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

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).