Digital Marketing Impact on Hotels

This assignment examines the impact of digital marketing on hotels, drawing upon research and industry trends. It requires students to analyze various digital marketing techniques used by hotels and their effects on customer engagement, brand loyalty, and overall business success. The analysis should encompass both quantitative and qualitative research methods, highlighting the importance of data-driven decision-making in today's competitive hospitality landscape.

Research proposal
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TABLE OF CONTENTS
Background......................................................................................................................................3
Overview of company..................................................................................................................3
Rationale of the study..................................................................................................................3
Research aim and objectives........................................................................................................3
Research questions.......................................................................................................................4
Significance of study....................................................................................................................4
Literature review..............................................................................................................................5
Tools of digital marketing............................................................................................................5
Role of digital marketing on performance of hotel industry........................................................6
Research methodology.....................................................................................................................7
Types of investigation..................................................................................................................7
Research design...........................................................................................................................7
Research philosophy....................................................................................................................7
Research approach.......................................................................................................................8
Sampling......................................................................................................................................8
Data collection.............................................................................................................................8
Data analysis................................................................................................................................9
Ethical consideration..................................................................................................................10
Gantt chart and sources..................................................................................................................10
REFERENCES..............................................................................................................................12
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Title-The new era of digital marketing and its impact to hotel industry. Case study: Leela
Palaces, Hotels and Resorts.
BACKGROUND
Overview of company
The Leela palaces, hotels and reports is an Indian luxury hotel group. It was founded in
1987 and owned by The Leela Group. It has several properties such as Leela Palace Banglore
and The Leela Mumbai as well as The Leela Goa resort. The Leela Mmubai started in 1986 and
after that Leela Goa was started in 1991. Furthermore, The Leela Palace Udaipur was started in
2009. This palaces provides wide range of luxury services to number of buyers who visit India
every year. Leela Palaces conduct several marketing activities for the purpose of increasing sales
turnover and increasing customer base. However, issues related to competition is faced because
of uniqueness of products and services. Furthermore, organization uses effective methods for
marketing of services such as Celebrity endorsement and other related activities. This aspect
tends to support company in increasing sales turnover and meeting expectations of buyers in an
effectual manner. However, online marketing is also used by firm where special offer are
highlighted. The effective of special offer tend to motivate consumers to take frequent purchase
decision related to dinner, stay or visit purpose.
Rationale of the study
In modern era competition has been increasing at rapid speed. Owing to this, it becomes
critical for company to retain buyers and attract them towards organization. For this purpose
present study will be conducted to assess impact of digital market on hotel industry. This will
helpful to analyze the importance of digital market for businesses operating at international level.
Thus, present study is conducted just for the purpose of gaining competitive edge thereby
company can easily retain its buyers for loner time span. Furthermore, the scenario of customer
satisfaction is also linked with study because hotel industry uses digital market for raising
awareness of consumers related to lucrative offers available in the market.
Research aim and objectives
Aim and objectives for current study will be formulated as follows which support
research in collecting both primary and secondary information in an effectual manner. These are
as follows-
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Aim-To assess the impact of digital marketing on hotel industry. Case study of Leela Palaces,
Hotels and Resorts.
Objectives
 To examine tools of digital marketing
 To analyze the role of digital marketing on performance of Leela Palaces
 To provide recommendations for effective use of digital marketing to determine long run
growth and success of Leela Palaces.
The aforementioned objectives states that tools of digital marketing will be analyzed by
research via selection of different secondary sources. In the same manner, both primary and
secondary data will be used for meeting second research objectives. This tends to help researcher
in meeting research aim and objectives in an effectual manner. Similarly, third objectives is
showing that research will highlight different ways for effective use of digital marketing ti
improve performance of organization in the marketplace.
Research questions
Research questions for current study will be prepared as follows which will consider
research objectives into mind. It assists scholar to gather large amount of information in the
direction of research aim and objectives. Hence, following research questions will be taken into
account even at the time of collecting primary data. Furthermore, questionnaire will also be
prepared by considering the same. These research questions are prepared as follows-
 What are tools of digital marketing
 What is the role of digital marketing on performance of Leela Palaces?
 What are different ways to use digital marketing for long run growth and success of Leela
Palaces?
Significance of study
Marketing of any organization is very important as it support corporation to expand at
global level and cater need of different kind of buyers. It is the only marketing through which
information related to products and services is communicated among end users. The present will
be helpful for different parties associated such as scholars, researcher and hotels. This is because
study will provide basis for other scholars whereby they can easily conduct their thesis.
Furthermore, researchers will get information at the time of accessing secondary information.
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Apart from this, hotel industry will be able to face competition by placing attracting
advertisement with use of digital market.
LITERATURE REVIEW
Tools of digital marketing
There are different tools of digital marketing such as social media, internet marketing, E-
mail and Pay per click. Along with that, link building, video marketing and Google analytics are
some of the effective tools of digital marketing. According to Abu and et.al., (2012) social media
is the imperative aspect for marketing of product and services in hotel industry. This is because
of low cost, high customer base and detail conversation with buyers. For example, creating a
page on social media an organization can easily attract more buyers which leads to increase sales
turnover of the same. Harden and Heyman (2009) reported that digital market provide chance to
compare commercial advertisement for consumers which give ease in attracting them towards
companies. Here, Twitter, Facebook and Linkedin facilitates many of hotels sectors to do B2B
and B2C marketing. For instance, company uses Linkedin for approaching its specific clients
through professional manner. On the other hand, general community will be targeted by using
landing page conversation, E-mail and Search Engine marketing (The Importance of Digital
Marketing, 2016).
Michaelidou, Siamagka and Christodoulides (2011) asserted that hotel industry need to
stay in touch with its buyers on continuous basis. This is effective manner to get their feedback
for services rendered which leads to bring modification accordingly. At the same time, video
marketing is also important wherein company target its customers by displaying right kind of
advertisement. Furthermore, pay per click is effective procedure through which buyers are
provided convenient purchasing system. Under this online booking can be done by availing
discount during some occasions. Shuai and Wu (2011) stated that E-mail marketing is useful for
existing users whereby hotels targets their buyers on time to time in order to retain them for
longer time span. Similarly, newsletter and other related tools are used for attracting more buyers
and enabling them to take purchase decision.
Role of digital marketing on performance of hotel industry
Tiago and Tiago (2012) reported that digital marketing is effective mode of two-way
communication between customers and hotels. This gives an opportunity to hotels for assess
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requirement of buyers in accordance with feedback given by them. For instance, hotels uses
online booking system along with full marketing of services. This enables consumer to read
detail information provided on internet and accordingly take right action for purchasing products
and services. However, it becomes more convenient to compare among services where unique
identity of specific hotels make it possibles to retain buyers. Bengtsson, Boter and Vanyushyn
(2007) argued that direct communication is very important for an organization with its users.
However this aspect in modern era come realized only with use of digital marketing. It can be
critically evaluated that, for implementing modern marketing procedure company require huge
initial investment. At the same time, marketing experts need to apply effective strategies for
accomplishing long as well as short term objectives of hotels.
According to Harden and Heyman (2009) modern marketing tools facilitates to create
image of organization through promotion services beyond the boundaries. Not only this but
services will also be promoted at international level which will have direct impact on
profitability and competitive edge. The reason behind the same is popularity of digital market
among businesses. Owing to this, use of digital marketing makes it possible for hotel industry to
attract visitors across the globe. A critical evaluation can also be seen in term of unhappy buyers
which spread negative views of hotels by the use of social media. At this juncture, it is very
important for corporations to place right information and gap between actual and placed
information must be equal to nil. This way hotels can create their goodwill among users or
buyers. Furthermore, Michaelidou, Siamagka and Christodoulides (2011) reported that some of
the important information are always kept into mind by marketing personnel of hotels for
appropriate use of digital marketing. For example, encouraging engagement by making different
groups of customers in accordance with their interests. These groups will be formed in
accordance with business purpose and specific requirement of clients.
RESEARCH METHODOLOGY
Types of investigation
There are two main types of research investigation such as qualitative and quantitative.
Here, quantitative research is used to assess relationship between two variables which ensure
inclusion of statistical techniques. However the present study is just based on theoretical aspect
which will be completed through in-depth analysis (Bhattacharyya, 2009). The current study will
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be based on qualitative type of investigation which covers theoretical aspect of study which
detail analysis. Present study on impact of digital marketing on hotel industry will be conducting
through qualitative analysis. Under this, research will use qualitative types of techniques for
analysis of data which proves to be effective in producing valid outcome (Bruce, 2009).
However, this type of investigation will be selected because of involvement of human aspect into
study whereby huge amount of data will be collected in an appropriate manner. Therefore, reason
behind selecting qualitative type of investigation is to conduct in-depth analysis digital
marketing.
Research design
Research design is considered as important element to present outcome or findings of
study in an appropriate manner. There are different research design such as exploratory,
explanatory and descriptive. Here, exploratory research is generally used where the problem has
not been identified yet. On the other hand, explanatory research is used to uncover new ideas for
conducting study in specific field (Grafton, Lillis and Mahama, 2011). In addition to this,
descriptive research is used in qualitative type of investigation under which characteristics of
targeted population are studied. It reflects that current study on assessment of digital market on
hotel industry will be based on descriptive research design. It aids to accomplish research
objectives and aim of the study on right time.
Research philosophy
Research philosophy is based on assumption, belief and values of researcher. Basically
interpretivism and positivism are used for dissertation. Here, positivism research philosophy is
generally used in quantitative research where research basically uses facts and figures to reach at
research aim (Ihantola and Kihn, 2011). On the other hand, interpretivism research depicts that a
single fact has multiple truth and accordingly research apply his own assumption. It reflects that
present study will be based on interpretivism philosophy which leads to fulfill all research
objectives. Thus, use of selected philosophy support researcher in collecting large amount of data
in accordance with based assumption and values of scholar.
Research approach
Research approach refers to the procedure for collection of primary and secondary data
for the purpose of accomplishment of aim of study. There are two basic research approaches
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such as deductive and inductive (Franklin, 2012). Deductive approach move towards specific to
general issues of research which generally more suitable to quantitative study. However,
inductive approach make it possible for scholar to move from general to specific (Hemmington
and King, 2000). It reflects that current study will be based on inductive research under which
general information related to digital marketing will be gathered and then specification will be
ensured for assessing effectiveness of the same in hotel industry. The reason behind selecting
inductive approach is to conduct in-depth analysis for meeting research aim and objectives.
Sampling
Sampling is the procedure of selecting target population for study. As it is not possible to
collect data from entire population because of time and cost constraint. Owing to this,
representative people will be selected so they can easily provide detail information related to
topic of research (Johnson and Christensen, 2008). There are different types of sampling design
such as probability and non-probabilistic. The non-probabilistic sampling does not provide equal
chance to select respondents in the study. However, selection of research design is based on
requirement of research. Current study will be based on probability sampling where respondents
get equal chance to get select in the study. Furthermore, different methods such as quota,
snowball, judgment and simple random (Lennon. 2003). The current will make use of simple
random sampling where marketing personnel of Leela palaces will be selected. Sample size is
also very important for select target population hence current study is base don 20 marketing
personnel associated with Leela Palaces. By using appropriate sampling size and design research
make it possible for reach at research with accomplishment of set objectives.
Data collection
Data collection method is important part of research methodology as it supports research
with collection of large amount of primary and secondary data. Primary are collected at first
hand whereas secondary data are already collected by others. Use of secondary data are ensured
with specific purpose of study which leads to meet research objectives effectively (Nunkoo and
Smith, 2014). Current study will be based on both primary and secondary information whereby
effectiveness of digital marketing can be assessed in term of hotels' growth and development. For
collecting primary data questionnaire method will be used. Questionnaire of study consists of
both open and closes ended questions which proves to be effective for fulfilling research aim and
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objectives (Saunders, 2003). The research will make structured questionnaire through which
respondents can easily understand each questions and reply with clear understanding. On the
other part, collection of secondary data will be done by using different sources like journals,
books and online material. It leads to collect large amount of information to reach at valid
outcome on right time. Therefore, data collected from primary and secondary sources are
important for researcher.
Data analysis
Data analysis is also important part of research methodology which proves to be effective
in presenting results. There are two types of techniques for data analysis such as qualitative and
quantitative. The quantitative studies tend to use different statistical tools like correlation,
regression and other related techniques. At the time, Chi-Square is also applied by using SPSS
which tends to support research in accomplishing research objectives. It facilitates researcher to
reach at valid outcome (Abu and et.al., 2012). On the other hand, current study will be based on
qualitative study hence thematic analysis will be used. Under this, themes will be prepared in
accordance with research question. All formulated themes will be then presented with graph and
frequency table. It proves to be effective in reaching at research objectives in an effectual
manner. Furthermore, research themes prepared in data analysis segment will be having detail
analysis of results (Bruce, 2009). These results will be explained in the light of research aim and
objectives. Hence, current study will be completed in accordance with qualitative aspect where
in-depth analysis of results or outcome will be presented. In addition to this, the data analysis
chapter will be done by presenting consistency of primary and secondary information that in turn
reduce gap between actual and expected outcome to a great extent.
Ethical consideration
Ethics is very important in every research as no any study is completed without
complying ethical aspect. There are several issues which might occur while completing entire
study owing to this research take care of the same. Current stud will be applied both primary and
secondary data where it is very important to ensure ethical aspect at the time of collection of data
(Ihantola and Kihn, 2011). For this purpose, all private information of respondents will be stored
with confidentiality and they will not be forced to participant in the study. In-spite before
conducting study all respondents will be communicated clear purpose of study ad its potential
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impact on different parties. Furthermore, all secondary information will be collected from
authenticated sources. Here, some of the sites might not give permission to access data where
research will get prior information (Hemmington and King, 2000). It proves to be effective in
completing entire study on right time. Therefore, ethical aspects will be considered in the study.
GANTT CHART AND SOURCES
Gantt chart is very important to conduct on right time. The following Gantt chart is
showing all activities to be covered in the study in future. It reflects that preparation of proposal
will be take approximate time. Research proposal will be completed in two weeks whereas
literature writing will require 1 week (Johnson and Christensen, 2008). Furthermore, research
methodology will be completed in one week. In addition to this, data collection will require two
weeks whereas same time will be required for completing the last chapter of study. Furthermore,
monetary resources will be required to complete the study. At this juncture, 50 pound will be
required in collection of both primary and secondary data. Other than that, 30 pound will be
required in completing study on stationary.
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Data analysis
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Conclusion
and
recommendat
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Final
Submission
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REFERENCES
Journals and books
Abu, R. and et.al., 2012. Hospitality and Tourism. CRC Press.
Bengtsson, M., Boter, H. and Vanyushyn, V., 2007. Integrating the Internet and Marketing
Operations A Study of Antecedents in Firms of Different Size.International Small Business
Journal. 25(1). pp. 27-48.
Bhattacharyya, K. D., 2009. Research Methodology. Excel Books India.
Bruce, L., B., 2009. Qualitative Research Methods for the Social Sciences. Seventh Edition.
Boston MA: Pearson Education Inc.
Dale, G. and Oliver, H., 2005. BTEC National Travel and Tourism. Heinemann.
Franklin, M. I., 2012. Understanding Research: Coping with the Quantitative-Qualitative
Divide. London and New York: Routledge.
Grafton, J., Lillis, M. A. and Mahama, H., 2011. Mixed methods research in accounting.
Qualitative Research in Accounting & Management. 8(1). pp.5–21.
Harden, L. and Heyman, B., 2009. Digital engagement: Internet marketing that captures
customers and builds intense brand loyalty. AMACOM Div American Mgmt Assn.
Hemmington, N. and King, C., 2000. Key dimensions of outsourcing hotel food and beverage
services. International Journal of Contemporary Hospitality Management. 12 (4). pp.256
Ihantola, E. and Kihn, L., 2011. Threats to validity and reliability in mixed methods accounting
research. Qualitative Research in Accounting & Management. 8(1). pp.39–58.
Johnson, B. and Christensen, L., 2008. Educational research: Quantitative, qualitative, and
mixed approaches. Thousand Oaks, CA: Sage Publications.
Lennon., J., 2003. Tourism Statistics: International Perspectives and Current Issues. Cengage
Learning EMEA.
Michaelidou, N., Siamagka, N. T. and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and medium
B2B brands. Industrial Marketing Management. 40(7). pp. 1153-1159.
Nunkoo, R. and Smith, J. L., 2014. Trust, Tourism Development and Planning. Routledge.
Saunders, M., 2003. Research Methods for Business Students. Pearson Education.
Shuai, J. J. and Wu, W. W., 2011. Evaluating the influence of E-marketing on hotel performance
by DEA and grey entropy. Expert Systems with Applications. 38(7). pp. 8763-8769.
Tiago, M. T. and Tiago, F., 2012. Revisiting the Impact of Integrated Internet Marketing on
Firms’ Online Performance: European Evidences. Procedia Technology. 5. pp. 418-426.
Online
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The Importance of Digital Marketing. 2016. [Online]. Available through:
<http://www.businesszone.co.uk/community-voice/blogs/johnsollars/going-up-the-impact-
of-smartphones-on-ecommerce>. [Accessed on 23rd April 2016].
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