Customer Retention in Hospitality: Digital Marketing Strategies

This report critically evaluates the role of digital marketing in enhancing customer retention within the hospitality and tourism industries, with a specific focus on the Red Carnation Hotel in the UK. The investigation explores the relationship between digital marketing strategies and customer loyalty, examining various factors influencing customer retention, such as online marketing and customer service. The research employs a systematic process, including literature reviews, and the selection of appropriate data collection methods, including both primary and secondary data. The report also assesses research philosophies, specifically positivism, and discusses the application of various digital marketing techniques to improve customer retention rates. The report further addresses issues of reliability and validity in data collection, offering solutions and proposes a research project suitable for this level of study. The findings provide valuable insights into the effectiveness of digital marketing in fostering long-term customer relationships and driving business success in the competitive hospitality sector.

Advance research methods for tourism and
hospitality
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Table of Contents
LO 1......................................................................................................................................................3
1.1 Context of advanced research methods ....................................................................................3
1.2 Evaluation of the research process.............................................................................................4
1.3 Critical assess the development of research in tourism and hospitality ...................................5
LO 2 .....................................................................................................................................................6
2.1 Research philosophies and their application to tourism and hospitality research.....................6
2.2 Range of sources of information to support and develop research............................................6
Digital Marketing.................................................................................................................................6
Importance of customer retention at hospitality and tourism..........................................................7
Importance of digital marketing for hospitality and tourism...........................................................8
Factors which drives customer retention.........................................................................................8
2.3 Different approaches to research...............................................................................................9
LO 3 ...................................................................................................................................................10
3.1 Appropriate research methods in tourism and hospitality ......................................................10
3.2 Evaluation of range of information sources to make effective decisions around the collection
of data ...........................................................................................................................................12
3.3 Critically evaluate different approaches of data collection .....................................................13
LO 4....................................................................................................................................................14
4.1 Critically evaluation of range of secondary data ....................................................................14
4.2 Critically evaluate complex sets of primary data ....................................................................15
4.3 Qualitative and quantitative data in a complex mixed method
approach to research......................................................................................................................15
LO 5....................................................................................................................................................16
5.1 Issues of reliability and validity in data and identified solutions............................................16
5.2 Plan a research project appropriate for the level of study........................................................16
5.3 Research proposal ...................................................................................................................16
REFERENCES...................................................................................................................................19
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LO 1
1.1 Modern investigation methods
Goal:
To critically evaluate the role of digital marketing in increase customer retention in
hospitality and tourism with respect to Red Carnation Hotel, UK.
Brief description about investigation topic:
Introduction of hospitality and tourism:
With the evolution of society, human activities promotes the development of many industries
in which hospitality and tourism are two sectors. Hospitality is called hotel management and it
includes human resource management, material management, quality management, financial
management etc (Walker, and Walker, 2012). On the other hand, tourism delivers tourism resources
and facilities to travellers such as transportation, shopping, entertainment, catering and many other
things.
Relationship between hospitality and tourism industry:
Hospitality is an important part of tourism and leisure. It has delivered the personal touches
in the form of holidays. It encourages the travellers and tourists to spend more time and money at
the location and later recommended the place to their friends. It is very well known that provision of
food and beverages during the travelling is an important part of travel experience which is not
completing without the help of hospitality (Font, 2002). It is impossible to think to about tourism
experience without provision of hospitality facilities. The limitations between travel, tourism,
accommodation and leisure is not easy to define because they are blending into each other.
Therefore, it can be said that tourism and hospitality both are interdependent on each other.
Introduction of customer retention:
At present, the hospitality facilities attracts large number of tourism (Williams, 2006). In this
context, customer retention requires to improve for the hotels. It is an activity which is use by the
organizations in order to decrease customer defections. Moreover, consumer retention is a major
concern of the business at today's time. There are various factors that affecting customer retention in
hospitality and tourism industries (Lashley and Morrison, 2000). For this sector, the organizations
must adopt some strategies to raise service users retention.
Subjective:
 To evaluate the importance and meaning of customer retention and digital marketing within
hospitality and tourism industry.
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 To explore the different factors which affect customer retention in hospitality and tourism
industries.
 To identify the relationship between customer retention and digital marketing in Red
Carnation Hotel. To suggest some best methods of digital marketing to increase customer retention in Red
Carnation Hotel.
Investigation inquiries:
1. How digital marketing helps in increase customer retention in hospitality and tourism
industries?
2. What are the different factors which affecting customer retention?
3. Explain the relationship between digital marketing and customer retention?
1.2 Assessment of investigation process
An important task for a researcher during conducting a research is following a systematic
process. With the help of following research process, the investigator can complete the investigation
in right direction and achieve the objectives. A research process includes some steps which is use to
collect and analyse information with the intention of understanding the investigation issue in
effective manner. According to Creswell, 2013, “research process has contain three things: framing
of question, collection of answer of question and represent solution of query” (Creswell, 2013).
Basically, the question has developed by own researcher when he has made an investigation on a
particular subject. The identified gaps during the research has helped in framing the research
questions. But Daniel and Sam, 2011 has not agreed with the above statements and stated that
“selection of research area is an essential part of research process” (Daniel and Sam, 2011). For
conducting a research, it has needed for a researcher to select a investigation area as per his own
professional or personal interests. But the most important thing during selection of investigation
subject, the research statement must be true. The research area of present enquiry is increase
customer retention. In this context, Fiegen, 2010 has asserted that “formulation of aim and
objectives is a part of research process” (Fiegen, 2010). The selection between development of
research questions and formulation of hypothesis are completely depending on research approach.
For the present investigation, the aim of the inquiry is evaluation of role of digital marketing in
increase customer retention in tourism and hospitality industries.
On the other hand, Garner and Scott, 2013 has suggested that “conducting the literature
review is an another step of research process” (Garner and Scott, 2013). Under this stage, the
different types of secondary information sources has used to gather the various information related
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to the investigation topic. In the context of the present research, the researcher has selected wide
range of secondary sources of information such as newspapers, online books, articles, previous
researches, magazines etc. As per the research of Goddard and Melville, 2004, it has found that
“selection of data collection method is having the similar importance as a literature review”
(Goddard and Melville, 2004). The choice of data collection methods has based on subject of the
investigation and pros and cons of other alternative data collection techniques. For the current
research, the researcher has selected both primary and secondary data collection methods because it
will help in gathering those information which will similar to investigation subject. In this context,
Kumar, 2014 has sated that “the methods of primary data collection method has required in
research process” (Kumar, 2014). The choice of technique of primary data collection has based on
aim and objectives of the investigation. The tool used by the researcher for present study has
questionnaire. The structure of questionnaire has formal and systematic which assist in achieve the
objectives of the investigation in appropriate manner. Similarly, McMillan and Schumacher, 2014
has stated that “data analysis is also a part of research process which play an important role in
meeting the aim and objectives of the research” (McMillan and Schumacher, 2014). Selection of
data analysis method has depended on the gather information and technique used for data
collection. Therefore, from the above discussion and studied of various authors or investigators, it
has found that all the steps of research process has equally important for conducting the study
related to evaluate the role of digital marketing in increase customer retention in hospitality and
tourism industries.
1.3 Critical assessment of evolution of investigation in tourism and hospitality
At present time, most of the people are now taking interest in various leisure activities. It
promotes both hospitality and tourism industries and these are now become a fastest growing
sectors in the world. It is needed for tourism and hospitality organizations to not only attract the
new customers or just meet their satisfaction level but also retain them for long time (Barrows and
Powers, 2008). In this concern, all types of hypothesis related to increase customers retention has
applied. For hospitality organizations, it has impossible to match all the expectations of the service
users all the time. This is the reason of decrease number or interest of consumers in a particular
hotel (Ottenbacher and Gnoth, 2005). Further, it is needed to carrying out the investigation to
determine various techniques of digital marketing with the intention of increase service users
retention.
On the other hand, the following research has also consist practical significance. At present,
most of the hospitality organizations are starting focusing on attracting the new customers by
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offering wide range of services such as accommodation, food and beverages etc (Mehmetoglu,
2004). To retain them and getting their attention, firms are using different techniques of digital
marketing. Hence, the aim of following research is evaluate the role of digital marketing in increase
customers retention in hospitality and tourism industry.
LO 2
2.1 Research philosophies and their application to tourism and hospitality research
According to Sobh and Perry, 2006., “research philosophy is a method which help in
defining the steps of data collection and its analysis” (Sobh and Perry, 2006). It reflects the
important presumes which have been already taken by the researcher for the investigation.
Generally, research philosophy is based on the sets of various assumptions, concepts and values. In
a simple words, it can be said that it has define the thinking and knowledge of the scholar related to
the research subject. There are two types of research philosophies: interpretivism and positivism.
Bordens and Abbott, 2002 has stated that “positivism research philosophy is a structured
methodology that generalized and quantified the observations as well as evaluate outcomes with the
use of statistical methods” (Bordens and Abbott, 2002). Under this method, the researcher can
gather all information such as facts and figures which are related to the investigation issue.
But Cochran, 2007 has asserted in the contrast of the above statement that “the investigator
plays a role of objective analyst to assess the data collection and generate an appropriate outcomes
with the purpose of achieve the aims and objectives of the investigation” (Cochran, 2007).
Positivism research philosophy relates the opinions or viewpoints of the researcher which he wants
to focused during the investigation. On the other hand, from the research of Candè and Wakin,
2008, it has found that “interpretivism research philosophy has used subjective concept to address
the research in the right direction” (Candè and Wakin, 2008). It has played an essential role in order
to generate final outcomes from the collected information. At the time of using interpretivism
research philosophy, the investigator has considered various factors such as living standards,
culture, group or individual belief etc.
The present research is related to evaluate the role of digital marketing in increase customer
retention in hospitality and tourism. For this, the researcher has been selected positivism research
philosophy (Särndal, Swensson and Wretman, 2003). The reason behind selecting the following
research philosophy by the scholar is to determine the relationship between the digital marketing
and customer retention in hospitality and tourism industry with the respect of Red Carnation Hotel.
Another reason of using positivism research philosophy is for analysing the collected data,
quantitative research type has used (Csikszentmihalyi and Larson, 2014). With the help of this, the
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researcher has able to get objective information and meet the objectives of the investigation.
2.2 Literature Review
Digital Marketing
According to Chaffey, Smith and Smith, 2012 “digital marketing can be defined as a promotional
tool in which promotion is done through electronic media” (Chaffey, Smith and Smith, 2012). On
the other hand, Leeflang, Verhoef and Freundt, 2014 stated that “digital marketing is an umbrella
term which is used of targeting, measuring and in performing interactive marketing for goods and
services with the help of digital marketing” (Leeflang, Verhoef and Freundt, 2014). However, it is
the cheapest form of advertisement and one of the best way to convey information. In this context,
there are many social media like Facebook, Twitter, YouTube, etc. through which firm can be post
their advertisement and attract more and more customers (Tiago and Veríssimo, 2014). In addition
to this, there are many activities involved in digital marketing which are very helpful in e-commerce
marketing, content automation, etc. (Stone and Woodcock, 2014). Further, it is a wide topic which is
growing rapidly and helping customers and businesses to perform their operations effectively. It
does not have a vast history but do have strong influence over all users. As per Royle and Laing,
2014 “business develop digital marketing strategy in which they decide on the steps which will be
taken on order to promote their product or services” (Royle and Laing, 2014). Digital marketing is
used at all industries and has proved to be effective.
Importance of customer retention at hospitality and tourism
Järvinen and Karjaluoto, 2015 has stated that “Customer retention is an activity which is
conducted by the organisations for preventing customer defection for sustainable growth” (Järvinen
and Karjaluoto, 2015). Similarly, Khan and Siddiqui, 2013 has said that “It is a process ” (Khan and
Siddiqui, 2013). All the organization aim at gaining maximum profit and it is only possible when
firms focus on attracting more and more customers. In this context, it is very essential for the
organizations to understand the needs and wants of customers and in develop products or services
which would be helpful in satisfying customers (Taiminen and Karjaluoto, 2015). There are many
organizations which provides similar products and it is very essential for the firms to develop
strategies with the help of which they would be able to attract customers. In this context, firms
develop different strategies through which they achieve their desired goals and objectives.
According to Andreani, Rokka and Conchon, 2014 “retention of customer is better than attracting
new one” (Andreani, Rokka and Conchon, 2014). However, Levy and Gvili, 2015 stated that “firm
should put on their efforts to attract both new or old once” (Levy and Gvili, 2015). As per
JÄRVINEN, Tollinen and JAYAWARDHENA, 2012 “regular customers already know the services
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provided by a particular organization” (JÄRVINEN, Tollinen and JAYAWARDHENA, 2012).
However, there when the needs and wants of their regular customers are identified, then they will be
able to retain their customers. According to Yasmin, Tasneem and Fatema, 2015 stated that “use of
technology plays vital role in retaining customers as with the use of technology firm will be able to
understand their customers more clearly and will be able to provide fulfil their needs and wants
effectively” (Yasmin, Tasneem and Fatema, 2015). On the other hand, even in tourism there is high
competition and it is very essential for the firm to retain customers so as to compete effectively.
Importance of digital marketing for hospitality and tourism
As per Oliveira, Santos and Sousa, 2014 “it is very important for the management to use
digital marketing” (Oliveira, Santos and Sousa, 2014). Gershon, Robinson and Wilder, Zencolor
Corporation, 2013 stated that “use of internet has rapidly increasing and firms should focus on using
it effectively” (Gershon, Robinson and Wilder, Zencolor Corporation, 2013). There are many
hospitality and tourism firms which provide their customers with online services like booking
tickets, cancellation, different destination, etc. According to Chaffey, Smith and Smith, 2012
“mostly all the services which the customers expects can easily be booked through internet”
(Chaffey, Smith and Smith, 2012). However, Leeflang, Verhoef and Freundt, 2014 stated that “for
travel agency, when they plan any kind of tour package they have to look after all the other services
which are related to it like food, accommodation, travel, etc.” (Leeflang, Verhoef and Freundt,
2014). In this context, organizations have provided their services users with the facility to choose
their preferred services. Through internet customers can get all the information regarding the
services which will be provided to them (Tiago and Veríssimo, 2014). Moreover, they can also get
know the experience of the customers who used these type of services. As it was discussed above, it
is the cheapest tool through which organizations can provide information regarding their services
products easily. According to Stone and Woodcock, 2014 “customers may be having many doubts
regrading the services which would be provided to them it can be easily solved with the help of
internet” (Stone and Woodcock, 2014).
Factors which drives customer retention
According to Royle and Laing, 2014 “customer retention is the key driver for long term
profit and growth is through marketing” (Royle and Laing, 2014). However, there are firms which
focus on attracting new customers rather than retaining. There are many things which has to be kept
in mind so as to retain customers (Järvinen and Karjaluoto, 2015). Following are few of the things
which can be followed by organization in retaining service users:
Reducing attraction: As per Khan and Siddiqui, 2013 “it is very important of the firm to know the
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areas in which customers dislike the product or services” (Khan and Siddiqui, 2013). The only
reason because of which customers bend towards other services would be because of additional or
better services provided to customers. Taiminen and Karjaluoto, 2015 stated that “when customers
are provided with the services which they expect, then they could be retained easily” (Taiminen and
Karjaluoto, 2015).
Additional services: According to Andreani, Rokka and Conchon, 2014 “customers should be
treated like kings of queens. However, when customers are provided with additional services, then
customers could be retained or regular customers could be changed to loyal” (Andreani, Rokka and
Conchon, 2014).
Getting customers feedback: Levy and Gvili, 2015 stated that “collecting feedback will help in
know the areas in which they lack or the areas which customers do not prefer” (Levy and Gvili,
2015). However, Yasmin, Tasneem and Fatema, 2015 stated that “improvements could be make on
their products or services” (Yasmin, Tasneem and Fatema, 2015). As customers use the product so
they know the drawbacks and expectation for the product.
2.3 Various approaches to investigation
Research approach is a method of developing a new hypothesis by clearly understand the
research problems (Research approach. 2015). The selection of appropriate approach affects the
final outcomes of the investigation. Deductive or inductive are two types of research approach. As
per the research of Creswell, 2013 “deductive method has utilized to tests the validity of the
assumptions which has been taken the researcher before conducting the investigation” (Creswell,
2013). It has defined the relationship between various variables which has required to explained
during the study by the investigator. In addition to this, Blackstone, 2016 has stated that
“quantitative research types has used to collect the information” (Blackstone, 2016). There are not
set rules and process for gathering the information. On the other hand, Daniel and Sam, 2011 has
asserted that “with the help of inductive research approach, the scholar can generate a new
hypothesis or theory from the gather information” (Daniel and Sam, 2011). Under this method, the
research has moved from specific discussion to the general discussion. Along with this, the research
questions usually use by the researcher to carry out the investigation. According to Fiegen, 2010,
“inductive research approach is having the flexible research structure which help in implement the
new changes during the study” (Fiegen, 2010). The findings of the investigation can not be
generalized and for this, the researcher has required to understand the research problem in deep
manner. There is not any kind of theories apply in inductive research approach and start the study
with detailed observations. As per the view points of Flick, 2011 “inductive approach has based on
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learning from experience” (Flick, 2011). During applying the following framework, the researcher
looks for outcomes from the collected data.
The following research has based on to evaluate the role of digital marketing in increase
customer retention in hospitality and tourism. For this, the researcher has been selected inductive
research approach because it help in attaining the objectives of the study (Garner and Scott, 2013).
For this, the investigator has been collected data from both primary and secondary sources. After
this, a pattern of gathered information has prepared and analysed. The observation of the data has
helped in developed an appropriate conclusion which assisted in achieve the aim and objectives of
the study. Another reason of adopting inductive approach by the investigator during the research
has began the study with some specific observations and finally develop general conclusion
(Goddard and Melville, 2004). In addition to this, the reason of not using deductive research
approach by the researcher in the current investigation is there have no hypothesis has developed by
the scholar.
LO 3
3.1 Selection of right research methods in tourism and hospitality
To carry out the investigation in exact direction, it has important to select right research
methods. It has considered the essential part of the investigation to reach out the conclusion of the
study (Research Methodology. 2015). The following research has based on to evaluate the role of
digital marketing in increase customer retention in hospitality and tourism sectors. For this, the
different research methods can be used which are as follows.
Research design: According to Kumar, 2014, “research design refers to a strategy which is
selecting by the researcher to integrate the various aspects of the study in logical and rational
manner” (Kumar, 2014). With the help of this, it becomes easy to address the research questions,
collect and analysed the data. There are two types of research designs: descriptive and exploratory
research designs. As per the research of McMillan and Schumacher, 2014, it has been found that
“the aim of descriptive design is observe the research problem and describe in well manner”
(McMillan and Schumacher, 2014). It is a kind of study which is design to collect and evaluate the
data without making nay kind of manipulation. The quantitative research has utilized to assess the
information.
On the other, Sobh and Perry, 2006 has stated in the contrast of the above statement that
“exploratory research designed has conducted for that condition when research problem has bot
been clearly defined for the researcher” (Sobh and Perry, 2006). The aim of the following research
design is explore the study in deep manner. With the help if this, it can easy to explain the causes of
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research problems and alternative solutions of it. Similarly, Bordens and Abbott, 2002has stated that
“exploratory research design has simply explored the research questions of the study without
including the previous or past researches” (Bordens and Abbott, 2002).
The following research has related to evaluate the role of digital marketing in increase
customer retention in hospitality and tourism. For this, the descriptive research design has been
selected by the researcher because of determined the relationship between digital marketing and
customer retention with the respect of hospitality and tourism business (Choosing appropriate
research methodologies). Under this method, the research interacts with participants who has
involved in survey to gather the required information.
Research type: Quantitative and qualitative are two types of research. According to Wyse, 2011
“qualitative research has delivered a complete and detail description about the research” (Wyse,
2011). It is suitable for gaining a depth understanding for underlying reasons. At the same time, it
has assisted the researcher to developed new ideas and hypothesis for conduct the investigation to
next stage. But Cochran, 2007 has not supported the above stated statement and asserted that “the
purpose of using quantitative research type for the investigation is quantified the gather
information” (Cochran, 2007). The outcomes of the investigation has gained from measurement of
different opinions of the respondents. It has delivered a broad base of insight on research problem
which assist the researcher to recommend some course of actions to solve the issues.
The present research has related to evaluate the role of digital marketing in increase
customer retention in tourism and hospitality. For this, the researcher has been chosen quantitative
and qualitative research types because a systematic and structured questionnaire has prepared for
collect the information in numeric form (Candè and Wakin, 2008). The outcome of the investigation
become more generalized, valid and reliable. The reason of selecting qualitative research type for
the following study is it has focused on subjectivity of the investigation and the responses of the
participants has unstructured.
Sampling: According to Särndal, Swensson and Wretman, 2003, “sampling is technique to select
suitable sample for an experiment from a given size of population” (Särndal, Swensson and
Wretman, 2003). The group of people who are participating in survey are representing the target
population. For the researcher, it is important to select the right and suitable sample size for the
research because of accomplished the aim and objectives of the investigation. In this context,
Csikszentmihalyi and Larson, 2014 has stated that “there are various types of sampling methods
which can be used by the researcher in the research as per his convenience and type of the study”
(Csikszentmihalyi and Larson, 2014). Random, systematic, convenience, quota etc are the basic
form of sampling.
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To address the research to evaluate the role of digital marketing to increase customers
retention in tourism and hospitality, the scholar has been selected random sampling. The reason
behind selecting the following framework is it works on probability approach. The sample
population for conducting the research is management team of Red Carnation Hotel of UK
(Creswell, 2013). The sample size of the respondents has 20. During taking samples, the different
aspects of participants have considered by the investigator such as gender, age, profession etc.
3.2 Evaluation of range of information sources for collection of data
The researcher can take help of different information sources to collect the data. In this
context, there are two sources of information: primary and secondary. The selection of appropriate
source of information saves the time of the researcher and helps in get relevant information ( Daniel
and Sam, 2011). The evaluation of wide range of information sources to make effective decision
around the data collection are as follows.
Primary sources of information
Questionnaire: The purpose of this method is getting lot of information from the respondents easily
and quickly in a non threatening way. It is easy to compare and analyse the responses and opinions
of the respondents (Fiegen, 2010).
Interviews: It is applying in that condition when the researcher wants to completely understand
respondents experiences or gain more information on a particular topic. It has provided the
flexibility to the researcher to conclude the outcome of the investigation in different format.
Observation: For gathering the right information about research problem, the observation method
can be used. Here, the researcher has observed the things without making any kind of discussion
with the respondents (Flick, 2011).
Focus groups: With the help of the following primary source of information, the researcher can
explore the research subject in depth via group discussion such as understand the reactions,
experience etc.
Secondary source of information
There are various types of secondary sources of information which help in getting the
appropriate information about the particular research problem. Books is one of the secondary source
of information which deliver the complete overview of research topic to the investigator (Garner
and Scott, 2013). Basically, the included information in the books are well researches and enclosed
various references of other sources. On the other hand, journal is another secondary source of
information which is collection of different articles related to particular subject. With the help of
this, the scholar can easily get the latest information on specific research topic. It is considering the
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good source of information for further investigation (Goddard and Melville, 2004).
Beside this, the investigator has considered magazines as a secondary sources of
information. It has included the various professional interest which helped researcher to gained
more knowledge on particular research areas (Kumar, 2014). In addition to this, the scholar can
access different websites to quick access the information so that the research problem can be well
define and understand. On the other side, the previous reports on similar investigation topic, the
researcher can easily get the wide range of information in detail and it also included statistics as
well as research findings (McMillan and Schumacher, 2014). This helps in guide the investigator to
carry out the investigation in the right direction. Newspapers and conferences papers are also be a
good sources of secondary source of information. Therefore with the help of above stated different
secondary sources of information, it helps the researcher in making effective decision around
collection of data. Synthesise
3.3 Evaluation of various approaches of data collection
As per the research of Sobh and Perry, 2006, it has been found that “there are two methods
of data collection: primary and secondary” (Sobh and Perry, 2006). Both sources are more
important in research because these are helping the researcher to gather the required and essential
information about the research problem and moving the investigation in the right direction.
According to Bordens and Abbott, 2002, “primary data collection is a method in which data is
collecting by the investigator for the first time and they are in rough form” (Bordens and Abbott,
2002s context, the findings of research of Cochran, 2007 has shown that “with the help of primary
data collection method, the researcher has able to gathered particular information related to the
research problems” (Cochran, 2007). It is designed to collect data by the researcher which he wants
to know.
On the other hand, Candè and Wakin, 2008 has stated that “with the use of primary data
collection method, it can be easy to target the research issues” (Candè and Wakin, 2008). It has
streamline the objectives of the investigation with the study and achieve the aim of the research. In
addition to this, Särndal, Swensson and Wretman, 2003 has asserted that “primary data collection
has helped the investigator in better data interpretation” (Särndal, Swensson and Wretman, 2003).
As per the needs of the researcher, he can examine and evaluate the collected data.
According to Csikszentmihalyi and Larson, 2014 “secondary data has been collected by
someone else for different purpose and used by the other researcher in own research”
(Csikszentmihalyi and Larson, 2014). It has already readily available from other sources. Secondary
data are cheaper and quickly obtain from different sources. In this context, Creswell, 2013 has
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stated that “these types of data are easily accessible without any kind of problems or barriers”
(Creswell, 2013). With the help of internet, the investigator can access the all type of information
very easily and frequently. But Daniel and Sam, 2011 has not agreed with the above statement and
asserted that “secondary source of information has given new insights to the researcher which leads
to new discoveries” (Daniel and Sam, 2011). It gives a base to the investigator to conduct primary
research to achieve the objectives and aim of the investigation.
Fiegen, 2010 has found in his research that “secondary data collection method is having the
time lag issues as compare to primary data collection technique” (Fiegen, 2010). It has generally
seen that the collected information from books or any historical reviews are not synchronized with
the time and might be changed drastically. Therefore, using such kind of data may be create a risk
for the researcher as well as his study. But Flick, 2011 has suggested that “primary data collection
has contained high cost and need more time as compare to secondary method” (Flick, 2011). During
primary information gathering, the researcher has required money to design primary research and
needed more time to do investigation in accurate form. It has increased the overall time duration of
complete the research.
The present research has related to evaluate the role of digital marketing in increase
customer retention within hospitality and tourism. To collect the data for conducting the
investigation, the researcher has selected both primary and secondary methods (Garner and Scott,
2013). The reason of chosen both methods are minimize the disadvantages and impacts of primary
and secondary data collection method.
LO 4
4.1 Assessment of range of secondary data
For conducting the research to evaluate the role of digital marketing to increase customers
retention in hospitality and tourism, the researcher has selected the wide range of secondary data
sources. According to Kumar, 2014, “books are the best secondary source of data which has to be
used by the researcher in the following investigation” (Kumar, 2014). With the help of this, the
investigator has get the overall overview of the research problem which help in well researched and
meet the objectives of the study. But McMillan and Schumacher, 2014 has not agreed with the
above stated statement and asserted that “researcher has to use journals at the place of books at the
time of collected the information related to define the relationship between digital marketing and
customer retention” (McMillan and Schumacher, 2014). Further, the author has stated that some
time, writers are bias during mention the important information. Therefore, with the help of
journals, the researcher can easily get the relevant information about relationship between digital
14

marketing and customer retention.
On the other hand, Sobh and Perry, 2006 has suggested that “websites are the more useful
source of secondary information which can be access more quickly and easily” (Sobh and Perry,
2006). It is a best way to collect various information which define the relationship between digital
marketing and customer retention. With the help of this, the researcher has got right and updated
information which help in carry on the investigation in further direction. But Bordens and Abbott,
2002 has stated in the opposite of above stated information that “website information are not always
reliable and not suitable for academic standards. Therefore, conferences papers has to be used by
the investigators to accomplished to meet the objectives of study” (Bordens and Abbott, 2002).
With the help of this, the scholar has identified relevant information about the related to digital
marketing and customer retention.
For the present research, to conduct in the right manner and meet the objectives of the
investigation, the researcher has been selected the various secondary sources of information. These
are websites, magazines, conferences papers, books, journals, reports, financial statements of Red
Carnation Hotel, UK (Cochran, 2007). These sources help in gaining accurate information about the
research problems and meet the objectives of the study in right direction.
4.2 Assess complex sets of primary data
For the following research, the researcher has been selected both primary and secondary
data collection method to gather appropriate information to attain the objectives of the investigation.
Along with this, for accumulation of primary data to evaluate the role of digital marketing to
increase customer retention in tourism and hospitality industries, questionnaire has selected. It has
assist the investigator to determine those factors which affect the consumer retentions (Candè and
Wakin, 2008). The questions of questionnaire has both open and close ended as well as structures. It
has included the demographic information of management team of Red Carnation Hotel.
4.3 Qualitative and quantitative data in a complex mixed method approach to research
For addressing the present research, the researcher has been used both qualitative and
quantitative research type. It is a mixed method approach of the research which help in evaluating
the findings and reached at appropriate outcomes (Särndal, Swensson and Wretman, 2003). It has
assisted the investigator to analysed the collected data with the help of suitable techniques and tools.
The reason of using mixed method approach in the investigation by the researcher is it helps in
examine complex questions of the investigation, explore the new areas of research, develop new
hypothesis, provide a right direction to the study and help in evaluate the research problem in the
accurate way (Csikszentmihalyi and Larson, 2014). Along with this, another reason of using mixed
15

method approach to collect and analyse the information is it defines the relationship between digital
marketing and customers retention in hospitality and tourism sectors. Along with this, the sample
size has taken easily and it represented the whole population of management team of Red Carnation
Hotel, UK.
LO 5
5.1 Reliability and validity issues in data collection and determined solutions
In research method, reliability is an important aspect. It makes sure that the method of data
collection will give right outcomes which will meet the objectives of the study. On the other hand,
validity defines that whether the investigation is actually evaluating what it has to be measured
(Creswell, 2013). The present investigation has related to evaluate the role of digital marketing in
increase customer retention in hospitality and tourism. During the research, the researcher has faced
some issues related to validity and reliability in data. First issue is the research methods which has
selected by the scholar for investigation has suitable or not to accomplished the objectives of the
study (Daniel and Sam, 2011). To resolve this problem, the investigator has provided the
justifications to select the research methods for addressing the current research.
On the other hand, at the time of collecting the information from primary and secondary
sources, the researcher has faced validity and reliability issues. During gathering the data from
secondary sources, it has needed for the scholar to ensure validity of information (Fiegen, 2010). To
resolve that problem, the researcher has only taken those data which has been published between
the year of 2000 to 2015.
5.2 Plan a research project appropriate for the level of study
To conduct the proposed research project in appropriate manner, the researcher has to
develop a research plan. First step of the action plan will be prepare a research proposal which will
take about 2 weeks to complete. Next step of this plan will decide aim and objectives of the study
which will able to address the current issues in hospitality and tourism. It will finish within 3rd week
after completing preparing research proposal. After this, literature review will conducted by
collecting various secondary sources of information and it will take 2 weeks to complete. In
addition to this, in the next step of action plan, the researcher will select appropriate research
methodologies so that identified issues of the study can be address in right manner. Now, in further
step, primary data will be collected to analyse the problem of in effective manner and accomplished
aim and objectives of investigation. Rather than this, gather data will be analyse and interpreted by
the investigator to draw a proper conclusion. After this, an appropriate outcome will develop after
interpretation of the gather information. In next step, the researcher will suggest some
16

recommendations that will help in conducting the research in future on similar topic for the other
organizations. Last but not least step will submission of the study and modifications will made as
per the given feedbacks.
5.3 Research proposal
Brief description of topic
In highly competitive environment, it requires for the hospitality and tourism industries to
meet the requirements of the customers. In this context, both sectors has needed to integrate and
work accordingly (Walker, and Walker, 2012). The mutual efforts of hospitality and tourism has
helped both of them to deliver the good quality of services. In the present time, people wants to
spend their time by visiting some good places with different purpose. In this context, hospitality and
tourism industries have required increase the number of customers by delivering best services of
food and beverages as well as accommodation (Lashley and Morrison, 2000). For this, it has needed
to retain the services users for the long time which can only possible with the help of digital
marketing. In this regards, the researcher has taken Red Carnation Hotel into the consideration. The
hospitality facilities of hotel has attracted the large number of customers for visiting. In this
concern, the researcher has represented appropriate information which defined the relationship
between the digital marketing and increase customer retention in the aspect of Red Carnation Hotel
(Barrows and Powers, 2008).
Goal and subjective
Goal:
To critically evaluate the role of digital marketing in increase customer retention in
hospitality and tourism in Red Carnation Hotel, UK.
Subjectives:
 To evaluate the importance and meaning of customer retention and digital marketing within
hospitality and tourism industry.
 To explore the different factors which affect customer retention in hospitality and tourism
industries.
 To identify the relationship between customer retention and digital marketing in Red
Carnation Hotel.
 To suggest some best methods of digital marketing to increase customer retention in Red
Carnation Hotel.
Literature review:
Digital marketing can be determined as a sourcse through which organizations focus on
17

attracting customers. In this context, there are different sources through which firms can achieve
their desired goals and objectives. With this respect, there are search engines which help the firm to
stand in front of other organizations. When a person search or any organization, then the firm which
comes in the front will be most preferred one and this is done with the help of search engine
optimization. The main aim of organizations it to gain maximum profit and it is only possible when
they attract customers. In order to do it, firm have to adopt different types of strategies which help
them to compete effectively with their competitors. It is always suggested that retention of
customers is always better than attracting a new one. For both tourism and hospitality sector, digital
marketing is very helpful in providing all the information to customers. In order to provide them
with improved services, customers they take feedback from services users so that they get to know
the areas in which they could make changes and satisfy their customers.
Research methods:
The following research has related to evaluate the role of digital marketing in increase
customer retention in hospitality and tourism industry. For conducting the research, the researcher
has followed research process to carry out the investigation in right manner (Garner and Scott,
2013). Positivism research philosophy has been selected by the investigator to evaluate the
relationship between digital marketing and customer retention in hospitality and tourism industry
context. On the other hand, researcher has been selected inductive research approach to understand
various factors affecting customers retention in hospitality and tourism sector (Goddard and
Melville, 2004). Descriptive research design has been selected by the researcher to determine the
level of relation between digital marketing and customer retention with respect of Red Carnation
Hotel, UK. Beside this, researcher has been chosen quantitative and qualitative research types to
gather the information which has helped in meet the objectives of the investigation. The random
sampling has been selected by the investigator during conducting the study (Kumar, 2014). Along
with this, scholar has been chosen both primary and secondary sources for data collection.
18

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