Impact of Digital Marketing on the Growth and Expansion of Marriott Hotel: A Research Project Proposal

This research proposal evaluates the impact of digital marketing on the growth and expansion of Marriott Hotel. It includes literature review, research methodology, and strategies to overcome challenges of implementing digital marketing.

ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
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SUBMISSION DEADLINE: 019
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Research Topic/ Research Question: Impact of digital marketing on the growth and expansion
of a hotel. A research project on Marriott hotel
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background information). Include the
following:
Present study conducted on the impact of digital marketing on the growth and expansion of hotel. Digital
marketing is a component of marketing in which organisation take use of online based technologies and
internet in order to promote their products and services in a market segment to influence attention of large
number of consumers. Present research is significant as it offers strategies that will assist organisation to
overcome the challenges of digital marketing and conduct marketing and advertisement in effective manner.
The main purpose of conducting this research is to identify the impact of digital marketing on company
expansion and growth. Respective research proposal includes research aim objectives, questions, literature
review and research methodology.
Background of research study
In this research concept of digital marketing is evaluated along with its impact upon hotel growth and expansion.
For this use of appropriate research methodologies is being undertaken with primary and secondary data
collection method. Research will evaluate digital marketing challenges that Marriot hotel is facing along with
efficient strategies to overcome these challenges.
Aims & Objectives
Aim: (What do you want to achieve and why do you want to achieve aim?)
The aim of the current study is, “To evaluate the concept of digital marketing along with analyzing its impact
upon expansion and growth of a hotel”. A research work on Marriott hotel.
Objectives: (How do you want to achieve this aim). State at least three but not more than four objectives. These
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must include a knowledge, attitude, and skill objectives).
 To evaluate about the concept of digital marketing along with its key benefits and drawbacks.
 To analyses the impact of digital marketing on the overall profitability and growth of Marriott hotel.
 To investigate best possible strategies through which the Marriott Hotel can overcome the
challenges of implementing digital marketing as to ensure more competitive advantage in industry.
 To recommend improvement strategies which help Marriott hotel to overcome digital marketing
challenges.
Research Questions: (The breakdown of the research topic for some specific questions- it is easier to convert
the objectives into questions- only required for if you are conducting a qualitative research study.
 What is the concept of digital marketing along with its key benefits and drawbacks?
 What is the impact of digital marketing on the overall profitability and growth of Marriott hotel?
 Which are the best possible strategies through which the Marriott Hotel can overcome the
challenges of implementing digital marketing as to ensure more competitive advantage in industry ?
Research Hypotheses: (the tentative answer to a research problem that is advanced so that it can be tested). These
are only required if you are conducting a quantitative research study
 Define the concept of digital marketing along with its key benefits and drawbacks?
 What is the impact of digital marketing on the overall profitability and growth of Marriott hotel?
 Which are the efficient strategies that will help Marriott Hotel to overcome the challenges of
implementing digital marketing as to ensure more competitive advantage in industry ?
 What are recommended improvement strategies which help Marriott hotel to overcome digital marketing
challenges?
Research Rationale: (Justification of the proposed study and potential benefits). The following questions will
help you).
The selection of present topic is rational as this efficiently support knowledge and understanding of the concept
of digital marketing. In addition to this research is also inclusive of the impact of digital marketing on
organisation growth and profitability. This research is helpful as it allow organisation to perform in successful
manager in hospitality industry and provide them number of strategies which will help them to overcome the
challenges that has been implemented by digital marketing. This efficiently help company to maximize their
growth opportunities and assure long-term sustainability in industry. In addition to this research is important
for researcher to successfully accomplish personal and academic interest in order to develop skills and
knowledge. Beneficiary of this research is both researcher and organisation. Furthermore, present research study
will fill the gap by identifying strategies to overcome challenges that company can face while implementing
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digital marketing. Along with this, research will include research methodologies, data analysis., thematic analysis
wich helps in conducting in-depth evaluation of research aims and objectives.
Scope of Research Study.
Present research is conducted on hospitality industrial sector on Marriott Hotel which is offering wide range of
products and services to consumers from the provinces of United Kingdom. Hotel is selected as it is a leading
organisation with large number of employees and are offering services worldwide. This research is having wider
scope as this will target the overall population and will help organisation to influence attention of the target set of
population. Research explores the concept of digital marketing along with the strategies which will help in
assuring overall success of organisation in industry.
2. LITERATURE REVIEW:
This forms out to be a vital section of every research project which comprises of analysis and survey
of secondary form of data that is vital and essentially needed to set a framework and base for an
investigation.
Concept of digital marketing along with its key benefits and drawbacks
As per the viewpoint of Dabas, Sharma and Manaktola, (2021) digital marketing is mainly a component of
marketing in which uses of internet as well as online based digital technologies such as mobile phone, desktop
computers and other digital media in order to promote products and services. In this, organisation can
undertake use of customer marketing funnel in order to effectively build loyalty among existing customers.
This will help in making customers aware about organisation offerings in a well define and effective manner.
In this competitive business environment the concept and importance of digital media is being significantly
enhanced as it offer advantage organisation in terms of targeting large base of audience and reach them in a
cost effective as well as measurable results. In addition to the is it has been identified that the other benefit of
digital media is that it allows organisation to ensure higher return turn on investment and allow them easy to
measure their marketing and advertising activities. While in terms of drawbacks it has been identified that
digital media include overall dependability on technology which affects security and privacy issue of company.
Impact of digital marketing on the overall profitability and growth of Marriott hotel
As per the view point of Dunakhe and Panse, (2021) digital marketing have number of benefits in terms of
easy to measure and easy to conduct. Along with this it also help organisation to target precise consumers.
Digital marketing have positive impact upon overall profitability and growth of Marriott Hotel. With the help
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of digital marketing organisation is conducting their marketing and advertisement activities which helps in
enhancing their creativity. It also helps organisation to prove their brand image and have better
understanding of consumer needs and demands. Digital marketing is also allowing Marriott Hotel to facilitate
social interaction with consumers and enhance their overall flexibility and maximize overall productivity in
effective manner. It has been identified that digital media is offering Marriott Hotel to conduct cost-effective
operations and maximize overall growth in a well-defined and effective manner.
Best possible strategies through which the Marriott Hotel can overcome the challenges of implementing
digital marketing as to ensure more competitive advantage in industry
According to the view point of Kapoor and Kapoor, (2021) digital marketing is an important marketing
technique in today's business world which is allowing organisation to maximize their overall growth and
profitability. It is essential for organisation to overcome the challenges that has been implemented by digital
marketing in order to effectively ensure competitive advantage in industry. In this with the help of taking
advantage of taking use of number of social media platforms, conduct influencer marketing, content
marketing and taking use of search engine optimisation and pay per click marketing Marriott Hotel can
overcome the challenges of implementing the digital marketing. In addition to this organisation can also take
advantage of providing more digital marketing education to employees in order to make them aware about
different channels of digital marketing. Along with this regular feedback also help complete overcome
challenges of digital marketing.
METHODOLOGY
Research methodology is defined as specific techniques or procedure that helps in identifying, selecting,
processing and analysing information related to topic. In relation to present research project use of appropriate
research methodology is being used by researcher that will helps in provide effective result outcomes.
Mentioned below with the help Saunders research onion framework the six aspects of research
methodology is being defined.
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Figure 1: Research Onion, 2020.
Research Philosophy-
Positivism, interpretivism, Pragmatism and Realism are four forms of research philosophy which helps to fulfil
research objectives. In context with present investigation researcher will take advantage of positivism research
philosophy, as it is suitable and support more practical and scientific way of study to fulfill research or goals.
Research approach-
Deductive and inductive are two types of research approach. In terms the present investigation researcher will
take use of deductive approach. This is mainly based on fact and offer better testing of numeric facts and data.
Research strategy-
Research strategy play important role as it offers a framework and design an investigation. Survey, research
action, observation are some types of research strategy (Nayak and Singh, 2021). To conduct present
investigation researcher will undertake of survey as it is more appropriate method to take information from
sufficient sample size and collect data from larger number of population in order to draw a valid confusion.
Choices of method-
Quantitative and qualitative two forms of research choices which helps investigator to draw a valid conclusion.
In order to conduct present investigation investigator will take advantage of quantitative method as it helps in
collecting information in statistical and numerical form. With the help of taking quantitative choice of method
researcher can better present collected facts in more systematic and attractive manner with the help of charts
and tables.
Data collection and analysis-
Primary and secondary are two form data collection and analysis method in order. To conduct present research
investigator will take advantage of both primary and secondary method in order to acquire first hand
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information and collect the integrated data from sources (Shumakova, 2021). In terms of primary data
researcher will take use of frequency table and pie chart. While in terms with secondary data with the help of
literature review researcher to conduct file in systematic way.
Time Horizon:
Sampling-
It is statistical process which helps in conducting investigation with the help of selecting sample size of a larger
number of populations. In terms the present research investigator will undertake use of random sampling
method in which sample size of 30 respondents will be undertaken those who are employees of Marriott.
Primary reason behind selecting employees and respondents is to collect justifiable information in this
investigator will take use of questionnaire to collect data.
Research ethics:
In order to conduct research in ethical way investigator will make sure that every participant is being offered
with equal chances and data will be collected in unbiased manner (Wohlin and Runeson, 2021). Prior approval
from all the respondents will be undertaken and they are allowed to quit as per their need investigator make
sure that all the information and data will be collected in ethical way and the research will be not used for any
unethical practices.
CONCLUSION
According to the above-mentioned research proposal it has been identified that with the help of undertaking use
of appropriate Research methodologies and strategies investigator will acquire information and data in ethical
manner which. It helps in a compressing overall research objectives the help of primary and secondary data
collection method investigator acquire information which is authentic viable and helps in accomplishing
research objectives in ethical way. In addition to this, research study literature review states that in hospitality
industry digital marketing is playing important role, it not only allowing organisation to conduct cost effective
markeitng but also benefit company to ensure attraction of wide base base of customers.
WORK PLANNING
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Milestone one: Literature review
Target date (set by tutor): 25-01-2021
Milestone two: Data Collection
Target date (set by tutor): 24-02-2021
REFRENCES AND BIBLIOGRAPHY
Dabas, S., Sharma, S. and Manaktola, K., 2021. Adoption of digital marketing tools in independent businesses:
experiences of restaurant entrepreneurs in India and the United Kingdom. Worldwide Hospitality and
Tourism Themes.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric review. International Journal of
Innovation Science.
Kapoor, R. and Kapoor, K., 2021. Transition from traditional to digital marketing: a study of evolution of E-
marketing in the Indian hotel industry. Worldwide Hospitality and Tourism Themes.
Nayak, J.K. and Singh, P., 2021. Fundamentals of Research Methodology Problems and Prospects. SSDN
Publishers & Distributors.
Shumakova, E.V., 2021. Impact of Digitalization on Hotel Industry Development. In Proceeding of the
International Science and Technology Conference" FarEastСon 2020" (pp. 587-595). Springer,
Singapore.
Wohlin, C. and Runeson, P., 2021. Guiding the selection of research methodology in industry–academia
collaboration in software engineering. Information and Software Technology, 140, p.106678.
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