Increasing Brand Image to Attract Customers: Hilton Hotel Case Study

This research project investigates the significance of brand image in attracting customers within the hospitality industry, focusing on Hilton Hotel as a case study. The project begins with an introduction outlining the research aim, objectives, and questions, followed by a literature review exploring the importance of brand image, ways to attract customers, and the relationship between the two. The methodology section details the research approach, data sampling, and data sources, including a questionnaire used to gather primary data. The data analysis and findings section presents and interprets the collected data, relating it back to the literature. The study concludes with recommendations for Hilton Hotel to enhance its brand image and attract more customers, emphasizing the role of technology and innovative ideas. The project highlights the importance of brand name, staff performance and advanced technology to attract more customers. The assignment also includes limitations of the research.

RESEARCH PROJECT

Table of Contents
1. INTRODUCTION.......................................................................................................................1
Title: “Importance of increasing brand image to attract customers in hospitality industry – A
case Study on Hilton Hotel”........................................................................................................1
Introduction.................................................................................................................................1
Background of the research ........................................................................................................1
Research aim, objectives and questions......................................................................................1
2. LITERATURE REVIEW............................................................................................................2
Importance of brand image.........................................................................................................2
Ways to attract customers in hospitality industry.......................................................................2
Relationship between brand image and customer attraction ......................................................2
Recommendations.......................................................................................................................3
3. METHODOLOGY......................................................................................................................3
Type of methodology..................................................................................................................3
Data sampling..............................................................................................................................4
Sources of data............................................................................................................................4
Questionnaire..............................................................................................................................4
Limitations..................................................................................................................................6
4. DATA ANALYSIS AND FINDINGS........................................................................................6
Presentation of data.....................................................................................................................6
Interpreting the data....................................................................................................................8
Analysis with literature.............................................................................................................12
5. CONCLUSION AND RECOMMENDATION.........................................................................12
Conclusion ................................................................................................................................12
Recommendations.....................................................................................................................12
REFERENCES..............................................................................................................................14

1. INTRODUCTION
Title: “Importance of increasing brand image to attract customers in hospitality industry – A case
Study on Hilton Hotel”
Introduction
Brand image is important perspective that assists to meet with desired results in
hospitality industry. In this consideration, essential component for the business is their identity
and market value. It helps to make profitable results and implement unique features in products
and services (Manhas and Tukamushaba, 2015). Brand is also create negative impact when it is
not profitable for the customer attraction.
Background of the research
In the present research brand image is essential to increase volume of customers. In this
consideration, several factors are also included that impact positively on the hospitality industry.
For example, brand loyalty, brand association, brand awareness, perceived quality, etc. Further,
for today's generation it is also impact to enhance personality to meet with social standards and
create stir in the market (Lien, Wen and Wu, 2015). It creates positive impression on customers
of Hilton hotel to assess their mindset. In order to conduct the present study, it is important to
assess the key values that reflect on the research.
Research aim, objectives and questions
Aim: “To understand the importance of increasing brand image to attract customers in
hospitality industry – A Case study on Hilton hotel.”
Objectives:
 To analysis the importance of brand image.
 To find ways through customer attraction will be increasing in hospitality industry.
 To interrelate brand image and customer attraction in hospitality industry.
 To recommends ways through brand image will be increasing that attract several
customers.
Research questions:
 What are the importance of brand image?
 What are the ways to attract customers in hospitality industry?
 How brand image and customer interaction interrelated with each other?
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 What are the ways will you recommend to increase customer attraction?
2. LITERATURE REVIEW
Importance of brand image
As per the view of Ladhari and Michaud, (2015), brand image considered important part
to make successful results in the business. Great brand shows something unique and creative. In
this way, symbols are included that fastest form of communication. It becomes more powerful to
stand and use for the identity. It also expresses unique mission, history, culture, etc. Brand also
competing with different perspective in the business categories at same level to create attention
of consumers. On the other hand, Cantallops and Salvi, (2014) stated that customers are
reassured through logos, trademarks, symbols, etc. In respect to be familiar, brand need to be
commit with central idea to make changes that are recognised with identity positions. It also
supports to marketing strategy in systematic manner.
Ways to attract customers in hospitality industry
According to the point of Gómez, Lopez and Molina, (2015), there are several ways exist
through customers can be attracted in the hospitality industry. In this aspect, manager of hotel
need to streamline reservation procedures. It is the best way to lodging operators that look
towards the better way to manage bookings and operational procedures as well. According to
customer requirements, bookings will be develop in systematic manner. Furthermore, Barreda,
Bilgihan and Okumus, (2016) stated that rates and promotions need to be managed by Hilton
hotel. It helps to attain desired results and gain competitive edge in the business. Revenue
management system could be automatically set up which determines high rates to maximise
occupancy.
Relationship between brand image and customer attraction
As per the view of Durna, Dedeoglu and Balikçioglu, (2015), strong brand image can
make loyal customers in the business environment. In this consideration, brand cannot be
respond towards the changing needs so that it could be respond to tend with the another brand.
Building positive brand image can influence to customer to repeat purchase to lead with the
customer loyalty. Moreover, Su, Hsu and Swanson, (2017) argued that customers that are loyal
always recommend their friends, relatives, other people who are not easily influenced by the
competitors. On the basis of different authors review, it can be stated that there is strong
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relationship between brand image and customer attraction. There are mainly three factors
included that associated with the strong brand such as favourability, strength and unique
characteristic of the brand (A Look at the Relationship Between Brand Image and Customer
Perception, 2016).
Beside this, Martínez, Pérez and del Bosque, (2014) stated that brand image work with
different perspective that helps to attain desired results in the hospitality industry. For instance,
favourability of Hilton hotel considered with its unique characteristic, image in front of
customers, etc. Therefore, the chosen business able to deliver creative results in the different
areas of the market. In contradicting, Yoon, Jang and Lee, (2016) argued that strengths are major
parameters that help to attract people through different variations. For example, variations in
accommodation, variation in food, etc. Ultimately, customers satisfaction is the major
perspective that determines through business services, brand, etc.
Recommendations
As per the view of Alnawas and Altarifi, (2016), technology and innovative ideas helps to
implement creative elements in the business. These are major perspective that help to create
innovation in hospitality industry. Hilton hotel need to implement the value proposition that
make inbound marketing tactics for successful building of brand. It makes clear understanding
towards the products and services that are inbound marketing tactics. In addition to this, Lien,
Wen and Wu, (2015) also explored their ideas and views that website design and structure also
creative aspect that make systematic record of the people help to lead them. It is useful element
that show brand is worth. Strong management of the activities are also designed to operate
creative elements in the business environment.
3. METHODOLOGY
Type of methodology
Methodology play important part in the research findings and outcomes. It helps to make
effective results in the enterprise. With the help of creative functions and operations, positive
impact could be generated in the business unit. First is research philosophy such as
interpretivism and positivism two kinds of philosophies exist (Altinay, Paraskevas and Jang,
2015). From the above, interpretivism research philosophy has been selected that assists to find
useful and fresh information at workplace. Further, research design also exist that help to explore
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research questions and its relations with outcomes. There are several kinds of research designs
such as descriptive, exploratory, experimental, etc. From these, researcher select descriptive
research design to find useful information in the business. In addition to this, research approach
another crucial element which help to generate positive outcomes in the business. In this
consideration, inductive and deductive two types of research approaches exist in front of
researcher (Cantallops and Salvi, 2014). Inductive approach has been selected which assists to
find useful information from new generated theory.
Data sampling
Data sampling also important tool that help to find creative results at workplace. In this
consideration, researcher use simple random sampling method which applied on 20 people which
are selected from the whole group (Rivera and Pizam, 2015). It is the best way to collect useful
information from the whole group on which 20 people are based.
Sources of data
There are two kinds of sources exist through data can be collected. For example, primary
and secondary. Primary data collected from the questionnaire which made on the selected topic.
Furthermore, it is also useful perspective that assists to make systematic results in the business.
In addition to this, secondary sources are used that help to find creative information from the
analysis (Dumay and Cai, 2015). With the help of these kinds of sources, other authors views has
been implemented in the aims and objectives. Apart from this, following questionnaire has been
prepared that assists to accomplish desired results in the business:
Questionnaire
Questionnaire
Section A
Name:
Age:
Gender:
Section B
1. How much do you like the brand of Hilton hotel?
 Highly satisfied
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 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
2. Do you agree that brand has a good reputation?
 Yes
 No
 Don't know
3. From the above, for which element you are preferred Hilton hotel for your preference?
 Brand name
 Price
 Reputation
 Promotional scheme
 Any other
4. How often do you buying services from Hilton Hotel
 In a month
 In every two month
 In 3 to 5 months
 In 6 to 12 months
5. How much are you satisfied from staff performance in the Hilton hotel?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
6. From the above which feature help to implement effective brand in the chosen business?
 Advance technology
 Discount
 Festival offers
 Any other
7. Do you want to give any advice to Hilton hotel?
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_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
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Limitations
In order to conduct the research, researcher face several issues and problems that create
impact on the results and findings. In this manner, due to limitation of time and cost, researcher
unable to find more specific data towards the aims and objectives. Furthermore, respondents are
not providing their useful participation and full efforts towards the creative results. In this
manner systematic records of the activities considered at workplace (Tsang, Lee and Qu, 2015).
Towards the business outcomes, it has been seen that, more effective information need to be
gather that help to accomplish desired results at workplace.
4. DATA ANALYSIS AND FINDINGS
Presentation of data
Theme 1 Customers are satisfied from the brand image of Hilton hotel
How much do you like the brand of Hilton
hotel?
Respondents
Highly satisfied 2
Satisfied 14
Neutral 2
Dissatisfied 1
Highly dissatisfied 1
Theme 2 Maximum respondents stated that brand name is important element to increase
reputation of the business
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Do you agree that brand has a good
reputation?
Respondents
Yes 17
No 2
Don't know 1
Theme 3 Brand names is the essential element for which customers of the chosen enterprise
looking
From the above, for which element you are
preferred Hilton hotel for your preference?
Respondents
Brand name 16
Price 1
Reputation 1
Promotional scheme 1
Any other 1
Theme 4 Maximum respondents are visiting the hotel from 3 to 5 months
How often do you buying services from
Hilton Hotel?
Respondents
In a month 1
In every two month 1
In 3 to 5 months 17
In 6 to 12 months 1
Theme 5 From staff members performances, customers are neutral neither satisfied nor
dissatisfied
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How much do you like the brand of Hilton
hotel?
Respondents
Highly satisfied 1
Satisfied 1
Neutral 15
Dissatisfied 1
Highly dissatisfied 1
Theme 6 Advance technology implementation is the creative tool that assists to attract
customers in the business environment
From the above which feature help to
implement effective brand in the chosen
business?
Respondents
Advance technology 15
Discount 2
Festival offers 2
Any other 1
Interpreting the data
Theme 1 Customers are satisfied from the brand image of Hilton hotel
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Interpretation: In respect to carry the present graph, it can be stated that there are 14 candidates
stated that they are satisfied from the brand image of Hilton hotel. In this consideration, they are
promoting effectiveness in the business to produce systematic results. Furthermore, there are 2
candidates highly satisfied from the business operations that increase brand image of the chosen
enterprise. Moreover, 2 respondents are neutral from the business outcomes and results which
could impact positively on the targets and aims and objectives. In addition to this, one candidate
who highly dissatisfied from the brand image of Hilton hotel.
Theme 2 Maximum respondents stated that brand name is important element to increase
reputation of the business
Interpretation: In respect to carry the above graph, it could be interpret that there are 17
respondents stated that brand name is the important aspect that increase reputation of the
9
2
14
21
1
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
17
2
1
Yes
No
Don't know

business in systematic manner. In this consideration, there are 2 respondents said that it is not
useful to increase performance of the business to attract several customers. Remaining one
person said that it cannot be interpret that it is useful or not for the business analysis.
Theme 3 Brand names is the essential element for which customers of the chosen enterprise
looking
Interpretation: In order to focus on the present graph, it can be interpret that there are 16
respondents exist that said that brand name of Hilton Hotel increasing systematic results and
outcomes to look for the profitable results and operations. In this consideration, 1 person said
that price of products and services important perspective that make creative results in the chosen
enterprise. Further, 1 person said that reputation of the business increasing systematic results and
performance to attract people in the business. 1 person also said that promotional scheme is
useful perspective that make innovative functions and outcomes in the business environment.
Theme 4 Maximum respondents are visiting the hotel from 3 to 5 months
10
16
1
1
11
Brand name
Price
Reputation
Promotional scheme
Any other