Impact of Marketing Strategies on Hotel Promotion after COVID-19: A Study on Hilton

This report discusses the impact of various marketing strategies on the promotion of hotels after COVID-19, with a focus on Hilton. It analyzes the role and importance of marketing in the revival of the hospitality industry, examines the challenges faced by hotels in implementing new marketing strategies, and recommends improvements. The report also includes results from a survey of 20 respondents and a literature review.

Quantitative Research
Methods for Social Scientists
CW1 Coursework

ABSTRACT
In the current environment the pandemic is affecting the working in operations of the
company all over the world. Particularly within the hospitality sector as well the impact of covid-
19 was negative. The current report has discussed about the impact of various marketing
strategies over the working of company. In addition to this the result section has also highlighted
that the use of different marketing strategies creates a positive impact over working of the hotel.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Literature review.........................................................................................................................4
Methodology...............................................................................................................................5
Results.........................................................................................................................................6
Discussion.................................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................15

INTRODUCTION
The current COVID 19 has affected the operation and working of the hospitality sector.
Hence for the revival of the business after the COVID situations the use of marketing is very
essential for the success. The present study will outline the various marketing strategy and its
impact over the promotion of hotels after the covid-19 situation.
Aim and objectives
'To analyse the impact of marketing strategy within the promotion of hotels after COVID 19. A
study on Hilton.
Objectives
 To analyse the role and importance of marketing within the revival of the hospitality
industry.
 To examine the impact of marketing strategies in better and effective overcoming of the
hotels after pandemic.
 To evaluate the challenges being faced by hotels in implementing the new marketing
strategies.
 To recommend some of the improvement within the marketing strategy being applicable
to the Hilton hotel.
Research question
1. What is the role and importance of marketing in revival of hospitality sector?
2. What is the impact of marketing strategies over the working and operation of hotel after
pandemic?
3. What are the various challenges which the hotels face while implementing the marketing
strategy?
Literature review
As per the views of Ho and et.al., (2021) it is evaluated that the use of marketing is very
essential for the success of the business. Particularly after the effects of the current pandemic
team marketing has become a crucial part of the business. In case the marketing is not done in
proper manner then it will result in loss for the hotels. On the other hand, Ohe (2020) argued that
the use of marketing creates a positive impact over the performance of the hotel and its success.

The reason underlying this part is that when the marketing will be done and proper manner than
it will attract the attention of the consumers and the sale of the business will improve and
increase.
Moreover, in against of this van Leeuwen Boomkamp and Vermolen (2021) analysed that
use of social media marketing creates a positive impact over the working efficiency of the hotels.
The reason underlying this fact is that in the current modern world consumers are used to internet
and the social media. The marketing with help of social media platforms will grab the attention
of the consumers to a great extent. And as a result of this the operations of the company after
pandemic will improve.
Methodology
Methods used
The method used within the research is combination of qualitative and quantitative study
related to the research area. The reason behind the selection of this is that the combination will
provide more reliable and accurate information and will assist in effective analysing the research
topic.
Sampling
The sampling method being undertaken within the research was the random sampling
method and on that basis 20 respondents were selected battles 10 males and females (Snyder,
2019). Sample will include friends and family or the other students who are over the age of 18
years
Research process
Along with this the research process will include collecting the data from the primary
respondents and applying different statistical tools over dragged data. After the outcome of the
data analysis it will be integrated with help of the secondary information and sources.
Ethical consideration
The ethical consideration to be e considered at time of doing the research was the
collection of the data. The data was collected from the respondents by their written consent only.
In addition to this data was not collected from any of the unreliable or unauthenticated source.
Reflexivity
The part played within the research was the analysis of the data which is the most crucial
element. The reason underlying this fact is that in case the data will not be evaluated properly

then the outcome will not be good (Mohajan, 2018). Hence the use of the data analysis
techniques need to be undertaken in proper and effective manner so that objective of the study
can be attained.
Results
Descriptive statistics
Frequency Table
Table 1
Q1. What is your gender?
N Valid 20
Missing 0
Mean 1.3000
Median 1.0000
Mode 1.00
Std. Deviation .47016
Variance .221
Sum 26.00
Q1. What is your gender?
Particular Frequency Percent
Valid
Male 14 70.0
Female 6 30.0
Total 20 100.0
Table 2
Q2. What is your age?
N Valid 20
Missing 0
Mean 1.6000
Median 1.0000
Mode 1.00
Std. Deviation .82078

Variance .674
Sum 32.00
Q2. What is your age?
Particular Frequency Percent
Valid
Young 12 60.0
Middle 4 20.0
Old 4 20.0
Total 20 100.0
Table 3
Q3. Are you aware of the concept of
marketing post pandemic?
N Valid 20
Missing 0
Mean 1.3500
Median 1.0000
Mode 1.00
Std. Deviation .48936
Variance .239
Sum 27.00
Q3. Are you aware of the concept of marketing post pandemic?
Particular Frequency Percent
Valid
Yes 13 65.0
No 7 35.0
Total 20 100.0
Table 4
Q4. What is the impact of using the
marketing in promotion of hotel and its
services?

N Valid 20
Missing 0
Mean 1.7000
Median 1.0000
Mode 1.00
Std. Deviation .86450
Variance .747
Sum 34.00
Q4. What is the impact of using the marketing in promotion of hotel and its services?
Particular Frequency Percent
Valid
Positive 11 55.0
Negative 4 20.0
No impact 5 25.0
Total 20 100.0
Table 5
Q5. What are the various strategy used for the
promotion of the hotel after the pandemic?
N Valid 20
Missing 0
Mean 3.2500
Median 4.0000
Mode 4.00
Std. Deviation 1.06992
Variance 1.145
Sum 65.00
Q5. What are the various strategy used for the promotion of the hotel after the pandemic?
Particular Frequency Percent
Valid Social media marketing 2 10.0
Sales promotion 3 15.0
Loyalty scheme 3 15.0

All of the above 12 60.0
Total 20 100.0
Table 6
Q6. What is the impact of using the various
marketing strategies over the working of the
hotel?
N Valid 20
Missing 0
Mean 3.1500
Median 4.0000
Mode 4.00
Std. Deviation 1.08942
Variance 1.187
Sum 63.00
Q6. What is the impact of using the various marketing strategies over the working of the
hotel?
Particular Frequency Percent
Valid
Increase in number of consumers 2 10.0
Increase in knowledge of consumer
relating to the services of hotel 4 20.0
Facing the competitive market 3 15.0
All of the above 11 55.0
Total 20 100.0
Table 7
Q7. Are there any of the challenges relating to
the use of marketing within the hotel
promotion?
N Valid 20

Missing 0
Mean 1.3500
Median 1.0000
Mode 1.00
Std. Deviation .48936
Variance .239
Sum 27.00
Q7. Are there any of the challenges relating to the use of marketing within the hotel
promotion?
Particular Frequency Percent
Valid
Yes 13 65.0
No 7 35.0
Total 20 100.0
Table 8
Q8. From the following which are the major
challenges which the company faces due to
implementation of the marketing?
N Valid 20
Missing 0
Mean 2.9500
Median 3.0000
Mode 4.00
Std. Deviation 1.14593
Variance 1.313
Sum 59.00
Q8. From the following which are the major challenges which the company faces due to
implementation of the marketing?
Particular Frequency Percent

Valid
Fear of consumer for getting infected 3 15.0
Different regulatory and compliance
requirement 4 20.0
High unemployment 4 20.0
All of the above 9 45.0
Total 20 100.0
Table 9
Q9. Can these challenges be overcome in
improving the business?
N Valid 20
Missing 0
Mean 1.3500
Median 1.0000
Mode 1.00
Std. Deviation .48936
Variance .239
Sum 27.00
Q9. Can these challenges be overcome in improving the business?
Particular Frequency Percent
Valid
Yes 13 65.0
No 7 35.0
Total 20 100.0
Table 10
Q10. From the following which can be the
better solution for improving the marketing
of the company?
N Valid 20
Missing 0
Mean 2.9000

Median 3.0000
Mode 4.00
Std. Deviation 1.11921
Variance 1.253
Sum 58.00
Q10. From the following which can be the better solution for improving the marketing of
the company?
Particular Frequency Percent
Valid
Auditing the market research 3 15.0
More focus on internet marketing 4 20.0
Continuous taking feedback from the
consumers 5 25.0
All of the above 8 40.0
Total 20 100.0
By the analysis of the results it is clear that respondents are having proper knowledge
relating to the concept of marketing and its importance post pandemic. Also, it was analysed that
the use of different marketing strategies like social media, sales promotion and other aspect
needs to be taken care by the hotel for its revival.
Further with help of the cross tabulation it is clear that the on the basis of gender, the total
of 14 males and 6 females answered all the question. Along with this, on the basis of age, it was
concluded that majority of the respondent were young that is 12 and remaining were middle that
is 4 and old also 4.
Discussion
With the above analysis of the descriptive analysis it is clear that the most common
gender which is being used for the data collection is made. For the people belonging to the age
category was young who were maximum. Along with this one asked for the concept of
marketing it was seen that maximum of the people is having knowledge relating to the concept

and the impact is also positive. Further with help of the chi-square test it was analysed that the
majority of the answers have been provided by the males. In the category the male is denoted by
one and female by two. Hence with the analysis of the evaluation of the data it was analysed that
the majority of the people were male and they responded 14 out of 20. On the other hand, the
remaining females were 6 out of 20. With the overall analysis it was evaluated that majority of
people were having the knowledge relating to the concept of marketing and its usefulness after
the covid-19 impact.
As per the views of Hadi, and Supardi (2020) it was evaluated that the use of marketing is
very essential for getting successful after the pandemic situations. The reason underlying this fact
is that in case the marketing will not be taken place in effective manner then this will not provide
the accurate outcome to the hospitality companies. And as a result of this it was evaluated that
the use of different types of marketing techniques like social media marketing sales promotion
providing discounts to the customers is assistive in attracting consumers it towards the
hospitality sector.
Further it was also analysed that there are different challenges related to effective
marketing within the hospitality sector. These challenges involved fear of consumer of getting
infected and not coming to the hotels along with different regulatory and compliance
requirements relating to the covid-19.
CONCLUSION
The above report concluded that marketing is a concept which is very necessary for the
effect of success of the business. Especially after the impact of the pandemic the use of
marketing has become essential within the hospitality sector. The above report evaluated that the
major marketing techniques used by company after the pendant is social media marketing sales
promotion and many other different techniques.

REFERENCES
Books and Journals
Hadi, S. and Supardi, S., 2020. Revitalization strategy for small and medium enterprises after
Corona virus disease pandemic (covid-19) in Yogyakarta. J. Xian Univ. Archit.
Technol. 12. pp.4068-4076.
Ho, C. Y., and et.al., 2021. Exploring green marketing orientations toward sustainability the
hospitality industry in the covid-19 pandemic. Sustainability. 13(8). p.4348.
Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Ohe, Y., 2020. Exploring a way forward for rural tourism after the corona pandemic. Journal of
Global Tourism Research. 5(2). pp.105-106.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research, 104, pp.333-339.
van Leeuwen Boomkamp, N. and Vermolen, N., 2021. Crisis management: The response of a
small Dutch hospitality company during the COVID-19 pandemic. Research in
Hospitality Management. 11(2). pp.159-164.

APPENDIX
Questionnaire
Q1. What is your gender?
Male Female
Q2. What is your age?
Young Middle Old
Q3. Are you aware of the concept of marketing post pandemic?
Yes No
Q4. What is the impact of using the marketing in promotion of hotel and its services?
Positive Negative No impact
Q5. What are the various strategy used for the promotion of the hotel after the
pandemic?
Social media marketing Sales Promotion Loyalty schemes All of the
above
Q6. What is the impact of using the various marketing strategies over the working of the
hotel?
Increase in number of consumers Increase in knowledge of consumer relating
to the services of hotel Facing the competitive market All of the above
Q7. Are there any of the challenges relating to the use of marketing within the hotel
promotion?
Yes No
Q8. From the following which are the major challenges which the company faces due to
implementation of the marketing?
Fear of consumer for getting infected Different regulatory and compliance
requirement High unemployment All of the above
Q9. Can these challenges be overcome in improving the business?
Yes No
Q10. From the following which can be the better solution for improving the marketing
of the company?
Auditing the market research More focus on internet marketing

Continuous taking feedback from the consumers All of the above
Cross tabulation
Crosstabs
Gender and other variables
Q3. Are you aware of the concept of marketing post pandemic? * Q1. What is your gender?
Crosstab
Q1. What is your gender?Total
Male Female
Q3. Are you aware of the
concept of marketing post
pandemic?
Yes
Count 10 3 13
% within Q3. Are you
aware of the concept of
marketing post pandemic?
76.9% 23.1% 100.0%
% within Q1. What is
your gender? 71.4% 50.0% 65.0%
% of Total 50.0% 15.0% 65.0%
No
Count 4 3 7
% within Q3. Are you
aware of the concept of
marketing post pandemic?
57.1% 42.9% 100.0%
% within Q1. What is
your gender? 28.6% 50.0% 35.0%
% of Total 20.0% 15.0% 35.0%
Total Count 14 6 20

% within Q3. Are you
aware of the concept of
marketing post pandemic?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square .848a 1 .357
Continuity Correction .167 1 .682
Likelihood Ratio .829 1 .363
Fisher's Exact Test .613 .336
Linear-by-Linear
Association .805 1 .370
N of Valid Cases 20
a. 3 cells (75.0%) have expected count less than 5. The minimum expected count is 2.10.
b. Computed only for a 2x2 table
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .206 .357
Cramer's V .206 .357
Contingency Coefficient .202 .357
N of Valid Cases 20
a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.
Q4. What is the impact of using the marketing in promotion of hotel and its services? * Q1.
What is your gender?
Crosstab
Q1. What is your
gender?
Total
Male Female
Q4. What is the impact
of using the marketing in
promotion of hotel and
its services?
Positive
Count 8 3 11
% within Q4. What is
the impact of using the
marketing in promotion
of hotel and its services?
72.7% 27.3% 100.0%
% within Q1. What is
your gender? 57.1% 50.0% 55.0%
% of Total 40.0% 15.0% 55.0%
Negative
Count 1 3 4
% within Q4. What is
the impact of using the
marketing in promotion
of hotel and its services?
25.0% 75.0% 100.0%
% within Q1. What is
your gender? 7.1% 50.0% 20.0%
% of Total 5.0% 15.0% 20.0%
No impact
Count 5 0 5
% within Q4. What is
the impact of using the
marketing in promotion
of hotel and its services?
100.0% 0.0% 100.0%
% within Q1. What is
your gender? 35.7% 0.0% 25.0%
% of Total 25.0% 0.0% 25.0%

Total
Count 14 6 20
% within Q4. What is
the impact of using the
marketing in promotion
of hotel and its services?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 6.039a 2 .049
Likelihood Ratio 7.045 2 .030
Linear-by-Linear
Association .459 1 .498
N of Valid Cases 20
a. 5 cells (83.3%) have expected count less than 5. The minimum
expected count is 1.20.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .549 .049
Cramer's V .549 .049
Contingency Coefficient .482 .049
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.

Q5. What are the various strategy used for the promotion of the hotel after the pandemic?
* Q1. What is your gender?
Crosstab
Q1. What is your
gender?
Total
Male Female
Q5. What are the
various strategy used
for the promotion of
the hotel after the
pandemic? Social media
marketing
Count 1 1 2
% within Q5. What
are the various
strategy used for the
promotion of the hotel
after the pandemic?
50.0% 50.0% 100.0%
% within Q1. What is
your gender? 7.1% 16.7% 10.0%
% of Total 5.0% 5.0% 10.0%
Sales promotion Count 2 1 3
% within Q5. What
are the various
strategy used for the
promotion of the hotel
after the pandemic?
66.7% 33.3% 100.0%
% within Q1. What is
your gender? 14.3% 16.7% 15.0%
% of Total 10.0% 5.0% 15.0%

Loyalty scheme
Count 2 1 3
% within Q5. What
are the various
strategy used for the
promotion of the hotel
after the pandemic?
66.7% 33.3% 100.0%
% within Q1. What is
your gender? 14.3% 16.7% 15.0%
% of Total 10.0% 5.0% 15.0%
All of the above
Count 9 3 12
% within Q5. What
are the various
strategy used for the
promotion of the hotel
after the pandemic?
75.0% 25.0% 100.0%
% within Q1. What is
your gender? 64.3% 50.0% 60.0%
% of Total 45.0% 15.0% 60.0%
Total
Count 14 6 20
% within Q5. What
are the various
strategy used for the
promotion of the hotel
after the pandemic?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .556a 3 .907

Likelihood Ratio .528 3 .913
Linear-by-Linear
Association .468 1 .494
N of Valid Cases 20
a. 7 cells (87.5%) have expected count less than 5. The minimum
expected count is .60.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .167 .907
Cramer's V .167 .907
Contingency Coefficient .164 .907
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q6. What is the impact of using the various marketing strategies over the working of the
hotel? * Q1. What is your gender?
Crosstab
Q1. What is your
gender?
Total
Male Female
Count 2 0 2

Q6. What is the
impact of using the
various marketing
strategies over the
working of the hotel?
Increase in number of
consumers
% within Q6. What is
the impact of using
the various marketing
strategies over the
working of the hotel?
100.0% 0.0% 100.0%
% within Q1. What is
your gender? 14.3% 0.0% 10.0%
% of Total 10.0% 0.0% 10.0%
Increase in
knowledge of
consumer relating to
the services of hotel
Count 2 2 4
% within Q6. What is
the impact of using
the various marketing
strategies over the
working of the hotel?
50.0% 50.0% 100.0%
% within Q1. What is
your gender? 14.3% 33.3% 20.0%
% of Total 10.0% 10.0% 20.0%
Facing the
competitive market
Count 2 1 3
% within Q6. What is
the impact of using
the various marketing
strategies over the
working of the hotel?
66.7% 33.3% 100.0%
% within Q1. What is
your gender? 14.3% 16.7% 15.0%
% of Total 10.0% 5.0% 15.0%
All of the above
Count 8 3 11
% within Q6. What is
the impact of using
the various marketing
strategies over the
working of the hotel?
72.7% 27.3% 100.0%
% within Q1. What is
your gender? 57.1% 50.0% 55.0%
% of Total 40.0% 15.0% 55.0%

Total
Count 14 6 20
% within Q6. What is
the impact of using
the various marketing
strategies over the
working of the hotel?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.674a 3 .643
Likelihood Ratio 2.179 3 .536
Linear-by-Linear
Association .002 1 .964
N of Valid Cases 20
a. 7 cells (87.5%) have expected count less than 5. The minimum
expected count is .60.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .289 .643
Cramer's V .289 .643
Contingency Coefficient .278 .643
N of Valid Cases 20
a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.
Q7. Are there any of the challenges relating to the use of marketing within the hotel
promotion? * Q1. What is your gender?
Crosstab
Q1. What is your gender?Total
Male Female
Q7. Are there any of the
challenges relating to the
use of marketing within
the hotel promotion?
Yes
Count 9 4 13
% within Q7. Are there
any of the challenges
relating to the use of
marketing within the
hotel promotion?
69.2% 30.8% 100.0%
% within Q1. What is
your gender? 64.3% 66.7% 65.0%
% of Total 45.0% 20.0% 65.0%
No
Count 5 2 7
% within Q7. Are there
any of the challenges
relating to the use of
marketing within the
hotel promotion?
71.4% 28.6% 100.0%
% within Q1. What is
your gender? 35.7% 33.3% 35.0%
% of Total 25.0% 10.0% 35.0%
Total Count 14 6 20

% within Q7. Are there
any of the challenges
relating to the use of
marketing within the
hotel promotion?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square .010a 1 .919
Continuity Correctionb .000 1 1.000
Likelihood Ratio .011 1 .918
Fisher's Exact Test 1.000 .664
Linear-by-Linear
Association .010 1 .921
N of Valid Cases 20
a. 3 cells (75.0%) have expected count less than 5. The minimum expected count is 2.10.
b. Computed only for a 2x2 table
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi -.023 .919
Cramer's V .023 .919
Contingency Coefficient .023 .919
N of Valid Cases 20

a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q8. From the following which are the major challenges which the company faces due to
implementation of the marketing? * Q1. What is your gender?
Crosstab
Q1. What is your
gender?
Total
Male Female
Q8. From the
following which are
the major challenges
which the company
faces due to
implementation of the
marketing?
Fear of consumer for
getting infected Count 1 2 3
% within Q8. From
the following which
are the major
challenges which the
company faces due to
implementation of the
marketing?
33.3% 66.7% 100.0%
% within Q1. What is
your gender? 7.1% 33.3% 15.0%
% of Total 5.0% 10.0% 15.0%
Different regulatory
and compliance
requirement
Count 4 0 4

% within Q8. From
the following which
are the major
challenges which the
company faces due to
implementation of the
marketing?
100.0% 0.0% 100.0%
% within Q1. What is
your gender? 28.6% 0.0% 20.0%
% of Total 20.0% 0.0% 20.0%
High unemployment Count 2 2 4
% within Q8. From
the following which
are the major
challenges which the
company faces due to
implementation of the
marketing?
50.0% 50.0% 100.0%
% within Q1. What is
your gender? 14.3% 33.3% 20.0%
% of Total 10.0% 10.0% 20.0%
All of the above Count 7 2 9
% within Q8. From
the following which
are the major
challenges which the
company faces due to
implementation of the
marketing?
77.8% 22.2% 100.0%
% within Q1. What is
your gender? 50.0% 33.3% 45.0%
% of Total 35.0% 10.0% 45.0%
Total Count 14 6 20

% within Q8. From
the following which
are the major
challenges which the
company faces due to
implementation of the
marketing?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 4.656a 3 .199
Likelihood Ratio 5.536 3 .137
Linear-by-Linear
Association .524 1 .469
N of Valid Cases 20
a. 7 cells (87.5%) have expected count less than 5. The minimum
expected count is .90.
Symmetric Measures
Value Approx. Sig.
Phi .482 .199
Cramer's V .482 .199
Contingency Coefficient .435 .199
N of Valid Cases 20
a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.
Q9. Can these challenges be overcome in improving the business? * Q1. What is your
gender?
Crosstab
Q1. What is your gender?Total
Male Female
Q9. Can these challenges
be overcome in
improving the business?
Yes
Count 11 2 13
% within Q9. Can these
challenges be overcome
in improving the
business?
84.6% 15.4% 100.0%
% within Q1. What is
your gender? 78.6% 33.3% 65.0%
% of Total 55.0% 10.0% 65.0%
No
Count 3 4 7
% within Q9. Can these
challenges be overcome
in improving the
business?
42.9% 57.1% 100.0%
% within Q1. What is
your gender? 21.4% 66.7% 35.0%
% of Total 15.0% 20.0% 35.0%
Total Count 14 6 20
% within Q9. Can these
challenges be overcome
in improving the
business?
70.0% 30.0% 100.0%

% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 3.778a 1 .052
Continuity Correctionb 2.051 1 .152
Likelihood Ratio 3.711 1 .054
Fisher's Exact Test .122 .078
Linear-by-Linear
Association 3.589 1 .058
N of Valid Cases 20
a. 3 cells (75.0%) have expected count less than 5. The minimum expected count is 2.10.
b. Computed only for a 2x2 table
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .435 .052
Cramer's V .435 .052
Contingency Coefficient .399 .052
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.

Q10. From the following which can be the better solution for improving the marketing of
the company? * Q1. What is your gender?
Crosstab
Q1. What is your
gender?
Total
Male Female
Q10. From the
following which can
be the better solution
for improving the
marketing of the
company? Auditing the market
research
Count 2 1 3
% within Q10. From
the following which
can be the better
solution for
improving the
marketing of the
company?
66.7% 33.3% 100.0%
% within Q1. What is
your gender? 14.3% 16.7% 15.0%
% of Total 10.0% 5.0% 15.0%
More focus on
internet marketing
Count 3 1 4
% within Q10. From
the following which
can be the better
solution for
improving the
marketing of the
company?
75.0% 25.0% 100.0%
% within Q1. What is
your gender?
21.4% 16.7% 20.0%

% of Total 15.0% 5.0% 20.0%
Continuous taking
feedback from the
consumers
Count 4 1 5
% within Q10. From
the following which
can be the better
solution for
improving the
marketing of the
company?
80.0% 20.0% 100.0%
% within Q1. What is
your gender? 28.6% 16.7% 25.0%
% of Total 20.0% 5.0% 25.0%
All of the above
Count 5 3 8
% within Q10. From
the following which
can be the better
solution for
improving the
marketing of the
company?
62.5% 37.5% 100.0%
% within Q1. What is
your gender? 35.7% 50.0% 40.0%
% of Total 25.0% 15.0% 40.0%
Total
Count 14 6 20
% within Q10. From
the following which
can be the better
solution for
improving the
marketing of the
company?
70.0% 30.0% 100.0%
% within Q1. What is
your gender? 100.0% 100.0% 100.0%
% of Total 70.0% 30.0% 100.0%

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .516a 3 .915
Likelihood Ratio .528 3 .913
Linear-by-Linear
Association .068 1 .794
N of Valid Cases 20
a. 7 cells (87.5%) have expected count less than 5. The minimum
expected count is .90.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .161 .915
Cramer's V .161 .915
Contingency Coefficient .159 .915
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Age and other variables
Q3. Are you aware of the concept of marketing post pandemic? * Q2. What is your age?

Crosstab
Q2. What is your age? Total
Young Middle Old
Q3. Are you aware of
the concept of
marketing post
pandemic?
Yes
Count 9 2 2 13
% within Q3. Are you
aware of the concept
of marketing post
pandemic?
69.2% 15.4% 15.4% 100.0%
% within Q2. What is
your age? 75.0% 50.0% 50.0% 65.0%
% of Total 45.0% 10.0% 10.0% 65.0%
No
Count 3 2 2 7
% within Q3. Are you
aware of the concept
of marketing post
pandemic?
42.9% 28.6% 28.6% 100.0%
% within Q2. What is
your age? 25.0% 50.0% 50.0% 35.0%
% of Total 15.0% 10.0% 10.0% 35.0%
Total
Count 12 4 4 20
% within Q3. Are you
aware of the concept
of marketing post
pandemic?
60.0% 20.0% 20.0% 100.0%
% within Q2. What is
your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.319a 2 .517
Likelihood Ratio 1.311 2 .519
Linear-by-Linear
Association 1.057 1 .304
N of Valid Cases 20

a. 5 cells (83.3%) have expected count less than 5. The minimum
expected count is 1.40.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .257 .517
Cramer's V .257 .517
Contingency Coefficient .249 .517
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q4. What is the impact of using the marketing in promotion of hotel and its services? * Q2.
What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old
Q4. What is the
impact of using the
marketing in
promotion of hotel
and its services? Positive
Count 7 2 2 11
% within Q4. What is
the impact of using
the marketing in
promotion of hotel
and its services?
63.6% 18.2% 18.2% 100.0%
% within Q2. What is
your age? 58.3% 50.0% 50.0% 55.0%
% of Total 35.0% 10.0% 10.0% 55.0%
Negative Count 2 1 1 4
% within Q4. What is
the impact of using
the marketing in
promotion of hotel
and its services?
50.0% 25.0% 25.0% 100.0%

% within Q2. What is
your age? 16.7% 25.0% 25.0% 20.0%
% of Total 10.0% 5.0% 5.0% 20.0%
No
impact
Count 3 1 1 5
% within Q4. What is
the impact of using
the marketing in
promotion of hotel
and its services?
60.0% 20.0% 20.0% 100.0%
% within Q2. What is
your age? 25.0% 25.0% 25.0% 25.0%
% of Total 15.0% 5.0% 5.0% 25.0%
Total
Count 12 4 4 20
% within Q4. What is
the impact of using
the marketing in
promotion of hotel
and its services?
60.0% 20.0% 20.0% 100.0%
% within Q2. What is
your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .227a 4 .994
Likelihood Ratio .225 4 .994
Linear-by-Linear
Association .038 1 .846
N of Valid Cases 20
a. 8 cells (88.9%) have expected count less than 5. The minimum
expected count is .80.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi .107 .994

Cramer's V .075 .994
Contingency Coefficient .106 .994
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q5. What are the various strategy used for the promotion of the hotel after the pandemic?
* Q2. What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old
Q5. What are the
various strategy
used for the
promotion of the
hotel after the
pandemic?
Social media
marketing
Count 1 1 0 2
% within Q5. What
are the various
strategy used for
the promotion of
the hotel after the
pandemic?
50.0% 50.0% 0.0% 100.0%
% within Q2. What
is your age? 8.3% 25.0% 0.0% 10.0%
% of Total 5.0% 5.0% 0.0% 10.0%
Sales promotion
Count 1 0 2 3
% within Q5. What
are the various
strategy used for
the promotion of
the hotel after the
pandemic?
33.3% 0.0% 66.7% 100.0%
% within Q2. What
is your age? 8.3% 0.0% 50.0% 15.0%
% of Total 5.0% 0.0% 10.0% 15.0%
Loyalty scheme Count 3 0 0 3

% within Q5. What
are the various
strategy used for
the promotion of
the hotel after the
pandemic?
100.0% 0.0% 0.0% 100.0%
% within Q2. What
is your age? 25.0% 0.0% 0.0% 15.0%
% of Total 15.0% 0.0% 0.0% 15.0%
All of the above
Count 7 3 2 12
% within Q5. What
are the various
strategy used for
the promotion of
the hotel after the
pandemic?
58.3% 25.0% 16.7% 100.0%
% within Q2. What
is your age? 58.3% 75.0% 50.0% 60.0%
% of Total 35.0% 15.0% 10.0% 60.0%
Total
Count 12 4 4 20
% within Q5. What
are the various
strategy used for
the promotion of
the hotel after the
pandemic?
60.0% 20.0% 20.0% 100.0%
% within Q2. What
is your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.778a 6 .255
Likelihood Ratio 8.388 6 .211
Linear-by-Linear
Association .273 1 .601
N of Valid Cases 20

a. 11 cells (91.7%) have expected count less than 5. The minimum
expected count is .40.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .624 .255
Cramer's V .441 .255
Contingency Coefficient .529 .255
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q6. What is the impact of using the various marketing strategies over the working of the
hotel? * Q2. What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old
Q6. What is the
impact of using
the various
marketing
strategies over the
working of the
hotel?
Increase in number
of consumers
Count 2 0 0 2
% within Q6.
What is the impact
of using the
various marketing
strategies over the
working of the
hotel?
100.0% 0.0% 0.0% 100.0%
% within Q2.
What is your age? 16.7% 0.0% 0.0% 10.0%
% of Total 10.0% 0.0% 0.0% 10.0%
Count 2 1 1 4

Increase in
knowledge of
consumer relating
to the services of
hotel
% within Q6.
What is the impact
of using the
various marketing
strategies over the
working of the
hotel?
50.0% 25.0% 25.0% 100.0%
% within Q2.
What is your age? 16.7% 25.0% 25.0% 20.0%
% of Total 10.0% 5.0% 5.0% 20.0%
Facing the
competitive
market
Count 1 1 1 3
% within Q6.
What is the impact
of using the
various marketing
strategies over the
working of the
hotel?
33.3% 33.3% 33.3% 100.0%
% within Q2.
What is your age? 8.3% 25.0% 25.0% 15.0%
% of Total 5.0% 5.0% 5.0% 15.0%
All of the above
Count 7 2 2 11
% within Q6.
What is the impact
of using the
various marketing
strategies over the
working of the
hotel?
63.6% 18.2% 18.2% 100.0%
% within Q2.
What is your age? 58.3% 50.0% 50.0% 55.0%
% of Total 35.0% 10.0% 10.0% 55.0%
Total Count 12 4 4 20
% within Q6.
What is the impact
of using the
various marketing
strategies over the
working of the
hotel?
60.0% 20.0% 20.0% 100.0%

% within Q2.
What is your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.449a 6 .874
Likelihood Ratio 3.136 6 .792
Linear-by-Linear
Association .095 1 .758
N of Valid Cases 20
a. 11 cells (91.7%) have expected count less than 5. The minimum
expected count is .40.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .350 .874
Cramer's V .247 .874
Contingency Coefficient .330 .874
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q7. Are there any of the challenges relating to the use of marketing within the hotel
promotion? * Q2. What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old

Q7. Are there any of
the challenges relating
to the use of marketing
within the hotel
promotion?
Yes
Count 8 2 3 13
% within Q7. Are there
any of the challenges
relating to the use of
marketing within the
hotel promotion?
61.5% 15.4% 23.1% 100.0%
% within Q2. What is
your age? 66.7% 50.0% 75.0% 65.0%
% of Total 40.0% 10.0% 15.0% 65.0%
No
Count 4 2 1 7
% within Q7. Are there
any of the challenges
relating to the use of
marketing within the
hotel promotion?
57.1% 28.6% 14.3% 100.0%
% within Q2. What is
your age? 33.3% 50.0% 25.0% 35.0%
% of Total 20.0% 10.0% 5.0% 35.0%
Total
Count 12 4 4 20
% within Q7. Are there
any of the challenges
relating to the use of
marketing within the
hotel promotion?
60.0% 20.0% 20.0% 100.0%
% within Q2. What is
your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .586a 2 .746
Likelihood Ratio .578 2 .749
Linear-by-Linear
Association .013 1 .909
N of Valid Cases 20
a. 5 cells (83.3%) have expected count less than 5. The minimum
expected count is 1.40.

Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .171 .746
Cramer's V .171 .746
Contingency Coefficient .169 .746
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q8. From the following which are the major challenges which the company faces due to
implementation of the marketing? * Q2. What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old
Q8. From the
following which
are the major
challenges which
the company faces
due to
implementation of
the marketing?
Fear of consumer
for getting infected
Count 1 1 1 3
% within Q8.
From the
following which
are the major
challenges which
the company faces
due to
implementation of
the marketing?
33.3% 33.3% 33.3% 100.0%
% within Q2.
What is your age? 8.3% 25.0% 25.0% 15.0%
% of Total 5.0% 5.0% 5.0% 15.0%
Count 1 1 2 4

Different
regulatory and
compliance
requirement
% within Q8.
From the
following which
are the major
challenges which
the company faces
due to
implementation of
the marketing?
25.0% 25.0% 50.0% 100.0%
% within Q2.
What is your age? 8.3% 25.0% 50.0% 20.0%
% of Total 5.0% 5.0% 10.0% 20.0%
High
unemployment
Count 4 0 0 4
% within Q8.
From the
following which
are the major
challenges which
the company faces
due to
implementation of
the marketing?
100.0% 0.0% 0.0% 100.0%
% within Q2.
What is your age? 33.3% 0.0% 0.0% 20.0%
% of Total 20.0% 0.0% 0.0% 20.0%
All of the above
Count 6 2 1 9
% within Q8.
From the
following which
are the major
challenges which
the company faces
due to
implementation of
the marketing?
66.7% 22.2% 11.1% 100.0%
% within Q2.
What is your age? 50.0% 50.0% 25.0% 45.0%
% of Total 30.0% 10.0% 5.0% 45.0%
Total Count 12 4 4 20

% within Q8.
From the
following which
are the major
challenges which
the company faces
due to
implementation of
the marketing?
60.0% 20.0% 20.0% 100.0%
% within Q2.
What is your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 6.667a 6 .353
Likelihood Ratio 7.825 6 .251
Linear-by-Linear
Association 2.437 1 .119
N of Valid Cases 20
a. 11 cells (91.7%) have expected count less than 5. The minimum
expected count is .60.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .577 .353
Cramer's V .408 .353
Contingency Coefficient .500 .353
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.

Q9. Can these challenges be overcome in improving the business? * Q2. What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old
Q9. Can these
challenges be
overcome in
improving the
business?
Yes
Count 8 3 2 13
% within Q9. Can
these challenges be
overcome in
improving the
business?
61.5% 23.1% 15.4% 100.0%
% within Q2. What is
your age? 66.7% 75.0% 50.0% 65.0%
% of Total 40.0% 15.0% 10.0% 65.0%
No
Count 4 1 2 7
% within Q9. Can
these challenges be
overcome in
improving the
business?
57.1% 14.3% 28.6% 100.0%
% within Q2. What is
your age? 33.3% 25.0% 50.0% 35.0%
% of Total 20.0% 5.0% 10.0% 35.0%
Total
Count 12 4 4 20
% within Q9. Can
these challenges be
overcome in
improving the
business?
60.0% 20.0% 20.0% 100.0%
% within Q2. What is
your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)

Pearson Chi-Square .586a 2 .746
Likelihood Ratio .578 2 .749
Linear-by-Linear
Association .209 1 .648
N of Valid Cases 20
a. 5 cells (83.3%) have expected count less than 5. The minimum
expected count is 1.40.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .171 .746
Cramer's V .171 .746
Contingency Coefficient .169 .746
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
Q10. From the following which can be the better solution for improving the marketing of
the company? * Q2. What is your age?
Crosstab
Q2. What is your age? Total
Young Middle Old
Q10. From the
following which
can be the better
solution for
improving the
marketing of the
company?
Auditing the
market research
Count 2 1 0 3
% within Q10.
From the
following which
can be the better
solution for
improving the
marketing of the
company?
66.7% 33.3% 0.0% 100.0%

% within Q2.
What is your age? 16.7% 25.0% 0.0% 15.0%
% of Total 10.0% 5.0% 0.0% 15.0%
More focus on
internet marketing
Count 4 0 0 4
% within Q10.
From the
following which
can be the better
solution for
improving the
marketing of the
company?
100.0% 0.0% 0.0% 100.0%
% within Q2.
What is your age? 33.3% 0.0% 0.0% 20.0%
% of Total 20.0% 0.0% 0.0% 20.0%
Continuous taking
feedback from the
consumers
Count 2 2 1 5
% within Q10.
From the
following which
can be the better
solution for
improving the
marketing of the
company?
40.0% 40.0% 20.0% 100.0%
% within Q2.
What is your age? 16.7% 50.0% 25.0% 25.0%
% of Total 10.0% 10.0% 5.0% 25.0%
All of the above
Count 4 1 3 8
% within Q10.
From the
following which
can be the better
solution for
improving the
marketing of the
company?
50.0% 12.5% 37.5% 100.0%
% within Q2.
What is your age? 33.3% 25.0% 75.0% 40.0%
% of Total 20.0% 5.0% 15.0% 40.0%
Total Count 12 4 4 20

% within Q10.
From the
following which
can be the better
solution for
improving the
marketing of the
company?
60.0% 20.0% 20.0% 100.0%
% within Q2.
What is your age? 100.0% 100.0% 100.0% 100.0%
% of Total 60.0% 20.0% 20.0% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 6.472a 6 .372
Likelihood Ratio 8.053 6 .234
Linear-by-Linear
Association 2.397 1 .122
N of Valid Cases 20
a. 12 cells (100.0%) have expected count less than 5. The minimum
expected count is .60.
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal
Phi .569 .372
Cramer's V .402 .372
Contingency Coefficient .494 .372
N of Valid Cases 20
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.