1.5 Research Objectives
1.5 Research
Objectives
This study aims to address
the identified research problem and gaps by pursuing a general objective and
several specific objectives. These objectives are designed to provide a
comprehensive understanding of how Facebook marketing strategies directly
influence customer booking intentions in Bangladeshi 5-star hotels.
1.5.1 General
Objective
The general objective of this research is to determine the direct
impact of Facebook marketing strategies on customer booking intentions in
Bangladeshi 5-star hotels (Bhandari & A Sin, 2023; Khan & Abir, 2022).
This overarching objective seeks to establish a clear causal relationship
between the hotels’ Facebook marketing efforts and the propensity of potential
customers to make direct bookings.
1.5.2 Specific
Objectives
To achieve the general
objective, the study will pursue the following specific objectives:
•
To
evaluate the direct impact of Facebook content strategy on booking intentions
for Bangladeshi 5-star hotels (Belias et al., 2023; Bhandari & A Sin,
2023). This objective will delve into how various aspects of content, such as
quality, relevance, diversity, and posting frequency, directly contribute to
customers’ decisions to book.
•
To assess
the direct influence of Facebook engagement strategy on booking intentions for
Bangladeshi 5-star hotels (Khan & Abir, 2022; Guo et al., 2021). This
objective will explore the direct relationship between interactive features,
response management, user-generated content integration, and promotional
activities on Facebook, and their subsequent effect on booking intentions.
•
To
compare the relative effectiveness of Facebook content strategy versus
engagement strategy in influencing booking intentions for Bangladeshi 5-star
hotels (Ahmed et al., 2023; Leong et al., 2019). This objective aims to
provide insights into which of the two broad Facebook marketing approaches
yields a stronger direct impact on customer booking intentions.