. What is the aim of your study? What are the objectives for your study?

The research aims to elucidate various ideas about the effect of social media on customers in the Macau hotel sector. In addition, to ascertain current marketing trends in the Macau hotel sector, including social media, the research will attempt to quantify how social media dominance influences consumer behaviour.

2. Explain the rationale for this study (refer to relevant research literature in your response).

2.1 Background of the study

Both the Macau hotel sector and the industry as a whole are experiencing a fundamental change in their approach to client acquisition and retention (Toubes, Vila & Brea 2021). These problems have been compounded by the recent COVID-19 epidemic, which resulted in a wave of hotel defaults (Rodriguez-Anton and AlonsoAlmeida, 2020). The development of non-traditional rivals such as Airbnb and other home-sharing websites has also contributed to the hotel industry's increasing competitiveness (Guttentag, 2015). As globalization continues to improve the standard of living for millions of people worldwide, an increasing number will inevitably begin travelling (Barhemmati and Ahmad, 2015). Macau is unusual in that the market has a sustained competitive edge over industry rivals (Li et al. 2013). Its position, closeness to fast-developing areas of China, and accessibility to distinctive tourism attractions offer an unmatched experience for customers (Hilary, 2009). As a result of the COVID-19 epidemic, Pent-up demand has resulted in an increase in travel and hotel bookings (Lidhoo 2021). As a result, the sector will be compelled to expand capacity at some time in the future. Recognizing how customers use social media to make buying decisions will be essential for rivals if they want to grab a fair part of this rapidly expanding and changing industry (Barysevich 2020). This is especially true for Macau, where the hotel sector is highly reliant on travel and tourism (Anderson and Srinivasan, 2003). As customers increasingly utilize online channels to make purchases and collect information, online channels account for a disproportionate share of advertising and marketing expenditure (Fourberg et al. 2021). The worldwide community, most notably China, is likewise undergoing a digital revolution (Fernandez, Bin & Dongsheng 2018). These revolutions have affected sectors ranging from banking to energy to hospitality. No sector is immune to technology's broad reach (Melo 2018). To remain competitive, the hotel sector must accept these developments or face extinction from a capitalist standpoint (Tiangou, Papasolomou, Thrassou and

Revised August 2015

Vrontis, 2020). As previously said, new developments within the sector have wreaked havoc on the hotel industry as a whole (Singh 2021). For starters, rivals have become much more price competitive (Goral 2016). For example, Airbnb does not have the same fixed expenses and overhead as Marriott Hotels (Nath & Rathburn 2021). Similarly, unlike conventional participants, the business does not possess a sizeable real estate portfolio. However, it does have a network of millions of "hotels" that puts it in a unique position compared to conventional players. This network of independent house owners provides cost-efficient accommodation options to the hotel industry (Nath & Rathburn 2021). As a result, Airbnb hopes to displace conventional hotel operators with a wider variety and lower prices while capturing market share (Gerdeman, 2018). This, along with other industry advances, results in the development of new business models and methods for attracting and retaining consumers (Reinhold, Zach & Krizaj 2017). It is critical to comprehend these developments, particularly regarding customer behaviour and the value propositions consumers seek (Reinhold, Zach & Krizaj 2017). By gaining a thorough knowledge of the factors that affect customers' buying choices, the hotel sector may more effectively...