University Project Proposal: MNG10720, Internet and Hotel Selection

This project proposal, submitted for MNG10720, investigates the significant impact of the internet on the hotel selection process within the travel and tourism industry. It examines how online platforms and social media influence customer decisions, focusing on the importance of online marketing strategies for hotels. The research explores the factors customers consider when choosing hotels, such as online reviews, ratings, and the influence of various online parameters. The study aims to identify effective strategies for hotels to attract customers through online marketing and social media, analyzing customer perceptions of online reviews. The scope of the research includes domestic and international travelers aged 25-50 visiting budget hotels in Sydney between September and December 2019. The project emphasizes the need for hotels to adapt their online presence to meet the evolving preferences of modern travelers and enhance their competitiveness in the market.

MNG10720
Assignment 2: Project Proposal
Student Name:
Student ID:
University Name:
1

Contents
Background......................................................................................................................................3
Significance.....................................................................................................................................3
Scope................................................................................................................................................4
Problem statement and objectives...................................................................................................4
References........................................................................................................................................5
2

Background
The travel and tourism industry is considered as one of the fastest growing industry across the
globe. A major credit of this can undeniably be given to the widespread popularity of the concept
of globalization. People from all over the world for various reasons make plans to visit different
parts of the world. This has further resulted into an immense increase in the popularity of the
travel and tourism sector. One of the main components of this industry is the hotels which
provide accommodation to the travellers. As stated by Cheversand Spencer (2017), the tourists
choose their preferred hotels based on various parameters such as quality of the services offered,
cost of the hotel, its reviews online sites like TripAdvisor, Booking.com, and Trivago to name a
few, quality and variety in food offered by the hotel, facilities available and many more. As
opined by Ison (2016) the internet plays a significant role in the hotel selection process of the
tourists. This is because internet makes significant contributions in helping them to collect
relevant information regarding the preferred hotel from various online sites. In addition to this,
they also analyses the review of the hotel which are available in the online platforms. As stated
by Morosanand Bowen (2018) the internet acts as a platform for the tourists to gain insights
regarding the best available hotel option in a particular tourism destination. It has been observed
that the popularity of hotels on online platforms is perceived very vital by the customers. The
current research will focus on the role of internet in enhancing the customer hotel selection
process.
Significance
The research topic which has been selected for this research is considered very significant for the
travel and tourism industry. This is because it will enable the hotels to plan their online
marketing strategy and social media marketing strategy. As opined by Pei-JouKuo, Zhang and
Cranage (2015) previously it was observed that the tourists or travellers used to select a
particular hotel based on its word of mouth publicity besides its popularity within a particular
location. As stated by Vucetic (2016) the representatives of the current generation mainly selects
hotels based on their online research where they tend to analyse the hotels on various parameters
such as the ratings received by the hotels, the proximity of the hotels with nearby tourism
destinations, the deals and discounts offered, their reviews online posted by different customers,
3

the service quality of the hotels, the rate of visitor satisfaction, the hospitality of the hotel staffs,
the quality of foods and the additional services offered by the hotels. As opined by
Tantrabundit(2015) therefore, it is very important for the hotels to redesign their online
marketing strategy and social media strategy in order to become the more preferred choice of the
tourists in terms of selection of the hotel at various locations.
Scope
The research will be conducted on the domestic and international travellers between the age
group of 25-50 years who will be visiting the various budgeted hotels in Sydney during the
period of September – December 2019.
Problem statement and objectives
The problem statement of the research is that the current study will help in identifying the
various strategies which should be adopted by hotels in the context of online marketing and
social media marketing for attracting customers. The main objective of the study is to identify
and analyse the various parameters which are perceived important by customers in online
platform while finalizing their hotel of choice. Another objective of the study is that it will help
in analysing the perceptions of the customers regarding online reviews received by the hotel.
4

References
Chevers, D., and Spencer, A. (2017). Customer satisfaction in Jamaican hotels through the use of
information and communication technology. Worldwide Hospitality and Tourism Themes,
[Online] 9(1), 70-85. Available at:https://search.proquest.com/docview/1870607606?
accountid=30552 Accessed on 29/3/2019
Ison, J. T. (2016). The relationship between the internet, social media, customer preference, and
customer loyalty in the hotel industry. Business Premium Collection.[Online] Available at:
https://search.proquest.com/docview/1864676477?accountid=30552 Accessed on 29/3/2019
Morosan, C., and Bowen, J. T. (2018). Analytic perspectives on online purchasing in hotels: A
review of literature and research directions. International Journal of Contemporary Hospitality
Management, [Online]30(1), 557-580. Available at: http://dx.doi.org/10.1108/IJCHM- 10-
2016-0566 Accessed on 29/3/2019
Pei-JouKuo, Zhang, L., and Cranage, D. A. (2015). What you get is not what you saw: Exploring
the impacts of misleading hotel website photos. International Journal of Contemporary
Hospitality Management,[Online] 27(6), 1301-1319. Available at:
http://dx.doi.org/10.1108/IJCHM-11-2013-0532 Accessed on 29/3/2019
Tantrabundit, P. (2015). How online review and rating systems affect online consumer buying
behaviour in the hotel industry. Business Premium Collection.[Online] Available at
https://search.proquest.com/docview/1677543891?accountid=30552 Accessed on 29/3/2019
Vucetic, S. (2016). Online promotion of small hotels of the Adriatic region in Croatia. Varazdin
Development and Entrepreneurship Agency (VADEA): Varazdin.[Online] Available at
https://search.proquest.com/docview/1856836869?accountid=30552 Accessed on 29/3/2019
5