A Case Study of Sheraton Nha Trang Hotel & Spa

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Social media are defined as a second generation of Web development and design, that aims to facilitate communication, secures information sharing, interoperability, and collaboration on the World Wide Web.This paper aims to focus on the usage of social media and brand awareness in the hotel industry. A case study of Sheraton Nha Trang Hotel & Spa has been presented and evaluated inorder to give the reader a proper understanding of the concept of social media and brand awareness.

TABLE OF CONTENTS

ACKNOWLEDGEMENT2

DECLARATION3

ABSTRACT4

CHAPTER 1 : INTRODUCTIONI

Background of the Studyi

Aim of the Studyiii

Objectives of the Studyiii

Background of Sheraton Nha Trang Hotel & Spaiii

CHAPTER 2 : LITERATURE REVIEWVI

Social Media and Business Marketingvi

Social Media and Online Community Marketingvii

Social Media and Marketing Communicationsviii

Change in Communication through New Mediaix

Opportunities from Social Media Marketingxi

Better Brand Managementxi

Direct Interaction with Customersxii

Targeted Customersxiii

Built-In Seeding Mechanismsxiii

Challenges of Social Media Marketingxiv

Being Relevantxiv

Management of Comprehensionxiv

Boom of Social Software and Collaboration Solutionsxv

Difficulties to Consolidate the Monitoring Indicatorsxv

Conclusionxv

CHAPTER 3 : METHODOLOGYXVII

Classification of research methodsxvii

Multi-method studiesxvii

Mixed-method studiesxviii

Steps in mixed methodologyxviii

Strength and weakness of the mixed research:xix

Strengthsxix

Weaknessesxix

Search Techniquexx

Literature Searchxx

Reliability/Dependabilityxx

Ethical Considerationsxxi

CHAPTER 4: CASE STUDY ANALYSIS: SHERATON NHA TRANG HOTEL & SPAXXIII

Usage of Social Media for Sheraton Nha Trang Hotel & Spaxxiii

Other Media Search of Sheraton Nha Trang Hotel & Spaxxiii

Social Media as Platform for Interaction for Sheraton Nha Trang Hotel & Spaxxiv

Social Media Sites for Sheraton Nha Trang Hotel & Spaxxv

Sheraton Nha Trang Hotel & Spa and TWITTERxxvi

Social Media Dialogue for Sheraton Nha Trang Hotel & Spa and its Stakeholdersxxvii

Marketing Usage of Social Media by Sheraton Nha Trang Hotel & Spaxxviii

CHAPTER 5 : CONCLUSIONS AND IMPLICATIONSXXX

Managerial implications for Sheraton Nha Trang Hotel & Spaxxx

Research recommendationsxxxi

REFERENCESXXXIII

CHAPTER 1 : INTRODUCTION

Background of the Study

The Internet has revolutionized communication, allowing individuals and organizations to overcome geographical and time constraints, which in turn allows consumers and companies to connect around the world at any time (Harris & Rae, 2009). Online communities allow people to gather together on the Internet for various reasons, including searching for and sharing information, discussing communal issues, and making inquiries (Wang & Fesenmaier, 2004a). With rapid changes in information technology, these online activities are now performed via a new form of communication technology known as Web 2.0' or social media (Gretzel, Kang, & Lee, 2008). Social media are defined as a second generation of Web development and design, that aims to facilitate communication, secures information sharing, interoperability, and collaboration on the World Wide Web (Paris, Lee, & Seery, 2010, p. 531). There are numerous social media sites; among the most popular are Facebook, LinkedIn, and Twitter ...