Identifying Brand Awareness Impact: Hilton Hotel Productivity Project

This research project investigates the impact of brand awareness on productivity within the hospitality industry, using Hilton Hotel as a case study. The study begins with an introduction outlining the research aims, objectives, and questions, emphasizing the importance of brand awareness in boosting customer loyalty and business outcomes. It explores factors influencing research project selection, including researcher interest, knowledge, and scope. The project details the research methodology, including research philosophy (interpretivism), design (descriptive), approach (deductive), strategy (qualitative), and data collection methods (primary and secondary). A questionnaire was used to gather data from Hilton Hotel customers, focusing on their perceptions of brand awareness, service usage, and preferences. The data findings, analysis, and discussion section presents the results of the questionnaire, highlighting key themes such as customer service frequency, the importance of competition, the influence of social media, and the preference for branded products. The project also includes an analysis of research evaluation techniques, utilizing formative assessment to monitor the learning process. The study then interprets the results, providing graphical representations and interpretations of the findings. Finally, the project concludes with recommendations and further research considerations to enhance brand awareness and productivity at Hilton Hotel.

RESEARCH PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................1
1.1 Formulate and record possible research project outline specification..................................1
1.2 Factors that contribute to research project selection and justify choice................................2
1.4 Produce research project specification..................................................................................2
1.5 Appropriate plan and procedure............................................................................................3
CHAPTER 2 LITERATURE REVIEW .........................................................................................4
1.3 Literature review...................................................................................................................4
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................5
2.1 Match resources with research question and hypothesis.......................................................5
2.2 Proposed research investigation ...........................................................................................6
CHAPTER 4 DATA FINDINGS, ANALYSIS AND DISCUSSION ...........................................7
2.3 Record and collect relevant data where appropriate ............................................................7
3.1 Use appropriate research evaluation techniques ..................................................................9
3.2 Interpret and analysis the results with specification.............................................................9
CHAPTER 5 CONCLUSION, RECOMMENDATION AND LIMITATIONS...........................14
3.3 Make recommendations and further research consideration ..............................................14
4.1 Agreed format and appropriate media ................................................................................14
REFERENCES..............................................................................................................................15

CHAPTER 1 INTRODUCTION
Topic: To identify impact of brand awareness in order to increase productivity in hospitality
industry – A Case Study on Hilton Hotel.
1.1 Formulate and record possible research project outline specification
Background
In hospitality industry, there are different activities and tasks have been promoted to
increase their profits and revenue. In this regard, brand awareness is important consideration that
assists to meet with goals and objectives (Barreda, Bilgihan and Okumus, 2015). They can
boosting customer loyalty that helps to attain more desire results and profit as well. Main
purpose is to develop more creativity and outcomes with assessment of their needs and
requirements.
Rationale
In the present study, importance has been identifying that assists to increase customer
satisfaction and their needs as well. Therefore, Hilton hotel easily identify reasons and factors to
develop their effectiveness (Sasmita and Mohd Suki, 2015). On the basis of customer demand
and requirements, brand awareness will be developing in the hospitality industry. Therefore,
partnership working also implements to increase creativity.
Aims and objectives
Aim: To identify impact of brand awareness in order to increase productivity in hospitality
industry – A Case Study on Hilton Hotel.
Objectives
 To understand the concept of brand awareness in hospitality industry.
 To explore importance of increasing productivity in the Hilton Hotel.
 To implement relationship between brand awareness and productivity of Hilton Hotel. To recommend ways through brand awareness regarding Hilton hotel will be increasing
continuously.
Research questions
 What do you understand the concept of brand awareness in hospitality industry?
 How to explore importance of increasing productivity in the Hilton Hotel?
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 How to implement relationship between brand awareness and productivity of Hilton
Hotel?
 What are recommendation ways through brand awareness regarding Hilton hotel will be
increasing continuously?
1.2 Factors that contribute to research project selection and justify choice
In order to promote effective research program, there are several factors exist that
contribute in research project selection. They are as follow:
Researcher interest: In order to develop effective research program, researcher possess
wide interest is very important. This is because, they want to know about effective results with
implementation of brand awareness. Brand awareness is one of the important elements to attract
maximum people at workplace (Lemmetyinen, Dimitrovski and Pohjola, 2016). On the basis of
this element, several customers easily attracted in the company.
Researcher knowledge: Researcher also posses effective knowledge regarding brand
awareness of hospitality industry. Therefore, it considers systematic work performances to attain
desired results at workplace. With the help of knowledge, they can get more systematic results.
Research scope: In order to promote effective result, scope is also essential element that
assists to increase brand awareness in the business. It helps to maintain more creativity and
possess important role to attract maximum people at workplace (Wong and Wickham, 2015).
1.4 Produce research project specification
In the present conduct present research, there are several tools exist that help to make
creative work performances (Pirani and Arafat, 2016). On the basis of these elements, researcher
able to find useful results at workplace:
Research philosophy: In order to take appropriate research philosophy, there are two
types of elements such as interpretivism and positivism. In the present study, interpretivism
research philosophy has been selected that assists to meet with desired results with fresh
information. On the other hand positivism research philosophy depends on theory to gather
information (Abdulghani Shaik and Isnani, 2014).
Research design: Furthermore, there are different types of research design exist such as
exploratory, descriptive, experimental, etc. On the basis of descriptive research design researcher
able to collect useful information with descriptive outcomes.
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Research approach: In the present research there are mainly two tools exist that consider
as approach to find useful information (Zainol, Ahmad Rozali and Nordin, 2016). For instance,
inductive and deductive. In respect to collect useful information, researcher selects deductive
approach which assists to consider subjective information at workplace. As results, it will help to
attain desired results at workplace.
Research strategy: Furthermore, in the research there are two types of strategy to collect
useful information. In this regard, qualitative and quantitative two types of tools exist. In the
present research, qualitative information has been select to find effective results (García-Lillo,
Úbeda-García and Marco-Lajara, 2016).
Data collection: Moreover, there are two types of data collected such as primary and
secondary. In the present research, both types of data useful to gather relevant information so
that it take important place in the research.
Data analysis: In order to determine effective results, data analysis also play important
role in the business (Shen, Morrison and Li, 2018). On the basis of survey in which questionnaire
has been prepare to ask questions from customers of Hilton hotel. It is the best aspect to find
creative results at workplace. Furthermore, secondary information also carry through study
books, journals, previous research, online article, magazines, etc.
Sampling: In respect to conduct present research, there are two kinds of sampling methods
exist such as probabilistic and non-probabilistic. In respect to carry present research, researcher
select simple random sampling in which 20 sample size has been taken that are customers of
business (Robinson, Solnet and Breakey, 2014).
1.5 Appropriate plan and procedure
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research study
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Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
CHAPTER 2 LITERATURE REVIEW
1.3 Literature review
Concept of brand awareness in hospitality industry
As per the view of Wang, Hsiao and Hajli (2016) hospitality industry is very
competitive so that brand awareness play very important role in business success. In this regard,
every enterprise considers their operations and functions to increase customer satisfaction.
Branding strategy also assists to maintain customer loyalty with products and services in this
industry. Therefore, it play very important role in business success. On the other hand, Manhas
and Tukamushaba, (2015) stated that main aim of branding is to ensure that customers will return
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again so that it recommend traditional way to focus on attain desired results. On the basis of
luxury items, it helps to take products and services in the business.
Relationship between brand awareness and productivity of Hilton Hotel
According to the view of Lu, Gursoy and Lu, 2015) brand awareness and productivity of
the company has positive relationship to attract several customers. In this regard, it is important
to know about each customer demand and requirements so that business able to deliver
innovative results. As results, it increases customer base and attain positive advantages. On the
other hand, Sakas, Dimitrios and Kavoura, (2015) argued that classic and innovative branding
choices help to attract several people in the business. It is one of the important concepts to
maintain standard to enjoy long term relationship. Co-branding is element that separate luxury
twist in the business. On the basis of these concepts, they can easily promote products and
services in different areas of world.
Importance of increasing productivity in the Hilton Hotel
As per the point of Barreda, Bilgihan and Okumus, (2015), brand awareness is important
element that chooses to make proper budget of the business and attain desired results. In this
aspect, effectiveness also develop continuously so that restaurant able to make excellent products
and services. High end branding consider unique image. Beside this, Sasmita and Mohd Suki,
(2015) depict that brand awareness is also important tool that assists to focus on maintain
creativity and innovations at workplace. This is because, it develop systematic work
performances in Hilton hotel to focus on conceptualisation decision to make brand equity.
CHAPTER 3 RESEARCH METHODOLOGY
2.1 Match resources with research question and hypothesis
Research questions Resources
 What do you understand the concept of
brand awareness in hospitality
industry?
In order to collect information towards this
question, researcher use secondary data.
 How to explore importance of
increasing productivity in the Hilton
Hotel?
With the help of online books and articles,
these kinds of information collected at
workplace.
 How to implement relationship With the help of questionnaire, these kinds of
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between brand awareness and
productivity of Hilton Hotel?
information implement at workplace.
 What are recommendation ways
through brand awareness regarding
Hilton hotel will be increasing
continuously?
On the basis of data analysis, recommendation
will be given to the Hilton hotel
2.2 Proposed research investigation
Questionnaire
Name:
Age:
Gender:
1. When you last time taking services from Hilton hotel?
 Last week
 Last month
 Last three months
 Last 6 months
 Last 12 months
2. Which is the main element of brand awareness?
 Competition
 Innovative and uniqueness
 Quality and standard
 Pricing
3. From which source you have heard about Hilton Hotel?
 Friends, family and relatives
 Social media
 Advertisement on mobile apps
 Online promotion
 Any other
4. How much you are familiar with the products and services of Chosen business?
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 Extremely familiar
 Very familiar
 Somewhat familiar
 Not at all familiar
5. Do you prefer any branded products and services provided by selected firm?
 Yes
 No
 Cannot say
6. Which type of product generally you prefer?
 Existence of wider contribution
 Products that are in good warranty and guaranty
 Products with better price
 Products belong to good brand image
7. Do you believe in endorsed by celebrity who is your favourite?
 Yes
 No
 Cannot say
8. How much do you trust on branding of Hilton Hotel?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
CHAPTER 4 DATA FINDINGS, ANALYSIS AND DISCUSSION
2.3 Record and collect relevant data where appropriate
Theme 1 Customers are taking services in three months in each year.
1. When you last time taking services from
Hilton hotel?
Respondents
Last week 2
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Last month 2
Last three months 15
Last 6 months 1
Last 12 months 0
Theme 2 Competition is the main element of brand awareness
2. Which is the main element of brand
awareness?
Respondents
Competition 14
Innovative and uniqueness 2
Quality and standard 2
Pricing 2
Theme 3 Social media is main element with customer heard for Hilton hotel
3. From which source you have heard about
Hilton Hotel?
Respondents
Friends, family and relatives 2
Social media 13
Advertisement on mobile apps 2
Online promotion 2
Any other 1
Theme 4 Customers are very familiar with products and services of Hilton hotel
4. How much you are familiar with the
products and services of Chosen business?
Respondents
Extremely familiar 3
Very familiar 15
Somewhat familiar 1
Not at all familiar 1
Theme 5 Customers prefer branded products and services from the chosen business
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5. Do you prefer any branded products and
services provided by selected firm?
Respondents
Yes 16
No 2
Cannot say 2
Theme 6 Customers are generally prefer products that are possess good brand image
6. Which type of product generally you
prefer?
Respondents
Existence of wider contribution 1
Products that are in good warranty and
guaranty
1
Products with better price 1
Products belong to good brand image 17
Theme 7 Endorsed by favourite celebrity is important consideration for customers of
Hilton hotel
7. Do you believe in endorsed by celebrity
who is your favourite?
Respondents
Yes 18
No 2
Cannot say 0
Theme 8 Customers are highly trust on branding of Hilton hotel products and services
8. How much do you trust on branding of
Hilton Hotel?
Respondents
Strongly agreed 15
Agreed 1
Neutral 1
Disagreed 2
Strongly disagreed 1
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