Marketing Research Report: Hotel Booking Factors on Booking.com

This marketing research report investigates the significance of price and reliability in the context of hotel bookings made through Booking.com. The report begins with an introduction and problem statement, highlighting issues such as inaccurate hotel information and the importance of brand reliability. It outlines the objectives of the study, which include examining factors impacting Booking.com services and evaluating the roles of price and reliability from a customer perspective. The research methodology is described, detailing the philosophical approach, research methods (qualitative and quantitative), data collection techniques (surveys and questionnaires), data analysis methods (statistical analysis), and ethical considerations. The conclusion emphasizes the importance of honesty and trust in attracting customers. References to relevant literature support the research findings, providing a comprehensive analysis of the factors influencing online hotel booking decisions.

Running Head: Marketing Research 1
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Contents
Title..................................................................................................................................................3
Introduction......................................................................................................................................3
Problem statement...........................................................................................................................3
Objectives of the study....................................................................................................................3
Research methodology.....................................................................................................................4
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Title
The role of the price and reliability of the brand while confirming a hotel through
Booking.Com.
Introduction
The main aim of this research proposal is to elaborate the importance of two prospects such as
price and reliability at the time of booking the hotel through Booking. Com. The problem
statement will be made in order to describe demonstrate the issues at the time of hotel booking.
Research methodology will be discussed for the purpose to bring better understanding regarding
how to gather data.
Problem statement
The main concerns of tourists are price and reliability of brand while confirming the hotel
through online websites. The major problem in the context of online booking is wrong
information about the registered hotel. It has been found that many hotels put wrong images and
description about the hotel that put negative impact on the online booking portal (Ye, Law, Gu,
& Chen, 2011). Booking.com is a travel meta search engine and fare aggregator websites for
accommodating reservations (Kim, Kim & Park, 2017). The role of the reliability is considered
as the significant factor on which the customer relies. It has been found that price keeps matter
for online booking but it does not keep importance that much when customers get temporary
benefits because such discounts are facilities. In the context of the hotel booking, customers
show various preferences at the time of booking hotel. It has been analyzed that customers can
do their research on third party and consequently book honestly from the websites of the hotel.

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This kind of activities elevates the questions regarding the marketing strategies to be occupied
through travel agencies as well as hotels.
It has been found in the context of the problem that many hotels are registered under
booking.com without taking permission of them. Another issue regarding the statement is the
actuality of the price and reliability of the brand at the time of booking hotel. The role of the trust
is keeping huge importance while booking the hotels along with that the price was considered as
the major factor as the amount of money customers must give up to get a services as well as
products (Philipps, Barnes, Zigan, & Schegg, 2016). Along with that it has been found that many
customers are facing issue of getting right or updated information about the hotels rooms.
However, tourism expenditure was around $34.7 billion that amplify of 12.2% from the previous
year in which an international tourism expenditure amplified by 17.1% to $11.8 billion that
contribute around 17% to the exports of goods and services to New Zealand (Ratnasingam,
2012).
Objectives of the study
The main objective of the study is to demonstrate the issues regarding booking the hotel through
application by the customers. Price and Reliability are two major parameters which is considered
at most level while developing the research proposal.
 To examine the factors that put impact on the booking.com services.
 To evaluate the role of the price and reliability at the time of booking in the point of view
of the customers.

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 To investigate the solutions of the problems in order to amplify the employee
engagement with online booking.
Research methodology
Methodology is essential component for the research as it helps in elaborating the details behind
collecting the data.
Philosophical Approach
The research philosophy can be divided into three forms such as positivism, interpretivism and
realism philosophy. It has been found that the philosophy of positivism shows the accurate
knowledge which is based on the observations as well as measurements. The use of
interpretivism philosophy will be considered under this research as it helps in drawing the
conclusion about the selected topic.
Research method
There are number of methods in order to gather the data regarding the topic such as quantitative
and qualitative method. This research will entail both methods to gather the data regarding the
topic in which qualitative as well as quantitative methods will be considered in order to draw the
conclusion. The survey through questionnaire can be considered under this research to gather the
information regarding the assignment (Orkin, 2014). On the other hand, the method of qualitative
can be taken into consideration in order to gather the data regarding the topic. This research will
cover both qualitative and quantitative sources to collect information and data.
Collection of the data

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Collection of the data is vital aspect of the entire research as it helps in completing the research
that gives a significant conclusion. The data will be gathered by taking use of the combination of
the primary and secondary resources. The primary resources will be used which will be gathered
from survey, questionnaire, case study, and action research and many more (Hanvey, 2018). On
the other hand, secondary data will be gathered from published in books, journal articles,
magazines, websites and online sources.
In the context of this research, survey will be conducted in order to gather the primary data.
Survey through questionnaire will be helpful to get information regarding the selected topic in
which 20 participants will be chosen. Random sampling strategy will be considered to gather
data regarding the proposed topic.
Data analysis
Data analysis methods are entailed the statistic analysis, disclosure analysis and thematic
analysis which facilitates in providing the data. Statistical data will be used to gather the
information in which the use of MS Excel will be considered while analysing the data. The
graphs and tables will be made to increase an effective understanding regarding the findings and
responses regarding the selected topic.
Ethical Consideration
The research proposal will be made after considering the ethical point of view which shows the
ending of each task in ethical manner (Connelly, 2014). All information that has collected
through survey will be kept confidential. However, there will be restrictions for the aim of
eliminating the unethical conduct from the research. So, this research will be done under the
boundaries of ethical practices.

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Conclusion
It can be concluded that honesty and trust keep huge importance in attracting number of
customers towards the services of the hotel industry. The research proposal has been entailed two
parameters such as reliability and price in depth manner in which the problem statement has been
made regarding the issues of booking hotel by online application. The research methodology has
been considered under this research in order to attain better understanding about gathering data.

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References
Connelly, L. M. (2014). Ethical considerations in research studies. Medsurg Nursing, 23(1), 54.
Hanvey, C. (2018). Data Collection Methods. In Wage and Hour Law (pp. 19-46). Springer,
Cham.
Kim, S. Y., Kim, J. U., & Park, S. C. (2017). The Effects of Perceived Value, Website Trust and
Hotel Trust on Online Hotel Booking Intention. Sustainability, 9(12), 2262.
Orkin, K. (2014). Data Collection Methods. Encyclopedia of Quality of Life and Well-Being
Research, 1430-1432.
Philipps, P., Barnes, S., Zigan, K., & Schegg, R. (2016). Understanding the impact of online
reviews on hotel performance (No. ARTICLE-2016-267).
Ratnasingam, P. (2012). Customer’s trust indicators in the online hotel booking
decision. International Journal of Business, Humanities and Technology, 2(2), 192-198.
Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated content on traveler
behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online
bookings. Computers in Human behavior, 27(2), 634-639.