CHAPTER 1: INTRODUCTION

1.1 Introduction
The first chapter of this project contains brief overview and background of the research topic.
It is followed by the introduction to selected case study, problem statement, aim and
objectives, and rationale and significance. Lastly, definitions of core concepts are stated.

1.1 Overview and Background Study:

In the global phenomenon and emerging trends, there has been significant growth in the
popularity of social media (Balamurugan, 2015). The social life and economic progress of the
individuals and countries have been drastically affected by emergence of internet in 20th
century (Milano, Baggio & Piattelli, 2011). With internet Web 2.0 advancement, social
networking sites extensively grew and led to business growth as now social networking
websites are changing the complexion of market (Ibid). Nowadays, social networking sites
are used as a tool to market and promote business along with interaction with customers
(Seth, 2012). According to Clark and Robert (2010), targeting audiences, entertaining and
informing pupil, and job networking are the basic functions of social networking sites in the
present era.
Primarily, social networking sites were created with the purpose to entertain people however,
with the passage of time, its functionality altered significantly as now internet and
information communication technologies are combined together to ensure business
individuals communicate with their targeted audience and future customers (Assenov &
Khurana, 2012). In the tourism and hospitality sector, organisations have used social
networking sites to its advantage by ensuring customers are attracted and communicated
about every little detail (Clark & Roberts, 2010).
Facebook is a recent example that is used by organisations related to hospitality and tourism
to communicate and regularly update its present and future potential clients. Prior, there was
no such concept that social sites would be used as marketing and promotion tools (Seth,
2012).
Previously, organisations used conventional social media tools to promote its business
including; television, radio, newspaper, etc but internet revolutionized as now social

networking sites have overcome the geographical location and time because now
organisations can easily communicate with the distant audience through internet in short
timeframe (Harris & Rae, 2009). In addition to that, previously, the process of
communication used to be long and time consuming as it took time to seek information and
wait for the response but nowadays with the advancement of internet, customer issues and
queries can be resolved in a prompt manner (Wang & Fesenmaier, 2004). Moreover, in past,
the physical activities were mainly used to promote and advertise business products and
services but now online activities are common especially in tourism and hospitality sector to
communicate with the consumers (Gretzel, Kang, & Lee, 2012).
The work of Paris, Lee, & Seery, (2010) showed that social media is a generational
development and driven from the earlier concepts of web development and designs that
started with the purpose or entertainment but later on shape up as a vital instrument to share,
inform, collaborate, and facilitate communication. To support aforementioned statement, it
can be seen from the work of Jain (2010) that reflects the importance of various social
websites including; Facebook, Twitter, LinkedIn, etc used as a platform to create awareness
about products and services along with regular customer correspondence inside hospitality
and tourism sector.
The above argument shows that, with the passage of time, tools and techniques have modified
to large extent. Nowadays, businesses in hospitality and tourism are using social networking
sites as a platform to advertise, promote, and market its services and products. Moreover,
social networking sites have taken over conventional methods to communicate with the direct
and indirect customers.

1.2 Introduction to Marriott Hotel:

In the central location of Karachi stands the most outstanding luxurious hotel "Marriott
Hotel". It is in the centre of metropolitan city near CM House, which is slef-explanatory that
it is placed at the key location of business hub (Marriott Hotel, 2015). Karachi being a
business hub offers a wide variety of services to different types of business people therefore
business class usually prefer to stay at Marriott Hotel to be near key business markets.
Moreover, for leisure and personal retreat, it is one of the finest hotels that have wide range of
cousin. There is a separate conference hall for special delegations and rooms have most
advanced technology and styles (ibid). The corporate dinners, gourmet lunch, and
refreshment tea are served in great manner to customers (Marriott Hotel Karachi, 2015).

The hotel is very active on social networking sites to update its customers with all recent
trends and developments. There are special announcements on different social networking
sites about seminars and conferences taking place inside the hotel (Marriott Hotel Karachi,
2015). In addition to that, the hotel is in the central location thus it is near to the most
important business area (II Chundrigarh road, Saddar, Clifton, etc) (cited from Marriott Hotel
Karachi, 2015).

1.3 Research Problem:

Previously in Pakistan, there is no specific study commenced on the topic thus there is no
conclusive evidence available that can confirm to what extent the tourist are attracted and
influence by social media to decide their location of stay. Moreover, the previous studies are
single dimension mainly focusing on social media attraction while this study attempts to
examine the role of social media marketing in forming strong image of brand destination
through five star hotels in developing economies.

1.4 Aims:
In the light of statement of problem and background study following aim is developed as;
"The aim of this study is to examine the role of social media in hotel marketing to attract
tourists in central Karachi".

1.5 Objectives:
To accomplish the aforementioned aim, following objectives are developed in this study;
1. To critically examine the potential and role of internet in changing the marketing methods
of hotel from conventional to most advanced methods by means of social media as change
instrument.
2. To commence a primary investigation to explore the key aspects, role and strengths of
social media marketing as part of hotel Marriott's marketing strategies to attract its potential
customers.
3. To investigate the role and affect of social media marketing in creating strong destination
brand image in developing economies.
4. To recommend strategies to the management of hotel Marriott in improving the efficiency
through social media marketing.

1.6 Rational & Significance:

According to Kennedy (2009), before the introduction of internet most common method of
sharing views were limited to friends and family. These were done through word-of-mouth as
generally people use to share their views and experiences within their own social circle.
However, in present era, internet has let to develop social networking sites to share and
promote views. Interestingly, the communication is wide and large as it could reach as many
people as active on the particular website. Presently, consumers spend large portion of time
on different social networking platforms to learn from the experiences of others and through
these channels, they plan their travel and tourism. Thus, these social websites provide
significant platform to develop a proper plan. Moreover, these social websites offer
communication directly from the organisations to satisfy the queries of customers. Hence, it
is essential for the businesses operating in hospitality and tourism sector to adapt the modern
means of communication through social media.
The work of TIG Global (2009) argued that internet has modified the means of marketing in
hospitality and tourism sectors in more than one manner. Nowadays, it is considered as a
prime tool to collaborate and communicate with direct and indirect customers. Moreover,
organisations and businesses associated with hospitality and tourism has transformed to large
extent by becoming more efficient, effective, and informative through social networking.
Thus, it is significant to investigate the role of social media in creating brand image for the
specific hotel in developing economies.
Since all previous studies have been single dimension and focuses only on the management's
perspective therefore this project is significant because it explore the employees' perspective
regarding research variables. In addition to that, all previous studies were considered in
developed economies where tourist destination were already having significant impact on the
tourist while this study offers a unique perspective by exploring the same research variables
in place where there is significant development in the tourist spots after the democratic setup
in recent times.

1.7 Scope and Delimitations:

The present project is significant as the scope of research includes expansion of existing
knowledge and filling the gap in previous empirical researches. Moreover, the scope of
project is immense as it contributes towards improving the role of social media marketing in
the growing hospitality and tourism sector that has been reviving since the new democratic

setup in the country. Moreover, this study offers a unique aspect to explore the brand
management and branding destination in developing economies whereas previously the
concept was only confined to developed economies. In addition to that, previous studies on
the similar topic have been descriptive researches whereas this study serves a strong
foundation to examine exploratory research regarding selected research variables.
In all types of researches there are certain limits and therefore researchers set certain limits to
work in specific paradigm. It serves the purpose of keeping the researchers to specific aspects
so that the focus of paper is always restricted to searching in depth. In this study, no
longitudinal study has been used because of time constraint thus cross sectional research
design is undertaken in delimitation. In addition to that, the phenomenon of social media
marketing and brand destination is not very old thus the researches commenced in last two
decades have been used to explore the theories and models related to research variables.
Moreover, only exploratory researches from past has been included in this study to explore
the research variables due to the nature of research. Furthermore, since this study is
commenced in Pakistan thus we exclude the ethnic grounds as it is not significant to consider
it for interview purpose.

1.8 Definitions:
Social Media:
Campbell et al., (2011) defines social media as, rather than technology itself, it is more
concerned with people using technology. The purpose of social media is not limited only
extract information but develop and consume it along with allowing the individuals to add
value to the organisation by websites (87). On the other hand, Sinclaire and Vogus (2011)
explained social media as, it is a wider terminology which describes software tools to
develop contents by users and at same time it can be shared with others.
Tourist Destination:
According to Qu (2011), "it is formed of both intangible and tangible assets. History, culture,
and customs are part of intangible assets whereas attractions, historical sites, mountains and
beaches are included in tangible assets of tourist destination". On the other hand, Morgan
(2002) argued that, "tourist destination is a place where travellers come to experience nature
as part of their vacation in order to spend their vacations".

Social Media Marketing:

As per Palmer and Lewis (2009) social media marketing is, "a technique used by modern day
businesses to promote its product and services through social media platforms". On the other
hand, Ernest et al, (2011) argued that, "social media marketing is a new way to advertise and
prioritise its strategic approach undertaken by the sellers to be aligned with the demands of
market through internet and communication technology".
Brand Management:
As per CMA (2015), "it is differentiation management and strategic development by means
of unique identity as through well planed branding strategy, the brand is managed in
systematic manner". On the other hand, Aaker and Joachmisthaler (2000) argued that, "brand
management is a unique process that is associated with brand functionality on the basis of
proper identification. It includes systematic programme of coordination and steps to ensure
that effective and efficient means are adapted".