Hilton Hotel Brand Image Analysis

This assignment delves into the crucial relationship between consumer buying behavior and a business's brand image, specifically focusing on Hilton Hotel. The analysis reveals how marketing activities influence brand perception, highlighting customer agreement and disagreement with statements about Hilton's image. The document further proposes recommendations for Hilton to strengthen its brand presence both domestically and internationally, emphasizing strategies like targeted marketing campaigns, online services, and customer feedback surveys.

The Impact of brand image
on the buying behaviour of
the Tourists

Table of Contents
1.1 INTRODUCTION.....................................................................................................................1
1.2 BACKGROUND.......................................................................................................................1
1.3 LITERATURE REVIEW..........................................................................................................2
Effectiveness of brand image.......................................................................................................2
Buying behaviour of tourists.......................................................................................................3
Impact of company’s image on buying behaviour of consumers................................................3
1.4 RESEARCH PROJECT SPECIFICATION..............................................................................4
Research methodology.................................................................................................................4
1.5 GANTT CHART.......................................................................................................................6
2.1 RESOURCES............................................................................................................................6
2.2 RESEARCH INVESTIGATION...............................................................................................7
2.3 DATA AND RELATION VARIABLE....................................................................................9
3.1 RESEARCH EVALUATION TECHNIQUES.......................................................................11
3.2 DATA ANALYSIS.................................................................................................................11
3.3 RECOMMENDATIONS.........................................................................................................17
4.1 APPROPRIATE MEDIA........................................................................................................18

TITLE: Buying behaviour of people in tourist industry.
1.1 INTRODUCTION
Hospitality industry is one of the sector that provide some of the services such as lodging,
transportation, event planning and so on. By offering the quality services to number of visitors
the firm can enhance their image at global as well as domestic level. Through these, hotels can
attract people not only from domestic market but also from international market (Pappas, 2016).
The present research project is based on Hilton Hotel which is performing their operations in
hospitality sector. In this context, current report explains the importance of brand image for the
industries and how they perform their operations in order to fulfil the needs and demands of
people. Furthermore, there are some of the ways through which overall growth of the industry
can be improved in successful manner.
Some tools and methods are used by researcher so that they can easily identify the impact of
brand image on the buying behaviour of tourists. The information related to field of study has
been collected through some sources such as secondary and primary. After this, the data can be
analysed more efficiently which help the researcher in implementing the project.
1.2 BACKGROUND
Hospitality industries are focusing on the satisfaction level of their consumers so that
they will be able to get the good experience. They are focusing on some of the facilities such as
accommodation, food and travel and tourism. There are some factors which are considered while
selecting the research project. Every organisation performs their operations so that they can fulfil
the expectations of their consumers or service users. If their needs are get fulfilled, then an
enterprise will be able to achieve the competitiveness at the marketplace. There are many factors
that needs to be considered while selecting the research project as this play a vital role in taking
the effective decisions. So by focusing on these, overall specified targets and can be
accomplished. As project selection is a kind of process which is used to choose an appropriate
topic.
Research problem is the vital factor of the research process as without identifying the
problem the overall process cannot can be conducted in an effective manner. For this, variables
should be clearly identified so that research questions can be resolved. There are some other
factors which are necessary at the time of project selection. Some of these are like people,
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problems, phenomena and programs. So, all these factors play their role into the research project
so that their overall performance can be improved.
Hilton Hotel is focusing on their brand image so that people will be able to fulfil their
needs and demands. The problem that is identified by the hotel industry is changing needs of the
people and high competition in the market. In order to enhance their brand image, hotel will be
able to increase their sales and profitability level. Through this, hotels will be able to target their
audience by offering them services as per their choice.
There are some other factors which play an important role while selecting the research topic
of choice. Some of these are like cost, size, scope, knowledge, resources, time and budget. All
resources should be utilised in more effective manner so that specified goals can be achieved.
Along with this, the current project should be completed within a time period so that expenses
can be reduced. Apart from these, knowledge and skills are also essential as without these the
project cannot be completed effectively.
1.3 LITERATURE REVIEW
There are many business organizations who perform their operations at global as well as
international level. Due to this, they have to face many challenges or issues while establishing
their operations in an efficient manner. Here, many different authors are there who give their
different opinion over the brand image and their impact on the consumers buying behaviour.
Here, in this data has been gathered from secondary sources such as books, journals, internet and
so on. So, in this manner information can be collected and interpreted in an efficient manner on
the basis of past research. In the present section, by referring different literatures the overall
understanding of current field of study can be increased.
Effectiveness of brand image
As per the views of Krishna (2011) organizations have to focus on their operations that
they are performing in the market. Through this, they will be able to achieve competitive
advantage as compare to other rival firm. In this, brand image plays a vital role as through this
they can create their good image in the mind of consumers. For this, hotel industry has to focus
on their marketing activities so that they can attract number of visitors towards their services.
When people visit the hotel and they got quality services than they leave a good comment on
their website. This may help them in enhancing their brand image at the international level. So,
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in this way the brand image effectively helps the firm in achieving the competitive advantage. It
has been analysed by Raab and et. al., (2011) that through some advertisements and campaigns
the hotel industry can improve their image among all the people. There are some of components
such as logo, website, images, phrase. On the basis of these, Hilton Hotel will be able to gain the
attention of the service users. When attention can be gained then this may help in getting success
at the marketplace.
Buying behaviour of tourists
The buying behaviour of people is based on some factors such as their attitude,
preferences, choices, taste and so on. On the basis of these, they can take their decisions at the
time of purchasing services. According to the Shah Alam, Mohd and Hisham (2011) hotel
industry has to focus on these factors in order to enhance their growth or revenues. For this, they
can use a process in which they can identify the behaviour of people towards the services that are
offered by Hilton Hotel. A systematic procedure can be followed by firm in which manager can
identify the need of different consumers and then search for the information that how these
demands can be fulfilled. After this, number of options are evaluated and out of many alternative
customers select services. At last, their post purchase behaviour can be identified so that future
outcomes can be achieved. It has been confronted by Sahney, Ghosh and Shrivastava (2013) that
through the systematic procedure an enterprise will be able to know about buying behaviour of
their consumers and this will lead towards them success. So, in this way it can be analysed that
how customer’s decisions are get changed and how this may affect the performance of an
enterprise. In order to identify the buying behaviour, a manager can use a systematic approach.
Through this, current needs and wants can be evaluated.
Impact of company’s image on buying behaviour of consumers
Prajapati, Girdharbhai and Thakor (2012) stated that image can affect the buying
behaviour of tourists in negative as well as positive manner. If brand image of hotel industry is
not good, then customers will not prefer to buy the services from that particular organization. For
this, some of the strategies or approaches have to be followed by Hilton Hotel so that they can
perform better than their competitors as through this they will be able to attract number of
visitors. On the contrary, it has been stated by Datta (2011) that brand image can affect the
business operations in positive manner when they offer quality or innovative services to their end
users. There are some factors which can affect the business activities in negative manner such as
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through this the firm will not be able to reduce the communication gap and customers will not be
retained. The image of an enterprise is based on their services that they offered and how they
deal with their users effectively. If employees will not deal with their clients effectively then this
can increase the dissatisfaction among purchasers.
1.4 RESEARCH PROJECT SPECIFICATION
Aim: To identify the impact of brand image on the buying behaviour of tourists- A study
on Hilton hotel, UK. When buying behaviour of people is identified then the hotel industry can
perform well in more significant manner.
Research objectives: There are some of the research objectives of current field of study
and these are stated below:
 To identify the effectiveness of brand image in order to achieve the competitiveness at
the marketplace. So, when the effectiveness of such factor is identified than it become
easy for hospitality industry as they will be able to gain competitiveness.
 To analyse the buying behaviour of tourists at Hilton Hotel. Through this, the overall
behaviour of people can be identified which can help the firm in achieving success.
 To examine the relationship between the brand image and buying behaviour of the
visitors. When the link between these two variables is get established then it can be
examined that how brand image can affect the buying behaviour of people.
 To provide the recommendations so that overall performance of Hilton Hotel can be
improved.
Research questions: Some of the research questions are there which are mentioned
below:
 Q1. What is the effectiveness of brand image?
 Q2. How customers buying behaviour can be identified?
 Q3. Is there any relationship between brand image and consumer buying behaviour?
Research methodology
Researcher has use some tools and techniques under this methodology section. It is a kind
of framework that has been used in current project so that overall aim and objectives can be
accomplished. There are some of the different methods and approaches that are used in the
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current study so that overall project can be completed in a systematic manner. Some of the tools
and techniques are used in this report are as follows:
Research design: It is the responsibility of scholar to select an appropriate design. This
will act like a blueprint which can help in setting a direction for other people who are associated
with the current field of study. Some research design techniques are there which help the
researcher in understanding the concept of study. Some of these are like descriptive, explanatory,
experimental and correlation (Mackey and Gass, 2015). Here, descriptive design has been used
by the researcher so that overall impact of brand image on the buying behaviour of the people
can be identified. On the basis of this, overall effectiveness of the brand image can be identified.
In this, an appropriate strategy is used so that their research problems can be resolved.
Research approach: Two research approach are there one is inductive and another one is
deductive. Deductive approach examine the validity of research problems on the basis of
hypothesis and theories (Vaioleti, 2016). On the other hand, inductive research is based on the
generalization and new theories are formulated by identifying different patterns. Here, in the
current research project inductive approach is used so that overall impact of the brand image can
be identified.
Research philosophy: This section of research philosophy is based on the perceptions
that are made by the researcher in order to conduct the overall project (Neuman and Robson,
2012). There are two types of philosophise such as positivism and interpretivism. Here,
interpretivism is used so that different perceptions of the humans can be identified.
Data collection techniques: The data can be collected from two sources one is primary
and another one is secondary. In primary, data is collected from questionnaire in order to identify
the views of different respondents (Geerts, 2011). Apart from this, secondary data is gathered
from different sources like journals, books, articles and so on. Through this, the gap can be
identified between past and current research.
Sampling technique: It is a technique that is used by the researcher in order to take a
sample from large population and analyse the data. The research is conducted on 30 customers so
that effective results can be gathered. Through this, their views or reviews on the particular
services of Hilton Hotel can be identified. A small sample size has been selected for the current
research as a survey cannot be conducted on large population. This will take more time as due to
this research will not be completed on time.
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Data analysis: It is a framework which is used by researcher so that data can be analysed
in an efficient manner (Smith and et. al., 2011). Here in the current study, thematic analysis is
used where themes are formed with different graphs. Through this, overall data can be analysed
or interpreted so that research aim and objectives can be achieved.
1.5 GANTT CHART
An appropriate plan and procedure can be presented with the help of Gantt chart. This
can be made on the basis of different activities that are going to be followed in different time
interval. The Gantt chart is stated below:
Activities/ weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Research proposal
Formulating the aim and
objectives
Research questions
Literature review
Research methodology
Designing of questionnaire
Data analysis
Findings
Recommendations
Submission
2.1 RESOURCES
There are some of the resources which are required by the researcher in order to complete
the research project in an efficient manner (Pierre, 2012). The researcher has to conduct the
overall research in an efficient manner while following all the norms and policies. Along with
this, they have to consider the ethical practices so that overall rights can be ensured of the people
who are associated with the current research project. It is the responsibility of researcher to give
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credit to the authors whose resources materials are used in this current research. Along with this,
he has to assess the outcomes that are achieved from present research and risks that are
associated with the study.
The researcher has to give respect to all participants and give value to their ideas so that
overall research can be conducted in an efficient manner. The person is responsible for all the
consequences that are achieved due to the study. Along with this, some resources are required in
order to conduct the questionnaire in more successful manner. Some of these resources are like
internal reports as through this researcher will be able to know about the different buying
behaviour of different person. Furthermore, all possible effects should be analysed by the
researcher.
There are some resources which are used by researcher in order to conduct the project. Some
of these resources are like primary and secondary. The primary data can be gathered from
questionnaire and secondary is collected through journals, internet, past research papers and so
on. So, in this manner the overall specified aim and objectives can be achieved.
2.2 RESEARCH INVESTIGATION
Here, in this section questionnaire is formed by the researcher on the basis of overall
research project specification. Sample size is 30 that is selected by the researcher in order to
conduct the project in an efficient manner. Through the questionnaire, feedback of the customers
can be gathered so that effective strategies can be formulated by Hilton Hotel. The questionnaire
is given below:
Questionnaire
Name: ________________
Age: _____________
Gender: ___________
Q1. How often do you visit Hilton Hotel?
 Once a month
 More than once a month
 Once a year
 More than once a year
Q2. Who influenced you to visit hotel?
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 Family
 Friends
 Colleagues
 Spouse
Q3. On the basis of your experience, will you recommend the services to your friends and
family?
 Yes
 No
Q4. How much you are satisfied with the services of Hilton Hotel?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
Q5. Your opinions regarding to the cleanliness in the Hilton Hotel as compare to other hotels?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
Q6. Do you satisfied with the prices of Hilton Hotel as compare to other hotels?
 Yes
 No
Q7. Do you think that by adopting marketing strategies the brand image of hotel can be
enhanced?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q8. Recommend some of the ways through which Hilton Hotel can enhance their brand image
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at global level.
2.3 DATA AND RELATION VARIABLE
The sample size is selected for the current research project is 15 and they help the
researcher in order to collect reliable or accurate data. There are two variables that play their
important role in the current study such as brand image and buying behaviour of visitors. The
information is gathered through primary and secondary sources so in this manner their overall
impact of brand image can be identified. The data should be evaluated by using some of the tools
so that overall views of the participants can be collected.
Some appropriate methods and approaches are used by researcher so that validity and
reliability can be achieved. Through this, the specified goals can be achieved. It is the
responsibility of researcher to ensure the confidentiality of project and don’t disclose the
information with others. Some challenges are occurring at the time of data analysis so they have
to manage their overall issues or problems so that their overall objectives can be achieved of
present research. At last, the overall performance has to be reviewed or monitored so that
improvements can be done in an efficient manner.
How often do you visit Hilton Hotel? Frequency
Once a month 15
More than once a month 5
Once a year 6
More than once a year 4
Who influenced you to visit hotel? Frequency
Family 4
Friends 14
Colleagues 8
Spouse 4
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On the basis of your experience, will you recommend the services to
your friends and family?
Frequency
Yes 20
No 10
How much you are satisfied with the services of Hilton Hotel? Frequency
Highly satisfied 8
Satisfied 12
Neutral 3
Dissatisfied 5
Highly dissatisfied 2
Your opinions regarding to the cleanliness in the Hilton Hotel as
compare to other hotels?
Frequency
Highly satisfied 12
Satisfied 9
Neutral 2
Dissatisfied 3
Highly dissatisfied 4
Do you satisfied with the prices of Hilton Hotel as compare to other
hotels?
Frequency
Yes 18
No 12
Do you think that by adopting marketing strategies the brand image of
hotel can be enhanced?
Frequency
Strongly agree 16
Agree 4
Neutral 1
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Disagree 5
Strongly disagree 4
3.1 RESEARCH EVALUATION TECHNIQUES
Evaluation is a type of technique that has been used by the researcher in order to judge
the activities or actions (Clarke and Fujimura, 2014). The main aim of evaluation is to take some
initiative so that future goals can be achieved in an efficient manner. On the basis of this, overall
reviews and feedback can be collected from the people. Here, questionnaire is used as a tool for
evaluation in which researcher asked questions to different respondents so that effective outcome
can be achieved. Both open ended and close ended questions are included into the questionnaire
so through this customer can also recommend some of the ways to Hilton Hotel so that their
overall brand image can be improved.
In questionnaire, some of the questions are related to the brand image and buying
behaviour decisions of visitors. Through this, researcher will be able to know about the current
position in the market and how brand image can affect the customer’s decisions. The overall
research questions can be resolved in an effective manner so that project can be conducted in
more successful manner.
Every time when survey was conducted than result was same and due to this their overall
reliability can be achieved in an efficient manner. Validity can be achieved through the
authenticate data that can be collected through an appropriate survey. So, in this manner overall
research outcomes can be gathered and impact of brand image on buying behaviour can be
identified.
In the present research project, qualitative research evaluation technique has been used by
researcher. Thematic analysis is more appropriate approach for this current field of study.
Through this, the views of different respondents can be evaluated more effectively.
3.2 DATA ANALYSIS
Data analysis is a kind of process that is used by researcher in order to analyse the
information that is gathered from questionnaire. Here, thematic analysis is used where different
themes are formed on the basis of the questions. On the other hand, graphs are formed on the
basis of views of respondents. Along with this, qualitative data analysis method has been used so
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that overall human’s perceptions can be identified. Furthermore, Hilton Hotel will be able to
know about the different buying decision of their visitors and their image at the global level.
Theme 1: Customers visit Hilton Hotel once in a month.
When researcher asked to the people for their visit in the hotel then different people gave
their different views. There are different types of visitors who visit in hotel for their own reason
such as business deals, holidays and so on. There are number of business person who says that
they visit the hotel for their own business deals in other country. In this manner, Hilton Hotel
will be able to know that how brand image can affect the customers buying decisions.
Findings: From the above graphical representation it can be analysed that there are 50%
people who says that they visit the hotel once in a month. Along with this, 17% customers are
there are who says that they are going to visit the hotel more than once a month, 20% consumers
are there who visit the hotel once in a year and 13% people are there who visit more than once a
year.
Theme 2: Friends and colleagues are the one who influence some of the customers to visit
hotel.
Over this statement, different people have their different opinions as some of the
customers says that their friends influence them to visit the hotel and other person says that their
colleagues influence them. So, it is the responsibility of Hilton hotel to offer quality services to
their customers so that they enjoy their experienced. Through this, their sales can be increased in
an efficient manner.
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Findings: On the basis of graph it is analysed that 13% people are there who says that
their family members influence them, 47% people says that friends influence them, 27%
customers says colleagues and 13% consumers says that their spouse influence them in order to
visit the place.
Theme 3: Customers will recommend services to their friends and family on the basis of
their experience.
There are some people who says that they recommend services of Hilton Hotel to their
family or friends so in this manner their overall performance can be improved in an efficient
manner. So, it is up to the enterprise that they will offer their to their customers so that they can
fulfil their overall needs and demands.
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Findings: From the mentioned graph it can be analysed that different customers have
their own opinion and they take the decision on the basis of their experience. So, there are
approx 67% customers who says that they will recommend their services to their relatives and
only 33% customers say that they will not recommend the services of Hilton Hotel to other
people.
Theme 4: Customers are satisfied with the services of Hilton Hotel.
Findings: In a survey, researcher asked to their respondents that how much they are
satisfied with the services of hotel. People have their own views and opinions regarding to the
overall accommodations facilities and other cleaning facilities. There are approx 27% people
who are highly satisfied, 40% customers are satisfied, 10% consumers have neutral reaction over
this statement, 16% people are dissatisfied and 7% users are highly dissatisfied with the services
of Hilton hotel. So, in this manner it can be concluded that end users are satisfied with the
different services of the firm.
Theme 5: People are highly satisfied with the cleanliness in the hotel.
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Findings: When researcher asked to the respondents that how much they are satisfied
with the housing facilities in the hotel. So, for this people give their opinion over this statement
and due to this their brand image is get improved in an efficient manner. On the basis of graph, it
can be represented that there are approx. 40% who says that they are highly satisfied with the
services, 30% customers are satisfied, 7% consumers have neutral, 10% customers are
dissatisfied and 13% consumers are highly dissatisfied with the services of Hilton Hotel.
Theme 6: Service users are satisfied with the prices of Hilton Hotel.
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Findings: When researcher asked to their sample people that are they satisfied with the
services of hotel industry or not. There are approx. 60% customers who says that they are
satisfied with the overall services and housing facilitate of the hotel. On the other hand, there are
some people who says that they are not satisfied with the services of Hilton Hotel as many
customers are not able to offered the luxury services.
Theme 7: Some customers are agreed that marketing strategies can enhance the brand
image of the organization.
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Findings: On the basis of graph it is interpreted that people are highly agreed with this
statement that marketing strategies can enhance their performance in an efficient manner. There
are approx 53% people who are highly agreed, 13% customers are only agreed, 4% customers
have neutral reaction, 17% people are disagree with this statement and 13% are highly disagree.
So, in this manner it can be summarised that marketing activities can enhance the brand image of
the business organization.
3.3 RECOMMENDATIONS
From the above carried out analysis it can be summarized that buying behaviour of
consumers play a vital role in overall brand image of organization. By adopting some approaches
or strategies companies can fulfil the demands and requirements of their consumers. There are
some of the recommendations that has to be followed by Hilton Hotel so that their overall
performance can be improved at the international as well as domestic market. If hospitality
industry will adopt these then they can accomplish their targets. Some of these recommendations
are as follows:
Marketing campaign: Some campaign should also be conducted at the marketplace so
that all people will be able to know about respective organizations and their services. These can
be conducted at the sea side destination and other street area where mostly people go for their
visit.
Online services: Hilton hotel should start offering their services to the customers through
their online website and store. The firm can post some blogs, images, videos on their website so
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that they can attract number of customers. People will be able to know about different deals and
discounts that are offered at the time of off season. Consumers can check their booking and other
details as through this they can save their time in an efficient manner.
Online survey: The hotel industry can conduct online survey at the workplace in order to
identify the needs and wants of different customers. For this, the manager can post a feedback
form on their website and people can fill that form after every booking. Through this, effective
reviews can be gathered by the firm and their brand image can be improved.
4.1 APPROPRIATE MEDIA
Researcher can use different media in order to communicate with the other target
audience as through this all people will be able to know about the outcomes. Through this,
company can enhance their brand image at the marketplace and due to this their overall
performance can be improved. For this, public media is an appropriate tool that can be used to
communicate with the mass population. This communication media can be used in an efficient
manner so that gap can be reduced between the organization and their targeted people.
Along with this, researcher can take the feedback from their targeted audience so that
they can evaluate their overall results in an efficient manner. Through this, changes can be
identified that what kinds of changes should be targeted so that overall study can be conducted in
an efficient manner. This is beneficial for both Hilton Hotel and customers and this will lead the
firm towards success.
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REFERENCES
Books and Journal
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