Marketing Strategies for Hilton Hotel: An Exploration of Digital Marketing

This assignment contains a collection of academic articles, online resources, and appendices related to digital marketing. The sources cover various topics such as anthropomorphism in branding, consumer protection, the First Amendment, building attractive digital environments, marketing in computer-mediated environments, supercritical CO2 extraction optimization, and more. These materials can be used for research purposes or to develop a comprehensive understanding of digital marketing concepts.

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TO ASSESS THE SIGNIFICANCE OF
DIGITAL MARKETING ON BOOSTING
THE SALES OF HOSPITALITY COMPANY:
CASE OF HILTON
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ACKNOWLEDGEMENT
I am so grateful to all those persons who have given me support, guidance as well as much
needed motivation so as to complete the current research study. Firstly, I owe my thanks to mentor
who gave me chance to undertake this dissertation. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible accords. This led to successful
completion of dissertation and achievement of relevant results.
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ABSTRACT
In the current business scenario hospitality organizations are using different tools and techniques of
digital marketing for advertisement of products and services. These tools are effective for
international marketing as well as for attracting number of customers. Aim of the current study is to
assess the significance of digital marketing on boosting the sales of Hilton hotel which is one of the
leading hotel group of UK. For attaining this aim research has been focused on importance digital
marketing in marketing operations of hospitality firm. Along with this, determining reasons that
influence requirement of digital marketing in hospitality business was also one of the major
requirement for attaining aim of the research. Further focus has also been given on relationship
digital marketing operations and growth in sales of the company. Afterwards research has provided
appropriate suggestions to improve marketing of Hilton hotel. Researcher has used a very
systematic process for conducting whole investigation. Study has focused on primary as well as
secondary data collection methods for collecting facts and information about digital marketing and
sales of the organization. For analysing these information researcher has used quantitative and
statistical analysis methods such as frequency distribution, cross tabulation and chi square testing.
Findings of the research has concluded that digital marketing is important for advertisement and
marketing and promotion of products and services of Hilton hotel. Along with this, digital
marketing is significant for increasing customer’s awareness and sales of the company. Study has
also concluded that technology advancement, high use of internet by customers, competitor’s
strategy and requirement of global marketing and advertisement. Overall, findings have reflected
that digital marketing and sales have strong relationship with each other. So, different tools of
digital marketing are very significant for boosting sales of Hilton.
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TABLE OF CONTENT
chapter 1: Introduction.........................................................................................................................1
1.1 Title............................................................................................................................................1
1.2 Introduction................................................................................................................................1
1.3 Project Rational..........................................................................................................................1
1.4 Aim and Objectives....................................................................................................................2
1.5 Research Question.....................................................................................................................2
1.6 Focus and Purpose.....................................................................................................................2
1.7 Review of Literature and theory explored.................................................................................3
1.8 Review of methodology employed............................................................................................3
1.9 Dissertation structure.................................................................................................................4
1.10 Significance of the research.....................................................................................................5
CHAPTER 2: Literature review...........................................................................................................6
2.1 Introduction................................................................................................................................6
2.2 Digital Marketing.......................................................................................................................6
2.3 Importance digital marketing in marketing operations of hospitality firm................................6
2.4 Types of digital promotion tools................................................................................................8
2.5 Relationship between digital marketing operations and growth of sales in hospitality business
.......................................................................................................................................................10
2.6 Impacts of digital marketing in an organization......................................................................12
2.7 Research Gap...........................................................................................................................16
2.8 Hilton Manchester Deansgate:.................................................................................................16
CHAPTER 3: Research Methodology................................................................................................17
3.1 Introduction..............................................................................................................................17
3.2 Research Philosophy (Positivism)...........................................................................................17
3.4 Research Approach..................................................................................................................17
3.5 Research Design:.....................................................................................................................18
3.6 Research Technique.................................................................................................................19
3.7 Data Collection........................................................................................................................19
3.8 Data collection instruments.....................................................................................................20
3.9 Sampling..................................................................................................................................21
3.10 Data Analysis.........................................................................................................................21
3.11 Ethical Consideration.............................................................................................................22
3.12 Limitations.............................................................................................................................22
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chapter 4: Data analysis......................................................................................................................24
4.1 Introduction..............................................................................................................................24
4.2 Statistical analysis....................................................................................................................24
4.2.1 Frequency distribution...............................................................................................................24
4.2.2 Cross tabulation.........................................................................................................................30
4.2.3 Chi square testing......................................................................................................................34
4.3 Summery..................................................................................................................................36
chpater 3: Result and discussion.........................................................................................................38
Chapter 5: Conclusion and recommendations....................................................................................41
5.1 Conclusion...............................................................................................................................41
5.2 Recommendations....................................................................................................................44
5.3 Reflective statement.................................................................................................................45
References..........................................................................................................................................47
Appendix 1.........................................................................................................................................52
Questionnaire for management team of Hilton hotel.....................................................................52
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TABLE OF FIGURES
Figure 1: use of internet........................................................................................................................7
Figure 2: Use of digital marketing by various industries.....................................................................8
Figure 3: Advertising in social media.................................................................................................10
Figure 4: Budget allocation of digital marketing...............................................................................13
Figure 5: Skill Gap faced by marketers..............................................................................................15
Figure 6: Inductive approach..............................................................................................................17
Figure 7: Deductive approach............................................................................................................17
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CHAPTER 1: INTRODUCTION
1.1 Title
“To Assess the Significance of Digital Marketing on Boosting the Sales of Hospitality
Company: Case of Hilton”.
1.2 Introduction
Digital marketing is one of the important promotional tool for an organization which help in
promoting products and services via electronic media. Major channels of digital marketing include
social media networks, emails, search engine, website, online PR, Blogs, Mobile applications and
video advertising, etc. It is generally applied for increasing communication and brand awareness. At
the current business scenario digital marketing is current trend of marketing (Dhote, Jog, Gavade
and Shrivastava, 2015). Each and every organizations wants to invest specific amount of funds in
digital marketing. But, analysis of the return of digital marketing investment is little complex.
Sometimes online existence of an organization becomes costly so, companies need to pay attention
towards the digital marketing and its impact on financial performance.
The current study focuses on role of digital marketing on sales and performance of the firm.
Author wants to determine that whether digital marketing increase or decrease the financial
performance of the company (Gay, Mills and Airasian, 2011). Study focuses on hospitality industry
because it is one of the major industry which is using digital marketing for promotion of products
and services. Regarding this, researcher has chosen Hilton hotel which has invested huge amount of
money in different tools and techniques of digital marketing. So, determining the impact of digital
marketing on sales of the Hilton hotel is one of the major aim for researcher. For attaining this aim
author will focus on advantages and disadvantages of digital marketing for a hospitality firm.
Further it will also shed light on relationship between digital marketing and sales of the
organization. Author will follow a systematic process of research which will include literature
review, research methodology and data analysis (Khan and Siddiqui, 2013). It will help in
understanding, analysing and resolving research problem. Including this, using this process author
can easily attain aim and objectives in effective manner.
1.3 Project Rational
Demand of digital marketing is raising day by day which is affecting cost of the every
organization. Increment in marketing cost has negative impact on total financial performance of a
company. So, declining sales and increment in marketing cost are major issues of the current study.
It is an issue because it has indirect and negative impacts on overall performance of an organization
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as well as also affect competitive advantage of the firm. Along with this, most of the companies in
hospitality industry are using digital marketing tools without assessing its relations with sales and
performance of the firm (Kriz, Gummesson and Quazi, 2013). So, author wants to clear this issue
and determine the actual solution for the same. It is an issue now because Hilton hotel is also
investing huge amour of money for implementing different tools of digital marketing in
organization. After using these tools sales of the company has raised but cost of the company has
also increased which has negative impact on total performance of the firm. So, it is one of the
major issue for Hilton hotel. So, author has selected the current research subject for determining
appropriate relationship between digital marketing tools and sales of the firm. For resolving this
issue research study will shed light on different tools and techniques for digital marketing. Focus
will also be given on reasons that influence requirement of digital marketing in hospitality business
(Leeflang, Verhoef, Dahlström and Freundt, 2014).
1.4 Aim and Objectives
Aim:
“To assess the significance of digital marketing on boosting the sales of Hospitality
Company: case of Hilton”.
Objectives:
 To assess the importance digital marketing in marketing operations of hospitality firm
 To determine the reasons that influence requirement of digital marketing in hospitality
business.
 To assess relationship digital marketing operations and growth in sales of Hilton Hotels
 To suggest important digital promotional tools to influence business performance of Hilton
Hotels.
1.5 Research Question
1. What is the major importance digital marketing in marketing operations of hospitality firm?
2. Why digital marketing is required for digital marketing in hospitality business?
3. How digital marketing operations and sales of Hilton Hotels are related with each other?
4. How digital marketing strategies of Hilton hotel can be improved?
1.6 Focus and Purpose
Determining importance of digital marketing for financial performance of Hilton hotel is
major aim of the current study. For attaining this aim study will focus on different tools of digital
marketing and their advantages for Hilton hotel. Along with this, Researcher will also focus on
different historical research on similar subjects which will help in understanding research problem.
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Further, focus will also be given on association of digital marketing and sales of a hospitality firm.
Major purpose of this investigation is determining role and importance of digital marketing
for financial growth of Hilton hotel (Kenny, Pierce and Pye, 2012). As per the background study of
Hilton hotel author has determined that Hilton hotel is investing huge amount of money in digital
marketing and online existence of organization in hospitality industry. So, author has conducted the
current study because he/she wants to determine whether digital marketing is wrathful for Hilton
hotel or not.
1.7 Review of Literature and theory explored
For the current investigation researcher will review literature which will provide appropriate
insights to understand research problem. Including this, for getting appropriate answer of research
question author will shed light on past research studies on digital marketing and different tools
which are used by organization for marketing, advertising and promotion of product and services.
Further, literature of the study will also comprise positive and negative impacts on digital marketing
on different organizations of various industry. By which author can easily determine the
significance of this type of marketing for Hospitality industry (Garner and Scott, 2013). Literature
review plays important role in formulating aim and objectives for the current investigation. Along
with this, it is also effective for understanding research problem and getting solution for resolve this
issue in effective manner. Insights of literature will play important role in developing hypothesis by
which researcher can attain aim and objectives in appropriate way.
1.8 Review of methodology employed
Research methodology can be defined as a systematic and theoretical analysis of methods to
conduct investigation on specific subject. For the current investigation researcher will use the
research onion strategy which will help in selecting appropriate methods for investigation. As per
the subject author will apply positivism research philosophy for conducting investigation because it
helps in focusing on objective of the research rather than subjectivity of the investigation. Along
with this, researcher will apply deductive research approach because whole investigation is based
on quantitative data and information. It will also help in hypothesis testing for getting appropriate
findings and results (McMillan and Schumacher, 2014). Further, study will focus on descriptive
research design because it helps in conducting survey methodology as well as also play significant
role in analysing facts and figures in qualitative as well as quantitative methods. For attaining
research aim author will use quantitative techniques because it include different mathematical
models, tests and methods which help in resolving issue in effective manner.
For determining relationship between digital marketing and sales of Hilton hotel, researcher
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will use both primary and secondary data collection methods for obtaining appropriate facts and
figures. Researcher will use survey methodology and questionnaire for collecting primary
information about the digital marketing strategies of Hilton hotel. In contrast, for secondary data
collection author will use different sources such as books, journals, literature and annual reports of
the company. After collecting appropriate facts and figures researcher will apply quantitative
methods such as statistical methods for examining facts and figures in effective manner. For
analysing facts and figures researcher will use frequency distribution, cross tabulation and chi
square testing. These tools will help in completing research and getting findings in appropriate way.
Overall, author will implement most appropriate tools, techniques and methods for conducting
whole investigation in effective manner (Li, Zhao and Chen, 2012).
1.9 Dissertation structure
Dissertation will use the following structure which will help in completing investigation in
appropriate way.
 Chapter 1 Introduction: This chapter describes a brief overview of the entire dissertation. It
comprises aim, objectives and project rational. These sections helps in determining the
major focus and purpose of the investigation. Further it also includes a brief outline of the
subject on which researcher is going to conduct the current investigation (Marcos, 2013).
 Chapter 2 Literature review: It is one of the important section for getting fact and figures
from the relevant historical studies. According to the research aim and objectives author will
include past research studies on digital marketing and their importance for different
organization (Hendrix, 2014).
 Chapter 3 Research Methodology: This chapter will comprise different tools and techniques
of research which will play important role in conducting investigation in appropriate
manner. It includes appropriate tools for collecting and analysing facts and figures. Further it
will also include information about the sampling techniques for selecting appropriate sample
(Dasgupta and Ghatge, 2015).
 Chapter 4 Data Analysis: In the research methodology chapter researcher will use
appropriate method for collecting data. After obtaining facts and figures researcher will
include appropriate techniques of data analysis (Edwards, 2015). Therefore, this chapter will
include appropriate process of data analysis for getting appropriate findings and results.
 Chapter 5 Conclusion and Recommendation: After analysing collected information
researcher will make appropriate conclusion and recommendations for the current
investigation. Afterwards it will comprise appropriate suggestions for implementing digital
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marketing and increasing sales of Hilton hotel (De Leeuw, 2005). Along with this, it will
also include all information about improvement in learning and capabilities of researcher
during the whole investigation.
1.10 Significance of the research
Assessing digital marketing and its relationship with of Hilton hotel is the major aim of the
current investigation. Accomplishment of the current investigation is very significant because it will
provide appropriate relationship between digital marketing and sales of the Hilton hotel. It will be
significant for other hospitality industry by which they can develop their marketing strategies.
Including this, findings of the current investigation will also be beneficial for PhD research scholars
and other investigators for conducting future investigation on similar subjects (Florès, 2014). Along
with this, current dissertation will also provide appropriate findings about the advantages and
disadvantages of the digital marketing in terms of financial performance. So, it will be beneficial for
other organizations also. Using this study, Hilton hotel can improve its digital marketing strategies,
so, accomplishment of the investigation will be very significant for different aspect.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Hospitality industry consists of wide category of the fields within the services such as
lodging, theme parks transportation, event planning, etc. This industry includes restaurants, bars
travel and tourism such as tour operators, leisure centres, travel agents; and accommodation i.e.
hotels, resorts, motels, etc. Travel and tourism industries are part of hospitality which is for
providing quality services to the customers at the time of their travelling and visiting to various
places. The main aim of these industries are to fulfil the expectations, demands, and needs, wants
and desires of the customers by providing them high quality services (Creswell, 2013).
The present literature review is based on the hospitality industry which consists of
information about digital marketing, types of tools used in digital marketing, its importance and role
of it in various organizations such as promotions, sales, operations, growth, etc. In the end, there is
research gap for explaining the reason behind this investigation (Durkin, 2013).
2.2 Digital Marketing
Simula, Töllmen and Karjaluoto, 2015 have said that “Digital marketing is a broad term
which consists of targeted, evaluated and interacted marketing of products or brands via various
digital tools and techniques for increasing sales and market position” (Simula, Töllmen and
Karjaluoto, 2015). Similarly, Reed, 2013 has stated that “Digital marketing is basically use of
digital channels for advertising and promoting the products and services” (Reed, 2013). On the
other hand Taken, 2012 has asserted that “Digital marketing consists of six main elements which are
digital presence management, content marketing, targeted discovery, social local mobile,
performance management and online engagement” (Taken, 2012). In favour to this Leeflang and
et.al., 2014 have concluded that “It is important to focus on all these 6 key elements for getting
better results for digital marketing” (Leeflang and et.al., 2014).
2.3 Importance digital marketing in marketing operations of hospitality firm
In today’s competitive environment hospitality firms are facing huge competition. For the
same, they require to adopt some of the best marketing options through which they can reach out to
the large intended audiences. Rogers, 2013 has said that “Increasing use of internet has totally
changed the concept of marketing” (Rogers, 2013). It is becoming highly important these days to
come up with some of the best digital marketing strategies due to the increasing use of social media.
In favour to this Stone and Woodcock, 2014 have asserted that “In the year of 2012, 2.4 billion
people used internet in the world and these numbers are continuously increasing” (Woodcock,
2014).
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Figure 1: use of internet
(Source: Narkiniemi, 2013)
As per the statements, the above figure shows the increasing use of internet in various
countries of the world. With the increase in use of internet, digital marketing is also becoming
important for interacting with more people.
There is a huge importance of digital marketing these days due to the increasing interest of
people towards social media sites as well as various other e-tools of marketing. In contrast to this
Montgomery and et.al, 2012 have demonstrated that “Digital marketing has given an opportunity to
hospitality industries to reach their patients with appropriate information in suitable budget”
(Montgomery and et.al, 2012). In favour to hospitality industries Khan and Siddiqui, 2013, have
found stated that “For promoting the services of hospitality industries, they can use newsletters,
social media, online banners, blogs and pay per click methods” (Khan and Siddiqui, 2013).
Similarly Chanavat and Desbordes, 2014, have found that “The aim of using various techniques in
the form of digital marketing is to increase awareness and interaction among people regarding the
brand, products or services” (Chanavat and Desbordes, 2014).
In contrast to the above statements Dasgupta and Ghatge, 2015, have found that “Each time
digital marketing needs innovations, creativeness, fresh ideas for attracting and influencing people
which is a typical task” (Dasgupta and Ghatge, 2015). In favour to this statement Durkin, 2013 has
stated that “Creative campaigns sometime irritate the public which results to build negative image
of the organisation” (Durkin, 2013).
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Figure 2: Use of digital marketing by various industries
(Source: Allen, 2016)
The above figure represents that, hospitality industries uses digital marketing very less for
promoting their services. As per the present scenario they need to increase use of social media
marketing for achieving growth and success in market.
Vladeck, 2013, identified that “In the present era marketing success of the organisation is
depends upon their website, social media accounts, digital advertisements and social marketing”
(Vladeck, 2013). As per these statements, hospitality industries can improve their image and market
position by using digital marketing which also results them to increase interaction with their
customers.
2.4 Types of digital promotion tools
Flores, 2014 has stated that “Digital promotions are called as promotion or advertisement of
the brand products and services via different electronic media” (Flores, 2014). In favour to this
Brennan and Croft, 2012, have found that “Digital promotion helps organisations in increasing their
market value and position by increasing brand awareness among the people” (Brennan and Croft,
2012). On the other hand Barry and et.al., 2015, have gave more emphasis to the tools used for
promotions and said that “Companies can use custom banners, roll ups, signs, brochures,
letterheads, videos and photoived value for promoting their products ” (Barry and et.al., 2015).
Similarly Adam, Featherstone and Day, 2014, have demonstrated that “By using various meads for
promotion firms can reach to multiple target markets” (Adam, Featherstone and Day, 2014).
On the other hand Marcos, 2013, has argued that “Now a days it becomes easy for
companies to use online promotions by using social networking sites” (Marcos, 2013). In favour to
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this statement Park, Park and Lee, 2012 have identified that “Online promotion results enterprises to
reach millions of people in very short span of time” (Park, Park and Lee, 2012). Similarly Patil,
Patil and Bankar, 2015, have concluded that “Companies can easily capture, store and integrates the
information of their clients which results to prevent the wastage of time and money” (Patil, Patil
and Bankar, 2015). In contrast to this Kenny, Pierce and Pye, 2012, have said that “With many
advantages there are disadvantages also which makes digital promotions to use with proper safety
and security” (Kenny, Pierce and Pye, 2012). With respect to this statement JÄRVINEN and et.al.,
2012, have states that “Hackers tries to steal the information of the companies which can results in
great loss to them” (JÄRVINEN and et.al., 2012).
Kenny, Pierce and Pye, 2012, have asserted that “There are various research tools such as
Google's Keyword planner, SEO quake, social crawlytics, etc for identifying the keywords and to
optimize content as per the audience ” (Kenny, Pierce and Pye, 2012). On the other hand Marcos,
2013, has concluded that “Softwares like Cision, Vocus, Gorkana and Meltwater give facilities to
manage media databases, mass emails, contacts and many more ” (Marcos, 2013). As per theses
statements, hospitality industries can also increase the use of tools and techniques for promoting
their quality services online (Boeckmann, 2014).
In oppose to above statements Park, Park and Lee, 2012, have found that “Social media is
one of the best tool for promotions and advertisements” (Park, Park and Lee, 2012). Similarly
Dhote and et.al., 2015, have demonstrated that “Social media is a type of social networking which
has changed the consumer's decision making skills and their choices” (Dhote and et.al., 2015). In
context of social networking Berry, 2012, has said that “Use of online social networking has
enhanced the ability and skills of marketers to reach their users via new touch points” (Berry, 2012).
As per these statements, hospitality industries can use shopper marketing technique for influencing
their service users to use various services, facilities, accommodations, etc provided by them.
Pitta, 2012, has stated that “Companies can target Virtual Brand Communities (VBC) on
social media for promoting their brand products” (Pitta, 2012). Similarly Ahuja, 2015, has
explained that “VBC is a group of people who share or exchange the information related to their
interest in particular brand” (Ahuja, 2015). He further explain that positive participation of users in
VBC results in increasing the loyalty and trust to the brand.
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Figure 3: Advertising in social media
(Souce: Narkiniemi, 2013)
The above figure represents the percentage of consumers who takes action after watching
the advertisements of brands and products on social media. Along with this, it also shows the
percentage of users who purchase them. Through this, it can be clear that hospitality industries can
increase their sales and number of clients by advertising their services online (The importance of
digital marketing. 2011).
In addition to above statements Spiller and Tuten, 2015, have stated that “Firms can use
blogs, Facebook, google+, Instagram, twitter, Pinterest, LinkedIn, YouTube, Wikis as promoting
tools” (Spiller and Tuten, 2015). Similarly Stone, 2012, has concluded that “Hospitality industries
can attract people by posting videos, pictures and other relevant information about their services on
Instagram, Facebook, Twitter and many other social media sites” (Stone, 2012). In oppose to these
statements Weber and Prodromou, 2015, have asserted that “Enterprises can use display advertising,
emails, mobile applications, search engine optimisation (SEO) for promoting their brand and its
services” (Weber and Prodromou, 2015). Similarly Edwards, J., 2015, has identified that “Email is
the fastest method of sharing information related to the sales, new products, etc with the clients”
(Edwards, J., 2015). Along with it, he further said that interested customers like to receive
newsletters or emails from their favourite brand.
2.5 Relationship between digital marketing operations and growth of sales in hospitality business
According to Spiller and Tuten (2015) there is a positive relationship between both the digital
marketing operations and growth of company. However, most of the hospitality firms nowadays are
linked up with the different tools of promotion associated with digital media marketing. With the
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help of these tools, they are able to reach out to the more number of customers and promote their
services effectively.
Brennan and Croft, 2012, have asserted that “Online promotion results to influence people
from various countries along with the one for which promotion is deliberated” (Brennan and Croft,
2012). In continue to this statement, he further said that dealing with the problems and loopholes of
online marketing is a challenging and costly task which sometimes results to utilisation of extra
resources.
Brennan and Croft, 2012, have demonstrated that “For achieving success in digital
promotion hospitality industries requires to follow 5 key elements which includes trustworthiness,
availability, security, clarity in communication and safety of user data” (Brennan and Croft, 2012,).
In contrast to this Adam, Featherstone and Day, 2014, have concluded that “Organisations can use
three types of promotion tools for advertising their products or services” (Adam, Featherstone and
Day, 2014). In favour to this statement Patil, Patil and Bankar, 2015, have said that “Marketers
must have detailed information about the customers if they want to target them” (Patil, Patil and
Bankar, 2015). In addition to this, he further explained that company can use Hitwise, Quantcast
and Compete tools for understanding the customer behaviour.
In contrast to above Paquette, H., 2013, has found that “Hospitality sector needs to develop
their applications for providing simple access to their clients” (Paquette, H., 2013). In a research
Yadav, M.S. and Pavlou, 2014, have stated that “The uses of social applications have been increased
by 76% as compare to 2011” (Yadav, M.S. and Pavlou, 2014). With respect to this Hendrix, 2014,
has identified that “819 million people uses Facebook for sharing information monthly” (Hendrix,
2014). All these facts and figures represents that by developing applications hospitality sector can
increase its market position.
There are various theories associated with digital media marketing as well as its increasing
market share. Majority of consumer’s these days are using latest technologies in order to access any
service of company. Moreover, increasing affordability of these technologies allows small business
owner to promote their companies through the various means of innovation. Within the light of new
digital marketing there are various fundamental theories associated with the same such as:
Segments of one: According to market segmentation theory, to better serve the consumers
whole market is divided along with some similarities. With the help of digital media marketing and
technological allowances companies can move from mass markets to segments of one. It is the most
effective way through which consumers can receive customized services.
Customer led-positioning: Digital media marketing has given a chance to company to better
position its products. For the same, manager should consider not only the specific products feature
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but also present it in the form of consumers’ needs and demands.
Relationship marketing: According to Ahuja (2015) in order to build a customer loyalty most
of the companies seeking for better relationship marketing. In relationship marketing efforts, the
interactive and personalized communication in digital marketing helps and improves the loyalty
among consumers.
2.6 Impacts of digital marketing in an organization
Digital marketing impacts on the organisation in both positive and negative manner which
are explained below.
Positive Impacts
Advertisement and marketing:
Venkatesh and Sinha, 2014, have stated that “Effective advertisements and marketing give
rise to the customer awareness and knowledge” (Venkatesh and Sinha, 2014). Similarly Kent and
et.al., 2015, have concluded that “Advertisements should represents the proper information about
the product or services, its uses, and other factors” (Kent and et.al., 2015). In context to this Simula,
Töllmen and Karjaluoto, 2015, have said that “Digital marketing provide firms an opportunity to
present their products in innovative and creative manner for influencing more and more customers”
(Simula, Töllmen and Karjaluoto, 2015).
On the other hand Taken Smith, 2012, has demonstrated that “There should not be
misrepresentation of products as it can build negative image of the organisation” (Taken Smith,
2012). In favour to this Reed, 2013, has asserted that “Digital marketing has improved the ways of
marketing the products among the people but it increases the unrealistic expectations of customers
which is not good for the brand image of firm” (Reed, 2013). With respect to these statements,
hospitality can use digital marketing for increasing interaction with service users but it should be in
proper and loyal way.
Promotion:
Rogers, 2013, has found that “By using social media tools such as Facebook, emails,twitter,
etc companies can promote their products among the people” (Rogers, 2013). Similarly Durkin,
2013, has stated that “Attractive and creative promotions on social networking sites can attract
customers to purchase those products” (Durkin, 2013).
In favour to this Vladeck, 2013, has asserted that “Effective promotion through the means of
electronic media results to enhance the sales and market position of the firm” (Vladeck, 2013). On
the other hand Florès, 2014, has identified that “Promotion through digital marketing results in
decreasing the marketing cost of the product” (Florès, 2014).
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Reduction in cost:
Marcos, 2013, has said that “Digital marketing is a simple process which is also easy to
handle”( Marcos, 2013).Similarly Berry, 2012, has concluded that “Effective digital marketing
results to decrease the marketing and promoting cost of products and their services which provide
firm an opportunity to reinvest the remaining cost in new techniques” (Berry, 2012). In favour to
this Pitta, 2012, has stated that “Digital marketing provide firms an opportunity to look after the
other factors regarding the growth and success of the it” (Pitta, 2012).
Ahuja, 2015, has concluded that “Reduction in cost results to proper allocation and
utilization of resources with effective time management” (Ahuja, 2015). In context to this Stone,
2012, has said that “By reinvesting the money, company can improve its performance and working
environment for achieving its objectives” (Stone, 2012).
Easy to access for customers:
In a research Edwards, 2015, has identified that “The users of social networking sites are
increasing day by day” (Edwards, 2015). Similarly Hendrix, 2014, has said that “Social media has
changed the communication pattern of people along with the consumption of other media”
(Hendrix, 2014). In favour to this Kent and et.al, 2015, have explained that “Hospitality sector can
increase their brand image by posting their photos and videos online” (Kent and et.al, 2015). Park,
Park and Lee, 2012, have found that “Due to the friendly and easy access people get all the
information regarding the products very fast” (Park, Park and Lee, 2012).
In a survey Barry and et.al., 2015, have demonstrated that “There are 150 million users of
Instagram and companies like Gucci,GAP, PUMA and Nike uses it for attracting and influencing
people towards their products” (Barry and et.al., 2015). In favour to this Leeflang and et.al, 2014,
have stated that “Due to the simple access people get all the information related to the products and
their brands easily” (Leeflang and et.al, 2014).
Brand value:
Stone and Woodcock, 2014, have stated that “Digital marketing enhance the brand value of
the products and services” (Stone and Woodcock, 2014). In favour to this Simula, Töllmen and
Karjaluoto, 2015, have asserted that “Many companies have been started the e-commerce business
for improving their brand image and value” (Simula, Töllmen and Karjaluoto, 2015). For explaining
e-commerce Stone and Woodcock, 2014, have said that “e-commerces is a process of online
transactions related to the selling and buying of goods” (Stone and Woodcock, 2014). In context to
this Montgomery and et.al, 2012, have concluded that “The effective services of online shopping
websites increases the number of clients, sales, brand conciousness, image along with the loyalty
and trust” (Montgomery and et.al, 2012).
13

In a research Brennan and Croft, 2012, have found that “Digital marketing has a strong
influence on the purchasing of products all the over the world” (Brennan and Croft, 2012). With
respect to this, it is clear that digital marketing provides a wide range of possibilities to the
companies for increasing its brand awareness.
Negative impact
Increase in initial cost:
Kenny, Pierce and Pye, 2012, have said that “Along with positive impact there are negative
impacts also of digital marketing” (Kenny, Pierce and Pye, 2012). In continue to this, he further
stated that companies need to spend more while moving towards digital marketing from the old
traditional marketing methods. In favour to this Adam, Featherstone and Day, 2014, have found that
“Installation of new technologies, devices, software and applications is a expensive process which
affects the working of enterprises along with the mentality of workers” (Adam, Featherstone and
Day, 2014).
Figure 4: Budget allocation of digital marketing
Source: (Lanz and Carmichael, 2015)
The above figure represents the budget requires for digital marketing. Companies needs to
use only those tools which are affordable for them and can promote their products effectively.
In a research Leeflang and et.al., 2014, have identified that “Before using digital marketing
companies need to conduct proper research for identifying the number of customers who are using
electronic media and then work according to the obtained results” (Leeflang and et.al., 2014). As
per this statement, by proper research firm can able to decide whether it will be beneficial for them
to use digital marketing or not.
14

In favour to this Rogers, 2013, has determined that “Firms can analyse their current
economic condition before using digital marketing as it needs a huge amount of money for
installation at initial stage” (Rogers, 2013). Thus, hospitality sector needs to apply digital marketing
techniques to their advertisements and promotions only when they are capable enough to invest on
it.
Competitive advantages:
Vladeck, 2013, has stated that “Through digital marketing, it is easy to identify the
marketing strategies of competitors” (Vladeck, 2013). Similarly Florès, 2014, has said that “Similar
tools and techniques provide companies a chance to copy its competitors for getting higher
position” (Florès, 2014). As per these statements, digital marketing has weaken the competitive
spirit of the organisations. They are coping each other for getting higher market position. On the
other hand Marcos, 2013, has demonstrated that “For better competition and getting good market
position enterprise should use innovative and creative skills for attracting more people towards their
products and services” (Marcos, 2013).
Employee Resistance:
Taken Smith, 2012, has identified that “Use of digital marketing at the initial stage brings a
kind of fear in employees mentality and due to this they starts resisting this change” (Taken Smith,
2012). In context to this Khan and Siddiqui, 2013, have asserted that “For making workers
comfortable regarding the digital marketing companies needs to invest on training and development
programmes ” (Khan and Siddiqui, 2013). In addition to it, he further explain that this whole
process results to wastage of time, money, cost and resources.
On the other hand Barry and et.al, 2015, have concluded that “Employees take time in
adjusting themselves with the new methods, techniques and devices which somewhere affects the
work and performance of the organisation” (Barry and et.al, 2015). With respect to these statements,
hospitality industries should properly plan and design the strategies before applying digital
marketing to their system. They must aware about the upcoming challenges, risks or problems so
that they can resolve them effectively.
15

Figure 5: Skill Gap faced by marketers
(Source: Where are marketers facing a skill gap, 2015)
The above graph shows that marketers are facing a high percent of skill gap i.e. 31.7% in the
field of digital marketing. Firms need to provide them suitable training for removing this skill gap.
2.7 Research Gap
From the above study it is clear that, Digital marketing plays important role in growth and
success of the organisation. The reason behind this research is to find out the importance of digital
marketing in hospitality industries. This subject is taken because no research is conducted regarding
the role of digital marketing for enhancing the sales of the hospitality sector.
2.8 Hilton Manchester Deansgate:
This hotel is located at the heart of the city of Manchester, UK. It is a four star Hilton hotel
which is located in the 47 storey of skyscraper and this skyscraper is called as Hilton tower. It has 1
to 22 floors with 279 numbers of rooms. This hotel hosts various awards, ceremonies and charity
events such as Seventh Annual Star Ball, Hi-life dining awards, 2014 Cheshire life food and drink
awards and many more. The hotel possesses swimming pool, ballrooms, conference rooms and
coffee shop. The bar of this hotel is counted among the world's best bars but only 250 people can
use it at one time. It provides quality of services to the customers in most effective manner which
results to full satisfaction.
16

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a systematic and theoretical analysis of the various methods,
processes and theories applied to the investigation. It has applied for finding the solutions of the
problem which lies in the research. It consists research philosophy, design, approach, techniques,
sampling and data analysis. Along with this, methodology section has included validity and
reliability of the data, ethical considerations and limitations (Boyland and Halford, 2013).
The main focus of this investigation is on the problems which are faced by the hospitality
industries while using digital-marketing for the promotions of their services and products. In the
present chapter, investigator has used selected and appropriate methods and tools of research as per
the requirement of the study.
3.2 Research Philosophy (Positivism)
Research philosophy can be defined as a process of data collection, analysis and evaluation
for resolving the problems in effective and appropriate manner. There are two types of research
philosophy which are positivism and interpretivism. Positivism is refer as the study of the scientific
evidences which includes their properties and relations. It is also called as approach based on the
objective concepts of the investigation whereas interpretivism is called as a study of social science
which includes subjective concepts of the study (Interpretivism, 2016).
For the current chapter, positivism philosophy has been used by the author for understanding
the concepts of the digital marketing with respect to the sales in the area of hospitality (Gay, Mills
and Airasian, 2011). On the other hand, researcher has not used interpritivism because study does
not require investigate on subjective concepts of it. In addition, the goal of this study is required
strong prediction and interpretivism is used for the weak predictions. In contrast to it, author has
applied positivism as it is best suitable for statistical analysis and getting appropriate results. Along
with it, this philosophy has also helped obtaining required information appropriately on the basis of
objectives (Positivism, 2016).
3.4 Research Approach
Research approach helps researcher in selecting the right and appropriate approach as per
the requirement of the investigation. It results to provide appropriate approach for finding the
solutions of the problems which lies in this investigation. Research approaches are of two types i.e.
inductive and deductive (Kriz, Gummesson and Quazi, 2013).
Inductive research approach refers to formation of new theory by collecting appropriate
17

data. In this, author goes from specific information to the general. The below figure shows the way
of using inductive approach in the investigation for getting appropriate results (Cochran, 2007).
Figure 6: Inductive approach
(Source: Blackstone, 2016)
Whereas deductive approach refers to the testing hypothesis. This approach goes from the
general information to the specific. In addition, deductive approach helps author to find appropriate
answers of the questions by studying the past existing theories related to the topic i.e. role of digital
marketing for boosting the sales of the hospitality industry. The following figure represents the way
of conducting deductive approach in the research (De Leeuw, 2005).
Figure 7: Deductive approach
(Source: Blackstone, 2016)
For the current study, researcher has used deductive approach as it best suits for the
quantitative technique. Using this approach author has moved from general information to the
specific for resolving the issues related to the role of digital-marketing in the hospitality industries.
Author has not used inductive approach because it focus on finding the new phenomena by looking
past researches from different perspective which is not required in this study. Along with it, this
approach requires detail study of the theories which is only possible in long time analysis whereas
this study has limited time period which shows that deductive is right one for it (Gabriel, 2013).
3.5 Research Design:
Research design is a framework which is formed by the researcher for the finding the
answers of the research questions. It consists of the formation of complete strategy by integrating
various components of the investigation for effective resolution of the problem. It is also refer as the
blueprint of the overall research which includes collection, measurement and analysis of required
data (Li, Zhao and Chen, 2012).
Research design are of two types exploratory and descriptive from which exploratory design
18

is used where either the problem of the study is clearly defined or there is any new topic for the
investigation. Whereas descriptive design is used for exploring and explaining the additional
information about the study. It consists of the finding the details, filling the missing parts and
expanding the information for better understanding (Gay, Mills and Airasian, 2011).
For the present investigation, researcher has used descriptive research design for finding the
solutions of the problem by going in detail, filling the missing important and relevant information
and enhancing the information about the role of digital-marketing in hospitality industries for better
understanding. In contrast to it, author cannot apply exploratory design as it is not suitable for the
quantitative approach and the subject of the research is not completely new. On the other hand, the
descriptive design has helped in finding appropriate solution of the problem with future scope by
creating fuller picture of the study (van’t Riet and et.al, 2011).
3.6 Research Technique
Research techniques are of two types: Quantitative and qualitative. Investigator can use any
of the type on the basis of the requirement of the study. Quantitative technique is a systematic
process which is based on numbers for obtaining the relevant information about the study.
Researcher obtains quantitative data by using statistical, mathematical and computational
techniques. On the other hand, qualitative technique refers to the collection of information with the
help of questionnaires, dairy accounts, unstructured observations, etc. It is based on the opinions,
perceptions, thoughts, etc of the people about the specific subject (Creswell, 2013).
Researcher has used quantitative technique for investigating the role of digital-marketing for
increasing the sales of the hospitality industry. The reason behind using quantitative research is to
use mathematical models, theories and hypothesis as per the requirement of the study. This method
provides author an opportunity to develop connections between experiential observation and
mathematical expressions with respect to the data of study. Author has applied statistics for
analysing the data for the digital-marketing in hotels, tourism and travel, etc sectors (De Leeuw,
2005).
In this study, investigator is focusing on the use of facts, figures and statistics and due to this
he is not using quantitative approach as it needs focus on the questions, themes, patterns, etc for
collecting the information related to the subject (Creswell, 2013).
3.7 Data Collection
Data collection refers to the collection and evaluation of the information in a systematic
manner which helps in finding appropriate answers of the questions related to the study. Data is
collected in the two forms by the investigator which are Primary and secondary. These two methods
19

of the data collection helps the author in finding the solution of the problem lies in the investigation
((Blackstone, 2016)). In this, primary data collection method is used for getting original and fresh
information with the help of face to face interviews, questionnaires or surveys. On the other hand,
secondary data collection method is used for collecting relevant information with the help of past
researches, journals, websites, magazines, etc (Garner and Scott, 2013).
In the current study of the role of digital-marketing in hospitality sector, author has used
both primary and secondary data collection methods for gathering the relevant information. Author
has collected real and fresh information about the digital-marketing in the hospitality industry by
filling questionnaires in the form of primary data collection. In contrast to it, author has used
journals, websites of the hospitality sector, past researches with respect to the digital-marketing and
hospitality industry, etc for gathering the secondary information. Along with this, literature review
has helped in determining the facts and figures with respect to the subject of this investigation.
Thus, both the data collection methods has helped investigator in getting quantitative information
for the role of digital-marketing in the hospitality sector (Creswell, 2012).
3.8 Data collection instruments Questionnaire: It is a research instrument which consists of list of questions with respect to
the research. These questions are both open-ended and close-ended which helps in getting
data from the people. In this investigation, questionnaire has filled by the employees and
management team for collecting data about the role of digital-marketing in enhancing the
sales of the hospitality industry. The reason behind using questionnaire for collecting
primary information is proper collection of quantitative data from a large number of people
in a very short span of time and in cost effective manner. The data obtained from the
questionnaire is easily and quickly evaluated by the researcher itself or by using any
software which helps in completing the investigation effectively in the limited period of
time (Boyland and Halford, 2013).
 Secondary sources: The research instruments used for the secondary information are
journals, magazines, previous researches, websites, etc. Author is using all these instruments
for collecting the relevant and important data. The reason behind using secondary
information for this study is to analysing the information appropriately with the help of past
investigations. This results to saving of time, saving of money, helps in generating new ideas
and improving the researches by fulfilling the loopholes of the past researches (Agresti and
Kateri, 2011).
20

3.9 Sampling
Sampling refers to the selection of particular units from the research population for getting
the appropriate information about the study. Author needs to select an appropriate sample size for
getting the appropriate results with respect to the study. There are various types of sampling
methods which includes random number sampling, cluster sampling, systematic random sampling,
stratified sampling and multi-stage sampling (Cochran, 2007).
In the present research, author has used random number sampling method for selecting right
employees from the management team of the Hilton. It is one of the most common and popular
sampling method which is used as probability sampling method. The numbers are arranged
randomly in this table and that's why it is called as random number sampling. The reason behind
using this sampling type is its accuracy as it gives equal chances to the every employee and
management team of Hilton for selecting in the sample and to present their perception according to
the subject of the investigation. Use of random number table helps in reducing errors and mistakes
that occur during the investigation which results to get proper and effective outcomes (Ye and Lai,
2012).
The sample size chosen by the researcher is 40 from the research population i.e.
management team of Hilton hotel. This sample size is appropriate for getting effective information
about the role of digital-marketing for boosting the sales in Hilton hotel. Questionnaires has been
filled by the 40 employees of the management team for getting the appropriate answers of the
questions relevant to the topic (Sunil and et.al, 2014).
3.10 Data Analysis
Data analysis refers to the use of statistical and logical techniques for describing and
illustrating the evaluated data. There are two types of the data analysis methods which are thematic
analysis and statistical analysis. Thematic analysis is used for the qualitative information and
statistical analysis is used for the quantitative information. As per the above methods and theories, it
is clear that has used primary and secondary data collection methods for gathering the quantitative
information as per the investigation i.e. role of digital-marketing in boosting the sales of the
hospitality industry (McMillan and Schumacher, 2014).
The focus of the researcher is on the quantitative information and due to this, he has used
statistical analysis for this study. Statistical analysis has helped the researcher in getting the solution
of the problem which lies in this research. For analysing the information investigator has applied
proper tests. Different statistical methods, tables and hypothesis tests have helped researcher in
resolving research issues and getting appropriate relationship between digital marketing and sales of
21

Hilton hotel. Regarding this, researcher has applied different tools and techniques such as frequency
distribution, cross tabulation, chi square testing, etc. Frequency distribution has helped in
summarizing and evaluating primary data in effective manner. Chi square testing has helped in
comparing observed and expected frequency which has helped in making appropriate conclusion.
Along with this, author has used SPSS software for statistical analysis of the quantitative
information. The statistical features such as descriptive and bivariate statistics has helped
investigator in getting appropriate outcomes by proper analysis of information (Li, Zhao and Chen,
2012).
3.11 Ethical Consideration
Researcher needs to follow various rules and regulations for maintaining the ethics and
morals with respect to the research. There are various ethical issues which occurred during the
investigation and it was very important to solve them by following appropriate rules and
regulations. Plagiarism and manipulation is one of the major ethical issue which can be occurred
during the researches and to prevent from it, author has applied appropriate citations and references
of the respective source. Along with it, privacy of the employees and management team is one of
the essential factor and for this, author has treated them as autonomous agents.
Researcher has kept all the information given by the employees safe and secure with respect to the
role of digital-marketing in boosting the sales of the hospitality industry (Colina-Coca and et.al,
2014).
While collecting information from the employees and management team of the Hilton hotel
investigator has reduced the chances of any risk that might occur from that research and its
collected data. In addition, author has assured about the appropriate examination and analysis of the
data which has helped in getting appropriate solutions of every research question (Gay, Mills and
Airasian, 2011).
At the time of filling questionnaires by the employees and management team, researcher
will use private room with proper measures for preventing the sharing of information during the
survey. With respect to the ethical considerations, author will take care of the sensitive and
confidential data at the time of sharing information related to the investigation (Garner and Scott,
2013).
3.12 Limitations
Limitations are those shortcomings, conditions and influences which are not controlled by
the author and create restrictions in his methodology. There are some limitations which has faced by
the author at the time of this investigation. Author has limited time to complete this research
22

effectively and to handle this limitation with the effective and appropriate research. Research has
applied SPSS software, secondary information, etc. It helped in completing the investigation in
short span of time (Kriz, Gummesson and Quazi, 2013).
Along with this, investigator did not have any practical knowledge and experience about the
statistical analysis method for the data analysis. And to solve this limitation, research has attended
different seminars and conferences for enhancing his knowledge in the field of digital-marketing.
Author has also attended training and development programmes for enhancing the skills about the
statistical analysis. These all methods, techniques and strategies have helped author in using best of
its limited time for conducting effective, efficient and appropriate research and results in finding the
right solutions of its problem (Creswell, 2013).
23

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Analysis of the data can be defined as a process of examining raw data for converting it into
a very useful and important information. It is a significant process for decision making and drawing
a meaningful conclusion for study. Researcher can use qualitative and qualitative methods for
analysing collected facts and figures. In which qualitative methods are appropriate for examining
subjective and theoretical information. These methods are generally use by research studies for
conducting thematic analysis which helps in getting findings from subjective information. On the
other hand, quantitative methods are generally applied for analysing numerical and quantitative
information of a study (Colina-Coca and et.al, 2014). As per the discussion of research
methodology author has used quantitative tools for analysing facts and figures related to digital
marketing of Hilton hotel. Qualitative analysis has helped in conducting in-depth research on digital
marketing of a hospitality organization using various methods. Author has applied statistical tools
and techniques such as hypothesis testing, frequency distribution and cross tabulation, etc. These
methods have helped in determining the impact of digital marketing on sales of Hilton hotel
(Agresti and Kateri, 2011).
4.2 Statistical analysis
Statistical analysis can be defined as a science of collecting, exploring and presenting large
amount of data to disclose underlying patterns and trends. Different methods of statistics are
significant for examining mathematical and quantitative data of survey. There are different methods
of statistical analysis such as mean, descriptive statistics and hypothesis testing, etc. For the current
investigation author has applied frequency distribution, cross tabulation and chi square test.
Research has applied frequency distribution because it is one of the appropriate tools for
summarizing response of management team of Hilton hotel (Garner and Scott, 2013). These
statistical methods have helped in determining role of digital marketing in boosting sales of Hilton
hotel. Author has applied statistical analysis only because it examine data in very quick and
standardized way. There are various software for conducting statistical analysis in which author has
used SPSS. Statistical analysis for the current research is as follows:
4.2.1 Frequency distribution
It is a summarized form of data which is distributed in mutually exclusive classes and
number of occurrence in classes. Frequency distribution in effective for determining frequency for
every response in survey. It also plays important role in analysing quantitative information in more
24

effective manner (Florès, 2014). It can be presented by different charts and graphs such as bar and
pie chart and histogram, etc. Frequency distribution for the current investigation is as follows:
Major attributes that influence requirement of digital marketing in Hilton hotel:
Statistics
What is the major attributes that influence requirement of digital marketing in Hilton hotel?
N Valid 40
Missing 0
Mean 2.50
Median 2.00
Std. Deviation 1.109
What is the major attributes that influence requirement of digital marketing in Hilton hotel?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Technology advancement 9 22.5 22.5 22.5
High use of internet by
customers 12 30.0 30.0 52.5
Competitor’s strategy 9 22.5 22.5 75.0
Requirement of global
marketing and advertisement 10 25.0 25.0 100.0
Total 40 100.0 100.0
25

For attaining research aim and objectives author wants to determine all those factors which
influence Hilton hotel to use digital marketing. Regarding this author has included the above
question in survey methodology of management team of Hilton hotel. As per the frequency
distribution author has found that highest frequency is 12 and which stated that most of the
managers of Hilton hotel though that high use of internet by customers is one of the important
factor which increases requirement of digital marketing for Hilton hotel. Along with this, 10
participants have believed that international level marketing and advertisement also increases
demand of digital marketing. Above theme has also reflected that as per the 9 participants
technology advancement is also an important reason behind the requirement of digital marketing in
Hilton hotel. According to 9 members of sample competitor’s strategy of Hilton hotel also influence
demand of digital marketing. Mean of the current frequency distribution is 2.50 and median is 2. It
has reflected that second option increases the demand of digital marketing in Hilton hotel so, as per
the frequency distribution use of internet by customer’s increases demand of digital marketing.
Digital marketing tools used by Hilton hotel:
26

Statistics
What is the most appropriate tool of digital marketing which is used by Hilton hotel?
N Valid 40
Missing 0
Mean 3.48
Median 4.00
Std. Deviation 1.739
What is the most appropriate tool of digital marketing which is used by Hilton hotel?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Social media Network 8 20.0 20.0 20.0
Mobile application 5 12.5 12.5 32.5
Websites 6 15.0 15.0 47.5
Online marketing 8 20.0 20.0 67.5
Email 7 17.5 17.5 85.0
Search Engine Optimization 6 15.0 15.0 100.0
Total 40 100.0 100.0
27

Researcher wants to determine different digital marketing tools which are used by Hilton
hotel, so, author has included the above question in questionnaire. Frequency distribution has
reflected that Average frequency of every option is almost similar. It has reflected that all the4se
tools are used by Hilton hotel for marketing purpose. But, highest frequency is 8 which has
reflected that Hilton hotel is using social media networks and online marketing tools. Along with
this, 7 participants have believed that company uses emails for increasing awareness of customers
about the services of hotel. So, it is also considered as most appropriate tool f digital marketing for
which company. Frequency of website and search engine optimization is 6 which has reflected that
it is also equally used by the company. In contrast, 5 managers of the company has voted for
mobile application. Therefore, all these are most appropriate tools of digital marketing for Hilton
hotel. But, research has found that social media network and online marketing are most appropriate
tools of digital marketing which are used by Hilton hotel for increasing awareness of customers.
Major purpose behind the use of digital marketing strategy in Hilton hotel:
Statistics
28

What is the major purpose behind the use of digital marketing strategy in Hilton hotel?
N Valid 40
Missing 0
Mean 3.05
Median 3.00
Std. Deviation 1.431
What is the major purpose behind the use of digital marketing strategy in Hilton hotel?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Advertising and marketing 8 20.0 20.0 20.0
Promotion of products and
services 7 17.5 17.5 37.5
Increasing customer
awareness 8 20.0 20.0 57.5
Developing strong relations
with customers 9 22.5 22.5 80.0
Increasing sales revenue of
hotel 8 20.0 20.0 100.0
Total 40 100.0 100.0
29

For determining impact of digital marketing on sales of Hilton hotel author needs to focus
on disclosing major purpose and reason behind this strategy. Above frequency distribution table is
most appropriate method for identifying the major reason and purpose behind the use of different
tools of digital marketing. Above table has reflected that mean and median for this question are 3.05
and 3 respectively. So, third option has got highest frequency which has stated that increasing
customer’s awareness is the major purpose behind the use of digital marketing strategy by Hilton
hotel. As per the frequency distribution table 9 participants have believed that major purpose behind
the use of digital marketing is developing strong relations with customers. Similarly, 8 respondents
believed that advertising and promotion is also a major purpose for using digital marketing.
Likewise, 8 participants have believed that Hilton hotel has implemented digital marketing strategy
for increasing sales and revenue of the organization. Overall, frequency distribution has found that
increasing sales, customer awareness, relationship with consumers, advertisement and promotion
are the major purpose or reason behind the use of digital marketing by Hilton hotel.
4.2.2 Cross tabulation
30

It is also appropriate method for segregating frequency as per the different aspect. Hilton
hotel has different department and as peer the findings of literature review digital marketing affect
each and every department in positive as well as negative manner. So, researcher wants to
determine the view of every manager of different level about the major drawbacks of digital
marketing so, study has included cross tabulation (Kenny, Pierce and Pye, 2012). It has helped in
summarizing frequency of responses as per the top, middle and lower level of managers.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
What are the major
drawbacks of digital
marketing which can affect
the business performance
of Hilton hotel? * level of
management
40 100.0% 0 0.0% 40 100.0%
What are the major drawbacks of digital marketing which can affect the business
performance of Hilton hotel? * level of management Cross tabulation
Count
level of management
Top level
management
Middle level
management
lower level
management
What are the major
drawbacks of digital
marketing which can
affect the business
performance of Hilton
hotel?
Negative reviews of
customers on social
media networks
7 0 2
Huge technological
investments 5 6 1
Increase the
requirements of training
and development
1 6 3
31

Augments the
requirement of skilled
and experienced
employee
1 1 7
Total 14 13 13
What are the major drawbacks of digital marketing which can affect the business
performance of Hilton hotel? * level of management Crosstabulation
Count
Total
What are the major drawbacks of digital
marketing which can affect the business
performance of Hilton hotel?
Negative reviews of customers on
social media networks 9
Huge technological investments 12
Increase the requirements of training
and development 10
Augments the requirement of skilled
and experienced employee 9
Total 40
32

Above tables and chart have reflected that there are large number of drawbacks of digital
marketing which can affect the different departments of Hilton hotel. Total frequency has reflected
that 12 participants have believed that digital marketing require huge technological investment
which can affect the financial performance of the company. So, it is considered as major drawback
of this strategy. It was voted by 5 top level mangers, 6 middle level managers and 1 lower level
managers. Along with this, 10 respondents have thought that implementation of digital marketing
augments the requirements of training and development of employees. This frequency includes
response of 1 top level manager, 6 middle level managers and 3 lower level managers of Hilton
hotel. Including this, 9 participants have thought that negative review of social media networks is
also one of the major drawback for Hilton hotel. Consequently, author has found that digital
marketing can raise the requirement of skilled and experienced employees for managing all tools
and techniques. Overall, Top level management of Hilton hotel thought that negative reviews of
customers is major drawback for organization. But, middle level manager believed that huge
investment and training needs are major disadvantages of digital marketing for hospitality
organization. Further, lower level managers thought that digital marketing raise the demand of
33

skilled and experienced employees. Overall. Cross tabulation has found the major drawbacks of
digital marketing for Hilton hotel.
4.2.3 Chi square testing
Hypothesis testing is one of the important method for examining collected facts and figures
in effective manner. Findings of the literature review has helped in getting appropriate insights to
understand research problem. It also helped in developing hypothesis and for testing these
assumptions author has applied different hypothesis test. For the current investigation researcher
has used chi square test which helps in making comparison between observed and expected
frequency (Dasgupta and Ghatge, 2015). Chi square test for the current investigation is as under:
Hypothesis 1:
Null hypothesis (H0) = Digital marketing cannot help in increasing customer awareness about
Hilton hotel and its products and services.
Alternative hypothesis (Ha) = Digital marketing can help in increasing customer awareness about
Hilton hotel and its products and services.
Descriptive Statistics
N Mean Std. Deviation Minimum Maximum
To which extent you believe
that digital marketing can
help in increasing customer
awareness about Hilton hotel
and its products and services
40 1.80 1.091 1 5
Frequencies
To which extent you believe that digital marketing can help in increasing customer
awareness about Hilton hotel and its products and services
Observed N Expected N Residual
Strongly agreed 20 8.0 12.0
Agreed 14 8.0 6.0
Neutral 2 8.0 -6.0
Disagreed 2 8.0 -6.0
Strongly disagree 2 8.0 -6.0
Total 40
34

Test Statistics
To which extent you believe that digital marketing
can help in increasing customer awareness about
Hilton hotel and its products and services
Chi-Square 36.000a
df 4
Asymp. Sig. .000
a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is
8.0.
From the literature review author has got insights about that digital marketing helps in
increasing awareness of customers. It helped researcher in developing hypothesis for getting
appropriate findings. Finding of the above table has reflected that most of the respondents are
agreed on that digital marketing helps in increasing awareness of customers. It leads increment in
total number of customers for the company. Comparison of the observed and expected frequency
has reflected that there are huge difference between observed and expected frequency for this
question. Chi square test has applied for 5% level of significance and degree of freedom was n-1; 4.
So, critical value of chi square test is 9.48 (Hendrix, 2014). Above calculation has reflected that
calculated value of chi square is 36.00. Comparison of observed and excepted frequency has
reflected that calculated value of chi square is greater than tabulation value. So, author needs to
reject null hypothesis and accept alternative one. Therefore, chi square test has disclosed that digital
marketing can help in increasing customer awareness about Hilton hotel and its products and
services (Durkin, 2013).
Hypothesis 2:
Null hypothesis (H0) = Digital marketing does not help in augmenting sales of Hilton hotel.
Alternative hypothesis (Ha) = Digital marketing helps in augmenting sales of Hilton hotel.
To which extent you believe that digital marketing helps in augmenting sales of Hilton hotel.
Observed N Expected N Residual
Strongly agreed 20 8.0 12.0
Agreed 15 8.0 7.0
Neutral 1 8.0 -7.0
Disagreed 2 8.0 -6.0
35

Strongly disagree 2 8.0 -6.0
Total 40
Test Statistics
. To which extent you believe that digital marketing
helps in augmenting sales of Hilton hotel.
Chi-Square 39.250a
df 4
Asymp. Sig. .000
a. 0 cells (0.0%) have expected frequencies less than 5. The minimum expected cell frequency is
8.0.
Aim of the current study is to determine the role of digital marketing in increasing sales of
the organization. So, author has included the above question in survey. Hypothesis testing has
helped in making comparison between observed and expected frequency for this question. Observed
frequency has reflected that most of the management team members were agreed on that digital
marketing helps in boosting sales of Hilton hotel. But, on the other hand, expected frequency for the
current question was quite different from the observed. Critical value of chi square is 9.48 and
calculated value of chi square is 39.250 (Edwards, 2015). It has reflected that tabulated value of chi
square is very low as compare to calculated value of chis square. So, author has rejected null
hypothesis and accepted alternative hypothesis. So, chi square test has concluded that digital
marketing helps in augmenting sales of Hilton hotel.
4.3 Summery
Findings and results of the data analysis have helped in attaining aim and objectives in
effective manner. As per the data analysis chapter author has used cross tabulation, frequency
distribution and chi square test. All these statistical tools have helped in determining that whether
digital marketing augments sales of Hilton hotel or not. According to the research findings there are
number of attributed and factors which increases requirements of digital marketing in Hilton hotel.
These factors are changes in technologies, use of internet by customers in their daily life, global and
international marketing requirements, etc. All these factors influence Hilton hotel to use digital
marketing tool for the purpose of promotion and advertisement of hotel services. As per the
frequency distribution author has disclosed that Hilton hotel uses social media network, mobile
application, email marketing, online marketing, and websites and search engine optimization.
Therefore, all these are important tools of digital marketing for Hilton hotel. According to the
36

research, these tools are generally used by organization for developing strong relation with
customers and increasing their awareness about products and services of Hilton. Along with this, all
these tools are also appropriate for advertising and marketing, promotion and increasing sales
revenue of the firm.
As per the management of Hilton hotel there are some drawbacks of the digital marketing
tools for Hilton hotel. These limitations can affect the sales of the company in negative manner.
According to cross tabulation, major limitations of digital marketing for Hilton hotel include
negative reviews of customers of social media network can decline the number of customers of the
company which leads decline in sales revenue of the firm. Along with this, researcher has also
found that for implementation digital marketing tools organization needs to invest huge amount of
money which can affect financial performance of the organization. Along with this, digital
marketing tools increases the requirement of training and development needs which can also affect
the financial position of the organization. For using these tools and techniques organization needs to
hire skilled and experienced employee. Therefore, Hilton hotel needs to consider all these
drawbacks also which can affect financial performance and sales of the organization. Including this,
chi square test has concluded that digital marketing tools help in increasing the customer’s
awareness about the products and services of Hilton hotel which will lead increment in total number
of customers for the company. Along with this, it will also play important role in increasing the total
revenue of the firm. Overall, findings of the data analysis has attained aim and objectives in
effective manner.
37

CHPATER 3: RESULT AND DISCUSSION
In the current business scenario most of the organizations are using digital marketing tools
and techniques for advertising and marketing. These tools have positive as well as negative impacts
on sales and financial performance of an organization. Researcher wants to determine that whether
it is good for increasing sales of the company or not. Author has used primary and secondary data
collection methods for collected facts and figures. In addition, quantitative tools have applied for
analysing these information. Data analysis chapter has concluded that frequency distribution, cross
tabulation and chi square test have helped in resolving research problem. All findings of these
methods have helped in attaining aim and objective sin most appropriate way.
Findings of the current investigation has asserted that there are different factors which
influence Hilton hotel for using digital marketing tools for the purpose of advertisement and
marketing. These factors include technology advancement, high use of internet by customers,
competitor’s strategy and requirement of global marketing and advertisement. In the current
business scenario most of the organization are using different technical tools and strategies for
marketing purpose but technologies are changing day by day which augments the requirement of
digital marketing in Hilton hotel. For maintaining current trends of the marketing in organization,
Hilton use digital marketing tool. Along with this, internet is become one of the most important
requirement of every customer. High use of internet and social networking sites also influence
organization to attract customer through using digital marketing tools unless company cannot retain
their customers as well. Further, there are number of competitors of Hilton hotel in UK market and
all over the world such as Milestone, Marriot, etc. All these hotel groups are using digital marketing
tools for the purpose of marketing and advertisement of the hotel services. So, it can increase
competition in hospitality industry of UK. Along with this, use of digital marketing by competitors
can also affect the competitive advantages of Hilton hotel. So, competitor’s strategy also influence
Hilton hotel for using digital marketing tools for the purpose of marketing. Further, finding of data
analysis have reflected that Hilton hotel is providing its services in all over the world along with
this there are number of visitors who come from different places of the entire world. So,
requirement of global or international marketing is also considered as major factor which influence
Hilton hotel to use digital marketing tools. Therefore, all these are major factors which increases
requirement digital marketing for Hilton hotel.
Findings of quantitative analysis have also disclosed that there are different tools for making
online presence of the organization in hospitality industry. But the major tools which are used by
Hilton hotel are Social media Networks, Mobile application, Websites, Online marketing, Email and
38

Search Engine Optimization, etc. Hilton hotel has their own pages on social media networking sites
such as Facebook and Twitter, etc. Number of customers follow Hilton hotel through these social
networking sites. So, it helps in increasing communication between Hilton hotel and customers of
the company. Along with this, this tool is also very effective for distributing information about the
products and services to customers. Findings of the research have also asserted that Hilton hotel has
developed its own mobile application which have helped in making online reservation of the
customers. Therefore, it also helps in increasing connectivity of the consumers with Hilton hotel.
Further, Hilton has its own Website which comprise each and every information about hotel and its
services. Therefore, using organization’s website customers can easily analyse all services of Hilton
hotel. Including this, email and online marketing are also utilized by Hilton hotel for the purpose of
marketing and advertisement. Therefore, all these are the major tools by which Hilton hotel has
made its digital presence in hospitality industry.
For attaining aim and objectives in effective manner, researcher needs to focus on major
purpose also. Findings of data analysis have helped in identifying the major purpose behind the use
of digital marketing tools by Hilton hotel. Findings of the research has disclosed that company uses
digital marketing tools for the purpose of advertisement and marketing. Therefore, these tools help
in marketing of the product and services of Hilton hotel in the hospitality market. Including this,
research has also found that it is also useful for promotion of the company. According to the
freque4ncy distribution researcher has used digital marketing activities for increasing the awareness
of customers about the products and services of Hilton hotel. Therefore, it is significant for
retaining customers of the organization by which company can grow in the hospitality sector of UK.
Developing strong relation with customers is also one of the major purpose behind the use of digital
marketing strategies. Overall, as per the findings increasing number of customers and sales of
company are considered as major purpose behind the selection of digital marketing activities by
Hilton hotel.
Results and findings have concluded that there are number of drawbacks of digital
marketing which can affect the business performance of Hilton hotel, so, before implementing
marketing tools organization needs to consider these limitations. Negative reviews of customers on
social networking sites is one of the major drawback of digital marketing tool. Because it can affect
the decision making process of other customers also. Along with this, it can also decline the
corporate image of the organization. Therefore, indirectly it affect the organization sales and
number of customers. Further, for implementing digital marketing tools Hilton hotel invested huge
amount of money in technology which can increase the total cost of the company that can minimize
the sales and total revenue of the firm. Further, findings of the research have also concluded that use
39

of digital marketing tools also increases the requirement of training and development also. These
can increase the cost of T&D department which may affect the total profitability of the Hilton hotel.
So, it also considered as negative point of digital marketing. Along with this, research has also
concluded that for handling digital marketing tools and techniques every employee require different
types of skills and requirements. For satisfying these requirements Hilton hotel needs to hire skilled
and experienced employees. Recruitment and selection cost may raise which can decline the total
profitability of the Hilton hotel. Therefore, above discussed drawbacks can affect financial
performance of Hilton hotel so, before implementing any kind of strategies, company needs to
assure about the appropriate management of all activities.
Findings of the hypothesis testing have reflected that observed and expected frequency is
very different so, author has accepted alternative hypothesis in both tests. Findings of the research
have concluded that Digital marketing can help in increasing customer awareness about Hilton hotel
and its products and services. Therefore, it is one of the most appropriate strategy for advertisement
and marketing of Hilton hotel. It plays very important role in increasing number of customers of the
company. Consequently, digital marketing is significant for customer’s retention. Another
hypothesis test has found that different tools of this modern marketing strategy help in augmenting
sales of Hilton hotel. Therefore, it has directly fulfilled aim of the study. As per this hypothesis
testing management of the Hilton hotel believed that digital marketing is one of the important tool
which play very important role in increasing sales of the company. Overall, findings of the data
analysis have concluded that study has successfully attained all objectives in effective manner.
40

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
From the above study it has been founded that in today’s increasing competitive advantage,
majority of firms nowadays are adopting various strategies through which they can easily manage
their business operations more effectively. For the same, they are planning to attract huge base of
customers with the help of the adopting best promotion and marketing tools. In this regards, digital
marketing is one of the most effective technique through which hospitality firms these days can
enhance their sales and market position as well. With this concern, this study has given huge
support to the importance of digital marketing as well as its relationship to the growth of sales of
firm. At the time of identifying this concept in more effective manner it has been founded that it is
vital to focus 6 key elements for getting better results for digital marketing. These elements are
known as digital presence management, content marketing, targeted discovery, social local mobile,
performance management and online engagement. It should be effectively managed by hospitality
firms as per their area of concern so that more number of customers can be satisfied.
Most of the people worldwide are using internet and assess various services from this. It has
provided various opportunities to hospitality firms in order to reach out more number of customers.
Newsletters, social media, online banners, blogs and pay per click methods are the most effective
methods through which hospitality industries can promote their services. With the help of this, they
can also create awareness about their particular brand and enhance the loyalty of customers. It
provides one of the best opportunities to companies to further make better interaction with people
regarding the brand, products or services. As per the present condition, it is being identified that
hospitality firms needs to increase use of social media marketing for achieving growth and success
in market.
Different digital marketing tools helps in enhancing market value and position by increasing
brand awareness among the people. Within this concern, it has been concluded that digital
marketing is used for the advertising and promotion of various products and services of company.
There are some of the most common tools which can be used by these firms are: custom banners,
roll ups, signs, brochures, letterheads, videos and photoived value for promoting their products. It
helps them in making their customers loyal towards their company and they can easily reach out to
their intended target audience.
There are various positive as well as negative impacts associated with the use of same and it
is quite crucial for companies to go through the effective strategies. Within this regard, from the
findings section, it has been concluded that security is the biggest issue faced by most of the
41

hospitality firms. It is becoming highly difficult for them to keep their employees as well as
customer’s information safe while going through the online promotion. Hackers try to steal the
information of the companies and it might leads in great loss to them.
In order to attain higher success it is essential for hospitality firms to adopt various 5 key
elements which include trustworthiness, availability, security, clarity in communication and safety
of user data. All of these points must be taken into consideration in order to maintain the higher
consumer base. In order to reach out to the target audience it is highly important to identify their
needs and requirements. By assessing their needs it is becoming easier for hospitality firms to reach
out their target customers. Within this respect, different research tools can be used such as Google's
Keyword planner, SEO quake, social crawlytics, etc for identifying the keywords and to optimize
content as per the audience. These are some of the most common and effective techniques through
which these firms can promote their quality services online.
From the literature section it has been concluded that Social media is one of the best tool for
promotions and advertisements. It covers several advantages as well as disadvantages such as
negative reviews of customers, easy reach to intended target audience etc. Some of the most
common positive aspects are promotion, advertisements, marketing, brand value, reduction in cost
as well as easy access to customers etc. On the other hand, some negative aspects cover competitive
advantage, increasing initial cost as well as employee’s resistance
There are various ways trough which hospitality firms can overcome with these problems and
manage their business operations more effectively. It has been identified that at the time of
promotion through digital media, there should not be misrepresentation of products as it can build
negative image of the organisation. Further, effective promotion through the means of electronic
media results to improve the sales and market position of the firm (McMillan and Schumacher,
2014).
From the analysis section it has been concluded that there is a positive and effective
relationship between digital marketing as well as sales of company. Some of the most common
attributes which influence the requirement of digital marketing is requirement of global marketing
and advertisement. Hilton hotel have clearly identified the requirements of digital marketing due to
the increasing use of internet by customers. In this respect, it can be assessed that majority of people
these days are highly attracted towards the online shopping as well as online utilization of
customers. Most of them can get any type of information about the hotel from its specific website.
Due to the increasing technological requirement and shifting consumers attitude towards the online
activities making it more important for Hilton hotel to use digital marketing. It is the best way to
attain higher competitive advantage by attracting more number of customers. In this scenario, it is
42

highly important for companies to go through the advancements in technologies by identifying the
needs and demands of customers. Further, it has been identified that in order to boost up the sales it
is highly important for Hilton to go through the selection of best digital marketing tools (Kriz,
Gummesson and Quazi, 2013).
In addition to this, it has been founded that there are various digital marketing tools which
can be used by various companies such as social media Network, mobile application, websites,
online marketing, E-mail as well as search Engine Optimization. Among all of these digital
marketing tools, social networking sites and online marketing is one of the best and most suitable
options for Hilton hotel. These are the most common ways through which they can easily reach out
to their target audience and provide them effective information as per their requirements.
By using social networking sites and online marketing Hilton can easily keep their
customers updated about any of the discount offers provided to them as well as their latest services.
It is the most effective way to attract huge base of customers and keep in touch with them.
Moreover, it can be determine that through the online marketing Hilton can keep their customers
aware about the latest services. In addition to this, it can be determine that most of the company
nowadays are using email services as well. Hilton can provide effective information to their loyal
customers by sending a personal message to them.
It is being identified that by making their own website they can also take several reviews
and feedbacks from their customers. It is the most effective approach to improve the quality
services of Hilton and make their customers happy. Further, there are various reasons due to which
Hilton hotel requires using digital marketing. One of the most common and effective reason due to
which they need to promote their services through digital marketing tool is to develop better
relations with customers (Leeflang, Verhoef, Dahlström and Freundt, 2014). It boosts up their
satisfaction level due to which company can easily enhance their market share. In addition to this,
Hilton can market their services worldwide and keep better consumer interaction. It is the best and
prominent ways to attract large number of customers and enhancing the sales and revenue of
company as well.
From the finding section it has been founded that some of the major drawbacks of digital
marketing which can affect the business performance of Hilton hotel is negative reviews of
customers and huge technological investment. These are two major ways due to which hospitality
firms requires adopting best strategies. It motivates them to go through the adoption of best
effective services. Under this, they require appropriate training and development with regards to the
digital marketing. It requires additional cost which might hinders the total growth of company.
Further, it is being identified that, digital marketing can help in increasing customer
43

awareness about Hilton hotel and its products and services as well as augmenting sales of Hilton
hotel. Moreover, it is being founded that digital marketing has a strong influence on the purchasing
of products and it also provides a wide range of possibilities to the companies for increasing its
brand awareness.
5.2 Recommendations
From the above whole study it has been identified that there are several digital promotion
tools used by organizations nowadays such as social media, e-mail marketing, search engine
optimization, mobile applications etc. These are some of the most common tools used by most of
the hospitality firms nowadays. Through this, they can easily attract and retain more number of
customers and enhance loyalty among them. However, this study clearly determines that while
using these tools there are several issues which is being faced by companies such as: huge
technological investments as well as negative reviews of customers. It might leads to reduction of
consumer trust towards these sites and hampers the overall consumer base. In this regard, there are
various suggestions or proposed recommendations which help hospitality firms adopting best digital
marketing tool for their company (Agresti and Kateri, 2011).
For the same, at the time of using social networking sites for the promotion of hospitality
firms they have used several disadvantages such as: security and safety. In order to resolve this
issue all these firms requires adopting best online security protection tools. It is just the way to
reduce the loss of information. With the same context, these firms need to implement best
antiviruses in their computers so that hackers cannot easily attack (Berry, 2012). These antiviruses
require timely updation. It keeps all their computer system protected so that information cannot be
easily steals by the hackers. In addition to this, it can be easily determine that it is highly difficult
for companies to delete or ignore any type of negative comments of customers. All those
organizations that are using social media for marketing purpose need to keep appropriate
concentration on the consumer feedbacks. Through this, they are able to attract more number of
customers towards their company. However, it is not possible to ignore negative comments.
Best suggestion to overcome with this problem is apologize (even if company haven’t done
anything wrong). It is the most effective way to overcome with the problem of negative comments
at the time of digital marketing as it affects the business performance of Hilton hotel. They can
provide their consumers an option to contact the person by e-mail to work out the problem and find
out effective solution for the same (Colina-Coca and et.al, 2014). A simple acknowledgement of a
problem can prevent a potential PR nightmare.
With the help of this, they can often make their consumers happy and keep them satisfied. It
44

raises their confidence level and motivates them to be loyal towards their company. It is one of the
best recommendations to react at the situation of negative comments.
Further, as per the above whole section it can be determine that e-mail marketing is best opt
for hospitality firms. There are low chances to steal any information of consumer and it involves
one of one interaction. It does not contain any type of problem regarding negative reviews publicly.
Here, hospitality firms can provide different information about latest discount offers to their loyal
customers (Creswell, 2013).
In order to overcome with the drawback of employee resistance it is necessary for firms to
go through the best and most effective policies. Use of digital marketing at the initial stage brings a
kind of fear in employee’s mentality and due to these they starts resisting this change. It requires
appropriate training to bring effective change and managing all business operations effectively. For
all those company who fails to provide effective guidelines to their workers and how they need to
deal online it is essential to establish their expectation level. For the same, social media strategist
can be recruited. He is one that can easily establish the expectations of how employees represent
themselves online, both during work hour and after. It helps in educating their staff on the potential
problems and effectively manages better conversation with customers at the time of social media
marketing (Chanavat and Desbordes, 2014).
In order to boost up the sales of company it is essential for them to have appropriate social
media policy. It has been founded from the above analysis section that digital marketing requires
huge technological investment. Initial costing is quite high as it requires huge technological
resources as well as costing for promotion. However, nowadays several free packages are available
which hospitality firms can use for their website development. It does not require any extra costing
for online visibility. Moreover, it can be determine that mobile application is another most effective
digital marketing promotion tool which helps in making regular contact with all the customers
(Brennan and Croft, 2012).
Although it is important to get any type of message across on social media and too many
posts can lead to unlike. For the same situation, it is essential for companies to find out when fans
and followers are most likely to be online and try to provide them those attractive features. Further,
the last suggestion for effectively promoting various services and products of companies through
digital marketing tool is to actively listen to what their audience is interested in. It helps in making
all the consumers loyal and boosting the sales of company effectively (Marcos, 2013).
5.3 Reflective statement
The current investigation has based on digital marketing and sales of a hospitality
45

organization. As a researcher I have learned lots of things during the whole investigation. Earlier I
have only theoretical knowledge about the research and different tools and techniques which needs
to be implemented in a systematic investigation. Formulation of rational of the project was very
crucial task for me. But, now I am capable to determine the research problem and getting
appropriate way to resolve it. Research has guided me in developing appropriate aim and objectives
for an investigation. After completing the current investigation I have got lots of skills about how to
conduct a review of literature. Along with this, now I am capable enough to search historical
research articles on digital marketing and financial performance of a hospitality organization. Along
with this I have got lots of new knowledge and skills regarding research methodology. I have got
new knowledge about collecting primary and secondary facts and figures.
Accomplishment of the current investigation was not as easy because I have faced various
problems also. Such as, at the time of obtaining facts and figures I have faced problem in making
communication with management team but appropriate process and professional way of
communication have helped in making strong connection with every respondent. Along with this,
current dissertation has increased my computer knowledge and skills also. Now I am capable
enough in using different operating system, internet, word, excel, etc. For the current investigation I
have applied SPSS for quantitative analysis. I have learned lots of new things about data analysis,
etc. Now, I am capable enough to use different tools and techniques for examining information such
as frequency distribution, cross tabulation and chi square testing, etc. these tools have helps me in
attaining all research aim and objective s as well as resolving research issues by appropriate
findings and solution. Including this, current investigation has increased my knowledge about that
how a hospitality organization can use digital marketing for attracting customers and increasing
sales. Therefore, current investigation has increased my knowledge and experience in different
aspect which will be significant for conducting any future investigation on similar or different
subject.
46

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