Customer Perception of Hotel Leela

This assignment focuses on analyzing customer perceptions of The Leela hotel. It involves examining customer responses to questions about the hotel's brand slogan ('Live the Leela'), its impact on customers, and the influence of social media comments on customer impressions. The data is presented in tables showing frequency, percentages, and cumulative percentages of customer responses across various questions.

The new era of digital marketing and its impact to hotel
industry. Case study: Leela Palaces, Hotels and Resorts.
Proposal

ABSTRACT
Digital marketing is widely used by the business firms in order to advertise their products
and services. For comprehending significance of digital marketing in context of companies,
dissertation on digital marketing is done. In respect to this, the research is carried out on hotel
Leela which is well known hotel. In order to prepare dissertation on digital marketing large
amount of secondary data is reviewed. In respect to this information was taken from books,
journals and magazines. After that, sample of 20 people is taken in the research. This sample of
20 respondents was taken from the hotel Leela workforce. In order to conduct primary research
questionnaire is distributed among the respondents. While preparing a questionnaire each and
every aspect of digital-marketing is covered. By distributing questionnaire data is collected and
same is analyzed by applying statistical tools. In research, it has been seen that digital marketing
is widely used by the firms and play active role in their success. It is also identified that firm
needs to focus on all components of digital marketing in order to marketing efforts successful.
Hence, firms must craft their digital-marketing strategy in proper manner.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Overview..........................................................................................................................4
1.3 Rationale of research .......................................................................................................6
1.4 Significance of research ..................................................................................................7
CHAPTER -3...................................................................................................................................8
RESEARCH METHODOLOGY.....................................................................................................8
3.1 Research introduction and overview................................................................................8
3.2 Research type....................................................................................................................8
3.3 Research design ...............................................................................................................9
3.4 Research approach............................................................................................................9
3.5 Research philosophy ......................................................................................................10
3.6 Data collection methods.................................................................................................11
3.7 Data analysis...................................................................................................................11
3.8 Validity and reliability....................................................................................................11
3.9 Ethical consideration......................................................................................................12
3.10 Limitation of study.......................................................................................................12
CHAPTER 5..................................................................................................................................25
DISCUSSION................................................................................................................................25
CHAPTER 6..................................................................................................................................31
CONCLUSION AND RECOMMENDATION.............................................................................31
Questionnaire........................................................................................................................33
REFERENCES..............................................................................................................................35
APPENDIX....................................................................................................................................37
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CHAPTER 1: INTRODUCTION
1.1 Overview
Background of research
Digital marketing refers to the marketing of goods and services by making use of digital
channels of communication like social media etc. With passage of time firms are shifting
attention from traditional media to digital media. In the research an attempt is made to
understand digital marketing and its impact on the hotel industry. For this purpose Hotel Leela is
taken in the research. In respect to this an attempt is made to understand the level of digital
marketing currently done by the mentioned hotel. In respect to this, information about the use of
social media by the Hotel Leela is collected. On that basis positive and negative impact of digital
marketing towards hotel Leela is identified. There are numerous positive impacts of the use of
digital marketing to the firms. By making use of social media companies can reach to large
number of people with single effort. Moreover, by making use of social media they can craft
their own marketing strategy. In this regard companies using social media take a service of
analytic companies. By using that service companies comes to know about the points on which
their product is often discussed among the people. In the research social media is analyzed
deeply as a part of digital marketing and apart from this SEO, and websites are also discussed to
some extent. But sometimes it has been observed that people often talk on irrelevant issues
related to the product. Hence, firms need to differentiate information's on the basis of relevancy
and irrelevancy of information. If collected information will be irrelevant and marketing strategy
will be formed on the basis of that information then it will not work out. Hence, it is necessary
for hotels to use social media in prudent manner.
Background of Hotel Leela
Hotel Leela is one of the well known hotels of India. It brings changes in its
advertisement campaign and in this regard it shift from traditional marketing techniques to
digital marketing. In this regard, it lay down special emphasis on the use of social networking
sites. In order to give boost to the social media campaign Hotel Leela develop its own website. In
digital marketing there is a term which is commonly known as search engine optimization. This
is an important component of the digital marketing under which relevant key words are
mentioned on the company web page. When anyone type anything on the Google search then the

degree to which there are relevant words in the web page company website will be shown in the
top of the search page. Hotel Leela top management gives a due importance to this factor and it
put relevant keywords on its website. Due to this reason, its marketing campaign got a huge
success in the market. In its website there is a communication management system that help
hotel in preparing customer profile which can be used at later stage for effective marketing of the
hotel products. In order to sharpen digital marketing campaign hotel re-deigned its HTML web
site and it has impressive UX along with booking integration facility. This website also has a
user friendly navigation that makes it easy for the customer to visit hotel web site. This website
also has a good database management system which is used for effective targeting of audience.
To same traffic monitoring and interactive features as well as modules are added. This is
providing lots of support to the Hotel Leela in its digital marketing campaign. Apart from this,
Hotel Leela also launches an interactive community portal which is also named as 'Live the
Leela'. It is platform where prospective guest comes to know about the appearance of the hotel
and services it provide to its guests. Through this hotel communicate its services to the guests.
Hence, it can be said that hotel Leela do lots of things in order to make its digital marketing
campaign better. It can be said that level of digital marketing is very high in case of hotel Leela.
There are lots of positive impacts of digital marketing campaign on the Hotel Leela. After
starting digital marketing campaign a large big positive change is observed in case of hotel
Leela. Due to use of search engine optimization in proper manner Hotel Leela get a number one
position at the search engine web page. After using digital marketing revenue from online
reservation is increased by 300%. In later year this sort of revenue increased by 100%. Booking
from website also increases by 35% and this reflects that share of websites in the firm revenue
get increased by good percentage. In future it becomes main segment of revenue for the Hotel
Leela. Users experience at the hotel website also gets improved because there are good user
interface in the website and user can find any information easily on the website. Good response
is observed from the people side on the live in Leela facility that is available on the firm website.
Through this facility people comes to know about the amenities that are provided by the hotel in
the room. This helps hotel Leela in converting prospective customer in to real customer. The
other point where hotel Leela gets advantage of live the Leela is that customer traffic on its
website increased by 300%. This 300% increase in customer traffic lead to same percentage
increase in the firm revenue.
5

Aim:
The aim of this research is to evaluate the level of digital marketing taking place in hotel industry
currently and its drive for successful communication with its customers.
Objective:
To evaluate the level of digital marketing currently taking place in hotel
To measure the positive and negative impact of the digital marketing towards Leela group hotel
and resorts
To analyze the impact that digital marketing is having on the hotels customer.
To recommend best practices used in other hotels to the Leela group hotel and resorts.
Research questions
What is the level up to which Hotel Leela is using digital marketing for advertisement of its
products?
What is the positive and negative impact of social media on hotel Leela?
To what extent digital marketing is affecting hotel customers?
1.3 Rationale of research
Today digital marketing is an important issue for the firms that want to shift from the
traditional marketing strategies to modern marketing strategies. There are lots of pros and cons
of the digital marketing and due to this reason it becomes necessary to make prudent use of all
components of the digital marketing. The main problem that companies face with the use of
social media is that they used to advertise same advertising message on all Medias whether it is
television and social media etc. Due to this reason people visiting companies’ pages on social
media do not get something different and there become no meaning of the digital marketing
campaign. Hence, it becomes necessary to bring changes in the advertisement campaign as much
as possible. The other main problem with use of digital marketing is that firms often assumes
that there are large number of people as their followers and these all are firm customers. This
assumption is wrong because it is not necessary that person who is follower of the firm always
purchase products. Many companies use this factor as a parameter to measure success of their
digital marketing campaign. But it is wrong approach and instead of this firm can use lead and
other things as a parameter to measure company success in its digital marketing campaign. Due
to this reason digital marketing is taken as an important issue in the research.

1.4 Significance of research
The main significance of the research is that from the results of the research firms will
comes to know about the extent to which digital marketing and its components positively or
negatively affects the business. They will also come to know about the issues that firms normally
faced in the use of social media and its impact of the firm marketing of products. The results of
the research will also help other researchers in conducting their researches in proper manner. The
results of the research will also help companies in making prudent use of social media and other
components of the digital marketing.
Structure of report Introduction- This research is carried out on digital marketing and in this section of the
report components of the digital marketing like social media and SEO are discussed in
detail. In this part digital marketing practices of the hotel Leela is also discussed in detail. Literature review- Literature review on digital marketing is done in order to understand
past scenario. On that basis evaluation of literature this research is carried out by the
researcher. Research methodology- In this part of report, techniques for data analysis is identified.
This section provides guidance regarding execution of the research project. Data analysis- In this section of the report, data collected in primary research is analyzed
by using various tools and techniques. Discussion- In this section of the report analyzed data is discussed in detail in order to get
an overview of the research results. Conclusion and Recommendations- This is last part of research and in this on the basis
of discussion conclusion is drawn. On the basis of conclusion finally recommendation is
given in the report.
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CHAPTER -3
RESEARCH METHODOLOGY
3.1 Research introduction and overview
The research is carried out on the digital marketing and its impact on the hotel industry.
In order to understand digital marketing in proper manner components of digital marketing are
analyzed which include social media and search engine optimization etc. Every attempt is made
to perform research in proper manner. For conducting a research large amount of data is
collected by the researcher. In this regard primary and secondary data is collected by the
researcher. Primary data refers to the data that is collected for the first time. Whereas secondary
data refers to the data that is already prepared by someone and get published on any newspaper
and magazine etc (Kumar and Phrommathed, 2005). Both sources of information are necessary
for collection of primary and secondary data. Hence, equal emphasis is given on all these sources
of information. Literature review in the report is done on the basis secondary data. In order to
conduct research in proper manner appropriate research design is selected for the research.
Research design help in determining techniques that a researcher must used in order to conduct a
research. In order to conduct a primary research questionnaire is distributed among the
respondents or sample units.
3.2 Research type
In order to conduct a research large amount of data is required. Research is an extensive
field and substantial amount of information is required to conduct a research. In order to conduct
research two type of research is done one is primary research and secondary research. For
conducting a primary research primary data is collected (Neuman, 2005). On other hand, for
conducting a secondary research secondary data is collected by the researcher. Primary data
refers to the data that is collected by the researcher and never published on any books, journal
and magazine etc. on the other hand, there is a secondary data that refers to the facts and figures
that are already collected by someone and get published on books and magazines. There is a
great importance of both primary and secondary data. This is because researcher conducts a
research on current scenario (Odom, 2005). Both past and present are correlated to each other.
Hence, it is necessary to understand past. For this it is necessary to conduct a secondary data. In
secondary data information about past is collected and a broad understanding about past get

developed in the researcher. By analyzing past information and current scenario researcher
determine the direction in which they need to carry out research. The second importance of
secondary research is that on the basis of past information and direction in which researcher
wants to carry out research questionnaire can be draft easily. On the other hand, primary research
is done in proper manner by analyzing current figures. Hence, it can be said that in this way
research is done in proper manner.
3.3 Research design
For commencing a research a starting point is needed from which research will be started
by the researcher required (Marczyk, DeMatteo. and Festinger, 2005). Some times researcher
selects a research topic on which he has limited knowledge and information. Whereas, some
timed they select a research topic on which they have vast knowledge. In such a situation it is
necessary to use an appropriate tool for gathering information. Selection of right tool help in
collecting data is short time period and in accurate manner. Hence, it is necessary to conduct
research in proper manner. Research design refers to the way in which information can be
gathered for the research. There are three types of research designs namely exploratory,
descriptive and casual research design. Exploratory research design refers to the research design
that is used when researcher does not have any information or knowledge of research topics.
Whereas, descriptive research design refers to the research design that is used by the researcher
when he already have an information on the research topic but he wants to know more on the
research topic (Whitten, 2007). There are different techniques that are employed in the
descriptive and exploratory research design. In this research literature review is already done and
due to this reason broad understanding about the research topic is conducted. Hence, descriptive
research design is used for the research.
3.4 Research approach
An approach refers to the way in which anything is done or specific thing is performed.
Hence, it is necessary to conduct research in proper manner. Due to use of inappropriate
approach research can be carried out on wrong manner and it become impossible to achieve an
organization objective (Peffers and et.al, 2007). Research approach reflects the way in which
current research will be performed. In the research, there are two approaches namely deductive
and inductive. Deductive approach is an approach. Inductive approach indicates research that is
conducting in ascending order. In respect to this at initial stage first of all observation is done. By
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doing so, primary data is collected by the researcher. After doing a research hypothesis is created
in order to create a new theory. Way of research can be changed as per research requirements.
Means that on all researches single research method cannot be used by the researchers
(Clandinin, 2006). On the basis of research, data collected will be qualitative or quantitative in
nature. After collection of data, facts are analyzed and pattern is identified. This means that the
direction in which variable going is analyzed. On identification of trend hypothesis is prepared
and same is tested by applying research techniques. In testing of hypothesis it is identified that
hypothesis is correct or not in actual world. If hypothesis is correct then on that basis theory is
prepared in inductive approach. On the other hand there is a deductive approach and under this
approach process is inverse. In the deductive approach there is a theory that is related to the
research topic is identified and is validity is tested by formulating a hypothesis (Mackey and
Gass, 2015). Hence, practical application of theory is tested in the deductive approach.
Thereafter, data is collected and same is analyzed by applying various statistical tools. By
applying tools and techniques hypothesis is confirmed by the researcher. In order to conduct a
research in proper manner researcher needs to choose an appropriate research approach for
performing a research. In the research deductive approach will be applied because here practical
impact of digital marketing on the firm is analyzed by the researcher.
3.5 Research philosophy
The research philosophy gives guidance to the researcher regarding collection of the
specific data for conducting a research. There are two types of philosophy namely interpretative
or positivism philosophy. Selection of the specific research philosophy depends on the type of
data that need to be collected for conducting research in proper manner (Taylor, Bogdan and
DeVault, 2015). It is necessary for one to choose correct research philosophy in order to select
proper method for data collection. Positivism philosophy is used when researcher collect
scientific data for conducting a research. In other words, it can be said that this philosophy is
used when scientific project is carried out by the researcher. In such kind of researches facts and
figures are calculated by using many types of techniques. Interpretative philosophy is a
philosophy in which data is collected from easily accessed sources of information like
newspapers, books and journals etc. This philosophy is use d in the research when on normal
topic information is collected. In other words, it can be said that this philosophy is used in the

research that are non technical in nature. In the present study positivism philosophy is used
because research statistical tools are used for data analysis which is scientific in nature.
3.6 Data collection methods
There are many sources of data collection. These sources are classified in to primary and
secondary sources of information. In the primary sources of information observation technique is
used for data collection. Under this technique there is an individual who is known as observer.
That person observes real life situations and observes as well as evaluates sample units behavior.
On the basis of observation he collects a data and analyzes same in order to arrive at the
particular result. Apart from observation, distribution of questionnaire is another method that is
used for data collection (Brink, Van der Walt and Van Rensburg, 2006). In this there is a form in
which questions are mentioned. These questionnaires are distributed among the sample units.
Data is collected from the respondents and coding of same is done. In this way data is collected
in proper manner. In case of secondary source of information there are many sources from which
data is collected. These sources are books, journals, magazines and websites. In today era lots of
literature are available on internet on a specific topic. On these literature's facts and figures as
well as information related to the specific topic are available on internet. By using same
secondary research is conducted in proper manner. Hence, researcher can use all relevant data
collection methods in the research.
3.7 Data analysis
Data analysis is an important section of the research because in this part data is analyzed.
For analysis of data statistical tools are applied in the research. By applying statistical tools
researcher will be able to conduct research in proper manner (Gomm, 2008). Collected data will
be analyzed properly and proper results will be come from the research. The main benefit of
using statistical tools will be that collected data will be analyzed from various angels. As a result,
data will be analyzed in a legitimate manner.
3.8 Validity and reliability
For conducting a research in proper manner one needs to consider lots of factors. In order
to do a research in proper manner it is necessary to consider these factors in proper manner. If
these factors will be considered then research will produce reliable results. Validity and
reliability of the collected data are an important aspect of a research. Researchers need to make
11

sure that data collected by them is valid and reliable in nature. They can do same by collecting
data from reliable sources. Validity state that collected information must be authentic in nature.
In order to collect reliable data researcher can gather data from multiple sources. If same data is
collected from all sources then it will be reliable in nature. Some times on specific variable
different facts and information are available on sources of information. As a result, it becomes
difficult to select fact from any source of information (Gastand Ledford, 2009). If wrong
information is taken for the research then wrong results will come in existence. Hence, it is
necessary to select information that is found same on all sources of information. In order to get
reliable results researcher needs to make sure that collected data collected is reliable and
authentic in nature.
3.9 Ethical consideration
On research business ethics are applied because on the basis of the results of these
researches many decisions are taken by the people. While conducting a research one must
comply with all ethical issues. Researcher needs to make sure that data is collected from the
reliable sources and it is authentic in nature. If same will not be done then research will produce
false results. Hence, those who will take decisions on the basis of research results will take
wrong actions (Cooper, Hedges and Valentine, 2009. Thus, it is ethical responsibility of the
researcher to make sure that data collected is hundred percent authentic in nature. It is also
ethical responsibility of the researcher to make sure that data related to the respondents is safe
and not accessible to unknown people. In respect to this researcher must adopt some safety
measures that will ensure that no one other then researcher is able to get access to the secret data.
3.10 Limitation of study
Like every research this study also has some limitations and one of these is sample size.
In this study, a sample of twenty respondents is taken. Due to this there is a high probability of
collection of inaccurate data. If response from 100 people is taken and same from 20 people is
taken. Then there will be large difference in people response. Hence, there is a high possibility of
collection of inaccurate data. In order to remove this limitation of research reliable sample units
are taken for the research (Ketchen and Bergh, 2006). This ensures that data collected from the
respondents is highly reliable in nature. Use of limited resources is second main limitation of the
research. In research due to lack of money small sample units are taken. This also affects other
aspects of the research. Hence, it can be said that limited availability of resources is one of the

main limitation of research. Many times in research, unnecessary information is collected. Many
times it is very difficult to sort relevant information from large amount of irrelevant information.
It is possible in research that some of the irrelevant information is used for conducting a
research. However, in research every attempt is made to conduct research in proper manner and
it will produce reliable results.
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CHAPTER 4
RESULTS AND ANALYSIS
Data Analysis:
In which age group
do you fall
How many years
of experience you
have in the hotel
industry
How many years
of experience you
have in the hotel
Leela
What is your
designation in the
company?
Is Leela hotel is using
digital marketing for
advertising its product
N Valid 20 20 20 20 20
Missing 8 8 8 8 8
Mean 1.90 2.15 2.40 2.00 1.20
Median 2.00 2.00 2.00 2.00 1.00
Mode 2 3 2 2 1
Do you think that Hotel
Leela is actively using
social media for
advertising itself
Do you think that Hotel
Leela is responding to
people queries quickly
Leela hotel is using
analytic social media
services at large scale
Hotel Leela is laying
down special emphasis
on search engine
optimization (SEO)
Do you think that hotel
Leela is using SEO in
effective manner
20 20 20 20 19
8 8 8 8 9
2.75 1.15 2.50 2.65 1.26
2.00 1.00 2.00 2.00 1.00
2 1 2 2 1
Social media helps
hotel Leela in
increasing its customer
base
Use of social media by
the competitors is
acting as threat for the
hotel Leela
Do you think that slow
response to people
queries by hotel Leela
is tarnishing its image
among people
Do you think SEO
helps hotel Leela in
increasing its revenue
SEO is giving an added
advantage to the
competitors above hotel
Leela
20 20 20 20 20
8 8 8 8 8
2.75 2.95 1.50 1.20 1.55
2.50 3.00 1.50 1.00 2.00
2 3 1a 1 2

Images uploaded on the Social
media is putting positive
impact on the hotel customers
Do you think that 'Live the
Leela' is putting positive
impact on the hotel customers
People comments on the
Facebook page put a positive
impression on the hotel
customers
Do you think that social
media helps hotel Leela in
persuading its customers
20 20 20 20
8 8 8 8
2.60 1.30 3.25 1.30
2.00 1.00 3.00 1.00
2 1 2a 1
Frequency
A1
Findings
In research sample of 20 people is taken and most of the respondent fall in the age group
of 36-50 years with 40% of total sample. Apart from this people of 20-35 age groups have 35%
proportion in sample. Remaining respondents fall in above 50 years age category. Hence, in the
research all age group people are taken.
A2
Findings
Most of the respondents have long experience in the hotel industry. This can be seen in
the table where most of the respondents have 6-12 years of experience in the relevant
industry. People that have 2-6 year experience accounts for 17.9% of entire population.
Along with this those who fall in below two year experience account for 30% of total
sample size. Thus, it can be said that about fifty percent of sample units have a good
experience in the hotel industry.
A3
Findings
People with all category of the experience are taken in the research in equal manner. All
categories given above have a proportion of 20-30% in the sample. Hence, it can be said that
appropriate sample units are taken for the research.
A4
Findings
15

In order to collect reliable data sample units are equally taken from different level of
management in the research. All three level of management have a 30-40% share in the sample
size. Thus, sample units are taken in balanced manner in the research.
A5
Findings
In research it has been find out that 80% of respondents believe that hotel Leela is using
digital marketing for advertising of its product. Apart from this, it is also observed that merely
20% of sample units think that hotel Leela is not using digital marketing for advertising its
product. Hence, from data it is confirmed that digital marketing is used by the hotel Leela.
A6
Findings
Research results show that 45% of respondents are strongly agree with the fact that hotel
Leela is actively using social media for advertising its product. Apart from this, 10 and 20%
respondents are agree and somewhat agree with the given statement. Only 10 and 15% are
disagree and highly disagree with the active use of digital marketing by the hotel Leela. Hence,
facts show that hotel Leela is making best use of the digital marketing in its business.
A7
Findings
Hotel Leela is laying down special emphasis on search engine optimization. This is
proved from the fact that 40% respondents are strongly agree with this statement. Followed by
15% and 20% are agree and somewhat agree on the given statement. Only 15 and 10%
respondents are disagree and highly disagree with this statement. Hence, it can be said that SEO
is give due priority by the Hotel Leela.
A8
Findings
SEO is effectively using by the hotel Leela and this fact is supported by the 73%
respondents. 26.3% deny from accepting this face. Thus, it can be said that SEO is used in proper
manner by the firm.
A9
Findings
Social media is helping hotel Leela in increasing its customer base and 35% respondents
are strongly agree with this statement followed by 15% and 25% are agree and somewhat agree
with the statement. Only 10% and 15% respondents are disagree and highly disagree with the

given statement. Hence, it is clear that social media is helping firm in increasing its customer
base.
A10
Findings
On the question use of social media by the competitors is acting as threat for hotel Leela
respondents give a mixed response. As per collected data 20 and 15% respondents are strongly
agree agree and agree with the given statement. On analysis of facts it had been seen that 35%
respondents are somewhat agree on the question asked to them. This is followed by 15%
respondents that are disagree and highly disagree with the given statement. Thus, it can be said
that to some extent use of social media by competitors is affecting hotel Leela.
A11
Findings
On this firm response rate to people queries it is find out that half of people think that
firm is giving quick response to their queries. But same proportion of sample units thinks that
firm is giving late response to their queries. Thus, it is clear that firm is attempting to respond to
customer queries as soon as possible but sometimes due to some reasons response to customer
queries get delayed.
A12
Findings
In research it is seen that 80% of respondents think that SEO is helping firm in increasing
its revenue. Only 20% of respondents think that SEO is not playing any role in increase in the
firm revenue. It can be said that SEO to large extent is helping firm in increasing its revenue.
A13
Findings
Research results show that 45% of respondents think that SEO is giving added advantage
to the competitors over hotel Leela and 55% deny from this fact. The results indicate that
competitors of mentioned hotel are also making best use of SEO in order to compete hotel Leela.
A14
Findings
As per results, 40% respondents are agree and 20% are strongly agree on the statement
that images uploaded on the social media is putting positive impact on the hotel Leela customers.
Whereas, 15% respondents are neutral on this statement followed by 10% and 15% respondents
17

are disagree and highly disagree on the positive impact of social media on the firm. Hence, it can
be said that images uploaded on the social media are moderately positively affecting hotel Leela.
A15
Findings
Most of the respondents think that 'Live the Leela' campaign is putting a positive impact
on the people. Only 30% of respondents are saying that the mentioned campaign is not having
positive impact on the customers. Hence, it can be said that this campaign of the mentioned hotel
is successful.
A16
Findings
On the question of people comments and its positive impact on the hotel Leela
respondents give a mixed response. About 20% respondents are neutral to this question and 10%
and 25% are strongly agree and agree on this statement. Whereas, 20 and 25% are disagree and
strongly disagree on the asked question. Hence, it can be said that people are giving both positive
and negative comments on the hotel services.
A17
Findings
As per facts, 70% of respondents think that social media helps firm in persuading
customers. Whereas, only 30% respondents think that social media is not playing any role in
persuading customers. Hence, it can be said that social media is helping firm in persuading its
customers.

Null H0: Digital marketing is not having positive impact on the Leela Hotel customers
Alternative H1: Digital marketing is having positive impact on the Leela Hotel customers
Independent variable: Is Leela hotel is using digital marketing for advertising its product
ANOVA
Sum of Squares df Mean Square F Sig.
Images uploaded on the
Social media is putting
positive impact on the hotel
customers
Between Groups .113 1 .113 .058 .812
Within Groups 34.688 18 1.927
Total 34.800 19
Do you think that 'Live the
Leela' is putting positive
impact on the hotel
customers
Between Groups .200 1 .200 .900 .355
Within Groups 4.000 18 .222
Total 4.200 19
People comments on the
Facebook page put a positive
impression on the hotel
customers
Between Groups 1.250 1 1.250 .652 .430
Within Groups 34.500 18 1.917
Total 35.750 19
Do you think that social
media helps hotel Leela in
persuading its customers
Between Groups 2.450 1 2.450 25.200 .000
Within Groups 1.750 18 .097
Total 4.200 19
Findings
Level of significance is 0.05 and values of ANOVA are above this standard. Due to this
reason alternative hypothesis get accepted. This means that images that are uploaded on the
social media to large extent soften people resistance level. On other hand, it is seen that ‘Live the
Leela’ is positively affecting hotel Leela. Apart from this it is also observed that people
comments are positive about hotel Leela and due to this reason comments are also positively
affecting hotel Leela. In case of last variable in table significance level is 0.00 and below
0.05which means that here alternative hypothesis is rejected. This also indicates that every time
it is not necessary that social media help firm in persuading customers. While considering digital
marketing used by the hotel Leela as an independent factor it is found that in case of all three
variables are accepting alternative hypothesis. Thus, it can be said that digital marketing is
having positive impact on hotel Leela customers. Hence, this reflects that every time social
media is not persuading customers.
19

Null H0: Digital marketing is not having positive impact on the Leela Hotel customers
Alternative H1: Digital marketing is having positive impact on the Leela Hotel customers.
Independent variable: Do you think that Hotel Leela is actively using social media for advertising itself.
ANOVA
Sum of Squares df Mean Square F Sig.
Images uploaded on the Social
media is putting positive impact
on the hotel customers
Between Groups 16.578 4 4.144 3.412 .036
Within Groups 18.222 15 1.215
Total 34.800 19
Do you think that 'Live the
Leela' is putting positive impact
on the hotel customers
Between Groups .283 4 .071 .271 .892
Within Groups 3.917 15 .261
Total 4.200 19
People comments on the
Facebook page put a positive
impression on the hotel
customers
Between Groups 8.528 4 2.132 1.175 .361
Within Groups 27.222 15 1.815
Total 35.750 19
Do you think that social media
helps hotel Leela in persuading
its customers
Between Groups 1.394 4 .349 1.864 .169
Within Groups 2.806 15 .187
Total 4.200 19
Findings
In this case independent variable is hotel Leela is actively using social media for
advertising its product. Other variables are same as given in above interpreted table. On doing
ANOVA by applying a 4 dependent and one independent variable it is find out that digital
marketing is having a positive impact on hotel Leela customers in most of cases. But in case of
image upload it is seen that significance level is 0.036 which is below 0.05. On this is basis it is
stated that it is not necessary that always uploading of image put a positive impact on the
customers. Hence, it can be said that this part of digital marketing campaign always does not
positively affecting hotel Leela hotel. Apart from this in case of all three remaining variables
significance level is above 0.05 and this reflects that digital marketing have positive impact on
hotel Leela customers.
To evaluate positive and negative impact of digital marketing towards Leela group hotels and
resports.
Hypothesis:
H0: There is no significance impact of digital marketing on the Leela Hotels and Resorts

H1: There is significance impact of digital marketing on the Leela Hotels and Resorts
Column or independent variable: Industry experience and hotel experience
How many years of experience you have in the hotel industry/ social media helps Leela
hotel in increasing its customer base
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 8.529a 8 .384
Likelihood Ratio 11.622 8 .169
Linear-by-Linear Association .992 1 .319
N of Valid Cases 20
a. 15 cells (100.0%) have expected count less than 5. The minimum expected
count is .75.
Findings
On the basis of chi square values it is identified that alternative hypothesis is accepted
because value of feedback is above 0.05. On the basis of respondent year of experience and
social media helps hotel Leela in increasing its customer base variable it is identified that there is
a significant impact of digital marketing on Leela hotel and resorts. Hence, firm must further try
to improve its digital marketing campaign.
How many years of experience you have in the hotel industry/ Do you think that slow
response to people queries by hotel Leela is tarnishing its image among the people
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.578a 2 .276
Likelihood Ratio 2.718 2 .257
Linear-by-Linear Association .065 1 .798
N of Valid Cases 20
a. 6 cells (100.0%) have expected count less than 5. The minimum expected
count is 2.50.
Findings
21

Here also chi-square value is above 0.05 and on that basis alternative hypothesis is
accepted. This means that on the basis of variables experience in the hotel industry and slow
response to customer queries it is identified that there is a significant impact of digital marketing
on hotel Leela and resorts. Thus, hotel Leela needs to improve its digital-marketing campaign.
How many years of experience you have in the hotel industry/ Do you think SEO helps
hotel Leela in increasing its revenue

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .069a 2 .966
Likelihood Ratio .071 2 .965
Linear-by-Linear Association .065 1 .798
N of Valid Cases 20
a. 5 cells (83.3%) have expected count less than 5. The minimum expected count
is 1.00.
Findings
Value of Pearson chi-square is above 0.05 and due to this reason alternative hypothesis is
accepted. On the basis of experience in the industry and SEO helps in increasing firm revenue
variable it is find out that there is a significant impact of digital marketing on the hotel Leela and
resorts. Thus, again by taking these variables it is proved that hotel Leela must focus on its
digital marketing campaign.
How many years of experience you have in the hotel industry/ SEO is giving an added
advantage to the competitors above hotel Leela
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .112a 2 .945
Likelihood Ratio .112 2 .945
Linear-by-Linear Association .032 1 .857
N of Valid Cases 20
a. 6 cells (100.0%) have expected count less than 5. The minimum expected
count is 2.25.
Findings
In this case the two variables are experience in the hotel industry and second is added
advantage of SEO to competitors over hotel Leela are taken. By applying chi-square test it is find
out that alternative hypothesis is accepted on the basis of these two variables and in order to
remain in competition firm needs to make its digital-marketing campaign much better.
Hypothesis:

H0: There is no significance use of social media by Hotel Leela for adverting and responding to
the queries of people
H1: There is significance use of social media by Hotel Leela for adverting and responding to the queries of people
Correlations
Do you think that Hotel
Leela is actively using
social media for
advertising itself
Do you think that Hotel
Leela is responding to
people queries quickly
Do you think that Hotel Leela is actively
using social media for advertising itself
Pearson Correlation 1 -.144
Sig. (2-tailed) .546
N 20 20
Do you think that Hotel Leela is
responding to people queries quickly
Pearson Correlation -.144 1
Sig. (2-tailed) .546
N 20 20
Findings
There is a high correlation between active use of social media and firm to response to
people queries. Value of significance is above 0.05 and Pearson correlation is 1. This reflects that
hotel Leela is lying down due emphasis on responding to customer queries on social media as a
part of its digital marketing campaign. This proves that significant use of social media is done by
the hotel Leela.

CHAPTER 5
DISCUSSION
On the basis of analysis of facts it is observed that hotel Leela is actively using social
media in its digital marketing campaign. By using same it grab large market share in the relevant
industry. Due to use of digital marketing firm present it in different manner and its approach to
the youngsters also get increased. With passage of time firm bring changes in its digital
marketing campaign. This is the reason due to which it which it earns huge success in the
business. As per facts firm earning grow by huge percentage in the specific time period. Hence,
with passage of time Hotel Leela get a competitive advantage over the competitors. As a part of
digital marketing campaign firm gives a due importance to the search engine optimization
technique. It drafts its web pages in proper manner by using sufficient amount of key words in its
web pages. This leads to huge success of the firm in the market. Currently, many competitors of
the Hotel Leela are using this method and are giving strong competition to the mentioned hotel.
This is the reason due to which firm is facing lots of problems in growing its business at the fast
pace. Thus, in order to maintain grip in the market and to remain on the leading position hotel
Leela needs to modify its web pages. In current era, firms are giving due to importance to digital
marketing techniques then traditional methods of marketing. This is because by focusing on
digital marketing techniques firm access to large number of people is increasing and it is able to
present itself in different manner. Hence, people come to know about the firm product and word
of mouth marketing is also triggered from their side. Hence, by using digital marketing firm is
not only advertising itself but is also in position to promote its marketing from people side. This
reflects that directly and indirectly digital marketing is giving lots of benefit to the hotel Leela.
As per facts, SEO helps firm in increasing its customer base and earning in past few
years. This reflects that SEO is having very high importance for the hotel Leela because its
impact on the firm is visible. However, publicly its positive impact on the firm is not observed
but on business it has huge positive impact. But hotel Leela cannot get relax by current results.
This is because rival firms are also increasingly giving due importance to the SEO in order to
promote themselves. Hence, it can be said that they are following a path that is already followed
by the hotel Leela. Hence, firm needs to do some different on this front because if it will not do
so then competitors will be in position to challenge hotel Leela. Hence, it is inevitable for the

hotel Leela to modify its web page and to use highly relevant words on its web page. By doing
so, it will be able to show its website search line on top of the search page.
In research it is find out that use of social media by the competitors to some extent is
acting as threat for the Hotel Leela. This is warning signal for the hotel Leela because in the
current time huge population is on Facebook and if competitors will start active use of social
networking sites then it will be very difficult to persuade customers in easy way. Research results
show that at current time firm is having a moderate threat on this front but it needs to bring
changes in its digital marketing strategy. In use of social media firms not only need to form web
pages but also needs to take service of the analytic services in order to collect and analyze data.
Earlier, firms were less using social media for advertising their product but due to doubt on
success on this medium of communication fewer companies were interested on the use of social
media. Now situation get changed and more and more firms are using social media for
advertising their products. Due to this reason, there is a greater chance of use of social media by
the hotel Leela competitor firms. If rival firms will start using social media and analytic at large
scale then hotel Leela will receive stiff competition from competitors. So, it becomes necessary
for the hotel Leela to upgrade its social media advertising strategy.
In research it is observed that the firm is not responding to people queries on time. From
research results, it is seen that some of the respondents think that firm is quickly giving response
to the people queries. Whereas, some of the respondents think that they are giving very late
response to the respondents. Hence, firm needs to make sure that every person who is making
inquiry about something is receiving response from the firm as soon as possible. In this regard
firm needs to follow a strategy. Under this, it can increase number of employees who are
responsible for responding to the people queries. Moreover, they can be trained in order to give
response to customer queries in proper manner. By doing this response time will be shorter and
people will receive response at a fast rate. Currently, in industry response time taken by the firm
is acting as an important parameter for the firm in terms of effective use of social media. In
reports it can be easily seen that comparison tables are prepared in which comparison of response
time is done. The response time shows the extent to which firm is entertaining its customers in
proper manner. If response time is large then it means that firm is not taking its customers
seriously to it is not compatible to provide good services to its customers in proper manner. In
both cases firm image is tarnished among the people. Hotel Leela performance in terms of

response to people queries is mixed and this reflects that firm performance on this parameter is
moderate in nature. Hence firm needs to improve its performance.
In social media people can see each other response and negative response from people
side is receiving due attention from those who have visited firm Facebook page for getting
information about reviews of the firm. On the basis of review they came to know about the areas
in which hotel Leela is giving good and poor performance. Hotel Leela can make best use of
social media in order to improve its service quality. On page people will put negative comment
about the firm due to inconvenience they faced in the hotel. By visiting such page time to time
managers will come to know about the areas in which firm is giving excellent and poor services.
On the basis of such reviews firm can bring big improvements in its service quality. As per
research data it is find out that about 50% people agree on the fact that comments from the
people side form a good or poor image of the hotel among the customers. Hence, firm needs to
modify its services or it need to reevaluate its service quality in order to create positive image
among the customers. Hotel Leela also needs to make sure that it is responding to the people for
the inconvenience they faced in the hotel due to management or employee mistake. This will
help firm in creating good relations with the customers. This will also create positive image of
the firm among the customers. Hence, firm needs to look at this factor.
In research it has been seen that social media play an active role in persuading a
customers. This is because when people view an image on the Facebook page they create an
imagination about the service quality that firm can offer to them if they take a service of the
hotel. Hence, the more attractive images will be on Facebook page more people will get attracted
towards hotel. This will lead to increase in firm customer base. As per research it is find out that
images uploaded on Facebook page are not putting much positive impact on the customers. This
happens because firm is not changing its images on page very frequently. Here both results are
contradicted to each other but it can be seen that they are on same direction. This is because most
of the respondents agree that images play a great role in the persuasion. But research results
show that images uploaded by the hotel Leela are not much positively affecting people. Hence, it
can be said that those images that are uploaded by the firm are attractive and eye catching in
nature. Firm is not changing images on its page frequently and every time when people visit
Facebook page see same images. Due to this reason they get board otherwise images uploaded

by the firm are sufficient to persuade people. The only thing that hotel Leela needs to do is that it
must frequently change images on its Facebook page.
In the research alternative hypothesis is accepted and it is find out that digital marketing
is having a positive impact on the hotel customers. In order to prove this hypothesis four
different variables are taken in the research. One independent variable is taken which is 'Is Leela
hotel is using digital marketing for advertising its product”. By considering variables and
independent variables results are produced. On research three out of four variables it is find out
that this hypothesis is accepted and in one it is rejected. In case of first variable which is images
uploaded by the social media is putting positive impact on the hotel customers it is proved that
digital-marketing is having a positive impact on the hotel Leela customers. This indicates that
images uploaded by the firm are having positive impact on the people and these images are
creating positive image about the hotel among the target customers. In research also majority of
people are stating that images have a positive impression on them. But proportion of such
respondents in the sample was not too large but has a majority. Hence, this indicates that image
uploading on social media is positively affecting firm and its digital marketing campaign but it is
not sufficient and hotel Leela needs to frequently change images on its web page in order to
make sure that its digital-marketing campaign will become stronger than ever.
In research it is also find out that 'Live the Leela' campaign is also positively affecting
hotel Leela customers. This is proved from the result in which value of level of significance is
above 0.05. Due to this reason alternative hypothesis is accepted and it is clear that ''Live the
Leela' campaign is playing active role in the success of digital marketing campaign of the firm.
This become successful because through this people come to know about the services that hotel
is currently providing to its customers. They also get information about the look of hotel and
rooms. The video persuade customers and help hotel Leela in increasing its customer base. This
proved from the fact that hotel Leela earns a higher amount of revenue due to its digital
marketing promotion campaign. On the factor that social media is persuading people alternative
hypothesis is rejected. This means that hotel Leela alone on the basis of use of social media
cannot persuade customers. It needs to do many new and additional things in its promotion
campaign in order to persuade customers. 'Live the Leela' the best example of this additional
which last line is talking about. Rejection of alternative hypothesis does not mean that social
media is not playing any role in the success of digital marketing campaign. It means that social

media is playing a role in the success of digital-marketing but it alone is not playing any role in
the success of the firm digital marketing campaign. This also means that digital-marketing
campaign of the firm get success due to combined use of social media search engine
optimization and lives the Leela campaign.
In the second ANOVA test 'digital-marketing is having positive impact on the hotel Leela
customers' is a alternative hypothesis and it get accepted by the three variables but on one
variable it is rejected. One independent variable is also taken in the research which is 'Do you
think that Hotel Leela is actively using social media for advertising itself'. By considering this
independent factor and dependent variables alternative hypothesis is accepted and rejected. On
the basis of this independent variable and dependent variable which is 'images uploaded have
positive impact on customers' it is identified that hotel Leela is not actively using social media
and due to this reason images uploaded on the social media are not positively affecting people. It
does not mean that there is not importance of image upload on social media. But due less change
in images on Facebook page digital marketing is not having much positive impact on the people.
On the other there is another variable which is 'Live the Leela' and its positive impact on the
hotel customers it is identified that alternative hypothesis is accepted. This means that 'Live the
Leela' as a part of digital-marketing is positively affecting hotel customers. This means that from
this point of view social media is actively used by the firm.
Comparison of both dependent variables level of significance indicate that hotel Leela is
not uploading images actively on the Facebook page but it is uploading its video in proper
manner and it is viewed by the people. This means that from one side firm is not using social
media in proper manner but from other side it is making best use of same media. Hence, hotel
Leela needs to give due attention on its image uploading activity in order to make best use of
social media. Third dependent variable is the 'people comments on the Facebook page is putting
positive impression on the hotel customers'. Independent variable is same and alternative
hypothesis is accepted. This means that firm is actively using social media for advertising its
product and due to this reason people comments are putting positive impact on the hotel
customers. Due to this reason alternative hypothesis is accepted which means that firm digital-
marketing campaign have a positive impact on the hotel customers. Due to active use of social
media by the Hotel Leela it successfully persuading its customers and due to this reason its
digital-marketing campaign gets success. In previous case of ANOVA independent variable was '

is Leela hotel is using digital marketing for advertising its product' but in this case same variable
is 'Do you think that Hotel Leela is actively using social media for advertising itself'. Due to this
reason on same dependent variable one time hypothesis is accepted and second time is rejected.
In first cast all digital-marketing components are considered and on that basis it is stated that
social media is not playing any significant role in persuading customers. In second case only
social media is taken and due to this reason hypothesis on the basis of this variable get accepted.
On analysis of both cases it can be said that SEO and social media both are playing significant
and equal role in persuading customers. Company alone on the basis of SEO or social media
cannot persuade customers.

CHAPTER 6
CONCLUSION AND RECOMMENDATION
On the basis of analysis of facts and figures it is concluded that Hotel Leela is making
best use of digital marketing for its business. On collection of data it is find out that firm is
actively using social media for advertising itself. Advertisement through 'Live the Leela' and
response on customer queries is a best evidence of the active use of social media by the firm. In
order to prove this from research correlation which is a statistical tool is applied in the research.
The results of this tool indicate that firm is using social media at a large scale and it is using
same in order to respond to customer queries. The Pearson correlation value 1 is indicating this
thing. This result shows that firm is wisely using social media in order to create its good image
among the people. Through campaigning of 'Live the Leela' firm is providing information about
services it provides to its customers. By viewing this video people came to know about the
ambiance and amenities that are available on the room. Hence, from strategy point of view it can
be said that hotel Leela is playing an excellent strategy. The other main use of social media is to
do CRM by responding to their queries. Hotel is giving fast response to the customer queries and
is creating its customer base. This is the reason due to which customer base of the firm is
increasing at a fast rate year by year. So, it can be concluded that firm is making multiple use of
social media is making effective use of social media. But everything is not going well in case of
hotel Leela because research results clearly shows that images uploaded on the social media are
not every time putting a positive impression on the firm. This means that firm is note frequently
changing images on its Facebook web page. People are viewing same image whenever they visit
hotel Leela Facebook page. Due to this reason whenever they visit page they view same thing
and get bored.
Search engine optimization is another factor where hotel Leela needs to give due
attention. As per facts, it is find out that most of the companies are actively using SEO for
competing hotel Leela. Due to use of SEO competing firms are on middle and top part of Google
search page. Hence, firm is receiving stiff competition on this front. In order to improve its
performance it is necessary to use strong key words in the web page. With passage of time firms
are giving due importance to this technique of marketing. On evaluation of web pages o Google
search engine it can be seen that on top those websites are open in which there is information

about the number of hotels. Hence, opportunity for hotel Leela get reduced because when visitor
click on the link he view names of other hotels and get persuade by the advertisement of
competitors of hotel Leela. Due to this reason hotel Leela faces a lot of problem in creating new
customers. Firm needs to use more and more key words on its web pages. If this will be done
then web page of hotel Leela will be shown in the top of Google search. This will certainly help
hotel Leela in increasing its customer base.
Recommendation
On the basis of conclusion recommendation if formed and it is recommended that firm
must continue its campaign under 'Live the Leela'. This campaign is earning huge success and
will act as cornerstone of the firm success in the long term. This campaign can be improved and
firm can show the changes that it brings in its business on the advertisement. This will create a
positive image of the firm among the prospective customers and there will be great chances of
their conversion from prospective customer to guest. Hotel Leela also needs to give due attention
on its Facebook page. This is because it is not changing its page images frequently. Due to this
reason it is failed to leave positive impression by using its page on the customers. It is
recommended that firm needs to change its hotel images in three days. Change in images will be
frequent and these images will be different from each other. Hence, every time on visit Facebook
page of hotel Leela prospective customer will find different images that will be eye catching in
nature. By doing this negative factor will be converted in to positive factor. Search engine
optimization is another factor that is creating a lot of problems for the hotel Leela. The
mentioned firm needs to use as much as possible keywords on its web page. In order to identify
relevant key words firm can conduct a research. Apart from this, it can also conduct a lot of
researches on the competitor web pages. By doing so it will come to know about the key words
that are used by the competitor firms. Same words can be used by the hotel Leela on its web
pages. Along with this firm can conduct a marketing research in order to identify the key words.
By conducting relevant type of market research firm will come to know about the relevant key
words that it must place on its web pages. By doing so firm web page will get developed and it
will get top position in the Google search page.

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Appendix
Questionnaire
Demographic questions
Q.1. In which age group does you falls?
20- 35 years 1
35- 50 years 2
Above 50 years 3
Q.3. How many years of experience you have in the hotel industry?
Below 2 year 1
2-6 year 2
6-12 year 3
More than twelve years 3
Q.2. How many years of experience you have in the hotel Leela?
Below 2 year 1
2-6 year 2
6-12 year 3
More than twelve years 4
Q4: What is your designation in the company?
Top level management 1
Middle level management 2
35

Operational level management 3
To evaluate level of digital marketing taking place in the hotel
1) Is Leela hotel is using digital marketing for advertising its product
Yes 1
No 2
2) Do you think that Hotel Leela is actively using social media for advertising itself ?
Agree 1
Strongly agree 2
Somewhat agree 3
Disagree 4
Highly disagree 5
3 Do you think that Hotel Leela is responding to people queries quickly.
Yes 1
No 2
4. Leela hotel is using analytic social media services at large scale.
Agree 1
Strongly agree 2
Somewhat agree 3
Disagree 4

Highly disagree 5
5) Hotel Leela is laying down special emphasis on search engine optimization (SEO)?
 Agree 1
 Strongly agree 2
 Somewhat agree 3
 Disagree 4
 Highly disagree 5
6) Do you think that hotel Leela is using SEO in effective manner?
Yes 1
No 2
To evaluate positive and negative impact of digital marketing towards Leela group hotels and
resports
1) Social media helps hotel Leela in increasing its customer base?
Agree 1
Strongly agree 2
Somewhat agree 3
Disagree 4
Highly disagree 5
2 Use of social media by the competitors is acting as threat for the hotel Leela?
37

Agree 1
Strongly agree 2
Somewhat agree 3
Disagree 4
Highly disagree 5
3. Do you think that slow response to people queries by hotel Leela is tarnishing its image among
people.
Yes 1
No 2
4 Do you think SEO helps hotel Leela in increasing its revenue ?
Yes 1
No 1
5 SEO is giving an added advantage to the competitors above hotel Leela
Yes 1
No 2
To analyze impact that digital marketing is having on the hotel customers
1 Images uploaded on the Social media is putting positive impact on the hotel customers.
Strongly Agree 1
Agree 2

Neutral 3
Disagree 4
Strongly Disagree 5
2 Do you think that 'Live the Leela' is putting positive impact on the hotel customers
Yes 1
No 2
Maybe
3 People comments on the Facebook page put a positive impression on the hotel customers.
Strongly Agree 1
Agree 2
Neutral 3
Disagree 4
Strongly Disagree 5
4 Do you think that social media helps hotel Leela in persuading its customers.
Yes 1
No 2
Recommend best practices used in other hotel for hotel Leela
1) Your suggestion on the best practices that can be adopted by hotel Leela.
________________________________________________________________
39

A1
In which age group do you fall
Frequency Percent Valid Percent Cumulative Percent
Valid
20- 35 years 7 25.0 35.0 35.0
36-50 years 8 28.6 40.0 75.0
Above 50 years 5 17.9 25.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100
A2
How many years of experience you have in the hotel industry
Frequency Percent Valid Percent Cumulative Percent
Valid
Below 2 years 6 21.4 30.0 30.0
2-6 Years 5 17.9 25.0 55.0
6-12 Years 9 32.1 45.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A3
How many years of experience you have in the hotel Leela
Frequency Percent Valid Percent Cumulative
Percent
Valid
Below 2 years 5 17.9 25.0 25.0
2-6 Years 6 21.4 30.0 55.0
6-12 Years 5 17.9 25.0 80.0
More than 12 Years 4 14.3 20.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A4

What is your designation in the company?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Top Level management 6 21.4 30.0 30.0
Middle Levle management 8 28.6 40.0 70.0
Operational level management 6 21.4 30.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A5
Is Leela hotel is using digital marketing for advertising its product
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 16 57.1 80.0 80.0
No 4 14.3 20.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A6
Do you think that Hotel Leela is actively using social media for advertising itself
Frequency Percent Valid Percent Cumulative
Percent
Valid
Agree 2 7.1 10.0 10.0
Strongly Agree 9 32.1 45.0 55.0
Somewhat Agree 4 14.3 20.0 75.0
Diagree 2 7.1 10.0 85.0
Highly Disagree 3 10.7 15.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A7
Hotel Leela is laying down special emphasis on search engine optimization (SEO)
41

Frequency Percent Valid Percent Cumulative
Percent
Valid
Agree 3 10.7 15.0 15.0
Strongly Agree 8 28.6 40.0 55.0
Somewhat Agree 4 14.3 20.0 75.0
Diagree 3 10.7 15.0 90.0
Highly Disagree 2 7.1 10.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A8
Do you think that hotel Leela is using SEO in effective manner
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 14 50.0 73.7 73.7
No 5 17.9 26.3 100.0
Total 19 67.9 100.0
Missing System 9 32.1
Total 28 100.0
A9
Social media helps hotel Leela in increasing its customer base
Frequency Percent Valid Percent Cumulative
Percent
Valid
Agree 3 10.7 15.0 15.0
Strongly Agree 7 25.0 35.0 50.0
Somewhat Agree 5 17.9 25.0 75.0
Diagree 2 7.1 10.0 85.0
Highly Disagree 3 10.7 15.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A10

Use of social media by the competitors is acting as threat for the hotel Leela
Frequency Percent Valid Percent Cumulative
Percent
Valid
Agree 3 10.7 15.0 15.0
Strongly Agree 4 14.3 20.0 35.0
Somewhat Agree 7 25.0 35.0 70.0
Diagree 3 10.7 15.0 85.0
Highly Disagree 3 10.7 15.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A11
Do you think that slow response to people queries by hotel Leela is tarnishing its image
among people
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 10 35.7 50.0 50.0
No 10 35.7 50.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A12
Do you think SEO helps hotel Leela in increasing its revenue
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 16 57.1 80.0 80.0
No 4 14.3 20.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
43

A13
SEO is giving an added advantage to the competitors above hotel Leela
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 9 32.1 45.0 45.0
No 11 39.3 55.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A14
Images uploaded on the Social media is putting positive impact on the hotel customers
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 4 14.3 20.0 20.0
Agree 8 28.6 40.0 60.0
neutral 3 10.7 15.0 75.0
Disagree 2 7.1 10.0 85.0
Strongly Disagree 3 10.7 15.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A15
Do you think that 'Live the Leela' is putting positive impact on the hotel customers
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 14 50.0 70.0 70.0
No 6 21.4 30.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0

A16
People comments on the Facebook page put a positive impression on the hotel customers
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 2 7.1 10.0 10.0
Agree 5 17.9 25.0 35.0
neutral 4 14.3 20.0 55.0
Disagree 4 14.3 20.0 75.0
Strongly Disagree 5 17.9 25.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
A17
Do you think that social media helps hotel Leela in persuading its customers
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 14 50.0 70.0 70.0
No 6 21.4 30.0 100.0
Total 20 71.4 100.0
Missing System 8 28.6
Total 28 100.0
45