Glacial Trimlines and Nunataks in Assynt Region of Scotland

Frigid Trimlines and Nunataks in Assynt Region of Scotland Title How much are frosty trimlines and nunataks present in the Assynt locale of North West Scotland and how does this influence includes above and beneath the limit? or then again How much is a frigid trimline present in the Assynt district of North West Scotland and how can it influence includes above and underneath the proposed limit? Unique The Assynt area of North West Scotland, north of the town of Ullapool, is situated on The Moine Thrust belt, which extends from Lock Eriboll on the north coast to the Isle of Skye, around 120 miles south. This denotes where the old Moine schist rock, around 1,000Ma, push over more youthful rocks, making an unconformity between the Moine schist and the Durness limestone, which was transformed and modified underneath the push, from 500Ma. The region is wealthy in Quaternary geography, giving proof of direct ice activity and periglacial highlights not straightforwardly connected to ice stream. These Quaternary highlights are part by a hypothetical warm limit called a frosty trimline, as far as anyone knows speaking to the most noteworthy vertical degree of the icy mass, with periglacial highlights lying over the limit and ice stream erosional includes beneath. These highlights will be concentrated so as to give proof to the trimline, with the estimation of rock hardness around the regio n giving the best data. Foundation Geology The most established rocks present, gneisses of the Lewisian complex, of Archaean age, have experienced three significant times of disfigurement, the first of these being the Badcallian occasion, where predominant foliation was delivered, trailed constantly time of distortion called the Inverian occasion. The Scourie dykes, a set-up of dykes, barged in the Lewisian complex before being twisted during the third time of misshapening, named the Laxfordian occasion, dated around 1.7Ga. The Lewisian complex can be partitioned into the Rhiconich, Assynt, Gruinard and Southern Terranes. The limit between the Assynt and Gruinard rock formations lies along the Canisp Shear Zone. Both hold distinctive structural narratives, yet were consolidated by the Palaeoproterozoic, around 2.4Ga, apparent from the interruption of the Scourie Dykes. (Trewin, N.H, 2003) The Archaean Lewisian rocks are then unconformably overlain by the Torridon gathering of red sandstones and combinations, saved in fluiviatile and lacustrine situations, dated roughly between 1.2Ga to 1Ga in the Proterzoic. These red sandstones were presented by waterways and covered under old slopes and mountains. The Torridon sandstones, inclined, dissolved and overlaid the past Stoer bunch around 1Ga. (http://www.earth.ox.ac.uk/~oesis/nws/nws-geolhist.html) After an ensuing time of elevate and non-testimony, the district was violated and marine Cambrian quartz arenites unconfomormably overlaid the Torridon and Lewisian gatherings. These quartz arenites vary from the Torridon sandstones, especially in their white shading and by means of the nearness of vertical tunnels from ichnogenera Skolithos and Monocraterion, featuring the early Cambrian as the upper age bound. (K.M. Goodenough et al, 2009) The Fucoid Member, a slight definite unit of earthy colored endured siltstones, overlies the quartzites. (Trewin, N.H, 2003) This thusly is trailed by the Salterella Grit part, a slight layer of quartzites, which overlies the fucoid part, which are all dated as early Cambrian in age. Comformably overlying the clastic joins is the Durness gathering of carbonates, the most youthful silt in the locale, which run in age from early Cambrian to early Ordovician, around 542-475 Ma. (Trewin, N.H, 2003) Bounteous pushing is available all through the Assynt district from late Ordoivician to early Silurian times with far reaching twisting having happened. Four thurst sheets are available, the most minimal of which, the Moine sheet, containing units allotted to the Moine Supergroup, settled upon the Lewisian complex, kept around 900Ma. (Krabbendam, M. furthermore, Leslie, A. G, 2010) The silt inside the Moine supergroup are predominanty shallow marine arkosic sandstones. Significant development along the Moine thurst happened around 440-430 Ma, recorded by means of Rb-Sr dating of mylonites, additionally demonstrating the fine grained platy rock mylonite arrangement along the push. (Freeman, S,R et al, 1998) Quaternary Geology of the region Throughout the last 2 million years, the scene of North West Scotland has been significantly modified by environmental change, accepted to fit the ‘Milankovitch’ timescale. Vacillations of temperature, from times of warmth to times of cold and ice have explicitly changed upland zones. The heaviness of the ice made the nation be brought down, combined with lower ocean levels because of the catch of water in the ice, before unexpected environmental change constrained softening of the icy masses and ice sheets. This set off the arrival of tremendous measures of water, storing sands and rock seaward and in stream valleys. (Lowe, J. J. furthermore, Walker, M. J. C, 1997) Alongside this, ocean levels significantly rose because of the gigantic increment in water, shaping sea shores over the ocean level, left today as raised sea shores. (http://www.snh.org.uk/distributions/on-line/geography/scotland/ice.asp) The development of the ice because of gravity under its own weight and its liquid nature caused decimation in its way. Because of its damaging nature, proof is expelled, making timing, degree and individual effects hard to record. During the previous 30,000 years, there have been three significant times of glaciation, with interglacial periods sprinkled, where there was no ice during summer a very long time aside from in certain territories of high scope and elevation. Shorter periods between glacials are named interstadials, when warm temperatures present and stadials, where temperatures are generally cool. Two of these frosty periods profoundly affected the Assynt area. The first and most established of these frosty periods, named the Late Glacial Maximum, is dated around between 29,000-22,000 years back. An ice sheet of over 800m in thickness was available, leaving just few nunataks obvious. Nunataks are uncovered pinnacles or edges over the ice sheet, regularly rough in nature. The most youthful icy occasion is the Loch Lomond Stadial, around 13,000 to 11,000 years prior, named after the Loch itself, which shaped because of icy development because of the evacuation of rocks, uncovered by the ice. (http://www.scottishgeology.com/geo/local geography/midland-valley/south-finish of-loch-lomond). It left moraines, nunataks and outwash porches in numerous valleys and some little moraines in corries, with the moraines assisting with diagramming the ice edge retreat. The period was finished because of a quick increment in climatic temperature, thusly beginning the Holocene. Chilly highlights are available around the Assynt district which help to outline ice stream bearing. These incorporate striations, grooves, bow checks and grinding splits to give some examples, each of these generally taking things down a notch and hence effectively recordable. They are discovered most normally on the Cambrian quartzite and the funnel rock; in any case, little numbers have been mapped on Torridon sandstone. Striations are framed by scraped area of free shakes and stones at the base of an icy mass, shaping scratches in the stone, the course of the scratch showing the directional progression of the ice. Now and again be that as it may, they can be confounding because of various icy masses at later dates cross cutting the recently framed striations from an alternate course. The striations must be therefore concentrated in detail to figure out which time of ice development started things out. Measures, as sickle moon shapes, structure when stones inside an ice sheet or i cy mass are squeezed against the bedrock. These stones pivot somewhat as the ice sheet or ice sheet moves, hauling them all the while with the turn, causing sickle formed indents in the bedrock. Checks are helpful for deciding stream bearing, as the progression of ice regularly focuses a similar way as the measure. Checks can regularly be effortlessly mistaken for contact breaks on the off chance that they have been adjusted by enduring; in any case, measures are typically more noteworthy in size. Erosion splits are shaped because of an expansion in grating between the ice sheet and bedrock underneath it, with stones and rocks bobbing off the bedrock, which means pressure isn't persistent. As far as ice stream heading, they point in the contrary path to the measures. Moraines, another element of cold development, are collections of stored till. Various moraines are framed in various zones passed by the ice sheet. Terminal moraines structure at the end, or end of the farthest point came to by the ice, while parallel moraines structure at each side of the icy mass and average moraines are framed at the convergence between two icy masses. The affidavit of the till can occur in three unique regions of the icy mass, with subglacial at the base of the ice sheet, minor statement on the edges of the ice, and supraglacial sitting on the outside of the ice sheet. Fluvial activity can in this way improve the kept till and moraines, changing their qualities and morphology. Till textures can likewise be concentrated so as to give proof of glaciation. Tills are kept at various regions of the ice stream, with the situation of these and the direction of the clasts assisting with mapping the heading of ice stream in the zone. Periglacial landforms are additionally present in the district, ordered as zones that structure adjoining icy territory or in regions of close likeness and that theoretically structure over the proposed trimline, where freeze defrost enduring frequently happens. Designed ground highlights are the absolute most basic structures found, including stripes, nets, circles, polygons and steps, each framed either by arranging or non-arranging of silt. Nets and stripes are the two generally normal of these highlights found in the Assynt locale. Nets are found betwee

Importance of Writing Free Essays

The Importance of Writing for Students Writing characterizes as an instrument to speak to writers’ musings, feelings,and thoughts into one segment/reason. As a device, composing has a capacity to create writers’ musings to be progressively basic. Composing requires a reasonable change, and a redundancy so as to improve the aptitude. We will compose a custom article test on Significance of Writing or on the other hand any comparable theme just for you Request Now The training is change; nonetheless, the fundamental of common sense includes a few sources as a media of learning. Composing plans essayists, particularly understudies, to venture into a bigger society in term of demonstrating their capacity in a backhanded method of correspondence. Composing assumes a significant job in the realm of instruction. Composing fabricates an approach to make understudies to be increasingly imaginative. Innovativeness through composing has boundless extensions. Extent of composing account ensnares a wild creative mind through certain unpredictable thoughts by finding the idea efficient and explicitly. Extent of composing a scholarly advancement, for example, examine paper, expects understudies to comprehend in applying a correct sentence structure, and organizing a passage. â€Å"Creative writing† drives understudies to do investigation that trigger them in finding another development (Bekurs; Santoli). An examination requests understudies to expound and adjust the words into one entirely different observation. Breaking down in this creative cycle implies â€Å"to figure out how to evaluate† the contention, and â€Å"use that data to locate the importance in the knowledge† (Bekurs; Santoli). As per Santoli and Bekurs, â€Å"the establishment of innovative writing† must be founded on students’ â€Å"personal interest† (Bekurs; Santoli). Composing builds up a social aptitude in understudies. A social aptitude needs an essential establishment of figuring out how to ace a second method of correspondence, called composing. Specifically, a social development in web, for example, blogging, snares youngsters to communicate theimselve as a person through composition. This blogging action is â€Å"the turnpike to the soul†; in addition, composing mirrors the character of the journalists that permit them to collaborate with new individuals in the digital world (McNulty). A social aptitude, in term of composing, produces a boundless access in arriving at a wide range of social orders. In any case, understudies need to ace a wide range of vocabularies identified with the field. Composing causes a few understudies in picking up companions. A few understudies have a trouble in relating themselves to new individuals. Specifically, the movement of trading diary so as to collaborate with their new companions is still ecessary, particularly for those in a lower evaluation of training. Composing guides understudies in picking up â€Å"self-awareness†, â€Å"self-motivation†, and â€Å"believing in themselves† (Downing 1). For this situation, composing a diary can be useful in raising students’ inspiration and thoughtfulnes s toward themselves. Composing a diary implies working out our wild conclusions into a bit of paper; simply like composing a journal. By composing diary, understudies can convey their â€Å"hidden thoughts† through a â€Å"white and black† device that makes everything â€Å"visible to the world† (McNulty). Composing trains understudies to turn out to be progressively autonomous and certain. As indicated by Santoli and Bekurs, when understudies â€Å"become increasingly open to putting their pens to paper† as authors, they have become autonomous leaders of themselves (Bekurs; Santoli). Besides, understudies need to frequently rehearse the composing expertise to increase a self-assurance. The more understudies practice their composition, the more they permit themselves to fathom the helpfulness of utilizing language and applying them into passage. Composing decides the future profession of understudies. The aptitude of composing portrays the educated understudies as free laborers later on. For example, the capacity of understudy in talking a decent discourse creates a recently government official. The fitness of understudy recorded as a hard copy a report rises another brought into the world skilled columnist. Besides, the composing expertise of understudies determine their situation as a laborer; either lower or higher position. In term of composing, the significance of having the option to â€Å"mean what you state and state what you mean† has pivotal importance in the profession field (McNulty). So as to go after a position, individuals need to present a firm Curriculum Vitae letter that expects them to compose a strength endorsement of themselves. Step by step instructions to refer to Importance of Writing, Papers

How to Write a Personal Essay

How to Write a Personal EssayWriting a personal essay requires that you have your entire life in front of you and a considerable amount of detail. The temptation to skip some of the details is always there, but you must let the reader know why they need to read every last word. Having your life as the main focus will make it easier for you to write about it will be a lot easier for the reader to relate to you. You will want to share your dreams, hopes, and passions with them in order to find out what their life is like.Personal essays can be about anything and everything in your life. If your idea is to create an essay about your love of one particular type of music then go ahead and write the personal essay all about you and your musical preferences. Also if you have a specific interest such as weightlifting then you could write an essay about what got you into it and what you enjoy about it. If you do not know much about something then start small and learn as much as you can about it. As your interest grows you can write larger and more involved pieces of the story.If you have no idea where to start or what subject matter to write about then it might be a good idea to look at other people's writing. Everyone has a unique style and when you compare yourself to others you will be able to see which subjects are easiest to write about. When you get to this point then you can narrow down the list of subject matters to be written about and begin to research more about each topic. You will find that there are many areas of study that you can write about.When you start researching different topics you will find that there are many rules and techniques for writing about them. There are plenty of online sources on how to write a personal essay and there are also tons of books on the subject as well. This should help you in the long run because it will help you realize how much more effective you can be at writing about a particular subject. When you start writing it s hould be easy and natural. Your essay will be the best if you can let your emotions flow freely through the piece without too much thought put into it. Write from the heart and forget about thinking too much about the ideas that you have come up with. As you can see that is easier said than done but you will find that once you get going it is easier than it is to stop.If you find that you are having trouble when it comes to creating your personal essay then you should visit an essay writing service. These professionals can help you format your personal essay and bring out the best in you. Writing a personal essay is not easy and if you have not written a personal essay before you may want to learn a few tricks in order to get your piece together. If you are familiar with the general rules and structure of an essay then you should be able to follow along easily.One of the most common mistakes that writers make is not knowing what the end product should look like. You should avoid cut ting and pasting, unless you know the story inside and out. Learning from your mistakes is important when it comes to personal essays and if you find that you are making any then you should visit a professional.You will want to make sure that you always have a deadline set for yourself so that you can do it right and by the deadline. It may take some time but your essay will be worth it will make a lasting impression on the reader. Take the time to compose a good essay that flows and has the entire story from beginning to end. You will find that once you have a completed essay that you are better able to take your writing to another level than you were before.

Capital Punishment Should Not Be - 2299 Words

Capital Punishment: To Be or Not to Be On Sunday, March 29, 2009, at approximately 10:00am, Robert Stewart, aged 45, entered the Pine Lake Rehabilitation and Nursing Center in the small town of Carthage, NC. As he moved through the halls, he gunned down nearly a dozen innocent victims. In the aftermath of his deadly rampage, Stewart left eleven victims, eight dead and three wounded. He had killed the most helpless victims, elderly nursing home patients, many who lay helplessly in their beds or sat bound in their wheelchairs. All of his victims, except one, were between seventy-eight and ninety-eight years of age, incapable of self-defense and in the final season of their lives. Undoubtedly, this was a heinous crime, the kind that forces one to question why. What would lead a man to commit such a horrible act? Is there any way to explain it? There is much speculation about Stewart’s motive, but in the grand scheme of things, what does it matter? Would any explanation make Stewart’s deed any less horrendous? No. The end result would be the same- innocent lives lost in a brutal attack, and families left behind, trying to make sense of it all. While some are asking why he did it, others are already contemplating Stewart’s fate. Of course, many are demanding death. The controversy comes as society strives to decide what that severe punishment should be. Should it be the death penalty? What is the death penalty? It is the killing of a person as punishment by judicial process.Show MoreRelatedCapital Punishment Should Be Abolished1137 Words   |  5 PagesThe case for capital punishment Topic: why capital punishment should continue General purpose: To argue Specific purpose: my main aim is to convince the audience that capital punishment should be upheld. In other, the advantages of capital punishment outweigh its disadvantages. 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Classification of Market Structure and Its Importance

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The monopoly output is lower than perfectly competitive firm output. Price Discrimination Price discrimination refers to the charging of different prices by the monopolist for the same product. He may charge different prices for different customers for the same product. Or in different markets, monopolist may charge differently. Price discrimination is possible only when elasticity of demand will be different in different markets. Where demand is inelastic they will charge higher price, low price where demand is elastic. –In some cases discrimination is legally sanctioned, for example railways charges different rates for the transport of coal and copper. MONOPOLISTIC COMPETITION Monopolistic competition refers to a market situation where there are mny sellers of a commodity but the product of each seller is not identical. No seller can have any perceptible influence on the price output policies of the other seller nor can he be influenced by their action. 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The Invention Of The Automobile Industry - 915 Words

Dan Rather once famously said that â€Å"Americans will put up with anything provided it doesn’t block traffic.:† There is a long and significant bond culturally in the United States (US) with the automobile. It has often been pictured in media as a staple of the middle class life, a sign of prosperity, and a symbol of freedom. The birth of the worldwide auto industry happened in the US. Cars in some form or another had already existed around the world but they were labor intensive to produce and without a supply the market considered them more of an interesting novelty than a must have product. Henry Ford revolutionized the nascent automobile industry with the development of the assembly line to mass produce the vehicles in the US to sell to the world. Since then the US has been one of the leading countries for the manufacture of automobiles until the 1970’s. Since then there has been a marked increase in global competition which has dropped the US to 3rd in annual production of vehicles for 2014 behind China and the European Union (EU). What could have caused this shift? In 2007 and 2008 the worldwide markets suffered a significant downturn resulting in two of the biggest US manufacturers Chrysler and GM to file for bankruptcy. They were immediately offered relief by the US government but the damage done highlighted just how shaky their footing was that they could not weather a recession. Today the average US autoworker makes just under $16 a hourShow MoreRelatedThe Invention Of The Automobile Industry Essay1150 Words   |  5 Pagesdefinitely the biggest invention on history changing the way humans transport. In the past, there were no vehicles and therefore people used to walk while only the few lucky had the privilege of enjoying a horse ride. 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Ford did this with the way he used theRead MoreThe Invention Of The Automobile Industry1622 Words   |  7 PagesThere is a well known proverb that applies to many industries that goes â€Å"Necessity is the mother of all invention,† but, when it comes to the automobile industry it’s hard to say necessity was the main driving force, as opposed to, say, money. The mechanics of an automobile, and most other power-based machines, revolve around the invention of the internal combustion engine in the early 1860’s and it’s later commercialized application; at first it was more of a luxury item but soon after investorsRead MoreThe Invention Of The Automobile Industry1302 Words   |  6 PagesThe automobile industry is said to have its beginnings dating to the 19th century. Gottieb Daimler and Wilhelm Maybach, of Germany, fitted their engine into a stagecoach in 1886 (Kin dersley, 2011, 10). They were both successful at creating the first four-wheeled, gas-engine vehicle. 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Only 40 years later, Francois Isaac de Rivaz engineered an automobile that was powered by an internal combustion engine, using hydrogen as its fuel sourceRead MoreThe Invention Of The Automobile Industry1832 Words   |  8 Pagesworld pub lished in 1990 is an example of unity of purpose which created an alternate epistemology of the automobile industry for the discerning audience. It is a tightly knit teamwork of three senior managers of the IMVP led by Jim Womack, Daniel T. Jones Daniel Ross and a collective endeavor of several associates and advisors. The book offers a panorama of key concerns in automotive industry based on a research, which took place over a period of five years at a cost of $5 million dollars at MassachusettsRead MoreThe Invention Of The Automobile1051 Words   |  5 PagesThe Invention of the Automobile, A Turning Point in History One could argue that one of the best inventions of the 1900’s was the Model T Ford or Tin Lizzie. The invention of the automobile has certainly left an indelible mark on the American Society. Consequently, the automobile has become the center of an extraordinary industry with the assembly lines and mass production techniques. These elements have essentially revolutionized the automobile industry. The Model T Ford made car travel affordableRead MoreThe Automobile Industry Influenced The American Economy1012 Words   |  5 PagesIn 1769, the first automobile, a steam-powered carriage that would carry up to four people at two miles per hour, was created. Years pass as gasoline engines, wheels, and a steering device were added to the automobile, which began to make it useful but expensive (â€Å"The Invention of Automobiles†). They were hand-crafted at this time, therefore making it unaffordable. Until Henry Ford introduced the assembly line in 1913, automobiles remained expensive. 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The invention of automobiles was a turning point for life in America. Cars gave us the possibility of a brighter future by offering us quicker travels, relief of harsh elements, and the expansion of economic potential. Hundreds of

Social Media Marketing In Hospitality Industry-Myassignmenthelp.com

Question: Discuss about the Role of Social Media Marketing In Hospitality Industry. Answer: Introduction The current review of literature is premised on role of social media marketing in tourism industry. Considering the context of destination marketing, role of social media is being more profound in the contemporary world. With exponential growth of social media, both in the global and Australian market, the demand for understanding the role of social media in the operation of hospitality industry has been increased. Lifeline of the hospitality industry is people - who are perceived as consumers/customers by hospitality firms such as hotels and restaurants. Therefore, these organisations use a plethora of online marketing tools and techniques as a new marketing channel in order to connect with their customers. Conceptual Framework Figure 1: Conceptual Framework (Source: Created by learner) Critically analysing the Emergence of social media marketing In the last decade, the rise of social media has been a major socio-cultural revolution, coupled with significant economic outcomes. People have joined in different social media platforms and this has contributed to ballooning of those online communities. In opinion of Leung et al. (2015, p.149), such changes have enabled people to express their opinion on matters more effectively and instantly and this has changed landscape of marketing in the hospitality industry. In addition, Demographic factors such as age and gender, coupled with socioeconomic status have enhanced concept of customer relationship in the hospitality industry (Leung et al. 2013, p.5). Figure 2: Number of Facebook users in Australia from 2015 to 2022 (in millions) (Source: Statista.com, 2017) As of Jan 2017, there are 16 million active Face book users in Australia. Given the total national population of the country in 2017 was 24.3 million; approximately 65.8% of the Australian population is on Facebook. Apart from Facebook, Snapchat and Instagram have also rapidly increased their user base in Australia, 1 in every 5 Australian now use Instagram and 1 in every 6 Australian is an active user of Snapchat (Socialmedianews.com.au, 2017). Considering these statistics, the penetration of major social media in the Australian population can easily be surmised. Identifying the role of Social Media and Online Marketing Social media is considered an online application for online marketing and therefore hospitality brands seek to effectively utilise these platforms for building online communities consisting, loyal customers/consumers. As commented by Bowie et al. (2016, p.142), hospitality brands use social media platforms for two major purposes, a) building a new business model that incorporates a product-marketing channel and b) establishing a strong relationship with customers without encountering major obstacles in terms of time and place. Defining online community In context of hospitality industry, an online community can be defined as a group of people sharing their experiences through social media, expressing their opinions and providing necessary criticisms on services offered (Kim et al. 2015, p.170). Characteristics of online community From sociological perspective, Sigala et al. (2012, p.182) has characterised an online community through twelve elements. While the first six elements here highlight the need for individuals and the expectations of the communities, remaining six elements are associated with the success of community. Figure 3: Sociological Elements of an Online Community (Source: Sigala et al. 2012, p.183) Bowie et al. (2016, p.212) has characterised online community from operational as well as theoretical perspectives. From a theoretical perspective, core elements of an online community are the place, symbols and virtual. On another hand, operational characteristics here include a) people b) purpose and c) the policies. Figure 4: Reasons people visit online communities (Source: Bowie et al. 2016, p.210) Kim et al. (2015, p.170) have also characterised social media community through need of people to a) obtain information b) engage into transaction (economic and social) c) build new relationships and d) voice out opinions (positive and negative). Critically discussing the theories of social media marketing Participation of people in social media is contingent on shared purpose, characteristics and inherent purposes of the concerned communities. Therefore, participation of individuals on social media can be clearly underpinned through theoretical explanations. Economic theory Owing to the economic power and capability of affecting power relationships existing between marketers and customers, social media has gained significant popularity since its inception. From an economic perspective, marketers from hospitality industry perceive the entire population of a country as an aggregation of potential customers who can avail their offered services/products and thus benefit the respective organisations (Ng and Lien, 2015, p.668). In this context, resource-based model is an effective tool to understand the economic impact of social media on business. As mentioned by Sotiriadis and Van Zyl (2013, p.115), participants of social media generate consumer value when they are satisfied from the services offered and their gained benefits outweigh the expended resources. However, Kandampully et al. (2015, p.380) has criticised this economic perspective by pointing out that social media communities also have the power to relocate the balance of power from marketers to end customers thus sometimes consumer perception can determine the fate of a particular hospitality brand. Social Theory Two social theories namely social exchange theory and social identity theory are also applicable in this study for exploring the motivations of social media users and the impact of social media activities on the operation of hospitality industry. Figure 5: Social theories (Source: created by leaner) In the opinion of Sigala et al. (2012, p.177), social exchange theory emphasises on the mutually beneficial interactions taken place among people outcomes of which are beneficial for both involved parties. Guided by the expectation of receiving social rewards, individual continues to contribute to communities and they also expect reciprocal responses from other members of the community. These behaviours are utilised by social media communities created by hospitality brands by rewarding their members with different forms of gifts and rewards. However, Ng and Lien (2015, p.657) has pointed out that there is always a saturation point in terms of rewards and when that is reached, social media marketing cannot yield business growth anymore. Social identity theory helps to explain how individuals utilize their membership identities for obtaining respect and approval in the community. As per Lange-Faria and Elliot (2012, p.195), this theory encompasses cognitive, evaluative and affective elements. This element helps the marketers to create loyalty among their customers; lastly, the evaluative element assesses the value of an individual's membership in certain social community. Kim et al. (2015, p.167) has stated that when individuals perceive themselves as members of a specific community, they express loyalty to that specific community or brand and take active part in the activities initiated by the community. Zeng and Gerritsen (2014, p.28) has criticised effect of this theory by saying that at certain point of time it becomes virtually impossible for a marketer to acknowledge the identities of each and every member of the community and from such point of time deliberate negative opinions start to manifest. Critically evaluating methods of social media marketing Marketing through social media has immense influence on customers of hospitality industry and tactful marketing campaigns utilise this potent tool of digital world for their own benefit. As Bowie et al. (23016, p.177) have pointed out, today everyone has an opinion in almost every topic, and this is the particular spot where marketers of digital world have come to vendor their products or services, owing the growth of consumer culture both in Australia and all over the world. Barons and moguls of hospitality industry have ventured into social media for effectively increasing expanding their empire of business, through expensing comparatively lesser resources. Major methods of social media marketing, employed by such individuals include- Figure 6: Types of Social media marketing (Source: Created by leaner) Word-of Mouth (WOM) marketing - This type of marketing does not actually involve the direct participation of marketer, rather it is just the act of consumers broadcasting information about certain products or services to other customers. Sotiriadis and Van Zyl (2013, p.104) has mentioned that when people find a valid reason for talking about certain good and services, then involuntarily spread the information in the society. In this way, it becomes much easier for the marketer to let the goodwill take control of the marketing. Engagement marketing - the quest of every organisation runs in a cyclic process of acquiring new customers, growing lifetime value and converting them to advocates (Kandampully et al. 2015, p.380). However, in todays digital world, it has become increasingly hard to perform these tasks without encountering any hurdles. With the advent and commercial outbreak of social media, customer reality has undergone a rapid change, thus engineering a new market reality. In the new marketing reality, organisational power has shifted from sales to marketing and purchasing power now resides with buyers instead of seller. Leung et al. (2015, p.152) has defined engagement marketing as a special setup of marketing where people are engaged continuously as individuals, based on their needs, irrespective of their place and geographical position. Integrated campaigns - this type of marketing is an effective strategy where a specific brand can focus on the local communities and continuity to be benefited from the global corporate parent. eri? et al. (2014, p.150) has stated that such marketing offers a holistic approach in communication marketing and therefore ensures that consumers will engage with the marketer the way he wants to. As result, market gains better control through practicing integrated campaign. Despite the benefits received from integrated marketing, there are some downsides of it also. Leung et al. (2015, p.151) has argued that integrated social media marketing has the capability to contradict the brand messaging. Analysing the impact of social media marketing in hospitality industry Benefits Figure 7: Benefits of social media marketing in hospitality industry (Source: Created by leaner) With increasing usage of different social media marketing techniques and tools, Australian hospitality industry has experienced significant benefits from these activities. Firstly, guest booking experience has revolutionised owing to the use of social media. On a global perspective, roughly 148.3 million travel bookings are made annually through the internet, implying a staggering 557% of all travel bookings (Maxwell, 2017). Secondly, implementation of search engine optimisation (SEO) has enabled hotels and restaurants to source their customers from the locality and thus strengthen their foothold in the local market also. Thirdly, activity on the social media has enhanced the practice of destination marketing as people are more engaged in recommending and suggesting places to each other in online communities (Hays et al. 2013, p.215). Figure 8: Distribution of social media platform usage by businesses in Australia as of April 2016, by business size (Source: Statista.com, 2017 Limitations Despite benefits realised from the internet and social media marketing, marketers of hospitality insert should not redirect their customers to Facebook. In the opinion of Maxwell (2017), such act will prompt them to browse through their own notifications and thus jeopardize the entire motive of social media marketing. Another major drawback in this context is the negative word-of-mouth propagation. As Pfeffer et al. (2014, p.120) has pointed out, social media users are often found to creating online firestorms in response to any sensitive activity of incident. Gap in Literature One major gap identified in previous research is the exclusion of social factors in describing the impact of social media on the operation of social media. Despite the immense significance of social lamberts such as identity, interaction and group behaviour, previous research has overlooked this area for the sake of emphasizing only on the economic outcomes of social media activity. Therefore, the researcher has endeavoured to bridge this gap in the current study and thus produce a holistic approach on the research issue. Conclusion This chapter has presented a critical understanding of the literature associated with the role of social media marketing in hospitality industry. For this purpose, research has introduced the scope of social media marketing by defining the term online community' and explaining the characteristics of such communities in brief. After that, economic and social theories of social media marketing, along with their impact in hospitality industry have been penned down. Major methods of social media marketing have been outlined after that, following by benefits and negative impacts of social media marketing Reference list Cowling, D. (2017). Social Media Statistics Australia January 2017. SocialMediaNews.com.au, 1 February, [online], Available at: https://www.socialmedianews.com.au/social-media-statistics-australia-january-2017/ [Accessed 10 Aug 2017] Hays, S., Page, S.J. and Buhalis, D., (2013). Social media as a destination marketing tool: its use by national tourism organisations.Current issues in Tourism,16(3), pp.211-239. Inversini, A. and Masiero, L., (2014). Selling rooms online: the use of social media and online travel agents.International Journal of Contemporary Hospitality Management,26(2), pp.272-292. Kim, W.G., Lim, H. and Brymer, R.A., (2015). 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