Impact of SMM on Consumer Decision Behaviour in Hospitality Sector: A Study on Marriott

This research proposal aims to investigate the effects of social media marketing on decision-making aspects of Marriott customers. The study will evaluate components that impact decision-making aspects of consumers in the hospitality sector and propose strategies that optimistically impact decision behaviour.

RESEARCH PROPOSAL

Table of Contents
TOPIC..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the study.............................................................................................................1
Research aim and objectives.......................................................................................................1
Research questions......................................................................................................................1
Rationale.....................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................2
Research type..............................................................................................................................2
Research approach......................................................................................................................2
Data collection............................................................................................................................2
Sampling.....................................................................................................................................3
TIMELINE.......................................................................................................................................3
REFERENCES................................................................................................................................5

TOPIC
To evaluate the impact of SMM over decision behaviour of consumers in context of
hospitality sector- A study on Marriott.
INTRODUCTION
Background of the study
As per current scenario, The hospitality sector in the UK is expansing in very rapid
manner which contributes major part among the economic and overall development of the
country (Theocharidis and et.al., 2020). With this, the rise in technological advancements also
has been done and for this companies adopts more of social media marketing platforms to
represent their offered services. For the current proposal, Marriott has been selected which offers
luxuries services. Furthermore, the study will also highlight varied tools and techniques which
appropriately able to evaluate the topic.
Research aim and objectives
Aim
The aim of this current study is to investigate the effects of social media marketing over
decision-making aspect of Marriott customers.
Objectives
 To create an understanding about the conception of social media marketing.
 To evaluate components that impact decision-making aspects of consumers in hospitality
sector.
 To analyse the determinant of SMM over Marriott customer decision-making.
 To propose strategies refer to SMM that optimistically impact decision behaviour.
Research questions
1. What is SMM?
2. Which components influence consumer decision in hospitality sector?
3. Up to what extent SMM influence Marriott decision-making?
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Rationale
The primary reason behind conducting this research is to identify customer decision-
making in Marriott that can be influenced by using SMM. It is a research issue because
nowadays companies are involved in social media marketing in order to attract customers. It is
an issue because customers do share their views in positive and negative both ways.
LITERATURE REVIEW
As per the views of Jiang and Gao, (2019), SMM implies for the utilization of platforms
which includes Twitter, Facebook, etc. It is used with an intention to create connexion with
people and enhance sales level. It acts as a global marketing tool which help to reach diversified
customers. Sigala, Rahimi and Thelwall, (2019) states that there are various factors which
influence the customer decision-making in hospitality sector are economic, functional, social,
psychological, cultural, etc.
On the other hand, Alrawadieh, Alrawadieh and Cetin, (2021) highlights that some
customers also take advantage of social media marketing in order to ruin the brand value and
image by posting negative comments over the platform which highly affects the brand value of
the company.
RESEARCH METHODOLOGY
Research type
It is of two types such as Qualitative and Quantitative. For assessing the effect of SMM
over customer decision-making, qualitative approach will be used.
Research approach
Within this study, the inductive approach will be utilized as it greatly assist in analysing
and making assessment of qualitative data appropriately (Ampountolas, Shaw and James, 2019).
Data collection
In order to evaluate study objectives, the data will be gathered from primary and
secondary both sources. For primary research, survey will be conducted among 20 customers of
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Marriott. Further, previous studies also will be considered to pertain SMM for development of
the knowledge.
Sampling
For survey, researcher is required to collect appropriate sample and thus, 20 customers
will be randomly selected with random sampling technique.
TIMELINE
Activi
ties
1 2 3 4 5 6 7 8 9 10 11
Select
ion of
topic
Devel
opmen
t of
aim
and
objecti
ves
Draft
brief
propos
al
Analy
sis
over
secon
dary
resear
3

ch
Assess
ment
on
metho
ds
Questi
onnair
e
draftin
g
Provid
ing
conclu
sion
recom
menda
tions
Arran
ging
file
Consu
lting
with
tutor
Modif
y
Final
submi
4

ssion
5

REFERENCES
Books and Journals
Alrawadieh, Z., Alrawadieh, Z. and Cetin, G., 2021. Digital transformation and revenue
management: Evidence from the hotel industry. Tourism Economics, 27(2), pp.328-
345.
Ampountolas, A., Shaw, G. and James, S., 2019. The role of social media as a distribution
channel for promoting pricing strategies. Journal of Hospitality and Tourism Insights.
Jiang, Y. and Gao, Y., 2019. Factors that influence potential green hotel customers’ decision-
making process–evidence from China. Journal of China Tourism Research, 15(4),
pp.455-477.
Sigala, M., Rahimi, R. and Thelwall, M., 2019. Big data and innovation in tourism, travel, and
hospitality. Berlin: Springer. Tao, S., & Kim, HS (2017). A study of comparison
between cruise tours in China and USA through big data analytics. Culinary Science &
Hospitality Research, 23(6), pp.1-11.
Theocharidis, A.I. and et.al., 2020. An approach towards investigating factors affecting intention
to book a hotel room through social media. Sustainability, 12(21), p.8973.
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