Managing International Hospitality Service Experience in Hilton Hotel

This research report discusses the management of international hospitality service experience in Hilton Hotel. It includes the analysis of the impact of hospitality service experience, evaluation of strategies for managing effectiveness, and identification of challenges faced by Hilton Hotel. The report also explores the conceptual framework, research questions, aims, and objectives of the study. Additionally, it provides a review of literature on the importance of hospitality service experience, strategies used in the industry, and challenges faced by the hospitality sector. The methodology approach includes a quantitative research method and subjectivism paradigm. Overall, this report provides insights into the management of international hospitality service experience in Hilton Hotel.

Hospitality Marketing

TABLE OF CONTENTS
1. Introduction to Research Problem...............................................................................................3
2. Conceptual Framework................................................................................................................3
2.1 Research question..................................................................................................................4
2.1 Aim of study..........................................................................................................................4
2.3 Objectives of Study................................................................................................................4
3. Review of Literature....................................................................................................................5
3.1 Introduction to the Hospitality Service Experience...............................................................5
3.2 Importance of Hospitality Service Experience......................................................................5
3.3 Strategies of Hospitality Service Experience.........................................................................6
3.4 Challenges of Hospitality Service Experience.......................................................................6
4. Methodology Approach...............................................................................................................7
5. Approach one...............................................................................................................................7
5.1 Research Paradigm and Philosophies....................................................................................8
5.2 Research Approach and Design.............................................................................................8
5.3 Method of Research...............................................................................................................9
5.4 Sampling................................................................................................................................9
5.5 Validity and Reliability .........................................................................................................9
5.6 Ethical Considerations.........................................................................................................10
6. Approach two.............................................................................................................................10
6.1 Research Paradigm and Philosophies..................................................................................10
6.2 Research Approach and Design...........................................................................................11
6.3 Method of Research.............................................................................................................11
6.4 Sampling..............................................................................................................................12
6.5 Validity and Reliability .......................................................................................................12
6.6 Ethical Considerations.........................................................................................................12
7. Evaluation..................................................................................................................................12
REFERENCES..............................................................................................................................14

1. Introduction to Research Problem
Research is described as the systematic approach for the investigation on a specific topic
which helps to increase the knowledge. This involves the range of methods used for gaining the
better understanding about the topic. When it is about the research on some business topic it
helps to identify the opportunists and challenges and key aspect which influence the business
activities. This research includes two approach for evaluating one research problem. This report
carries the discussion on managing the international hospitality service experience of Hilton
hotel. According to the methodologies preferred for studying the given problem, it finds out
which is appropriate technique for the research. Also, it gives brief idea about the research
paradigm and philosophies, methods, approaches, sampling criteria. It discovers the validity and
reliability of the data with ethical consideration. Researcher try to explain their views about
using the techniques and its necessity in this study. Further this research contains the evaluation
part in which the assessment on the given techniques are mentioned by comparing them and
evaluating the suggested methods. So it gives the proper understanding about the research
approaches and its significance for the topic and which one is suitable for the study purpose.
2. Conceptual Framework
Conceptual framework is defined as the subject area in which the study is done and its
factors, key terms, concepts related to the topic and majorly their relationship in the study (Khan,
Garg and Rahman, 2015). It consists of the main topic of the study along with its structure which
is followed in the research and then its analysis and proper framework which is used to conduct
the research.
Such as the suggested topic for the research is
Managing the International Hospitality Service Experience in Hilton Hotel.
It is dependent on the services which are provided by the hotels to their consumers to gain
competitive advantages and achieve the market value. It helps to improve the services they
provide by analysing the current scenario at hotels. Study establishes better understanding for the
researcher to find that how to manage the services in international hospitality services
experience. The conceptual framework help to evaluate the two approaches and make
comparison of these two ways for the evaluation that which is suitable approach for the research
(Buonincontri and et.al., 2017). Further investigation gives the necessary knowledge about the
factors and term that are used to make research and then its relationship.

In this research for the management of the international hospitality service experience,
Hilton hotel is used for the reference and get the insight view about the topic to study. Several
websites related to hospitality industry is studies and their related topic which gives better
understanding.
Operational Terminology
International Hospitality Management- This is the area in which the students can build their
career in hotel and tourism industry at global level.
Hotel service- Hotel provides care to their guests during their stay in the hotel, it involves the pre
and post stay care as well. Work which are done by the staff members of the hotel, so that
consumer will not face any inconvenience (Hwang and Seo, 2016).
Customer Service experiences- Hospitality sector basically provides the service which included
interactions with the consumer by the supporting agent which help to resolve the issues.
Experience from the service creates a sentiment in the guest's mind, so it impacts positively in
the business.
2.1 Research question
 What are the impacts of hospitality service experience?

 How the strategies are effective in managing International hospitality service experience?
 Which challenges are faced by Hilton Hotel in managing effective hospitality service
experience?
2.1 Aim of study
To Assess the Management of International Hospitality Service Experience in Hospitality
Industry- A Case Study on Hilton Hotel.
2.3 Objectives of Study
 To analyse the impact of hospitality service experience.
 To evaluate the strategies for managing effectiveness of International hospitality service
experience.
 To discover the challenges faced by Hilton hotel in managing effective hospitality service
experience.
3. Review of Literature
3.1 Introduction to the Hospitality Service Experience
According to Manhas and Tukamushaba, 2015 hospitality industry is defined as the
number of services and businesses are associated to provide the customer satisfaction.
Hospitality denotes to take caring the guess come at home for visit and gives them comfort.
Similarly, the hospitality industry helps defines the same meaning but with different perspective,
in which the profit earning main motive for the company. By focusing on the demands of the
consumers, it gives the necessary idea about the luxury, enjoyment, pleasure and experiences for
the customer for their satisfaction. So it includes care depending on the necessities and
importance.
As per the words of Kandampully, Zhang and Bilgihan, 2015 hospitality sectors includes
the casinos, restaurants, hotels, entertainment, events, travels and tourism, cruises related
services. Hilton hotel is the brand name in the hotel industry, it provides world's best luxurious
services to their guest and maintain the rand loyalty. So it can be say that from the marketing
perceptive, consumers are the real reason for the existence of the company. Customer
satisfaction is the main purpose of the organisation, so it helps them to take the competitive
advantage and less the risk of instability in market.

3.2 Importance of Hospitality Service Experience
According to Kang and et.al., 2017 hospitality industry is not just a business, while it is
important for the employees, economies and consumers. So their primary motive is to provide
best services with high quality and improving for the better establishment and the consumers
feels welcomed at their established places. It is very necessary to provide positive customer
experience, so that it helps in increment in consumer retention rates, and customers loyalty. Also,
it encourages more positive feedbacks from the guests who utilise the services. These reviews
are further used for the change management and improvement in the services they are currently
giving to their customers.
According to the view of Bowie and et.al., 2016 every business have to consider that
providing better customer services and it makes happy clients. It is most important part of the
hospitality sector that providing better consumer services and engaging them with brand, leads to
success and developing fast in market. Improvement is the key in the hotel business which drives
the customer satisfaction. From the marketing point of view hotels needs to regular improve in
their facilities and products, it builds their image in market, it gains the more customers and at
season time it gets previous booking. Also, the market share increases and more investors are
interested to associate with the established brand. It helps the hotel for expansion at global level
for generating more revenue.

3.3 Strategies of Hospitality Service Experience
As per the words of Liat and et.al., 2017 hospitality industry faces most rapid changes in
consumers demands, behaviours, expectations and preferences. Those properties which help the
consumers to achieve memorable experiences by providing personal touches, unique amenities
and great customer services will gain the consumer loyalty, oral referrals from the guests,
positives feedbacks on digital media like social networking sites. Strategies followed by the
hotels for the improvement in the current service's hotel use personalize strategies in which their
reservation system, service optimization, customer relationship management. So they set each
thing which are accommodating consumers can be customised. Next strategy is offering
complementary and freebies services to their guests for example it has complementary breakfast,
travel facility , etc. which are free of cost available. Implementing technology in rooms this
strategy help the hotels to gain more consumers as this makes the entry and stay easier through
technology, like they have WI-FI facility, TV other things which makes the stay easy. Be
proactive strategy help the consumers their problems, if there is any issue to the guest it is solved
by the staff at a time, so that it capture the customers attraction and satisfy with their solution.
Repeat gussets received rewards it helps to gain the consumer loyalty and retention rate, if thy
visit again then they will get chance to win rewards either in discounts of the price of stay or gift
vouchers. Offer range of communication channels this strategy is very beneficial for both
customer and hotel, they can easily gain the customer and customers easily book their stay.
Improvement in customer touchpoints strategy, hotels has the customer journey map so that they

can identify the consumers touchpoints from the pre booking to post stay. This includes ranges of
things which touches the heart of the customer, so hotels can improve in them as well.
3.4 Challenges of Hospitality Service Experience
According to O'Cass and Sok, 2015 international hospitality industry is evolving
vigorously, so there are lots of challenges faced by the hotels and it impacts in the service
experiences for the consumers. Rapid change in market, as the market fashion is changing
rapidly which creates barriers for the hotel to implement changes so fast. Change in consumers
demands, it impacts the business as they can't assume what their customer can demand for.
Change in employees demand, staff of the hotel may have demands like they want flexible work
policies, less motivations so it creates barrier to achieve customer satisfaction. Hiring and
selecting the staff, it is very difficult to find the right candidate for staffing. Operational issues,
there may be any kind of issues raised due to improper coordination, bad communication and
also due to mutual conflicts between the employees. Rising in the prices of consumables which is
impossible to provide each and everything anytime in the hotel, so sometimes it may lead to
unsatisfactory in guests. Housekeeping issues, it is the main department for the hotel because
cleanliness is needed and it is very necessary to maintain the hygiene. If the staff does not
properly work then it may create the bad image in the public. Change in guests expectations as
the demands changing it can't be identified that what are the expectation of the guests, this also
leads to unsatisfactoriness in consumers if their requirements are not meet up with the available
services. Irregular cash flows, there may be fluctuations in market so it impacts on cash flow.
Data security is a big issue nowadays, as the privacy of the customer is major concern, data
security of the guest is very serious issue. If there is any leakage of important data from the hotel,
it would impact on the hotel's image in market it might loss the trust of people.

4. Methodology Approach
Methodological approaches, this is the way to carry out the research on particular topic.
In this report carries two approaches for the study which are further use for the evaluation.
5. Approach one
Quantitative research method is used as the mono method. In this research criteria, data is
collected on the numerical basis which explains the scenario. So this data is based on
metamathematical methods and analysis is easier because it is in statistics form. Quantitative
research approach gives large number of information and data collection is matched with the
research topic, its cause, impacts and also the theories are tested for the implication on the study.
For better understanding the market size, market penetration, market shares and growth rates are
measured by using quantitative approach (Martínez and Nishiyama, 2019). Also, it helps to
gather the data about the consumers' expectation, service experiences, satisfaction, motivation
etc. This analysis produces the statistical form of data which help in the systematic
understanding and evaluating the result.
5.1 Research Paradigm and Philosophies
Philosophies which are adopted to make the research and gain knowledge about the research
phenomena. So it is gives the proper understanding on the research topic, while attempt to

explanation. Paradigm consists the philosophies proposed by the researcher for which relate to its
research. Explained as :
Ontology- it is defined as the study considered by the researcher, that how it wants to carry out
the research about topic. It denotes to the existence of the philosophies and nature of event.
Axiology- it explains the research conducting criteria of the researcher for the data collection and
interpretation.
Epistemology- is gives the idea about how the knowledge acquired for the particular event.
Research is conducted by using ontological approach. This is subjectivism paradigm in
which the research is carried out by analysing the reality and the assumptions possessed by the
researcher of the study about the working manner of the people and its views in particular
direction (Roy, Hall and Ballantine, 2016). Ontology paradigm describes concepts related with
the topic and the factors associated with it, it establishes the relationship between the concept and
social actors of community. Subjectivism approach explains that the consequent and perception
actions some social factors create the social event. For understanding the customers motivation
and perspectives for the hotel industry service experience, real and detail study is necessary.
Consumers have different levels for the customer experiences at hotel, and they might face
different situation which impact their views. This is relativist perception of the guests at hotel
and their personal interpretation affect the nature and actions require fort eh research because it
is viable at different level.
5.2 Research Approach and Design
Deductive approach is sued to carried out the research in which the main goal is attained
the verification of the philosophy or theory. It directly influences on the data collected at primary
level, these works for the setting of the framework for the research. This approach helps to
identify the theory is confirmed or not by evaluating the result. Research design helps to gather
the data based on conducting the survey in which questionnaire is used for analysing the hotel
service experience on the customers (Opie, 2019). So this design denotes to exploratory and
cross-sectional nature. This types of design help to know the view on the particular event at
particular time. This helps to carry out the research on the managing the service experience in the
hospitality sector with range of questionnaire, it helps to gain the views of the consumers about
their motivation. Also, the hotel motivation is major aspect to be concerned. So the participants

in the research help to gain the perspectives on the topic, it easier for the researcher to conduct
the research.
5.3 Method of Research
Questionnaire is sued to conduct the research. Hilton hotel is used for the study about
managing the service experience in hotel industry because this place is suitable for the
conduction of the study, as it is being working in direction for giving better customer service. It
helps them to improve their services and proper management about their services. It influences
the consumer mind, as they gin positive experiences at their hotel during their stay.
Questionnaire aim to research about the hotel's perspective for the improvement and current
services they are providing and consumers view that what makes their experiences better and
what more they want from the hotel to do (Luton, 2015). Questionnaire aims to identify that the
participants answer are matching the given theories from the outcome of the result and develop
the framework for the study.
5.4 Sampling
Sampling is done randomly, in which small scale group are chose to conduct the study.
Individuals get the chance to be selected from the large group (population) it brings the result
with no partiality. As the generated result is unbiased will give the proper idea about the vies of
the participants. Also, the customers of the hotel can be chosen to ask questions, the data is
collected from the customers who stayed previously in the hotel (Kruth, 2015). Collecting the
data from the online resources is possible for increasing in the size of the sampling. Like Hilton
Facebook page, Hilton blogs, Hilton website and also their customer review books. This helps in
collecting the data about the service experiences. Further it helps top evaluate the data in
systematic manner.
5.5 Validity and Reliability
Validity denotes to the level truthfulness of the research findings. This proves the sample
gathered for the research are true or not and helpful for the study or not. Data is originated from
the original sources which proves that the data collection is trustworthy and it helps to know the
accuracy of the measures. Data gather from the questionnaire is true because it contains the
different opinions of the people which are based on the real phenomenon faced by them during
their stay at Hilton hotel.

Reliability defines the consistency the data. It is about the stability of the information, so
that it can help to validate the data (Creswell and Creswell, 2017). Data is stable, as it is
collected from the customers who stayed there, so it gives the proper guidance about the
research. Information sourced from the consumers of the Hilton hotel which is consistent
because the individual can't change their perspective again and again.
5.6 Ethical Considerations
Ethical consideration in the research is about prevention of the rights of the participants
and make sure that physical or mental harm is not done during the survey. So it should be
evaluated before making any research about the potential harm. It minimises or removes the risk
of the harming anybody. Ethical consideration for the research are maintaining confidentiality of
the participants, protection of their rights, data protection, environmental protection, debriefing
about research in which the purpose and topic is mentioned for the study (Mayoh and
Onwuegbuzie, 2015).
6. Approach two
In second approach quantitative and qualitative both methods are used for the data
collection. This is denoted as mixed approach for the study, so this helps in evaluating the both
quantitative and qualitative data (Rantala, Rokenes and Valkonen, 2018). As the quantitative
approach is discussed in the previous section. It focuses on the qualitative data which helps to
know the consumers satisfaction and managing hospitality service experience. It emphasises
majorly to collect the data about the meanings and concepts and different perspective and
surrounding relate to the topic. Data originates form the social sciences and consumer behaviours
in non-numerical form. Mixed approach focuses on the ways of the data collection using
quantitative and qualitative methods simultaneously for better understanding and gaining
knowledge.
6.1 Research Paradigm and Philosophies
Mixed approach is used in the second method, it brings the pragmatism philosophy.
Pragmatism is the resultant comes out from the situation, actions and consequences, it ignores
the previous conditions for the study (Armat and et.al., 2018). This philosophy emphasis on the
research criteria and approaches which are available for the study and does not focus on the
methods for obtaining the study. This develops the significance and valuable data form the
research by approaching right direction and implementing suitable philosophy. Pragmatism help

to collect the data from the interpretivist and positivist positions by integrating both the methods.
It helps to collect diverse data which creates better understanding about the research phenomena.
Pragmatism philology implication help to measure the data collected from the random people or
consumers of the hotel but also the expert group opinion can be taken for the data collection (Sik,
2015). As the topic says theta managing the service experience in the hotel industry for Hilton
hotel. This benefits in terms of the gathering the data it gives criteria for the analysis from
different perspectives. Also, the insight knowledge is gained through this approach.
6.2 Research Approach and Design
Inductive and Deductive Approaches are used. Inductive approach turns the scope
narrower by having particular research question, while the deductive approach indicates towards
starting of the research is usually a hypothesis. Deductive is associated with quantitative method
while inductive approach is joined with the qualitative research. As the quantitative method is
discussed in the previous section, so now the qualitative data is analysed by using the inductive
approach for the data collection as it maintains the quality of the information gathered from the
different sources (Marshall, Brereton and Kitchenham, 2015). It develops the framework for the
evaluation of data from the experts. It creates the sustainable future of the Hilton hotel for the
management of the services experiences, and they can improve in their services.
Research design is used as explanatory sequential in which the quantitative and
qualitative data are integrated to evaluate the research. Also, this will give the deep assessment
on the topic as it has explanation about each thing. Like the semi interviews are conducted,
reviews are analysed for the data collection.
6.3 Method of Research
Quantitative research approach uses the survey questionnaire which possess the different
opinions of the people on the location. Next fort eh qualitative research the semi structured
interview are conducted on the group of experts. They share their views about the management
of the service experience in hotel industry. Using the Hilton hotel for insight view about the
topic, its services experiences are more understandable. So the primary data is collected by the
quantitative data collection approach while the secondary data collection approach is used for
making the literature review (Newcomer, Hatry and Wholey, 2015), this will bring more ideas
about how to conduct the questionnaire with the experts. So it would be better to consider the
semi structure interview as it gives the opportunity to describe the topic for the study more

effectively (Remoaldo, and et.al., 2019). As it is conducted by face to face or telephones, so the
information bring form this sources will give the proper analysis of data.
6.4 Sampling
The sampling is done on the expertises opinions, it is not randomised research. These
experts give the knowledge about the managing the service experience in hotel industry in well
manner, and they have proper idea how to explain the answer for the question, as they are
professionals. So the experts chosen for the study should have deep knowledge about the topic
because their contribution in the research in very important.
6.5 Validity and Reliability
Reliability, two approaches use to conducting the research, if the data is not matched with
each other, then it can be conducted again. As the semi structured interviews and surveys are
used to make the researches. This can be duplicate again to make the research again. Also, the
techniques consistent while the views of the people can be changed according to the phenomena.
Validity, both techniques of the data collection are appropriate and the research findings
are true because they are based on the face to face interview or phones calls in case of the semi
structured interview and in second method the survey is conducted in which the data is also
collected from the original sources (Kandampully, Zhang and Jaakkola, 2018).
6.6 Ethical Considerations
Similarly, to approach one for the research, ethical consideration denotes to the same
criteria in which the prevention of the human rights are considered. Also, the confidentiality of
the data gathered from the people with the group of the experts and surveys are conducted this
should be private. Data protection about the person that their name can be related while other
information are kept secret. It does not possess any harm either mentally or physically to the
person. Environmental laws are prevented (Morgan, 2016). Place where the research is
undertaken is set to be public.
7. Evaluation
In approach one mono method in which quantitative method for the data collection if
sued in which the data is gathered on the basis of the survey questionnaire is used. The research
is made randomly, people chose for the study are picked up for the population, and they can
share their opinion. The survey can be conducted by using the written form or orally asked
questions about their customer services experience at Hilton hotel. But there may be some issues

is this approach like it may be possible that the person chosen for sharing its view might not
relate to the topic or they may not have knowledge about the Hilton hotel services experience.
While in second approach mixed method is used to conduct the research. It has
combination of both quantitative and qualitative research approach. As this ha primary data
collection and also it contains the secondary data collection so it helps at different level. As this
give the deep assessment on the research on the management of the service experience at hotel
industry because in this methodology, along with survey, an additional group of experts is
included for the study. So the secondary data helps to know how to conduct the study. It brings
more ideas for making the research at broad level by analysing more points. In this research
approach the validity and reliability of data is sure because it contains the experts views.
After analysing both the approaches, researcher choose the second approach as it justifies
the aim and objectives for the research topic. It gives deep understanding about the management
of the services experience because it carries the opinions of the experts who are professional in
this field. Also, the random survey is conducted which help to gain the real data about the topic,
it contains large number of information for the improvements. Service experiences by the
consumers during their stay in hotels and post stay as well. So this is more suitable approach for
the study.

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