Introduction
The advent of information technology has opened new avenues for business enterprises to reach out to their target audiences. Today, digital marketing has become part of every business firm, regardless of the industry. The predominant importance played by digital marketing has a direct impact on how businesses operate. With a contribution of 10% of the global GDP, the tourism and hospitality industry is often the largest in the world (Goldfarb and Tucker, 2019). However, in 2020, the tourism and hospitality industry was drastically disrupted by the outbreak of COVID-19, which forced hotels, restaurants, airlines, and cruise companies to close. It is also worth noting that the industry has attracted several players, hence stiff competition. To carve a niche over the rest is essential for organizations within the industry to carry out aggressive marketing campaigns.
The success of a television commercial for Bulova watches in 1944 inspired many businesses to embrace marketing as an essential tool for business operations. The subsequent two decades witnessed the expansion of marketing initiatives and the emergence of full-time advertising agencies. Organizations could now spend as much as 15% of the total revenues on marketing (Gupta, 2018). By the 1970s, it was apparent that customers had various choices, which necessitated firms to ensure that their products matched their target customers; specific needs. Hence, many enterprises made customer satisfaction and service quality part of the organizational strategy. In addition, companies developed marketing departments within their operations to handle the issue. Advertising agencies that entirely devoted their time to doing marketing campaigns on behalf of businesses came into being as well.
Research Purpose and Objectives
Before proceeding with the research, it is necessary to determine the philosophical approach to conducting the research. Hence, critically, positivism becomes the most effective, which is aimed at focusing on productive results. At the same time, it is important to consider realism, the value of which consists in the expectation of plausible results from the study. Researchers can gain a broader understanding of the problem through the research paradigm. This academic paper is based on the notion that despite the negative impact of the pandemic, the tourism industry is rapidly gaining strength and developing.
The tourism and hospitality industry has been one of the worst-hit by the novel coronavirus pandemic that struck the world in early 2020. To recover from the damages and losses caused by the pandemic, players in the industry have devised various strategies to win back their traditional customers. Coincidentally, online business approaches became the most preferred during the pandemic. Hence, as businesses are smarting themselves from the adversities of COVID-19, it is essential to highlight how they leverage digital marketing platforms to carve out an edge over their competitors.
The main purpose of the research proposal is to assess the effectiveness of the implementation of digital marketing in the tourism and hospitality industry on customer satisfaction. The valuable role of research in the management and growth of tourism and hospitality organizations is to help players in the industry gain relevant information about the significance of social media marketing and how it will boost their businesses. The leading objective of the work is to study the literature and gather necessary information about digital methods in the tourism industry. In addition, Appendix A shows the project plan that was made using the Gantt chart, which includes the stages of the research.
Literature Review
Introduction
Against the increasing role that social and digital media play in the tourism and hospitality industry, several scholars have attempted to delve into the matter in-depth, particularly regarding data strategy. Within the framework of realistic research paradigms, it is worth noting that in the field of tourism and hospitality management, scientific works could not fully cover some important aspects. Hence, from a range of research paradigms the existing studies and their methodological approaches to research have not yet fully explored the in-depth relationship that exists between social media marketing and customer satisfaction in this industry (Desai, 2019). The existing academic works on the subject tend to primarily focus on the modalities of infusing social media campaigns into the business’s operations.
Several studies have made sense of the significance of digital marketing to the entire spectrum of the tourism and hospitality industry. According to Damnjanović et al. (2021), tourism and hospitality are often confused as the same thing. However, while tourism is the umbrella term that defines all the activities that create a tourist experience, hospitality, on the other hand, refers to the business of assisting people to feel relaxed and comfortable as they enjoy themselves. Over time, tourism and hospitality have evolved into something many enjoy, contrary to an experience only reserved for a handful of people. Historically, traveling as a tourism event was reserved exclusively for the upper class and the royalty.
During the Middle Ages, several societies encouraged their members to participate in religious pilgrimages. For instance, in the Islamic faith, the annual pilgrimage to Mecca or Hajj has made travel a default activity for every Muslim worldwide. Tourism and hospitality made a significant milestone when rail travel began to gain popularity in the 19th century (Piñeiro-Otero and Martínez-Rolán, 2017). However, it was not until 1952 that air travel became synonymous with the tourism and hospitality industry (Piñeiro-Otero and Martínez-Rolán, 2017). Modern-day tourism is attributed to the introduction of commercial flights.
About 4 billion people use at least one social media platform regularly. Therefore, it is incumbent upon business leaders and managers to familiarize themselves with the intricacies of digital marketing. Some pundits have even argued that the traditional marketing platforms will disappear sooner rather than later as digital spaces continue to expand. According to Piñeiro-Otero and Martínez-Rolán (2017), digital marketing has numerous advantages that will combine to edge out traditional platforms. First, thanks to digital platforms, an organization can manage to reach out to a large audience in minimal and shorter periods (Bala and Verma, 2018). This can be done through mail, websites, and social media platforms (Figure 2). This adds to the reasons why digital marketing is cheaper as compared to traditional media. The attractiveness of digital marketing is further exacerbated by the popularity of smartphones, computers, and tablets among consumers.
Many people find it difficult to imagine a world without the internet and digital marketing. However, over the past thirty years, the growth in digital marketing has been forced to keep up with the rise in technological advancements (Sharma et al., 2020). Whereas the era of sales had seen the invention of the telephone, the rapid rise of television marked another crucial milestone in advertisement and marketing. Nonetheless, the most significant change in marketing history was realized when the internet and digital platforms became a reality.
The Economic Impact of Tourism and Hospitality
Throughout history, tourism and hospitality growth has been severely interrupted. Some of the major interruptions of the industry include the First and the Second World Wars, the September 11, 2001 tourist attack, and the Great Depression. The latest interruption is the COVID-19 pandemic, which has had severe effects (Figure 1). These adverse global events drastically interfere with international travel (Albattat, 2020). Tourism is a significant economic activity that has the potential to generate positive impacts. In 2018, just before COVID-19, there were more than 1.4 billion international travelers, representing an increase of 5% from the previous year (Goldfarb and Tucker, 2019). The sheer growth of the industry is an illustration of how strong the global economy has emerged. Therefore, the economic impacts associated with tourism and hospitality make the industry quite important.
Digital tourism marketing can be traced back to the advent of the internet. Today’s modern digital marketing was initially carried through Web 1.0, which allowed companies to create “read-only” web pages (Pacelt, 2021). These pages contained content that customers could only read and nothing more. Platforms such as these did not offer many contributions to tourism and hospitality marketing since the availability of information was only one-sided (Parvez et al., 2018). The beginning of the internet as it is today was realized in 1999 with the creation of Web 2.0 (Pacelt, 2021). This dynamic and active tool created by Darcy DiNucci allowed communication to be executed on two sides. This way, users were able to interact with each other. The most outstanding benefit of this kind of communication is that it provides a platform for users to post views and share their experiences. Thanks to this innovation, the digitalization of tourism and hospitality marketing emerged.
As technology advances, Web 2.0 has metamorphosed into Web 3.0, characterized by increased speed and the availability of multiple online applications in addition to creating user-generated content. From this brief history, it is thus safe to conclude that digital marketing is an ever-evolving phenomenon that keeps changing daily. Therefore, according to Piñeiro-Otero and Martínez-Rolán (2017), digital marketing is best executed through social media, which comes in different types (Hristoforova et al., 2019). These include content communities, virtual games, collaborative projects, social network sites, and virtual communities. Regarding tourism and hospitality, Albattat (2020) argues that collaborative projects offer facts, statistics, and general information about the destination. This implies that digital media plays a crucial role in different tourism and hospitality perspectives, particularly when it comes to decision-making, promotion, and information search.
Trends, Behaviors, and Preferences in Tourism and Hospitality
From the analysis of the historical developments and trends of the Internet, it is apparent that consumer experiences and behaviors have drastically changed over time. Today’s tourists are more demanding and expect more from their hosts compared to the past. Hence, one of the most innovative ways to approach this is to seek a more personalized strategy to deal with them (Tsourgiannis and Valsamidis, 2019). According to Damnjanović et al. (2021), service providers must accurately gather and analyze relevant customer information and act on them appropriately to meet these tourists’ expectations. Indeed, it is not enough to only gather information since various stages of tourism and hospitality should be assessed individually (Kapoor and Kapoor, 2021). The current data collection stages involve before, during, and after the phase of travel. If data collected in all three stages are analyzed, an organization can create a complete image of a client, albeit virtually.
A tourist hotel would, thus, have a database of the expectations, travel behaviors, and needs of a particular customer. This tallies with Tsourgiannis and Valsamidis’s (2019) arguments that social media is primarily used for information gathering on the part of the tourism and hospitality industry players. However, social media helps the customer avoid bad hotels and destinations, seek advice before booking, and compare different alternatives. Incidentally, this kind of information will only be available to customers if organizations aggressively market their tourism and hospitality products digitally.
Customer Satisfaction as a Factor in Digital Marketing in Tourism and Hospitality
When it comes to tourism and hospitality, one of the most significant decision-making process determinants is the satisfaction of customers. Tsourgiannis and Valsamidis (2019) argue that when customers are satisfied, they are more likely to share their positive experiences through various online platforms by posting their reviews, which both family and friends will see. Incidentally, it is more likely that a satisfied customer will recommend a particular destination to others (Gupta, 2018). In the views of Albattat (2020), a delighted customer remain loyal to the organization. On the other hand, a low satisfied customer would not wish to recommend a destination to his or her friends and family members. In addition, satisfied customers are more likely to purchase additional services from an entity as compared to unsatisfied customers.
One of the primary reasons why tourism and hospitality organizations are increasingly presenting their products and services online is to trigger communication with their customers and sell more and reduce interaction costs with clients. With the growth of information technology, the entire tourism and hospitality industry is changing (Damnjanović et al., 2021). Incidentally, the methods through which tourism and hospitality products and services are delivered and communicated to customers around the globe have been affected by these changes (Figure 3). The internet has proven to be a cheaper method of communication over the years.
Over time, traditional travel agencies have substantially been replaced by online travel services. This is because the latter offer updated and detailed information about the desired tourism and hospitality services and destinations. Moreover, it also sets no restrictions or boundaries for potential customers (Singh & Munjal, 2021). Furthermore, digital marketing allows customers to enjoy the advantage of additional services such as renting a car (Alghizzawi, 2019). Thus, with digital marketing, tourism and hospitality organizations allow customers to access detailed information about their products and services. It also offers multiple payment options, more outstanding assistance, and instant delivery.
Clients who are used to relying on traditional ways to gather relevant information about tourism and hospitality products and services would definitely find digital marketing tools more beneficial. In addition, digital marketing leaves minimal chances of misinterpretation. This means that digital marketing tools make customers less likely to be misled. For tourism and hospitality organizations, digital marketing is not limited to fixed office hours (Khmiadashvili, 2019). It can be done throughout the day and at night. Hence, it is a better platform to reach out to clients all over the world.
Factors Affecting the Implementation of Digital Marketing in the Tourism and Hospitality Industry
In tourism and hospitality, strategies for marketing are informed mainly by the need to satisfy customers by ensuring they experience comfort. Tourism facilities can be divided into three groups- principal tourism superstructures, tourism complimentary means as well as supporting tourism superstructures (Pelsmacker et al., 2018). The main tourism superstructure category includes tourist transport companies, restaurants and hotels, travel agencies, tour operators, and attractions. These are complemented by supplementary tourism superstructures that enhance tourists’ comfort.
Companies that provide recreational activities to tourists are included in this category. Others include destination and recreational facilities and public infrastructure facilities such as roads, water, and airports. The primary aim of these facilities is to enhance or improve a tourist’s stay across different destinations. Meanwhile, supporting tourism superstructures include mailing services, nightlife, souvenir shops, and entertainment. They ensure that tourists stay at their destinations comfortably (Liu et al., 2022). The ability of an enterprise to provide these services will determine whether visitors will flock to an establishment or not. Incidentally, these products and services can be broadcasted through social media sites.
In the opinion of Semerádová and NěmečkováVávrová (2017), the adoption of the most appropriate marketing tools and strategies in the tourism and hospitality industry play a pivotal role in revenue maximization. It is also significant in managing the company’s reputation and building strong brand awareness. However, players in this industry should be aware of the industry’s volatility, especially in the wake of the devastating COVID-19 pandemic that almost paralyzed the entire global economy (Mkwizu, 2020). There are several ways through which an organization can market its tourism products and services within the industry. It is incumbent upon an organization to diligently choose a strategy that would best work for it. The most important factors to consider are whether the selected strategies promote the business venture, attract more customers, generate awareness of the brand, and give the business a competitive edge (Kannan and Li, 2017). Many present-day marketing strategies in the tourism and hospitality industry are centered on the use of the internet, online advertisements, and social media platforms.
There is no doubt that tourism and hospitality are one of the largest industries in the world. It also follows that this is a highly competitive industry. Therefore, organizations operating within the tourism and hospitality industry must devise ways that make them stand out among their rivals in their pursuit to promote themselves as the most desired options for tourists (Semerádová and NěmečkováVávrová, 2017). Thus, businesses must strive to highlight the specific things or areas that make them different from their rivals. Incidentally, this can be effectively achieved through designing appropriate marketing strategies. Digital marketing has been identified as one of the most effective approaches to attaining this goal.
Consumer Behavior in Tourism and Hospitality
According to Sawicki (2017), customers in tourism and hospitality use their senses to hear, touch, see, and smell to comprehend messages conveyed by business enterprises. This means that it is customary for customers to decide the appropriateness of a product or a service based on perception rather than the actual acts; argue that several factors are responsible for determining the choices made by consumers (Sawicki, 2017). Such factors can as well be personal and mirror the wants, previous experiences, motivations, personal lifestyle, and needs of the consumer. They include interpersonal factors like social class, opinion leaders, culture, and family.
Social media marketing has emerged as one of the most important tools used to enhance perception among consumers. Consumers on social media sites are exposed to volumes of information that are meant to sway their decisions about different tourism and hospitality products and services (Goldfarb and Tucker, 2019). The challenge of online marketing, nonetheless, lies in the fact that one can only be noticed within the information customer volume. Consumers today seek information that is real-time, which marketers must respond to.
Research Methodology
One of the main objective of this research proposal is to assess the effectiveness of the implementation of digital marketing in the tourism and hospitality industry on customer satisfaction. Various methodological approaches to researching management problems in discussed industries can be used; however quantitative proved to be the most effective due to the conservation of time and the magnitude of the information received. At the same time, using the paradigm of realism in the construction of the design of the study, it is also necessary to conduct a qualitative collection of information. This is due to the fact that it can provide deeper and more detailed data.
To collect the primary data, this study will use a quantitative research method, which will involve the survey of 50 guests in a particular hotel through the use of a digital distribution survey. The guests will be both local and international, and the hotels will be based in leading international tourist destinations. The second part will be qualitative research where a specific number of hotel managers will be selected for interview. The managers will be divided into two sets: the first set will be from hotels already implementing digital marketing strategies, and the second set will be managers yet to do so. The third cadre of managers to be interviewed will be those partially implementing the digital marketing strategy.
Two hundred fifteen hotel guests will take part in the primary survey, which will be accomplished through the administration of questionnaires. It is expected that 150 questionnaires will be returned as fully filled. This will further be processed, tabulated, and analyzed using content analysis methodology. Since the younger population are the ones most targeted by online marketing, guests between the ages of 20 to 45 will form the bulk of the sample. After identifying the hotel destinations that will be considered for the study, arriving guests in the month of January will be selected and requested to take part in the study. An online questionnaire will be sent to them through their email addresses, which will be obtained from their registration information. A consent form will be attached to the questionnaire to assure the respondents of the safety of their data.
Although only 150 participants will be expected for data analysis, a total of 215 questionnaires will be sent out just in case some fail to take part in the study. Age, gender, the level of customer satisfaction, and whether they are willing to refer their friends and families to the facility will be some of the information sought through the questionnaires. The quantitative data obtained from the questionnaires will then be tabulated and analyzed. On the other hand, a total of 20 hotel senior managers and executives will be interviewed, specifically on whether they are using social media and digital marketing to advertise their tourism and hospitality products to their target customers. Those who answer in the affirmative will be asked to state their experiences and the outcome that such actions have brought to their organizations.
Findings
Content analysis was used as a methodology to analyze the gathered data. Of the 215 questionnaires sent out, only 168 were sent back as fully filled up. 60% of the respondents were males, while 40% were females. Most of the respondents were tourists between the ages of 22 to 38. 80% admitted to having been lured into their present destinations through advertisements that they came across on their social media platforms. 54% of the participants revealed that they give reviews of their experiences in their facilities on their social media sites. 67% also said that they reached the decision to come to the facility after the reviews they read online. 48% revealed that they shunned other facilities that had negative reviews from the previous customers’ experiences that they had encountered online on their social media pages.
On their part, 89% of the managers interviewed disclosed that they recognize the significant role played by social media in marketing their tourism and hospitality products. 63% of the respondents revealed that they use social media marketing, while 84% of those who are yet to embrace it mentioned that they have solid plans to do so. All the respondents who admitted to using social media marketing also disclosed that they are seeing positive impacts of doing the same.
Discussions
From the data obtained above, it is clear that many customers and managers are aware of and appreciate the critical role played by social media marketing. Customers make important decisions regarding their purchasing choices based on the information they receive through their social media sites. They are also willing to share their experiences in various destinations on social media. This reinforces the idea that social media is an important marketing tool that all players in the tourism and hospitality industry should take advantage of. Since most managers are in consensus that social media marketing is boosting their revenue, it is safe to conclude that every severe industry player should embrace the concept.
Conclusion and Recommendations
Social media and digital marketing are rapidly changing the business world. Many businesses soon realize that a satisfied customer is an asset to a business. Such a client will most definitely be a good ambassador by sharing his or her good experiences with other potential clients. However, despite the vital role played by social media marketing in boosting a business’s prospects, it is significant to plan for it comprehensively. Planning for effective marketing services requires deliberate and effective strategies among the tourism and hospitality industry players. A multiplicity of alternatives need to be carefully evaluated to choose the most appropriate activities for particular markets. While at it, one must anticipate challenges, adapt to them, and measure success. Marketers in the tourism and hospitality industry can also follow the PRICE concept, a strategic marketing management process.
Digital and online marketing is developing at a swift pace and replacing traditional forms of communication. The significant role played by digital marketing in the tourism and hospitality industry cannot be over-emphasized. Indeed, many players in the industry are introducing online communities as part and parcel of their marketing tools. The PRICE concept entails planning, researching, implementing, controlling, and evaluating. In planning, the marketer must identify where the business is at the moment and research where it would be after a specified time. Implementation entails all the activities designed to get the business to its target goal while controlling carries out deliberate actions to ensure the plan succeeds. Evaluation is identifying the gaps that could impede progress and rectifying them. This way, marketers in the tourism and hospitality industry will manage to meet the companies’ objectives and satisfy their customers’ needs.
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Appendix A
