Research Proposal: Social Media Recommendations for Hilton Bookings

This research proposal investigates the business problem of social media recommendations on hotel bookings within the hospitality industry, using Hilton Hotel as a case study. The introduction highlights management's crucial role in achieving organizational goals, particularly concerning the impact of social media on bookings. The main body outlines the research rationale, aims to analyze the impact of social media recommendations, and sets objectives to understand management's role, determine the impact of social media recommendations, analyze issues faced by Hilton, and justify solutions. The research questions explore management functions, social media's impact, customer booking preferences, and factors strengthening social media presence. The research strategy employs a quantitative approach, utilizing secondary data through literature review to examine management issues. The study reviews literature on management's role in social media, the impact of recommendations, and issues faced by Hilton, emphasizing the need for effective strategies to address consumer behavior changes and competition. The report concludes with a time plan, resource requirements, and a call for Hilton to prioritize staff training, ethical considerations, and customer service to enhance their social media presence and booking rates.

Research proposal

Contents
Topic: To demonstrate the business problem related with social media recommendations for
bookings into hospitality industry. A case study on Hilton Hotel...................................................4
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
TASK...............................................................................................................................................4
Research rationale........................................................................................................................4
Research aim and objectives........................................................................................................4
Research Question.......................................................................................................................5
Research Strategy........................................................................................................................5
Qualitative/Quantitative-.............................................................................................................5
Primary/ Secondary Research100................................................................................................5
Sources of Data............................................................................................................................6
Population and Sampling.............................................................................................................6
Data collection methods..............................................................................................................6
Literature review..........................................................................................................................6
Time plan and resources required................................................................................................9
CONCLUSION................................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:...................................................................................................................10

Topic: To demonstrate the business problem related with social media
recommendations for bookings into hospitality industry. A case study on
Hilton Hotel.
INTRODUCTION
Management is an essential function of an organisation through which all activities and
resource worked together for achieving goals and targets. business facing various management
issues because of less defective practices and lack of coordination regulate into the organisation.
Management of business involve factors like operations, manufacturing, human resource,
finance and marketing (Bonfanti, Vigolo, and Yfantidou, 2021). These all are connected and
work for single objective. This research will carry out all the issues hotel Hilton faces in
performing their business favourably. The hotel was first formed in 1919. it has the largest
hospitality operations served worldwide and comes under top class facility provider with the
numbers of hotels and resorts. The research will demonstrate the facts and problems related with
the hotel management that impact on social media therefore, in bookings.
MAIN BODY
TASK
Research rationale
Hilton is one of the top ranked hotel which has its headquarter in U.S. It is an American
based hotel that consist approx 584 hotels and resorts into worldwide locations. The hotel has a
brand name from past 101 years and still running best into the market. this research will carry out
the major issues and problems which are entitled with the hotel due to many factors like
competition, resources and workforce. All these fact has much significance in performing
business activity. Through this research, learner will demonstrate understanding about business
problems by using elective data collection sources in the form of literature review with
secondary sources of information.
Research aim and objectives
Aim:
“To analyse the impact of social media recommendations in making bookings for hotel as
a management problem within an organisation.”. A case study on Hilton.

Objectives:
 To understand concept of management as a role in social media.
 To determine the impact of social media recommendations as a management function
 To analyse the issues faced by hotel Hilton in changing consumer behaviour for making
bookings.
 To provide justification in solving management problem
Research Question
 What are various management functions or practices involved into business?
 What are the impact of social media in defining management of hotels?
 Why customer prefer to make booking after analysing social media recommendations
 What are various factors to make the social media strong for hotel Hilton?
Research Strategy
The strategies are necessary for gaining out best outcome of the research. There are various tools
and strategies entitled in doing the research but using the right one on the right situation provide
benefits In performing this research, the focus strategy used by the researcher is on quantitative
criteria in order to carry out accurate finding on the research topic.
Qualitative/Quantitative-
There are two methods of collecting data and carry out the research effectively. These two
method provide results in the form of research conducted (Ghosh, 2018). Qualitative methods is
used when there are various respondents out there for an interview purpose. In continuation with
the topic, the best method suitable in quantitative methods through which valuable results will
get through literature review. Quantitative research does not give results in facts and figure but
has effected in providing theoretical aspects with least cost taking. It give benefits of less time
consumption and cost saver when topic of research needs reliable solution.
Primary/ Secondary Research100
In order to conduct a research with proper sources and tools. There are two methods of collecting
data so that, functions of management get clearly understand with its related issues. Primary
method contains data set through personal visits, interviews or questionnaire whereas, secondary
method consist sources like journals, books, internet and many more (Guizzardi, Pons, and
Ranieri, 2019). The researcher has uses secondary data to find the issues involves within

management of Hilton. Secondary method is less cost consuming does not involve accurate data
and authenticity as much primary data involve because of the close open ended questions asked
by researcher with various respondents.
Sources of Data
The researcher find best sources through which data could gather. Various sources include
primary and secondary source under which interviews, surveys, feedbacks, internet, books,
journals and others. The researcher has used effective sources to provide much knowledge to the
learner. Data sources are the necessary factors in which all results are depended and come to
conclusion.
Population and Sampling
It is the method in which information of people through which data has gathered contains.
Sampling have two indicators in which data contains directly to the respondents or feedbacks
could taken thereof. Random sampling use to denote data through opting random people like 50
respondents have took out from different locations whereas, direct sampling include specific
individuals who could provide looked out information (Huarng, and Yu, 2019).
Data collection methods
Collecting data is the foremost task of researcher in order to understand and evaluate appropriate
outcome. The learner will come out to find the relevant information through literature sources
which does include theoretical aspect of the topic and what best suited for the criteria.
Literature review
To understand concept of management as a role in social media.
According to the author Mellinas, (2019). Management is the key concept of organization in
which all the process and business functions works on. It is the activity which process all the
managerial function together by accumulating human resource, capital, finance and planning.
The more management function would get strong of the company, the more it would impact on
its productivity and goodwill into market. Various business problems are faced by hospitality
industry as they have huge operations with huge competition as well. People are nowadays
connected with every inch of social media that provide them assistance for what they are
looking for. It becomes easy for them search and make the best choice from many options. So

that, social media play big role in enhancing as well as declining the productivity and customer
base of the organisation. The much better company will perform, the more will customer gets
engage with their services. Here comes the need of proper management system within the
organisation that defines the systematic approach of their working. Customer enjoy experience of
hotel services and provide their recommendations for the same. This will create much impact on
hotel goodwill by gaining loyalty of customers and amole of growing opportunities. In social
media concept, management pay vial role due to the equal effect of management will be reflect
into social platforms in the form of customer reviews, feedback an their recommendations. Hotel
Hilton has strong managements system in deleivering services and professional staffs and
allocated so that customer feel home life comfort at their stays.
To determine the impact of social media recommendations as a management function
According to the author Ramanathan, Subramanian, and Parrott, (2017). Social media
play vital and descriptive role in making the organisation grow and fall. Every other individual is
connected by its influence into market. A business who perform their activities through both
online and offline sources have to maintain management of both platforms where customer
come to visit for hotel inquiry, accommodations and purchase packages. Management include
various function like planning, organising the resources and make control over the operations so
it is mandatory to control and keep watch ion social gatherings. Also, provide good management
functions to all over the staff so that customer would not regret for making their choice on
Hilton hotel. Basically, at social platforms, people provide their views, ratings about hotels that
makes the other customers aware about its reliability. So bookings and visits are depending on
what customers see while searching for a best hotel. There are various impact of social media
recommendations on hotel functioning. They get well prepare and aware about their offering
whether customer are liking it or not. On the basis of recommendation people provide with their
experience, it helps Hilton hotel to make valuable changes and amendments done ins such way
that come up with new strategies and plans for management. Hospitality industry is all about
management where every service deliver as per management criteria and standards. Hilton hotel
need to check online reviews and problems of customers that help them in enabling what is
required into market for making maximum sale and profits.
To analyse the issues faced by hotel Hilton in changing consumer behaviour for making
bookings.

According to the author Tran, Pham, and Le, (2019) Hilton hotel serving the large
packages and stays at reasonable rates and superior class facilities. But there are various number
of hotels who are involved in the competition of making the services higher. By focusing on the
competition, hotel Hilton face a lot of issues in accepting booking due to changing behaviours of
customers. Social media platform provide all the information and standards of hotels when
customer look for an hotel. But this creates problems in analysing customers behaviour without
making personal interactions with the customers believe in what they saw on social platforms
and make the choice for one on the top ratings. Customers change their modes and behaviours
while making purchase with hospitality industry, they think of comfort, money worth and good
experience in travel and packages. Good facilities of hotels attract good number of customers.
Hilton hotel facing these issues as they could not connect with people directly to show their
effective services without they make experience by themselves. Business environment getting
more of dynamic due to new technology and ideas come up though worldwide nations, Hilton
hotel could not cope up with all the advancement simultaneously that will lead them to suffer
into competitive market and social politics.
To provide justification in solving management problem
Management is a broader concept which consist many of aspects related with
organisations success. Hospitality industry face allots of management problem that eventually
creates impact on goodwill and reputation of the company. Therefore, hotel are need to make
proper strategies and policies for making the management strong and effective. It is not difficult
to come up with various problems in management as there are different individuals working on
same motives but belongs to different cultural and beliefs. First it is the required to make staffs
or employees management by providing them proper training of hospitality work, good pays and
valuable authorities of decision making ( Zhang, Liang, and Qi, 2020).Employees are the hey
concerns who could make the right evaluation of company as well as lead to lowers down the
image when welfare of them is not appropriate. There comes a situation, handling all function
with proper care and control get the hotel result into effectiveness and profitability. Solving
management issues are in hands of managers of Hilton in order to make staff trained and get to
know about professionalism that is essential for hospitality industry. By solving issues, people
make reliable recommendations and reviews in social media that will result in benefits of arrival
in customers and enjoy thrilled experience of Hilton services. The hotel needs to involve ethics

and professional considerations while talking to visitors, greeting and welcome must be adored
and provide 24/7 services during stays. These strategies will help in covering the mistakes and
lack of superiority by making the guest their first priority and orders on time. The must ensure to
be authentic and punctual of time so that customers will leave the hotels with an immense
experience of journey(Zhang, Qiao, Yang, and 2020).
Time plan and resources required
The resources are essential and required tools in order roc induct research properly. On order
to make effective completion of the research, resources are used as observations, data though
internet, books and journals and literature sources.
CONCLUSION
The research has come to a conclusion on the findings of impact related upon social media
recommendations for the hospitality industry. The data gathered through effective sources and
literature that shows valuable findings on the objectives and gave out meaningful justifications.

REFERNCES:
Books and Journals:
Bonfanti, A., Vigolo, V. and Yfantidou, G., 2021. The impact of the Covid-19 pandemic on
customer experience design: The hotel managers’ perspective. International Journal
of Hospitality Management, 94, p.102871.
Ghosh, T., 2018. Predicting hotel book intention: The influential role of helpfulness and
advocacy of online reviews. Journal of Hospitality Marketing & Management, 27(3),
pp.299-322.
Guizzardi, A., Pons, F.M.E. and Ranieri, E., 2019. Competition patterns, spatial and advance
booking effects in the accommodation market online. Tourism Management, 71,
pp.476-489.
Huarng, K.H. and Yu, M.F., 2019. Customer satisfaction and repurchase intention theory for the
online sharing economy. Review of Managerial Science, 13(3), pp.635-647.
Mellinas, J.P., 2019. Dependency of Spanish urban hotels on Booking. com. Tourism
Analysis, 24(1), pp.3-12.
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.
Tran, L.T.T., Pham, L.M.T. and Le, L.T., 2019. E-satisfaction and continuance intention: The
moderator role of online ratings. International Journal of Hospitality
Management, 77, pp.311-322.
Zhang, H., Liang, X. and Qi, C., 2020. Investigating the impact of interpersonal closeness and
social status on electronic word-of-mouth effectiveness. Journal of Business
Research.
Zhang, X., Qiao, S., Yang, Y. and Zhang, Z., 2020. Exploring the impact of personalized
management responses on tourists’ satisfaction: A topic matching
perspective. Tourism Management, 76, p.103953.