Exploring relationship between social media and user-generated content on buying behaviour in the Luxury Hotel Industry

Marketing Research

Table of Contents
Title..................................................................................................................................................1
Chapter 1: Introduction ...................................................................................................................1
Background of the study ............................................................................................................1
Research Questions ....................................................................................................................2
Research aim and objectives ......................................................................................................2
Rationale of the study..................................................................................................................3
Literature Review – .........................................................................................................................4
Benefits get by luxury Hotel companies from social media.......................................................4
Effects of social media on customer buying behaviour in the luxury Hotel industry. ...............5
Approaches of social media which luxury Hotel industry can use to increase buying behavior
of customers................................................................................................................................5
Proposed Methodology ...................................................................................................................7
Research Philosophy: .................................................................................................................7
Research Approach: ...................................................................................................................7
Research Strategy: ......................................................................................................................8
Research Choice: ........................................................................................................................8
Procedures, Techniques and research instruments: ....................................................................8
Sources of data: ..........................................................................................................................8
Research design: .........................................................................................................................9
Research Sampling: ....................................................................................................................9
Research Ethics: .........................................................................................................................9
Research Limitations:..................................................................................................................9
Research reliability and validity: .............................................................................................10
Data Analysis Techniques and Expected Outcomes: ...............................................................10
Time frame –..................................................................................................................................11
Conclusion –..................................................................................................................................14
References......................................................................................................................................15

Title
Exploring relationship between social media and user-generated content on buying
behaviour in the Luxury Hotel Industry.
Chapter 1: Introduction
Social media refers as an effective way of communication while making better use of
electronic medium to share data in more quick, ideal and personal basis. People and group of
people primarily use social media in order to have anywhere, anytime interaction by decrease the
distance issue (Abed, Dwivedi and Williams, 2015). The phenomena of social media is also
being used by the organisations in order to enhance their business operations and attract large
number of customers. For this research project, Premier Inn is a chosen British Luxury hotel
chain. It operates hotels in a different locations including suburbs, airports and city centres
competing with other hotels like Ibis and Travelodge. It was founded in 1987 by Whitbread and
headquartered in United Kingdom, United Arab Emirates, Republic of Ireland etc. This report
based on different chapters including introduction, literature review, methodology etc. These are
main chapters that support reader in identification of information included in each chapters.
Under introduction chapters, research aim, objectives, questions, rationale and many sub
activities included which support reader in determination of main purpose of conducting this
report. Literature review is another activity that support reader to identify number of secondary
sources and their significance in collection of information about the study. Proposed
methodology is another main activity that support reader to analysis useful research methods.
Background of the study
Social media is a virtual community that connect people around the world via different
websites such as Facebook, YouTube, MySpace, Twitter and Friendster. In 2010, Instagram was
introduced as a main medium of social media. Since then, many luxury hotel industry have
started to doing their businesses on Instagram (Alalwan and et. al., 2017). As businesses see this
new social media as an effective or friendlier channel and more easier to monitor. Many users
would also prefer to see from Instagram as well due to straightforward interface, less cluttered
page and easier to read feedbacks from other users.
User Generated Content is outlined as any kind of content that has been developed and
put out there by non-paying contributors or, following a better term, fans. It can introduce to
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pictures, tweets, blog posts, videos, testimonials and everything in betwixt and is the act of users
upgrade a brand rather than the brand itself.
Feedbacks is also known as user-generated content that mainly happens when previous
users share their experiences over the internet, which allows others including the potential users
to read (Alberghini, Cricelli and Grimaldi, 2014). User-generated content means digital content
developed, uploaded as well as communicated publicly over the internet by consumers via
pictures, discussion boards, videos, blog posts, comments, tweets, product or service reviews
etc. User-generated content can initiate a conversation or communication among unpaid
contributors via famous social platforms such as Facebook, Instagram, Twitter, Pinterest, and so
many other social networks. Therefore, social media play an essential role in hospitality industry,
transforming the way for searching tourist, finding data regarding travel-related products or
services, and modifying the way they create hotel related decision online. Along with this, social
media and user-generated content has positive relationship over buying behaviour of customers
within hospitality industry.
Social media has now become more important and significant part of each enterprise in
order to interact with clients, maintain promotions at low cost, approach new marketplace, give a
platform of digital marketing, increase customer base and so on (Alexander, 2014). These
advantages attract an organisation to use social media practices in their business operations.
Research Questions
 How do luxury Hotel companies benefit from social media?
 What are the effects of social media on buying behaviour of customer in the luxury Hotel
industry?
 What are the approaches which luxury Hotel industry can use to increase buying behavior
of customers?
Research aim and objectives
Research aim
Main aim of this research is to explore relationship between social media and user-
generated content on buying behaviour in the Luxury Hotel Industry.
Research objectives
Objectives of the study is mainly depend on research title and aim. With the helps of
research aim, research objectives systematically formed by researcher. Along with this, research
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