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

This case study explores the impact of digital media marketing on consumer buying behavior in the hospitality industry, with a focus on Hotel Park Hyatt Sydney. It examines the issues faced by the company and offers recommendations for effective digital marketing strategies.

Impact of digital media marketing on consumer buying
behavior: A case study of Hotel Park Hyatt Sydney,
Australia"
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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 (Bowie, Buttle,
Brookes, & Mariussen, 2016).

Research context
Applicable historical information about the
Company
 It was developed in the year of 2012.
 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 (Park
Hyatt Sydney, 2018).

Research Context
The circumstances which have led to the
need to undertake Research
 The company observed that each year, a
number of customers was switching towards
other company due to using a different digital
channel before making a purchasing decision.
 On further research, it was observed that the
issue was not unique to Hotel Park Hyatt
Sydney but it is an industry-wide dispute
(Yürük, Akyol, & Şimşek, 2017).

Research Context
The impact and its effect on the operation
of the company:
 The need for this investigation is to assess the
impact of digital media marketing on
consumer buying behavior.
 The significant adverse impact of digital
media marketing on Hotel Park Hyatt Sydney
is a loss of a loyal customer because
customers use different channels of digital
media to make purchasing decisions (Bowie,
Buttle, Brookes, & Mariussen, 2016).

Business Problem
 Ineffective digital media marketing at Hotel Park
Hyatt Sydney has a significant adverse impact
particularly loss of loyal customers, and low
switching costs.
 For attracting new customers, the company needs
to use the different channel of digital media for
demonstrating favorable responses as these
customers highly check customer reviews before
purchasing the products (Minazzi, 2015).
 The negative experience of one customer may
damage the goodwill of company hence company
should provide effective customer services.

Business Problem
 An unsatisfied customer that switches towards
another brand may damage the goodwill of the
company. Hence, the company should use
effective customer care as it is the backbone of
the hospitality business.
 The loyal customers can also be influenced by
these unsatisfied workforces because one
negative review of these consumers on digital
media may influence 100 of customers.
 Thus, a positive and quick response on these
digital media channels may help to mitigate the
issues (Ullah, Sepasgozar, & Wang, 2018).

Using Theory to Construct Business
Problem
 There are different theories for assessing and
offering the solution found in business.
 These theories provide support to consultants,
management, and researchers to find the root
of the issue and address a feasible result to
the same.
 The problem-solving theory is a proper fit for
existing investigation because it helps to
critically assess the issues and offers a
systematic method to arrive at a solution to
the identified issues.

Using Theory to Construct Business
Problem
 Current investigation demonstrates a shift in
customer’s need towards digital media as
compared to traditional channel due to
certain reasons:
 Opportunity to get products range
 Depth awareness about the products and services
 Meet the requirement of customers with products
and services (Evans, 2015).
 All these expectations in the case do not
meet by hotelier then it will push customers
to switch towards other brands.

Generic Decisions/ Action
 Promoting products and services through digital
media to influence the purchasing decision of
customers
 Use effective sales promotion strategy to influence
the bulk of customers
 Prompt respond on negative reviews (Ullah,
Sepasgozar, & Wang, 2018).

List of the information Sought via research
accompanied by Validation
 The consumer buying behavior
towards Hotel Park Hyatt Sydney
 Learning the consumer buying behavior will help
the marketing manager of Park Hyatt Sydney to
understand the magnitude of issue
 The consumer buying behavior is
affected by digital media marketing
 The data will help an organization to emphasize
on the affected consumer buying behavior and
thus arrive at valid conclusion (Kim, Han, & Kim,
2017).

List of the information Sought via research
accompanied by Validation
 The different channel of digital media will
lead to influence the consumer buying
behavior
 The information on the different channel of
digital media will help the marketing managers
in making a feasible decision in terms of
influencing the buying behavior of customers
(Evans, 2015).

List of the information Sought via research
accompanied by Validation
The global picture about the issue:
 The data will provide the marketing manager
global context of the issue and how the others
in the industry are trading with the concern.
Advanced digital technology in influencing
consumer buying behavior:
 It is essential for Park Hyatt Sydney to
benchmark with high performers in a similar
field or those who have undergone similar
concerns (Casidy, Wymer, & O'Cass, 2018).

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
context of Park Hyatt Sydney

References
 Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality
marketing. UK: Routledge.
 Evans, N. (2015). Strategic management for tourism, hospitality and
events. UK: Routledge.
 Minazzi, R. (2015). Social Media Impacts on Travel Suppliers: Social
Media Marketing. In Social Media Marketing in Tourism and
Hospitality (pp. 77- 126). UK: Springer, Cham.
 Park Hyatt Sydney (2018). Overview. Retrieved from:
https://in.hotels.com/ho122155/park-hyatt-sydney-the-rocks-australia
/
 Ullah, F., Sepasgozar, S., & Wang, C. (2018). A Systematic Review of
Smart Real Estate Technology: Drivers of, and Barriers to, the
Use of Digital Disruptive Technologies and Online Platforms.
Sustainability, 10(9), 3142.
 Yürük, P., Akyol, A., & Şimşek, G. G. (2017). Analyzing the effects of
social impacts of events on satisfaction and loyalty. Tourism
Management, 60, 367-378.