Hilton Hotel Business Improvement Strategies

The provided document is an assignment that requires the student to analyze the business environment of Hilton Hotel. It involves identifying areas for improvement, understanding customer preferences, and suggesting marketing strategies to enhance the hotel's reputation and brand presence. The assignment also recommends using social media platforms like Facebook to promote the hotel's business. Additionally, it suggests implementing fast online booking systems to increase the hotel's revenue. The document references various books, journals, and online sources for further research.

RESEARCH
PROJECT

Table of Contents
TOPIC : ' To analyse impact of social media marketing on customer perception- A case study on
Hilton Hotel '....................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 outline for the research project..............................................................................................1
1.2 factors used in research project process................................................................................2
1.3 critical review of key references...........................................................................................3
1.4 specification for the research project....................................................................................4
1.5 appropriate plan and procedures for research specification..................................................6
TASK 2............................................................................................................................................7
2.1 resources for research hypothesis or questions.....................................................................7
2.2 investigation for the research................................................................................................8
2.3 record and collection data.....................................................................................................9
3.1 appropriate research techniques..........................................................................................11
3.2 analyse and interpretation...................................................................................................11
3.3 recommendations and justification.....................................................................................14
TASK 3..........................................................................................................................................14
4.1 presentation.........................................................................................................................15
REFERENCES..............................................................................................................................16

TOPIC : ' Effect of social media marketing on the perception of consumes for
the Hilton Hotel:
TASK 1
LO1
1.1 Outline for the research project Background of the research : the most effective and influencing tool which helps to
promote products and services of an organisation is through social media. It provides
many facilities such as to share information, personal experience, ideas and interests of
an individual using virtual communities and networks. Input of community, sharing
content, merger, and interaction is done by the channel of online collection. (Bowen and
Ozuem, 2014). Moreover, this also helps in the identification of customer choice by
implementing different images, pictures and advertisements on websites or social media.
In the current report the organisation taken for the research project is ' Hilton Hotel '
which deals in hospitality sectors with several functions to meet its customer’s needs.
The hotel serves its services on international platform to perceive operations and
functions to determine profitable results in business. Purpose of research for the organisation: The motive of this research is to learn the
impact of social media marketing on perception of consumer in respect to Hilton Hotel.
The basic need or demand of every customer is to get a high quality services and products
at affordable price (Bravo, Montaner and Pina, 2012). The social media is an effective
and wide platform for an organisation to grow its business by collecting different types of
information regarding customer choices and their preferences. Impact of social media
marketing can be judged by the activities which tell about consumer preferences and their
perceptionc. It focuses on the major factors that impacts on customer satisfaction by the
services and products offered by the organisation.
)a Aim : To analyse effect of marketing socially on perceptions of customer- A case study
on Hilton Hotel
)a Study motives:
 To analyse the effect of marketing socially on perception of consumer.
 To analyse the factors that affects the customer perception
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 To understand the effectiveness of social media marketing that attracts customers towards
hotel Hilton To recommend the improvements for organisation to enhance their performance through
social media marketing
)a research questions :
Classification of the research question in following ways:
a) What are the factors that affects the customer perception?
b) What are the impacts of social media marketing on customer perception?
c) How social media marketing is effective in attracting the customers towards hotel Hilton?
1.2 Factors used in research project process
The factors that are considered in the selection process of research project are as follows: Interest: the interest of an investigator is the most important factor to conduct research. It
helps to analyse the impact of the social media on the customer preference. The
researcher here wants to gain knowledge about the customer perception influenced by
social media marketing which will result in knowing the impact of customer preference
on the business environment. Benefit: the current research project has given several benefits to the researcher, to know
and assess the basic needs of the customers within the organisation. In addition, to
identify the effect of marketing socially towards the customer perception for the effective
working of the organisation (Fowler, 2009). Experience: the research project helps to enhance the knowledge and understanding of
the researcher towards the report. It also helped to analyse the strategies taken by the
organisation and the areas of improvements and to know the requirement to make the
research project. Explore: It will help to gain more knowledge about the customer which will positively
affect in meeting objectives of organisation and using innovative ideas in business.
 Resource availability: the investigators had appropriate resources available to conduct
the research program in the business environment. In addition to this, the availability of
human resources and other resources helps to provide effective and efficient information
towards the impact of social media marketing and customer perception (Hajli and Nick.,
2015).
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1.3 Critical review of key references
)a Theme 1 : To analyse the impact of social media marketing on customer perception
According to the Jeff and et.al., (2014), Social media can be used in the business
activities of the organisation and in marketing styles of the company. Mainly social media is
used to make the customers satisfied. The process of gaining traffic or attention by publishing
images, pictures, videos and advertisements of a particular sector or thing. The platform that is
used to promote a product or service of an organisation using digital marketing and e-marketing
to make the products popular. On the other hand the author Luttrell (2014), argued that social
media marketing can give a positive as well as negative impact on the customer mind which can
change their perception towards the products, services, etc. it is very important for an
organisation to create a good and reliable brand image to attract and retain the customers. Many
consumer uses social media to know about the organisation which can change their perception.
Social media can give much information about the perception of the customers.
As per the views of (Manion, Cohen and Morrison (2007), commented that there are
various advantages of social media marketing which can influence the customer perception can
cause the beneficial needs and demands of the customers. This will help the organisation ' Hotel
Hilton ' to know the improvement areas to serve the quality products and services to satisfy the
customers. It will help to take the information from the customers to work on it and to provide
the suitable products and services. However, the Rajagopal (2013), Changing operations of
organisation will be needed to make changes in social media marketing to give the effective and
efficient channel for clear communication for the improvements or the changes in the products
and services. The launch of new products can be easily made by social media which will help to
gain high income and profits. It will help to know perception of consumer.
)b Theme 2 : To analyse the factors that affects the customer perception
Sasmita and Suki (2015) stated that the social media marketing affects the customer's
perception in negative and positive manner. It helps to face the challenges to improve the
customer services by the organisation. To develop the effective outcomes and performance there
are six major factors that will affect the customer perception. As per the Saunders, (2003),
argued that social media is helpful in getting feedback by online measures and it will be learned
that what are the problems that are faced by the hotel. For attracting the customers various social
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media sites can be used. have been commonly used by the businesses to make the strategies for
online shopping to lessen their competition.
According to the Sreedharan (2007), stated that the use of social media marketing by the
customers will help the Hotel Hilton to offer the packages and other offerings at a lower price to
beat the customers. The pictures and videos of the hotel posted on the website helps to gain the
attraction of individual. Moreover, the Städtler (2011), stated that there are psychological factors
as well that affects the customer perception. The Strategy should be framed accordingly and used
for promoting the business Online, deals offered to the customers.
)c Theme 3 : To understand the effectiveness of social media marketing that attracts
customers towards hotel Hilton
According to the Stake (2005), the importance of social media marketing to attract the
customers towards Hotel Hilton to enhance the productivity of the organisation.
It is a good method use in interacting customers to know their perceptions. It can be beneficial to
make the customers hold or stuck to a brand which will increase the brand loyalty. On the other
hand the Tracy (2012), commented that the social media marketing has a great contribution in
expanding business and having good interaction with the consumers. Promotion of services can
help to build the strong brand image.
1.4 Specification for the research project
Research methodology
Motive: To analyse the impact of social media marketing on consumer behaviour: A Study on
Hilton Hotel.
Introduction: In present era the use of social media tools is highly impressive which provides a
sustainable development. With an effective consideration of diverse social media platforms the
customer engagement can be advanced. It also facilitates in delivering reliable and valid product
knowledge to customers. Attracting customers by using innovative ideas is very useful for
gaining profits and income for organisation.
Research Objectives
Effect of social media on perception of consumers.
 Factors that affects the customer perception
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To understand the effectiveness of social media marketing that attracts customers towards hotel
Hilton
To recommend the improvements for organisation to enhance their performance through social
media marketing
Research questions
1. What are the factors that affects the customer perception?
2. What are the impacts of social media marketing on customer perception?
3. How social media marketing is effective in attracting the customers towards hotel Hilton?
Contributions
By having an improved focus on the data analysis the experts will attain better outcomes
in respect to study. Appropriate accomplishment of objectives can be accomplished in desired
manner. Study will provide information about factors that can enhance the social media
reliability in order to enhance the customer satisfaction. It will also make understand the
elements that businesses must consider in order to enhance effectiveness of social media
marketing (Tsimonis and Dimitriadis, 2014).
Methods
It is necessary for researcher to evaluate the tools and techniques which are essential for
attaining reliable information so that objectives of study can be accomplished. Classification can
be as methods, design, collection, sampling and analysis. Investigation methods: Inductive and deductive methods are being used by the
researchers in order to have better study. However, for the present investigation the
experts has focused on inductive values. It will assist in analyse the factors that affects
the customer perception. Research design: It is considered as method that allows to have better identification of
issues. With an assistance of descriptive design, overall study has been accomplished. It
allows presenting the data in more evaluating manner so that impact of social media
marketing on customer perception can be understand properly. Data collection: In order to have effective collection of data the primary and secondary
sources are being considered (Jeff and et.al., 2014). Primary responses will be collected
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from 20 customers who visit to the Hilton Hotel. On the other side, number of books,
journals and many other online resources will be evaluated for sustainable
accomplishment of secondary research. Sampling: In order to provide effective support to the primary data collection the
sampling selection is being referred by the management. In addition to this, it can be said
that random sampling method has been used to collection information 20 customers who
visit to the Hilton Hotel (Manion, Cohen and Morrison, 2007).
 Data analysis: For better presentation of collected data the thematic approach of analysis
has been employed by the investigators. It will allow to have presentation of information
in qualitative manner. Diagrammatic method will help to understand the topic.
1.5 Right plan of action to make research better.
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TASK 2
LO2
2.1 Resources for research hypothesis or questions
Required resources to carry research:
In this study numbering and diagrammatic method are used by the researcher and effect
of social networking sites on consumer for growing the business. A questionnaire is prepared to
evaluate the effective working of the organisation which helps to gather relevant information.
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There are many elements which can help in collecting the effective information, like records,
past data etc. 3 types of resources will also be needed to have better results.
To conduct research, primary and secondary resources are required to implement
effective results. Primary data or resources are those which collected for the first time. The
different tools are used by the researcher to conduct market research. It determines direct and
first hand evidence for particular outcome, object, event, etc. results can be gathered from
different elements of historical and legal documents (Rajagopal, 2013). On the other hand,
secondary data or resources are collected from internet, published resources, etc. to continue the
research. In this way, researcher use published and unpublished resources to done work in
systematic way. For example, journals, articles, magazines, etc.
Questions of study, resources needed in study and their relationship:
There are 3 types of resources by which organisation uses carry its activities effectively.
Market researches for the company are done by the financial resources. Research of assets and
inventory is done by physical resources and research to know consumer behaviour is done by the
human resources. Questions are decided with the help of financial resources and data is collected
with the help of other two resources. Present study is mainly about the effect of social media on
consumer. (Sasmita and Suki, 2015).
2.2 Investigation for the research
For conducting this research set questions are decided which are related to the Hilton
Hotel services and social media impact on the customer .
QUESTIONNAIRE
Name:
Age:
Gender:
1. Do you use any social media website to see the services offered by Hilton Hotel?
)a Yes
)b No
)c Can't say
2. Which social media site do you prefer to use?
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a) Facebook
b) Instagram
c) You Tube
d) Twitter
e) Any other
3. Rate the products and services quality of Hilton Hotel.
a) Strongly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Strongly dissatisfied
4. Why do you prefer to using social media?
a) Networking
b) To gain more information about products and services
c) Entertainment
d) Keep regular touch with friends and family
e) Any other reason
5. Will you suggest the products and services of the hotel to your relatives and friends?
a) Yes
b) No
c) Can't say
2.3 Record and collection data
Theme 1: use of social media website by the customers to see the services offered by Hilton
Hotel.
Respondents Frequency
Yes 15
No 3
Can't say 2
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Theme 2: Sites which are mostly used by the customers.
Respondents Frequency
Facebook 12
Instagram 4
You Tube 2
Twitter 1
Any other 1
Theme 3: Level of satisfaction of customers by services provided by Hilton Hotel.
Respondents Frequency
Strongly satisfied 14
Satisfied 4
Neutral 2
Dissatisfied 0
Strongly dissatisfied 0
Theme 4: Various activities used by people in work place to keep in touch with the friends and
family.
Respondents Frequency
Networking 12
To gain more information about products and
services
2
Entertainment 2
Keep regular touch with friends and family 2
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Theme 5: Response of customers given to friends and family.
Respondents Frequency
Yes 14
No 3
Can't say 3
LO3
3.1 Appropriate research techniques
Research can be done by two types of techniques which are numbering method or diagram
method. Using different models in study will give effective results. Following research
techniques can be determines for evaluation:
Scientific experimental model: Scientific experimental model is the effective strategy
that help to create different value and methods from the help of science. This technique assists to
develop effective functioning on the basis of cause and effect relationship. Therefore, analysis
will be made on the basis of it.
Management oriented system model: In this strategy, researcher can make PERT and
CPM which assists to make effective business program. PERT and CPM determines the graph
and diagram for accomplish the activities in the organisation in systematic aspect.
Qualitative model: This model emphasis on the observation which help to make effective
functions in business unit. Qualitative model assists to develop effective functioning that needed
to create proper development in the business.
3.2 Analyse and interpretation
Theme 1: use of social media website by the customers to see the services offered by Hilton
Hotel.
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Interpretation: This diagram shows that maximum number of people uses social networking
sites to learn about the services provided by Hilton Hotel and other people had not used or don't
know about it.
Theme 2: Sites which are mostly used by customers.
Interpretation: This diagram show that maximum number of people uses Facebook and other
people are using other different sites.
Theme 3: Level of satisfaction of customers by services provided by Hilton Hotel.
12
15
3
2
Yes
No
Can't say
12 4
211 Facebook
Instagram
You Tube
Twitter
Any other

Interpretation: This diagram shows that the maximum number of customers are strongly
satisfied with services provided by Hilton Hotel. Less number of customers are satisfied or are
neutral.
Theme 4: Various activities used by people in work place to keep in touch with family and
friends.
Interpretation: This diagram shows that maximum people uses networking at work place to
keep in touch with family and friends and others chooses different activities.
Theme 5: Response of customers by recommending hotel to friends and family.
13
14
4
2 Strongly
satisfied
Satisfied
Neutral
Dissatisfied
12 2
2
2
2 Networking To gain more
information about
products and services
Entertainment Keep regular touch with
friends and family
Other reason

Interpretation: This diagram shows that maximum customers recommend their family and
friends to use the services of Hilton Hotel. There is very less number of customer who do not
recommend the hotel to other persons.
3.3 Recommendations and justification
There are many improvements that can be done in business environment of Hilton Hotel:
 Demands and preferences of the customers should be kept in mind to achieve set targets
efficiently by Hilton Hotel.
 By advertising hotel more will lead to high reputation in the market.
 Hilton Hotel can promote its business on social media network like Facebook to enhance
its business.
 There are many other fields which can increase the business of hotel like fast online
booking.
 And to increase the brand of Hilton Hotel.
TASK 3
LO4
14
14
3
3
Yes
No
Can't say

4.1 Presentation
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