BRH606: Digital Media Marketing Impact on Park Hyatt Sydney

This presentation provides a comprehensive analysis of the impact of digital media marketing on consumer buying behavior, with a specific focus on the Hotel Park Hyatt Sydney in Australia. It begins by highlighting the increasing use of digital media by companies to influence consumers and the associated costs. The presentation then outlines the research context, including the history and characteristics of Park Hyatt Sydney, and the circumstances that prompted the research, such as declining customer demand and customer switching behavior. The business problem is identified as ineffective digital media marketing, leading to a loss of loyal customers. The presentation uses the problem-solving theory to assess the issues and offers a systematic method to arrive at a solution. The presentation seeks information on consumer buying behavior, the influence of different digital media channels, and the global context of the issue. The research objectives are to explore the conceptual understanding of digital media marketing and consumer buying behavior, assess the impact of digital media marketing on Park Hyatt Sydney, and recommend digital marketing strategies. Finally, the presentation includes a list of references.

Slide 1: Impact of digital media marketing on consumer buying behavior: A case study of Hotel
Park Hyatt Sydney, Australia"
Slide 2: Introduction
• Digital media is highly used in current times by companies to influence the consumers.
• High use of digital media marketing can be costly for the company as there is a need to
spend a high amount on promoting the company among the bulk of customers.
• The new customers access different channels before purchasing the products.
• Like any other business, in the hospitality industry, Hotel Park Hyatt Sydney faces
marketing issues such as declining customer demands and switching customers towards
another brand (Bowie, Buttle, Brookes, & Mariussen, 2016).
Slide 3: Research context
Applicable historical information about the Company
It was developed in the year of 2012.
• Park Hyatt offers leisure guests, leisure guests, affluent individual business, and elegant
and luxurious accommodations.
• Park Hyatt features meeting and special event spaces, well-appointed guestrooms, and
special event spaces for smaller groups (Park Hyatt Sydney, 2018).
Slide 4: Research Context
The circumstances which have led to the need to undertake Research

• The company observed that each year, a number of customers was switching towards
other company due to using a different digital channel before making a purchasing
decision.
• On further research, it was observed that the issue was not unique to Hotel Park Hyatt
Sydney but it is an industry-wide dispute (Yürük, Akyol, & Şimşek, 2017).
Slide 5: Research Context
The impact and its effect on the operation of the company:
• The need for this investigation is to assess the impact of digital media marketing on
consumer buying behavior.
• The significant adverse impact of digital media marketing on Hotel Park Hyatt Sydney is
a loss of a loyal customer because customers use different channels of digital media to
make purchasing decisions (Bowie, Buttle, Brookes, & Mariussen, 2016).
Slide 6: Business Problem
• Ineffective digital media marketing at Hotel Park Hyatt Sydney has a significant adverse
impact particularly loss of loyal customers, and low switching costs.
• For attracting new customers, the company needs to use the different channel of digital
media for demonstrating favorable responses as these customers highly check customer
reviews before purchasing the products (Minazzi, 2015).
• The negative experience of one customer may damage the goodwill of company hence
company should provide effective customer services.
Slide 7: Business Problem

• An unsatisfied customer that switches towards another brand may damage the goodwill
of the company. Hence, the company should use effective customer care as it is the
backbone of the hospitality business.
• The loyal customers can also be influenced by these unsatisfied workforces because one
negative review of these consumers on digital media may influence 100 of customers.
• Thus, a positive and quick response on these digital media channels may help to mitigate
the issues (Ullah, Sepasgozar, & Wang, 2018).
Slide 8: Using Theory to Construct Business Problem
• There are different theories for assessing and offering the solution found in business.
• These theories provide support to consultants, management, and researchers to find the
root of the issue and address a feasible result to the same.
• The problem-solving theory is a proper fit for existing investigation because it helps to
critically assess the issues and offers a systematic method to arrive at a solution to the
identified issues.
Slide 9: Using Theory to Construct Business Problem
• Current investigation demonstrates a shift in customer’s need towards digital media as
compared to traditional channel due to certain reasons:
• Opportunity to get products range
• Depth awareness about the products and services
• Meet the requirement of customers with products and services (Evans, 2015).
• All these expectations in the case do not meet by hotelier then it will push customers to
switch towards other brands.
Slide 10: Generic Decisions/ Action

• Promoting products and services through digital media to influence the
purchasing decision of customers
• Use effective sales promotion strategy to influence the bulk of customers
• Prompt respond on negative reviews (Ullah, Sepasgozar, & Wang, 2018).
Slide 11: List of the information Sought via research accompanied by Validation
• The consumer buying behavior towards Hotel Park Hyatt Sydney
– Learning the consumer buying behavior will help the marketing manager of Park
Hyatt Sydney to understand the magnitude of issue
• The consumer buying behavior is affected by digital media marketing
– The data will help an organization to emphasize on the affected consumer buying
behavior and thus arrive at valid conclusion (Kim, Li, Han, & Kim, 2017).
Slide 12: List of the information Sought via research accompanied by Validation
• The different channel of digital media will lead to influence the consumer buying
behavior
• The information on the different channel of digital media will help the marketing
managers in making a feasible decision in terms of influencing the buying
behavior of customers (Evans, 2015).
Slide 13: List of the information Sought via research accompanied by Validation
The global picture about the issue
• The data will provide the marketing manager global context of the issue and how the
others in the industry are trading with the concern.
Advanced digital technology in influencing consumer buying behavior

• It is essential for Park Hyatt Sydney to benchmark with high performers in a similar field
or those who have undergone similar concerns (Casidy, Wymer, & O'Cass, 2018).
Slide 14: Research Objectives
• To explore the conceptual understanding regarding digital media marketing and
consumer buying behavior
• To critically assess the impact of digital media marketing on consumer buying behavior
particularly in the Park Hyatt Sydney.
• To recommend the digital marketing strategy to influence the consumer buying behavior
in context of Park Hyatt Sydney
Slide 15: References
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. UK:
Routledge.
Casidy, R., Wymer, W., & O'Cass, A. (2018). Enhancing hotel brand performance through
fostering brand relationship orientation in the minds of consumers. Tourism Management,
66, 72-84.
Evans, N. (2015). Strategic management for tourism, hospitality and events. UK: Routledge.
Kim, W. G., Li, J., Han, J. S., & Kim, Y. (2017). The influence of recent hotel amenities and
green practices on guests’ price premium and revisit intention. Tourism Economics,
23(3), 577-593.
Minazzi, R. (2015). Social Media Impacts on Travel Suppliers: Social Media Marketing. In
Social Media Marketing in Tourism and Hospitality (pp. 77-126). UK: Springer, Cham.
Park Hyatt Sydney (2018). Overview. Retrieved from: https://in.hotels.com/ho122155/park-
hyatt-sydney-the-rocks-australia/

Ullah, F., Sepasgozar, S., & Wang, C. (2018). A Systematic Review of Smart Real Estate
Technology: Drivers of, and Barriers to, the Use of Digital Disruptive Technologies and
Online Platforms. Sustainability, 10(9), 3142.
Yürük, P., Akyol, A., & Şimşek, G. G. (2017). Analyzing the effects of social impacts of events
on satisfaction and loyalty. Tourism Management, 60, 367-378.