Contributions of Social Media Network in Improving Development of UK Hospitality Industry

This research proposal aims to identify the contributions of social media network in improving development of UK hospitality industry, with a focus on Hilton Hotels & Resorts. The proposal includes an introduction to the research area, research objectives, research questions, research rationale, scope of research study, literature review, methodology, conclusion, and work planning. The research will use a positivism research philosophy, deductive approach, survey research strategy, quantitative research method, and both primary and secondary data collection methods. The research will also comply with BERA code of ethics and Data Protection Act.

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
MODULE CODE:
INTAKE/SEMESTER:
ASSESSMENT TITLE: Research Project Proposal
MODULE LEADER/LECTURER
STUDENT ID: (London Met)
STUDENT ID: (NCL)
STUDENT NAME:
SUBMISSION DEADLINE: 019
I declare that all material in this project is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to the
College statement on Plagiarism and Academic Integrity on the College Student Handbook
provided at Induction.
Signed: Date:
Word Count:
Project Submission Guidance:
Students should provide a completed project cover sheet with all essential details. All projects should be
submitted in electronic format via college systems on or before the submission deadline. The e-
submission system will not allow late submissions. By submitting this project and cover sheet
electronically, in whatever form, you are deemed to have made the declaration set out above.
Research Topic/ Research Question:
1 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
To identify the contributions of social media network in improving development of UK hospitality
industry
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background information).
Include the following:
Social networking is the use of internet-based social media platforms to stay connected with friends,
family, or peers. Marketers use social networking for increasing brand recognition and encouraging
brand loyalty. Social media can help connect people and businesses and can help promote brand
awareness. Many business organizations around the globe are taking use of social media network in
order to increase that brand recognition and increased brand loyalty on simultaneous basis (Denktaş-
Şakar and Sürücü, 2020). Present recent is conducted on Hilton Hotel and restaurant which is among
the leading hotels around the globe and offers wide range of services and facilities to customers
research. Along with this the contribution of social media network in improving the company in UK
hospitality sector is also discussed in this research.
Aims & Objectives
Aim: (What do you want to achieve and why do you want to achieve aim?)
Research aim
To identify the contributions of social media network in improving development of UK
hospitality industry: A study on Hilton Hotels & Resorts
Research objectives
1. To develop basic understanding about the social media network and hospitality management
2. To determine the relationship between social media network and hospitality management in
context with UK
3. To identify the contributions of social media network in improving development of Hilton
Hotels & Resorts
Research Questions: (The breakdown of the research topic for some specific questions- it is easier to
convert the objectives into questions- only required for if you are conducting a qualitative research
study.
 What is the concept of social media network and hospitality management?
 What is the relationship between social media network and hospitality management in context
with UK?
 What are the contributions of social media network in improving development of Hilton Hotels
& Resorts?
2 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
Research Hypotheses: These may be only required if you are conducting a quantitative research study
 H0 (Null hypothesis): What is the relationship between social media network and hospitality
management in context with UK?
H1 (Alternative hypothesis):
 What is the concept of social media network and hospitality management?
 What are the contributions of social media network in improving development of Hilton Hotels
& Resorts?
Research Rationale: (Justification of the proposed study and potential benefits). The following
questions will help you).
The selection of present research topic is rational as it significantly contributes in determining
the relationship between social media network and hospitality management study. With the help of this
business organizations in this sector can identify the ways in which they can implement social media
networking to improve their growth. Present research is also rational as it is associated to the topic
which aid in enhancing skills and knowledge of researcher and conducting future research in
appropriate manner.
Scope of Research Study:
The present research is having greater scope as it is done on hospitality industry which is one of
the large scale industries around the globe. With the help of this research organizations in UK
hospitality industry can identify and understand the concept of social media network and can be further
utilise them to generate higher growth industry. Besides this, the current report is having a wider scope
as ot presenting a better discussion and analysis about the concept of social media network and
hospitality management and relationship between social media network and hospitality management in
context with UK. Beside this, the geographical scope of the current project would be based and situated
within the London Branch of Hilton hotel and resort to support better implication and collection of the
data.
2. LITERATURE REVIEW:
The literature should have an introduction, main body that is organised in relevant themes; and a
conclusion
Concept of social media network and hospitality management
As per the view point of Liang, Yan and Jianxiang, 2020 Social media network is mainly defined as
use of internet based social media platforms in order to stay connected with others. Many leading,
3 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
small scale and medium scale organisations in different industries with the help of social media
network is staying connected with customers which helps them to promote their brand. In context
with hospitality industry (Mehraliyev, Choi and Koseoglu, 2019). It has been underlined that this is
among the leading industries around the globe in which many organizations are performing their
business operations. Social media network in this industry is playing important role to correct with
customers around globe and encourage them from different locations around the world. Social media
network also allow hospitality industry to have easy and instant communication, resolve issues and
challenges faced by consumers, increase brand loyalty and conduct advertising and promotion in cost
effective manner.
Relationship between social media network and hospitality management in context with UK
According to the viewpoint of Nusair, Butt and Nikhashemi, 2019 social media network is playing
crucial and vital role in building relationship in staying connected. In context with United Kingdom
organizations in hospitality sector are managing the business roles and responsibility with the help of
social media network as it allows them to next day connected 24/7 with consumers and provide them
flexible services. Furthermore, it has been underlined that there is a positive relationship between
social media network in hospitality management in context with United Kingdom as it provides
advantages to organization in terms of increased communication brand marketing, quick services to
customers, provide instant solution for the issues that consumers face and more. It has been
underlined that hospitality industry of United Kingdom is among major industries which contributes
in GDP and Employment Opportunity. This industry with the help of taking use of social media
networks encouraging large number of customers in different locations around the globe which is
allowing better and effective form of hospitality management.
Contributions of social media network in improving development of Hilton Hotels & Resorts
As per the view point of Sharma, Singh and Aiyub, 2020 many business organizations in hospitality
sector in any other sectors are transforming their businesses roles and responsibilities with the help of
taking use of social media network. In this it has been online that social media network is providing
many benefits and advantages in terms of improving development of Hilton hotels and resort. It has
been underlined that with the help of social media network Hilton Hotel & Resorts is influencing
consumer purchase by analysing their decisions through reviews, company take use of attractive
marketing tactics and advertising and build relationship with customers while resolving their issues by
providing easy information. Hilton Hotel & Resorts stay connected with consumers and keep them up
to date on the current services and facilities. Social media network also provide Hilton Hotel &
Resorts opportunity to conduct cost effective marketing which allow them to invest their budget on
4 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
other services to enhance consumer satisfaction.
METHODOLOGY
Use Saunders’s research onion framework to develop an effective academic research methodology
Figure 1:Saunders’s research onion framework, 2021
Research Philosophy-
There are different types of research philosophy Positivism, interpretivism, Pragmatism and
Realism out of which to conduct present research investigator with the help of positivism research
philosophy will fulfill overall objectives. Main reason behind taking advantage of this method is that
it helps in supporting research in more practical in scientific way.
Research approach-
There are only two forms of research approach which are inductive and deductive that help
researcher to conduct research inappropriate manner. To fulfill objectives of present research
investigator will undertake use of deductive approach. The primary reason behind taking use of this
matter is that it helps in coordinating with positivism research philosophy and also allow investigator
to conduct better testing and canning of numeric facts and figures which helps in providing better
search outcomes.
Research strategy-
This is mainly defined as entire design in framework of investigation which is basically
depend on a certain selection of research strategy method. These are experiment, action research,
observation, survey and more (Tajvidi and Karami, 2021). In order to conduct present research
investigator will undertake use of survey. The main reason behind taking use of this method is that it
helps investigators to collect data and information form selected sample size from a larger basis of
population which helps in enhancing viability of valid confusion of research.
Choices of method-
5 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
Quantitative and qualitative are two choices of method which allow investigator to conduct
research. In order to fulfill present research aim investigator will undertake use of quantitative
research. This helps in collecting information in data in statistics and numerical way. Furthermore
with the help in quantitative nature of research method investigator will further represent them in
attractive and systematic way with the help of charts and tables.
Data collection and analysis-
Primary and secondary order form of data collection method which allow investigator to
acquire data and information from various sources. In order to conduct present research investigator
will undertake use of both primary and secondary source of data collection method. In terms with
primary research method investigator will acquire authentic and first-hand information directly from
respondents with the help of questions. While on the other hand in contacts with secondary method
investigator with the help of analysing past findings. In order to analyse primary data findings
investigate will and take use of pie chart and frequency table. While on the other hand in contacts with
secondary data collection method analysis will be done with the help of literature review.
Sampling-
This is basically a statistical process which allow investigator to accumulate data and
information from selected sample size. In order to conduct present research investigator will take use
of random sampling method with the help of selecting 30 participants will be selected as Hilton
Hotels & Resorts employees. The primary reason behind taking advantage of the employees as
respondents is that they are having appropriate knowledge of the selected topic which helps in
enhancing effectiveness of data and information.
Ethics:
In To accomplish research ethics plays important however there are various ethical issues that
can affect research study. In this to maintain privacy and authenticity of collected information in
eliminate ethical issues investigator will undertake use of BERA code of ethics and comply with the
provision of Data Protection Act. Along with this researcher will provide an opportunity to own the
respondents to withdraw at any time of the research in order to respect their decision.
CONCLUSION
As per the above analysis it has been concluded that, many business organisations with the help
of undertaking use of this network is conducting their business operation while staying connected
with customers in a well defined and effective manner. With the help of taking advantage of social
media network organizations like Hilton hotel & Resort can serve customers in effective manner
6 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
inconvenience profitability and productivity greater scale.
WORK PLANNING
(Gantt Chart, PERT Chart). Presentation of the actual Chart
REFRENCES AND BIBLIOGRAPHY
Denktaş-Şakar, G. and Sürücü, E., 2020. Stakeholder engagement via social media: an analysis of
third-party logistics companies. The Service Industries Journal, 40(11-12), pp.866-889.
Ibrahim, B., Aljarah, A. and Ababneh, B., 2020. Do social media marketing activities enhance
consumer perception of brands? A meta-analytic examination. Journal of Promotion
Management, 26(4), pp.544-568.
Liang, M., Xin, Z., Yan, D.X. and Jianxiang, F., 2020. How to improve employee satisfaction and
efficiency through different enterprise social media use. Journal of Enterprise Information
Management.
Mehraliyev, F., Choi, Y. and Koseoglu, M.A., 2019. Social structure of social media research in
tourism and hospitality. Tourism Recreation Research, 44(4), pp.451-465.
Nusair, K., Butt, I. and Nikhashemi, S.R., 2019. A bibliometric analysis of social media in hospitality
and tourism research. International Journal of Contemporary Hospitality Management.
Sharma, S., Singh, G. and Aiyub, A.S., 2020. Use of social networking sites by SMEs to engage with
7 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
their customers: a developing country perspective. Journal of Internet Commerce, 19(1),
pp.62-81.
Tajvidi, R. and Karami, A., 2021. The effect of social media on firm performance. Computers in
Human Behavior, 115, p.105174.
8 | P a g e 4
Research Proposal (HM Top-Up)- Autumn 2021