Impact of Digital Media Marketing on Consumer Buying Behavior: A Case Study of Hotel Park Hyatt Sydney, Australia

Running head: BUSINESS RESEARCH FOR HOTELIERS
Impact of digital media marketing on consumer buying behavior: A case study of Hotel Park
Hyatt Sydney, Australia"

BUSINESS RESEARCH FOR HOTELIERS 2
Table of Contents
SECTION 1: Research Context.......................................................................................................3
Introduction..................................................................................................................................3
Research objectives......................................................................................................................3
SECTION 2 business orientated literature review...........................................................................4
SECTION 3: RESEARCH METHODOLOGY..............................................................................9
Revised Research Objective.........................................................................................................9
Research Approach....................................................................................................................10
Research Design and methodologies.........................................................................................10
Research techniques...................................................................................................................11
The Population(S) and the Sampling Design to be used............................................................11
Data Collection Method.............................................................................................................12
Implication plan.........................................................................................................................12
PROJECT SCHEDULE.............................................................................................................13
References......................................................................................................................................15
Appendix: SUGGESTED QUESTIONS/TOPICS TO BE INVESTIGATED.............................17
Survey through Questionnaire...................................................................................................17

BUSINESS RESEARCH FOR HOTELIERS 3
SECTION 1: Research Context
Introduction
Digital media is highly used in current times by companies to influence the consumers. High use
of digital media marketing can be costly for the company as there is a need to spend a high
amount on promoting the company among the bulk of customers. The new customers access
different channels before purchasing the products. Like any other business, in the hospitality
industry, Hotel Park Hyatt Sydney faces marketing issues such as declining customer demands
and switching customers towards another brand. Hotel Park Hyatt Sydney, Australia was
developed in the year of 2012 (Yürük, Akyol, and Şimşek, 2017). Park Hyatt offers leisure
guests, leisure guests, affluent individual business, and elegant and luxurious accommodations.
Park Hyatt features meeting and special event spaces, well-appointed guestrooms, and special
event spaces for smaller groups. Further, the company observed that each year, a number of
customers were switching towards other company due to using a different digital channel before
making a purchasing decision (Kim, Li, Han, and Kim, 2017). On further research, it was
observed that the issue was not unique to Hotel Park Hyatt Sydney but it is an industry-wide
dispute.
Research objectives
 To explore the conceptual understanding regarding digital media marketing and
consumer buying behavior
 To critically assess the impact of digital media marketing on consumer buying behavior
particularly in the Park Hyatt Sydney.
 To recommend the digital marketing strategy to influence the consumer buying behavior
in the context of Park Hyatt Sydney

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SECTION 2 business orientated literature review
Introduction
This chapter is effective for researchers as well as readers to gain knowledge regarding digital
media marketing on consumer buying behavior. It can be beneficial for influencing the high
amount of customers with respect to products and services of Hotel Park Hyatt Sydney,
Australia.
RO1: To understand the meaning and concept of consumers buying behavior and digital
media marketing
As per the view of Bowie Buttle Brookes and Mariussen (2016), digital media is computer-
related technologies that make competent to an investigator for sharing their personal
information, perceptions, and opinions on any specific issue amid the bulk of consumers. It is
also evaluated that digital media makes capable of an investigator for directly communicate with
the customers and distributes their ideas in order to improve the knowledge about the products
and services. There are certain kinds of digital media tools that are practiced by Hotel Park Hyatt
Sydney, Australia such as social media, SEO, SEM, email marketing and Ad words.
On the other side, Casidy Wymer and O'Cass (2018) assessed that consumer buying behavior is
the result of attitude, preferences, decision, and purposes that are developed by the consumers in
the market before buying products and services of the company. It is assessed that there are
certain factors that could be focused during the assessment of consumer buying behaviors such
as psychology, sociology, and anthropology. There are some steps that are followed in the
purchasing procedure such as detection of issues, addressing the data, evaluation of data, buying
and post purchasing services.

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In support of this, Kim Li Han and Kim (2017) stated that steps of making consumer buying
decision aid a company to persuade consumer behavior in minimum expenses and time. It is also
analyzed that there is some sort of services to influence consumer purchasing behavior such as
favorable customer services, quick and prompt delivery and attractive sales offer. There are
certain types of consumer buying behavior such as habitual, complex, variety seeking,
dissonance reducing. In this way, it is determined that complex consumer buying behavior
demonstrates the high consumer involvement with particular brands.
A critical review of relevant theories/models
Yürük Akyol and Simşek (2017) argued that there are some theories that help to analyze the
impact of digital media marketing on consumer buying behavior. Social cognitive theory
illustrated that consumer behavior is dynamics that could be influenced via mutual interaction
with personal expression and traits. It is also evaluated that social environmental elements assess
the purpose of customers with respect to purchasing products and services.
In support of this, Minazzi (2015) evaluated that another theory of consumer behavior defines
that consumer purchasing decision has a positive effect on the existing choice of buying. In
addition, consumer observes that digital media marketing can be practiced for encouraging the
purchasing procedure of customers.
On the other side Patterson Sie Balderas-Cejudo and Rivera-Hernaez (2017), the Howard-Sheth
Model is a recognized model of consumer purchasing behavior. This model is used to assess the
aspect of stimulating the responses and examines the preferences of the consumer behavior
overtime period. This model includes several elements like output variables, exogenous, input
variable, constructs, and hypothetical variables.
Important factors that influence consumer behavior

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As per the view of Cheng and Jin (2019), there are certain elements that may influence the
behavior of consumers like psychological, behavioral, cultural and social factors. In addition,
culture plays a significant role to analyze the behavior of consumers. In such manner, culture is
critical belief to assess the behavior of an individual that involves the culture of human, their
traditions and norms, societal attitude, the roles that society plays. Hence, needs of culture should
be extensively analyzed as it is the key element that may impact the behavior of consumers.
On the other side, Osman Hassan Haris and Kassim (2017) evaluated that sub-culture is a set of
the person who shares the same traditions, values, and customs. Furthermore, Hotel Park Hyatt
Sydney, Australia should emphasize on the racial group, nation, and religions as well as group of
customers who belong to the same fields. Therefore, it would be effective to favorably persuade
the behavior of customers. It is also assessed that society can also be known as the social class. A
corporation can emphasize on social class that can be targeted as usually buying a prototype of
society is fairly similar with other consumers. It should also not only emphasize on the income of
consumers but also emphasizes on the social consumer groups.
In the view of Chiang Manthiou Tang Shin and Morrison (2014), there are certain social factors
that may influence the behavior of consumers. In the social factors, reference group has great
potential for persuading the behavior of customers. Its impact could be distinguished from one
brand and products to another. This group focuses on the opinion of the leader. In addition, the
behavior of customers are not only affected by the motivations and personalities but also
influenced by families with their team members who have two or more people, as well as also
influenced the marriage and blood relationship.
On the other hand, Ullah Sepasgozar and Wang (2018) stated that people who belong to the
different companies, groups, and families, as well as club members, play a significant role to