Research Proposal: Social Media Marketing and Hilton Hotel Finances

This research proposal investigates the impact of social media marketing on the financial performance of the hospitality sector, specifically focusing on Hilton Hotel. The report begins with an introduction to the industry background and the importance of social media marketing, highlighting its benefits such as brand recognition, direct customer interaction, and cost-effectiveness. The research aims to determine the influence of social media marketing on Hilton Hotel's financial performance, identify key factors, and recommend strategies for increasing profitability. The methodology includes both qualitative and quantitative research approaches, utilizing deductive reasoning and a combination of positivism and interpretivism. The study will employ various methods, including surveys and data analysis, to assess the impact of social media marketing on sales, revenue, and overall financial health. The proposal outlines the research questions, objectives, and rationale, emphasizing the significance of this study for both Hilton Hotel and future research in the field. The proposal is a well-structured plan for a comprehensive investigation into the effects of modern marketing tools on the hospitality industry.

RESEARCH PROPOSAL

TABLE OF CONTENTS
Title..................................................................................................................................................1
BACKGROUND.............................................................................................................................1
INDUSTRY BACKGROUND........................................................................................................2
RESEARCH AIM, RESEARCH QUESTIONS AND OBJECTIVES...........................................3
Rationale.................................................................................................................................3
Scope and Importance of study..............................................................................................4
RESEARCH METHODOLOGY.....................................................................................................4
TIMESCALE...................................................................................................................................6
RESOURCES..................................................................................................................................8
REFERENCES..............................................................................................................................10

Title
Impact of Social Media Marketing on the financial performance of hospitality sector
BACKGROUND
The financial performance of company is a vital factor to achieve desired goals in
effective manner. With relation to this, social media marketing has greater impact on financial
standing of firm. Social media has evolved in the recent times facilitating not only people for
establishing connection with friends but also helping hospitality firms for attaining marketing.
The following report is about the use of Social Media Techniques which is majorly used for
effective promotions of organizations that provides a global recognition which is very essential
(Hanauer and et.al., 2012). There are several benefits which can be gained through effective
advertisements on social media.
Brand Recognition attracts huge base of customers. Apart from that, it allows the firm to
establish a direct interaction with customers. This consent engagement helps to create a picture
of effective credibility and develops eagerness’s in individuals to have interest in activities of
this hotel (What is research?. 2018). Also, company takes interest in listening to buyers. When
they become familiar with the brand, they can be more likely to suggest other individuals for
availing services. Therefore, they sometimes promote as a word of mouth. Development of brand
loyalty is also facilitated for any hotel in hospitality sector because it is important to create loyal
customers (Sharp, 2012).
New potential customers can be beneficial but when conversion rate is very high, the firm
might face several financial problems. Therefore, it also helps to decrease the conversion rate of
their loyal customers through effective promoting on several social media platforms to create a
strong customer influencer. Apart from that, there is better ranking in Search Engine
Optimisation that provides easy access on internet sources. Cost related to marketing get reduced
as conventional factors require a lot of investment which can be bad for financial factors of firm.
Therefore, financial performance of a hotel is dependent upon number of services delivered.
Promotion can become budget friendly. Aspects which can be easily adopted by the hotel for
attracting potential customers from market (Alberts and Altmann, 2012). The outcome of
adopting this strategy is very fruitful. Therefore, social media techniques grab huge amount of
buyers that lead to increase sales aspect of organisations.
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This report includes all those factors which occurred due to adoption of Social Media
techniques as an effective strategy. It is used for enhancing marketing activities of brand across
the world that is important to improve financial status of firm. Apart from this, when cost of
inventory is less and sales of service is more than it leads to increase the amount of revenue that
Hilton hotel earns. This is very advantageous as it helps to expand business and provides scope
for further investments which can be beneficial (Bach and et.al., 2013).
INDUSTRY BACKGROUND
Hospitality sector is considered to be one of the major industries that support travel and tourism
of any nation. It provides services such as event planning, lodging, theme parks, dining, cruise
line etc. It is considered to be a multibillion pounds’ industry which completely depends upon
disposable income of customers and availability of leisure time. This industry focuses on
satisfaction of customers as well as meeting their needs. Majority of the business under this
sector deals with tourist. When the disposable incomes of customers decrease due to recession or
any other factor in the economy than this industry is more likely to suffer.
Hospitality sector majorly based on theme and focus on creating an ambience which can
lead to affect psychology of the customers. Business that serves a particular theme are mostly
appreciated by visitors. This sector is dependent completely on innovation that leads to sets up a
new level of engagement with customers on the bases of creativity. Under this are majorly
dependent on three aspects such as effective management, staff and quality of services
(Grotevant, McRoy, Wrobel and Ayers‐Lopez, 2013).
Hilton hotel is considered to be a global brand in hotels and resorts and have properties in
around 85 countries. It targets segment like business as well as leisure travellers. Their chain
majorly chooses locations nearby convention centres, or airports or to such destinations which
are popular for vacations across the world. They participate in Hilton Honours which are
considered to be the loyalty programs for all those visitors who avail their services. Through this,
they provide them certain points according to which they can have certain amount of discounts
or free services. This strategy is proved to be very successful for business to retain customers.
Social media marketing is vital for Hilton Hotel as it entails numerous benefits such as
cost-effectiveness, time-saving and quick response of customers that can be gathered in the best
possible manner. This means that discounts or offers on certain packages may be provided to
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customers who are online and thus, they may avail benefits leading to maximisation of
satisfaction level. Furthermore, it imparts rewards to organisation as marketing and promotional
activities are achieved in a better way and thus, they can accomplish enlarged sales and
profitability which could be enhanced leading to higher financial performance.
RESEARCH AIM, RESEARCH QUESTIONS AND OBJECTIVES
Aim: To investigate the impact of social media marketing on the financial performance of
hospitality sector: A study on Hilton Hotel
Objectives
 To investigate influence of social media marketing on financial performance of Hilton
Hotel
 To identify factors of social media influencing performance of organisation
 To assess impact of social media marketing on growth of Hilton Hotel
 To recommend ways to Hilton Hotel for increasing profitability position through social
media marketing
Research Questions
Q1. Which factors have major impact on financial health of Hilton Hotel?
Q2. Does social media marketing positively contribute to success of organisation?
Rationale
Several factors have contributed to conduct research on this topic and proposal is made
accordingly. It includes nature of topic such as social media marketing which is a modern tool
for marketing adopted by organisations. It helps hospitality sector to attain useful insights to
implement social media marketing tools on Facebook, Twitter, Instagram and other social media
channels to achieve marketing and promotional activities in the best possible manner.
Furthermore, another element which encouraged researcher is interest in studying how
financial performance is enhanced by the impact of social media marketing because of implied
benefits like low cost, wide and instant reach to customers. In simpler words, it can be assessed
that topic is structured and relevant outcomes will be attained in future when obtaining answers
to research questions. The survey will be taken from employees of Hilton Hotel and effects of
modern marketing will be analysed. Growth and success of organisation will be determined by
taking into account various factors. Hence, this issues will be assessed from research.
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Scope and Importance of study
Social Media Marketing is one of the main methods which is used by organisations for
promoting goods and services. Seeking this, Hilton Hotel performance will be assessed and
factors that contribute to its enhanced growth. It is an essential study that would provide better
reflexes for a company as it will be beneficial in carrying out whether such marketing is valuable
in accomplishing the desired objectives of the firm. The study undertaken in present scenario
will be beneficial for Hilton Hotel. Moreover, it will be effective for other researchers who want
to conduct study under same area. It will explore new avenues in organisation so that it may be
able to attain ways to stabilised financial performance.
RESEARCH METHODOLOGY
The research proposal is one of the important parts for conducting future research on the
topic. This will help researcher to effectively ascertain whether firm's performance is influenced
by modern marketing tool or not and will guide for preparing research for future in analysing
various dimensions to achieve research objectives (Research Methodology. 2018).
The research methodology that will be conducted in a manner is outlined below-
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Research Type
Research project will be conducted in accordance to the type of research selected in a
better way (Mackey and Gass, 2015). Usually, there are two types on broad basis such as
qualitative and quantitative. It is on the scholar to undertake which type of research should be
taken to answer to research questions formulated and effectively find results of the same.
For present study, both qualitative and quantitative techniques will be utilised for
approaching towards aim and objectives quite effectually. Qualitative research is based on
reasons, opinions that helps to develop hypothesis. In simpler words, non-numerical data is
gathered and description of concepts are analysed.
While, quantitative means numerical figures are considered for assessing relationship
among dependent and independent variables. With relation to this study, quantitative analysis
will be taken to assess trend of sales and profits influenced by modern marketing tool. On the
other hand, qualitative tool will also be used to ascertain opinions of employees forming a
collective part of data analysis. Hence, research will be based on qualitative and quantitative
basis for attaining desired objectives by scholar. Qualitative type will also be conducted in terms
of online communication and marketing. This would be beneficial for firm's management as to
what kind of social media metrics is required for achieving increased revenue.
Research Approach
There are various types of research approaches which can be used for addressing research
issues in better ways. These approaches are inductive and deductive, which could be employed
for attaining desired results quite effectively.
Deductive approach is utilised to develop hypothesis which is generally based on existing
theory to design research strategy for testing hypothesis quite effectively. It is used to transform
general theory to particular aim.
In inductive research approach, theoretical framework is not ignored but it starts with
observations proposed at the end of research process which forms part of results. Deductive
approach will be used by researcher for assessing this impact on financial health in order to
conduct present study to attain fruitful outcomes. Furthermore, it has various stages which will
be helpful for testing hypothesis (Taylor, Bogdan and DeVault, 2015).
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In this, first step will be to deduce hypothesis from existing theory, next will be to
formulate concerned hypothesis for assessing relationships between variables under study. Then,
testing of hypothesis takes place by using quantitative methods such as descriptive statistics.
Moreover, outcome will be examined to accept or reject theory. Hence, deductive approach
would be utilised for addressing issues for attainment of research project in the future.
Research Philosophy
It is another important part of research which helps to attain results and interpretations
can be done accordingly. It has to be adopted so that conclusion can be attained by taking into
account data quite effectually. Research philosophy will be required by scholar to complete
research and attain desired results.
With relation to this, appropriate data will be taken as the basis for completing research in
comfortable manner. Useful insight would be accomplished about topic in hand and investigating
impact of social media marketing on financial performance of Hilton Hotel will be made.
Positivism and interpretivism are two widely used philosophies which can help in
achieving better outcomes. Positivism is generally a highly structured data collection method for
attaining insights by using quantitative techniques. On the other hand, interpretivism technique
means to gain in depth investigation about study in achieving good insights about social media
marketing on Hilton Hotel. Thus, both philosophies will be used to conduct research and attain
results by taking appropriate data.
Research Design
It is termed as an overall structure of research which helps to attain concrete results in
effective manner. For achieving better insight regarding study of Hilton Hotel, it will be
required. Mainly, two types of research designs such as descriptive and exploratory can be used
(Brinkmann, 2014).
As the name suggests, exploratory research is utilised to explore the study for making out
relevant insights. It helps in exploring the current situation and furthermore, answers the research
questions that can be attained in better way.
On the other hand, descriptive design is referred as complete set of methods and related
procedures describing variables. The sampling method will be used and 30 employees will be
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asked to respond to questionnaire. Target population would provide with efficient results that
will form base of interpreting data quite effectively (Lewis, 2015). , Descriptive research design
will be appropriate for usage and accomplishing outcomes with ease order to achieve desired
conclusion.
Thus, by incorporating descriptive design, impact of social media marketing would be
assessed on performance of hotel. Research design will be helpful in carrying out result in
effective way and hence, new insights regarding the theoretical framework can be achieved
(Flick, 2015).
Sampling
Sampling is a useful technique especially when there is a huge amount of data being
available to scholar. It becomes difficult to take into account entire data of population to carry
out research in appropriate way. Hence, sampling is used as it is a productive tool in taking into
consideration only that information of whole population which is representative of it. In this
manner, various sampling methods are there which can be used to gather data.
In present study, simple random sampling technique will be utilised for getting results in
the best possible way. There are two types of methods like probabilistic and non-probabilistic
methods which helps scholar to collect suitable data.
Non-probabilistic deals without taking numerical figures. On the other hand, probabilistic
method uses some sort of random selection of data from the universe.
In current research, 30 employees of Hilton Hotel will be used and simple random
sampling will be considered. Moreover, viewpoints regarding social media from workers would
be used and consecutively analysed in a better way for research (Panneerselvam, 2014).
Data collection
There is immense requirement of data so that proper information may be gathered and
consecutively results could be attained but without having data in hand, it becomes impossible to
get desired conclusion. In relation to this, generally, there are two types of data like primary and
secondary which forms part of constructive information.
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Primary data means researcher has not previously conducted any research and no
information pertains regarding it. In primary data, questionnaire, interviewing technique,
observation and related techniques can be undertaken for obtaining data in the best possible
manner.
In conducting present research, primary data will not be conducted. Secondary data is not
being conducted for the first time and is already collected data by previous researcher and used
by previous scholar for attaining useful insight in his present research. Books, journals, annual
reports of organisations, internet journals are some examples that can be utilised. Here, data will
be gathered from annual report of Hilton Hotel. Thus, secondary data would be used in
conducting research (Billig and Waterman, 2014). Furthermore, social media trend over past
years on financial performance will be gathered from annual report leading to attainment of data
for assessing influence of social media marketing on financial performance of Hilton Hotel.
Data analysis
Data collection is a vital part of research methodology which serves as a base for
conducting data analysis in a presentable format. It helps scholar to analyse data gathered from
sources such as primary and secondary. In order to present data in effective way, thematic
analysis will be conducted. This will help to effectively ascertain quantitative and qualitative
data with ease.
Qualitative Data Analysis means questionnaires are taken into account which will be
presented and common patterns within answers will be identified and as such, research aim and
objectives will be met accordingly (What’s the difference between qualitative and quantitative
research?. 2011). While, quantitative analysis means interpretation of numbers are made and
attempt is done to identify rationale emergence of findings. Data analysis is essential element
which provides researcher with better approach in accomplishing concrete results. Data analysis
will be done keeping in mind quantitative techniques are applied and on the basis of it, themes
would be prepared for conducting research in a better way. Along with it, charts will be made to
represent data graphically to give pictorial representation for collected data (Dang and Pheng,
2015).
Reliability and Validity
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Reliability is termed as those answers to research which can be obtained in a better way
under same instruments in more than one time. It is required because it will be helpful for other
researchers who will study the same subject and with high level of reliability; same results will
be attained under similar conditions.
Reliability is a main concern of observer because it is not certain that subjectivity of
observer will be impacted or not. This issue is mainly of subjectivity and when scholar adopts
subjective approach, then reliability is compromised up to a certain extent.
Validity means that whether requirements of scientific approach have been followed
while conducting research in a better way in process of finding out results. This means that
appropriate time scale for study is being followed or not.
On the other hand, suitable research methodologies have been taken into consideration by
researcher for reaching towards conclusion with ease. Moreover, sampling method is being
chosen or not which clarifies validity of research.
In present research, all reliable source of information is used after 2010 and recent
academic journals and books are taken. References and citations done are authentic and taken
from reliable sources (Riedl, Davis and Hevner, 2014). Hence, all information is taken into
consideration such as simple random sampling method will be used, along with proper research
design and will be being completed within time scale. Thus, results are reliable and valid and
conclusion can be obtained.
Ethical Considerations
Ethics are required to be undertaken in a manner so that information regarding the
research project should be confidential. The researcher will respect respondents who will provide
necessary data for contributing towards completion of research in a better way.
Moreover, it is also required that information may be taken by taking consent of
employees from whom data will be gathered so that permission can be attained for using in
research. It will be kept confidential and as such, ethical considerations would be taken into
consideration so that academic interests of scholar will be carried out with ease. Researcher
should be aware of respondents' rights during research in the best possible manner.
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On the other hand, it is an obligation on hands of researcher that he should clarify
purpose behind obtaining information from them and ensure that no co-enforcement, personal
infringement should be made (Ma and et.al., 2012). This will provide confidence to respondents
and they will provide clear and true information which would be beneficial for achieving desired
objectives of research and as such, aim will be met in accordance to researcher's aim.
The research will be conducted by taking information from 30 employees which are
employed in Hilton Hotel and it is required that it should be kept confidential so that it may not
harm organisation in any manner. Hence, such ethical considerations will be kept in mind in
order to effectively ascertain viewpoints of sample population and attain final outcome of
research.
Research Limitations
In context of present research, limitations of research are assessed which is hindering
towards attainment of research aims and objectives. It leads to inaccurate results affecting overall
outcome of research. Primary data that will be collected through questionnaire on online basis
has certain limitation, which would be inaccuracy. It is difficult to ensure control over
respondents, for instance: it may be possible that he may respond more than once which
negatively influences research and as such, it goes towards bad direction. It has to take into
account that one respondent should answer only once which could produce true results but it is
difficult to predict the same in sample and shortcomings are found.
Moreover, it can be analysed that Hilton Hotel has many branches alone in UK and it
becomes impossible to collect data from each and every employees covering whole population.
The sample will be taken which will be representative of population and hence, when sample is
taken, then it obvious that sampling errors will prevail which will affect results of research up to
certain extent (Hesse-Biber, 2013). Researcher is also not trained in gathering information in
appropriate manner and will affect the results as he lacks ability to make feel comfortable to
repliers so that they may answer in effective way. Hence, such research limitations in collecting
data may not meet the stated aims and objectives.
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