Analyzing Brand Image Impact on Tourist Behavior: Hilton Hotel Case

This research project investigates the impact of brand image on the buying behavior of tourists at Hilton Hotel, utilizing both primary and secondary data collection methods. The study aims to identify the effectiveness of brand image in achieving competitiveness, analyze tourist buying behavior, and examine the relationship between brand image and visitor behavior. Data analysis, based on thematic analysis of questionnaire responses, reveals customer satisfaction with cleanliness and services, the influence of recommendations from friends and colleagues, and the potential of marketing strategies to enhance brand image. The report concludes that brand image significantly affects consumer buying behavior and recommends strategies such as training and development, enhanced online services, and online surveys to improve overall performance and competitiveness.

Research project
( To id en tify th e im p act o f b ran d im ag e o n t he b u y in g b eh av io u r o f to u ri sts- a
stu d y o n Hilto n h o t el )

Table of content
Topic Page number
Introduction 3
Research objectives 4
Data analysis 5
Conclusion 13
Recommendations 14
References 15

INTRODUCTION
 Hospitality industry is one of the sector that provide some of the services such
as lodging, transportation, event planning and so on.
 The present research project is based on Hilton Hotel which perform their
operations in hospitality industry.
 Researcher has uses some tools and techniques so that the impact of brand
image can be identified on the buying behavior of consumers.

RESEARCH OBJECTIVES
 To identify the effectiveness of brand image in order to achieve the
competitiveness at the marketplace.
 To analyse the buying behaviour of tourists at Hilton Hotel.
 To examine the relationship between the brand image and buying behaviour of
the visitors.
 To provide the recommendations so that overall performance of Hilton Hotel
can be improved.

DATA ANALYSIS
 The data has been collected through both secondary and primary sources. Here,
primary data has been gathered through questionnaire and secondary is collected
through books, journals etc.
 The data is interpreted on the basis of thematic analysis where graphs are
formed on the basis of themes.

Theme 1: Customers visit Hilton Hotel once in a month

Theme 2: Friends and colleagues are the one who influence some of
the customers to visit hotel.

Theme 3: Customers will recommend services to their friends and
family on the basis of their experience

Theme 4: Customers are satisfied with the services of Hilton Hotel.

Theme 5: People are highly satisfied with the cleanliness in the hotel

Theme 6: Service users are satisfied with the prices of Hilton Hotel

Theme 7: Some customers are agreed that marketing strategies can
enhance the brand image of the organization