Social Media Impact on Marriott Hotel

This assignment explores the influence of social media on customer purchasing decisions at Marriott hotels. It presents findings from a survey of 20 customers, analyzing their perceptions of social media's role in influencing product choices, gathering information about services, and overall satisfaction with Marriott's social media approach. The report concludes with recommendations for Marriott to enhance its social media strategy based on the gathered insights.

RESEARCH
PROJECT

Table of Contents
Research Title..................................................................................................................................1
Research Background......................................................................................................................1
TASK 1............................................................................................................................................2
1.1 Project outline specification..................................................................................................2
1.2 Factors which affect the investigation...................................................................................2
1.3 Critical review of the investigation topic..............................................................................3
1.4 Methods of the research methodology..................................................................................5
1.5 Plan and procedure for research specification......................................................................7
TASK 2............................................................................................................................................9
2.1 Match resources for the investigation...................................................................................9
2.2 Proposal research investigation in accordance ..................................................................11
2.3 Collect information about the research...............................................................................11
TASK 3..........................................................................................................................................14
3.1 Evaluation method for justification.....................................................................................14
3.2 Interpretation and analysis of outcome...............................................................................14
3.3 Recommendation and area of improvement.......................................................................22
TASK 4..........................................................................................................................................23
4.1 Converted in PPT................................................................................................................23
REFERENCES..............................................................................................................................24

Research Title
To analyse the impact of social media on the customer choice and behaviour: A case study about
the Marriott Hotel
Research Background
In order to attain the effective success and growth in the business enterprise, customers
play a very crucial role. It is very important for the company to understand the requirements of
the customer and fulfil them. While customers are fully satisfied then it becomes easy to sustain
in the market for long time. On the other hand, if customers are not effectively satisfied then it is
very difficult to achieve the target goal. In addition to this, business enterprises, should consider
on those strategies and measures which assist in improving the customer’s attraction and
satisfaction. Consumer behaviour is very dynamic and it affected by the various psychological,
demographical, behavioural, social factor etc (Rose, 2016). Company should understand these
elements of consumer behaviour and must try to deliver the services and commodities
accordingly. While corporation effectively understand the behaviour of consumer then it can able
to meet their requirement. Consumer behaviour is a study of person, group of people and
organisation about the taste and preferences of the product and services. Customers are more
attracted toward the company which provide impressive services and best quality commodities.
In order to attract the customers in the high context, corporation should focus on such impressive
strategies. Social media is one of the platform which assist the company in understanding the
customer behaviour and developing effective relationship with them. It is a medium by which
company can easily share information about their products and services to customer and get their
feedback. In the present time, the use of social media is increasing high context because
customers require faster purchasing and delivery. With help of social media, customers can
easily access the products and services and information related to them.
In the present report, various themes about the customer behaviour has been discussed
because the main aim of investigation is to analyse the impact of social media on the customer’s
choice with respect of Marriott Hotel. Cited venture is required to increase its profitability and
market share by delivered impressive goods and services to its customer. Thus, social media is
best platform to understand the actual customer behaviour. Scholar have applied various
methods of the research methodologies in order to address an appropriate outcome.
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TASK 1
1.1 Project outline specification
Research Aim
“To analyse the impact of social media on the customer choice in hospitality industry: A case
study of Marriott Hotel”
Research Objective
 To explore the meaning and concept of the customer choice and behaviour related to the
services.
 To understand the meaning of social media and its various techniques
 To analyse the significance of the social media techniques within the hospitality industry To recommend the strategies by which social media can attract more customers.
Implication of resources
In order to conduct the investigation, investigator requires three major resources, that are
human resource, financial resources and time. Researcher has very limited time period and it is
very difficult to outright the investigation due to shortage of time. Furthermore, financial
resources are another challenge for the scholar because it is required in various activities like
printing questionnaire, transportation, internet expense etc. Due to lack of sufficient financial
resources, it is very difficult to carry out the investigation. In order to overcome the impact of
time, scholar will use the Gantt chart method under which each activity is organised according to
time. In addition to this, in order to overcome the impact of finance, researcher have used
activity based costing method.
1.2 Factors which affect the investigation
In order to select this topic of consumer behaviour, investigator interest is one of the
reason by which he selected this topic. In addition to this, another reason for selecting this topic
is that scholar have sufficient resources for collecting information about this topic. Moreover,
researcher wanted to know about the impact of social media in the customer behaviour that is
why this topic has been selected.
1.3 Critical review of the investigation topic
Concept of customer behaviour
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As per the view of aylor, Bogdan and DeVault, (2015) consumer is any individual who purchase
product and services from the market for his or her end use. While customer purchase any
product and services then it affected by the various components like psychological, social,
behaviour, demographical etc. In the opinion of Smith, (2015) consumer behaviour is a branch
which deals with the various stages a consumer goes through before purchasing product and
services for his end use. It consists with an idea, feeling, experience with additional
environmental factors like price, commends and ads. Consumer behaviour is a dynamic, complex
and multidimensional process and all marketing decision are taken based on the assumption
about the consumer behaviour. In the opinion of Özerdem and Bowd, (2016) while any company
desire to earn an impressive profitability and market share then it is very important for them to
understand the consumer behaviour. With help of understanding buyer behaviour, company can
easily deliver the right product and services to the right person and at the right place.
Meaning of the social media and its various techniques
According to the view of Stelzner and Michael, (2011) social media is a kind of tool by which
company can introduce and promote its product and services in the market. It is a form of
electronic communication through which people create online communities to share information,
idea, thoughts etc. With assistance of the social media platform, firms can easily post
information about their products and services in order to attract large number of customer. In
addition to this, customer can directly get the information from various channels like You tube,
Facebook, Instagram, twitter etc. In order to connect with social media, company have to create
its own page on this platform. In the opinion of Safko and Lon, (2010) social media is a
computer mediated technology which facilitates the creation and sharing of information, interest,
career and other forms of expression via virtual communities and network. Social media can
operate with web based technologies like computers, mobile, tablets, smartphones etc. It is
highly interactive platform by which company can directly communicate with end user and
identify their needs and wants of the product and services. In the opinion of Özerdem and Bowd,
(2016) social media is a source by which information can exchange between the people. There
are various platforms on the social media like You Tube, Facebook, Instagram, Twitter etc. In
this manner, Facebook is a platform which is mostly used by the customers. With help of social
media channels, corporation can able to influence customers for purchasing their commodities.
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Importance of social media in the hospitality industry
As per the view of Hays, Stephanie, Page and Buhalis, (2013) in the hospitality industry,
company have main objective is to deliver an impressive and high quality of services to the
customer and satisfy their needs and wants. In order to attain the success sin this sector, company
required to understand the needs and wants of the customer about the services like
accommodation, food, entertainment etc. While company effectively understand their needs then
it becomes easy to render services. In this manner, social media is best platform which can assist
to the hospitality industry in large manner. Corporation can attract the large number of customer
by this platform by posting the images, video and content of the hotel services like
accommodation, entertainment etc. Tourist are the main customer for the hospitality industry so
social media help it to connect with its potential customers. Organisation can directly
communicate and connect with customer who is out of the city, state and country. In addition to
this, customer can book their room and other services with help of social media. In the
contradicting view Fotis, John, Buhalis and Rossides, (2012) stated that social media assist to the
hospitality industry in the context of promotion and advertisement. Many organisations in the
hospitality industry have begun to offer promotions and special deals to customers via social
media channels. By rewarding customer for linking their social media profiles to their
businesses, hotel and airlines encourage them to continue providing free advertisement over
social media sites and begin to build customer loyalty to their brand.
Impact of the social media on the customer choice and purchasing behaviour
As per the view of Rose, (2016) social media is one of the platform by which company and
customer can easily connect with each other. In order to attract the large numbers of customer,
social media helps to the corporation in large manner. In the hospitality industry, social media
plays a very crucial role as it assist in identifying the actual customer and needs about the
product and services. On the contradicting view Dinan, (2010) social media influence the
customer’s choice and preferences about the product and services in large manner. At the various
channels of the social media like Facebook, you tube, Instagram, twitter etc company can post its
information about the commodities. It can post the links, content, video, audio and images of the
services and items. While customer get the information about the commodities then they
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influence to buy. In addition to this, social media is a platform where customers can post their
feedback and comments about the product and services experience. While any customer post the
positive commend about the commodity experience then it will positively influence customer for
purchasing. Business is growing on online and social websites. There are 1000s of products and
things available on different websites. The enormous infusion of social media on e-commerce
websites influence the way of thinking of customer. From electronics to groceries, restaurant
recommendation, travel booking and much more are available on different social sites. Lifestyles
bloggers now-a-days are highly influential individual and those completely focused on their
products, earned industry recognition. As per the view of Bruhn, Manfred, Schoenmueller, and
Schäfer, (2012) Different social sites like Twitter, Facebook, Instagram, and commonly used
online shopping sites like Amazon and many more are continuously advertised and demonstrate;
travel destinations, groceries the latest fashion trends, hotels bookings, beauty products.
Exposure to social media has a significant impact on consumer's evaluation of brands and
products. The trend of e-commerce today is so high that everyone especially youngsters checks
many things online.
1.4 Methods of the research methodology
In the research process, it is very important for investigator to implement the right method for
obtain the right outcomes. Research methodology plays a very crucial role in the investigation by
which researcher can obtain an appropriate outcome of the study. It is an approach which assist
to scholar in attaining the determined objective. It is one of the most important chapter which
help in addressing the result. In the present investigation, scholar will use various methods for
analyse the impact of social media on the customer choice- Research Philosophies- In the research methodology, research philosophy is one of the
essential method by which scholar can address the solution of the problem. There are
major two kinds of research philosophies that is positivism and interpritivism. In the
context of positivism, various theories and concepts are implemented to obtain the result
of investigation (Creswell, 2013). On the other hand in the interpritivism research
philosophy major objective is considered by the scholar. In the present report,
investigator will apply positivism philosophy which attain the appropriate outcome of the
investigation.
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 Research approach- Research approach is another essential method in the research
methodology which provides the depth knowledge and understanding about the outcomes
of the study. It assists in conclude the appropriate outcome of the study. There are major
two kinds of approaches that is inductive and deductive. If in the study questions are
frame on the basis of hypothesis then deductive approach will apply (Daniel and Sam,
2011). On the other hand if study based on the general views and concept then inductive
approach will apply. In the present study, scholar will apply inductive approach for
analyse the influence of social media on the customer choice and preferences in the
hospitality industry. Research techniques- With assistance of the research techniques, scholar can collect and
analyse the data about the topic of study. In the research methodology, research technique
plays a very crucial role by which scholar collect and analyse the information. There are
major two kinds of research techniques that is qualitative and quantitative (Flick, 2011).
In the following investigation, qualitative research technique will apply for analyse the
impact of social media on the customer choice and preferences in the hospitality industry. Data collection- In the research methodology, data collection is one of the method which
is most important. In the absence of data collection, scholar can unable to address an
appropriate solution of the research problem. It is a kind of process under which scholar
collect the data from primary and secondary methods. In the context of primary data
collection, investigator collect information by survey, questionnaire, interview,
observation etc (Garner and Scott, 2013). On the other hand in the secondary data
collection, investigator collects the data from secondary resources such as journals,
books, articles, internet websites etc. In the present study, both primary and secondary
data collection method will implement for analyse the impact of social media on the
customer choice and preferences in the hospitality industry. Research Design- In the research project, research design is another important method by
which appropriate solution can obtain. In the absence of research design, investigator can
not attain the result (Kumar, 2014). In the present investigation, scholar will apply
descriptive design for attain an impressive outcome.
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 Sampling- In the research methodology, sampling is another essential method under
which scholar select group of people from the large universe (Kriz, Gummesson and
Quazi, 2013). The major objective for selecting group of people is to collect the
information about the topic. In the following study, scholar will implement the random
sampling method for collect the information about the customer behaviour in the Marriott
hotel. In this manner, investigator will select 20 customers of the Marriott hotel.
1.5 Plan and procedure for research specification
Activity Week1 Week2 Week3 Week
4
Week5 Week6 Week7 Week
8
Week9
Design the
investigatio
n
Concept of
the study
and title of
the project
Design
research
aim and
objective
Design
literature
review
Collect
primary
and
secondary
information
about the
7

study
Analyze
the data
Develop
research
approaches
Build the
questionnai
re
Organize
survey
program
Collect
information
Assessing
the
collected
information
.
Draft the
obtained
data
Interpretati
on
Conclude
results
Taking
feedback
8

Customer
reviews
Check the
draft
Print the
draft
Final
submission
TASK 2
2.1 Match resources for the investigation
Demographic information
1. Name: ___________________
2. Age
15 to 25 year
25 to 40 year
40 to 50 year
50 above
3 From how long you are entertained the services of Marriott hotel?
Within 1 year
From two year
From 5 year
From seven year
4 Which factor affected you at the time of purchase the services of Marriott hotel?
Social factor
Personal factor
Demographic factor
Other factors
5 Do you understand the meaning and concept of social media and its various techniques
9

Strongly agree
Agree
Disagree
Strongly disagree
6 Do you influence by social media at the time of purchasing the product and services?
Yes
No
7 Which tool of social media used by Marriott hotel?
Facebook
Twitter
You tube
Hi5
8 Do you agree that social media influence the purchasing decision of customer?
Strongly agree
Agree
Disagree
Strongly disagree
9 What is your main motive for using social media at the time of purchasing the product and
services?
Acquire the data about the commodity
Provide review about the product and services
To get an impressive discount and offers
Other reason
10 Do you satisfy with existing approach which used by Marriott hotel about social media?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Recommend strategies by which Marriott hotel can improve social media for positively impact
customer taste and choice
10

2.2 Proposal research investigation in accordance
In the present investigation, scholar has taken the personal email idea of the 20 customer
of the Marriott hotel so as they can easily send their review and feedback about the existing
services. For this objective, investigator has prepared a systematic questionnaire along with
questions of customer behaviour and social media and sent to 20 customers. This is the best way
to collect information by which customer can fulfil answer without any biasness.
2.3 Collect information about the research
Theme 1; Age of the customers
Age Frequency
15 to 25 year 6
25 to 40 year 8
40 to 50 year 4
50 above 2
Theme 2: Customers are entertained the services of Marriott hotel
From how long you are entertained the services of Marriott hotel? Frequency
Within 1 year 5
From two year 7
From 5 year 5
From seven year 3
11

Theme 3: Factor affected you at the time of purchase the services of Marriott hotel
Which factor affected you at the time of purchase the services of
Marriott hotel? Frequency
Social factor 5
Personal factor 8
Demographic factor 5
Other factors 2
Theme 4: Customers understand the meaning and concept of social media and its various
techniques
Do you understand the meaning and concept of social media and its
various techniques Frequency
Strongly agree 8
Agree 9
Disagree 2
Strongly disagree 1
Theme 5: Customer influence by social media at the time of purchasing the product and
services
Do you influence by social media at the time of purchasing the product
and services? Frequency
Yes 17
No 3
Theme 6: Tool of social media used by Marriott hotel
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Which tool of social media used by Marriott hotel? Frequency
Facebook 10
Twitter 2
You tube 7
Hi5 1
Theme 7: Customers agreed that social media influence the purchasing decision of customer
Do you agree that social media influence the purchasing decision of
customer? Frequency
Strongly agree 10
Agree 6
Disagree 2
Strongly disagree 2
Theme 8: Main motive for using social media at the time of purchasing the product and
services
What is your main motive for using social media at the time of
purchasing the product and services? Frequency
Acquire the data about the commodity 8
Provide review about the product and services 7
To get an impressive discount and offers 4
Other reason 1
13

Theme 9: Customer satisfy with existing approach which used by Marriott hotel about social
media
Do you satisfy with existing approach which used by Marriott hotel
about social media? Frequency
Highly satisfied 10
Satisfied 7
Neutral 2
Dissatisfied 1
TASK 3
3.1 Evaluation method for justification
Research evaluation is one of the essential aspect in the research study by which collected
information can analyse by the scholar. There are major two kinds of methods that are formative
and summative. In the present study, formative research has applied for analysing the impact of
social media on the customer choice and preferences in the hospitality industry.
3.2 Interpretation and analysis of outcome
Theme 1; Age of the customers
Age Frequency
15 to 25 year 6
25 to 40 year 8
40 to 50 year 4
50 above 2
14

15 to 25 year 25 to 40 year 40 to 50 year 50 above
0
1
2
3
4
5
6
7
8
Frequency
Interpretation and analysis: From this section it has been analysed that in the survey most of
the customers are age of 25 to 40 year old who used the social media channels for purchasing
Marriott hotel services.
Theme 2: Customers are entertained the services of Marriott hotel
From how long you are entertained the services of Marriott hotel? Frequency
Within 1 year 5
From two year 7
From 5 year 5
From seven year 3
15

Within 1 year
From two year
From 5 year
From seven year
0 1 2 3 4 5 6 7
Frequency
Interpretation and analysis: From this section it has been analysed that many of the customers
used the services of Marriott hotel within 2 year. On the other hand many of the customer used
services of cited venture within 1 year.
Theme 3: Factor affected you at the time of purchase the services of Marriott hotel
Which factor affected you at the time of purchase the services of
Marriott hotel? Frequency
Social factor 5
Personal factor 8
Demographic factor 5
Other factors 2
16

Social factor
Personal factor
Demographic factor
Other factors
Interpretation and analysis: From this section it has been analysed that from the 20 customer, 8
are influenced by their personal factor. On the other hand, 5 are influenced by their social and 5
are influenced by demographical factor. Thus, it can be said that customer are mostly influenced
at the time of purchasing by personal factor.
Theme 4: Customers understand the meaning and concept of social media and its various
techniques
Do you understand the meaning and concept of social media and its
various techniques Frequency
Strongly agree 8
Agree 9
Disagree 2
Strongly disagree 1
17

Strongly agree Agree Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
Frequency
Interpretation and analysis: From this section it has been analysed that in the 20 customer of
Marriott hotel 9 customers effectively understand the meaning and concept of the social media
and its techniques. On the other hand 2 are disagreed by this above statement. Thus, it can be
said that many customers are well aware about the social media.
Theme 5: Customer influence by social media at the time of purchasing the product and
services
Do you influence by social media at the time of purchasing the product
and services? Frequency
Yes 17
No 3
18

Yes
No
Interpretation and analysis: From this section it has been analysed that many customers are
influenced by the social media at the time of purchasing the product and services. From the 20
customer, 17 are strongly agreed by this statement that they are affected by the social media at
the time of purchasing. On the other hand 3 are disagreed by this statement.
Theme 6: Tool of social media used by Marriott hotel
Which tool of social media used by Marriott hotel? Frequency
Facebook 10
Twitter 2
You tube 7
Hi5 1
19

Facebook
Twitter
You tube
Hi5
0 1 2 3 4 5 6 7 8 9 10
Frequency
Interpretation and analysis: From this section it has been analysed that most of the customer
used the Facebook tool of social media for purchasing the product and services. From the survey
of 20 customers, 10 are used the Facebook technique for purchase the product and services. On
the other hand 7 are used You tube technique of social media.
Theme 7: Customers agreed that social media influence the purchasing decision of customer
Do you agree that social media influence the purchasing decision of
customer? Frequency
Strongly agree 10
Agree 6
Disagree 2
Strongly disagree 2
20

Strongly agree
Agree
Disagree
Strongly disagree
Interpretation and analysis: This section stated that social media influence the purchasing
decision of the customers. From the survey of 20 customers, 10 are strongly agreed that
statement that they are influenced social media at the time of purchasing the product and
services. On the other hand only 2 customers are disagreed by this statement thus it can be said
that customer are influence by the social media and their choice are also affected.
Theme 8: Main motive for using social media at the time of purchasing the product and
services
What is your main motive for using social media at the time of
purchasing the product and services? Frequency
Acquire the data about the commodity 8
Provide review about the product and services 7
To get an impressive discount and offers 4
Other reason 1
21

Acquire the data about the
commodity
Provide review about the
product and services
To get an impressive discount
and offers
Other reason
Interpretation and analysis: From this section it has been analysed that many of the customer
have main motive for using social media is acquired the information about the product and
services. On the other hand 7 customers said that they are using this media for provide review
about the product and services.
Theme 9: Customer satisfy with existing approach which used by Marriott hotel about social
media
Do you satisfy with existing approach which used by Marriott hotel
about social media? Frequency
Highly satisfied 10
Satisfied 7
Neutral 2
Dissatisfied 1
22

Highly satisfied
Satisfied
Neutral
Dissatisfied
0 1 2 3 4 5 6 7 8 9 10
Frequency
Interpretation and analysis: This section stated that many of the customer of Marriott hotel is
effectively satisfied with existing approach of the social media marketing. From the survey of 20
customers 10 are strongly satisfied with existing approach of Marriott hotel in respect of social
media. On the other hand, 1 customer is dissatisfied with existing approach of the social media in
the Marriott hotel.
3.3 Recommendation and area of improvement
From this report it has been concluded that Marriott hotel should need to improve its
existing approach of the social media. Many of the customer in the survey said that they are
influenced by the social media at the time of purchasing the product and services. It has been
also concluded that many of the customer use social media for acquire the information about the
product and services. Following are some suggestion for improving initiate for social media-
 Marriott hotel should maintain its pages ion the social media so as it can deliver the right
information at the right time to customer about the accommodation and other services.
 It should develop its won web page on the internet so as customer can directly
communicate with firm and purchase the services.
TASK 4
4.1 Converted in PPT
23

REFERENCES
Books and Journal
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