Research: Digital Marketing and Hospitality Sector Image Improvement

This research proposal investigates the impact of digital marketing and marketing communication on the promotion and image improvement within the hospitality sector, using the Hilton hotel chain as a case study. The proposal outlines the background, objectives, and rationale for the study, emphasizing the importance of digital platforms like social media and email for customer engagement and brand building. The literature review covers key concepts such as digital marketing tactics, marketing communication strategies, and their benefits, including increased customer loyalty and global reach. The methodology describes the research design, data collection methods, and ethical considerations. The proposal aims to identify how digital marketing can enhance business performance and recommend strategies for improvement, particularly in light of challenges faced by the hospitality sector during the COVID-19 pandemic. The study highlights the importance of continuous communication, personalized offers, and feedback mechanisms to strengthen customer relationships and boost brand image.

Research Proposal
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TABLE OF CONTENT
TOPIC: “Impact of digital marketing and marketing communication on promotion and
improving image in hospitality sector.”...........................................................................................4
CHAPTER 1: INTRODUCTION....................................................................................................4
Background of the study..............................................................................................................4
Hilton hotel chain........................................................................................................................4
Aim:.............................................................................................................................................5
Objective:.....................................................................................................................................5
Rationale:.....................................................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
Marketing communication and digital marketing........................................................................6
Benefits of digital marketing and marketing communication.....................................................8
Way to improving digital marketing strategy............................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
Research type.............................................................................................................................12
Research approach.....................................................................................................................12
Research philosophy..................................................................................................................13
Data collection...........................................................................................................................13
Sampling....................................................................................................................................14
Data analysis..............................................................................................................................15
Research ethics..........................................................................................................................15
CHAPTER 4: DATA ANALYSIS................................................................................................16
Case study A..............................................................................................................................16
Case study B..............................................................................................................................17
Case study C..............................................................................................................................19
CHAPTER 5: CONCLUSION......................................................................................................21
REFERENCES..............................................................................................................................23
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TOPIC: “Impact of digital marketing and marketing communication on
promotion and improving image in hospitality sector.”
CHAPTER 1: INTRODUCTION
Background of the study
Digital marketing that is also known as online marketing is a process or way of promoting
brands in order to connect with customers by making use of digital platforms or technologies
(Chaffey and Smith, 2017). There are several ways or sources of communicating with customers
under digital marketing or communication such as: social media, E-mail, multimedia, text and
others. There are several benefits of digital marketing or marketing communication as it can help
companies in promoting their services and goods to customers. It also helps them out in
attracting or influencing customers towards buying products and services.
Hilton hotel chain
Hilton Hotels Corporation is an American multinational hospitality company that manages
as well as franchises portfolio of hotels as well as resorts. This hotel chain was founded by
Conrad Hilton in the year of 1919. This hotel chain includes around 6,215 brand properties with
approximate 983,465 rooms in 118 countries (Chang, Ku and Chen, 2019). This hotel chain has
total of 18 brands across different market segments including Hilton garden Inn. In the year of
2013, it became a public company and in the year of 2016, China’s HNA group agreed to acquire
25% equity in Hilton from Blackstone. It is well-known hotel chain and there are several reasons
that makes it the market leader and competitive in this industry. Some strengths of this hotel
chain include: high staff and customers’ retention rate, implementation of effective leadership,
vast scope of business and opportunities to expand business in other countries.
Whereas, there are some problems that this company is facing since long such as: high
debts, overdependence of US markets, lack of flexibility because of large size and decreasing
sales because of Covid-19 pandemic. But digital marketing and marketing communication can
help this hotel chain in interacting with customers and allowing them to book their services
online. It would be beneficial for both hotel chain and customers and customers can enjoy their
services by maintaining distancing and can gather all detailed information via social media
platforms. Marketing is known as the main key as it helps companies in promoting goods and
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making customers’ aware about effectiveness or features of products and services. It saves time
and cost of customers and they are more likely to buy products and services online. So, overall, it
can be said that by making use of digital platforms for marketing and communication, this hotel
chain can regain its image and can in operate business without getting affected in negative
manner.
Aim:
“To identify impact of digital marketing and marketing communication in improving
image or productivity of business”. A case study on Hilton hotel chain.
Objective:
 To discuss the digital marketing and marketing communication.
 To discuss benefits of digital marketing on overall performance of Hilton hotel chain.
 To recommend the best way of improving digital marketing or marketing communication.
Rationale:
Digital marketing and marketing communication is one of the main key of success of
companies. From research, it is found that hospitality sector is being affected the most because of
Covid-19 pandemic and hotels are facing problems in increasing sales and attracting customers.
But with the help of digital marketing and marketing communication they can know better ways
of communicating as well as satisfying needs of customers. So, it is the main reason of
conducting research on this topic. Helping out hotels in improving productivity with the help of
digital marketing and marketing communication. Other main reason of selecting this topic for
conducting research is my personal interest as I wanted to gain knowledge regarding technology
and roles of digital marketing as how it has changed the world and how companies can improve
their productivity with it.
CHAPTER 2: LITERATURE REVIEW
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Literature review is the types of academic paper in which the scholar can view the
various author thinking and make the research more relevant. While through which having the
proper and relevant research have used the literature review for which they can make sure about
the various of the author. Hence, this review has the main aim for explaining about the
marketing communication and digital marketing along with the benefits of the marketing
communication and digital marketing. Furthermore, explain about the various ways for
improving the digital marketing strategies in the organization.
Marketing communication and digital marketing
There are several definitions and concepts regarding digital marketing because it is the big
topic and has vast scope. In this regard, Saura, Palos-Sánchez and Cerdá Suárez, (2017) said that
digital marketing is promotion of services and goods via some forms of electronic media. When
all marketing activities such as promotion and communication is being done with the help of
social media platforms or all online platforms then it is known as digital marketing or marketing
communication. It is also being stated in this context by some authors that except face to face
communication, when customers are being made aware about effectiveness of products or
promotion of goods are known as digital marketing. So, from all these definition, it can clearly
be said that it is all about online marketing efforts.
In addition and in the context of Pisicchio and Toaldo, (2020) said that digital marketing is
a marketing via an electronic device as well as internet. It is also known as internet marketing.
Today, hundreds of businesses engage in digital marketing because they find it easier to reach a
large number if customers. Performing all marketing activities via internet plays a vital role as it
is cost and time effective. It helps companies in attracting or to grab attention of customers.
There are several tactics as digital marketing such as: social media marketing, content marketing,
e-mail marketing, and influencer marketing. It all helps companies in promoting goods and
services. Different companies make use of different digital marketing tactics. One of the main
common tactics of digital marketing via which hotels communicate or promote its products is:
social media platforms. Social media is the common and cost effective tactic because it makes
them able to communicate with customers effectively and continuously. They can provide post
selling services also to them. Customers also find easier in getting or making use of services.
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They do not need to go or visit hotels and via social media platforms they can get all information
and make themselves beneficial.
In regard to marketing communication, Moulay, 2019) state that it is a fundamental and
complex part of company’s marketing efforts. Marketing communication includes: direct
marketing, advertising, packaging and printed materials. All these are tactics that make
companies able to communicate with customers and companies makes customers aware
regarding its products and services. The main advantage of marketing communication and all
these tactics is: it promotes direct or continuous communication. It reduces barriers of
miscommunication and make beneficial to both employees and customers. In addition, they also
said that it refers means that are being adopted by companies to convey message to customers
about products as well as brand they sell and want to sell. In regard to effectiveness of
communication, it is stated that communication between employees and customers is important
as it helps customers in getting detailed information. When they get detailed information
regarding brand, products and services then they find easier to make decision regarding buying
products. They can protect themselves against failure or fake products. They can also ask for
ways to use products via social media and official website of companies. It saves their time and
cost and also makes them feel valued. Social media or digital marketing has made companies and
customers able to communicate with each other’s any time and without getting affected,
continuing or enjoying their services. Overall, it can clearly be said that digital marketing as well
as marketing communication has vast scope and can make beneficial to hospitality industry and
customers. Continuous communication increases trust and loyalty among customers and they are
less likely to switch brand that improves brand image and productivity as well.
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Figure 1: Digital Marketing
Benefits of digital marketing and marketing communication
There are several advantages of digital marketing as well as marketing communication. In
this regard Ritz, Wolf and McQuitty, (2019) stated that one of the main advantages that hotels
and hospitality industry can take by making use of digital platforms for marketing and
communication is: increasing customers’ loyalty. Companies can sell their products and services
to customers but only those companies become successful and be in the competition that
successfully retain their customers with business after selling products. It can be done only when
companies make use of digital platforms for communication. After selling hotels or customers’
service provider keep in touch with customers and update them about features of services and
also provide them post selling services such as how to make use of products and others. With the
help of digital platforms, companies can ask for feedbacks and their reviews and on the basis of
suggestions, they can make changes in their services as per the needs of customers. When
customers find better services as per their needs and recommendations then it makes them feel
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valued. They are more likely to stay with business that improves brand image and increase
customers’ retention rate. For this, hotels can make provide personalized e-mail offers to
customers and make them aware about seasonal discounts and other benefits. By encouraging
customers to follow company on social media and by providing all detailed information via this,
they can make customers’ beneficial. So, from this, it can clearly be said that digital marketing
and marketing communication can increase customers’ loyalty towards brand.
Chaffey and Smith, (2017) contradicted and said that according to them, one of the main
advantages of digital marketing or marketing communication is global reach. With digital media
or social media platforms, companies can reach to global customers and can attract them towards
buying products and services. By reaching to customers globally, hotels and companies can
increase sales. It makes all companies able to provide services to customers globally and by
providing services online to them, they can make both beneficial. When customers get services
online then it makes them feel valued as they do not have to go and visit hotels for booking and
buying services. For supporting this view Melović and et.al., (2020) stated and said that
companies can increase their revenue by making use of digital platforms or social media. They
can convert their leads by viewing as which types of products and services are being liked the
most by customers with the browsing history. Accordingly, they can produce many such
products and by providing services to customers, they can increase customers’ satisfaction rate
and increase revenue as well. So, overall, it can be said that marketing communication and
digital marketing has several big advantages and that can also improve the image of companies.
So, companies should focus on continuous communication with their customers by making use
of the effective tactics.
As per Cartwright, Davies and Archer-Brown (2021) view that, digital marketing and
marketing communication seems to be important while for having the better development and
also make sure about the various thing which could be important in developing and making the
growth for the business. While for having the better business they can easily set up their products
and services through online from which the customer reach over their websites and might be
places the order for their products and services. The organization make sure about their
employee skills from which they can buy their large number of product and also make sure about
those thing which might be important while for having their more development. Along with this
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also important for making the business online from which the customer can easily attract towards
their products and booked while by seating at their place. Digital marketing and marketing
communication keep their customer to be engaged in their websites so that customer can buy
their products and services. Furthermore, they can easily take much advantage for their products
and services. This has been also viewed that hospitality sector play the important role for having
their business through online and make their proper growth for which they can make sure about
those things which might be important for making their business successful.
Briciu and Briciu (2021) view that, the communication must be important for having the
proper coordination with the various kinds of the people and that could also easier for making
the customer engaged. Hence, this might be also important for having the better communication
among the various range of people through which they can easily take their much benefits for
which they can select over their business opportunities. Therefore, for the organization
communication must be important through which the business can run smoothly and many of the
organization can easily make their coordination for which they customer range can be increased.
Moreover, this might be also important while for having the better digital marketing and
marketing communication for which the business can run more easier.
Way to improving digital marketing strategy
According to the Marthinusen (2017), digital marketing have the main aim for focusing
over the online business while through which they can make sure about the various thing which
might be important from them. While having the business online the organization can easily
make sure about the various thing which could be important for them as well. Online space can
bring more motivation for the organization towards the existing customer and new ones for
having the better results for their future. This might be also important for having the better future
goals and objective in which they can easily set over their business for having the online
transaction. As many of the organization have also used the online payment mode for their
customer and also make sure about the various which might be important for them in having
their high positive impact over the business. Hence, this might be agility for adopting some new
trends in the organization and to use the updates resources for reducing the competition.
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As per Sturgeon (2021) view that, in having the business online that could also help the
organization while for having their more development and also make sure about the various
kinds of promotion activities. This might be also include the social media platform in which the
business can explore their things and make their customer attraction for having the high profits.
This should be also important in having their better expectation towards those things which could
be important and making their sense for the income sources for their organization. The data and
metrics should be having the proper influenced in taking the decision for the team member in
marketing for them. Hence, this might be also important for having the conversation about
anything which might be important for them. In present time while for understanding the market
concepts the organization must be required to have the data about the social trend of the business
and make the customer concept for which the business have been set up. With having the
technology changes that could be also important for having the better development and also have
their more possibility thing for the business in their hospitality industry. While through which the
business can easily make sure about the various thing which could be important for them in
having the better future goals.
George (2020) said that, while having the business through online that might be also have
some of the negative impact over the business. Through which the business cannot be easily have
their better and goals to be completed. As this can be happen while by having the high
competition through which many of the customer get confuse in having their products and
services. As digital marketing campaign have become the very competitive about the branding
things and that might be more relevant for the needs of customer along with the quick
responding. Digital marketing and marketing communication seems to be purely based on the
technology. If the organization will have the proper technology than they can only have the
proper estimation and make sure about the digitally marketing for their business. Therefore, the
websites must be required for having the better future goals and objective for which they can
work and have their business for their customer. In present time, the business have been started
from the digital marketing and that could be important for having the proper estimation of the
income sources. Through which organization can easily make their huge amount of profits.
Sharmin and et.al., (2021) contrast that, that the digital marketing can be easily improved
while by having the better growth opportunities for which they can work and also have their
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more development. For the organization the brand development can be easily available through
images rather than having the voices or messages for the brand. Hence, while for having the
brand development the organization can easily make sure about the various things which could
be important for them in having the better aspects. Digital marketing give the platform for the
business in having their development in marketing or individual with the help of the leverage
amount of the organization. Therefore, this might be also important for having the proper
estimation in their profits through which the customer can have their better growth. In addition,
the brand can become thoughtful towards their customer while for making the positively thinking
over their business for which they can make sure about the various kinds of promotion activities.
Through having the digital marketing and also addressing more about the customer for the brand.
wider reach can be have for the organization towards the large number of the customer and might
be also important for having the better future goals and objective for which they can work and
make sure about their business.
CHAPTER 3: RESEARCH METHODOLOGY
Research type
Research can be defined as study regarding a specific problems and concern while by
using various scientific methods. It is also known as systematic inquiry for describing, predict,
explain and observed for gathering various information. Basically there are two types of research
such as Quantitative and Qualitative research (Lewandowski and Özçalışkan, 2021). Quantitative
research is the process of collecting and analyzing while by using numerical data. It is also used
for finding various patterns and averages, causal relationship and generalizing their results with
having wider population. Qualitative research it is process of collecting information and
analyzing with the use of non-numerical data and try to understand their concepts, opinions or
experience. It can be also used for insights into generating or problems new ideas for conducting
research. Qualitative research data that have been used in research are of non-numerical through
which that can make their gathering information and collecting with having more methods.
Research approach
In this research approaches, interdisciplinary field including planning, research may be
conducted in various number ways that could help them in making their researcher. . Research
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approaches are basically of two types such as Inductive and deductive approaches. Deductive
approaches means for identifying the characteristic of any problems through having description.
This research cannot be described what had been caused in situation. In case of conducting
survey investigation it could keep them more observation and help them in implication of finding
about research topic. Inductive process draw for some general conclusions from individual or
observations (Reed and et.al., 2021). This approaches also keep researcher more upgrade and
finding out the end of the research process and that might be result of observation information.
Basically in conducted research scholar have make the use of hypotheses data and more theories
for developing their research study more plus relevant. Hence, this could be also important for
gathering the information while by using the observation and various experiments for having the
proper development of the research.
Research philosophy
Research philosophy have a great level for expected for having depth and devoted their
research and make the discussion more relevant. Research philosophy generally deals with
having source, nature and well-developments of knowledge in the research study. Research
philosophy are of two types such as Positivism and Interpretivism. Positivism depends on the
quantifiable observation along with that statistical analysis. Researcher has study independent
and there are no provisions for human interest within their study and developing with using
various methods that could make their study relevant (Weiss, 2021). Interpretivism research
means it is process of being observed and have their main for drivers in science. Moreover, they
have the aim for increasing general understanding their situation. The scholar has make proper
use of gaining important on topic towards the organization and might be seemed to be having
valuable data, which could have research on chosen topic and useful in making this topic study.
This might be also seeks to understand the data and developed their more study for which that
could be easier for having the proper estimation of the data.
Data collection
Data collection is one of the important elements of research methodology. It is not
possible to conduct research without performing this step. For taking decision, researcher
requires having appropriate information related to the topic. Data collection can be of two types
such as primary and secondary. Whereas, primary data collection means collecting the
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