A case study on Holiday Inn hotel

RESEARCH PROJECT

Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Develop research aim and objective.....................................................................................3
1.2 Factors that contribute to the process of research project.....................................................4
1.4 Research Project specifications.............................................................................................4
1.5 Plan and procedure for research specification......................................................................5
Chapter 2: Literature review............................................................................................................5
1.3 Critical review of key references..........................................................................................5
Chapter 3: Research Methodology...................................................................................................6
2.1 Match resource efficiently.....................................................................................................6
2.2 Undertake the research..........................................................................................................7
Chapter 4 : Data analysis and interpretation....................................................................................7
2.3 Record and collect relevant data...........................................................................................7
3.1 Research evaluation technique..............................................................................................9
3.2 Interpretation and analysis....................................................................................................9
Chapter 5: Conclusion and recommendation.................................................................................15
3.3 Recommendation and justify further area...........................................................................15
4.1 Appropriate media to present outcome...............................................................................16
REFERENCES..............................................................................................................................17

In the present era, every business organisation requires such distinctive products and services
which differentiate from its rivals. For meeting this purpose, company produces such
commodities and services that can create an impressive brand image in the market. Organisation
must develop such brand image in the market through which it can earn maximum profitability
and market share. An effective brand loyalty helps organisation in attracting a large number of
customers and increasing profitability. In simple words, it can be said that brand loyalty is the
positive feeling towards a brand and dedication to purchase same product and service again and
again. It is a kind of consumer behaviour pattern where customers become committed towards
particular brand and make repeat purchase repeatatively. In the hospitality sector, it is very
important for organisation to develop an effective brand loyalty so that it can sustain within
competitive business environment for a long time. Present report provides a detailed knowledge
and understanding about the strategies to develop brand loyalty and its significance within
hospitality sector. To address this objective, researcher has used qualitative research technique
along with the thematic analysis. Researcher has focused on several themes in the literature
review and collected information from several authors.
1.1 Developing research aim and objectives
Research Aim
To identify the strategies to improve brand loyalty within hospitality industry: A case study on
Holiday Inn hotel
Research Objectives
 To understand the concept of brand loyalty
 To assess the significance of brand loyalty in Holiday Inn hotel To identify strategies to improve brand loyalty within the hospitality sector
Research Questions
 What is the meaning of brand loyalty?
 What is the importance of brand loyalty within Holiday Inn hotel?
 What are different strategies to improve brand loyalty within hospitality sector?

1.2 Factors that contribute to the process of research project
In the hospitality sector, there is huge competition among organisations as everyone
delivers high quality of accommodation services to customers. Due to tough competition among
corporations, it is quite complex to develop an impressive and high brand loyalty. In order to
identify several criteria and strategies, to make effective brand loyalty within the hospitality
organisation, researcher has selected this research subject. Another reason is huge interest and
curiosity of scholar in the same subject.
1.4 Research project specifications
Research methodology is a significant portion within investigation by which scholar
focuses on actual outcomes of investigation. It consists of various techniques such as approach,
philosophy, research strategy, data collection, analysis, sampling, etc. Researcher has focused on
following techniques in the current investigation- Research strategy- Research technique consists of two method, that is, qualitative and
quantitative. For identifying the strategies to develop brand loyalty within hospitality
sector, scholar has applied qualitative research technique. Approach- Research approach allows individuals to carry out the investigation in an
effective and appropriate manner. Inductive and deductive are major two approaches in
this aspect. Researcher has applied deductive approach for identifying the brand loyalty
strategies within hospitality sector. Research philosophy- Philosophy assists individuals in understanding the issue of
research. Positivism and interpritivism are two kinds of philosophies in the research
methodology. Scholar has applied positivism philosophy in the current investigation for
addressing its objective.
 Data collection- This is one of the most crucial parts within research methodology that
assists scholar in gathering information about subject. Primary and secondary are two
major parts of data collection. Researcher has gathered information about strategies of
brand loyalty with the help of primary source under which survey has been conducted.
1.5 Plan and procedure for research specification
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Design aim and objective of research