Impact of Digital Marketing on Success of Hospitality Organisation

This research project explores the impact of digital marketing on the success of a hospitality organisation, specifically focusing on Holiday Inn. It examines the concept of digital marketing, its growing importance, and the latest trends that can be adopted by Holiday Inn to improve its performance and success level.

Research methods and
project

Table of Contents
INTRODUCTION...........................................................................................................................1
Research Title:............................................................................................................................1
Background to research topic......................................................................................................1
Background to research organisation..........................................................................................2
Research questions:.....................................................................................................................3
Research aim and objectives:......................................................................................................3
Research Methodology................................................................................................................3
Timescale....................................................................................................................................5
Resources....................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing is a a process that is used by the business in order to emphasis its
products and services within the competitive marketplace as with support of electronic mediums.
In this internet based services are used that promote the ordinate products and services in a better
way. It is also be used for advertising under which effectual services is processed and delivered
with support of websites, search engines, email, social-media and mobile applications that
collectively endorse sustained services, goods and brands (De Pelsmacker, Van Tilburg and
Holthof, 2018). It is being used by the business in order to develop effectual value proposition as
it offer suitable pitch to elevate marketing services. The research is dependent over Holiday Inn
as it is a British owned American brand which is having a subsidiary of Intercontinental hotels
group.
Research Title:
Impact of digital marketing on success of hospitality organisation. A research project on
Holiday inn.
Background to research topic
The digital marketing provide effective and efficient channel to the business as with this
effectual services are offered with support of digital platforms and channels and these are as
mobile applications, email, web designing, social media, search engines, websites and many
other platforms as well. It is an electronic medium through which profitable outcome is achieved
as a large number of people get connect within the stipulated period of instance as with this
working efficiency and productiveness. It could be done with support of both online and offline
mediums in balanced mode as with this well rounded strategies is developed with perfection and
adequateness. It bring fortunate outcome as with this sustained level of illustration is processed
under which profit is attained with adequateness (Eller, Peters and Pantovic, 2020). There are
varied categories of online marketing as search engine optimisation, search engine marketing,
content marketing, pay per click, affiliate marketing, email marketing and content marketing. It
get enhanced the working possibilities as with this sustained level of connection is developed and
processed by which ability to connect with people of far distance also get attracted in order
manner. It also get enhanced offline marketing that probably increases attention rate within
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market. In this working accessibility and its effectiveness get increases through which market
attractiveness and its promotional activities get advanced in collective mode.
The marketing is used to enhanced and increase constant usage of strategies and policies
under which ability and capabilities of the business is increases as with this right audience is
selected for a right period of instance. In this strong level of connection is passed on under which
ordinate outcome is perceived within timely constrained as with this market existence and
acceptance both get accepted successfully. It usually be more effective as with this more of
customer's get attract, engage, delight along with this collective effort is encompasses with
support of electronic devices as it also get leverage both current and prospective of customer's. It
has wider concept over hospitality organisation as with this building and maintenance of hotel
presence and perspective both get advanced in adequate mode (Dahiya and Gayatri, 2018). For
this loyal and potential customer's base is developed through which both digital collateral and
sustained target is processed that is used to attract more of customer's in timely frame.
Background to research organisation
Holiday Inn is a British owned brand of hotel that was founded as U.S motel chain and
furthermore it is the largest hotel chain with having 1173 active hotels with over 214000 rent-
able rooms with having headquartered in Denhams, Buckinghamshire. The hospitality
organisation has covered different areas as Americas, Middle East, Asia pacific, Africa and
Europe along with this offered services as food, conventions, lodging, timeshare and meetings. It
was founded by Kemmons Wilson in the year 1952 as in Memphis, Tennessee, US. The business
has worked along different locations as of at 1145 locations. They has offered luxury services
along with splendid view that captivate green landscape and comfortable services. A
kaleidoscopic blend has provide sweetened sun, sea, sand, Pegasus and spirituality that used to
express definite charm and adequate possibilities of vacations (Kandampully, Zhang and
Jaakkola, 2018). They are always be committed to deliver true and better hospitality to all by
which sustained level of belief and feeling is generated that collectively welcome more values
and praise to all over the world. In this adequate serving of pride and highest quality is surpassed
through which distinct profit is generated for customers along with kind-friendly hotels as it also
experience distinct level of experience and advancement that used to build and travel in faster
manner.
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Research questions:
 What is the concept of digital marketing along with its growing importance in today’s
world.
 What is the impact of digital marketing on success of Holiday Inn Hotel.
 What are the new and latest trend of digital marketing that can be adopted by Holiday Inn
hotel to improve its performance and success level.
Research aim and objectives:
Aim: To analyse about the concept of digital marketing along with evaluating its impact
on success of a hospitality organisation. A research project on Holiday inn.
Objectives:
 To review the concept of digital marketing along with its growing importance in today’s
world.
 To analyse about the impact of digital marketing on success of Holiday Inn Hotel.
 To determine about some new and latest trend of digital marketing that can be adopted by
Holiday Inn hotel to improve its performance and success level.
Research Methodology
It refers to the process that generate improved level of techniques and specification that
helps in choose the procedure, identify and observing the different relevant information or data
about the specific topic or subject area. It also helps to the reader in critical analysing of skills
that is gathered in order to control validity and reliability. Investigator get help from the gathered
information and data by which getting systematic results that help to manage positive and direct
impact over the results of productivity (Saura, Palos-Sanchez and Correia, 2019). For the
conductivity of this investigation Holiday Inn create supportive utilization of research onion and
it is as described below as:
Research Philosophies: It refers to the different data and information is gathered,
observe, apply and analysed. In assist of this the data and information collected in systematic
way, it include the term basis epistemology and it is observed with the quality and true concept.
It is totally get double with the doxology term, it refers to the outlook under which get
individual believe to what the planning for include better level process on the basis of approach
of investigation. To process this investigation Holiday Inn use positivism philosophies that
useful to gather capable information so that better results is formed with extra perfection.
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Research Approach: It refers to the procedure under which investigator gather and
interpret the data and information in successful manner. Different information gather and divided
as per data thinking and gathering with this various tools is used as a integrated, quantitative and
qualitative that is based on deductive, inductive approach (Griesmayr, 2019). In order to
conducting this investigation deductive approach of investigation is apply to analyse the
numerical data that is easy to execute standardised targets and goals.
Research Strategies: It is planning that is important to make capable study of
investigation and for this investigator generate planning, execution, observation and
implementation by which adequate level of alteration is generated. In this relevant direction is
offered that is gather by taking interviews, qualitative interviews, quantitative feedbacks or
surveys and case study. For this investigator apply survey strategies and take helps to make
questionnaires in order to gather capable information and data.
Choices of methods: it is apply to choose the basic level data and information gathering
and for this investigation quantitative method is apply by which authenticity is increased under
which achievement of goals and objective become clear.
Data collection and analysing: It is tool in which gather the data with assist of both the
research primary as well as secondary. For this feedbacks, questionnaires are used in the form of
primary and in secondary research the literature review is gather in capable manner (Dinis,
Breda and Barreiro, 2020).
Sample size: It refers to the size that is used by the investigator in order to doing research
and for the size of sample is 40 selected with assist of random sampling method process or
method.
Data analyse: It is the tool or method that is apply to gather literature review in terms
of secondary research and in form of primary research pie chat and frequency table is apply.
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Timescale
5

Resources
It is a measure that is required for the processing of investigation as with this working is
processed with certain efficiency and effectiveness as with this possibilities to process working
in ordinate mode is enhanced in systematic manner (Kansakar, Munir and Shabani, 2019). In this
researcher requires the different set of resources such as financial resources, technological
advancement, human resource and physical evidence. In addition to this business also offered
adequate budget as with this collection and gathering of adequate information is required that
induced regular basis of success and growth as in order to achieve standardised objectives. For
this ability to attain target and objective is enhanced as with this working durability and its
effectiveness is perceived with perfection.
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REFERENCES
Books and Journals
Dahiya and Gayatri, 2018. A research paper on digital marketing communication and consumer
buying decision process: An empirical study in the Indian passenger car market. Journal
of Global Marketing. 31(2). pp.73-95.
De Pelsmacker, Van Tilburg and Holthof, 2018. Digital marketing strategies, online reviews and
hotel performance. International Journal of Hospitality Management. 72. pp.47-55.
Dinis, Breda and Barreiro, 2020. Digital Marketing Strategies of Destination Management
Organizations: An Exploratory Study. In Strategic Business Models to Support
Demand, Supply, and Destination Management in the Tourism and Hospitality Industry
(pp. 266-285). IGI Global.
Eller, Peters and Pantovic, 2020. A Qualitative Study of the Hospitality Industry. The Routledge
Companion to International Hospitality Management, p.366.
Griesmayr, 2019. Digital marketing in the hospitality industry: what influence does digital
platform economy have on the booking rates of the hotel industry.
Kandampully, Zhang and Jaakkola, 2018. Customer experience management in hospitality.
International Journal of Contemporary Hospitality Management.
Kansakar, Munir and Shabani, 2019. Technology in the hospitality industry: Prospects and
challenges. IEEE Consumer Electronics Magazine. 8(3). pp.60-65.
Saura, Palos-Sanchez and Correia, 2019. Digital marketing strategies based on the e-business
model: Literature review and future directions. In Organizational Transformation and
Managing Innovation in the Fourth Industrial Revolution (pp. 86-103). IGI Global.
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