Case Study on Hilton Hotel : Importance of Brand in Hospitality Industry

Added on - 06 Jun 2020

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RESEARCH PROJECT
Table of Contents1. INTRODUCTION.......................................................................................................................1Title: “Importance of increasing brand image to attract customers in hospitality industry – Acase Study on Hilton Hotel”........................................................................................................1Introduction.................................................................................................................................1Background of the research........................................................................................................1Research aim, objectives and questions......................................................................................12. LITERATURE REVIEW............................................................................................................2Importance of brand image.........................................................................................................2Ways to attract customers in hospitality industry.......................................................................2Relationship between brand image and customer attraction......................................................2Recommendations.......................................................................................................................33. METHODOLOGY......................................................................................................................3Type of methodology..................................................................................................................3Data sampling..............................................................................................................................4Sources of data............................................................................................................................4Questionnaire..............................................................................................................................4Limitations..................................................................................................................................64. DATA ANALYSIS AND FINDINGS........................................................................................6Presentation of data.....................................................................................................................6Interpreting the data....................................................................................................................8Analysis with literature.............................................................................................................125. CONCLUSION AND RECOMMENDATION.........................................................................12Conclusion................................................................................................................................12Recommendations.....................................................................................................................12REFERENCES..............................................................................................................................14
1. INTRODUCTIONTitle: “Importance of increasing brand image to attract customers in hospitality industry – A caseStudy on Hilton Hotel”IntroductionBrand image is important perspective that assists to meet with desired results inhospitality industry. In this consideration, essential component for the business is their identityand market value. It helps to make profitable results and implement unique features in productsand services (Manhas and Tukamushaba, 2015). Brand is also create negative impact when it isnot profitable for the customer attraction.Background of the researchIn the present research brand image is essential to increase volume of customers. In thisconsideration, several factors are also included that impact positively on the hospitality industry.For example, brand loyalty, brand association, brand awareness, perceived quality, etc. Further,for today's generation it is also impact to enhance personality to meet with social standards andcreate stir in the market (Lien, Wen and Wu, 2015). It creates positive impression on customersof Hilton hotel to assess their mindset. In order to conduct the present study, it is important toassess the key values that reflect on the research.Research aim, objectives and questionsAim: “To understand the importance of increasing brand image to attract customers inhospitality industry – A Case study on Hilton hotel.”Objectives:To analysis the importance of brand image.To find ways through customer attraction will be increasing in hospitality industry.To interrelate brand image and customer attraction in hospitality industry.To recommends ways through brand image will be increasing that attract severalcustomers.Research questions:What are the importance of brand image?What are the ways to attract customers in hospitality industry?How brand image and customer interaction interrelated with each other?1
What are the ways will you recommend to increase customer attraction?2. LITERATURE REVIEWImportance of brand imageAs per the view of Ladhari and Michaud, (2015), brand image considered important partto make successful results in the business. Great brand shows something unique and creative. Inthis way, symbols are included that fastest form of communication. It becomes more powerful tostand and use for the identity. It also expresses unique mission, history, culture, etc. Brand alsocompeting with different perspective in the business categories at same level to create attentionof consumers. On the other hand, Cantallops and Salvi, (2014) stated that customers arereassured through logos, trademarks, symbols, etc. In respect to be familiar, brand need to becommit with central idea to make changes that are recognised with identity positions. It alsosupports to marketing strategy in systematic manner.Ways to attract customers in hospitality industryAccording to the point of Gómez, Lopez and Molina, (2015), there are several ways existthrough customers can be attracted in the hospitality industry. In this aspect, manager of hotelneed to streamline reservation procedures. It is the best way to lodging operators that looktowards the better way to manage bookings and operational procedures as well. According tocustomer requirements, bookings will be develop in systematic manner. Furthermore, Barreda,Bilgihan and Okumus, (2016) stated that rates and promotions need to be managed by Hiltonhotel. It helps to attain desired results and gain competitive edge in the business. Revenuemanagement system could be automatically set up which determines high rates to maximiseoccupancy.Relationship between brand image and customer attractionAs per the view of Durna, Dedeoglu and Balikçioglu, (2015), strong brand image canmake loyal customers in the business environment. In this consideration, brand cannot berespond towards the changing needs so that it could be respond to tend with the another brand.Building positive brand image can influence to customer to repeat purchase to lead with thecustomer loyalty. Moreover, Su, Hsu and Swanson, (2017) argued that customers that are loyalalways recommend their friends, relatives, other people who are not easily influenced by thecompetitors. On the basis of different authors review, it can be stated that there is strong2
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