Hilton Hotel Study: Social Media and Evolving Customer Preferences

This research project investigates the role of social media in resolving issues related to changing customer tastes and preferences, focusing on Hilton Hotel. It employs a quantitative research method, utilizing questionnaires to collect data and achieve the research objectives efficiently. The study aims to determine the importance of social media for Hilton Hotel, identify issues arising from evolving customer preferences, and evaluate social media's role in resolving these issues. The literature review explores the impact of social media on hospitality industries, emphasizing its role in brand promotion, customer feedback, and information management. The research methodology outlines the data collection and analysis process, while the findings and analysis delve into the practical implications of social media strategies for Hilton Hotel in adapting to changing customer demands. The project concludes with a critical appraisal, recommendations for improvement, and suggestions for further research in this area.

Research Project

Abstract
Many issues and complexities and faced by organisation due to rapid change in taste and
preference of customers that lead to decrease in their sales. Thus, following research is conduced
on the topic of role of social media for resolving the issues related with changing customers taste
and preferences. This research is based in Hilton Hotel and use of quantitative research method is
made to collect data with the help of questionnaire in order to achieve the aims and objective of
this research on time and in an efficient manner.

Table of Contents
Abstract............................................................................................................................................2
Research Topic: To determine the role of social media for resolving the issues related with
changing customers taste and preferences. A study on Hilton hotel..............................................1
Chapter 1: Introduction....................................................................................................................1
Background of project............................................................................................................1
Research aim and objectives..................................................................................................1
Rational for project.................................................................................................................2
Research questions.................................................................................................................2
Activities and timeline............................................................................................................2
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology...................................................................................................6
Chapter 4: Analysis and Findings..................................................................................................11
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................18
Critical appraisal and reflection of current work..................................................................18
Issues faced...........................................................................................................................19
Recommendation..................................................................................................................19
Areas for further work..........................................................................................................19
Chapter 6: Conclusions..................................................................................................................20
REFERENCES..............................................................................................................................20

Research Topic: To determine the role of social media for resolving the issues
related with changing customers taste and preferences. A study on Hilton
hotel
Chapter 1: Introduction
Background of project
Social media basically provides an online platform, websites and applications that
enables a user or individuals to create and share content with other people and also lead to
participate in social networking to connect and interact with larger number of people across the
world (Rao and Syed, 2019). Thus, use of social media plays a crucial role in solving the issues
related with dynamic nature and behaviour of customers through enabling better understanding
about their preference and taste. Hilton Hotel is a global brand of hotel and resorts offering its
hospitality services across different location of world as its main headquarter is situated at
Virginia, U.S. Being a globe organisation it become much more difficult for this organisation to
keep a balance with ever changing needs and demands of customers. Thus, following research is
conducted on Hilton Hotel to determine and evaluate the role of social media for resolving the
issues related with changing customers taste and preferences.
Research aim and objectives
Aim
The main aim of this research project is, “To determine the role of social media for
resolving the issues related with changing customers taste and preferences.”
Research Objectives
The main objectives and targets behind conducting this research work on Hilton Hotel are
stated as below:
 To determine the importance of social media for Hilton hotel.
 To identify the issues arises due to changing customer taste and preferences (Cheng,
2020).
 To determine role of social media for Hilton hotel in resolving issue related with
changing customer preference.
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Rational for project
The selection of current research topic is rational as it yield better information about the
the crucial role lead by social media in enhancing and improving performance of an organisation.
Thus, the selected topic is really vital from perceptive of an organisation and its employees as
encounter the issue of Changing taste and preference of customers through critically evaluating
role of social media. Further, the current research project also yield better opportunity and
knowledge to researcher through meeting its academic and educational purpose. Beside this,
after getting published and completion of this project it would also support learning and
knowledge of other scholars and researcher on topic of role of social media on meeting changing
demands and preference of customers.
Research questions
The main issues and questions that are discussed and resolved through this resrch project on
Hilton Hotel are as follows:
 What is the importance of social media for Hilton hotel?
 What are the major issues that get arises due to changing customer taste and preference?
 What is the role of social media for Hilton hotel in resolving issue related with changing
customer preference?
Activities and timeline
Use of Gantt chat is made to show the activities and timeline of current research work.
Gantt chart is a horizontal bar graph representation which provides the graphical presentation of
different task and groups which would related to the research where it shows the transparency,
clarity and flexibility of research. Gantt chart is useful for the research as it provided the time of
each and every task by which enhancement of better understanding of task benefits features(Rao
and Syed, , 2019).
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Chapter 2: Literature Review
A literature review is a complexify a significant summary or description about the
research topic on the basis of research topic through optimum used of surveys scholarly articles,
books, articles or from online sites and other relevant sources which is having linked through
particular research(Vijay and Srivastava., 2019). On this literature review and their analysis is
implement for attaining the requirement and determining the nature of current topic on the aspect
of research. The study of the impact of Social media in the Hilton Hotels as on it business where
the changes of customers taste and preferences(Bradford and et. al., 2019).
a) To determine the importance of social media for Hilton Hotels.
According to the Egle Silenaite, 2019. A social media is the platform where it helps to
lead to socialise the people for to making awareness on some agendas or personal information
through posting some messages, pictures, view and thoughts from where other peoples are
reacting on it as well as they connected with many unknown peoples to having good chat of
communication as friend there are top social media platform where people used to effective
influence such as Instagram, Facebook, what’s app etc. But as for company perspective many
social media are also having which represents the official working procedures like LinkedIn
where many corporates professional through different industries are joint together and shares
their experiences form their premises of the work of organisation (Soler-Labajos. and Jiménez-
Zarco, 2016). In hospitality industries having a great impact of Social Media as in to promote the
reliability and brand name towards the awareness among the people as in providing the best
luxuries services such as Hilton Hotel group is one of the elite and most prominent hotels among
the hotel industries it comes under five star hotel services where the importance of social media
as in marketing purposes where the teams helps to promotes the branding and services through
customers feedback as well as the financial year performances. Providing the detailed
information in those social media platform where the customers are more into active and
optimise through different level. Advertisement and digital marketing provides the enhancement
of socialise to people where they can shows some interest or having to visit a tour in the hotel
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premises. As these are the factor which enhanced the importance of social media with the aspect
of Hotel Industry(Nambisan, and Zahra, 2016).
b) To identify and arises of the issues due to changing of customer taste and preferences.:
According to the Ryan Derousseau, 2017. There is big challenges on every industry of their
consumer fluctuates in terms of tastes and preferences specially in hospitality industry when
customer expires their taste and preferences on when they faces the dissatisfaction a sin service
or food quality etc(Niedermeier, Wang, and Zhang, 2016). Organisation focuses on for providing
the best alternative services which can creates some effects on customer mentality by which they
follows the high luxuries services but it all depends on the market trends when it changes the
customers also change their perspective, selective the products on the basis of quality and should
have the goodwill in the market by which it impact on the decision making of customers
preferences. If a company wants to retain their customer with them they have prove their
authencity experiences where the it follows the wellness by which they can maintain their status
symbol through advanced technological like smartphones apps where it helps to tracking the
constant movements, by customizing and ad enhanced the advanced attributes to make the
product modified and provides the dynamic changes as from the perspective nature of customer
expectation(Tseng and et. al., 2019).
As with the context of the Hilton Hotels group they are depends upon their services
providing to customer as it represent their brand name as well as they providing the luxuries
towards the consumer, the advantages of these hotels that consumers are not only domestic level
but also from international level by which they have to make sure about the consideration the
needs and expectation about them as well the resources which makes them to comfort by
enabling the sense of satisfactory. As above discussion the major points which can increases the
issue of customer changing tastes and preferences in Hilton Hotel context that it emphasis to
increase the complexity in meeting to the demands which has customer expected, it can reduces
or slow down the sales efficiency in the market and it creates the pressure of to enhance the high
marketing research for effective improvements(Kargaran, Pour and Moeini, 2017).
c) To determine the role of social media for Hilton hotel for resolving issues relating with
changing the customer and preferences.:
According to the Peter Roesler, 2015. Most of the business owner and marketer have heard
the refrain that social media is essential. While there is fact that people used to not accept the
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valuable or importance of social media in the business world. The factor which are most
determined such as brand promotion, websites traffics with food engagement through staffs as
well as their services blow the mind of the consumers which provides the sense of
satisfactory(Diba, Vella, and Abratt, 2019). A social media is one of the powerful resources
which has been driven by every business enterprises through availability of fresh content which
easy to aware among in the people. As in the context of hospitality industries the social media
having the enhancement of information management system where enrolled the particular
business basics details provides through websites or other internet portals by which it easily
accessible form anywhere and gets the information about a particular company or business
venture.
Hilton Hotel Groups are one of the five star Hotel in all over the world where their branding
image as well as performances is well known in hospitality industries by which many consumer
or corporate people having a good influence of Hilton group in terms of services, communication
and behavioural positive attitudes in staffs are very impressive kind of generosity creates among
customers or people. Every enterprises having fear or destruct the profits that their customer can
change the tastes and preferences by not getting the satisfactory level of enhancement realisation,
as on social media helps to connect with those potential customer as well existing customer
which can easily access their services and products in the better way(Ho and et. al., 2020).
Similarly in Hilton hotels they have creates a website by which they have provides some sort of
social media resources through creating a websites on which customers are easily connects and
generates their feedback into it by that Hilton hotels operates that feedbacks as per the consumers
perspective on which they improves the lack or gaps factor by which they can satisfy those
potential customer it is a strategies which leads to making to create an impression where it
reflects that they have an responsibility towards their consumers by which it regulates the
effective managerial factor(Cheng, 2020).
Chapter 3: Research Methodology
A research methodology facilitates a set of specific process and techniques which are assort
by a researcher or manager to identify, select and process and analysis information about the
data related with particular topic. The research methodology provides information about how the
data is collected and evaluation for attaining the outcomes with proper conclusion of
research(Irani, and et. al., 2017).
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Research philosophy:
It facilitates a belief about the ways in which data about a topic represent the proper
collection of data procedure with analysation through a researcher(Hao, Farooq, and Sun, 2018).
It contains two main philosophy which used in research described below:
Positivism:This type of research philosophy is assorted by research as for that it only
focuses on predicting and observing the research outcomes. As Positivism is known as Scientific
method as well as it mapped into high structured that not create any impact on researcher/s value
and behaviour.
Interpretivism: As this type of research philosophy used by those researcher who are
mainly concerned through collection and gathering of data to considered rich amount of data
which provides better specification(Morris, and Snell, 2019).
As for this particular research there is use of Positivism philosophy is optimum selection
where it focuses into investigation of this research on predicting and generates the essential
outcomes as per the important aspects.
Research Approach:
As it formally represent the plan and procedure which is utilized by researcher in research
as it includes various process and couple of assumptions for effective method of data
procurement and interpretation. Research approach is having two type which are elaborated
below:
Deductive:As this approach of research including the selective theory, developing from
hypothesis by which it created theory and finally collecting and analysing data on the basis of
providing hypothesis. Therefore, it only focuses the approach on testing theory by applying
examine tools(Mehmood, and Sabeeh, 2018).
Inductive: As this approach of research is concerned with generation of new theory that
emerging form the data. It provides a more logical process in a multiple assumptions and
premises by compiled through facilitates conclusion of research.
As for this research there is us of Inductive research approach by which it leads to
provide the ethical framework on the basis of order to present the information in detailed manner
as well as it also helps to better understanding about the research objectives in effective manner.
Research Method:
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Research method generates the systematic manner of planning by which to conduct and
meeting the aims of the research. It having two essential kind method are given below:
Qualitative Method: As in this research method a research is considered into theoretical
information related towards the data information and collects the information which provides the
depth knowledge, where it also shows the behaviour of respondent which matter to the
research(Zhang and et. al., 2019).
Quantitative method:As in this research method it emphasis about the researcher keen
for collecting and procuring data in a numeric or arithmetic format data by which it helps to
create the research into statistical format and includes the facts and findings as well as it also
allows to shows the brief perspective about the participants reviews but not determines the depth
knowledge.
For this research there is use of Qualitative research method by which it will provides the
full fledged detail information about the research objectives on which it having proper
justification can be helpful to creates the decision making and other recommendation to
achieving the objectives of research.
Sources of data collection:
It naturally shows the rising of the data from which researcher is collected actually from
where it belongs. The main sources of data collection are:
Primary Source: As this source the data has been collected through the first hand data
which is most reliable and authentic form of data, by which collected through self effortsof
research, by using of different tools and techniques surveys, interviews, feedbacks these factor
helps to collect data in primary source(Rodriguez, Ajjan, and Peterson, 2016).
Secondary Source: In this source it provides the mobility of the data collection through
some one else research by which the data is been gathered and analysis to the researcher, it
reflects the data is having existence in the form of other researcher file. Secondary data is one of
the easiest and flexible to the researcher where they get the data as per the information
required(Reddick,, Chatfield, and Ojo, 2017).
For the above discussion about the research there is use of both primary and secondary
source of data collection where the effective review implementation through questionnaire from
primary sources and secondary information can be collected through literature review by which
the information about data is being procure from Books, newspaper, internet etc.
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Instrument Used method:As for this research the instrument is being utilised to
conducting the research effectively through a survey by applying the enhancement of
Questionnaires on which it contains the set of questions related to Social Media impact and
benefits(Kim and Park, 2017).
Sampling Method:
Sampling is the prominent method which is assorted by researcher by choosing the pre-
determined number of units and observation for the objective of data analysation and evaluation
as in effective manner on the basis of set of the data provided(Angelini and et. al., 2017).
As for this particular research this research the use of Probability sampling researcher
method by which it determines the respondent reviews on the participation and they get selected
on the random basis where the 10 mangers of Hotel Hilton group have taken on the topic of
Social media references as their impact and benefits on their hotel venture.
Questionnaire:
It is an written document which comprises the set of questions are complied on the basis
of research topic as well as its objective oriented which helps to gathered the opinion of
participants or respondents(Zhang and Luo, 2016).
Questionnaire
Name:
Address:
Email Id:
Age:
Q1) Are you having any implication and perceptive regarding increasing importance of
social media in hospitality industry to meet changing demands and preference of
customers?
a) Yes
b) No
Q2) What is the importance is lead by social media for success and better growth of Hilton
hotel?
a) Effective communication and promotion
b) Improved engagement with customers
c) Enhanced brand awareness
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