The Influence of Marketing on Visitor's Satisfaction UK

RESEARCH PROJECT PROPOSAL FORM
Programme HND in TTM and HM
Surname
Forename(s)
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Department Travel, Tourism and Hospitality Management
Working title of
your proposed
research
The influence of marketing on visitor's satisfaction UK.
1. Research project description
In tourism and travel industry the main issue which is faced the companies is the satisfaction of
tourists as it involves the measures for determining whether a tourist is satisfied or not. Satisfaction as well
experience of customer is closely linked with the marketing and can have a influence on the visitors
satisfaction. It is the fundamental goal of marketing to attract customers in order to increase the sale and gain
competitive advantage. Companies adopt various marketing strategies which includes the long-term and
short-term activities which have an impact on the visitor's attraction and satisfaction level.
Rationale: It is really important for company to meet the expectation levels of visitors which visit to hotel as
there is a high level of competition in UK's hospitality industry. Also, researcher wants to know how
marketing can have an influence on the visitor's satisfaction and what are the strategies adopted by the
companies to improve visitors satisfaction.
2. Aims and Objectives:
Aim: To investigate the influence of marketing towards the consumer satisfaction and methods
adopted by marketing team to enhance customer's satisfaction level.- A case study on Hilton Hotel.
Objectives -
• To assess the consumer behaviour towards the hotels.
• To analyse the role of marketing department within hotel.
• To assess the performance of marketing with other departments of the organisation.

3. Information required:
As per the views of López-Cabarcos, M. Á and et.al, (2015) consumer behaviour is related to why a
particular customer makes a buying decision and this involves a company should understand what a
customer wants and also how much they are willing to pay for a services and they choose a particular
services and how they finally purchase a service of a hotel. Within the hospitality industry the behaviour of a
guest affects on how a guest chooses a particular hotel and services associated to it. There are various factors
which have an influence on the behaviour of guest like psychological factors, social factors, technological
factors, price, service quality, etc. It has become very important for companies to study and analyse the
guests behaviour and identify the factors which led them to choose a hotel. This information gathered by the
hotel can help in attracting similar customers in the future. As illustrated by Oyner and Korelina, (2016)
marketing department forms an important department for any hotel as they help in attracting existing and
potential guest towards the hotel products and services. One of the major role of marketing department is to
promote the products and services of the hotel in order to increase the sale to higher levels. Also, marketing
department works with different advertising agencies and manages effective relationship with other agencies
and partners in order to attract customers. This department also oversees the budget of promotion, marketing
and advertising in order to influence the guests in a best possible way. It is also the major roles of marketing
to conduct market research and monitor customer views on hotel's website and other websites in order to
identify the weakness and strengths of hotel.
As noted by Nieves and Diaz-Meneses, (2016) marketing department of hotel has to work in collaboration
with other department in order to improve the performance of the hotel effectively. Marketing department
and housekeeping department have to work in collaboration as marketing department can gather information
about the kind of housekeeping services which a guest desires which can improve the performance of the
hotel in an effective manner. Similarly marketing and production department have to work in collaboration
in order offer better food and beverage services to customers as customers preferences and needs change on
which marketing department keeps eye. This can surely enhance the visiting experience of guest in the hotel.
As there new dishes and cuisines that are demanded by guest and based on the market survey marketing
department can help in improving the kitchen services of the hotel.