BRH606 Research: Digital Media Marketing & Consumer Behavior in Hotels

This report investigates the impact of digital media marketing on consumer buying behavior, focusing on Hotel Park Hyatt Sydney, Australia, as a case study. It begins by exploring the conceptual understanding of digital media marketing and consumer behavior, then critically assesses the impact of digital media marketing on consumer buying behavior specifically within the context of Park Hyatt Sydney. The literature review covers the meaning and concept of consumer buying behavior and digital media marketing, relevant theories and models like the Social Cognitive Theory and the Howard-Sheth Model, and important factors influencing consumer behavior such as psychological, behavioral, cultural, and social elements. Finally, the report suggests strategies for implementing digital media marketing to influence consumer buying behavior at Hotel Park Hyatt Sydney, emphasizing the use of social networking websites, improved transparency with consumers, and the importance of word-of-mouth marketing. The research methodology is outlined, including the research approach, design, techniques, population, sampling design, data collection method, and implication plan.

Running head: BUSINESS RESEARCH FOR HOTELIERS
Impact of digital media marketing on consumer buying behavior: A case study of Hotel Park
Hyatt Sydney, Australia"

BUSINESS RESEARCH FOR HOTELIERS 2
Table of Contents
SECTION 1: Research Context.......................................................................................................3
Introduction..................................................................................................................................3
Research objectives......................................................................................................................3
SECTION 2 business orientated literature review...........................................................................4
SECTION 3: RESEARCH METHODOLOGY..............................................................................9
Revised Research Objective.........................................................................................................9
Research Approach....................................................................................................................10
Research Design and methodologies.........................................................................................10
Research techniques...................................................................................................................11
The Population(S) and the Sampling Design to be used............................................................11
Data Collection Method.............................................................................................................12
Implication plan.........................................................................................................................12
PROJECT SCHEDULE.............................................................................................................13
References......................................................................................................................................15
Appendix: SUGGESTED QUESTIONS/TOPICS TO BE INVESTIGATED.............................17
Survey through Questionnaire...................................................................................................17

BUSINESS RESEARCH FOR HOTELIERS 3
SECTION 1: Research Context
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. Hotel Park Hyatt Sydney, Australia was
developed in the year of 2012 (Yürük, Akyol, and Şimşek, 2017). 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. Further, the company observed that each year, a number of
customers were switching towards other company due to using a different digital channel before
making a purchasing decision (Kim, Li, Han, and Kim, 2017). On further research, it was
observed that the issue was not unique to Hotel Park Hyatt Sydney but it is an industry-wide
dispute.
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 the context of Park Hyatt Sydney

BUSINESS RESEARCH FOR HOTELIERS 4
SECTION 2 business orientated literature review
Introduction
This chapter is effective for researchers as well as readers to gain knowledge regarding digital
media marketing on consumer buying behavior. It can be beneficial for influencing the high
amount of customers with respect to products and services of Hotel Park Hyatt Sydney,
Australia.
RO1: To understand the meaning and concept of consumers buying behavior and digital
media marketing
As per the view of Bowie Buttle Brookes and Mariussen (2016), digital media is computer-
related technologies that make competent to an investigator for sharing their personal
information, perceptions, and opinions on any specific issue amid the bulk of consumers. It is
also evaluated that digital media makes capable of an investigator for directly communicate with
the customers and distributes their ideas in order to improve the knowledge about the products
and services. There are certain kinds of digital media tools that are practiced by Hotel Park Hyatt
Sydney, Australia such as social media, SEO, SEM, email marketing and Ad words.
On the other side, Casidy Wymer and O'Cass (2018) assessed that consumer buying behavior is
the result of attitude, preferences, decision, and purposes that are developed by the consumers in
the market before buying products and services of the company. It is assessed that there are
certain factors that could be focused during the assessment of consumer buying behaviors such
as psychology, sociology, and anthropology. There are some steps that are followed in the
purchasing procedure such as detection of issues, addressing the data, evaluation of data, buying
and post purchasing services.

BUSINESS RESEARCH FOR HOTELIERS 5
In support of this, Kim Li Han and Kim (2017) stated that steps of making consumer buying
decision aid a company to persuade consumer behavior in minimum expenses and time. It is also
analyzed that there is some sort of services to influence consumer purchasing behavior such as
favorable customer services, quick and prompt delivery and attractive sales offer. There are
certain types of consumer buying behavior such as habitual, complex, variety seeking,
dissonance reducing. In this way, it is determined that complex consumer buying behavior
demonstrates the high consumer involvement with particular brands.
A critical review of relevant theories/models
Yürük Akyol and Simşek (2017) argued that there are some theories that help to analyze the
impact of digital media marketing on consumer buying behavior. Social cognitive theory
illustrated that consumer behavior is dynamics that could be influenced via mutual interaction
with personal expression and traits. It is also evaluated that social environmental elements assess
the purpose of customers with respect to purchasing products and services.
In support of this, Minazzi (2015) evaluated that another theory of consumer behavior defines
that consumer purchasing decision has a positive effect on the existing choice of buying. In
addition, consumer observes that digital media marketing can be practiced for encouraging the
purchasing procedure of customers.
On the other side Patterson Sie Balderas-Cejudo and Rivera-Hernaez (2017), the Howard-Sheth
Model is a recognized model of consumer purchasing behavior. This model is used to assess the
aspect of stimulating the responses and examines the preferences of the consumer behavior
overtime period. This model includes several elements like output variables, exogenous, input
variable, constructs, and hypothetical variables.
Important factors that influence consumer behavior

BUSINESS RESEARCH FOR HOTELIERS 6
As per the view of Cheng and Jin (2019), there are certain elements that may influence the
behavior of consumers like psychological, behavioral, cultural and social factors. In addition,
culture plays a significant role to analyze the behavior of consumers. In such manner, culture is
critical belief to assess the behavior of an individual that involves the culture of human, their
traditions and norms, societal attitude, the roles that society plays. Hence, needs of culture should
be extensively analyzed as it is the key element that may impact the behavior of consumers.
On the other side, Osman Hassan Haris and Kassim (2017) evaluated that sub-culture is a set of
the person who shares the same traditions, values, and customs. Furthermore, Hotel Park Hyatt
Sydney, Australia should emphasize on the racial group, nation, and religions as well as group of
customers who belong to the same fields. Therefore, it would be effective to favorably persuade
the behavior of customers. It is also assessed that society can also be known as the social class. A
corporation can emphasize on social class that can be targeted as usually buying a prototype of
society is fairly similar with other consumers. It should also not only emphasize on the income of
consumers but also emphasizes on the social consumer groups.
In the view of Chiang Manthiou Tang Shin and Morrison (2014), there are certain social factors
that may influence the behavior of consumers. In the social factors, reference group has great
potential for persuading the behavior of customers. Its impact could be distinguished from one
brand and products to another. This group focuses on the opinion of the leader. In addition, the
behavior of customers are not only affected by the motivations and personalities but also
influenced by families with their team members who have two or more people, as well as also
influenced the marriage and blood relationship.
On the other hand, Ullah Sepasgozar and Wang (2018) stated that people who belong to the
different companies, groups, and families, as well as club members, play a significant role to

BUSINESS RESEARCH FOR HOTELIERS 7
keep status. These functions can impact the behavior of customers because they think to spend
accordingly. In addition, the personal factor can influence the consumer buying behavior. It is
assessed that there high amount of personal subfactors that may influence the buying decision of
customers. In this manner, the age of consumers and their life cycle are two sub-factors of
personal factor. As per the age and life cycle, consumer buying decision and intention of
purchasing may change. Hence, this phase cannot affect the behavior of customers.
RO2: To suggest strategies for implementing digital media marketing in influencing
consumer buying behavior: A case study of Hotel Park Hyatt Sydney, Australia"
Winzar Baumann and Chu (2018) argued that online businesses make competent to the
corporation to take advantage of every opportunity to interact with consumers. The social
networking websites permit the company to interact with a high amount of customers that helps
to make sure that organizational data is shared with the targeted consumers. The practice of
social media enables communication for expanding in both ways like developing liaison among
business and customers. As a result, it may persuade the purchasing decision of customers.
In contrast to this, Evans (2015) stated that the use of social media websites offers large-scale
chances to a company that would improve the transparency with consumers. These digital media
websites permit the consumers for freely interact. From the consumer point of view, the freedom
is defined that a person can demonstrate their ideas and opinion regarding products and hotels on
the websites in which a high amount of consumers can read or see it.
In favor of this, Rahman and Areni (2014) evaluated that digital media plays a significant role in
enlarging the data regarding products and services of the company. This information is not
limited only to specific company data as there are different websites within the digital media

BUSINESS RESEARCH FOR HOTELIERS 8
connection that are engaged to gather the information regarding consumers. The improved
accessibility has changed the common consumers into investigators.
As per the view of Guaracino and Salvato (2017), verbal marketing plays vital to attain the
revenue of corporation. Consumers are usually believed in word of mouth marketing regarding
the products and services. In this way, word of mouth marketing in digital media can go
internationally with a single message sent through single consumers. Along with this, consumers
can interact with different people at the click of a button by practicing the digital media and
simply convey the message with respect to the company.
In opposed to this, McQueen (2018) evaluated that direct interaction with the consumers can
enhance their loyalty towards the company by using an online channel. This may also lead to
accomplishing the aim and objectives of the company. There are a high amount of consumers
issues that could be resolved while the workforces have the competencies to understand in a
professional way.
The previous investigation indicates that the corporation can determine the negative data by
implementing the post of consumers, and different reviews that would have a direct impact on
the state of mind among consumers. It is addressed that consumer attitude should be highly
assessed by the company to meet the demand of consumers. There is favorable liaison amid
purchasers and brands as the company needs to highly emphasize on customers.
According to Chon and Weber (2014), digital marketing has affected the utilization of purchasers
and impacts on the objectives of online purchasing. In the existing times, internet and web-based
companies can success via using digital media marketing. In such manner, the corporation
should provide the added value to consumers as it offers the high extent of power in order to
communicate with the potential consumers. With respect to online networking, it is evaluated

BUSINESS RESEARCH FOR HOTELIERS 9
that companies can directly link with the end users. It is assessed that digital marketing has
favorable effects on the activities and recognition of consumers as well as obtaining the critical
points in order to create a distinctive business.
RO3: To suggest strategies for implementing digital media marketing in influencing
consumer buying behavior: A case study of Hotel Park Hyatt Sydney, Australia"
As per the view of Smith and Puczkó (2014), the company should provide authentic facts and
figures regarding brand to the prospective customers because of allocating the comprehensible
data regarding their products and services. Apart from this, the company should improve their
awareness of brand between the bulks of customers by using the demonstrating message in front
of consumers. The message should be unique and distinctive as compared to competitors because
of making favorable goodwill in the marketplace and obtain maximum profitability. Thus, this
strategy could be effective to influence the buying decision of consumers.
On the other hand, Hoffmann and Lecamp (2015) discussed that the company should remember
that a message can take a minimum time period and pull the attention of the bulk of consumers.
It can also directly impact on the buying behavior of customers. In addition, it is demonstrated
that addressing the email through the first name and appealing the features that can emotionally
link the consumer with the brand. Consequently, the company could be competent for persuading
the buying decision of customers.
Apart from this, Goodman (2015) stated that the company should focus on developing loyalty
among customers regarding the brand that can aid to improve the sale of the brand with
minimum efforts and expenses. The company should also make a link with their consumers
through campaign and email. It could be beneficial for pulling the attention of customers. Thus, a

BUSINESS RESEARCH FOR HOTELIERS 10
company can use different techniques related to digital media marketing in order to make good
liaison with their consumers.
SECTION 3: RESEARCH METHODOLOGY
Revised Research Objective
This research is emphasized on evaluating the Impact of digital media marketing on consumer
buying behavior: A case study of Hotel Park Hyatt Sydney, Australia. There are creation
research objectives that will be accomplished by the investigator to reach at the aim that is
discussed as below:
 To understand the meaning and concept of consumers buying behavior and digital media
marketing
 To comprehend the role of digital media marketing in influencing consumer buying
behavior: a case study of Hotel Park Hyatt Sydney, Australia"
 To suggest strategies for implementing digital media marketing in influencing consumer
buying behavior: A case study of Hotel Park Hyatt Sydney, Australia"
Research Approach
A research approach is a crucial tool for collecting information with respect to the current matter.
There are certain tools and that could be involved in the research approach named explanatory,
exploratory, and descriptive research approach. For conducting this research, the descriptive
research design will be practiced by the researcher as it facilitates to determine the relationship
among between two factors digital media marketing practices and consumer buying behavior.
Moreover, the exploratory and explanatory research method will facilitate to get only statistical
information in the context of the current issue (Almuhrzi, Alriyami, and Scott, 2017). But at the

BUSINESS RESEARCH FOR HOTELIERS 11
same time, it is evaluated that these methods will not be suitable for this research as research is
subjective in nature.
Research Design and methodologies
The research design will be used by an investigator to meet their aim and objectives and collect
feasible information. This method aids me to select a suitable tool and collect the information in
the context of the current matter (Spradley, 2003). These methods are mixed research design,
qualitative research design, and quantitative research design. Moreover, it is evaluated that the
mixed research design could be imperative for collecting conceptual and theoretical information
about research issue (Kotler, and Kotler, 2014). Further, the qualitative method is effective for
getting non-numerical data with respect to specified research while quantitative method assists to
get numerical data of research matter. Thus, it is evaluated that the mixed research design could
be more appropriate than the other two methods hence researcher will use the mixed research
design to conduct their study. Through this method, the researcher will get the factual data from
research candidates and theoretical data from the existing sources (Diamandis, and Kotler, 2015).
Therefore, it can be examined that the mixed research design could lead to getting advantages of
both methods.
Research techniques
The research strategies could be vital for getting data and research at the reliable outcome. In the
research, many strategies could be considered by the investigator to collect the opinion and
views of the research candidates such as interview method, content analysis method, observation,
and focus group (Lincoln, and Guba, 1985). For performing this strategy, survey and content
evaluation will be used by research candidates to attain their aim and objectives (Nixon, 2018).

BUSINESS RESEARCH FOR HOTELIERS 12
These tools and techniques would lead the investigator to methodologically conduct their study
and meet aim and objectives.
From the use of interview tool, the research scholar will be able to get opinion and views of
research candidates towards the research matter. This method will also be imperative to obtain
depth information about research issues (Lambert, 2015). In addition, it is examined that the
content analysis method will also be practiced by the researcher to get conceptual data about the
impact of digital media marketing on consumer buying behavior.
The Population(S) and the Sampling Design to be used
Sampling method could also be effective for selecting a suitable sample size and reach at the
valid conclusion. There are two kinds of sampling method that could be considered in the study
name probability and non-provability sampling method. For conducting this study, the researcher
will use a probability sampling method with random sampling method that assists research
scholar to select a suitable sample size to conduct the data and get a favorable result (Glaser, and
Strauss, 1967). Moreover, it is evaluated that non-probability sampling tool will not be used by
the investigator as it enables chose sample on behalf of age, gender, sex, education, and
experience. Sometimes, it creates biases in the research (Kim, Li, Han, and Kim, 2017). Hence,
this investigator will not be practiced by the researcher to conduct their study. In this research,
the population will be all customers who buy services of Hotel Park Hyatt Sydney, Australia and
sample would be 100 consumers of Hotel Park Hyatt Sydney, Australia.
For performing this study, the investigator will select 100 consumers of Hotel Park Hyatt
Sydney, Australia and comprehend their opinion towards the practices of digital media
marketing and their changing behavior. It will also be imperative to get a favorable outcome.
Data Collection Method