Travel Reference
In-Depth Information
Intention to visit was influenced by social media
platforms and search engines as a dimension of
decision making. The result of intention to visit
was influenced by several factors, depending on the
situation or other indicators. There is insufficient
literature in expanding and discovering the indica-
tors that lead to the intention as result.
The boutique hotel was described as a small scale
lodging industry that has less than 100 rooms and
delivering the experience that conveys status and
lifestyle through difference décor by targeting the
focus niche market. As cited by Olga (2009), the
target market of boutique hotel ranges the age from
early twenty to fifty, thus suited with the defini-
tion of generation Y. Another definition by Aggett
(2007), boutique hotel delivers the uniqueness of
lifestyles through the design elements for building,
décor, furniture as their competitive advantage.
The different strategies that are implemented by
boutique hotel were driving it to massive growth
in popularity in hospitality and tourism industry.
Despite of boutique hotels growth in the tourism
industry, Aggett (2007) highlighted that there is
still an insufficient effort in exposing the potential
on organization sides. Therefore, the academicians
should stress on a potential position of boutique
hotel in industry since this segment have generated
high growth in industry, Freund de Klumbis and
Munsters (2005) suggested exploring the boutique
hotels based on consumer's perspective.
Omni channel that acts as communication, market-
ing and distribution channel in the industry, thus it
will lead to the growth in revenue by offering great
return on investment. Hence, SoLoMo is valuable
and suits well with the characteristic of boutique
hotel itself that offering the uniqueness of lifestyle
to the customer. Furthermore, SoLoMo will help
the boutique hotel industry to keep up with the
massive demand due to the popularity and growth
of boutique hotel itself by being the Omni channel
distribution that giving the cohesive experience.
Affected by the Internet development, SoLoMo
grasps the benefits in digital marketing to build
closer relationship with consumers by conveying
the information about products in social media
sites by tagging the location via mobile devices. It is
expected to result that SoLoMo provides the data-
base of consumers and the potential consumers as
well. Thus, it will help the marketers in each indus-
try to enhance their relationship with customers in
both worlds—reality or digital world, next reach-
ing a broader market segment in each industry. As
a result, this consumer engagement will lead to the
consumer and brand loyalty that leads to a greater
return on investment further. In the meantime, the
awareness of customers as SoLoMo's consumer
will be projected.
5 CONCLUSION
The SoLoMo era can be clarified as the third
wave of tsunami in the digital marketing industry
because it generates the storm impact in market-
ing segment. Also, SoLoMo is ready as a game
changer in whole new economy of marketing by
itself, renovating the people on dealing with ideas
in the commerce world through internet. SoLoMo
can be proven to be more than just growing trends
that consists of opportunities to the marketers
and consumers. Henceforth, both parties should
acknowledge this trend as the basic movement in
the hospitality industry.
With the preceding notion, the empirical
investigation of the highlighted issue pertaining
to SoLoMo and online trust is still under inves-
tigation. The quantitative research design with
the close ended questionnaire will be used as the
research instrument. The close ended question-
naires will be distributed through online surveys
and will be self-administered. The screening ques-
tion will be asked before the questionnaires are
distributed to indicate generation Y as SoLoMo
consumers. The reason is to ensure that the infor-
mation gathered is reliable and valid. The respond-
ents will be generation Y that ranges between 19
to 36 years old that had experiences as SoLoMo
consumers. With that, each boutique hotel in the
4 DISCUSSION
SoLoMo still remains as an unfamiliar term even
though the SoLoMo rapidly grows its trend in
marketing industry recently. In addition, SoLoMo
marketing is fresh and innovative in the research
area to be explored due to huge opportunities as a
return. Therefore, this study will help to contribute
more on literature in the related field as well. This
is the opportunity study; where more outcomes can
be explored due to the richness in this topic area
and it will add more on the body of knowledge.
For the matter referred above, the expected find-
ings can be used as key explanations apart from
adding to the existing literature in the field infor-
mation technology that cover on social, location
and mobile that will benefit to all sectors because
information technologies are becoming the foun-
dation and essential for each of us. Furthermore,
the adoption of smartphones and tablet devices as
a necessity in the digital lives currently aligns with
the growth of online services, e-commerce, and
e-marketing in information technology industry
knowledge.
It is expected to result in a new approach to
market because SoLoMo becomes a new effective
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