Comparing the Tweet and the Experience . A Case Study

Social media tweet is the marketing communication channel targeted to the consumers. The tweet @hrhbali, a luxurious hotel in Bali, analyzed and showed findings related to the dominant attribute proposed. This research was utilizing a mystery shopper to experience staying in the luxurious hotel and compare the attributes findings from the previous study to the experience of staying in the hotel. The results show that there are much detail and rich experiences compare with the previous research findings from the unstructured tweet dataset. This finding indicates that even though there is the right social media and channels of marketing communication, nevertheless, to deliver rich and detail experiences, stories should be written and delivered to netizen to improve the persuasiveness for the consumers to stay in the luxurious hotel.

Mystery shopper An organization could use the mystery shopping method to measure the quality of the service process. This method considered an excellent method toward the quality of the salesperson and also the quality of the service. Therefore the method conducted regularly (Blessing & Natter, 2019).
MSPA reports that, overall, there are 1.5 million mystery shoppers worldwide (MSPA, 2018). The application of this method conducted to a variety of industries such as leisure, hotel, and hospitality. The mystery shopper is an anonymous, secret shopper that visits the service stores and act as a regular customer. While acting like a typical customer, the mystery shopper observe the process of the services, interacts with the service provider, and recording the observations from every aspect and experience based on the detailed questionnaire (Finn, 2001).
Since the mystery shoppers engage actively in the process of the services, therefore they can evaluate every specific detail of the service process. The research method is different between the mystery shoppers and real shoppers. The mystery shoppers will pay attention to every detail. In contrast, regular customers are not going to recall every particular aspect of the services.
This contribution improves the quality and evaluation of the service process. Moreover, some literature supports the thought that the mystery shoppers program improves service performance (Wiele, Hesselink, & Iwaarden, 2005).
Nevertheless, the academic marketing journal published in terms of the mystery shoppers is still scarce. Wilson is the most cited researcher on mystery shoppers (Wilson, 2001) (Wilson, 1998a) (Wilson, 1998b). Furthermore, the application of the mystery shopping also has some biases related to the storage of information, the encoding of information, the retrieval of information by the mystery shoppers (Morrison, Colman, & Preston, 1997).
Therefore the mystery shopper findings affect the reliability of the results. Some researchers say the mystery shopper method is more cost-effective compared with the customer survey. Nevertheless, it is not sufficient to only using several mystery visits to measure the overall quality of the service process (Finn, 2001) (Finn & Kayandé, 1999).
Since there is a variety of the application in the service interaction between the consumer and the producer, variety of problems, therefore to increase the reliability of the findings we should make more mysterious visits and finally the reliability will improve.
The research conducted (Blessing & Natter, 2019), show that there is a difference between the customer survey and the mystery shopper findings. The findings show that the mystery shopper did not correlate with customer satisfaction.
Some of the reason for these findings difference is because the mystery shoppers is not a real customer. Therefore there are varieties of needs embedded as the customer itself. There is also a limitation of the mystery shopper since there is a bias of information encoding related to the service interaction.
Therefore this difference should be managed to make the mystery shopper an effective and cost-efficient method. Furthermore, it meets the excellent reliability of the method.
Nowadays, the customer could deliver a complaint or refuse it related to the services on the social media platform. For the hospitality and tourism industry, many online travel agents are delivering a question related to the services. The question is a customer survey delivered after experiencing the service process.
The application of reviews and comments data is growing since data is broad in quantity, and also it is based on the experience of the consumers. Therefore, the customer will deliver accurate reviews and comments related to their experience.
Nevertheless, the mystery shopper also has a distinctive aspect of measuring the quality of the services since the mystery shoppers pay attention to every detail. Moreover, the consumers will only respond to the reviews and comments that favor the most. There should be a modified method between the customer survey that have excellent reliability and the mystery shoppers that pay attention to the detail in term of the service experience (Hult, Sharma, Morgeson, & Zhang, 2019).

Research Method
The idea of mystery shopping activity is to improve the experience related to customer service. An observation related to the activities, the interaction between the customer and also the customer service staff will enrich the experience of consuming the services (Porter & Heyman, 2018). (Walter, Edvardsson, & Öström, 2010) stated that the customer experience defined as the customer's direct and indirect experience of the service process, the initiation and the facilities, and how the consumer interacts with the service form and the person that he and the other customer.
The method proposed for the research is experiencing every aspect of consuming hotel services. There is the guest who is the researcher and also becoming the mystery shopper visiting the hotel, making notes and documentation related to the experience concerning services in the hotel.
The method supported by (Johnston & Clark, 2008) stated that customer service is operational and also language, the instruction helpful for the guest of the hotel to make their coffee with ease. The room also provides 2 cups of coffee. One cup for the espresso, and one for the regular coffee. The room provides an experience of relaxing with drinking and espresso inside the room.
Another interesting information provided in the room is related to the variety of activities the guest could experience. There is a Hard Rock Roxity, a kids club. A place for the kids to play that have a hard rock nuance. There is also a boom box, a place for the guest to record karaoke. Rock Spa, Sunset Point, is a place in the hotel to hang out, located on the higher floor where the guest could see the sunset from across the sea. Splash Bistro, a restaurant and barbecue beside the pool, there is also a Jamie's Oliver Italian Kuta beach, An open kitchen located on the higher floor that provides Italian food.
Furthermore, there are Starz deli dining, the shack dining located at the tip of the sand. The Centerstage, a bar-restaurant that could provide guests with a variety of foods. Overall, Hard Rock Hotel Bali provides guests with a variety of places to dine, hang out, and experience a variety of experiences in the hotel.
Some information related to the daily activity schedule also provided for the guest to join the Water Variety of these games provided to improve the experience of the guest in the hotel. The activity scheduled differently every day, therefore the guests that stay in the hotel for several days will not be going to get bored for the same daily activities. The activity starts from Monday to Sunday.
There is much merchandise provided in the room, such as a good design umbrella, sleeper, the towel, and many more items that are associated with the Hard Rock Hotel Bali. Since all the items are interesting and have a good brand of Hard Rock Hotel, the guest offered a replacement price list if they want to use or to buy the item. A piece of paper related to the information about the prices for each item also provided in the room.
Furthermore, there is also a piece of information related to the question and answers provided in the room; they also provide a medical clinic on-site, 24/7 support for medical needs. Moreover, all the areas are smoke-free that support a healthy environment in the Hard Rock Hotel Bali.
The room has provided many experiences and information related to hospitality and experiences. There is information related to the dining experience, musical experience, and also a technology experience such as the coffee maker, dining menu displayed on the TV, and also a bathroom utilized as the mini sauna.
There are many experiences, just inside the room, in which the guests can enjoy hearing a piece of good music with Bose technology audio speaker and also drinking espresso and experiencing the sound for several minutes of relaxation.
Nevertheless, many of these detail experiences did not occur in the findings of the previous research. Moreover, the experience of being a mystery shopper has provided a rich detail of services provided to the guest.

Conclusion
A rich and detail experience related to the variety of offerings from the luxurious hotel will only recognize if we are experiencing staying in the hotel. Nevertheless, to improve the willingness and to persuade the consumer. Therefore the hotel needs to enhance and foster the stories related to the experiences by providing an incentive to write stories. These stories should come from the guest that willing to write and share the stories in social media like Facebook, Twitter, and also Blogs and reviews of the trip adventure. Furthermore, social media has supported this kind of activities, by improving the accessibility and also the response of writing stories and delivering the stories to netizens via social media.
Experiences from the stories are authentic and also a novel and confession from the guest. Therefore these stories related to the satisfaction of the guest. Some of the research state that it is essential to look at the stories as new variables that relate to guest satisfaction (Oh, 1999). Some research findings show that online travel blogs is a search of qualitative data that could explain the like and dislikes related to the consuming experiences (Pan, MacLaurin, & Crotts, 2007).
Furthermore, online customer reviews also could influence consumer behavior and determine the performance in the hospitality and tourism industry (Browning, So, & Sparks, 2013;Sparks & Browning, 2011). Since this is the right way of influencing the consumer, therefore many online travel agencies allowed posting, ratings, and reviews related to the experiences of the hotel properties.
Finally, the research of the luxury hotel should improve the research method by utilizing the blogs, stories, and also a long format comment on Facebook. Further research findings should conducted by utilizing the varieties of social media data set.