Importance of E-marketing in Hospitality Industry

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