HND in TTM and HM Research Project: Marketing and Visitor Satisfaction

This research proposal investigates the influence of marketing on visitor satisfaction within the UK hotel industry, with a specific focus on the Hilton Hotel. The study aims to assess consumer behavior towards hotels, analyze the role of the marketing department, and evaluate its performance in collaboration with other departments. The research will employ a qualitative methodology, including random sampling and primary data collection through questionnaires. Ethical considerations, such as data validity and respondent privacy, are also addressed. The proposal outlines the research rationale, objectives, information required, methodology, and a time management plan. The study draws on existing literature to support its arguments, examining topics such as consumer behavior, marketing strategies, and the importance of collaboration between marketing and other departments. The research is designed to provide valuable insights into how marketing can enhance customer satisfaction and improve the overall performance of hotels.

RESEARCH PROJECT PROPOSAL FORM
Programme HND in TTM and HM
Surname
Forename(s)
Email address
Department Travel, Tourism and Hospitality Management
Working title of
your proposed
research
The influence of marketing on visitor's satisfaction UK.
1. Research project description
In tourism and travel industry the main issue which is faced the companies is the satisfaction of
tourists as it involves the measures for determining whether a tourist is satisfied or not. Satisfaction as well
experience of customer is closely linked with the marketing and can have a influence on the visitors
satisfaction. It is the fundamental goal of marketing to attract customers in order to increase the sale and gain
competitive advantage. Companies adopt various marketing strategies which includes the long-term and
short-term activities which have an impact on the visitor's attraction and satisfaction level.
Rationale: It is really important for company to meet the expectation levels of visitors which visit to hotel as
there is a high level of competition in UK's hospitality industry. Also, researcher wants to know how
marketing can have an influence on the visitor's satisfaction and what are the strategies adopted by the
companies to improve visitors satisfaction.
2. Aims and Objectives:
Aim: To investigate the influence of marketing towards the consumer satisfaction and methods
adopted by marketing team to enhance customer's satisfaction level.- A case study on Hilton Hotel.
Objectives -
• To assess the consumer behaviour towards the hotels.
• To analyse the role of marketing department within hotel.
• To assess the performance of marketing with other departments of the organisation.

3. Information required:
As per the views of López-Cabarcos, M. Á and et.al, (2015) consumer behaviour is related to why a
particular customer makes a buying decision and this involves a company should understand what a
customer wants and also how much they are willing to pay for a services and they choose a particular
services and how they finally purchase a service of a hotel. Within the hospitality industry the behaviour of a
guest affects on how a guest chooses a particular hotel and services associated to it. There are various factors
which have an influence on the behaviour of guest like psychological factors, social factors, technological
factors, price, service quality, etc. It has become very important for companies to study and analyse the
guests behaviour and identify the factors which led them to choose a hotel. This information gathered by the
hotel can help in attracting similar customers in the future. As illustrated by Oyner and Korelina, (2016)
marketing department forms an important department for any hotel as they help in attracting existing and
potential guest towards the hotel products and services. One of the major role of marketing department is to
promote the products and services of the hotel in order to increase the sale to higher levels. Also, marketing
department works with different advertising agencies and manages effective relationship with other agencies
and partners in order to attract customers. This department also oversees the budget of promotion, marketing
and advertising in order to influence the guests in a best possible way. It is also the major roles of marketing
to conduct market research and monitor customer views on hotel's website and other websites in order to
identify the weakness and strengths of hotel.
As noted by Nieves and Diaz-Meneses, (2016) marketing department of hotel has to work in collaboration
with other department in order to improve the performance of the hotel effectively. Marketing department
and housekeeping department have to work in collaboration as marketing department can gather information
about the kind of housekeeping services which a guest desires which can improve the performance of the
hotel in an effective manner. Similarly marketing and production department have to work in collaboration
in order offer better food and beverage services to customers as customers preferences and needs change on
which marketing department keeps eye. This can surely enhance the visiting experience of guest in the hotel.
As there new dishes and cuisines that are demanded by guest and based on the market survey marketing
department can help in improving the kitchen services of the hotel.

4. Research methodology:
Research type: Research type can be divided into two main categories which are qualitative and quantitative
research. Qualitative research is referred as method of observation in order to gather the theoretical data and
focuses on the meanings, definitions, as well as description of information in an effective manner.
Quantitative research is a type of research which involves the investigation of the phenomena in which
quantifiable data is gathered (Leiblein and et.al., 2016). In this research, researcher will use qualitative
research as it help in gathering the important information which can help in business decision of the hotel and
also provides valuable data which can help in enhancing the services of the hotel.
Sampling method: Sampling can be defined as a process of selecting units for example people from a huge
population of interest in order to make the studying of the sample easier for researcher. Sampling can be
divided in two categories such as probability and non-probability sampling. Probability sampling is a
technique in which researcher can chose sample for a population by using the theory of probability and non-
probability sampling is a technique in which every individual get an equal chance of participations. In this
report researcher will chose random sampling technique as it will allow researcher to eliminate bias from the
target population and total sample size for the report will be 20.
Data Collection: It is the process of collection of valid and appropriate data and information form the
choosing sample size which can help the researcher to properly analyse the data gathered. Data collection is o
two types secondary and primary data collection method. Secondary data collection is method which allows a
researcher to collect the data from the primary sources like internet, journals, articles etc. Primary data
collection method is a method in which data is collected from the first-hand sources ( Rodrigues and Rosa,
2017). In this research, researcher will use primary researcher in the form of questionnaire as it will allow the
researcher to gather information form original sources like the customers, which will increase the quality of
research.
Ethical consideration: This is the major part of the research and there are various ethical considerations
which a researcher has to take while conducting a researcher and some of them are mentioned below:
• The validity and authenticity of the data will preserved in an original form.
• There no misuse of information and data gathered from the respondents.
• Also, privacy of respondents will be maintained
5. Does your proposed research involve any of the
Following:
• Deception of participants? No
• Financial inducements? No
• Possible psychological stress? No
• Access to confidential information? No
• Any other special circumstances? No
• Any other ethical and regions issues No
6. Any other information

(Please expand as required in the space provided)
Does your proposed research involve any of the following? Time management plan and
GANTT CHART etc
WEEKS
Actions 1 2 3 4 5 6 7
Groundwork on research.
Commencement of main
research
Data collection
Data analysis
Conclusion and
recommendations
Student Name Date submitted to ICON College
FEEDBACK AND APROVAL FROM THE RESEARCH PROJECT
SUPERVISOR/TUTOR
Name Date

REFERENCES
Books and journals
Leiblein, T. W and et.al., 2016. Legionella and risk management in hospitals—A bibliographic research
methodology for people responsible for built environment and facility management. International
journal of hygiene and environmental health. 219(8). pp.890-897.
López-Cabarcos, M. Á and et.al., 2015. The influence of organizational justice and job satisfaction on
organizational commitment in Portugal’s hotel industry. Cornell Hospitality Quarterly. 56(3).
pp.258-272.
Narteh, B. and Odoom, R., 2015. Does internal marketing influence employee loyalty? Evidence from the
Ghanaian banking industry. Services Marketing Quarterly. 36(2). pp.112-135.
Nieves, J. and Diaz-Meneses, G., 2016. Antecedents and outcomes of marketing innovation: An empirical
analysis in the hotel industry. International Journal of Contemporary Hospitality
Management. 28(8). pp.1554-1576.
Rodrigues, P. and Rosa, P. J., 2017. Eye-tracking as a research methodology in educational context: a
spanning framework. In Eye-tracking technology applications in educational research. (pp. 1-26).
IGI Global.