Hotel Marketing Strategies & Construal Level Theory

This assignment delves into the application of construal-level theory within the context of hotel marketing strategies. It requires a thorough analysis of relevant research articles, such as those examining social media's impact on the hotel industry and the effectiveness of green marketing initiatives. The aim is to critically evaluate how construal-level theory can be leveraged to develop successful promotional campaigns in the hospitality sector.

RESEARCH PROJECT

Table of Contents
1. INTRODUCTION.......................................................................................................................1
2. Background..................................................................................................................................1
3. Problem statement........................................................................................................................2
4. Aims and objectives.....................................................................................................................2
5. Rationale......................................................................................................................................2
6. Research questions.......................................................................................................................3
7. METHODOLOGY......................................................................................................................3
8. Reason for choice of project........................................................................................................5
LITERATURE REVIEW................................................................................................................5
Questionnaire..........................................................................................................................9
TIMELINE.....................................................................................................................................17
REFERENCES..............................................................................................................................19

1. INTRODUCTION
In respect to determines effective results, digital technology help to promote systematic
work performances in the business environment. With the help of this tool, enterprise able to
increase their significant activities and tasks which assists to promote desire results in the
company. It is more creative process which aids to increase more significant results in hospitality
industry.
In order to conduct research towards implementation of digital technology, it can be said
that Hilton hotel able to gain more desired results at workplace. Mobile communication and
automation mainly implement as longer promotion. In the present report, significance of
implementing digital technology in hospitality sector consider in successful way. Furthermore,
survey will be conducted to identify digital conference facilities also expanded to accommodate
type of technology in successful manner. Moreover, report also discussed advancing with faster
pace to deal with the latest trends and information about customers.
2. Background
In respect to increase systematic work performance, it has been seen that there are several
kinds of promotional tools exist that assists to promote products and services in different areas of
the world. In this regard, every hospitality industry attracts customers to make effective results at
workplace. Further, significance of digital technology with promotion is also important to
generate more sales and change image of the enterprise (Anuar, Musa and Khalid, 2014). It helps
to make innovative results in the business environment through using tactical elements. In this
way, awareness program also developed to communicate and bring values towards the potential
customers. Along with this, successful promotion done when target market has been identifying
with using digital technology. As results, designing management content, structure and format
helps to represent systematic communication channel. For example, using social media, sales
promotional tools, etc. These elements help to develop promotion that are sample, coupons,
packages, etc. on company website.
In the Hilton hotel, digital technology has been currently used with social media tools
such as Facebook, Twitter, etc. Therefore, it assists to found to create interaction with several
customers together. In order to invest different types of digital apps, room services also develop
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that are customer oriented and personalised experience for guests. Blogs are mainly used by
chosen business to assess customers needs and demand.
3. Problem statement
Issue to attract more customer is crucial element for Hilton hotel. Therefore, they need to
set different perspective that help to attain more significant results. In the business, it assists to
develop more effective functioning.
Hilton hotel face issue to fulfil customers demand because in market, there are several
competitors exist that provide same products and services as chosen company. Consequently, the
firm need to establish certain unique characteristics in business. The company unable to attract
customers with their own website so that it is problem to establish appropriate operations in
business.
4. Aims and objectives
Aim: To analyse the significance of digital technology in promotional tools in hospitality sector–
A Case Study on Hilton Hotel
Objectives
 To understand the concept of digital technology in promotional tools in hospitality
industry of UK
 To evaluate the importance of digital promotional tools in the hospitality sector
 To interrelate digital promotional tools and operations and functions of Hilton hotel
 To recommends ways through digital technology implemented with promotional tools
implementation could be increasing profit in systematic manner at workplace
5. Rationale
There are several benefits of digital technology with promotional tools that assist to gain
creative results at workplace. In this regard, sales promotion creates some advantages of
advertising and sales. Sales increases through promotional tools to make creative results and
outcomes. It will help to attain the desired results and profits (Vasant, 2016). Furthermore, in the
hospitality industry, it helps to make security and regular assessment that is needed to make
innovative results at workplace. Sales promotional tools create advantages of advertisement and
sales. It improves the ability to get quick feedback from customers towards the products and
services in business. In order to deal with the innovative ideas, these tools also make advantages
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to add excitement that is being offered through flexible timing. Efficiency towards the systematic
work performance also increases that make targets and goals at workplace (Vinogradova,
Larionova and Kaurova, 2016).
There are following reasons implemented due to which digital technology has been
applied at present research:
 In Hilton hotel, there is no relevancy towards modern technology so that it is essential to
integrate modernisation tool in Hilton Hotel.
 Lack of customer trust on social media of Hilton hotel also reduce effectiveness of the
company. Therefore, it is important to build appropriate trust on digital technology
implementation.
 Furthermore, digital technology also implement to increase customer attraction and go
with easier work.
6. Research questions
 What do you understand by the concept of digital promotional tools in UK?
 How could you evaluate importance of digital promotional tools in the hospitality sector?
 How you interrelate promotional tools and hospitality sector operations and functions of
Hilton hotel?
 What are the ways will recommend to increase activities of promotional tools with
implement digital technology?
7. METHODOLOGY
In respect to find the useful information, in the research methodologies following tools
implemented that assists to make systematic work performances:
 Research approach: Research approach considered formulation of the plan towards
selected topic. In this way, systematic research is carried out with inductive and
deductive approaches. Therefore, researcher selects the inductive approach (Saunders and
Bezzina, 2015). This is because, inductive approach helps to implement relevant theory
and information to find appropriate outcomes.
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 Research design: In methodology, research design elaborated abstract to determine the
whole study. It includes several types of studies that support to make a systematic work
performance. In this way, descriptive, experimental, etc. kinds of research design
considered. From the above, descriptive research design has been selected (Kolb, Miller
and Kolb, 2016). Descriptive design assists to consider appropriate information to gain
systematic and relevant results in desired manner. It will help to focus on gathering
relevant information for the research.
 Research philosophy: Research philosophy considered ways through which investigator
gathers relevant data towards the topic. Therefore, interpretivism research philosophy has
been selected that assists to gather fresh information towards the topic. Interpretivism
research philosophy helps to consider qualitative research with inquiry and related
discipline mention.
 Methods for data collecting: There are several types of methods exist through research
could collect relevant information at workplace. In this way, primary and secondary both
kind of data have been used to consider the relevant research (Smith, Mccullough and
Luke, 2017). Primary data collected with questionnaire that design to conduct survey. It
assists to develop more significant advantages in successful way. Fresh and relevant
information gather to attain competitive advantages. Beside this, secondary data is being
gathered from previous research that helps to understand regarding topics and certain
knowledge.
 Sample: In order to find useful information, selected sample is 25 employees of Hilton
hotel. There are two methods probabilistic and non-probabilistic methods to collect
information. In the present research, probabilistic method used in which simple random
sampling method, research will be developed in a systematic manner at workplace. In this
method, sample size considered in term of simple random aspect. This method is selected
to gather data on random sample basis. Hence, it assists to develop significant
advantages.
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8. Reason for choice of project
With the help of selected research project, it can be stated that effectiveness increasing in
successful manner in Hilton Hotel to develop more profits and revenue. In this way, knowledge
and effectiveness continuously develop at workplace.
LITERATURE REVIEW
Concept of promotional tools in the UK
As per the view point of Buhalis and Mamalakis, (2015), promotional tools help to make
effective communication to share information and other perspectives with customers. In this
consideration, several components implemented in the hospitality business help to promote the
products and services in business environment. Development of the promotional strategy helps to
clearly define benefits at workplace. Presence of the digital technology with promotional
activities helps to make sure potential candidates in the enterprise attracted to increase positive
results at workplace. Promotional tools are also developing specific products and services in
business. However, FitzPatrick, Davey and Davey, (2013) stated that digital technology in
promotional tool implementation means inform to market for a specific products and services in
systematic manner. In this way, selected business could be able to reach towards the ultimate
customers easily. Consumer interest also generated through implement promotional tools in the
business environment. Inquiry of the products and services also generated at workplace that is
beneficial to handle a particular situation.
On the other hand, Frías-Jamilena, Del Barrio-García and López-Moreno, (2013) argued
that there are several elements exist that help to make promotion of the products and services in a
systematic manner. In this aspect, personal selling is the main aspect that is used to involve
products and services to make successful operations and functions. Face to face communication,
social media, email, etc. help to simply define interaction with different people. Main advantages
of the implementation of digital technology with promotional tools are developed strong personal
connection to make receptive and trying to sell creative. Moreover, Leung, Bai and Stahura,
(2015) explored their views that advertising is a systematic type of the promotional tool that
helps to make broader in respect to develop products and services in the enterprise. Radio is also
an important element that can be used to carry out innovative operations and functions to make
systematic results at the workplace. In the fact, it has been seen that advertisement main
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consideration which assists to focus on the important element to increases scalability in long
term consideration.
Importance of promotional tools in the hospitality sector
According to the views of Kim, Kim and Magnini, (2016), promotional and marketing
strategies determine important results to make systematic work performance in the business
through digital technology. In this regard, hospitality industry will be able to create awareness
program through organising systematic work performances. In addition to this, it is also helpful
to increase creative approach for sales and customer services. With the help of these tools,
brainstormed activities develop an effective marketing plan. Promotional strategy in the business
carry out to make measurable goals that assist to target market development as well. In
contradicting, Punitha and Rasdi, (2013) argued that promotional tools also help to understand
the clients and connecting several people in business. This is because, it assists to sprinkle and
helps to sell more to consider customer's feedback as well. Further, it includes strategic planning
which is an important concept for promotional and marketing strategies. In this concept,
marketing, promotion, sales, etc. activities developing goals with strategic plan in the business.
Strategic planning also reduced efficiencies and services which is more important to make more
targets at workplace.
As per the concept of Johnson, Singh and Ma, (2015), digital technology in sales and
promotional strategy important for to marketing and sacrificing negative elements in the
business. Promotion is the process in which marketing communication activities involves
information which helps to influence people in the enterprise. Mainly promotional tools used for
three main purposes such as communication marketing, etc. Powerful tools are generally
increasing marketing program that defined coordination with self-initiatives efforts. In this way,
channels are also established to share information and persuasion facilitate for goods and
services. On the other hand, Yang, Xia and Hu, (2015) stated that digital technology and
promotional activities includes major programs that undertaken by the business to communicate
and promotes products and services. It is the element that helps to considered marketing mix and
pursued products and services in the business environment. It is concerned with the methods to
communicate within target market. With the help of these activities, potential customers are
attracted with existence of products which emerged to satisfy capabilities.
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Relationship between promotional tools and hospitality sector operations and functions of
Hilton hotel
As per the views of Hua, Morosan and DeFranco, (2015), there is wide relationship
between digital technology of promotional tools and hospitality sector. There are mainly three
principles implemented in the promotional activities i.e. inform, persuade and remind. In the
hospitality sector, essential orders are established to make changes in image that generates more
sales in a systematic way. Manager of the hospitality industry established customers'
advertisement, sales promotion, etc. that assists to make proper concentration in the business.
Tactical instruments also help to create several advertisements to raise awareness and
communication that brings potential customers at workplace. On the other hand, Bonsón,
Bednárová and Wei, (2016) generated views that successful promotion identifying target market
to understand the target audience as well. In this way, communication established towards the
objectives. Designing message content also depends on the target audience of company which
established their operations and functions in a proper way. Awareness program also developed to
target several customers in the business unit. Promotional tools are also increasing systematic
work performance in the business environment to deal with innovation and unique features as
well.
According to the views of Moya, Torres and Stegen, (2016), selected communication
method helps to target different people in the business through concentrate on the determining
objectives. In this way, face to face communication channels are developed to select the message
source. Message also occurs to develop the target market and for measuring communication
results as well. Goods and services also transferred which create high values in the business
environment. Guests convert economic resources into the wealth which develop goods and
services. Business develops their operations which they exactly provide. On the other hand,
FitzPatrick, Davey and Davey, (2013) considered their views that sales promotion making
relationship with several people that assists to take advantages in the business. With the help of
advertisement and sales, ability generate to get quick feedback. As results, it will assist to add
some excitement that are offered by the destinations. Flexible timing also created at workplace
that assists to target a greater number of customers together at workplace. Efficiencies also
increases which make creative results at workplace.
Recommends ways through promotional tools implementation at workplace
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In respect to recommend ways, Hua, Morosan and DeFranco, (2015) stated that Hilton
hotel need to includes values of their operations and functions. In this aspect they will able to
generate more money and profits in systematic manner. With considered several activities,
cleanliness needed so that design and interior development activities helps to attract customers at
workplace. In order to focus on the environmental advantages, it has been seen that services also
developed in a positive aspect that assists to improve quality and performance in a positive way.
As per the opinions of Leung, Bai and Stahura, (2015), it can be reviewed that design and
development activities of business mainly helps to attract several customers at workplace. In this
consideration, it is important to look towards the innovative and unique characteristics. This will
assist to make a friendly environment that makes systematic work performance at workplace. In
this consideration, different people attracted at workplace and targeted them to make innovation
and uniqueness at workplace.
On the basis of FitzPatrick, Davey and Davey, (2013) views, it has been stated that Hilton
need to increase training and development program among several people of the department. In
this aspect, it is important to look towards the employee efficiencies and their creativity towards
the business. It will help to attract more people in the business environment in successful
consideration. As per their aspects it has been analysis that they need to focus on the global
environment needs. It will help to make several innovations and attract people with attain
competitive advantages. On the other hand, Frías-Jamilena, Del Barrio-García and López-
Moreno, (2013) argued that brand image of the business is very attractive so that it is essential to
look towards the leveraged activities that helps to make several innovations and advantages at
workplace. In this manner, intellectual capital also increases which create sustainable
competitive advantages at workplace. Exceptional services which strengthen to the customer
loyalty in systematic manner also needed to perform several activities at workplace.
According to the point of Tsang, Lee and Qu, (2015), own website implementation helps
to increase profitability and performance through focus on the innovation and uniqueness. It will
help to make systematic work performance in the business environment at workplace. With the
help of the innovative features and activities, it has been seen that business able to attract several
people easily. Furthermore, all employees require training and development program that make
high work performance in the environment. With this regard, manager need to make their
concentration on the useful elements that assists to make sure that business able to gain creative
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elements at workplace. On the other hand, Jakada and Gambo, (2014) stated that mass market
promotion important tool that increase large scale online travel sellers which reach to the
marketing power to deliver the big numbers of people. Advertisement campaigns also markets all
around the world that make contract with large chains and independent properties. Online travels
sellers select properties on the basis of location and selection amenities.
As per the views of Leung, Bai and Stahura, (2015), marketing is the important process
which contain products and services for consumers. Hospitality marketing takes segment of
industry in different perspective to promote their operations in systematic manner.
Advertisement is the useful method that takes up for significant portion towards company's
budget. It has been allocated towards promotion and marketing in positive consideration. It is
one of the important consideration to develop more effective functioning in hospitality sector.
Moreover, Moya, Torres and Stegen, (2016) stated that public relations also consisting as
promotional tool that assist to meet with innovations and creativity. In 21st century, this tool
helps to promote products and services in appropriate way that increase marketing in hotel.
Digital and interactive way to promote products and services is the best aspect to implement
innovative results at workplace.
Questionnaire
Questionnaire
Name:
Age:
Gender
1. What is the main purpose of company to implement digital technology with promotional
tool?
 Increasing sales
 Increase customer base
 Development of the business
 Any other
2. Who is your target audience?
 Teenagers
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 Family tourist
 Friends tourist
 Businessmen tourists
 All the above
3. Where will you be selling products and services of Hilton?
 Online
 Offline
 Both
4. How you want to advertise your products and services?
 Television
 Radio
 Newspapers
 Social media
 Any other
5. How long do you want to advertise your products and services to run?
 One to 3 years
 Three to 6 years
 Six to 10 years
 More than 10 years
6. Do you think that promotional tools help to make high sales and profits at workplace?
 Yes
 No
 Cannot say
7. How much are you satisfied with the implementation of promotional tools in Hilton hotel?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
Theme 1 With promotional tools company can develop their business
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What is main purpose of the company to
implement digital technology with
promotional tool?
Responses
Increasing sales 4
Increase customer base 3
Development of the business 18
Any other 0
Interpretation: In order to carry the above graph, it has been stated that there are 18 employees
of Hilton hotel said that implementation of promotional tools increases development of the
organization. In this aspect, 4 candidates said that it increases sales of the company. Furthermore,
remaining 3 interpreted that it enhance customer base within the business environment.
Theme 2 Company wants to target all people such as teenagers, family, friends and
businesses tourist
Who is your target audience? Responses
Teenagers 1
11
4
3
18
Increasing sales
Increase customer base
Development of the
business
Any other

Family tourist 1
Friends tourist 2
Businessmen tourists 1
All the above 20
Interpretation: Further, the above graph interpret that 20 employees said that Hilton hotel wants
to target friends, family, teenagers, all types of people so that they can make effective results at
workplace. Furthermore, 2 employees said that company wants to target only friends tourists to
make systematic work performance at workplace. In addition to this, there is 1 employee said
that company target teenagers to make systematic work performance.
Theme 3 Hilton hotel using online and offline both methods to sell their products and
services
Where will you be selling products and
services of Hilton?
Responses
Online 1
Offline 2
Both 22
12
1
12
1
20
Teenagers
Family tourist
Friends tourist
Businessmen tourists
All the above

Interpretation: From the above graph, it has been interpreted that Hilton hotel using online and
offline both kind of resources at workplace that increases effectiveness in the business. With the
help of the 2 employees views, it has been stated that Hilton hotel using offline method that
make systematic work performance in the business to get innovative results. In this way, physical
evidence increases at workplace that assists to target people easily. Remaining 1 employee said
that the company using online method to target customers at workplace.
Theme 4 Social media helps to make creative and advertise products and services in
successful way
How you want to advertise your products
and services?
Responses
Television 1
Radio 1
Newspapers 1
Social media 21
Any other 1
13
1
2
22
Online
Offline
Both

Interpretation: From the above graph, it has been interpreted that 21 employees said that social
media is important tool that used to carry advertisement of the products and services to target
maximum people at workplace. Furthermore, 1 candidates stated that the company target
employee through using television in which advertisement provide for the products and services.
In addition to this, 1 person said that radio is mainly using to target candidates in large context.
Along with this, 1 person also said that newspaper is major consideration to target people at
workplace. Remaining 1 candidate said that the company need to use another element to target
people at workplace.
Theme 5 Hilton hotel wants to advertise their products and services for more than 20 years
How long do you want to advertise your
products and services to run?
Responses
One to 3 years 0
Three to 6 years 2
Six to 10 years 3
More than 10 years 20
14
11
1
21
1
Television
Radio
Newspapers
Social media
Any other

Interpretation: In respect to carry the above graph, it can be stated that there are 20 respondents
said that they want to advertise products and services more than 20 years. In this way, company
run successfully to make effective results at workplace. Furthermore, there are 3 employees said
that they want to advertise their products in six to 10 years to make effective products and
services. 2 employees said that they want to advertise from three to six years. Hence, it could be
interpret that mainly Hilton need to focus on the advertisement for long term plan and outcomes.
Theme 6 Promotional tools helps to make high sales and profits in business
Do you think that promotional tools helps to
make high sales and profits at workplace?
Responses
Yes 22
No 3
Cannot say 0
15
2
3
20
One to 3 years
Three to 6 years
Six to 10 years
More than 10 years

Interpretation: As per the above graph, it can be stated that promotional tools in the Hilton
make high sales and profits with effective development. There are 22 candidates support this
statement to make creative results at workplace. Furthermore, there are 3 candidates stated that
promotional tools only increases expenses of the enterprise not making high profits and revenue.
Theme 7 With implementation of promotional tools, customers are highly satisfied with
products and services of Hilton
How much are you satisfied from
implementation of promotional tools in
Hilton hotel?
Responses
Highly satisfied 19
Satisfied 3
Neutral 2
Dissatisfied 1
Highly Dissatisfied 0
16
22
3
Yes
No
Cannot say

Interpretation: In this graph, it has been shown that there are 19 candidates highly satisfied to
implement the promotional tools in chosen business environment. Furthermore, there are 3
candidates said that they are only satisfied with implement promotional tools at workplace. There
are 2 employees stated that they neutral with considered promotional tools at Hilton Hotel.
TIMELINE
In respect to considered effective results, in the research following activities has been
carried to perform several tasks and attain desired results. With the help of the different activities
design, it has been said that effectiveness increasing in successful manner. Firstly, researcher
need to define research proposal in first week. After this, background and rational study
considered find useful results. After this, literature review and aims, objectives determines
towards the study. Devising questionnaire and frame data also considered through develop
systematic work performance at workplace. In this way, lastly findings and results considered to
make effective program.
Activities Week 1 Week
2
Week
3
Week
4
Week
5
Week
6
Week 7 Week
8
Week
9
Week
10
Week
11
Defining
research
17
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly Dissatisfied
0 2 4 6 8 10 12 14 16 18 20
19
3
2
1
0
Responses

proposal
Defining
background
or rationale
for study
Literature
review
Deciding
aims and
objectives
Finalizing
aims and
objectives
Devising
the
questionnai
re
Gathering
data
Examining
the data
Finding
Recommen
dation and
further
areas to be
consider
Final
18

Submission
19

REFERENCES
Books and Journals
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Bonsón, E., Bednárová, M. and Wei, S., 2016. Corporate Twitter use and stakeholder
engagement: An empirical analysis of the Spanish hotel industry. European Journal of
Tourism Research, 13, p.69.
Buhalis, D. and Mamalakis, E., 2015. Social media return on investment and performance
evaluation in the hotel industry context. In Information and Communication
Technologies in Tourism 2015 (pp. 241-253). Springer, Cham.
FitzPatrick, M., Davey, J. and Davey, H., 2013. Value-creating assets in tourism management:
Applying marketing's service-dominant logic in the hotel industry. Tourism
Management, 36, pp.86-98.
Frías-Jamilena, D.M., Del Barrio-García, S. and López-Moreno, L., 2013. Determinants of
satisfaction with holidays and hospitality in rural tourism in Spain: The moderating
effect of tourists’ previous experience. Cornell Hospitality Quarterly, 54(3), pp.294-
307.
Hua, N., Morosan, C. and DeFranco, A., 2015. The other side of technology adoption: examining
the relationships between e-commerce expenses and hotel performance. International
Journal of Hospitality Management, 45, pp.109-120.
Jakada, B.A. and Gambo, M.K., 2014. A conceptual analysis of market orientation philosophy in
the hospitality industry of Nigeria. Journal of marketing and management, 5(1), p.50.
Johnson, M., Singh, A.J. and Ma, Q., 2015. The impact of authorization of the Travel Promotion
Act on hotel firm stock returns. Cornell Hospitality Quarterly, 56(1), pp.29-40.
Kim, J., Kim, P.B. and Magnini, V.P., 2016. Application of construal-level theory to promotional
strategies in the hotel industry. Journal of Travel Research, 55(3), pp.340-352.
Kolb, P.S., Miller, D. and Kolb, M.R., 2016. How Basic Science Methodology Has Changed In
The Context Of The Bleomycin Model Of Pulmonary Fibrosis. In B62. THE BIOLOGY
OF SCARRING. WHERE ARE WE NOW (pp. A4175-A4175). American Thoracic
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