The role of Social Media in Boosting the Hotel Business in Nepal : a Case study of Om Tandoori Hotel and Restaurant

Abstract

The purpose of this study was to examine how social media platforms are used to enhance business performance in Nepal’s hospitality industry, focusing on the case of Om Tandoori Hotel and Restaurant located in Kathmandu. Although Nepal's hotel industry is one of the largest contributors to the urban economy, most small to mid sized hotels and restaurants have not fully utilized social media platforms to reach their current and potential customers. This study also explores how social media platforms address customer preferences to increase favorable perceptions of the hotel and restaurant.

The research design employed a combination of a semi structured interview with the hotel and restaurant management and an online survey conducted with 63 customers of the restaurant. The results of the semi structured interview were analyzed using thematic analysis, while the survey results were analyzed using descriptive statistics. This combination provides a comprehensive understanding of how Om Tandoori develops and implements its social media strategy.

The study found that the hotel and restaurant primarily use Facebook and Instagram as their main social media platforms to post images and videos of food, customer reviews, and promotional offers, which significantly increase customer engagement. The limitations identified in this analysis include irregular content posting, a limited number of promotional offers, and a lack of knowledge of digital engagement tools among customers. The study suggests that strategic content planning, consistent engagement, influencer collaborations, and improved digital skills can further enhance social media effectiveness and business growth for hospitality SMEs in Nepal.