Impact of Social Media on Consumer Choices in UK Hospitality

This research project investigates the influence of social media on consumer behavior, specifically within the UK hospitality sector, with a focus on the Ritz Carlton hotel. The project begins by formulating research questions and objectives, exploring how social media is used in marketing and its impact on consumer purchase decisions. It then reviews key literature and identifies factors contributing to research project selection, such as the scope of the survey and the surveyor's interests. The study delves into the use of social media in marketing activities, its importance in influencing consumer purchase behavior, and its role in the consumer's decision-making process. The research incorporates various strategies employed by hospitality companies, including promotion, awareness, and the impact of online reviews. The project also addresses the resources required for research, proposes a research investigation, and outlines evaluation techniques to interpret and analyze the results, culminating in recommendations and a formal presentation of findings.

RESEARCH PROJECT

Table of Contents
TASK 1............................................................................................................................................1
1.1 Formulating and recording possible research project outline specifications........................1
1.2 Identification of the factors that contribute to the process of research project selection......2
1.3 Undertaking a critical review of key references...................................................................3
Use of social media in the marketing activities of hospitality based organisations in UK.........3
Importance of social media marketing in influencing the purchase behaviour of consumers in
hospitality based organisations of UK........................................................................................4
Role of social media in impacting the consumer's decision making process in the hospitality
based organisations of UK..........................................................................................................5
1.4 Producing a research project specification............................................................................5
1.5 Providing an appropriate plan and procedure for the agreed research specification............7
TASK 2............................................................................................................................................8
2.1 (A) Resources which are required to carry research ............................................................8
(B) Relationship between research resources and research questions or hypothesis..................8
2.2 Proposed research investigation with specific procedure.....................................................9
2.3 Record and collect required data.........................................................................................10
TASK 3..........................................................................................................................................12
3.1 Appropriate research evaluation techniques ......................................................................12
3.2 Interpret and analysis results in original research ..............................................................12
3.3 Recommendation.................................................................................................................17
TASK 4..........................................................................................................................................18
4.1 Present the results and recommendation in formal presentation ........................................18
REFERENCES..............................................................................................................................19

TASK 1
1.1 Formulating and recording possible research project outline specifications
Title of the research- Does social media affect consumer choices?
Research theme- Consumer behaviour.
Background of the study
Marketing is referred as an essential activity of almost all sort of business organisations
where it is a leading tool for enhancing the sales of their proposed goods and services.
Nowadays, the business establishments are dealing with a rigorous state of competition that in
turn is continually postulating them to adopt certain impelling measures so as to attain a
contending position in a chosen marketplace. Social media is hereby referred to play a major role
in today's contemporary set of business where its acceptance in the marketing practices is evident
to benefit the organisations to a great extent (Bonn, Cronin Jr and Cho, 2016). The present study
has thereby concentrated upon an analogous concern of social media marketing to impact upon
the behaviour of consumers by specially influencing their purchase related decisions. It is with a
special context of hospitality based organisations in UK that are purely into the service based
industries and are resultantly required to make a close interpretation of their customer's buying
decisions. The surveyor in the recent investigation have thus referred to elect a renowned hotel
industry of UK named Ritz Carlton that is operating since 34 years and is a subsidiary firm of
Marriott International. It is currently operating in around 30 distinct nations with near about 91
hotels at a global level with an approximate number of 35, 000 employees.
Research aims and objectives
This study is carried with a principle intent of assessing the behaviour of consumer's
influenced by the use of social media practices that in turn impacts upon their undertaken
choices. It in turn has depicted a pivotal aim of this research work that is “To critically analyse
the role of social media marketing in affecting the behaviour of consumers in hospitality based
organisations of UK- A study on Ritz Carlton”. This purpose of the investigation is further
backed up by some well defined objectives so as to assist the surveyor to carry out a systematic
research with an ultimate achievement of its goals. These objectives are-
 To explore the use of social media in the marketing activities of hospitality based
organisations in UK.
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 To assess the importance of social media marketing in influencing the purchase
behaviour of consumers in Ritz Carlton.
 To evaluate the role of social media in impacting the consumer's decision making process
in hospitality based organisations of UK. To recommend some effective ways in which the Ritz Carlton can make an effective use
of social media in their marketing related practices.
Research questions
These investigation queries are referred to assist the researcher to carry out a directional
study where these are based upon the above outlined objectives and are as stated below-
 How social media is used by the hospitality based organisations of UK to perform their
marketing related activities?
 In what way, social media marketing is important and influences the purchase behaviour
of customers in Ritz Carlton?
 What is the role of social media in impacting the customer's decision making procedure
in hospitality based organisations of UK?
1.2 Identification of the factors that contribute to the process of research project selection
There exists several such factors that largely contributes in the study to conduct a well
defined research work with precise outcomes at the end. Although, a substantial collection of
data plays a major role in the overall investigation and for which, it is important for the surveyor
to refer some authentic sources of data collection Dessart, Veloutsou and Morgan-Thomas,
(2015). This generally involves primary and secondary resources to gather both these forms of
information where they have a major contribution in the selection of the research project. Beside
this, there together exists two other leading contributors who plays a significant role in the
selection of a research topic and are as referred below- Scope of the survey- This is basically in context to the range of the selected subject
matter. Where in accordance to the present research topic, social media marketing is
relatively having a little existence and very less studied in context to consumer behaviour.
In this way, studying it in this reference is referred to be a beneficial consideration of the
researcher.
 Interest of the surveyor- It is referred to be yet another contributory factor that has
supported the surveyor to elect the research topic of social media marketing. Wherein, it
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is together based upon a chosen hospitality based organisation of UK named Ritz Carlton.
In context to which, certain prevalent issues have been envisioned in satisfying the
customers to a desirable extent in the hospitality based organisations of UK Hudson And
et. al., (2016). This is where meeting out their exact needs and demands is referred to be a
foremost consideration. This in turn necessitates the enterprises like Ritz Carlton to make
a superior identification of the prevalent market trends to correspond to the realistic
preferences of the customers. It is therefore with a similar reference to it, use social
media is referred to play a considerable role in the marketing activities of these
establishments to favourably influence the consumer's behaviour.
1.3 Undertaking a critical review of key references
Use of social media in the marketing activities of hospitality based organisations in UK
In any organization or business, to become successful, to attract new customer's and to
maintain the loyalty towards the consumers, there should be a solid marketing strategy as stated
by Law, Buhalis and Cobanoglu (2014). By social media marketing, one means to promote any
product or services by the use of social media, or social networking websites. In UK, all the
organization uses social medium to promote there products, so hospitality industry is no
different. Social media provides the platform for all the businessman or the common people to
interact with each other and build the relationship. Hospitality industry has different and quite
unique set of challenges that has to be overcome. The hospitality sales are very different from the
conventional consumer goods, because the marketers must sell liable product's means tangible or
intangible products. Social media allows the customers to direct make on comment about the
product, their likes and dislikes which gives the hospitality industry a brief idea about the market
condition of their product. Hospitality industry mostly made up on tourism, so brand identity also
plays an important role.
Pike (2015) with a distinct outlook have stated that the brand must be recognizable, so
that the consumers uses their services again and again. There are certain strategies, the
hospitality companies follow to become more successful, with a foremost tact of research. It is
where people chooses hospitality and other services for various reasons, they always look that
what they want, the company is offering that thing or not, so they will always go on social media
to check and to read the reviews. Another is promotion as another strategy to attract customers is
to run various events and promotions during various time of the year, usually when the market is
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down. Introducing benefits and including incentives are other ways to promote the hospitality.
Lastly, awareness is another important aspect, if the customer don't know about your services
then he will not purchase it. That is where brand name and awareness comes from. The hotels or
other industry must know that they are providing good hospitality services about which the
customers are aware off.
Importance of social media marketing in influencing the purchase behaviour of consumers in
hospitality based organisations of UK
There are numerous ways of social media marketing which influence the purchase
behaviour of the consumers in hospitality. The consumers buying behaviour has been always a
marketing topic. A consumer always goes through various stages before purchasing any product
or services. Siamagka and et. al. (2015) have hereby enlightened a foremost factor of need where
it is the most important factor in buying any service. Any person who is looking for a hotel will
always check the hospitality and other services, the management is providing, before purchasing
the services. It is also in support of another factor called information gathering where once after
knowing the needs, consumer always try to gather information through social media networks.
Consumer will read the comments about the hospitality and services offered is of good quality or
not before making his final decision.
Horner and Swarbrooke (2016) with a distinct outlook have emphasised more upon the
evaluation of alternatives where social media gives you a lot of alternatives of the same price
range. Now this will depend on the hospitality services of the organisation which will influence
the customer to go for your product. It is in correspondence to another factor called purchase of
products and services where after going through all the above stages and after checking all the
hospitality, consumer will finally purchase your product. Lastly, there exists a post purchase
evaluation by the customers where after purchasing the services, it will be followed by the
evaluation. Consumer will analyse that the hospitality services offered was useful to him or not,
whether the services fulfil his needs or not.
Role of social media in impacting the consumer's decision making process in the hospitality
based organisations of UK
Social networking sites are becoming very popular in the decision making process of the
consumer in accordance to the presented views of Hudson and et. al. (2015). It is before
travelling or booking any hotel or before purchasing any product, the consumer will always
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check the reviews on the social networking websites like twitter or Facebook. This makes a huge
impact on the consumer's mind. The customer's reviews can be analysed by considering various
dimensions like the comments, either positive or negative, intensity that is the quantity of
comments and lastly the importance that is role of comment in decision making process.
Leung and et. al. (2013) with an arguable consent have emphasised more upon the social
computing with a distinct sense where it is changing the online purchasing behaviour of
travelling and tourism customer's. The consumer is always looking for the good hospitality and
good services before purchasing any services. Social media can play a good role also and a bad
role also in influencing the behaviour of the consumer. If a particular hotel is offering very good
staying qualities but the guest find out that on social media most of the comments were negative
about the guest welcoming services and hospitality than no consumer will purchase their
services. Same time if someone else is offering same services including very high standard of
hospitality, and all other people are praising their services on social media then it will easily
influence the customer to buy their services.
1.4 Producing a research project specification
This is one of the most important part of the entire research work that will represent the
applied tools and techniques of the investigation that are being undertaken by the surveyor. It has
been illustrated to be the specification of this research project that is proven to support both the
investigator and the readers to go through the interpretation of a well-defined study. Below are
the methodologies referred to carry out the present study-
Research design- It is a foremost responsibility of the surveyor to select from the most
appropriate designs of investigation where there exists three leading alternatives namely
descriptive, exploratory and explanatory Wang, Wezel and Forgues, (2016). It selection is
however referred to be a dependent clause that usually depends upon the chosen topic of the
research. It is thus in concord to the present subject matter, a descriptive design has been opted
by the researcher to carry out an in depth study.
Data collection- This is yet another prime support to the researcher where the collected set of
data will finally guide the surveyor to fulfil the stipulated aims and objectives of this study
Saldanha and O'Brien, (2014). Herein, primary and secondary measures of data collection are the
two common methods to gather a likely set of information where the investigator in the current
study have referred to utilize both these techniques.
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Sampling- It is with a special context of primary data collection, where the study respondents are
hereby distributed in equal proportions by selecting a particular tactic for the same Coleman,
(2013). Random and purposive sampling are the two common methods where the researcher in
the present investigation has opted to make a random distribution of the study respondents.
Herein, 100 customers of Ritz Carlton have been selected to interrogate via survey where they
will be required to answer the framed set of queries in the questionnaire specially designed for
them.
Data analysis- It is the way in which collected data are evaluated in which researcher present
proper investigation that is requires for prime selection. In this aspect, qualitative and
quantitative methods for collection of data taken at workplace. These methods assist to measure
carrying different outcomes and performances Haase, Selmin and Winzell, (2013). Present study
covers through qualitative data which supported through elected formulations. This type of
survey tend to assess thematic areas to achieve aims and objectives.
Ethical issues- It is the prime matter which need to be ascertain for every researcher for
conducting investigation. In this aspect, evidence are taken to deal with major ethical ordeals that
assist to examine entire study of research Chawla, (2016). Ethical consideration is requires to be
assess and avoid risk element. Authentication can be made within the environment which assist
to frame relevant questions. Further, reliability and validity is also prices element to conduct
research program to ensure that study is conducted through reliable tools and techniques that
carry research work.
Research limitations- This element exist some restricted measures which include time and cost
for carrying different types of survey. There are different types of resources often tends which
make undesirable effects in entire investigation with limiting to the scope Bolt and Zanden,
(2014). In addition to this, researcher need to concentrate on primary breakdown that confining
sources for interpret the study.
1.5 Providing an appropriate plan and procedure for the agreed research specification
This section has depicted a leading assistance to the surveyor for conducting a guiding
study with defined time period for its completion on time. Below is the illustrated timeline
termed as Gantt chart with an undertaken time period of 11 weeks to accomplish this
investigation with a structured breakdown of tasks Amelina, Faist and Nergiz, (2014). Herein,
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each of these activities will be carried out as per the specified duration that will eventually result
into a timely attainment of the entire research work.
Key Activities
Week
1
Week
2 & 3
Week
4
Week
5
Week
6
Week
7
Week
8 & 9
Week 10 Week 11
Preparation of
Introduction
Literature Review
Collection of
Secondary
Information
Examination of the
Collected Data
Research Design
Research
Methodology
Acquiring Primary
Data
Analysing Primary
and Secondary
Data
Conclusion and
Recommendations
Completion of
Leftover Work
Revision and Draft
Final Submission
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TASK 2
2.1 (A) Resources which are required to carry research
Primary resources are those which collected first time within the business environment in
Ritz Carlton. There are different types of tools which assist to collect primary data for research.
It provides direct and first hand evidence about particular event, object, person and work of art. It
includes historical and legal documents Osseiran, Boccardi and Tullberg, (2014). Results from
experiments and statistical data. It makes creative process for analysis business outcomes and
performances. In addition to this, it is also includes audio and video recordings for analysis
business performances in effective way. It can be collected from interviews, survey, newspapers
and many more things. These sources are guide first time that assist to grow operations and
system within the enterprise Pischke, Galarce and Viswanath, (2013).
On the other hand, secondary data are collected through already published resources
which assist to find more information towards related topic. In this aspect, all published and
unpublished work can be done in systematic way for analysis business performances through
collected resources. In this aspect, these elements are also interpretation of a primary data. For
instance, it can be done through different diaries, journals, magazines and part records of Ritz
Carlton Noonan, (2015).
In addition to this, there are e-books are used that assists to make effective results and
functions in research. Accomplish business objectives are created through certain books and
journals to gain previous research outcomes. This assist to find relevant information in present
study to accomplish goals and objectives.
(B) Relationship between research resources and research questions or hypothesis
In order to conduct research programs, there are different types of resources exist within
the market such as primary and secondary. These resources assist to grow outcomes and
performances in systematic way Gerena and Verdugo, (2014). Research questions are based on
objectives of the business which analysis business performances with their objectives. In this
aspect, it is make relations with effective element through researcher get proper information.
With the help of primary data, of Ritz Carlton regarding social media marketing. It assists to
develop results and which demonstrate positive outcomes. It is also explores different types of
marketing activities that assess importance of social media marketing Kuntz and et.al., (2013). In
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this way, the company can identify purchase behaviour of customer at workplace regarding the
chosen business services. On the other hand, secondary data resources recommends effective
ways which support to marketing related practices of social media Buhalis and Cobanoglu
(2014). There is positive relationship between different books and journals so that it assists to
gather relevant information and outcomes in present study. With the help of human resources,
present study is carried effectively to gain information and knowledge in successful aspect.
However, proper funding also assists to determines careful results in environment.
2.2 Proposed research investigation with specific procedure
In order to design the survey, researcher take different views from Ritz Carlton
purchaser. In this way, they are taken 20 respondents towards their research program Hancock
and Algozzine, (2015). It assists to make proper work and effective tool for assess the business
environment. Following questionnaire taken at workplace:
Questionnaire
Name: __________
Age:_________
Gender:_________
1. Are you satisfy with social media marketing activities of Ritz Carlton?
 Highly satisfied ( )
 Satisfied ( )
 Dissatisfied ( )
 Neutral ( )
 Strongly disagree ( )
2. How long you are taking services from the chosen business?
 One to 3 year ( )
 Three to five year ( )
 Five to ten years ( )
 More than 10 years ( )
3. Are you think that social media is play vital role to impact on customer decision?
 Yes ( )
 No ( )
 Don't Know ( )
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