The Impact of Digital Marketing on Hospitality SMEs post Covid

Quinn, Leah Ann (2023) The Impact of Digital Marketing on Hospitality SMEs post Covid. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

This study examines the impact of digital marketing on hospitality SMEs post Covid-19 in Ireland. Digital marketing and the use of social media is constantly evolving and has seen huge developments since the start of the pandemic and has contributed to small businesses like cafes, pubs and restaurants in their survival following harsh restrictions and lockdowns. Irish cafes, pubs and restaurants suffered greatly during this time when they were ordered to close to their customers. This research questions explores the positive impact that digital marketing has had on these businesses as they have recovered and started welcoming customers back to the new normal. Previous research has detailed a positive outlook on the use of social media in small businesses, although it is identified that small businesses can struggle with the new digital world. Some businesses may lack the skills and expertise to adopt digital tools successfully and compete with the overcrowded market. In response to this, the research focuses on the importance of attracting customers through their social media pages, as this can bring in far more than using traditional methods that will only reach a local audience. This has been proven to be effective in firm performance and at a relatively low cost. This research also expands on the existing research involved with new technologies emerging on the market. Previous research is limited as technology such as artificial intelligence and augmented reality are unexplored and a new idea for Irish hospitality firms. This analysis is important in today’s world for firms to be aware of.

This research was qualitative in nature and surveys were issued to those employed in small businesses in the hospitality sector. The survey gave further insight on the opinions and beliefs of workers and how they have adopted to digital marketing in the industry. Patterns were identified throughout the responses to the survey questions and the literature review and a thematic analysis approach was used to discuss the findings and results. It was confirmed that the impact of digital marketing on hospitality SMEs post Covid is in fact extremely positive. The findings were discussed under three main themes, the evolution of digital marketing, the advantages of digital marketing for SMEs post covid and new technology used both now and in the future. It was clear that the advantages of digital marketing clearly outweigh the disadvantages. The concept of new technology such as AR and AI used in hospitality was explored with respondents welcoming this new phenomenon in future Irish SMEs.

Item Type:	Thesis (Undergraduate)
Supervisors:	Name Email MacDonald, Robert UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions:	School of Business > BA (Honours) in Business Studies
Depositing User:	Tamara Malone
Date Deposited:	02 Jan 2024 15:16
Last Modified:	02 Jan 2024 15:16
URI:	https://norma.ncirl.ie/id/eprint/6892

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