Impact of Brand Image on Buying Behavior of Tourists - A Study on Hilton Hotel

This research project aims to identify the impact of brand image on the buying behavior of tourists at Hilton Hotel. It analyzes the effectiveness of brand image, the relationship between brand image and buying behavior, and provides recommendations for improving Hilton Hotel's performance.

Research project
( To id en tify th e im p act o f b ran d im ag e o n t he b u y in g b eh av io u r o f to u ri sts- a
stu d y o n Hilto n h o t el )

Table of content
Topic Page number
Introduction 3
Research objectives 4
Data analysis 5
Conclusion 13
Recommendations 14
References 15

INTRODUCTION
 Hospitality industry is one of the sector that provide some of the services such
as lodging, transportation, event planning and so on.
 The present research project is based on Hilton Hotel which perform their
operations in hospitality industry.
 Researcher has uses some tools and techniques so that the impact of brand
image can be identified on the buying behavior of consumers.

RESEARCH OBJECTIVES
 To identify the effectiveness of brand image in order to achieve the
competitiveness at the marketplace.
 To analyse the buying behaviour of tourists at Hilton Hotel.
 To examine the relationship between the brand image and buying behaviour of
the visitors.
 To provide the recommendations so that overall performance of Hilton Hotel
can be improved.

DATA ANALYSIS
 The data has been collected through both secondary and primary sources. Here,
primary data has been gathered through questionnaire and secondary is collected
through books, journals etc.
 The data is interpreted on the basis of thematic analysis where graphs are
formed on the basis of themes.

Theme 1: Customers visit Hilton Hotel once in a month

Theme 2: Friends and colleagues are the one who influence some of
the customers to visit hotel.

Theme 3: Customers will recommend services to their friends and
family on the basis of their experience

Theme 4: Customers are satisfied with the services of Hilton Hotel.

Theme 5: People are highly satisfied with the cleanliness in the hotel

Theme 6: Service users are satisfied with the prices of Hilton Hotel

Theme 7: Some customers are agreed that marketing strategies can
enhance the brand image of the organization

CONCLUSION
 From the carried out analysis it can be concluded that brand image can highly
affect the buying behavior of consumers.
 By applying different research methods it become easy for researcher to
complete the overall project in more effective manner.

RECOMMENDATIONS
There are some recommendations that should be followed by business
organizations so that they can achieve competitiveness at the marketplace. Some
of these are like:
 Training and development
 Online services
 Online survey

REFERENCES
Geerts, G.L., 2011. A design science research methodology and its application to
accounting information systems research. International Journal of Accounting
Information Systems. 12(2). pp.142-151.
Krishna, C.V., 2011. Determinants of Consumer Buying Behaviour: An
Empirical Study of Private Label Brands in Apparel Retail. Vilakshan: The XIMB
Journal of Management. 8(2).
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and
design. Routledge.

Thank You