Research Project: Social Media and Hotel Brand Loyalty, UK

This research project examines the impact of social media on brand loyalty within the hotel industry, specifically focusing on the Four Seasons Hotel in the UK. The study investigates how social media tools, such as Facebook, Twitter, Instagram, and YouTube, are utilized to enhance customer engagement, build brand awareness, and foster long-term customer relationships. The research includes an introduction outlining the importance of brand loyalty in the hospitality sector, a literature review analyzing existing research on social media marketing and brand loyalty, and a detailed methodology section explaining the quantitative research approach, including the use of surveys. The data analysis section employs thematic analysis to interpret survey responses, followed by a discussion of the findings, conclusions, and recommendations for the hotel to improve its social media strategies. The project aims to provide insights into how hotels can leverage social media to maximize profitability by creating and maintaining strong brand loyalty among their customers. This assignment is available on Desklib, a platform for students providing study resources.

Research Project
(The impacts of Social Media in
creating brand loyalty in hotels: A case
study of Four Seasons Hotel, UK)

Abstract
The study is based on the analysis of the impact of social media in creating brand loyalty
in The Four Season Hotels to maximize the profit of the organization. In this business scenario,
competition within market is so high and the key motive of each small as well as large business
enterprises is to attaining higher growth and success at market place through developing their
business operations at global scale. Brand loyalty is the primary consideration of businesses
within hospitality sector, thus in this specific sector people are more loyal towards the operations
and functions offered by the businesses to their significant customers. This is a wide area of
management work which is effective in developing the idea and knowledge base on people
towards the chosen subject area. This study has wide focus in providing relevant information in
regards to the area of social media and how it is effective in creating brand loyalty. Hospitality is
the most developing sector and it contributes in the economic growth of a country. Four Season
Hotel Group is a large multinational hotel which has its global business operations. The hotel is
widely concern over using social media as their strategic tool in respect to creating brand loyalty
for the firm. Brand loyalty is refers as an effective positive feeling towards a product, service or
brand and dedication to set the mind towards purchasing the same repeatedly for the sack of
fulfilling of their own needs. In the context of hotel industry brand loyalty is an essential aspect
which plays vital role in the maximising the profitability of the firm through retaining customers
for long run of business operations. The key scope of the particular study is to addressing the
issue of research through conducting an in-depth analysis over the chosen subject area. This
study is effectual in enhancing the the ability and knowledge towards the area of social media
and how it works in maximising brand loyalty of an organisation.
In the section of introduction proper aim and objectives are implemented to providing a
clear vision in regards to the activities held within the exploration area. In this proper overview
and background is provided to discussing the issue in proper manner and a rational is also being
provided to rendering the benefits of the research in effective manner. Therefore objectives are
taken into consideration to developing the section of literature review in effective manner, thus
Literature review is effective in conducting in-depth analysis through reviewing the opinion and
perspective of various authors and writers. Literature is the major part of an investigation which
covers a wide area through making suitable discussion over the chosen subject, therefore it is

effective in creating a theoretical framework which assist an individual in making proper
understanding regrading the area of study.
Research methodology is effective in providing support to the whole work by the
selection of suitable methodologies and tools. In the present study area, quantitative is the most
suitable tool on which the entire investigation is based as it is effective in accumulation of fact-
full information. In this both primary and secondary tools are applied by the researcher as these
are effective in collection of suitable information in effective manner. Primary investigation is
taken place through conducting a survey via the help of developing a questioner and on the
contrary side secondary sources like books, journals, published research articles, online sites etc.
are applied to develop literature which supports the whole investigation in proper manner.
Data analysis is also executed to analysing the accumulated information in effective
manner, as in this data is being analysed through thematic analysis as in this themes are prepared
on the basis of the questions of questionnaire. Along with this, conclusion and recommendations
are created after completion of the investigation activities, Thus conclusion is being created to
providing a proper summary on the whole outcome or results. However recommendation is
effective in providing appropriate suggestions that are suitable for businesses to attaining growth
and success.

Table of Contents
Abstract ...........................................................................................................................................2
Part 1: Research Proposal ...............................................................................................................1
TITLE: ............................................................................................................................................1
Introduction .....................................................................................................................................1
Literature Review ............................................................................................................................6
Research Methodology .................................................................................................................11
Time Scale: ...................................................................................................................................13
References .....................................................................................................................................15
Part 2: Dissertation ........................................................................................................................17
TITLE: ..........................................................................................................................................17
Chapter 1: Introduction..................................................................................................................17
Chapter 2 : Literature Review........................................................................................................25
Chapter 3: Research Methodology ................................................................................................36
3.1 Type of Investigation .....................................................................................................36
3.2 Research philosophy.......................................................................................................37
3.3 Research approach..........................................................................................................37
3.4 Research Design ............................................................................................................37
3.5 Data Collection ..............................................................................................................38
3.6 Data Sampling ...............................................................................................................39
3.7 Ethical Consideration ....................................................................................................39
Chapter 4: Data Analysis ..............................................................................................................40
Chapter 5: Discussion ...................................................................................................................59
Chapter 6: Conclusion and Recommendation ...............................................................................61
Introduction .........................................................................................................................61
Conclusion ...........................................................................................................................61
Recommendation .................................................................................................................63
Chapter 7: Reflection ....................................................................................................................65
REFERENCES..............................................................................................................................69
Appendix .......................................................................................................................................73

Part 1: Research Proposal
TITLE:
The positive impacts of Social Media in creating brand loyalty in hotels: A case study of
Four Seasons Hotel, UK.
Introduction
Overview of the Research
In the context of business, social media now a day's becomes an integral part of an
individuals daily life since it has been widely applied in marketing terms in the context of
advertising and transaction through different sort of businesses. Social media is considered as the
key aspect of digital world, thus digitalisation has revolutionized communication among
businesses, individuals and allowing them to overcome geographical and time constraints that in
turn allows consumers and organisations to be connected across the globe at any time (He, Zha
and Li, 2013). Social media tools plays vital role in business growth, thus it is effective in
developing the inter-relationship with customers at global level, that could result in increasing
the brand loyalty. In the context of hospitality industry, the growth and progression is based on
the satisfaction of people at market place. Hospitality is one of the most emerging sector in
today's business industry. It has significantly spread around each corner of the globe. Brand
loyalty is refers as the key consideration of hotel industry as it is the key aspect of achievement
of significant development and maturation within the commercial centre. Social media tools like
online media tools which involves Facebook, Twitter, Instagram, Snap Chat, You Tube etc. plays
imperative positive role in developing the brand loyalty by increasing awareness among the
people in respect to the subject matter of the firm. Four Season Hotel is the chosen organisation
for this particular dissertation, as it is an international leading luxury hospitality firm. The hotel
is widely concern over using social media as a major strategic source for creating brand loyalty.
Background of the Research
Hospitality is recognised as one of the most important sector in may regions and has a
major influence over the economic development of a country (SIGNIFICANCE OF
HOSPITALITY AND TOURISM IN A COUNTRY’S ECONOMY). This segment is basically
represented in hotels, restaurants, cafes, motels, bars, parks. The success and growth of this
sector is mainly based on the attributes of items and facilities that are being provided by the
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businesses to their key buyers (Leung and et. al., 2013). In this sector, satisfaction of customers
and clients is the key aspect of attaining success. In the scenario of business rivalry is so high
and the key motive of an organisation is to attaining significant maturation and progression
through developing competition at market place. Social media is determined as the key tool for
developing brand loyalty, through providing appropriate advertisement and brand detailed
regarding a company. Loyalty of buyers are advantageous for the business in achievement of
long term benefits, thus social media plays effectual function in developing good connection
with buyers at wider level by providing them appropriate information regarding the operations of
firm. Four Seasons Hotels Limited, it operates as Four Seasons Hotels and Resorts. It is an
world-wide luxury hotel organisation (Four Seasons Hotels & Resorts: Why Luxury Travelers
Adore Them). The headquarter of the firm is in Toronto, Ontario, Canada. Four Seasons mainly
directs from more than 100 hotels, at global level. The Four Seasons Hotel works in hospitality
sector and the company was founded in the year of 1961. The primary consideration of this hotel
is to creating brand loyalty of customers by the utilization of social media sources, thus it is
effective in implementing good connection among the firm or its customers and regular
progression in connection and connectivity helps the firm in developing the brand loyalty.
Rational of the Research
The considered project is supported on the reasoning of the positive impact of social
media in creating brand loyalty in The Four Season Hotels to maximize the profit of the
organization. This is a wide area of academic research which is effective in exploring the
positive influence of social media in the context of creating brand loyalty. In this proper analysis
is being done through determining each of social media tools that supports the brand loyalty of
the firm. The overall investigation is based on determining how businesses are creating brand
loyalty through applying suitable source of social media like Twitter, YouTube, Facebook,
Instagram. This study mainly supports the exploration through accumulation of suitable
information on the aspects of social media that are effective in analysing the study in effective
manner. This study is effective in developing the idea and knowledge based on people towards
the chosen area of work and also develops the personal as well as professional ability of people,
students and researcher. This study basically determines in-depth evaluation over the use of
social media and how it is effective in creating brand loyalty (Berezina and et. al.., 2016). The
major purpose of conducting the research is the personal interest of researcher, as majorly
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investigations are executed for the purpose of exploring the idea and knowledge base of
researcher regarding a specified area of work. The study may provide them personal as well as
professional knowledge which helps them in their future.
Signification of the Research
Brand loyalty is recognised as the key aspect of business, thus organisations are widely
concern over increasing brand loyalty, as it may result in higher profitability and growth of firm.
According to the opinion stated by Irem Eren Erdogmus, 2012, Brand loyalty effective for the
firm in developing the trust level among customers regarding the offerings of the firm. Social
media is the most effective source that plays vital role in establishing connectivity among
customers and organisation and this is also refers as the platform which is effective in promoting
organisational products and services (The Impact of Social Media Marketing on Brand Loyalty).
Social media has huge impact over creating brand loyalty within hotel industry, however now a
day's social media is the key part of humans daily life and people are generally spending a huge
time over using social media channels, so this is the best way to promoting organisational
facilities and making improvement in the brand loyalty. The key aim of this present investigation
is to exploring the understanding regrading the positive impact of social media over creating
brand loyalty. In this, outcome is based on analysis of the project objectives that are
interconnected with the study of social media tools and how these are effective in attracting
customers to build higher brand loyalty. This study has huge significance in processing the
ability and skills based on people and learner who are interested towards the similar area of
work. This study plays vital role in exploring the influence of online social media in developing
brand loyalty of customers towards the firm (Callarisa and et. al., 2012). In the context of
hospitality sector, individuals are very much concern about the facilities offered by the hotels, in
this segment people are using facilities from their comfort zone, so it is essential for hotel
industry to satisfying the desires of people for the purpose of developing loyalty regarding the
firm. A brief idea regarding a selected sphere of work assist the researcher in processing the
cognition base which assist them towards attaining growth and success in their future facet.
Research Aim
Research Aim is a primary area of an investigation which defines as a broad statement of
coveted results. It also explains the major purpose of execution of an investigation. Aim is
effective in providing an overview regarding the work and also defines a way to implement
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investigation actions in proper manner. The key aim of this particular research is "To evaluate
the positive impact of social media in creating brand loyalty in The Four Season Hotels to
maximize the profit of the organization".
Research Objectives
This is the key area of the section of introduction as in this the aim of the research is
defined in the form of small statement. This part of the investigation is based on aim, on which
the overall investigation is based. This area of an investigation is interconnected with the point of
the exploration work as in this component are defined in little explanations that means the
content of investigation in broad manner (Lockstone and et. al., 2013). This part plays vital role
in clearly defining the purpose of execution of the research and also assist the investigator in
better understanding of the chosen area of work. The suitable objectives that supports the work in
right manner are described as under:
 To evaluate the impact of social media in the business organization.
 To investigate the importance of social media in creating brand loyalty.
 The explore the adoption of various social media option in The Four Season Hotel and its
functioning. To indicate whether the use of social media in creating brand royalty is an effective
option for the organization.
Research Questions
Research Questions is refers as an answerable inquiry into a selected area of issue or
concern. This pat of investigation is effectual in clearly rendering the suitable path to the
investigator to execute the activity in correct way. This section is mainly supported over the aim
and objectives of the investigation, as these are implemented with the help of the objectives. This
sections plays vital role in administrating the section of literature review by analysis of the
opinion and views of assorted communicator and writers. The key questions of this particular
investigation are described as underneath:
 What is the impact of social media within the business organization?
 What is the important of social media in evaluating the brand royalty of the organization?
 How the processes have been evaluated by The Four Season Hotel based upon social
media?
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 What benefits Tesco will evaluate in the working and functioning of social media in
creating brand royalty?
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Literature Review
Literature Review is determined as an aspect of what is being represented or published on
a chosen area of work through the accredited investigator and scholars (Minazzi and Lagrosen,
2013). This section of investigation is effectual in administrating in-depth study over analysing
the positive impact of social media tools over creating brand loyalty. This section plays effective
role in developing a theoretical frame work by accumulation of information from different
sources. In this section information is majorly gathered through secondary sources like books,
journals, published research articles, past research projects etc. The key purpose of developing
literature review is to making a proper discussion over the chosen area of work in detailed
manner, that supports an individual in better understanding about the positive impact of social
media in developing brand loyalty in hotel industry.
The impact of social media in the business organization.
As per the views expressed by Johanna Myddleton and Chris Fullwood, 2019, Social
media is refers as the key aspect of digital technologies which performs critical function in
processing the transaction of business at wider basis. Social media has had an effective influence
over the businesses. Social media has involved various elements like, Twitter, Facebook,
YouTube, Instagram etc. these are the key element of social media and works for promoting
organisational operations and services (Social Media Impact on Organisations). The source of
social media are applied to not only promoting the brands but advertising the new products and
also are effectual media which render customers services and resolve dispute. Social media
basically has positive impact over the operations of business, thus in this modern era , human life
is very much based on the use of digital technologies among which social media is the key
source that is widely applied by people to fulfilling their needs and want. Businesses are widely
concern over applying social media as their strategic step for enhancing the operations and
functions of the firm at global level (FitzPatrick and et. al., 2013). In today's highly globalised
and competitive world, the role of social media is growing, thus social media is refers as the key
source which has become a tool for marketing. As per the opinion provided by Eric Siu, 2019,
Social media refers as the way where people share aspects through a broad gathering, thus this
create value for the firm in making individual aware in regards to the products and services
offered by them at market place. Social media has direct impact over the relationship of brands
and customers. Social media is the best platform an organisation can apply to stay connected
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with their customers and businesses are using them as to analysing the desires of individuals
within commercial centre. Social media positively influenced the business performance and
operations as organisational are freaking concern on applying social media as their key source
which helps in creating awareness among customers and also promoting the offerings at wider
level. Social media also effective in shrinking the distance gap among people are businesses, thus
this is effective in reducing the gap and satisfying the needs of people within commercial centre.
The importance of social media in creating brand loyalty.
According to the opinion stated by Jessica Davis, 2017, Social media and customers
loyalty are two different aspects but go hand in hand as these two are based on each other. It
refers as the modern medium which helps the brands harness emotional engagement when
developing trust with their consumer base. Social media is the most effective tool that plays vital
role in developing brand loyalty. Therefore, social media has positive influence over the
operations of business and mainly effective for attracting customers and creating brand loyalty.
Social media platform basically helps an individual or business to establishing connection with
people and also developing awareness about the organisational brand or boost up the sales
through leading the organisational operations in right manner. However online social media is an
effective sources which provides a wider platform to the businesses to making promotions in
easy manner. This could be benefited for the firm in developing loyalty and attain higher growth.
Brand loyalty is the major focus of an organisation, thus it is effective for a business to attaining
growth and profitability by the retention of customers. Loyalty may result in retention of
customers for long run of business operations and functions (Sigala, 2012). Therefore social
media is the most effective tool that helps a business in creating loyalty by making people aware
about the offerings of the firm. Social media boosts the visibility of the firm among the key
consumers and letting the business to reach at the wide audience through applying a large range
of efforts and competitiveness. Brand loyalty is refers as a key factor of business growth which
really matters in success of business, this basically ensure long term engagement on social
media. There are multiple importance of social media in developing brand loyalty, some are
associated as below:
Stay Focused on customer services: At the end, an organisations social strategy is based on
customer services, thus customers will often turn to social media when they have to had both
positive and negative experience. Social media is effective in analysing the changing trend and
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