Role of Social Media Marketing in Hospitality Industry: A Study on Hilton

ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
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ASSESSMENT TITLE: Research Project Proposal
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STUDENT ID: (NCL)
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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.
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deadline. The e-submission system will not allow late submissions. By submitting this project and
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Research Topic/ Research Question:
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background
information). Include the following:
Social media marketing is considered as the major method which is acquired by the
organisation in order to reach out to their customers and communicate organisational offerings
to them (Tuten, 2020). Social media marketing is the digital form of marketing which is
regarded as the effective method and helps the organisation to reach out to their business
objectives. Social media marketing provides the methods to the organisation in which
organisation may reach to their existing customers and attract new one so that overall
customer base can be enhanced and at the same time market image can also be developed.
The organisation taken for the current research is Hilton which is one of the prominent hotel
chain situated in global manner. The organisation is using different social media marketing
methods so that to reach out to their customers and to establish communication with their
customers. The research report is going to examine regarding intensity of social media
marketing channels used by the organisation so that to develop their business and to
communicate with larger audience.
Aims & Objectives
Aim: (What do you want to achieve and why do you want to achieve aim?)
To examine the role of social media marketing in attracting and retaining customers within
hospitality industry. A study on Hilton
Objectives: (How do you want to achieve this aim(s)). State at least three but not more than
four objectives).
I. To determine the types of social media marketing channels used within hospitality industry
of UK
II. To determine the role of social media marketing for Hilton in reaching out to customers and
retaining them

III. To investigate the challenges faced by Hilton in the absence of social media marketing in
their marketing strategy
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.
i. What are the types of social media marketing channels used within hospitality industry of
UK?
ii. What is the role of social media marketing for Hilton in reaching out to customers and
retaining them?
iii. What are the challenges faced by Hilton in the absence of social media marketing in their
marketing strategy?
Research Hypotheses: These may be only required if you are conducting a quantitative
research study
H0 (Null hypothesis):
H1 (Alternative hypothesis):
Research Rationale: (Justification of the proposed study and potential benefits). The
following questions will help you).
The main rational behind managing the research is to develop understanding on the topic of
social media marketing and its role in developing business functions. This has been analysed
that in current time social media marketing is proven to be one of the prominent method used
by the organisation as people are active on the social media channels. This report will provide
insight in terms of social media and its role for the organisation in terms of attracting and
retaining customers (Kayumovich and Kamalovna, 2019). On the other hand, the research is
aimed at satisfying dual perspective within researcher such as personal and professional. For
personal perspective the current research will assist the investigator in developing different
skills sets such as analytical skills, communication skills, research skills and many others.
Whereas in terms of professional skills the current research will develop skills for the
researcher in which they can manage their future researches in perfect manner.
Scope of Research Study:
In the current research quantitative methods will be used in which statistical information will
be collected (Shawky and et. al., 2019). This has been examined that in qualitative research
scope of the research is vast as in-depth information can be gathered so that the scope for the
current research will be limited as only from a few respondents information will be collected.
2. LITERATURE REVIEW:
The literature should have an introduction, main body that is organised in relevant themes; and
a conclusion
Introduction
Literature review is considered as one of the major chapter within research as this is associated
with gathering of secondary information related with the research topic so that accurate