Research Paper on Hilton Hotel

RESEARCH PROJECT
PART-2

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
TITLE: ............................................................................................................................................2
INTRODUCTION...........................................................................................................................2
TASK 2............................................................................................................................................2
2.1 Resources efficiently for conducting research......................................................................2
2.2 Proposed research investigation procedure...........................................................................3
2.3 Record and collate relevant data where appropriate.............................................................6
........................................................................................................................................................14
TASK 3..........................................................................................................................................15
3.1 Appropriate research evaluation techniques.......................................................................15
3.2 Data analysis.......................................................................................................................15
3.3 RECOMMENDATIONS....................................................................................................18
TASK 4..........................................................................................................................................19
Covered in PPT.........................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERECNES .............................................................................................................................20
.......................................................................................................................................................21

EXECUTIVE SUMMARY
Main purpose of this research is to acknowledge the impact of social media in increasing
the attraction of customers in hospitality industry. To achieve this, concept of social media is
specified in a clear manner along with effectiveness of customer attraction in Hilton hotel.
Beside this, identification of tools and techniques is carried out with the help of questionnaire so
that competitive advantage can be gained by companies operating in hospitality sector. For this
purpose, both primary and secondary research methods are used. Outcome of questionnaire is
that social media is very effective in increasing the attention of consumers towards business
organisation. This technique will benefits the company in enhancing their customers
considerably. To overcome the barriers and issues that can limits the attraction of customers
appropriate training must be given to employees so that desires of customers can be catered
properly.
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TITLE:
“To analysis impact of social media on customer attraction in hospitality industry” – A
Case Study on Hilton Hotel.
INTRODUCTION
Social media is referred to the way of interaction among different individuals residing at
either at near or distant geographic locations. With the help of social media people create,
exchange or share ideas and informations in virtual networks. Social media is about connection,
conversation, community with the public so that a strong relationship can be sustained among
them. In current scenario, most popular social media platforms are Facebook, Twitter, Flickr,
Instagram, Snap-chat, LinkedIn etc. More than half of entire population have access to most of
these online sites due to which social media have became a good platform for companies to
advertise and promote their services & products (Ayeh and et. al., 2012). Hospitality industry is a
broad filed in service sector that involves food, drinks and lodging, theme park, travelling,
transportation etc. This assignment is written in context with Hilton hotel which is a global brand
operating business operations worldwide. Organisation is headquartered in Virginia, US. At
present, Hilton's portfolio involves more than 5500 properties in around 110 nations. This
organisation posses 15 brands in different market segments. As Hilton hotel is operating at
global level, it is very important for the organisation to gain attention of its customers in a
desired manner so that customer base for the company can be maintained and high revenues can
be attained. To achieve this, organisation can take help of social media as now a days every
individual is connected with social media by some means.
TASK 2
2.1 Resources efficiently for conducting research
There is requirement of different resources for conducting research in best and relevant
manner. As research is a process through which in- depth investigation about research topic can
be achieved, hence there is discussion about about factors which are required to conduct
research-
 Cost is the prime resource which is required to conduct research in effective and relevant
manner. There is requirement of different components such as internet connection,
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computers, etc. in order to provide store and transfer data. There is requirement of
approx. 250£ in conducting this research.
 Risk is also considered as factor which affects research activities. There is risk of
misplacing data, theft of data , etc. Hence it is important to have proper security
measures. This helps to keep safe and secure collected data.
 Communication techniques are required to conduct research in appropriate and relevant
manner. There is requirement of safe and secure measure through which appropriate
information is delivered to team mates. There is use of mail because this is safe and
reliable method to communicate. Apart from this there is use of conference audio or
video call to understand progress rate of research activities.
2.2 Proposed research investigation procedure
It is the process by which data and information is collected by researcher so that
appropriate decisions regarding business can be taken. These methodologies will include
interviews, surveys, publications research etc. It is a systematic plan to carry-out research in a
desirable manner. It includes qualitative and quantitative methods with the aim of collecting
relevant information so that main purpose behind a research can be attained.
Qualitative method- Qualitative research is scientific method of observation. In this
research data is collected with non numerical data. With the help of this research method,
emphasise on “Why” is done rather then “What”. So this method is more reliable as it gives
logical and systematic and effective manner. In this research qualitative research is used, so
complete and relevant information is gathered which helps to recommend and conclude in
appropriate manner.
Quantitative method- Under quantitative research, there is complete and systematic
collection of data with the help of mathematical , statistical and scientific methods. Under thios
method, information is collected with the help of computational technique, polls, surveys, etc.
Main reason behind choosing research methodology is to observe the perception of
customers in a natural environment (Choi and et. al., 2016). Collected data will benefits the
manager in Hilton hotel to formulate and implement different strategies so that wide attention
from customers can be gained with the help of social media. For this purpose there are two
research methods that can be used. These methods are primary and secondary research method
which are mentioned below:
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 Primary research: It is a new research which is carried out by an researcher to answer
about specific question or issues. This research includes direct interaction with a source
mainly prospective customers and customers within a targeted market so that required
information can be gathered properly. Main sources associated with primary research are
online or mail surveys, telephonic conversations, interviews, focus groups,
questionnaires, visit to competitors location etc. This will benefits the researcher in
gaining specific and exploratory information about a particular topic (Di Pietro, Di
Virgilio and Pantano, 2012).
 Secondary research: This kind of research uses information which is collected
previously for some other purpose and available publicly. It is also called as desk
research, it involves published research reports available through internet, surveys or
libraries. Secondary research is already complied, organised and published by others. One
major source of secondary research is governmental agencies. Data form these agencies
is free of charge due to which researcher will not have to spend high costs and expenses
to collect information.
For this particular research, both kind of research methods are used i.e. primary and
secondary methods. Primary research method is used in the form of questionnaire in which some
specific questions will be asked from a sample of people that will represents the perception of
entire population (Fotis, Buhalis and Rossides, 2012). Secondary research method are used to
collect information form internet, magazines and journals.
Questionnaire is the technique which is set of some questions related to research topic. In
questionnaire, there are some questions which are asked with respondents. This is the most
effective manner to collect primary data from respondents. But sometimes, there are problem
because respondents are not ready to respondent through questionnaire. This affects research
outcome and conclusion.
To conduct results and findings in an appropriate manner, a questionnaire will be used
that will benefits the researcher in acknowledging the impact of social media on in gaining
attention of consumers in hospitality sector. In respect with concerned project, a questionnaire is
prepared below:
Questionnaire:
Q1) Do you understand the concept of social media?
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