Impact of Social Media on Customer Attraction: Hilton Hotel Case Study

This research project investigates the impact of social media on customer attraction within the hospitality industry, using Hilton Hotel as a case study. The project begins with an introduction outlining the background, rationale, aims, objectives, and significance of the research, followed by an overview of the research structure. A comprehensive literature review explores the concept of social media in the hospitality industry, examining its effectiveness on customer attraction at Hilton Hotel, and identifying the tools and techniques used. The methodology section details the research philosophy (interpretivism), approach (inductive), design (exploratory), data collection methods (quantitative), and data analysis techniques. The project also includes a timeline and activities section, detailing the steps involved in the research. The study aims to understand the concept of social media in the hospitality industry, explore its effectiveness on customer attraction in Hilton Hotel, identify tools and techniques, and determine ways through social media activities that develop effective results. The project utilizes secondary data from literature and primary data from surveys to analyze the impact of social media on the hospitality industry.

RESEARCH PROJECT

Table of Contents
PROPOSAL ....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background.................................................................................................................................1
Rationale.....................................................................................................................................1
Aims and objectives....................................................................................................................1
Significance of research .............................................................................................................2
Research structure.......................................................................................................................2
LITERATURE REVIEW................................................................................................................3
METHODOLOGY..........................................................................................................................5
TIMELINE AND ACTIVITIES......................................................................................................6
REFERENCES................................................................................................................................8

PROPOSAL
INTRODUCTION
Background
E-commerce considers important role in growth of hospitality industry. This is because, it
assists to gather major rapid changes at workplace so that high growth and profitability will be
accomplish at workplace. In this regard, customers could easily book their products and services
anywhere in the world (Leung, Bai and Stahura, 2015). As results, it increases profitability and
reduce cost of operations in hospitality sector. Furthermore, online selling of products and
services make several changes in the company which help to build more creative results and
develop more revenue at workplace.
Rationale
In the present study, there are different benefits will take place that assists to meet with
aims and objectives. In this consideration, ideas and opinion will help to create global network
with emergence internet at workplace. In Hilton hotel, there are new tools and activities
implemented to face challenges in company. Therefore, it is main advantages for business to
ascertain marketing opportunities at workplace (Kim, Lim and Brymer, 2015).
Aims and objectives
Aim: To analysis impact of social media on customer attraction in hospitality industry – A Case
Study on Hilton Hotel.
Objectives
 To understand concept of social media in hospitality industry.
 To explore effectiveness on customer attraction in Hilton Hotel.
 To identify tools and techniques of social media implemented in hospitality industry. To determines ways through activities of social media which assist to develop effective
results.
Research questions
 What do you understand concept of social media in hospitality industry?
 How to explore effectiveness on customer attraction in Hilton Hotel?
 What are the tools and techniques of social media implemented in hospitality industry?
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Significance of research
In respect to consider present research there are different significance exist that assists to
develop more effectiveness at workplace. They are as follows: Time saving: In respect to implement social media, main advantages is that company able
to maintain effectiveness with systematic work performance. In this way, direct dealing
of products and services develop at workplace (Neirotti, Raguseo and Paolucci, 2016). Implement wider range of products and services: Furthermore, it can be stated that
Thomas Cook Group able to implement wider context of products and services in the
market which assists to focus on desired outcomes at workplace.
 Target more audience: Furthermore, the chosen business also able to target more
audience that help to maintain more effectiveness at workplace.
Research structure
In the present research, there are 5 main chapters included that assist to find effective
results at workplace. They are as follows: Introduction: It is first chapter in which researcher consider aims, objectives,
background, etc. In this regard, short overview towards the topic has been implemented
that assists to make creative results. Related topics are also discussed that help to make
effective results at workplace (Jones, Hillier and Comfort, 2016). Literature review: In the second chapter, different authors views included that assists to
understand about secondary data that are needed in research. In this way, researcher look
towards different tools such as books, journals, magazines, articles, etc. It is the best
aspect that increases research outcomes to meet with aims and objectives. Methodology: Furthermore, research done with specific tools and techniques. Therefore,
in this section primary and secondary information analysis to carry present research
program. In this way, different aspects taken such as design, philosophies, approach,
strategy, etc. (Cantallops and Salvi, 2014). Data analysis: It is one of the major perspective that help to conduct primary and
secondary tools to analysis effective results at workplace. Primary data consider from
survey and secondary data collected from books, journals, magazines, etc.
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 Conclusion and recommendation: It is the last chapter in which conclusion and
recommendation from findings implemented at workplace. Therefore, short summary
towards the research program develop in systematic manner at workplace.
LITERATURE REVIEW
Concept of social media in hospitality industry
As per the view of Ramanathan, Subramanian and Parrott, (2017), social media activities
consider important role to build relationship with several customers. In this aspect, researcher
consider online communities that assists to reach towards different activities and tasks. In this
consideration, hospitality industry develop new channels through they are able to maintain
effectiveness in the business environment. Hence, it assists to maintain more effective results and
performances that identify to impact positively on the company. True commitment also
implemented in the business that help to increase insight information at workplace. On the other
hand, Kim, Koh and Lee, (2015) stated that internet is revolutionary communication tool that
help to focus on systematic work performance of business. In this regard, individual and
organisation able to communicate in systematic manner with fulfil their own requirements.
People work together so that they are easily able to share information, discuss communal issues
and making proper inquires. As results, effectiveness will be develop continually in term of new
form of communication. However, Hudson, Roth and Hudson, (2015) argued that social media
defined as the second generation of web development and design. It assists to facilitate
communication security information sharing and collaboration in world wide web. In front of
hospitality industry, there are several types of social media such as Facebook, LinkedIn, Twitter,
YouTube, etc. All these sites helps to maintain more systematic work performances with creating
online conversation.
Effectiveness on customer attraction in Hilton Hotel
According to the view of Cha, Yi and Bagozzi, (2016), customer attraction is one of the
important aspect that help to Hilton Hotel to communicate in systematic manner regarding
several products and services. In this way, there are two types of brands develop in particular
communities that take initiation to make systematic work performances. With the help of proper
feedback, the company deliver products and services as per customers needs and demand. In
contrast, Ramanathan, Subramanian and Parrott, (2017) explore their ideas that company
sponsoring online communities that assists to deliver message in different areas of the world.
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Company also seek to foster high level of trust and make commitment to attract customers at
workplace of Hilton. In this regard, brand of the business also developed that help to ascertain
online communities. These factors are more critical to the company in communities
development.
Tools and techniques of social media implemented in hospitality industry
As per the view of Leung, Bai and Stahura, (2015), there are different kinds of tools and
techniques consider at workplace of Hilton Hotel that increases effectiveness in systematic
manner. In this way, consumers ascertained their part regarding specific brand so that it help to
initiate brand community development which sponsored by company. Customers could easily
compare products and services from different kinds of hospitality industry. Furthermore,
Neirotti, Raguseo and Paolucci, (2016) stated that growing number of consumers join company
sponsored to develop online communities in the market. Researcher emphasis on community
members that are taking active participation to ensure and attain more creative results in
business. When company not provide useful information, they are unable to get systematic work
performances in business. In respect to implement social media, communication channels
increasing continuously. Along with this, Kim, Lim and Brymer, (2015) ascertained their views
that new customers are also attracted with implementation of Facebook, LinkedIn, Twitter,
Instagram, etc. It is the best aspect to maintain quality, directions, etc. in the business. When
members collect information towards effective results, they need to focus on experience which
comes from positive product performances and perceive information that are trust worthy. Trust
could be develop through maintain reciprocal communication.
Ways through activities of social media which assist to develop effective results
As per the point of Ramanathan, Subramanian and Parrott, (2017), social media assists to
develop effective results in the business with implement online community building. It considers
new marketing strategy which used to maintain emergence outcomes and build systematic work
performances. Members are also spread to focus on attain desire results at workplace. Emergence
of online communities, it can be stated that it help to stimulate researchers those have full
interest in implement social media. In addition to this, Kim, Lim and Brymer, (2015) argued that
Hilton hotel need to collect relevant information that assists to focus on taking active
participation of all members. Therefore, it impacts positively to make creative work
performances. High level of trust will be build with consider social media at workplace. As
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results, researcher able to maintain loyalty towards their products and services. Majority of
people agreed to take operations successful so that company will grow to maintain their trust in
significant manner. On the basis of Leung, Bai and Stahura, (2015), it can be stated that towards
particular brand long term relationship will be maintain successfully. It will help to focus on the
community development and attain more systematic work performances. In this way,
sustainability develop in market to regulate several kinds of aims and objectives. With ascertain
different advantages, it can be stated that it assists to retain customers towards hospitality
industry. Hence, social media influence successfully to develop target market in successful way.
METHODOLOGY
In order to attain desire results, it can be stated that research methodology help to focus
on maintain effectiveness at workplace. It is essential to consider systematic work performances
which tend to make proper arrangement with explore issue. In respect to implement examination,
research strategies assists to provide proper direction and set guidelines as well. In simple word,
it can be stated that ideas towards present methodology will be develop to assess implication of
E-commerce which drive on successful outcomes in hospitality industry. Following are different
tools, that take place in the chosen research to implement E-commerce activities:
 Research philosophy: It is critical consideration in which exploration required that make
suitable foundation to discover the best arrangement. There are two different kinds of
research philosophies exist such as interpretivism and positivism. In this aspect,
researcher select interpretivism which assists to investigate proper hypothesis and
findings to make proper arrangement in research. Positivism considers different theories
and models that create examination on real target (Tsang, Lee and Qu, 2015).
 Research approach: Furthermore, research approach also consider important role in
success of business. In this consideration, on the basis of hypothesis, correct arrangement
needed to utilise proper arrangement in systematic manner. There are two kinds of
research approaches exist such as deductive and inductive. In the present research,
researcher taken inductive approach which help to classified proper examination in for
research questions (Kandampully, Zhang and Bilgihan, 2015).
 Research design: Research design consider real piece of work in methodology that assists
to make distinguishing issue with proper examination. In this regard, all exercises in
research consider to focus on relevant performances. Significant research also assists to
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focus on possible multiple points that are explores to make effective results. Exploratory
research help to make proper implications of social media in hospitality sector
(Radojevic, Stanisic and Stanic, 2015).
 Data collection: Data collection is another useful methods that help to undertake proper
explanation which legitimate thinking to look towards different segment for information.
It determines as real piece of work which is needed to perform several functions and
operations. Different kinds of sort of information investigate through qualitative and
quantitative method. In this regard, quantitative research undertaken in which information
consider details which reveal into effective functioning (Jones, Hillier and Comfort,
2016).
 Data analysis: Data analysis consider useful implementation of desire results that are
needed to perform several functions and operations. There are different kinds of tools
implemented that assists to find useful information at workplace. There is qualitative
research technique implement for social media development (Leung, Bai and Stahura,
2015).
 Sampling: Sampling is also important tool that assists to explore proposition in which
examiner able to choose specific gathering to ascertain systematic work performances. In
the procedure, simple random sampling method has been used to find useful information.
TIMELINE AND ACTIVITIES
In respect to consider effective research, following activities implemented to attain
desired results and outcomes at workplace:
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
Selection of an appropriate topic
Topic is selected after discussing
with tutor,
Identification of the research
rationale
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Formulating the Literature review
Identification of the research aims
and objectives
Determining the primary and
secondary data
Selection of research approach
Use the research methodology
Develop the appropriate
questionnaire
Conduct the survey of respond ants
Collect the information and data
about the topic from many
respondents.
Thematic analysis technique
applied in the research study
Analysis and interpretation
Conclusion
Recommendation
Submission of the report
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REFERENCES
Books and Journals
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM
and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Cha, M.K., Yi, Y. and Bagozzi, R.P., 2016. Effects of customer participation in corporate social
responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell
Hospitality Quarterly, 57(3), pp.235-249.
Hudson, S., Roth, M.S. and Hudson, R., 2015. The effects of social media on emotions, brand
relationship quality, and word of mouth: An empirical study of music festival attendees.
Tourism Management, 47, pp.68-76.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality industry: Some
personal reflections on corporate challenges and research agendas. International Journal
of Contemporary Hospitality Management, 28(1), pp.36-67.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management, 27(3), pp.379-414.
Kim, S., Koh, Y. and Lee, S., 2015. Effects of social media on firm value for US restaurant
companies. International Journal of Hospitality Management, 49, pp.40-46.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Leung, X.Y., Bai, B. and Stahura, K.A., 2015. The marketing effectiveness of social media in the
hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research, 39(2), pp.147-169.
Neirotti, P., Raguseo, E. and Paolucci, E., 2016. Are customers’ reviews creating value in the
hospitality industry? Exploring the moderating effects of market positioning.
International Journal of Information Management, 36(6), pp.1133-1143.
Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management, 51, pp.13-21.
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Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management, 37(1), pp.105-123.
Tsang, N.K., Lee, L.Y.S. and Qu, H., 2015. Service quality research on China’s hospitality and
tourism industry. International Journal of Contemporary Hospitality Management,
27(3), pp.473-497.
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