Role of E-Marketing in Hospitality Industry

This research project focuses on the role of e-marketing in the hospitality industry, specifically its impact on consumer buying behavior. The study uses a case study of Dorsett Shepherds Bush Hotel in London to explore the relationship between e-marketing and consumer behavior, identify strategies for enhancing e-marketing usage, and examine challenges faced by companies in managing e-marketing. The research aims to understand the importance of e-marketing in influencing consumer buying behavior in the hospitality industry.

Research project
Propose

Table of Contents
TOPIC .............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the study ............................................................................................................1
Research Aim .............................................................................................................................2
Research Objective .....................................................................................................................2
Research Questions ....................................................................................................................2
Rationale of the study .................................................................................................................2
LITERATURE REVIEW ...............................................................................................................3
METHODOLOGY .........................................................................................................................4
REFERENCES................................................................................................................................6

TOPIC
“Role of E- Marketing in Hospitality Industry for influencing consumer buying behaviour
- Case Study on Dorsett Shepherds Bush Hotel London”
INTRODUCTION
The term E- marketing is one of the most using aspect in present era of marketplace as it
refer to those marketing process in which various promotional and trading activities of business
taken place with the help of internet or digitalisation. In order to survive within competitive
marketplace for longer time period, adoption of e- marketing strategies help hospitality sector to
place its brand in an aggressive or competitive position. Along with this, it assist organisation to
analyse the customers varying demand or needs and also empower them to take corrective course
of cation in order to meet out their requirements in a improved way. Hence, in this current trend
of industry internet or e-marketing drive hotel industry to reach wide range of customer and also
to creative positive response among competitor in an amended way. In context of this report,
Dorsett Shepherds Bush Hotel has been considered as it is well known as a stylish and
comfortable accommodation facility company in UK marketplace. This research report involves
research aim, objective, question, background, literature review and the methodology that has
been utilised for gathering the data in order to produce better outcome in a pre determined time
period.
Background of the study
Dorsett Shepherds Bush Hotel is considered as reputed and famous hotel in UK which
established in the year of 2014. It offers stylish and comfortable accommodation or lodging for
the most prescient business and leisure travellers with an aim to provide enjoyable, relax and
socialise environment. Along with this, its serve its product or services across the globe. One of
the unique feature about Dorsett Shepherds Bush Hotel is that its location as it is near to large
Westfield shopping mall and multiple underground stations that connects to airports and the city
top's attractions. Moreover, it is also popularised for the amenities which its render to their
targeted consumers i.e. cribs, fitness centre, 24*7 internet accessible, spa, business centre,
meeting or conference rooms and many more. In perspective this research, it is wholly
emphasises over the significance of e- marketing within hotel industry that empower manager to
understand its impact over consumer decision making for consumption of particular brand.

Furthermore, researcher make use of all reliable and appropriate methodology which help them
to bring better outcome within prescribed time duration without any kind of hindrances or
obstacles.
Research Aim
The research aim is “To understand the importance of E-marketing in Hospitality
Industry for influencing consumer buying behaviour - Case Study on Dorsett Shepherds Bush
Hotel London”
Research Objective
 To study the relationship between E- marketing and consumer buying behaviour.
 To identify the ways which organisation implement for enhancing the usage of e-
marketing in order to improve the consumer buying decisions.
 To examine the challenges that company come across while managing e- marketing in its
business function.
Research Questions
 What is the relationship between E- marketing and consumer buying behaviour?
 What are the ways which organisation implement for enhancing the usage of e-marketing
in order to improve the consumer buying decisions?
 What are the challenges that company come across while managing e- marketing in its
business function?
Rationale of the study
The main rationale behind selecting this topic is that in this modern age of industry the
concept of advanced technology and digitisation has been getting utilised in a rapid pace that
directly impact over company's sales performance and brand value. However, by conducting this
study it enable researcher to acquire deeper understanding about e-marketing and also assist
them to examine current or emerging market trend. Along with this, it also empower them to
render best corrective course of action for attaining sustainable growth and development in
competing marketplace. In addition to this, by organising this research investigator will able to
obtain effective knowledge about different kinds of research methodology in order to produce
valid or authentic report in a stipulated time duration.

LITERATURE REVIEW
To study the relationship between E- marketing and consumer buying behaviour.
In the views of D. Francis, The aspect of e-marketing has new and rising tool in
marketing world as it enable organisation to improve its customer base as well as sales
performance. Along with this, with the increase in competition of technologies or innovation the
needs or wants of consumer has also been changed that directly impacted over establishment
potentiality in enriching overall profit margin ratio (Consumer behaviour towards E-marketing,
2018). Hence, as per the study it has been signified that there is a direct relationship between e-
marketing and consumer buying behaviour. This is because, in current marketplace customers
are highly fond of online marketing as they are very much concern about reducing time, cost and
energy. Therefore, internet or e- marketing plays a significant role in hospitality industry as it
drive them to minimise the cost for distribution of information and media to a global audience.
Moreover, it also empower hotel sector to reach wider range of population and also motive them
to promote their brad in an impressive or innovative mode among competitors.
To identify the ways which organisation implement for enhancing the usage of e-marketing in
order to improve the consumer buying decisions.
According to Nathalie Laroyenne, 2018 , Today's hospitality sector is becoming more
competitive and challenging because consumer need and trend has been keep on changing that
impose huge stress over hotels to maintain its brand image in market. Along with this, the
concept of internet marketing also becomes the one of the core trend among consumers and
hotels in order to enhance the consumers base ( 7 Advantages of digital marketing in hospitality
industry, 2018). However, some of the e-marketing strategies which hospitality industry can
make use in its functional unit. Some of them are content marketing, SEO, SEA, e- reputation,
social media marketing and many more. Hence, with the implication of appropriate strategies
help hotels to reach large number of population and also can gain competitive advantage among
rivalries in a efficient mode.
To examine the challenges that company come across while managing e- marketing in its
business function.
As per the views of Snehal Mistry, 2019, As the world is moving towards globalisation
and innovation which force hotel industry to make their brand in an impressive or competent
position for surviving within marketplace for longer time duration. Hence, the implication of e-

marketing brings various benefits over hospitality sector but at the same time it render huge set
of obstacles that negatively effect over company's brand value (How to Deal with 13 Common
Challenges in the Hotel Industry?, 2019). Some of the challenges which hotel sector come across
that hiring or retaining staff, change in marketing trends or dynamics, operational issues, rising
cost of daily consumables, varies guest expectation mad many more. However, proper allocation
of resources and utilisation of the same in an optimal manner enable hospitality industry to
expand its market division and also to acquire best position among rivalries in an improved style.
METHODOLOGY
This section is one of the essential section in research study as it is link with those
process or execution in which researcher make an effort to collect the data for providing better
solution to a particular defined problems. Research methodology is classified into two types i.e.
primary and secondary.
Primary method: Under this determinant, data are acquired for the first time as it is
signifies that it is not attempted or published by any other researcher in existing market. Along
with this, some of the primary method are questionnaire, observation, interview, survey and
many more. In regard of this research, investigator make an effort to utilise the questionnaire
method that assist them to obtain accurate opinion or views from different respondents in an
trenchant way.
Secondary method: In this element, information are collected with means of various
journals, articles, magazines, newspaper which is published or attempted by several scholars or
publishers and it is available in current marketplace. In relation to this research report,
investigator make an attempt to obtain different kinds of information through online sources and
presented the data in the form of review of literature.
Qualitative and Quantitative: Under this, qualitative method is also termed as
exploratory research that help investigator to acquire deeper understanding of particular topic
and also to render effective solution for specified research problem. On the other hand,
quantitative research method are those in which data are expressed in the form of data, graph,
number, chart and statistical way. Hence, in context of this research, researcher make use of
qualitative method that assist them to acquire in depth knowledge or understanding of topic and
also help them to present the report for further study in a stipulated time duration.

Sampling: This method is defined as those in which research select respondents for
larger number of population. This method is categorised into probability and non probability.
However, in case of this study, investigator make use of random sampling method and the
sample size is 20 respondents who are belongs to Dorsett Shepherds Bush Hotel.

REFERENCES
Books and Journals
Online
7 Advantages of digital marketing in hospitality industry, 2018.[Online]. Available Through;
<https://blog.wikhotel360.com/digital-marketing-in-hospitality-industry/>
Consumer behavior towards E-marketing, 2018.[Online]. Available Through;
<https://www.researchgate.net/publication/323246611_Consumer_behavior_towards_E-
marketing>
How to Deal with 13 Common Challenges in the Hotel Industry?, 2019 .[Online]. Available
Through; <https://www.ezeeabsolute.com/blog/how-to-deal-with-challenges-in-hotel-
industry/>

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title:
“Role of E- Marketing in Hospitality Industry for influencing consumer
buying behaviour - Case Study on Dorsett Shepherds Bush Hotel London”
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
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 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :

Section 3: Participants
Please answer the following questions, giving full details where
necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults
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Candidates are selected on random sampling basis. Employees of CADBRY are selected for
this purpose.
Describe the processes you will use to inform participants about what
you are doing:
E- mail is the method to inform participants about process rate and
schedule of investigation.
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Consent of participants are collected in the written form which is authentic for research
purpose.
Studies involving questionnaires: will participants be given the option of
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Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
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Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
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Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
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Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
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Researcher access and analyse personal data from respondents because they are responsible
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During the research:
investigator
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Data will be stored in computerised form.
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If Yes, please provide further details:
After the research:

Where will the data be stored?
How long will the data and records be kept for and in what format?
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Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may
raise ethical concerns? If so, please outline how you will deal with
these:
It is important that you demonstrate your awareness of potential risks
that may arise because of your research. Please consider/address all
issues that may apply. Ethical concerns may include, but are not limited
to the following :
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 Sensitive topics
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(including transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s
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I have discussed the ethical issues relating to my research with
my Unit Tutor:
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I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
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