Analysis of Research Papers on Hospitality and Tourism

The assignment requires summarizing an article that lists various studies and research papers related to hospitality, tourism, and technology. The articles cover topics such as online complaint management, service bundling, quality and environmental management, e-commerce expenses, e-procurement, career decisions in the hospitality industry, primary data collection, soil classification using unsupervised learning, Twitter data for cruise tourism marketing, advances in hospitality research, Yelp data impact on the hospitality industry, information overload and consumer confusion in the travel industry, and more. The assignment asks to provide a JSON object containing a summary of the article in English only.

RESEARCH PROJECT
(PART 1 AND 2)

Table of Contents
TOPIC: E-COMMERCE AND ITS DRIVE FOR BUSINESS SUCCESS....................................1
PART 1............................................................................................................................................1
Introduction......................................................................................................................................1
Literature review.........................................................................................................................2
Methodology...............................................................................................................................5
Timelines of research activities...................................................................................................6
PART 2............................................................................................................................................7
Executive summary.....................................................................................................................7
Introduction.................................................................................................................................7
Methodology...............................................................................................................................8
Results and findings..................................................................................................................10
Discussion.................................................................................................................................16
Conclusion.................................................................................................................................26
Recommendations.....................................................................................................................27
REFERENCES..............................................................................................................................29

TOPIC: E-COMMERCE AND ITS DRIVE FOR BUSINESS SUCCESS
PART 1
Introduction
Background of research
E-commerce play important role with using websites, search engine, social media, etc. In
this regard, effectiveness continuously develops with dramatic effects on marketing. This is
because, it helps to increase competitive advantages in business environment with consider more
activities and tasks. With respect to deal with successful operations, e-commerce also helps to
deal with global environment (Morosan, Hua and Defranco, 2017). Efforts are also been made to
secure business and maintain systematic results in enterprise. E-commerce activities create
numerous opportunities that go ahead with smart planning. It helps an organisation to serve
products or services in international market.
Rationale of research
With respect to conduct research, it can be stated that Hilton Hotel able to attract
maximum number of customers together. It increases opportunities to save cost and ascertained
creative results. Furthermore, this is also helps to produce more profitability outcomes in
business. Internet is more valuable source so that it is important to attract maximum number of
customers (Ting, Chen and Fang, 2017). Increasing internet activities helps to face challenges
and benefits in particular place. Every hospitality industry wants to make sure that user-friendly
website for customer are established which need to consider changes with e-commerce activities.
Furthermore, present research considers E-commerce as a powerful platform that help to make
changes in a way to do business.
Aims and objectives
Aim: “To analysis impact of e-commerce and its drive on business success within hospitality
sector – A Study on Hilton Hotel.”
Objectives
 To understand conception of e-commerce and its importance in hospitality industry.
 To explore factors of e-commerce and its drive in business success of Hospitality
industry.
1

 To interrelate e-commerce factors with business functions and operations of chosen
business.
 To recommend ways through which e-commerce activities can be improved so that
maximum benefit and desired results can be achieved in business.
Research questions
 What do you understand by the conception of e-commerce and its importance in
hospitality industry?
 How to explore importance of e-commerce and its drive in business success of
Hospitality industry?
 How to interrelate e-commerce with business functions and operations of chosen
business?
 What are the suitable ways will be recommendation through e-commerce activities
increases to gain desired results in business?
Literature review
To understand conception of e-commerce and its importance in hospitality industry
According to Odunayo, (2014), E-commerce is purchasing and selling of goods and
services through electronic network system specially by the use of internet. It occurs either
business to consumer, consumer to business, business to business or consumer to business. It can
be described as the system which manages transaction of goods and services electronically and
organizes both payments and collections. It only happens between a consumer and a seller. It
seems to have great importance in hospitality sector. Over a decade users of internet has
increased rapidly and hospitality sector is foremost industry to capitalize from new
advancements. Before purchasing customers are always ready to make new choices and book
suitable hotels for their pleasure.
As per the view of Neelankavil, (2015), it has been pointed out that E-commerce has
been considered as lowest cost hotel-booking channel. Many tourists browse websites for
reservations of hotels. Online hotel reviews and social media are increasingly becoming essential
factor for decision making of customers. Hoteliers make complete use of internet and tries to be
in contact with visitors. Thus, hospitality sector is facing extremely competitive environment and
many applications are offering customers related schemes and accommodations with discounted
flights. According to the research conducted travel plans are being made and different types of
2

online booking are done so that customers can enjoy hotel amenities and ambience, destinations,
possible excursions etc. Similarly, Hilton hotel is taking advantage of E-commerce and planning
smartly to serve international customers and using right travel translation and making
partnerships with other similar companies by offering competitive prices. Therefore many
companies are planning for growth and partnership through E-commerce. Customers keep
engaged on their sites which make hoteliers more helpful to understand their options and like this
they attract them by offering low prices as compared to other companies. It technical elements
are front end, back end and firewall. To be more competitive Hilton follows Internet trend and
does all transactions and interactions with customers online. Hilton must understand the
importance of E-commerce and generate various ideas and so that it can attract customers from
all over the world. Online payments, marketing through social sites should be done quickly and
safely so that customers feel safe while doing transaction and billing, they should freely interact
with higher authorities related to products and services.
Top management should directly link with them know their choices through social
networking sites and updating them from time to time. They should know their choices as well
and should know what they want in future so that there should be no confusion. They must
discuss about customer service online so that there can be improvement made in this field. There
should be up gradation of employees educational level because they should know how to
evaluate mobile apps and receive correct information from customer's side. Proper connection
and messaging must be made between customer and employees through cells. E-marketing is
another major aspect of e-commerce which must be focussed upon. Companies build their own
pages in a very bright manner and update them at regular manner. Hilton should take proper use
of E-commerce to create new customer base line and also to retain customers. From online
marketing it should would show its presence in the market as well. Teenagers, youngsters are
more attracted towards hotels and resorts. They are regularly engaged on websites so they are
more aware of current market trends. Thus, hospitality sector, can make use of engagement of
youth and increase its business and thus profitability.
To explore importance of e-commerce and its drive in business success of Hospitality
industry.
For management and marketing new technologies are offering various channels that
improve various capabilities. According to Amaya and et.al., (2015), there are certain successful
3

factors that help e-commerce businesses in its success which help owners should consider
properly. Firstly, customer service is very essential no matter whatever the size of company is.
Hospitality sector always aims at providing perfect customer service to retain its visitors and
therefore an excellent customer service enhance their trust in company's business. This increases
popularity of business in the way they appreciate its service to others which further increases
customer's crush in their business. People talk about business and its environment when the best
customer service is provided to them. In this regard, social media sites help in promoting their
business by posting their comments and pictures.
Another important factor is applying multichannel marketing through Email marketing,
referral marketing, offline campaigns and social media. Other online retailer will gain
opportunities if possible distribution of products haven't been done. Then, conversion rate also
defines success of any business which can be measured by the percentage of tourists on any e-
commerce website. In the contrary to Henwood, (2014), it is stated that this rate can become low
if there is lack of information about the products posted on E-commerce website. Customers
don't like to book rooms if its pricing is high. On an average 2% to 3% tourists visit on these
sites and place their order. This means that mostly customers just make visit on websites and
then exit. They do not make any purchase. In hospitality sector, visitors just browse numerous
sites and compare with each other, they do not book rooms or order anything on regular basis.
Another most important factor of E-commerce is retention of customers that affect operations of
hospitality sector. This measures the position and ability of organisation to survive in the market
for long run. This could be maintained by following up e-mails, reward system for loyal
customers and offering discounts and announcing special menus for them.
To interrelate e-commerce with business functions and operations of chosen business.
E-commerce is interrelated with the different business functions and operations. These
include registration, basket, payment, product management, orders management and VAT and
shipping costs. Users do registration on site to make purchases and for online booking of hotels.
Hilton provides all kinds of information required for billing, booking of rooms, menus, etc. all
data gets restored on database and then it is used by back office staff. Like this, customers make
good use of websites and companies also know their the entry and exit of customers. Another
important tool that which is useful for customers is basket such as shopping basket through
which they can easily select their products and make checkout payment. According to Jetnikoff,
4

(2015), basket can be organised by summarising user requests and offering catalogues, initiating
payment process for selected menus. Payment of E-commerce is facilitated by dialogue delivery
between parties which include financial transactions. This operation takes few moments and
transaction is performed by bank which transfers payment into the account.
Major part of E-commerce which is related to business function is product management
that provides all types of features needed for fulfilment of order, product placement and is key to
online sales. Every product has its own code and category. Its description is provided on
website. Customer is more interested in knowing the price and looks at the pictures of current
products. Hilton manages its delicacies and beverages looking at market trends and then decides
its prices. This stimulates online purchase by customers which is very useful for the growth and
development of Hilton. According to Feng and et.al., (2017), order management is very
important which requires details of delivery place, lists of products, payment information and
user information. It means on the basis of registration database there is proper crossing of
information, data in the basket which is ultimately verified. System also helps in managing
shipping charges and VAT. E-commerce module successfully organises VAT rates outside and
within EU.
To recommend ways through e-commerce activities increases to develop desired results in
business.
There are many E-commerce activities which can develop hospitality sector and helps in
the growth and development. As per the view of Anwar and runi Kusumawarni, (2018), it has
been pointed out that websites should remain updated. Customers must watch everything from
home page to product availability information to blog. They like to search for current prices and
market trends, changes can be smaller and simpler. Company can announce something new to
audience by rotating banner weekly or publishing a new blog. Particular tasks must be scheduled
for each day and working regularly on sites make authority aware about new things and
availability of customers.
Another way of ensuring business to run smoothly is by observing its performance. This
can be done by monitoring KPI (Key Performance indicators) on regular basis. It ensures
problems arriving with websites. Quicker consideration of problems leads to better solutions.
According to Bassily and et.al., (2016), customers give huge amount of time on social media
websites like Facebook, Twitter etc. thus, company should be active to know what their
5

competitors are promoting on these websites as these are cheap and faster mode of promotion of
brands. This creates impression of what is operated on daily basis and improves customer
engagement. Executives must answer the queries of customers properly so that they maintain
relationship with them and it helps in improving customer retention. This also helps customers
to prevent them from purchasing products which are out of stock.
Methodology
Research methodology important part to make successful results. In this consideration,
several tools and techniques are included in order to find desirable outcomes. Therefore, it covers
following aspects in research: Research approach: Research approach is most important part which assists in
formulation of plan and helps in execution of research on specific topic. Basically two
types of approaches such as inductive and deductive. In present report inductive approach
is selected which is used in a form of hypothesis and theories for e-commerce
implementation (Law, Buhalis and Cobanoglu, 2014). Research design: Another element of research methodology is design in which abstract
elaborated in order to define whole study. There are different kinds of research design
included such as descriptive, exploratory, experimental, etc. In the present research
descriptive research design has been used which assists to find in-depth information
About research topic (Bilgihan, Nusair and Cobanoglu, 2015). Research philosophy: Research philosophy consider ways in which investigator collect
data related to particular topic and investigate successful. There are two kinds of
philosophies such as interpretivism and positivism. From the both philosophies,
researcher has selected interpretivism research philosophy. Research strategy: Research strategy plays important role in whole investigation process.
This is because, it assists to conduct research analysis on the basis of qualitative or
quantitative research strategy (Wen, Tsai and Bai, 2016). In the present report, qualitative
research strategy has been selected that helps to find more creative work performance in
systematic manner. This kind of data has been collected on the basis of respondents
opinion, views, impression, etc.
 Methods for collecting data: There are several ways to collect data and conduct research.
In this regard, researcher must acquire information from primary and secondary data.
6

This is because, focusing on both methods helps to find relevant results at workplace
(Marcoz, Mauri and Cantù, 2016). There are different techniques to collect primary data.
In present research primary data has been gather from questionnaire and secondary
collected from books, journals, online articles, etc.
Timelines of research activities
In the research, there are several activities included with appropriate time that assists to
find relevant information. On the basis of above activities and time, researcher able to conduct
study (Rivera and Pizam, 2015). Following activities are being executed as per time ascertained
to develop effective outcomes:
Key Activities
Week
1
Week
2 & 3
Week
4
Week
5
Week
6
Week
7
Week
8 & 9
Week 10 Week 11
Introduction of
research
Review of
Literature
Collection of
Secondary
Information
Examination of the
Collected Data
Design of
Research
Research
Methodology
Acquiring Primary
Data
Analysing Primary
and Secondary
Data
7

Conclusion and
Recommendations
Completion of
Leftover Work
Revision and Draft
of research
Final Submission
PART 2
Executive summary
In the report, impact of e-commerce activities has been identified successfully to focus
and maintain more creative results. In this regard, researcher conduct study from 20 respondents
those are employees of Hilton hotel. Furthermore, there are different factors included that assists
to maintain creative work performances in the business with using Facebook, Twitter, etc.
Introduction
In order to generate systematic results, can be stated that e-commerce activities have
more significant advantages. This is because, it helps to reduce cost and attract maximum
number of customers as well. On the basis of factors such as Facebook, Instagram etc. it can be
depict that conversation and usability also increases successfully (Mwangi and Kagiri, 2016). It
helps to create new promotional activities to increases opportunities with relevant information.
Mobile is most important element that signify with e-commerce activities.
Methodology
Research methodology plays important role in execution of research in systematic
manner. It helps in drawing an effective outcome. In this consideration, there are different
elements of research that helps to gather more effective work performances (Bilgin, Kuzey and
Uyar, 2015). Following elements included in research to improve work: Research approach: Research approach consist in two kinds of methods such as
inductive and deductive. From the both, main difference is that deductive approach is
mainly focuses to generate and create new theory with accumulated data. Beside this,
8

inductive approach consist effective results to analysis qualitative data (Buhalis and
Amaranggana, 2015). In the present research, inductive approach has been used to gather
relevant information. Research design: Research design consider focuses on three aspects such as descriptive,
experimental and exploratory. In order to analysis impact of e-commerce to drive success
in business descriptive research design has been used. This is because, descriptive
research design helps to gain in-depth information for present topic (Jauhari and
Bharwani, 2017). Research philosophy: In respect to consider effective research, research philosophy also
play important role in it. In this regard, it is important to gain in-depth information and
knowledge from qualitative data. There are two types of research philosophies such as
interpretivism and positivism (Molina-Azorín, Tarí and Pertusa-Ortega, 2015). In the
present research, interpretivism research philosophy has been selected that help to gather
more effective results at workplace. Sampling: In the research, there are two kinds of sampling techniques such as
probabilistic and non-probabilistic. In the present research, probabilistic technique
selected in which simple random sampling has been selected because each individual get
equal chance in sample (Jung and Yoon, 2016). There are 20 employees of Hilton Hotel
has been selected to find relevant work performances in whole program. Data collection: With respect to consider data collection, it can be stated that in present
research two types of data required such as primary and secondary. Primary data
collected from questionnaire which design to conduct survey in present business
regarding e-commerce implementation. Furthermore, secondary data also collected from
previous research, books, journals, articles, etc. (Kong, Jiang and Zhou, 2018). Data analysis: Moreover, data analysis is important tool that helps to attain more
significant results in the research. With the help of thematic analysis, present research
consider important perspective in whole program. Furthermore, it also assists to gather
proper and effective information regarding present research (Kim, Park and Yun, 2017).
 Research strategy: There are to kinds of research strategies such as qualitative and
quantitative. In the present research, qualitative research strategy has been considered to
gather relevant information for business development (Eid and Abdelkader, 2017).
9

Results and findings
Questionnaire
Name:
Age:
Gender:
1. How long do you work with Hilton Hotel?
 1 to 3 years
 3 to 6 years
 6 to 9 years
 More than 9 years
2. How are you satisfy with working pattern of Hilton Hotel?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
3. Do you think that e-commerce is important tool to drive success in Hilton Hotel?
 Yes
 No
 cannot say
4. As per your point, e-commerce is helpful for business disclosure?
 Efficiency caters for customer demand
 Smooth runs operations to increase customers and create network
 Fastens process of Hilton hotel
 All the above
5. How to e-commerce helps to customer attraction in Hilton Hotel?
 Encourage with price transparency
 Broaden choice
 Easier and efficient way to consider products and services
 All the above
6. Do you think that e-commerce application need to be increase in hospitality industry?
10

 Yes
 No
 Cannot say
7. Do you agree with e-commerce as commercial mean for advantages over the traditional
commercial methods?
 Agree
 Disagree
 Cannot say
8. What are challenge generally face by Hilton Hotel with implementation of e-commerce in it?
 Slow penetration of internet
 Security concern
 Lack of trust
 Consumer awareness
9. Do you think government of country consider role to implement e-commerce in hospitality
industry?
 Yes
 No
 cannot say
10. As per your point, overall e-commerce is useful for future of Hilton Hotel.
 Very good
 Good
 Not so good
 Not any future for company
 Cannot say
11. Customers trust on the business with implementation of e-commerce activities?
 Yes
 No
 Cannot say
12. As per your opinion, which is the most important element of online trade of Hilton Hotel?
 Product presentation
 Price
11

 Quality
 Customer choice
 Payment facility
 Loyalty system
 All the above
13. As per your opinion, which is most effective method to launch new electronic product?
 Discount shop
 E-commerce website
 Combination of both elements
Theme 1 Maximum number of employees work from 6 to 9 years
1. How long do you work with Hilton Hotel? Respondents
1 to 3 years 2
3 to 6 years 2
6 to 9 years 15
More than 9 years 1
Theme 2 Maximum number of employees highly satisfied with working pattern of Hilton
hotel
2. How are you satisfy with working pattern
of Hilton Hotel?
Respondents
Highly satisfied 16
Satisfied 2
Neutral 1
Dissatisfied 1
Highly dissatisfied 0
12

Theme 3 E-commerce is important tool to drive success in Hilton Hotel
3. Do you think that e-commerce is
important tool to drive success in Hilton
Hotel?
Respondents
Yes 17
No 2
Cannot say 1
Theme 4 With e-commerce, all the above elements consider in chosen business
4. As per your point, e-commerce is helpful
for business disclosure?
Respondents
Efficiency caters for customer demand 1
Smooth runs operations to increase customers
and create network
1
Fastens process of Hilton hotel 2
All the above 16
Theme 5 All the above perspective consider with e-commerce
5. How to e-commerce helps to customer
attraction in Hilton Hotel?
Respondents
Encourage with price transparency 1
Broaden choice 2
Easier and efficient way to consider products
and services
2
13

All the above 15
Theme 6 E-commerce application need to be increase in hospitality industry
6. Do you think that e-commerce application
need to be increase in hospitality industry?
Respondents
Yes 14
No 3
Cannot say 3
Theme 7 Employees are agreed with e-commerce activities that create advantages for
traditional commercial methods
7. Do you agree with e-commerce as
commercial mean for advantages over the
traditional commercial methods?
Respondents
Agree 15
Disagree 3
Cannot say 2
Theme 8 Security concern is main challenge in front of Hilton hotel with implementation of
e-commerce
8. What are challenge generally face by
Hilton Hotel with implementation of e-
commerce in it?
Respondents
Slow penetration of internet 1
Security concern 17
14

Lack of trust 1
Consumer awareness 1
Theme 9 Government of the country play important role with implementation of e-
commerce in hospitality industry
9. Do you think government of country
consider role to implement e-commerce in
hospitality industry?
Respondents
Yes 16
No 2
Cannot say 2
Theme 10 Overall e-commerce is useful perspective for future of Hilton hotel
10. As per your point, overall e-commerce is
useful for future of Hilton Hotel.
Respondents
Very good 15
Good 1
Not so good 1
Not any future for company 2
Cannot say 1
Theme 11 Customers fully trust on business with implementation of e-commerce activities
11. Customers trust on the business with
implementation of e-commerce activities?
Respondents
15

Yes 18
No 1
Cannot say 1
Theme 12 All the above elements most important perspective with online trading of Hilton
hotel
12. As per your opinion, which is the most
important element of online trade of Hilton
Hotel?
Respondents
Product presentation 0
Price 1
Quality 1
Customer choice 1
Payment facility 1
Loyalty system 1
All the above 15
Theme 13 E-commerce websites is most effective method to launch new electronic product
13. As per your opinion, which is most
effective method to launch new electronic
product?
Respondents
Discount shop 2
E-commerce website 16
Combination of both elements 2
16

Discussion
Theme 1 Maximum number of employees work from 6 to 9 years
Interpretation: From the above graph, it can be interpreted that out 20 employees majority of
them are working from 6 to 9 years and are experienced people while others are newly appointed
but have much knowledge of E-commerce. Only single person is working above 9 years and is
familiar with the environment of Hilton hotel. Employees who are working between 3 to 6 years
are equal to newly appointed ones and have same kind of mentality regarding internet usage.
They remain aware of all updates and applications of electronic devices.
Theme 2 Maximum number of employees highly satisfied with working pattern of Hilton
hotel
17
22
15
1
1 to 3 years
3 to 6 years
6 to 9 years
More than 9 years
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
0 2 4 6 8 10 12 14 16
16
2
1
1
0
Respondents

Interpretation: It can be interpreted that out of 20 employees maximum people are satisfied and
are in favour of working pattern of Hilton. They have no complains regarding the working style
of it. While 2 of it are just in favour and one is neutral with the working environment of business.
One person is dissatisfied with the patterns, activities conducted by it. He thinks Hilton should
change his working style and must organise some sessions for his employees. Employees should
be regularly trained regarding internet applications and best customer service should be provided
to them. No employee is completely or highly dissatisfied regarding the pattern of Hilton.
Theme 3 E-commerce is important tool to drive success in Hilton Hotel
Interpretation: Majority of employees think that E-commerce is an important key for success.
17 people have suggested that it helps in direct connection with customers, provides online
booking, payments, maintains database and mainly it provides online marketing through social
websites like Facebook and Twitter while 2 are old employees and do not think internet to be a
powerful source for success of any hospitality sector. According to them, face-to face
communication is more useful in generating revenue and helps in building customer relationship
which in turn positively affects growth and prosperity of Hilton. On the other hand, only one
person has no views regarding the impact of E-commerce on Hilton Hotel.
Theme 4 With e-commerce, all the above elements consider in chosen business
18
17
2
1
Yes
No
Cannot say

Interpretation: According to above table, it can be interpreted that out of 20 respondents
majority of the people thinks that E-commerce helps in almost types of functioning of Hilton. It
creates customer network because there is direct linkage with customers through social media
sites and helps in smooth running of all kind of operations. It effectively fulfils customer
demands and fasten up the activities and procedures of Hilton. 2 people thinks that it fastens up
processes like booking, billing and payments are done easily and effectively. There are some
barriers but they can be overcome d if the staff is trained and qualified and work in regularly
monitored.
Theme 5 All the above perspective consider with e-commerce
19
1
1
2
16
Efficiency caters for
customer demand
Smooth runs operations to
increase customers and
create network
Fastens process of Hilton
hotel
All the above

Interpretation: It can be interpreted from the above table that out of 20 employees, majority of
them believes that E-commerce helps in building good relationship with customers. They are
encouraged more towards company's new products and beverages and are completely aware of
running prices. 2 employees believe that customers have more choice regarding products, hotels
and 2 believes that it is an efficient and easier mode by which products and services can be
admired. Thus, E-commerce is a platform through which customers can oversee various options,
compare prices, can do online booking, payments and there are few chances of cheating from
company's side towards customers regarding prices, payment and quality.
Theme 6 E-commerce application need to be increase in hospitality industry
20
1
2
2
15
Encourage with price
transparency
Broaden choice
Easier and efficient way to
consider products and
services
All the above

Interpretation: With this consideration, it can be stated that there are 14 respondents said that e-
commerce application help to perform innovative results in hospitality industry. In this regard, 3
employees of Hilton hotel said that it is more effective consideration that develop more
significant results in company, remaining 3 candidates depicted that it cannot be said that it is
useful or not for the chosen business. As per secondary data, it can be stated that there are several
factors exist of e-commerce that assists to develop significant advantages at workplace such as
Facebook, Instagram, twitter, etc.
Theme 7 Employees are agreed with e-commerce activities that create advantages for
traditional commercial methods
21
14
3
3
Yes
No
Cannot say

Interpretation: In order to carry the above graph, it can be interpreted that there are 15
respondents said that they are agreed with implementation of e-commerce activities in Hilton
hotel which develop competitive advantages. With the help of 3 people views, it can be said that
they are disagreed with the e-commerce implementation at workplace. Remaining 2 people
interpreted that it cannot be interpreted that e-commerce activities create advantages or not for
the chosen business.
Theme 8 Security concern is main challenge in front of Hilton hotel with implementation of
e-commerce
Interpretation: From the above graph, it can be said that there are 17 respondents consider
security concern with implementation of e-commerce activities. It is most powerful challenge
22
15
3
2
Agree
Disagree
Cannot say
1
17
11 Slow penetration of
internet
Security concern
Lack of trust
Consumer
awareness

that face by business in customer attraction. As per 1 person view, it can be stated that internet
network working very slow so that generally they face problem to implement desire results in the
company. As per another employee view, it can be depicted that lack of trust is major
consideration which need to be implement to focus on more business development. Remaining 1
person said that consumer awareness is major challenge with implementation of e-commerce in
the company. In the secondary data, it has been seen that security concern is important element
which need to be focused by researcher. As results, it will help to promote more desired work
performances.
Theme 9 Governments of the country play important role with implementation of e-
commerce in hospitality industry
Interpretation: In order to focus on the present graph, it can be interpreted that there are 16
respondents stated that government of UK country play major role to implement e-commerce in
hospitality industry. As per 2 respondents views, it can be interpreted that government not play
major role in hospitality industry. Remaining 2 respondents said that it cannot be interpreted that
e-commerce is important or not for the chosen business. In previous research, it has been
understood that government consider important role in the hospitality industry. This is because,
for more employees that take responsibilities to satisfy them who cam from different nation.
Theme 10 Overall e-commerce is useful perspective for future of Hilton hotel
23
Yes
No
Cannot say
0 2 4 6 8 10 12 14 16
16
2
2
Respondents

Interpretation: In the above graph, it can be said that 15 respondents said that e-commerce
activities assists to develop significant advantages in Hilton hotel. Furthermore, there are 2
respondents said that e-commerce is not effective element for future of the company. As results,
it helps to attain more significant advantages in creative manner. There is one candidate that said
e-commerce is good for the development future of chosen business. It makes systematic work
performances to attain desire results. As per remaining one person view, it can be interpreted that
it cannot be said that e-commerce is useful for Hilton hotel future or not.
Theme 11 Customers fully trust on business with implementation of e-commerce activities
24
15
1
1
2
1
Very good
Good
Not so good
Not any future for
company
Cannot say
Yes
No
Cannot say
0% 20% 40% 60% 80% 100%
18
1
1
Respondents

Interpretation: In the present graph, it can be interpreted that there are 18 respondents that said
that customers are fully trust on e-commerce activities implementation in chosen business. It
assists to attain more significant results with business development. There is one person that said
that customers are not properly trust on e-commerce activities of the company. Remaining one
person said that it cannot said that e-commerce activities should be implemented or not in
business.
Theme 12 All the above elements most important perspective with online trading of Hilton
hotel
Interpretation: In the present graph, it can be interpreted that there are 15 respondents said that
all elements important to consider online trade in Hilton hotel. With the help of the innovative
functions and operations, product presentation, price, quality, customer choice, payment facility,
etc. activities must be develop successfully to attain more creative results. As per 1 person view,
it can be said that price consideration is important element for online trade system of Hilton
hotel. There is another one person said that payment facility of the company require with online
trade so that it would be beneficial to make desired work performances at workplace.
Theme 13 E-commerce websites is most effective method to launch new electronic product
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1
1
1
1
1
15
Product presentation
Price
Quality
Customer choice
Payment facility
Loyalty system
All the above

Interpretation: In the above graph, it can be said that there are 16 respondents said that e-
commerce website is most powerful element that assists to Hilton hotel. This is because, it
increases profitability and effectiveness to attract maximum number of customers. With this
regard, innovations and new form of activities must be develop to focus and maintain creativity.
As per 2 respondents views, it can be stated that discount shop must be included in the business
so that company can look further for more revenue and profitability. Remaining 2 respondents
said that combinations of both elements assists to make creativity at workplace.
Conclusion
From the above report, it can be concluded that e-commerce activities continuously
develop functions and operations to make innovative functions. In this regard, Hilton hotel able
to gain more success and revenue to deal with different activities and tasks. On the basis of
research methodology, it can be interpreted that descriptive research design help to attain more
significant results in the business. Furthermore, e-commerce activities also helps to build
customer trust towards successful results at workplace. Hence, it would be beneficial to maintain
growth of the business in international areas and attain profitability. Moreover, maximum
number of employees highly satisfied with e-commerce implementation so that it would be
beneficial to create more business results. However, training must be provide to all employees to
deal with global environment activities.
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2
16
2
Discount shop
E-commerce website
Combination of both
elements

On the basis of secondary data, it can be stated that social media activities continuously
develop in business environment to work in desired manner. Facebook, Twitter, Instagram, etc.
activities helps to promote more desired work performances at workplace of the chosen business.
Recommendations
From the above research it can be recommended that employees need more training
regarding E-commerce websites. They need perfection while interacting with the customers.
Employees should easily search information and hotel websites can convert must make web
designs intuitive and simple. Hilton should develop a sense of urgency which help customers
knowing how popular this hotel is and its high demand will be a social proof. Hilton employees
should increase visibility of 24-hour information and must keep information up-to-date
worldwide. There should be proper accessibility of bookings and payments by the customers else
they would opt for other hotels. With the help of internet Hilton should focus on email marketing
and gain information regarding customer's choice. Social media is big for online marketing of
companies. They can easily promote their brands and know the activities of competitors.
Customers have option to compare prices of products, they can do booking of hotels before
visiting and obtain information regarding services provided in the Hilton hotel, its location,
virtual room tours.
Hilton should develop better communication with suppliers and customers and must
develop some ability to bypass intermediaries. It should have required budget so that
technological requirements can be easily accomplished. Hilton lacks in web maintenance and
downloading timing of information is low. It also has somewhat poor website designing. Thus, it
should focus on its site maintenance so that more customer get engaged on its website. It should
have a dream of single image room reservation inventory in under and over booking is avoided
and all unnecessary intermediary reservations steps are terminated. Hilton should lookout for E-
procurement where there is integrated catalogue ordering system connected to various suppliers
to hotels and resorts. Back office managers should manage their work properly through business
application management and IT infrastructure.
Hilton must focus on its disparate systems such as revenue management, financial
management, payroll, reservation system. Every application stores and produces needful data
which is transformed into information which is accurate, consistent and this should be managed
effectively so that it can manage position and increase revenue and minimize expenses to
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increase profits. Right data should be accessed in order to manage operation of Hilton because
various chain system is being used for reporting and management purposes. Main challenge of
every company is to determine who are main customers of the hotel and how to retain them and
tailor best services for them. E-Commerce has offered worldwide access to national international
markets to increase sales with low cost and effective and cheaper advertising of brands and
products. Hospitality sector directly connects to customers which saves time and money. Hilton
could take advantage of internet by developing rapid recognition of new customers through
personalization of services and products. Therefore, as compared to traditional sources E-
commerce has provided various opportunities and possibilities to explore new market and Hilton
can take possible use of it by making its regular presence on website and hiring qualified
employees.
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