Impact of Digital Marketing and Marketing Communication on Promotion and Improving Image in Hospitality Sector

Research Proposal
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TABLE OF CONTENT
TOPIC: “Impact of digital marketing and marketing communication on promotion and
improving image in hospitality sector.”...........................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Hilton hotel chain........................................................................................................................4
Aim:.............................................................................................................................................5
Objective:.....................................................................................................................................5
Rationale:.....................................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Marketing communication and digital marketing........................................................................6
Benefits of digital marketing and marketing communication.....................................................8
Way to improving digital marketing strategy............................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
Research type.............................................................................................................................12
Research approach.....................................................................................................................12
Research philosophy..................................................................................................................13
Data collection...........................................................................................................................13
Sampling....................................................................................................................................14
Data analysis..............................................................................................................................15
Research ethics..........................................................................................................................15
CHAPTER 4: DATA ANALYSIS................................................................................................16
Case study A..............................................................................................................................16
Case study B..............................................................................................................................17
Case study C..............................................................................................................................19
CHAPTER 5: CONCLUSION......................................................................................................21
REFERENCES..............................................................................................................................23
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TOPIC: “Impact of digital marketing and marketing communication on
promotion and improving image in hospitality sector.”
CHAPTER 1: INTRODUCTION
Background of the study
Digital marketing that is also known as online marketing is a process or way of promoting
brands in order to connect with customers by making use of digital platforms or technologies
(Chaffey and Smith, 2017). There are several ways or sources of communicating with customers
under digital marketing or communication such as: social media, E-mail, multimedia, text and
others. There are several benefits of digital marketing or marketing communication as it can help
companies in promoting their services and goods to customers. It also helps them out in
attracting or influencing customers towards buying products and services.
Hilton hotel chain
Hilton Hotels Corporation is an American multinational hospitality company that manages
as well as franchises portfolio of hotels as well as resorts. This hotel chain was founded by
Conrad Hilton in the year of 1919. This hotel chain includes around 6,215 brand properties with
approximate 983,465 rooms in 118 countries (Chang, Ku and Chen, 2019). This hotel chain has
total of 18 brands across different market segments including Hilton garden Inn. In the year of
2013, it became a public company and in the year of 2016, China’s HNA group agreed to acquire
25% equity in Hilton from Blackstone. It is well-known hotel chain and there are several reasons
that makes it the market leader and competitive in this industry. Some strengths of this hotel
chain include: high staff and customers’ retention rate, implementation of effective leadership,
vast scope of business and opportunities to expand business in other countries.
Whereas, there are some problems that this company is facing since long such as: high
debts, overdependence of US markets, lack of flexibility because of large size and decreasing
sales because of Covid-19 pandemic. But digital marketing and marketing communication can
help this hotel chain in interacting with customers and allowing them to book their services
online. It would be beneficial for both hotel chain and customers and customers can enjoy their
services by maintaining distancing and can gather all detailed information via social media
platforms. Marketing is known as the main key as it helps companies in promoting goods and
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making customers’ aware about effectiveness or features of products and services. It saves time
and cost of customers and they are more likely to buy products and services online. So, overall, it
can be said that by making use of digital platforms for marketing and communication, this hotel
chain can regain its image and can in operate business without getting affected in negative
manner.
Aim:
“To identify impact of digital marketing and marketing communication in improving
image or productivity of business”. A case study on Hilton hotel chain.
Objective:
 To discuss the digital marketing and marketing communication.
 To discuss benefits of digital marketing on overall performance of Hilton hotel chain.
 To recommend the best way of improving digital marketing or marketing communication.
Rationale:
Digital marketing and marketing communication is one of the main key of success of
companies. From research, it is found that hospitality sector is being affected the most because of
Covid-19 pandemic and hotels are facing problems in increasing sales and attracting customers.
But with the help of digital marketing and marketing communication they can know better ways
of communicating as well as satisfying needs of customers. So, it is the main reason of
conducting research on this topic. Helping out hotels in improving productivity with the help of
digital marketing and marketing communication. Other main reason of selecting this topic for
conducting research is my personal interest as I wanted to gain knowledge regarding technology
and roles of digital marketing as how it has changed the world and how companies can improve
their productivity with it.
CHAPTER 2: LITERATURE REVIEW
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Literature review is the types of academic paper in which the scholar can view the
various author thinking and make the research more relevant. While through which having the
proper and relevant research have used the literature review for which they can make sure about
the various of the author. Hence, this review has the main aim for explaining about the
marketing communication and digital marketing along with the benefits of the marketing
communication and digital marketing. Furthermore, explain about the various ways for
improving the digital marketing strategies in the organization.
Marketing communication and digital marketing
There are several definitions and concepts regarding digital marketing because it is the big
topic and has vast scope. In this regard, Saura, Palos-Sánchez and Cerdá Suárez, (2017) said that
digital marketing is promotion of services and goods via some forms of electronic media. When
all marketing activities such as promotion and communication is being done with the help of
social media platforms or all online platforms then it is known as digital marketing or marketing
communication. It is also being stated in this context by some authors that except face to face
communication, when customers are being made aware about effectiveness of products or
promotion of goods are known as digital marketing. So, from all these definition, it can clearly
be said that it is all about online marketing efforts.
In addition and in the context of Pisicchio and Toaldo, (2020) said that digital marketing is
a marketing via an electronic device as well as internet. It is also known as internet marketing.
Today, hundreds of businesses engage in digital marketing because they find it easier to reach a
large number if customers. Performing all marketing activities via internet plays a vital role as it
is cost and time effective. It helps companies in attracting or to grab attention of customers.
There are several tactics as digital marketing such as: social media marketing, content marketing,
e-mail marketing, and influencer marketing. It all helps companies in promoting goods and
services. Different companies make use of different digital marketing tactics. One of the main
common tactics of digital marketing via which hotels communicate or promote its products is:
social media platforms. Social media is the common and cost effective tactic because it makes
them able to communicate with customers effectively and continuously. They can provide post
selling services also to them. Customers also find easier in getting or making use of services.
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They do not need to go or visit hotels and via social media platforms they can get all information
and make themselves beneficial.
In regard to marketing communication, Moulay, 2019) state that it is a fundamental and
complex part of company’s marketing efforts. Marketing communication includes: direct
marketing, advertising, packaging and printed materials. All these are tactics that make
companies able to communicate with customers and companies makes customers aware
regarding its products and services. The main advantage of marketing communication and all
these tactics is: it promotes direct or continuous communication. It reduces barriers of
miscommunication and make beneficial to both employees and customers. In addition, they also
said that it refers means that are being adopted by companies to convey message to customers
about products as well as brand they sell and want to sell. In regard to effectiveness of
communication, it is stated that communication between employees and customers is important
as it helps customers in getting detailed information. When they get detailed information
regarding brand, products and services then they find easier to make decision regarding buying
products. They can protect themselves against failure or fake products. They can also ask for
ways to use products via social media and official website of companies. It saves their time and
cost and also makes them feel valued. Social media or digital marketing has made companies and
customers able to communicate with each other’s any time and without getting affected,
continuing or enjoying their services. Overall, it can clearly be said that digital marketing as well
as marketing communication has vast scope and can make beneficial to hospitality industry and
customers. Continuous communication increases trust and loyalty among customers and they are
less likely to switch brand that improves brand image and productivity as well.
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