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Editorial Board Excerpt: At the Time of Submission (ToS) submitted paper had a 12% plagiarism which is a admirable mark as far as
originality description is apprehensive and falls under an accepted percentage for publication. The editorial board is of an inspection
that paper co-authored by (Jatin & Subodh) had a consequent observation by the blind reviewer’s which in a while had been set accurate
and adjust by an author in an array of phases as and when crucial to act so. The reviewer’s had in a prelude stages comment with slight
revision with a following scrutiny which at a short span restructured by an authors. The comments related to references, abstract and
body text is noticeable both subject-wise and research wise by the reviewers during evaluation and further at blind review course of
action too. All the comments had been collective at a variety of dates by the authors’ in due course of time and similar had been built-in
by the author in accrual. By and large all the editorial and reviewer’s comments had been incorporated in a paper at every juncture
and further the paper had been earmarked and strong-willed under “Case Based Study” class suitable to it’s research penchant. The
research paper emphasize the work in relation to Role of Big Data Analytics in Social Media Marketing of MICE Tourism
Global Journal of Enterprise Information System
Role of Big Data Analytics in Social Media Marketing of MICE
Tourism
Jatin Vaid1* and Subodh Kesharwani2
1Vivekananda Institute of Professional Studies, Pitampura, Delhi, India; [email protected]
2School of Management Studies, Indira Gandhi National Open University (IGNOU), Maidan Garhi, New Delhi, India
Abstract
The purpose of this research paper is to provide a theoretical framework for understanding the concepts of Big Data Analytics and
social media and their role in marketing of MICE tourism. The systematic review of literature done, contributes in exploring and
enhancing the comprehension of various models and strategic alternatives affecting the utilization and adoption of social media
marketing.
Keywords: Big Data, Marketing, MICE Tourism, Social Media
1. Introduction
New advancements in technology and innovations in Information
and Communication Technology (ICT), specifically in Social
Media have a colossal impact on business practices; strategies
and industry structure1. Social networks provide a system of
community building, customized to the needs of its members with
the intention of fortifying customer relations. Marketing through
social media is particularly critical in Meetings, Incentives,
Conventions and Exhibitions (MICE) tourism industry where
potential customers make highly poignant and lavish purchases,
which are in most likeliness to be unique occurrences that cannot
be replicated in case of a service failure2. MICE tourism is seen
as the future of business tourism3. Big data is considered to be
a highly potent tool built so far, and is at the heart of smart
revolution in the tourism industry, worldwide. It helps hotels and
convention centers to better understand their target customers,
optimize their processes and drive business performances using
business insights4.
The objective of this research paper is to provide a theoretical
framework5 into the unchartered territory of social media
marketing of MICE tourism. The paper intends to provide,
primarily a rich understanding of the key concepts and concerns
regarding big data analytics6, MICE tourism, and social media
marketing. The research also highlights, through extensive review
of literature, some prominent models and strategies that may be
used to unlock the potential value of processing high volumes
of fast moving and diverse data using Business Data Analytics
(BDA) into meaningful insights to drive decision-making7 for
hotels and convention centers.
DOI: 10.18311/gjeis/2018/21421
Paper Code (DOI): 21421; Originality Test Ratio: 12%; Submission Online: 06-May-2018; Manuscript Accepted: 16-May-
2018; Originality Check: 03-Jun-2018; Peer Reviewers Comment: 14-Jun-2018; Double Blind Reviewers Comment: 20-Jun-
2018; Author Revert: 24-Jun-2018; Camera-Ready-Copy: 27-Jun-2018; Editorial Board Excerpt: 30-Jun-2018.
*Author for correspondence
Role of Big Data Analytics in Social Media Marketing of MICE Tourism
56 Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
2. Literature Review
2.1 Big Data Analytics
The Internet has experienced a continual evolution and
progression, creating digital traces that can be gathered and
administered to define systems useful to discuss both individual
and group behaviour. Data with such enormous capacities is
becoming a basic feature of our modern society. Moreover, the
ability to scrutinize, connect and learn from this data is turning
into a valuable component for organizations to compete and
support growth, production and innovation in diverse fields6.
Maturing and diversification of Internet technologies made it
an important forum for organizations to communicate8. The
upsurge of data from various digital sources like social networks
and Internet has challenged marketers to convert them into
actionable insights9. Big data is a recent occurrence that has
surfaced as a part of our everyday lives. Shopping online, catching
up with Facebook friends, steering web searches, swiping our
cards, and reading articles referencing database searches, leads to
tying a piece of classifying data, called big data8.
Big Data, is defined comprehensively by8 in their research
paper as: “1. The proliferation of data, both structured and
unstructured, as the result of exponential growth in capabilities
of computer processing power, data storage capacity, the use of
computers to mediate transactions and social interactions, and
the density of sensors, all at a decreasing cost; and 2. The computer
hardware and software infrastructure that has been created to
quickly and accurately draw insights from large volumes of highly
variable and often unstructured, data appearing at a voluminous
arrival rate. This is accomplished through methods including, but
not limited to distribute processing, in-memory data storage, job
partitioning, parallel processing and sparse array management”.
Big Data Analytics or simply, BDA is the process of examining
huge amounts of data in an effort to discover hidden patterns,
unfamiliar correlations and other valuable information10. The
Five V’s model has been discussed by5 to define BDA as “A holistic
approach to manage, process and analyze the five V’s data related
dimensions i.e., Volume (huge quantity of data); Velocity (pace
at which data flows); Variety (different types of data); Veracity
(genuineness and accuracy of data); and Value (data’s economic
benefits) in order to create actionable insights for sustained value
delivery, measuring performance and establishing competitive
advantages”. Further to this model6 in their study have discussed
a Nine V’s model, where in addition to the earlier five V’s, four
additional dimensions are added. These are: Variability (changes
over time); Visualization (making data interpretable); Validity
(correct usage); and Volatility (retention policy of data), in order
to understand the scope of big data analytics in a better way. This
model is depicted in Figure 1.
Figure 1. Nine V’s model of big data analytics6.
2.2 MICE Tourism
Tourism has become one of the key players in international
business and represents one of the important sources of income
for both developed and developing countries11. Amongst the
several forms of tourism that exist in the world, MICE segment of
the tourism industry has shown the maximum growth potential.
With a 54% market share globally, it has surpassed the traditional
business trips segment. MICE Tourism is part of the tertiary
sector of the economy, which brings together a diverse set of
services. Many stakeholders are participants in this industry,
and may be classified roughly under three major heads. The
chief and the most vital one is the physical infrastructure (Hotels
and Convention centers) which comprises of the venue where
the actual meetings, conventions and exhibitions are held; next
in line are the Organizers (Professional Convention Organizers)
of the meetings and finally the Fringe subcontractors (Travel
agencies, transportation, catering, etc.), who are responsible
for various services that make the event efficacious3. The
convention and exhibition market has experienced unmatched
growth during the past 20 years12. Due to the large number of
financial benefits of hosting conventions, many destinations and
convention facilities are aggressively competing with each other.
It is important for hotels and convention centers to establish
an enduring relationship with key customers, associations and
meeting organizers to stabilize a revenue stream13.
2.3 Social Media Marketing
Defines social media10… “as an entity that consists of online
technologies, practices or communities that people use to generate
content and share opinions, insights, experiences and perspectives
with each other”. It is an important and a powerful instrument used
to create buzz and apprise customers about a product or service.
However, global marketers are researching to understand how the
Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
Jatin Vaid and Subodh Kesharwani Case Base Study
57
huge amount of knowledge found on social media may be harnessed
and targeted to achieve their brand objectives9. The likelihood of
entering into a sender’s profile and finding information about them is
what most differentiates a social network from other websites. Social
Media is bringing in a phenomenal shift in the ways that businesses
are marketing themselves to their customers, compelling a rethink
of the traditional marketing strategies. The proliferation of smart
phones has completely changed the world of marketing. Consumers
now can be reached at any time in practically any place. Also, with so
many online rating and social networking websites where people can
publish their opinions give a remarkable opportunity to companies
to be directly involved with their customers14. A smart mobile phone
is in reality, a small computer and has made way into the core of our
lives. Each time it is turned on or off, or a website is visited with it,
or an application is used, a data point is created. Moreover, online
advertising, viewing habits on Netflix, Facebook posts, Google
searches, create data points. These examples of data generated by
us, apart from being used for business purposes, empower others
to structure how our world responds to us, as researched by8. Social
media has eventually evolved as an important channel of marketing
and Facebook is considered to be the largest social media enterprise,
across the world15 Observe that Marketing through Facebook is an
established concept. Using Facebook, it is possible for organizations
to accomplish their marketing and branding targets at a reasonably
low cost. Most of the users post a true sketch of their profiles on
Facebook, comprising their age, relationship status, likings, and
gender and work profiles. It’s a benefit that Facebook uses to sell
genuineness to prospective advertisers. Companies can reach out
to their target customer segments by matching their products to
customer’s profile. This helps in creating a dialogue and nurturing
relationship with loyal customers, by knowing their attitude towards
the brand. In turn, customers also support in endorsing the brand
and sharing positive associations and their ‘wow moments’ with
the brand on its Facebook page. Further observe2, Facebook as a
well-accepted social networking platform has the highest volume
of circulation and sustains the largest and fastest growing market
share amongst all social network providers globally. It is thus both,
imperative and critical for businesses to manage their Facebook
page to their best competitive advantage, have tried16 to reasoned
out why the online marketplaces of the 21st century, have compelled
organizations to transform the way they do business. It is the
fundamental changes in customer’s lifestyle, increasing demand
for superior services and extensive use of ICT, mobile phones, and
social media through Internet, which are responsible for this change.
This highlights the need for companies to adapt to customer’s new
mindsets in order to sustain their relevance. Contemplating further
on the new role of customers in service industry, refer customers17 as
partial employees, as they play an active role in producing services
for themselves with little or no personal interaction with the service
providers. There are other roles that service customers perform
with their extensive adaptation of technology and presence of social
media. They contribute significantly to service value; determine, in
turn the level of a company’s technological adaptation and breathe
life in social network communities. Customer’s role thus has
protracted, more importantly to jointly owning the brand and its
success16. A deep understanding of customers’ needs and the way
they like to interact with the company is most crucial for modern
interactive marketing. This significantly impacts the company’s
ability to deliver personalized experiences which customers find
valuable and pleasant18.
2.4 Social Media Marketing of MICE Tourism
The MICE tourism segment is one of the fastest developing
segments of world tourism19. Over the past decades, progression
of MICE tourism has sparkled a cognizance of the economic
importance of this segment to national markets. Conventions fast
track the growth of overall travel and tourism activities through
repeat visits and Word Of Mouth (WOM) communication. Meeting
professionals and meeting providers have to face frequent changes
in technology as technology affects the marketing and management
of conventions13. In their research20 observe that globally, tourism
companies are swiftly changing due to globalization of markets,
aggressive competition and advancements in new technology.
Tourism is a service industry that has a long value-chain and is
rigorously dependent on information technology. ICT has given
way to the vast growth of tourism and has changed the way tourism
companies do business21. Economic and easy access to Internet has
unlocked the potential of social media marketing and has made it
feasible for companies to reach out directly to billions of customers
in innovative ways that was impossible previously15. Customers
today, spend a significant amount of time creating content and
posting it on social networking websites. This behooves the business
community and is immensely important for hotels to keep abreast
of latest trends, to effectively market themselves14. Highlights2 of
the rapid growth in Internet-based travel planning in the recent
years, reshaping the tourism landscape and forcing business hotels
to widen the scope of their traditional marketing and branding
strategies. From the customer’s point of view also, the widespread
accessibility of social networks has significantly transformed the
way tourists make purchase decisions, research about destinations,
make travel and stay reservations, learn about new proposals, plan
itineraries and converse with the service providers.
2.5 Websites
It is a common practice for associations, meeting planners, and
professional conference organizers to set up a website for every
event. It includes exhaustive information about the venue, program
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58 Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
schedule, major attractions, and travel options13. Website helps the
convention organizers to contact delegates and market their event
to potential attendees in an effective way. These are successful
marketing tool for managing delegate registrations, posting
convention-related surveys, submitting conference papers and
providing meeting information in a cost efficient manner, thereby
facilitating in meeting the expectations of a typical meeting attendee,
who is knowledgeable, middle-aged and Internet-affable. Find22 a
large numbers of hotels using their websites to nurture customer
relationships. Table 1 shows three prominent levels of website design
(i.e. Basic, Accountable and Partnership) in the growing order of
features offered and the quality of customer engagement.
Observes23 there has been a shift towards a more graphical
website design used by hotels. Use of photographs and pictorial
illustrations on their homepage and in the website has been found
out to be a significant factor in both, website appeal and influence
to purchase. Other aspects that consumers value in a website are
easy navigation, loyalty towards the brand and website aesthetics.
Further24 reinstate through their findings that booking decisions
are positively related to a website’s aesthetic appeal, and that presence
of photographs on a hotel’s website was the most significant
factor impacting website appeal and influencing booking decisions,
as shown in Figure 2.
Figure 2. Website heuristics model.
2.6 Facebook
Facebook helps a tourism company differentiate itself in a competitive
market by having deep knowledge of how customers explore
and deduce information. Customers search for travel partners,
destination, financial resource request, travel time, attractions at the
destination, period of stay, accommodation selection, eating options,
etc. to name a few2. Amount and precision of this information can
be used to convert casual browsers to buyers and eventually loyal
customers. Information available on hotel’s Facebook page can
have a strong impact on purchase decision of potential clienteles.
Customers tag their friends, share their pictures and post comments
on their Facebook accounts, making their experiences visible to a
large audience. The option of ‘Check-in’ on Facebook permits users
to share locations visited by them. Location generating via mobile
apps feature permits travelers to easily search information about the
destination while on-site. This creates trip suggestions and helps the
traveller enquire about hotel recommendations based on previous
traveller’s experience. Tourists share their experiences and opinions
after visiting a property. This reveals their quantum of satisfaction
and considerably influences casual browsers. Satisfied customers
post messages on Facebook to complement services and enquire
about possibilities of reservation for a later date and enquire about
special offers. These behavioral changes on part of the customers
have led to evolving pricing and distribution strategies. It also
provides a forum for managers to engage customers, observe their
feedbacks, manage interactions and look out for sales opportunities.
2.7 Strategies
While studying21 the interaction between tourist organizations,
customers and other customers, proposes three drivers of e-business
strategies as: 1. Customizing tourist products, personalize
services and support mobile services; 2. Distributing updated
information related to tourism opportunities; and 3. Offering
customized products by supporting content created by customers,
as depicted in Figure 3.
Tourism Companies
Sharing of updated tourism
information
Personalized tourism
services and products
Customized tourism
products
Other Consumers Organization
Figure 3. E-business strategies for tourism21.
Table 1. Levels of Website design and customer engagement22
Levels Description Website Features
1. Basic Co. sells products and encourages customers to call
for enquiry
Company profile, contact details, map
2. Accountable Co. builds deeper relationships with customers by
soliciting product improvement suggestions
Customer service page (FAQs), local search engines,
feedback and chat, updated annual reports
3. Partnership Company works continuously with customers to
deliver better value
Loyalty programs, member hotline, personalized accounts
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Jatin Vaid and Subodh Kesharwani Case Base Study
59
Suggests a model6 (Figure 4) to integrate marketing strategies
with big data techniques. The model has four phases: 1. Defining
the strategic social media domain (which includes, identifying the
specific contexts from which information is to be mined depending
on the topic chosen, markets and stakeholders); 2. Selecting the
most effective big data technology (social media monitoring services
like Radian 6 and T-Lab are readily available for data analytics);
3. Extracting and interpreting knowledge (paradigms based on
emotions rather than on price and cost alone, evaluated by content
analysts using sentiment analysis); and 4. Elaborating the result
reports (various types of reports like word clouds, influence viewer
and river of news may be used to report results to support decisions).
The outcomes of this model may be helpful in consolidating
and improving the strategic domain, the deployed technologies
and the outcomes of marketing MICE tourism.
Figure 4. Model to apply big data to marketing6.
3. Conclusion and Future
Perspectives
Big data and social media have revolutionized the way MICE
tourism is being marketed. A thorough literature review and
study of theoretical constructs point towards the following
aspects, hotels and convention centers must incorporate in their
marketing strategies to be relevant in the market:
1. There is a shift towards ‘Partnership – level’ of website
design, with customer-oriented features such as personalized
accounts and loyalty programs, to enable organizations to
work closely with their customers in order to deliver better
value,
2. Presence of photographs on hotel’s website is seen to impact
its aesthetic appeal, which in turn is the most important
factor that influences customer’s booking decision,
3. Hotels must actively manage their Facebook page to
monitor customer feedback, interactions and identify sales
opportunities,
4. Hotels must provide customized services and tailor-made
solutions to cater to the diverse needs of MICE segment of
tourism, and
5. Hotels should work towards integrating their marketing
strategies with Big Data technologies.
In a nutshell, Customer’s transition from searching for
information online to making a purchase decision and ultimately
becoming a loyal customer is dependent on customers’ developing
an emotional connection to the service more than the competitors;
and hotels ability to deliver individualized service support, sharing
photographs and videos of events with customers, and soliciting
customer experience through polls and contests20.
Although this research paper has accomplished its objectives,
there are a few areas where additional studies and empirical research
may be undertaken in future to build upon the theoretical framework
discussed here. A few areas of interest for future research may be to
examine the financial impact on hotel’s performance after adopting
social media marketing strategies; or to study the marketing effect
of combination of Facebook and associated services like Instagram
on performance; and a comprehensive investigation regarding
customer’s expectations, attitude and satisfaction towards a hotel’s
Facebook page could be conducted.
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Annexure-I
12%
SIMILARIT Y INDEX
1
2
3
4
5
6
7
Role of Big Data Analytics in Social Media Marketing of MICE
Tourism
ORIGINALITY REPORT
PRIMARY SOURCES
www.emeraldinsight.com
Int ernet
Surabhi Verma, Som Sekhar Bhattacharyya.
“Perceived strategic value-based adoption of Big Data
Analytics in emerging economy”, Journal of Enterprise
Inf ormation Management, 2017
Crossref
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Management, Volume 17, Issue 5 (2006-09-19)
Publicat ions
Pietro Ducange, Riccardo Pecori, Paolo Mezzina. “A
glimpse on big data analytics in the f ramework of
marketing strategies”, Sof t Computing, 2017
Crossref
www.cek.ef .uni-lj.si
Int ernet
eprints.usm.my
Int ernet
Jorge Costa. “How are companies and destinations
“surf ing the wave” of global tourism?”, Worldwide
91 words — 3%
39 words — 1%
24 words — 1%
24 words — 1%
20 words — 1%
20 words — 1%
20 words — 1%
12%
SIMILARIT Y INDEX
1
2
3
4
5
6
7
8
Role of Big Data Analytics in Social Media Marketing of MICE
Tourism
ORIGINALITY REPORT
PRIMARY SOURCES
www.emeraldinsight.com
Int ernet
Surabhi Verma, Som Sekhar Bhattacharyya.
“Perceived strategic value-based adoption of Big Data
Analytics in emerging economy”, Journal of Enterprise
Inf ormation Management, 2017
Crossref
International Journal of Contemporary Hospitality
Management, Volume 17, Issue 5 (2006-09-19)
Publicat ions
Pietro Ducange, Riccardo Pecori, Paolo Mezzina. “A
glimpse on big data analytics in the f ramework of
marketing strategies”, Sof t Computing, 2017
Crossref
www.cek.ef .uni-lj.si
Int ernet
eprints.usm.my
Int ernet
Jorge Costa. “How are companies and destinations
“surf ing the wave” of global tourism?”, Worldwide
Hospitality and Tourism Themes, 2017
Crossref
Linnea Hansson, Anton Wrangmo, Klaus Solberg
Søilen. “Optimal ways f or companies to use Facebook
as a marketing channel”, Journal of Inf ormation, Communication
91 words — 3%
39 words — 1%
24 words — 1%
24 words — 1%
20 words — 1%
20 words — 1%
20 words — 1%
18 words — 1%
9
10
11
12
13
14
15
and Ethics in Society, 2013
Crossref
Wu He, Feng-Kwei Wang, Vasudeva Akula. “Managing
extracted knowledge f rom big social media data f or
business decision making”, Journal of Knowledge Management,
2017
Crossref
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Int ernet
apiems2016.conf .tw
Int ernet
“Global Perspective f or Competitive Enterprise,
Economy and Ecology”, Springer Nature, 2009
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18 words — 1%
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Vol 10 | Issue 1 | January-March 2018 | www.informaticsjournals.com/index.php/gjeis GJEIS | Print ISSN: 0975-153X | Online ISSN: 0975-1432
Jatin Vaid and Subodh Kesharwani Case Base Study
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Citation:
Jatin Vaid and Subodh Kesharwani
“Role of Big Data Analytics in Social Media Marketing of MICE Tourism”,
Global Journal of Enterprise Information System. Volume-10, Issue-1, January-March, 2018. (http://informaticsjournals.com/index.php/gjeis)
DOI: 10.18311/gjeis/2018/21421
Conflict of Interest:
Author of a Paper had no conflict neither financially nor academically.
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Source: http://www.ithenticate.com/
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The Editorial Board had used the ithenticate plagiarism [http://www.ithenticate.com] tool to check the originality and further affixed the similarity index which is 12% in this case (See Annexure-I). Thus the reviewers and editors are of view to discover it suitable to publish in this Volume-10, Issue-1, January-March, 2018.
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