Research Report: Digital Technology Impact on Hilton Hotel Performance

This report examines the impact of digital technology and social media marketing on the Hilton Hotel. The research aims to assess how digital strategies influence the hotel's performance, focusing on profitability and market share. The report outlines the research objectives, questions, and methodology, including the use of both qualitative and quantitative research approaches, with a focus on a deductive approach and descriptive research design. Data collection methods include online questionnaires distributed to employees. The report also addresses research limitations, such as sampling errors and time constraints. Data analysis involves thematic analysis and graphical representations to present findings, alongside considerations for reliability, validity, and ethical considerations, ensuring data confidentiality and informed consent. The report concludes with a discussion on the significance of digital transformation in the hospitality industry and its implications for the Hilton Hotel.

Research Methodologies

TABLE OF CONTENTS
Title and Background to the Research Topic...................................................................................1
Chapter 1: Introduction....................................................................................................................1
Chapter 2: Research Methodology...................................................................................................2
Chapter 3 Data Analysis..................................................................................................................5
Chapter 4 Ethics, Values and Presentation .....................................................................................6
Literature Review.............................................................................................................................8
Chapter 1 Introduction of Literature Review...................................................................................8
Chapter 2 Main Body (Literature Review)......................................................................................8
Chapter 3 Conclusion.....................................................................................................................12
REFERENCES..............................................................................................................................13

Title and Background to the Research Topic
Chapter 1: Introduction
Background
Digital technology is crucial for hospitality industry in order to enhance its profitability
position and also maximise its market share. For present study, digital technology has been taken
as research topic so that better knowledge can be grasped and research outcome could be attained
in a better way. Moreover, social media channels are useful as large number of people shares
their opinion, has already been focused by organisation so that quality of services can be
improved and better services can be offered to them. Thus, overall reputation of Hilton Hotel
will be increased by incorporating digital technology in business and as a result, research
conclusion will be accomplished.
Research Aim: To assess the impact of social media marketing on hospitality sector- A study on
Hilton Hotel
Research Objectives
 To investigate influence of digital technology on overall performance of company
 To identify factors of digital technology and social media marketing making impact on
health of Hilton Hotel
 To recommend ways to Hilton Hotel for maximising profitability through usage of digital
technology
Research Questions
Q1. What factors impacts financial performance of Hilton Hotel engaged in hospitality sector?
Q2. Does social media marketing positively contribute for enhancing profitability position of
company?
Q3. What are major driving forces of digital technology on overall health of Hilton Hotel?
Rationale of study
Business uses certain techniques in order to simplify the operations in effective manner.
It can be said that organisation is enthralled by taking into consideration various modern
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techniques so as to attain profits. Digital technology is one of the major change which has largely
influenced hospitality sector up to a high extent. Digitisation has encouraged scholar in order to
analyse and assess how overall financial performance have contributed towards growth of
organisation in a better way. It helps researcher to analysis useful insights about the topic in hand
by and thus, conclusion can be accomplished (Godey and et.al., 2016.). Another element for
taking this topic is that financial performance can be evaluated with help of impact of digital
technology. This will help to assess final outcomes to research and as such, research questions
can be addressed with ease. Thus, all these elements have influenced scholar to undertake this
research.
Significance and purpose of study
Digital technology is one of the vital technique for modern businesses which takes into
account for maximising profitability up to a major extent. In relation to this, impact of digital
technology on Hilton Hotel will be analysed so as to gain useful insights about research topic.
On the other hand, factors contributing growth of company will be assessed in a better way
which will serve as a basis for attaining research outcome in the best way possible (Newman.
2018). Furthermore, digital transformation in hospitality industry has paved the way for mobile
integration as customers can effectively maintain indirect connection with Hilton Hotel and can
manage bookings by using mobile applications for check-in or may avail room service in hotel
and overall could easily plan a trip without interacting with human.
Chapter 2: Research Methodology
Research Type-
Research is undertaken to attain answers of research questions in a better way. There are
various types of research namely qualitative and quantitative. For present study on Hilton Hotel,
scholar will use both types so as to obtain desired results in the best possible manner. Qualitative
research is that research which cannot be assessed by means of mathematical figures or does not
take into account mathematical models for contributing towards outcome of research (Felix,
Rauschnabel and Hinsch, 2017).
On the contrary, quantitative research means it takes numerical figures, facts and resolves
questions of research in effectual way. In addition to this, complete emphasis is made on data
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collection, summary of data and as a result, inferences are drawn from collected data. Thus, both
techniques will be utilised by which research could be completed within stipulated time.
Research Approach-
Research philosophy is used in order to analyse and make proper analysis for resolving
issues in effective manner. There are two types of research approaches such as inductive and
deductive which could be used by researcher for particular purpose. Deductive approach is used
for developing hypothesis and is based on existing theory for which outcome of research can be
tested. If hypothesis gets accepted, then general theory is successfully transformed in accordance
to particular aim of research.
On the other hand, inductive approach is another useful approach which starts by
observing elements at end of research process and thus, theoretical aspect is also taken. Seeking
this, deductive approach will be used by scholar in order to make analysis of impact of digital
technology on Hilton Hotel.
Research Philosophy-
Philosophy in research is another step directed towards attainment of research objectives
and aim in effective manner. Data needs to be taken so that further steps could be taken for
accomplishing research outcome. Interpretivism and positivism are both highly used
philosophies which could be utilised by researcher for achieving results with ease (Kim, Li and
Brymer, 2016).
Positivism is research philosophy used in accordance to the business for collecting data
by applying quantitative techniques for attaining outcome. On the other hand, interpretivism is
used for deeper investigation and as a result, proper and useful insights could be accomplished
for assessing impact of social media marketing on Hilton Hotel. In relation to this, both research
philosophies will be used so as to undertake research quite effectually.
Research Design-
Research design is useful as scholar is able to analyse what steps are to be followed for
accomplishing conclusion in the best possible way. In simple words, complete schema of
research is provided by which researcher could easily attain desired results. There are generally
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two types of research design namely descriptive and exploratory research are used to attain
results with ease.
Descriptive research design is used for achieving outcome by incorporating set of
methods and process for giving description of variables under study. In relation to this, 30
employees of Hilton Hotel will be taken as sample with the help of which research would be
undertaken with ease. Exploratory research is used for exploring study for attaining useful
insights. Thus, descriptive design will be applied for generating accurate results (Alves,
Fernandes and Raposo, 2016).
Sampling-
Data needs to be gathered but due to large population, entire information present in the
universe cannot be taken because of diversity. Sampling technique is another useful measure
which helps researcher to carry out only relevant sample of population which serves purpose of
investigation. It is one of the productive tool by using sample which is representative of whole
population.
Probabilistic and non-probabilistic methods of sampling can be used by researcher for
attaining outcome in an comfortable manner. In relation to this, simple random sampling will be
used for making out analysis by taking 30 employees of organisation and as a result, researcher
could easily attain results in a better way. The viewpoints of workers would be assessed by
scholar which will be fruitful for carrying out analysis of research with ease.
Data Collection-
Data collection is crucial step in research as outcome cannot be achieved without taking
into consideration academic and related data in an optimum way (Xiang, Du, Ma and Fan, 2017).
There are generally two types of data named as primary and secondary data which can be used
by scholar in effective manner for generating results. Primary data is first-hand data which is
collected by researcher. Online questionnaire will be mailed to employees of Hilton Hotel in
order to make analysis of viewpoints and as a result, primary data will be gathered helpful for
assessing final outcome of research.
Another is secondary data termed as second-hand used as it is available from books,
journals, internet articles etc. serving the current purpose of research. Usually, secondary data is
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used for taking into account data already being used and published by previous researcher.
Hence, it saves time as it can be incorporated for current research. Thus, both types of data will
be used.
Research Limitations-
For completing study, there are various constraints which hinders the results up to a high
extent. In carrying out research, it is required that all of issues could be resolved so that accuracy
of results cannot be hampered. However, problems exists which have bad influence on result
attained. First of all, primary data will be gathered by taking sample of 30 employees of Hilton
Hotel. It can be identified that since there are too many branches of hotel, and each and every
employees of hotel could not be taken as it is time-consuming process (Bowie, Buttle, Brookes
and Mariussen, 2016).
Thus, sample will be taken which will act as a representative of total workers. Hence,
sampling error will be high implying research limitations hampering complete results undertaken
in study. Furthermore, it is also required that proper resources should be available with the help
of which data can be analysed and as a result, conclusion can be attained with ease. Time
constraints also affects research up to a great extent and thus, results gets affected. Hence, it can
be analysed that because of these limitations, inaccuracy always prevail and final outcome is also
not appropriate.
Chapter 3 Data Analysis
It is regarded as a backbone of research undertaken in hand for achieving certain
conclusion. First of all, data is gathered and summarised in particular way, then data analysis is
made for ascertaining research in a proper direction. In relation to this, data needs to be presented
in a manner which could be easily understood by researcher. Moreover, it is quite essential for
attaining results in presentable format (Alalwan and et.al., 2017).
After gathering data, data analysis will be done by conducting thematic analysis in the
best way possible. On the other hand, qualitative and quantitative analysis will be done in order
to synchronise data with ease. Facts and findings will be accomplished which would serve basis
for research topic in hand. Thus, various themes will be made and accordingly, graphical
representation will be done for effective presentation of results.
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Chapter 4 Ethics, Values and Presentation
Reliability and Validity-
Research is undertaken for presenting outcome and propose theory in effectual manner.
Reliability is being main element which will help researcher to proper address research
questions. It is required because it will influence other scholars who study on similar topic and
same results could be achieved by them. Reliability of the data provides that observation made is
as per subjectivity of observer or not. Issue of subjectivity occurs because when subjective
approach is taken, reliability gets compromised.
On the other side, validity means that whether scientific approach is being followed by
the researcher or not. In simple words, timescale is followed or not for completing project in
appropriate time. This will help to analyse whether firm is benefited by deployment of social
media marketing channels. Sampling method is used to analyse viewpoints of population in
certain parts and thus, benefits could be attained in effectual manner. All reliable sources are
taken after 2011, recent internet articles and journals are taken (Hudson and et.al., 2016). Thus,
reliability is taken into consideration and valid conclusion can be drawn with the help of data.
Ethical Considerations-
Data needs to be gathered in a better way but is required that it should be kept
confidential and may not reveal the same to third party. It is because relevant information will be
taken into account by mailing questionnaire to employees of Hilton Hotel for assessing impact of
social media marketing on financial performance in effective manner. Moreover, consent of
workers will be taken and as such, researcher would be able to carry out purpose of research.
The information disclosed by employees will be kept secretly and as such, academic
interests will be met in effectual way. Apart from it, scholar is obliged for clarifying purpose
behind collecting data from respondents and ensure no infringement may be made. This will be
beneficial for researcher as proper and true information would be provided by respondents which
will help to accomplish research aim and objectives quite effectually. Furthermore, these ethical
considerations will be taken for attaining research outcome within stipulated time. The time plan
is prepared below and will take 20 weeks of time to complete project.
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Activities / weeks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Making research
proposal
Choosing research
topic
Making aim and
objectives
Formulating
Literature review
Articulating research
design
Choosing methods of
research
Formulating
questionnaire
Mailing
questionnaire
Outcome of
questionnaires
Arranging gathered
data
Making analysis of
data collected
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Conclusion of
research
Suggesting
Recommendations
Project completion
Feedback
Final submission of
research report
Literature Review
Chapter 1 Introduction of Literature Review
Literature review may be served as an analytical process which lays emphasis on the
evaluation of scholarly articles. It helps in gaining theoretical knowledge about the particular
topic. In this, for assessing the impact of social media marketing on the sales performance of
companies in the context of hospitality sector several articles have been evaluated. As per the
research aim and objectives several themes have been prepared for developing understanding
about the concept of social media marketing and its association with sales performance. Several
models and concepts have been applied to identify the extent to which social media marketing
helps in influencing decision making aspect of customers and thereby sales revenue.
Chapter 2 Main Body (Literature Review)
Consideration of factors influencing social media marketing on profitability of organisation
As per the views of Song and Yoo (2016), social media marketing has evolved and
gained much presence in today's scenario in effective manner. It has changed the way for
company to promote its products and services. Consumer's preferences have also undergone
change as they are shifting their demand over internet and making online bookings on internet by
managing bookings. Hilton Hotel is benefited with the help of social media marketing as it posts
packages, room services and related promotions which influences customers and they avail
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discounts and rebates through such marketing. Furthermore, business is able to attain higher
profits because it is cost-effective mechanism leading to have higher revenue for hospitality
industry. It can be analysed that travel and tourism industry is $1.2 trillion and there is major
incentive which will grow in forthcoming periods.
Kim, Kim and Heo (2016) says that social media is time-saving for company as it is able
to reduce finances particularly used for advertisement payments. This is because cost of
promoting in social media sites are quite cheap i.e. on Facebook, Twitter in comparison to
traditional marketing and as a result, modern tools could be used for better promotions and it is
offered to larger audience. Trust related to information should be present so that consumer's may
easily avail as there are large number of unreliable sources which are offered to customers and
they do not trust sites. Hence, it is required that proper analysis must be made by marketers while
posting advertisements on social media. Privacy is another concern so that storage and theft of
data cannot take place. Level of information are being accessible by people and theft may
disrepute the business as a whole.
Significance of social media marketing in hospitality sector
According to Jones, Hillier and Comfort (2016), in today's world, internet has a huge
impact on the business. One of the main platform which is mostly used in internet is the use of
social media for doing promotional activity of their products or services in market. This helps an
organization to increase their branding effectively. Due to the impact of social media, the
relationship between brands and consumers have changed a lot. Companies can implement
various strategies through which they can identify their target consumer’s demands, likes and
dislikes through social media marketing. There are various social media platforms which can be
used by an organization, such as, Facebook, Twitter, LinkedIn etc.
Phillips, Barnes, Zigan and Schegg (2017) stated that this can have a negative impact on
their business as well. It can affect their performance to a large extent as it gives immense
control and power to consumers and large corporations to give negative feedbacks as well which
can affect their reputation in industry. As per the view of Harrigan, Evers, Miles and Daly
(2017), they said that promoting services on social media marketing has a huge advantage over
traditional methods, such as, it can help in improving customer insights through which it
becomes easy for the company to perform their functions effectively. It also helps in
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establishing a connectivity with their clients or customers. This process is also cost efficient
which is a great thing for any business owner. The major impact of this social media marketing is
that it assist in enhancing the overall sales and productivity for the organization which is very
beneficiary for them in maintaining their reputation in the industry.
Social media marketing is a new technique of marketing which is adopted by almost
every business to reach their consumers on the virtual networks. If an individual have an idea
and want it to reach millions, at a very little cost, then social media is the only way out of it. An
Godey and et.al., (2016) defined and suggested that social media marketing is the process that
empowers individuals to promote their websites, services and products through online social
channels and tap into a much larger community. Another Tuten and Solomon, (2017) has related
social media marketing to the relationship marketing where firms need to shift from trying to
selling to make connections with the consumers.
All these significances of social media marketing were also criticized by an
Stephen, (2016) that it is easy to caught up in social media and post whatever comes to mind
which can have huge consequences for any business. Further, criticised that it is time consuming
and need lot of effort and time in order to maintain an interactive social media presence. This
criticism was assisted by an Alves, Fernandes and Raposo, (2016) who said it is sometimes more
difficult to devote the needed resources to social media. An author stood up against this criticism
and said maintaining public relations through social media has become easy because numerous
potential consumers are available on the virtual networks.
Impact of social media marketing on financial performance of company
Ladkin and Buhalis (2016) says that social media has the largest coverage for
organisation as it can easily access by people in a better way. It is analysed by company that how
much time is spent on an average by customer on media, reasons for why social media is being
used, number of people daily access it. This analysis have been ideal for using such tool of
marketing in order to increase profitability of hospitality industry up to a major extent. Sales
revenue of firms in hospitality industry have been considerably increased but they have benefited
mainly by social media marketing. Commercial entities are able to increase profits in effective
manner. Kim and Park (2017) argues that main driving force for hospitality industry is that
mobile applications have also enhanced profits. This is because customers can manage their hotel
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