Social Media Effect on Customers Choice of Hotel - Literature review Example

 Social Media Effect on Customers Choice of Hotel Introduction Social networking sites have increasingly become significant marketing tools in the hospitality industry. Hotels have in the recent past discarded the traditional marketing matrix and opted for the emerging technologies such as social media. The traditional marketing tools have failed to live up to its expectations in the modern dispensation in terms reaching many people in a short time. Consequently, customers have found social media to be suitable in so far as deriving the necessary information is concerned. Social media do not just provide information concerning hotels, but also has reviews that can assist customers in critical decisions. This paper puts into perspective the various ways through which social media affect customers in choosing hotels. Social media is an important platform through which people share experiences and fundamental issues of concern. Customers rely on social media to learn about information concern a hotel from other people's perspectives (Cox et al. 2009, p. 6). Social media responses are varied a diverse to the extent that it encompasses negative and positive reviews. From the reviews, a customer can make appropriate decisions to the hotel to visit having been empowered by the social media information (Starkov & Mechoso 2008, p.16). Additionally, customers can make a comparative analysis concerning the various options provided and take the best options that suit their individual expectations. The essence of social media is networking and sharing important information. Social networking sites like Facebook provide an important platform where people can share experiences, photos, physical the design of the hotels and the orientation of the place. Through such information, customers can compare, see read reviews and individual opinions concerning the hotel. The information collected on Facebook or Twitter has a measurable effects and influence individuals to a greater extent in making important decisions. The data available on social media have significant data that can aid in making certain generalization. Social media is important platforms, where people are able, learn the policies of the hotel, the social amenities and the attitudes of the staff. The decision to travel and get accommodation in a particular hotel is dependent on the opinions and reports available on social media. Essentially, social media is a planning tool that is employed in preparing for a vacation (Christou & Gretzel 2012, p. 14). The influence of social media cannot be overemphasized because it brings millions of people together over a short period and in a single forum (McKay 2010 p. 30). Ideally, social media enhances conversations and with various hotels providing instant feedbacks based on the issues raised. Crotts (1999, p. 149) intimates that social media has become an active marketing tool, prompting hotels to engage individuals on various occasions constantly. A customer can prompt a conversation on social networking site such as Twitter as to get the necessary information necessary for decision-making (Kasavana 2008, p. 1). It is important to note that most of the hotels provide positive feedbacks, and that make it possible for customers to book for a vacation or accommodation (Noone et al. 2011, p. 305). The interactions that occur on social networking sites are incredible, and customers can choose a hotel based on the conversations and interactions that occur in social media. Some of the social networking sites have advertisements that showcase the premises and the kind of services offered. Hotels provide video links to customers as a means of enabling customers to connect with the premises and identify some of the features that meet their expectations and needs (Dwivedi 2007, p.415). In the modern dispensation hotels have their videos on YouTube and some attached to Facebook and Twitter, showcasing the various services offered and the important facilities that attract new and returning customers (Lanz et al. 2010, p. 23). Consequently, the advertisements are not mere cosmetic materials, but are important to customers who have to make a choice what fits their expectations. Essentially, the idea behind the video facilitation to allow customers to make a comparative analysis of the products and services offered (Luck & Lancaster 2003, p. 213). The customers are, therefore, able to determine if the services and products offered have a value attached to them that would prompt expenditure of a certain amount of capital. The effect of social media on various age groups is diversified to a greater extent. Case in point is that various age groups use social media for diverse reasons. The millennial generation is the pioneers of social networking. They depend on social media for news items and other information that are deemed influential in the society. The baby boomers spend most of their time on Facebook and other social networking sites. Teenagers use social media as networking tool where they can connect with friends. The use of social networking sites has certain variations in terms of age. Case in point is that most of the adult population uses Twitter as a preferred social network (Kaplan & Haenlein 2010 p. 68). Most of the teenagers on Twitter follow celebrity news without due consideration for news articles. Essentially, most of the adult population uses the social media to seek for information while the teenagers and young adults use it for fun (Stelzner, 2010, p.45). Social networking is not a concept emanating from emerging technologies; it can be traced from the ages of enlightenment (Thevenot, 2007 p. 12). Individuals began networking by sending each other information that had personal orientation. In the most social media was not used for the similar purposes for which it is being employed in the modern dispensation (Edosomwan et al. 2007, p. 79). Essentially, social media had limited impact on the choice of a hotel as there was no sufficient information provided to enhance effective decision-making. In the modern dispensation, social media is being employed as a communication and an advertisement tool (Hardin & Kim 2010, p. 75). Most of the information carried on social media is incredible and authentic and help in effective decision-making. More information is available on social media with reviews, opinions and feedbacks that enhance comparative analysis effectively making the customers make appropriate choices (Hospitality Technology Magazine (2008, p. 18). Conclusion The effect of social media in the modern dispensation cannot be overemphasized. Marketing has been revolutionized because social media can reach a number of people in a short period. Social networking can be traced from the traditional days though it was not used for similar purposes as it today (Violino, 2011 p.2). In the modern dispensation, social media is an important tool for advertising and make it possible for customers to make appropriate choices to visit some hotels. Bibliography Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The role of user-generated content in tourists' travel planning behavior. Journal of Hospitality Marketing & Management. doi:- 10.1080/19368620903235753. Christou, M. & Gretzel, U. 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