Role of Social Media in Resolving Changing Customer Preferences - Hilton Hotel

Research Project

Abstract
Many issues and complexities and faced by organisation due to rapid change in taste and
preference of customers that lead to decrease in their sales. Thus, following research is conduced
on the topic of role of social media for resolving the issues related with changing customers taste
and preferences. This research is based in Hilton Hotel and use of quantitative research method is
made to collect data with the help of questionnaire in order to achieve the aims and objective of
this research on time and in an efficient manner.

Table of Contents
Abstract............................................................................................................................................2
Research Topic: To determine the role of social media for resolving the issues related with
changing customers taste and preferences. A study on Hilton hotel..............................................1
Chapter 1: Introduction....................................................................................................................1
Background of project............................................................................................................1
Research aim and objectives..................................................................................................1
Rational for project.................................................................................................................2
Research questions.................................................................................................................2
Activities and timeline............................................................................................................2
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology...................................................................................................6
Chapter 4: Analysis and Findings..................................................................................................11
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................18
Critical appraisal and reflection of current work..................................................................18
Issues faced...........................................................................................................................19
Recommendation..................................................................................................................19
Areas for further work..........................................................................................................19
Chapter 6: Conclusions..................................................................................................................20
REFERENCES..............................................................................................................................20

Research Topic: To determine the role of social media for resolving the issues
related with changing customers taste and preferences. A study on Hilton
hotel
Chapter 1: Introduction
Background of project
Social media basically provides an online platform, websites and applications that
enables a user or individuals to create and share content with other people and also lead to
participate in social networking to connect and interact with larger number of people across the
world (Rao and Syed, 2019). Thus, use of social media plays a crucial role in solving the issues
related with dynamic nature and behaviour of customers through enabling better understanding
about their preference and taste. Hilton Hotel is a global brand of hotel and resorts offering its
hospitality services across different location of world as its main headquarter is situated at
Virginia, U.S. Being a globe organisation it become much more difficult for this organisation to
keep a balance with ever changing needs and demands of customers. Thus, following research is
conducted on Hilton Hotel to determine and evaluate the role of social media for resolving the
issues related with changing customers taste and preferences.
Research aim and objectives
Aim
The main aim of this research project is, “To determine the role of social media for
resolving the issues related with changing customers taste and preferences.”
Research Objectives
The main objectives and targets behind conducting this research work on Hilton Hotel are
stated as below:
 To determine the importance of social media for Hilton hotel.
 To identify the issues arises due to changing customer taste and preferences (Cheng,
2020).
 To determine role of social media for Hilton hotel in resolving issue related with
changing customer preference.
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Rational for project
The selection of current research topic is rational as it yield better information about the
the crucial role lead by social media in enhancing and improving performance of an organisation.
Thus, the selected topic is really vital from perceptive of an organisation and its employees as
encounter the issue of Changing taste and preference of customers through critically evaluating
role of social media. Further, the current research project also yield better opportunity and
knowledge to researcher through meeting its academic and educational purpose. Beside this,
after getting published and completion of this project it would also support learning and
knowledge of other scholars and researcher on topic of role of social media on meeting changing
demands and preference of customers.
Research questions
The main issues and questions that are discussed and resolved through this resrch project on
Hilton Hotel are as follows:
 What is the importance of social media for Hilton hotel?
 What are the major issues that get arises due to changing customer taste and preference?
 What is the role of social media for Hilton hotel in resolving issue related with changing
customer preference?
Activities and timeline
Use of Gantt chat is made to show the activities and timeline of current research work.
Gantt chart is a horizontal bar graph representation which provides the graphical presentation of
different task and groups which would related to the research where it shows the transparency,
clarity and flexibility of research. Gantt chart is useful for the research as it provided the time of
each and every task by which enhancement of better understanding of task benefits features(Rao
and Syed, , 2019).
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