Importance of E-marketing in Hospitality Industry

This research focuses on the importance of E-marketing in the Hospitality Industry for influencing consumer buying behaviour. It includes a case study on Dorsett Shepherds Bush Hotel London and explores the relationship between E-marketing and consumer buying behavior. The research also identifies ways to enhance the usage of E-marketing and examines the challenges faced by organizations in managing E-marketing in the hospitality sector.

RESEARCH PROJECT
(Title: Importance of E-marketing in Hospitality Industry for
influencing consumer buying behaviour)

ABSTRACT
Present research states about importance of E-marketing in Hospitality Industry for
influencing consumer buying behaviour. E- Marketing is beneficial form for the customers as
well as organisation. The aim of this research is “To understand the importance of E-marketing
in the Hospitality Industry for influencing consumer buying behaviour”. A Case Study on
Dorsett Shepherds Bush Hotel London”. In conducting the literature review part, secondary
sources are more helpful and used such as journals, books, internet sources, magazines and
others. In methodology part, there has been discussion about the research approach, research
approach, research strategies, data collection method, sampling and ethical consideration.
Findings and results are based on the collected information by using the questionnaire. The
conclusion is based on the findings of whole investigation. In recommendations part, suggestions
are given to organisation to make improvement in business.

Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: LITERATURE REVIEW
CHAPTER 3: RESEARCH METHODOLOGY
CHAPTER 4: ANALYSIS & FINDINGS
CHAPTER 5: A CRITICAL APPRAISAL & SUGGESTIONS FOR FURTHER WORK
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
REFERENCES
APPENDIX

CHAPTER 1: INTRODUCTION
Background of research
E-marketing is explained as planning as well as executing conception, promotion and
also costing of goods and services in computerised and network environment like the Internet in
order to facilitate exchanges and also satisfy the requirements of customers. In this present time
period, E-marketing is one of the main aspects that help in conducting promotional activities by
using the Internet. It is developing a dramatic pace in the hospitality sector and impacting
business behaviour since this drives more revenue as a comparison to traditional marketing. It is
helpful in providing a better experience to people, easy search and also satisfy their needs and
wants in an effective manner (Al-Weshah, 2020). E-marketing in the Hospitality sector was
influencing the buying behaviour of consumers and providing them with online reservation
services, providing them 24*7 customer care services and many others. Dorsett Shepherds Bush
Hotel London is one of the famous hotels in the United Kingdom and founded in the year. It
mainly provides better as well as comfortable accommodation services to travellers or customers.
Through using the E-marketing, this hotel promotes its services and products at a large scale and
in this hotel, people from different laces come for a visit.
Rationale of research
The present research has been taken into consideration on the importance of E-marketing
in the Hospitality Industry for influencing consumer buying behaviour. E-Marketing is online
marketing, digital marketing or web marketing. E-Marketing empowers to provide a better
course of that action for achieving sustainable development in the competitive marketplace. The
presented research is conducted from a personal and professional context. In the context of
personal, learner wants to enhance its understanding and knowledge regarding the E-marketing
and its influence on consumer buying behaviour (Aramendia-Muneta, 2017). Other than this, the
professional context for conducting this research of learner is to get the information about the
way to conduct research in a systematic manner by using the effective tools and techniques. This
will help in future to a researcher while conducting any investigation and also deal with any kind
of complexities.
Research Aim

The research aim is "To understand the importance of E-marketing in the Hospitality
Industry for influencing consumer buying behaviour” - Case Study on Dorsett Shepherds Bush
Hotel London.
Research Objectives
 To study the relationship between E-marketing and consumer buying behavior.
 To identify the ways which organization implement for enhancing the usage of e-
marketing in order to improve the consumer buying decisions.
 To examine the challenges that the company come across while managing e-marketing in
its business function.
Research Questions
 What is the relationship between E-marketing and consumer buying behavior?
 What are the ways which organization implement for enhancing the usage of e-marketing
in order to improve the consumer buying decisions?
 What are the challenges that the company come across while managing e-marketing in its
business function?

CHAPTER 2: LITERATURE REVIEW
Relationship between E-marketing and consumer buying behavior
According to the viewpoint of Anastasia Belyh (2020), E-Marketing is explained as the
marketing of services and products on the electronic media. In this present time, it is one of the
emerging and latest tools in the marketing world. E-marketing has some features such as better
investment returns than traditional marketing, reduced marketing campaign expenses, fast
campaign performance, easy monitoring by web tracking capabilities. E-commerce gives
companies a chance to connect easily to their current and potential new clients. However,
companies must be well aware of the opinion of consumers about their goods, as online
consumers are very different from traditional customers. An online customer's attention is on
things like the price of the product and value for money, so one solution to project product
quality is to promote through the website which has a design focused on appropriate,
comprehensive, and insightful content that appeals to the consumer. Consumer purchasing
behavior is the sum total of attitudes, intentions, decisions and preferences of consumers related
to consumer behavior at the marketplace when buying service or product. Consumer behavior is
essential because marketing companies can understand what influences consumer purchasing
decisions in that way. Through recognizing how customers decide on the product, they will fill in
the demand gap and recognize the products required and products obsolete. There is a direct
relationship between E-marketing and consumer buying behavior. E-commerce websites are
helpful to satisfy the consumer needs effectively. Consumers make comparisons of their product
value expectations to the set standards. Results are validated when the expected performance
matches expectations, while disconfirmation arises from a disparity. Recognition and rejections
assess customer satisfaction or unhappiness. Through using E-marketing, the company can
develop trust with the audience. It provides advantages to consumers to develop a relationship
with organizations. Through this, they can able to get the better customer experience and also
feel values as a customer.
Ways which organisation implement for enhancing the usage of e-marketing in order to improve
the consumer buying decisions

As per the opinion of Margot Whitney (2020) hospitality industry is becoming more competitive
and demanding because there has been a constant shift in customer need and trend that puts
enormous stress on hotels in order to maintain their brand image on the market. In addition, the
idea of internet marketing is also becoming one of the key trends among consumers and hotels to
increase the consumer base. Enhancing online sales is one of the main goals of the business.
There are some of the effective ways Dorsett Shepherds Bush Hotel London needs to be adopted
for enhancing the usage of e-marketing in order to improve the consumer buying decisions given
below:
Conduct research- Consumers are making select hotels for different reasons. From the
location to facilities, organizations have to assure that they are giving what people are looking
for. With the help of conducting an investigation, Dorsett Shepherds Bush Hotel London can
determine what factors make the consumers select regarding specific hospitality services. The
management of hotel should talk with former guests, reviewing industry data, monitoring
reviews of customers on websites and some other factors which make hospitality services better
or improved (Arohunsoro, Ojo and Shittu, 2020).
Remarketing- It is a necessary component for the hotel marketing because through this
Dorsett Shepherds Bush Hotel London can distract the people and keep more options in front of
them. Remarketing helps Dorsett Shepherds Bush Hotel London to lower dropout rate and close
further reservations by showing tempting display ads to people who have previously visited the
site to remind them that hotel is there and guide them through the process. Consider giving them
an offer to book instead of your rivals for a little extra reward, and make the booking process as
simple as possible (Badiru and Afolabi, 2016).
Challenges that company come across while managing e-marketing in its business function
On the basis of Snehal Mistry (2020), Organizations face the many challenges regarding
managing the E-marketing in business functions. It develops a negative impact on the
productivity of Dorsett Shepherds Bush Hotel Londonand influencing the buying behavior of
consumers. There is some challenges mention below:
Hiring and retaining staff- Dorsett Shepherds Bush Hotel London needs high-quality
workers on all fronts, including administration, cleaning and kitchen, housekeeping and front

desk. In the hotel industry, a lack of ability in educated youth graduating from educational
houses also proves to be a major challenge. It is necessary for Dorsett Shepherds Bush Hotel
London to train a new workforce that can able to provide better services to consumers and also
high experience. Sustaining qualified employees needs a hotel to employ new tactics.
Data security challenges- There is a fear to consumers about the theft of their personal
data by using E-marketing, and from this, they cannot able t use it. In regards to this, there is a
need to hotel to use software which us secure and also prevent the data leaks of the hotel. This
will help in developing the trust of customers and enhancing organizational productivity
(Bilgihan, 2016).
Change in technology- With technology developments continuously growing, every part
of our everyday lives is changed with it. In past days, visitors waited hours or day to get answers
to some questions. Today, consumers are seeking a swift response or services from hotels
through technology innovation. Changes in technology rapidly enhance the expenses of company
(Chong, Bian and Zhang, 2016).

CHAPTER 3: RESEARCH METHODOLOGY
Under this, Research onion has been used as this is helpful in analyzing the effective
tools and techniques for collection of data. It was developed through Saunders, and this model is
helpful in providing the stages involved in the process of research (Chuang, 2018). There are
some layers of research onion given below:
Research philosophy- It is related to basic review and gives the researcher a critical path to
update data and information standards correctly by breaking the viewpoint of many authors and
journalists. There are interpretivism and positivism two research philosophies.
Interpretivism philosophy has been used because this is ideally suited for analytical study
because it succeeds in performing study analyses by learning about other researchers' viewpoint
and conclusions (Khanand Rahman, 2016).
Research Approach- This is defined as a strategy that incorporates broader expectations about
the specific methods of data collection, analysis and interpretation. In this, the general judgment
involves an approach which can be used primarily in connection with a particular field. Two
types of research approach like inductive and deductive (Nasihatkon, Kheiri and Miralbell,
2016).
This research report is focused on inductive analysis, as it helps to clarify the particular
field of study in detail. It is beneficial to efficiently communicate the right opinion and provide
better outcomes.
Research Strategies- It is related to the way of gathering the information in research by using
the effective data collection method or strategy. It mainly includes survey, action research,
grounded theory, experiment and others (Pappas, 2017).
There has been surveying used as effective research strategies as this is helpful in
collecting the data from a large sample size. Gathered data is helpful in giving the answer
research questions in a cost-effective way.

Research choice- It is related to quantitative and qualitative methodologies. There is a need to
select one methodology and both.
There has been qualitative research choice has been used because of this involved
procedure about inquiry and helpful in an in-depth understanding of issues in the natural setting.
This research method is based on the experience of investigators and the questions used to probe
sample
Data collection- This refers to a systematic approach to the information collection and the
calculation from various sources, such that both the area of concern can be finished and precise.
This requires improved data collection and analysis of the intended variables, providing answers
to questions and even analyzing findings (Semeradova and Vávrová, 2016). Primary and
secondary are the two main data collection methods.
In conducting the present investigation, data has been collected by using the primary
method as developing a questionnaire. This included different questions regarding E-marketing
and its influence on consumer buying behaviour. This helps in proving the opinion of chosen
respondents and also gives better outcomes.
Time horizon- In conducting research, there has been a cross-sectional time horizon used
because this is helpful in collecting the information or doing the research activities within the
mentioned period of time. It helps in conducting the investigation in the set time period and
providing positive outcomes (Tjhin, Tavakoli and Atmojo, 2016).
Sampling-The sampling refers primarily to a process used in statistical analysis in order to select
the respondents by taking the pre-determined number of observations from the whole population.
Probabilistic and non- probabilistic are two different sampling methods (Waheed and Jianhua,
2018).
There is a random method of sampling that has been selected as this is part of
probabilistic sampling to choose respondents because it gives the respondents equal opportunity.
There are 20 respondents selected by the researcher.
Ethical consideration- Ethics is defined as rules, morals, values and principles to be properly
and effectively practiced. The investigator will track all research aspects and maintain the

confidentiality of respondents' data and details (Zendehdel, Paim and Delafrooz, 2016). Without
the permission of the respondents, the data should not be disclosed or released. Information
should be obtained by researchers using authentic sources. For addressing the research issues,
there is a need to follow the ethical principles such as anonymity, privacy, informed consent,
confidentiality and others. These all the ethical principles are helpful in conducting investigation
in an effective manner and from this research can able to deal with the research ethics issues.

CHAPTER 4: ANALYSIS & FINDINGS
DATA SHEET
Q1) Do you have an understanding of the E-marketing? Frequency
a) Yes 17
b) No 3
Q2) What is the importance of E-marketing to hospitality sector? Frequency
a) Target right customers 12
b) Building a brand 5
c) Maintaining loyalty 3
Q3) In which manner, E-marketing influencing the buying behavior of
the consumers in the hospitality sector?
Frequency
a) Positive manner 14
b) Negative manner 6
Q4) What are the different ways Dorsett Shepherds Bush Hotel London
implement for enhancing the usage of e-marketing in order to improve
the consumer buying decisions?
Frequency
a)Create Quality Content 9
b) Hire a Good Team 10
c) Build a Loyal Customer Base 1
Q5) What are the different types of E-marketing Dorsett Shepherds
Bush Hotel can be used in its business?
Frequency
a) Social media marketing 10
b) Search Engine Optimization SEO 4
c) Mobile advertising 6
Q6) As per your opinion, does E-marketing helps in enhancing
organizational productivity and gain competitive advantages?
Frequency
a) Yes 15
b) No 5
Q7) Does E-marketing helps Dorsett Shepherds Bush Hotel to reach at a Frequency

large number of the customer base?
a) Yes 18
b) No 2
Q8) What are the major challenges that Dorsett Shepherds Bush Hotel
come across while managing e-marketing in its business function?
Frequency
a) Change in marketing trends 8
b) Operational issues 3
c) Varies guest expectation 9
Q9) What are the different ways Dorsett Shepherds Bush Hotel should
be adopted to deal with the e-marketing issues?
Frequency
a) Conduct investigation 10
b) Proper allocation of resources 5
c) Determine customer requirements 5
THEME 1: Understanding about the E-marketing
Q1) Do you have an understanding of the E-marketing? Frequency
a) Yes 17
b) No 3
a) Yes b) No
0
2
4
6
8
10
12
14
16
18 17
3

Interpretation: There are 17 respondents who said that they have a proper understanding of e-
marketing. According to them, E-marketing is the process of planning and implementing
conception, promotion and pricing of goods and services in a computerised way like Internet and
World Wide Web. On the other hand, there are three respondents who do not have any idea
regarding e-marketing.
THEME 2: Importance of E-marketing to the hospitality sector
Q2) What is the importance of E-marketing to hospitality sector? Frequency
a) Target right customers 12
b) Building a brand 5
c) Maintaining loyalty 3
a) Target right customers b) Building a brand c) Maintaining loyalty
0
2
4
6
8
10
12
14
12
5
3
Interpretation:E-marketing plays a necessary role in the hospitality industry. There are 12
respondents who said that E-marketing helps the hospitality sector in targeting the right
consumer and increasing the customer base of the company. According to 5 respondents that E-
marketing helps in developing the brand image of the company at large scale. There are three
remaining respondents who said that E-marketing is helpful in maintaining the loyalty of
customers.
THEME 3: E-marketing influencing the buying behavior of the consumers in the
hospitality sector

Q3) In which manner, E-marketing influencing the buying behavior of
the consumers in the hospitality sector?
Frequency
a) Positive manner 14
b) Negative manner 6
a) Positive manner b) Negative manner
0
2
4
6
8
10
12
14
16
14
6
Interpretation: On the basis of the mention graph, it has been stated that E-marketing was
influencing purchasing behaviour of customers in the hospitality sector in a positive and negative
manner. There are 14 respondents who said that E-marketing influencing purchasing behaviour
of consumer as positive manner as this helps them purchasing through online without going to
stores in and also get all the details regarding products. Other than this, there are six respondents,
and according to them, E-marketing develops a negative impact on consumer behaviour because
there is an issue arise about the privacy of the information of customers.
THEME 4:Ways implement for enhancing the usage of e-marketing
Q4) What are the different ways Dorsett Shepherds Bush Hotel London
implement for enhancing the usage of e-marketing in order to improve
the consumer buying decisions?
Frequency
a)Create Quality Content 9
b) Hire a Good Team 10
c) Build a Loyal Customer Base 1

a) Create Quality Content b) Hire a Good Team c) Build Loyal Customer
Base
0
2
4
6
8
10
12
9
10
1
Interpretation: According to 9 respondents that Dorsett Shepherds Bush Hotel Londonneed to
develop the quality content for increasing use of the E-marketing for improvement in the
consumer purchasing decision. 10 respondents said that Dorsett Shepherds Bush Hotel London
should hire a good team which can able to influence the consumers. There is one respondent
which that hotel should develop loyal customers base for increasing the E-marketing use.
THEME 5: Types of E-marketing Dorsett Shepherds Bush Hotel
Q5) What are the different types of E-marketing Dorsett Shepherds
Bush Hotel can be used in its business?
Frequency
a) Social media marketing 10
b) Search Engine Optimization SEO 4
c) Mobile advertising 6

a) Social media marketing b) Search Engine
Optimization SEO c) Mobile advertising
0
2
4
6
8
10
12
10
4
6
Interpretation: There are different types of E-marketing that can be used by Dorsett Shepherds
Bush Hotel London.According to the opinion of 10 respondents that social media marketing is
one of the main beneficial kinds of the marketing and including YouTube, Facebook and Twitter
which helps in spreading any information or update post rapidly to a wider audience. According
to the viewpoint of 4 respondents that Search Engine Optimization SEOis one of the main
effective marketing types as it is helpful in improving the organic search of the website.
According to the opinion of 6 respondents that mobile advertising helps Dorsett Shepherds Bush
Hotel London to connect with the customers and advertise about the specific products.
THEME 6:E-marketing helps in enhancing the organizational productivity
Q6) As per your opinion, does E-marketing helps in enhancing
organizational productivity and gain competitive advantages?
Frequency
a) Yes 15
b) No 5

a) Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Interpretation: On the basis of 15 respondents that E-marketing is helpful for increasing
organisational productivity as this helps the customers to provide information regarding the
product and services. It is one of the effective platforms to promote its services and products on a
large scale. On the other hand, there are 5 respondents who are disagreeing.
THEME 7: E-marketing helps to reach at a large number of customer base
Q7) Does E-marketing helps Dorsett Shepherds Bush Hotel to reach at a
large number of the customer base?
Frequency
a) Yes 18
b) No 2

a) Yes b) No
0
2
4
6
8
10
12
14
16
18
20
18
2
Interpretation: On the basis of 18 respondents that E-marketing is helpful for the Dorsett
Shepherds Bush Hotelto reach at a large number of customer base by providing them better
information regarding the new products and take their opinion or feedback regarding the existing
or old products for making the improvement. On the other hand, there are 2 respondents who are
disagreeing with the given statement.
THEME 8: Challenges come across while managing e-marketing
Q8) What are the major challenges that Dorsett Shepherds Bush Hotel
come across while managing e-marketing in its business function?
Frequency
a) Change in marketing trends 8
b) Operational issues 3
c) Varies guest expectation 9

a) Change in marketing
trends b) Operational issues c) Varies guest
expectation
0
1
2
3
4
5
6
7
8
9
10
8
3
9
Interpretation: According to the opinion of 8 respondents that the main challenges faced by
Dorsett Shepherds Bush Hotelare changed in marketing trends in the hospitality sector by
managing the marketing in its business functions. 3 respondents agree with the operational
issues. There are 9 respondents said that the hotel faces the issue about the different expectation
of guest, and this is like a disadvantage for the hotel.
THEME 9: Ways should be adopted to deal with e-marketing issues
Q9) What are the different ways Dorsett Shepherds Bush Hotel should
be adopted to deal with the e-marketing issues?
Frequency
a) Conduct investigation 10
b) Proper allocation of resources 5
c) Determine customer requirements 5

a) Conduct investigation b) Proper allocation of
resources c) Determine customer
requirements
0
2
4
6
8
10
12
10
5 5
Interpretation: As per the opinion of 10 respondents that hotel needs to conduct an
investigation to know about the current marketing trends in the hospitality sector. There are 5
respondents said that proper allocation of resources is necessary for conducting the operations in
a better manner. 5 respondents said that the hotel requires determining the needs of customers
and also trying to fulfil them so that they can satisfy the products and services of the hotel.

CHAPTER 5: A CRITICAL APPRAISA & SUGGESTIONS FOR
FURTHER WORK
Critical appraisal
It has been studied that E-marketing is beneficial for the business, and it was influencing
consumer buying behaviour. In the hospitality sector, E-marketing plays a necessary role in
attracting customers and also provides them with information regarding the products and
services. It has been examined that through using E-marketing company can communicate with
customers and also makes a positive relationship with them. The hotel can provide the services to
customers through online like online bookings of hotels, reservation and some other benefits. It
has been studied that the hotel uses social media marketing to spread any information or also
update the posted to a wider audience. A shareable video is a beneficial tool that keeps the
attention of users and safety relay pursuit them. Other than this, E-marketing permits the
customers through up-to-date with latest trends of business and also changes. They can easily see
the launch of new products or any new offerings. If there is any issue in the product, customers
can easily connect with the customer service of the company and also report their problems and
solution regarding the specific product and services.
Contrary to this, some issues faced by the customers and organisations in E-marketing.
Using E-marketing is one of the expensive ways of the advertising campaign. In this, cost of
website design, maintenance of business sites, hardware and software are including. There
should be taken into the cost of living services of the product it is necessary for an organisation
to update the information regarding the new products and services on sites in it needs research,
as well as skills and time of update, is critical. The main issue that customers place is that they
are unable to try and test product for satisfaction. There is an issue of privacy to leak the personal
data of buyers. It has been studied that E-Commerce is dependent on internet connection. It is a
disadvantage for performance is to put a stop of purchasing capability is due to the presence of
side. Late delivery is one of the main issues that customers face in e-commerce platforms. While
ordering any product consumer is ensuring that this will reach within seven days or a specific
period of time but in many of the cases that do not have it and customer are waiting for this. It
develops a negative impact on the mindset of people regarding the company.

Suggestions for Further Work
In the present investigation, the questionnaire has been used is methodology because this
is helpful in collecting the data from the sample size within a less period of time. This is
beneficial in providing accurate data and also analyse the opinions of chosen respondents related
to the specific subject area. Other than this, the researcher can use the Interview as an alternative
methodology because through this, the researcher can observe the opinion of respondents, but it
takes more time. In this research, Interview has not used because it takes more time and also an
expensive method.
For further research work, it is necessary for a researcher to keep the focus on the areas in
which it can provide success in research. There is a need for the researcher to find ways to
overcome the research issues that arise while conducting research by taking help from
supervisors and colleagues. This will help in future while conducting the research in a better
manner and also gain positive outcomes. This will help in future to conduct an investigation in a
systematic way without face any hurdles.

CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
Conclusion
It has been concluded from the above-mentioned report that e-marketing is one of the
effective modes that provide benefits to customers as well as organisation. Through using this
method, the organisation can connect with the customers and also promote its products and
services. There has been studied that customers can easily purchase the product through using E-
marketing and also make comparison among the product line in select one beneficial which can
satisfy the needs and wants of customers. From the overall discussion, it has been examined that
present investigation is helpful in meeting with the research objectives. In literature review part,
research objectives has been addressed in detailed manner by using the secondary method of data
collection such as books, articles, websites and some other sources. In Research methodology
part, there has been researching onion used to analyse the tools and techniques which can be
used in the collection as well as analysis of data. There has been a qualitative research method
used and also interpret research philosophy because they both give detailed information and
analysis of opinions and viewpoints of the authors. There has been a questionnaire developed by
using different questions regarding the E-marketing and its impact on consumer buying
behaviour. This helped in providing the opinions and viewpoints of the chosen respondents
regarding the specific subject areas. For analysing the collected data, there have been thematic
analyses used with interpretations.
Recommendations
The present research has been taken into consideration on the importance of E-marketing
in the Hospitality Industry for influencing consumer buying behaviour. Regarding this, there are
some recommendations given below:
 It is necessary for Dorsett Shepherds Bush Hotel to hire the well qualified and
experienced staff members who have some knowledge regarding the E-marketing and
able to provide the better services to consumers or attract them towards the services and
products of the hotel.

 Dorsett Shepherds Bush Hotel should adopt or use the software that can help in keeping
the information and data of customer private because some of the people fear about the
theft of their personal data and not use the E-marketing. So, this is necessary to develop
the trust of customers.
 Through using the E-marketing, Dorsett Shepherds Bush Hotel can easily connect with
the customers, and from this, it can determine their needs. The hotel can also take
feedback from consumers and make changes in its services accordingly to satisfy their
needs and demands.

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APPENDIX
Questionnaire
Name:
Age:
Gender:
Email:
Q1) Do you have an understanding of the E-marketing?
a) Yes
b) No
Q2) What is the importance of E-marketing to hospitality sector?
a) Target right customers
b) Building a brand
c) Maintaining loyalty
Q3) In which manner, E-marketing influencing the buying behaviour of the consumers in
the hospitality sector?
a) Positive manner
b) Negative manner
Q4) What are the different ways Dorsett Shepherds Bush Hotel London implement for
enhancing the usage of e-marketing in order to improve the consumer buying decisions?
a) Create Quality Content
b) Hire a Good Team
c) Build a Loyal Customer Base
Q5) What are the different types of E-marketing Dorsett Shepherds Bush Hotel can be
used in its business?
a) Social media marketing
b) Search Engine Optimisation SEO
c) Mobile advertising
Q6) As per your opinion, does E-marketing helps in enhancing organisational productivity
and gain competitive advantages?
a) Yes

b) No
Q7) Does E-marketing helps Dorsett Shepherds Bush Hotel to reach at a large number of
the customer base?
a) Yes
b) No
Q8) What are the major challenges that Dorsett Shepherds Bush Hotel come across while
managing e-marketing in its business function?
a) Change in marketing trends
b) Operational issues
c) Varies guest expectation
Q9) What are the different ways Dorsett Shepherds Bush Hotel should be adopted to deal
with the e-marketing issues?
a) Conduct investigation
b) Proper allocation of resources
c) Determine customer requirements
Q10) Recommend some ways by which the company can make improvement in its E-
marketing.