E-marketing Influence on Hospitality Consumer Buying

This research project investigates the significance of E-marketing in the hospitality industry and its impact on consumer buying behavior, with a case study on Dorsett Shepherds Bush Hotel London. The research explores the relationship between E-marketing and consumer behavior, identifies effective E-marketing strategies for enhancing consumer decisions, and examines the challenges companies face in managing E-marketing functions. The methodology includes a literature review and a survey-based approach using the research onion framework, focusing on interpretivism and qualitative research methods. Findings are based on questionnaire data, and the conclusion offers recommendations for improving business practices. The study highlights the importance of E-marketing in the digital age and its role in shaping consumer choices in the hospitality sector.

RESEARCH PROJECT
(Title: Importance of E-marketing in Hospitality Industry for
influencing consumer buying behaviour)

ABSTRACT
Present research states about importance of E-marketing in Hospitality Industry for
influencing consumer buying behaviour. E- Marketing is beneficial form for the customers as
well as organisation. The aim of this research is “To understand the importance of E-marketing
in the Hospitality Industry for influencing consumer buying behaviour”. A Case Study on
Dorsett Shepherds Bush Hotel London”. In conducting the literature review part, secondary
sources are more helpful and used such as journals, books, internet sources, magazines and
others. In methodology part, there has been discussion about the research approach, research
approach, research strategies, data collection method, sampling and ethical consideration.
Findings and results are based on the collected information by using the questionnaire. The
conclusion is based on the findings of whole investigation. In recommendations part, suggestions
are given to organisation to make improvement in business.

Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: LITERATURE REVIEW
CHAPTER 3: RESEARCH METHODOLOGY
CHAPTER 4: ANALYSIS & FINDINGS
CHAPTER 5: A CRITICAL APPRAISAL & SUGGESTIONS FOR FURTHER WORK
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
REFERENCES
APPENDIX

CHAPTER 1: INTRODUCTION
Background of research
E-marketing is explained as planning as well as executing conception, promotion and
also costing of goods and services in computerised and network environment like the Internet in
order to facilitate exchanges and also satisfy the requirements of customers. In this present time
period, E-marketing is one of the main aspects that help in conducting promotional activities by
using the Internet. It is developing a dramatic pace in the hospitality sector and impacting
business behaviour since this drives more revenue as a comparison to traditional marketing. It is
helpful in providing a better experience to people, easy search and also satisfy their needs and
wants in an effective manner (Al-Weshah, 2020). E-marketing in the Hospitality sector was
influencing the buying behaviour of consumers and providing them with online reservation
services, providing them 24*7 customer care services and many others. Dorsett Shepherds Bush
Hotel London is one of the famous hotels in the United Kingdom and founded in the year. It
mainly provides better as well as comfortable accommodation services to travellers or customers.
Through using the E-marketing, this hotel promotes its services and products at a large scale and
in this hotel, people from different laces come for a visit.
Rationale of research
The present research has been taken into consideration on the importance of E-marketing
in the Hospitality Industry for influencing consumer buying behaviour. E-Marketing is online
marketing, digital marketing or web marketing. E-Marketing empowers to provide a better
course of that action for achieving sustainable development in the competitive marketplace. The
presented research is conducted from a personal and professional context. In the context of
personal, learner wants to enhance its understanding and knowledge regarding the E-marketing
and its influence on consumer buying behaviour (Aramendia-Muneta, 2017). Other than this, the
professional context for conducting this research of learner is to get the information about the
way to conduct research in a systematic manner by using the effective tools and techniques. This
will help in future to a researcher while conducting any investigation and also deal with any kind
of complexities.
Research Aim

The research aim is "To understand the importance of E-marketing in the Hospitality
Industry for influencing consumer buying behaviour” - Case Study on Dorsett Shepherds Bush
Hotel London.
Research Objectives
 To study the relationship between E-marketing and consumer buying behavior.
 To identify the ways which organization implement for enhancing the usage of e-
marketing in order to improve the consumer buying decisions.
 To examine the challenges that the company come across while managing e-marketing in
its business function.
Research Questions
 What is the relationship between E-marketing and consumer buying behavior?
 What are the ways which organization implement for enhancing the usage of e-marketing
in order to improve the consumer buying decisions?
 What are the challenges that the company come across while managing e-marketing in its
business function?

CHAPTER 2: LITERATURE REVIEW
Relationship between E-marketing and consumer buying behavior
According to the viewpoint of Anastasia Belyh (2020), E-Marketing is explained as the
marketing of services and products on the electronic media. In this present time, it is one of the
emerging and latest tools in the marketing world. E-marketing has some features such as better
investment returns than traditional marketing, reduced marketing campaign expenses, fast
campaign performance, easy monitoring by web tracking capabilities. E-commerce gives
companies a chance to connect easily to their current and potential new clients. However,
companies must be well aware of the opinion of consumers about their goods, as online
consumers are very different from traditional customers. An online customer's attention is on
things like the price of the product and value for money, so one solution to project product
quality is to promote through the website which has a design focused on appropriate,
comprehensive, and insightful content that appeals to the consumer. Consumer purchasing
behavior is the sum total of attitudes, intentions, decisions and preferences of consumers related
to consumer behavior at the marketplace when buying service or product. Consumer behavior is
essential because marketing companies can understand what influences consumer purchasing
decisions in that way. Through recognizing how customers decide on the product, they will fill in
the demand gap and recognize the products required and products obsolete. There is a direct
relationship between E-marketing and consumer buying behavior. E-commerce websites are
helpful to satisfy the consumer needs effectively. Consumers make comparisons of their product
value expectations to the set standards. Results are validated when the expected performance
matches expectations, while disconfirmation arises from a disparity. Recognition and rejections
assess customer satisfaction or unhappiness. Through using E-marketing, the company can
develop trust with the audience. It provides advantages to consumers to develop a relationship
with organizations. Through this, they can able to get the better customer experience and also
feel values as a customer.
Ways which organisation implement for enhancing the usage of e-marketing in order to improve
the consumer buying decisions

As per the opinion of Margot Whitney (2020) hospitality industry is becoming more competitive
and demanding because there has been a constant shift in customer need and trend that puts
enormous stress on hotels in order to maintain their brand image on the market. In addition, the
idea of internet marketing is also becoming one of the key trends among consumers and hotels to
increase the consumer base. Enhancing online sales is one of the main goals of the business.
There are some of the effective ways Dorsett Shepherds Bush Hotel London needs to be adopted
for enhancing the usage of e-marketing in order to improve the consumer buying decisions given
below:
Conduct research- Consumers are making select hotels for different reasons. From the
location to facilities, organizations have to assure that they are giving what people are looking
for. With the help of conducting an investigation, Dorsett Shepherds Bush Hotel London can
determine what factors make the consumers select regarding specific hospitality services. The
management of hotel should talk with former guests, reviewing industry data, monitoring
reviews of customers on websites and some other factors which make hospitality services better
or improved (Arohunsoro, Ojo and Shittu, 2020).
Remarketing- It is a necessary component for the hotel marketing because through this
Dorsett Shepherds Bush Hotel London can distract the people and keep more options in front of
them. Remarketing helps Dorsett Shepherds Bush Hotel London to lower dropout rate and close
further reservations by showing tempting display ads to people who have previously visited the
site to remind them that hotel is there and guide them through the process. Consider giving them
an offer to book instead of your rivals for a little extra reward, and make the booking process as
simple as possible (Badiru and Afolabi, 2016).
Challenges that company come across while managing e-marketing in its business function
On the basis of Snehal Mistry (2020), Organizations face the many challenges regarding
managing the E-marketing in business functions. It develops a negative impact on the
productivity of Dorsett Shepherds Bush Hotel Londonand influencing the buying behavior of
consumers. There is some challenges mention below:
Hiring and retaining staff- Dorsett Shepherds Bush Hotel London needs high-quality
workers on all fronts, including administration, cleaning and kitchen, housekeeping and front

desk. In the hotel industry, a lack of ability in educated youth graduating from educational
houses also proves to be a major challenge. It is necessary for Dorsett Shepherds Bush Hotel
London to train a new workforce that can able to provide better services to consumers and also
high experience. Sustaining qualified employees needs a hotel to employ new tactics.
Data security challenges- There is a fear to consumers about the theft of their personal
data by using E-marketing, and from this, they cannot able t use it. In regards to this, there is a
need to hotel to use software which us secure and also prevent the data leaks of the hotel. This
will help in developing the trust of customers and enhancing organizational productivity
(Bilgihan, 2016).
Change in technology- With technology developments continuously growing, every part
of our everyday lives is changed with it. In past days, visitors waited hours or day to get answers
to some questions. Today, consumers are seeking a swift response or services from hotels
through technology innovation. Changes in technology rapidly enhance the expenses of company
(Chong, Bian and Zhang, 2016).

CHAPTER 3: RESEARCH METHODOLOGY
Under this, Research onion has been used as this is helpful in analyzing the effective
tools and techniques for collection of data. It was developed through Saunders, and this model is
helpful in providing the stages involved in the process of research (Chuang, 2018). There are
some layers of research onion given below:
Research philosophy- It is related to basic review and gives the researcher a critical path to
update data and information standards correctly by breaking the viewpoint of many authors and
journalists. There are interpretivism and positivism two research philosophies.
Interpretivism philosophy has been used because this is ideally suited for analytical study
because it succeeds in performing study analyses by learning about other researchers' viewpoint
and conclusions (Khanand Rahman, 2016).
Research Approach- This is defined as a strategy that incorporates broader expectations about
the specific methods of data collection, analysis and interpretation. In this, the general judgment
involves an approach which can be used primarily in connection with a particular field. Two
types of research approach like inductive and deductive (Nasihatkon, Kheiri and Miralbell,
2016).
This research report is focused on inductive analysis, as it helps to clarify the particular
field of study in detail. It is beneficial to efficiently communicate the right opinion and provide
better outcomes.
Research Strategies- It is related to the way of gathering the information in research by using
the effective data collection method or strategy. It mainly includes survey, action research,
grounded theory, experiment and others (Pappas, 2017).
There has been surveying used as effective research strategies as this is helpful in
collecting the data from a large sample size. Gathered data is helpful in giving the answer
research questions in a cost-effective way.

Research choice- It is related to quantitative and qualitative methodologies. There is a need to
select one methodology and both.
There has been qualitative research choice has been used because of this involved
procedure about inquiry and helpful in an in-depth understanding of issues in the natural setting.
This research method is based on the experience of investigators and the questions used to probe
sample
Data collection- This refers to a systematic approach to the information collection and the
calculation from various sources, such that both the area of concern can be finished and precise.
This requires improved data collection and analysis of the intended variables, providing answers
to questions and even analyzing findings (Semeradova and Vávrová, 2016). Primary and
secondary are the two main data collection methods.
In conducting the present investigation, data has been collected by using the primary
method as developing a questionnaire. This included different questions regarding E-marketing
and its influence on consumer buying behaviour. This helps in proving the opinion of chosen
respondents and also gives better outcomes.
Time horizon- In conducting research, there has been a cross-sectional time horizon used
because this is helpful in collecting the information or doing the research activities within the
mentioned period of time. It helps in conducting the investigation in the set time period and
providing positive outcomes (Tjhin, Tavakoli and Atmojo, 2016).
Sampling-The sampling refers primarily to a process used in statistical analysis in order to select
the respondents by taking the pre-determined number of observations from the whole population.
Probabilistic and non- probabilistic are two different sampling methods (Waheed and Jianhua,
2018).
There is a random method of sampling that has been selected as this is part of
probabilistic sampling to choose respondents because it gives the respondents equal opportunity.
There are 20 respondents selected by the researcher.
Ethical consideration- Ethics is defined as rules, morals, values and principles to be properly
and effectively practiced. The investigator will track all research aspects and maintain the

confidentiality of respondents' data and details (Zendehdel, Paim and Delafrooz, 2016). Without
the permission of the respondents, the data should not be disclosed or released. Information
should be obtained by researchers using authentic sources. For addressing the research issues,
there is a need to follow the ethical principles such as anonymity, privacy, informed consent,
confidentiality and others. These all the ethical principles are helpful in conducting investigation
in an effective manner and from this research can able to deal with the research ethics issues.

CHAPTER 4: ANALYSIS & FINDINGS
DATA SHEET
Q1) Do you have an understanding of the E-marketing? Frequency
a) Yes 17
b) No 3
Q2) What is the importance of E-marketing to hospitality sector? Frequency
a) Target right customers 12
b) Building a brand 5
c) Maintaining loyalty 3
Q3) In which manner, E-marketing influencing the buying behavior of
the consumers in the hospitality sector?
Frequency
a) Positive manner 14
b) Negative manner 6
Q4) What are the different ways Dorsett Shepherds Bush Hotel London
implement for enhancing the usage of e-marketing in order to improve
the consumer buying decisions?
Frequency
a)Create Quality Content 9
b) Hire a Good Team 10
c) Build a Loyal Customer Base 1
Q5) What are the different types of E-marketing Dorsett Shepherds
Bush Hotel can be used in its business?
Frequency
a) Social media marketing 10
b) Search Engine Optimization SEO 4
c) Mobile advertising 6
Q6) As per your opinion, does E-marketing helps in enhancing
organizational productivity and gain competitive advantages?
Frequency
a) Yes 15
b) No 5
Q7) Does E-marketing helps Dorsett Shepherds Bush Hotel to reach at a Frequency