Marketing Strategies in Hospitality During COVID-19: Marriott Study

This research report aims to identify and evaluate the marketing strategies employed by Marriott during the COVID-19 pandemic. The study acknowledges the negative impact of the crisis on the UK hospitality sector and explores how businesses like Marriott adapted their marketing practices, particularly through digital channels. The research objectives include identifying different marketing strategies used during the pandemic, investigating the significance of marketing in the hospitality industry, indicating the importance of marketing during the pandemic, and recommending essential marketing strategies for Marriott. The methodology involves a qualitative approach, utilizing both primary and secondary data, with a focus on thematic analysis. The report also addresses research limitations, ethical considerations, and provides a timeline for the research activities. The literature review highlights the importance of digital marketing, social media engagement, and customer retention strategies during the pandemic, emphasizing the need for hotels to promote safety measures and build trust with customers.

PHigher National in Hospitality Management
Unit 18 Research Project
RESEARCH PROPOSAL FORM
STUDENT DETAILS
Section One : Research Title, Aim and Objectives
Research Title: To identify and evaluate marketing strategies used by hospitality businesses at
the time of COVID-19 pandemic: A study on Marriott…………………………………………….
Background of the study
In the recent era, UK hospitality sector is growing increasingly with a very high pace.
However, it was affected very negatively due to Covid-19 crisis. This crisis was the reason of a
negative influence on the operations of hospitality sector. During this period this industry
focused on specific marketing strategies which would increase the business opportunities. With
the rise in technology companies in this sector has started utilizing social networking sites for
technological advancements in the marketing practices. Digital Marketing has been considered
to be the upcoming strategy that has helped the business in grabbing opportunities for
pertaining to sales. This can help the advertisement for social sites for customers for target
customers reside at global level. The current proposal of Marriott has been selected for the
influencing marketing strategies during Covid-19 pandemic to gain competitive advantage.
Research Aim The aim of this research is to understand the role of marketing and its utilization
for hospitality business during Covid-19 pandemic in Marriott.
Research Objectives (How do you want to achieve this aim. At least three/four objectives).
To achieve this aim, the following objectives have been proposed.
i. To identify different marketing strategies used during Covid-19 pandemic.
ii. To investigate the significance of marketing on Hospitality industry.
iii. To indicate the importance of marketing in hospitality industry during the
pandemic.
iv. To recommend essential marketing strategies to Marriott for promotions during the
pandemic period.
Unit 18 Research Project Proposal–Spring 2021

Research Questions (convert each objective above into a research question)
i. What are the different marketing strategies and their pros and cons?
……………………
ii. How marketing affects the hospitality industry?……………………
iii. …………………….
iv. What was the role of marketing in Marriott during Covid-19 pandemic?
…………………….
Section Two: Research Rationale and Scope
Reason for doing this research is to analyse how the marketing practices in the organization
can affect the business of hospitality industry. This recognizes the research issue which is
related to how an organization will be able to improve the marketing of the hospitality
industry. The focus of the business needs to be positive and negative manner. In this research
the thematic perception test technique needs the research to shed the light on the different
levels of the marketing.
Rationale/Justification for the Topic: this should briefly cover the following three areas.
i- Personal reasons for choosing the project topic (e.g. links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to improve)
ii- The gap identified in the literature
iii- Practical benefits of the study (i.e. state the beneficiaries of the study).
Research Scope: this should briefly cover the following.
i. State the geographical area and name of organisation the research will focus on. Give
reason.
ii. State the units of study (i.e. the target groups that the study will focus on)
iii. List the theories and/or themes that will be involved in the study.
Section three : Preliminary Literature Review
According to Sheth, (2021) marketing was very important for the companies during
pandemic to engage with the customers. This allowed them to turn customers as their
valuable asset for the creation of a long-term cash streams. During the pandemic
prioritizing on the trusted relationship of the customers allowed the business in the
management of the marketing practices. Li, Larimo and Leonidou, (2021) added to that
online sales are going to be the key practice during the Covid-19 therefore promotions
of the online practices related to the organization can be very effective form of
marketing. This will help the business to transform their digital marketing investments
for supporting the operations.
Unit 18 Research Project Proposal–Spring 2021

As per the view of Olson and et.al., (2018) social media will be the most useful
form of marketing platform during the pandemic. This will allow the business in
engaging the customers during the pandemic and also be able to have higher
performance with this strategy of contributing to the social media performance. Rana
and et.al., (2020) explained that customer's retention during the pandemic can be
influenced very effectively for focusing in the market to increase the social media
budget.
From the evaluation of Dianto and et.al., (2020) marketing of hospitality
organization has been considered to be the essential for the hotel to promote their
property, highlight, features and establishes the benefits of the organization. Marketing
plays the role of safety in the hotels as it helps the organization promote the safety
measures, highlights, hygiene and safety in the communication for the Covid-19.
Gnizy, (2019) said that hotels use marketing for educating their customers about the
new trends in the Hotels specially during the pandemic period.
Gechbaia, Kharaishvili and Mushkudiani, (2019) added that marketing allows
the hospitality industry to let the potential guests experience the guests from far. This
can allow the organization to promote the new trends that it has introduced in the
organization. Effective marketing helps the customers during the booking of the
services. Dewi, (2020) explained that marketing for hospitality is very important for the
competitiveness in the industry. This is considered to be helpful for the business in the
management of adding value.
The study of Sharma and Shrivastava, (2021) explains how marketing practices
during pandemic in hospitality was helpful for the organization. This allowed them to
enhance their reach to the customers through the digital marketing. Application of
digital marketing is considered to be faster cheaper and more effective mode of
marketing. Pan, Torres and Zúñiga, (2019) explained that creation of social media
marketing can influence the consumers towards the hospitality organization and their
offerings.
From the analysation of Baena, (2019) development of websites during the
pandemic helps the hospitality organization to update its practices and growth the
essential features during the outreach of the strategy. The explanation of Liu and
Chen, (2021) explained how Covid-19 solutions introduced by the hotels can help the
business in building connection and trust with customers. Pandemic has been the time
when the organization have been focused on enhancing the digital marketing
practices.
Section Four: Overview of Research Methodology:
Unit 18 Research Project Proposal–Spring 2021

Research Type
The research type is considered to be distinguished in the terms of qualitative
and quantitative research types. Qualitative research involves collection and
analysation of non-numeric data for understanding the concepts, opinions or
experiences. Quantitative research is the process of collecting and analysing the
numeric data for the collection of finding patterns and average which is essential for
making predictions and generalized results.
Research Approach
Research approach is the plan and process that consists of the steps on the
basis of the research problems. There are two types of research approach inductive
and deductive out of which inductive approach of research has been chosen for this
research. This approach is the observation and theories formulated towards the end of
the research as a result of observations.
Research Philosophy
Research Philosophy is a belief about the way in which data about phenomenon
should be gathered to be used in research. There are two forms of research philosophy
such as, interpretivism and positivism. Out of this two research philosophy the
interpretivism is the chosen philosophy for this research. Interpretivism is based on the
principle which states the research performs a specific role for observing the facts
which are analysed.
Data collection
There are two types of sources in data collection primary and secondary.
Primary sources of data are interview transcripts recordings of speeches, newspapers
and surveys in which the information is collected from someone else earlier. Secondary
sources of data which is collected from someone else earlier as they are studies done
previously such as, books, articles, journals and websites. In this research the both the
primary and secondary data has been taken for research.
Data analysis
Research analysis is the process of systematic application of statistical and
logical techniques for the description of the illustration, condense and recap for the
evaluation of the gathered data. The data analysis in this research proposal is using
the qualitative technique for analysing the data effectively. In this research different
considerations are going to be made for understanding the responses for several
themes which will be prepared for the analysation of the research.
Reliability & viability
In order to ensure the validity of the research the papers and articles which are
published after 2018 have been considered. This will make the research more relevant
the recent trends and happenings. Further the copyright account needs to be protected
for the secondary sources for the data which is collected in the reliability.
Unit 18 Research Project Proposal–Spring 2021

Research limitations
The limitations of this research are going to be the sources such as time, money and
unavailability of the association with the study. This research can be done in more detailed with the
help of quantitative tool such as SPSS but due to the limitations of time thematic analysis will be
considered.
Ethical Aspect of Study
The ethical aspects of the respondents need to be selected for the survey have given their consent for
serving the purpose of research. This will show the participation of the respondents in the survey for
being added at the end of the report which exhibits the work.
SECTION FIVE: BREAKDOWN OF ACTIVITIES AND TIMESCALE
Gantt Chart
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Research topic selection 1 day Mon 3/14/22 Mon 3/14/22
Auto
Schedule
d
Aims and Objectives 1 day Tue 3/15/22 Tue 3/15/22 1
Auto
Schedule
d
Creating Literature Review 5 days Wed 3/16/22 Tue 3/22/22 2
Auto
Schedule
d
Development of Research
Methods 4 days Wed 3/23/22 Mon 3/28/22 3
Auto
Schedule
d
Developing Questionnaire 2 days Tue 3/29/22 Wed 3/30/22 4
Auto
Schedule
d
Collecting data via survey
(Questionnaire) 10 days Thu 3/31/22 Wed 4/13/22 5
Auto
Schedule
d
Structuring data with
arrangement 3 days Thu 4/14/22 Mon 4/18/22 6
Auto
Schedule
Evaluating Data 2 days Tue 4/19/22 Wed 4/20/22 7
Unit 18 Research Project Proposal–Spring 2021

d
Auto
Schedule
d
Findings and concluding 2 days Thu 4/21/22 Fri 4/22/22 8
Auto
Schedule
d
Recommending new
strategies 3 days Mon 4/25/22 Wed 4/27/22 9
Auto
Schedule
d
Consultations with tutor 2 days Thu 4/28/22 Fri 4/29/22 10
Auto
Schedule
d
Feedback 1 day Mon 5/2/22 Mon 5/2/22 11
Auto
Schedule
d
Submitting after feedback
1 day Tue 5/3/22 Tue 5/3/22 12
List of References : Baena, V., 2019. Global marketing strategy in professional sports. Lessons
from FC Bayern Munich. Soccer & Society, 20(4), pp.660-674.
Dewi, N.P.R.C., 2020. Digital marketing strategy on travel tourism businesses in
marketing 4.0 era. International Research Journal of Management, IT and Social
Sciences. 7(3). pp.58-64.
Dianto, E., and et.al., 2020. BNI Marketing Strategy for Credit Cards in Dealing Global
Competition in State Bank Indonesia (Persero) Tbk Banda Aceh Branch Office.
Unit 18 Research Project Proposal–Spring 2021

Budapest International Research and Critics Institute-Journal (BIRCI-Journal),
pp.1134-1146.
Gechbaia, B., Kharaishvili, E. and Mushkudiani, Z., 2019. The trends of producing agro-
food products and export innovative marketing strategy in Georgia. Economics.
Ecology. Socium. 3(3). pp.1-10.
Gnizy, I., 2019. The role of inter-firm dispersion of international marketing capabilities
in marketing strategy and business outcomes. Journal of Business Research.
105. pp.214-226.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the
Academy of Marketing Science. 49(1). pp.51-70.
Liu, Y. and Chen, W., 2021. Optimization of Brand Marketing Strategy of Intelligent
Technology under the Background of Artificial Intelligence. Mobile Information
Systems, 2021.
Olson, E.M., and et.al., 2018. The application of human resource management policies
within the marketing organization: The impact on business and marketing
strategy implementation. Industrial Marketing Management. 69. pp.62-73.
Pan, Y., Torres, I.M. and Zúñiga, M.A., 2019. Social media communications and
marketing strategy: A taxonomical review of potential explanatory approaches.
Journal of Internet Commerce, 18(1), pp.73-90.
Rana, S., and et.al., 2020. Determinants of international marketing strategy for
emerging market multinationals. International Journal of Emerging Markets.
Sharma, P. and Shrivastava, A.K., 2021. Marketing strategy for financial services in
Indian financial service institutions. FIIB Business Review, 10(4), pp.404-412.
Sheth, J., 2021. New areas of research in marketing strategy, consumer
behavior, and marketing analytics: the future is bright. Journal of
Marketing Theory and Practice. 29(1). pp.3-12.
Student Declaration
I confirm that the proposed Research Project is not work that has been or will be submitted for
another qualification or by another student and is appropriate:
Student Name and Signature: Date:
Comments and Agreement from Tutor
Comments:
I confirm that the project is not work that has been or will be submitted for another qualification and
is appropriate:
Agreed: (Name) (Date)
Unit 18 Research Project Proposal–Spring 2021

Research ethics approval form
All students conducting research activity that involves human participants or the
use of data, collected from human participants, may be required to gain ethical
approval before commencing their research. Please answer all relevant questions
and note that your form may be returned if incomplete.
For further support and guidance please see your Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Student Details
Student Name Student ID
Section Two: Project summary
*
*
Please select all research methods that you plan to use as part of your project:
Interviews
Questionnaires
Observations
Use of Personal Records
Unit 18 Research Project Proposal–Spring 2021

Data Analysis
Action Research
Focus Groups
Other (please specify)
Section Three: Participants
* No
Will your research involve human participants? Yes
Who are the participants? Tick all that apply
Young people
aged 17-18:
Ages 12-16 Adults:
How will participants be recruited (identified and approached)?
Describe the process you will use to inform participants about what you are
doing:
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
Studies involving questionnaires: Will participants be given the option of omitting
questions they do not wish to answer?
* No:
Unit 18 Research Project Proposal–Spring 2021

Yes:
If No, please explain why below and ensure that you cover any ethical issues
arising from this:
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be approved.
* No:
Yes:
Will you debrief participants at the end of their participation? (e.g. give them a brief
explanation of the study)
* No:
Yes:
* No:
Will participants be given information about the findings of your study? (This could
be a summary of your findings generally)
Yes:
Unit 18 Research Project Proposal–Spring 2021

Section Four: Data storage and security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
No:
Yes:
Who will have access to the data and personal information?
During the research
Where will the data be stored?
Will mobile devices, such as USB storage and laptops, be used?
No:
Yes:
If yes, please provide further details:
After the research
Where will the data be stored?
How long will the data and records be kept, and in what format?
Will the data be kept for use by other researchers?
No:
Yes:
If yes, please provide further details:
Section Five: Ethical issues
Are there any particular features of your proposed work which may raise ethical
concerns? If so, please outline how you will deal with these:
Unit 18 Research Project Proposal–Spring 2021

It is important that you demonstrate your awareness of potential risks that may
arise as a result of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following:
• informed consent
• potentially vulnerable participants
• sensitive topics
• risks to participants and/or researchers
• confidentiality/anonymity
• disclosures/limits to confidentiality
• data storage and security, both during and after the research (including
transfer, sharing, encryption, protection)
• reporting
• dissemination and use of your findings.
Section Six: Declaration
I have read, understood, and will abide by the [Nelson College London ]
Research Ethics Policy:
No:
Yes:
I have discussed the ethical issues relating to my research with my tutor:
No:
Yes:
I confirm that, to the best of my knowledge, the above information is correct and that this is a full
description of the ethical issues that may arise in the course of my/our research.
Student Name(s) Date
Unit 18 Research Project Proposal–Spring 2021