thorough information to the target market and then allow then to make decision to choose their hotel.

Target Market

The next question is about the target market of the organization. In response to the question of the target market the marketing and sales manager of the hotel said that we are open for ...