The Effectiveness of Change Management Practices on Rebranding: A Case Study of Signature 1 Hotel

DISSERTATION
(The Effectiveness of Change
Management Practices on
Rebranding: A case study of
Signature 1 Hotel)

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of the study ........................................................................................................1
Aims and objectives: .............................................................................................................2
Rationale of the study ............................................................................................................3
Significance of the study .......................................................................................................4
Dissertation structure..............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Theme 1: Overview of change management..........................................................................7
Theme 2: Significance of rebranding in hospitality industry...............................................11
Theme 3: Change management tactics.................................................................................14
Theme 4: Benefits of sustaining and managing change.......................................................16
Theme 5: To provide recommendation on implement change management strategies for re-
branding of Signature 1 hotel Al Barsha Heights Tecom, Dubai.........................................21
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................25
Research type........................................................................................................................25
Research Philosophy............................................................................................................26
Research approach................................................................................................................26
Study setting.........................................................................................................................27
Population and sample..........................................................................................................27
Planned data measurement and collection............................................................................28
Planned data analysis............................................................................................................29
Pilot Study............................................................................................................................29
Ethical consideration............................................................................................................29
Reliability and validity.........................................................................................................30
Research Limitation..............................................................................................................31
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION....................................................33
DISCUSSION................................................................................................................................56
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................59
Conclusion............................................................................................................................59
Recommendations................................................................................................................63

REFERENCES..............................................................................................................................65
APPENDIX....................................................................................................................................71
Questionnaire .......................................................................................................................71

Topic: “The effectiveness of change management practices in managing hotel rebranding in
hospitality industry”.
CHAPTER 1: INTRODUCTION
Background of the study
Change management is an effective structure which helps in preparing, supporting and
making organizational change in order to make organizational changes effectively. This is an
effective strategy, tools and techniques which result in any change in the process, system, job
role organizational structure, people, etc. in order to attain required business outcomes
effectively (Understanding the Importance of Change Management, 2019). Change
management helps in gaining competitive advantage which in turn helps in ensuring that the
effective rivalry competition is being offered in the marketplace. It is an organized and
systematic approach which helps in improving the performance and operations of the business.
This strategy helps in enhancing the brand image of the company. This in turn helps in
attainment of goal and objectives of the company (Lee and Bourne, 2017). Change management
helps business in minimizing resistance, increasing engagement, improved performance,
reduction in cost and enhancing innovation. Change management is useful in effectively
organizing the organisation practice with organizational values by building various internal
capabilities (Harvey and Morris, 2017).
Rebranding is an effective marketing strategy which in turn results in change in term,
symbol, name, concept, design, combination, etc. It is an impelling strategy which helps in
developing differentiated and new identity in the eyes of investors, customers, stakeholders and
competitors. Rebranding is an effective process which helps in changing the corporate structure
and image of the company (Neill, 2018). It is one of the crucial market strategy which in turn
results in creation of an effective brand image from its competitors (Harvey, Morris and Müller
Santos, 2017). Rebranding is done because it results in new management, international growth,
better competitive image, etc.
Hospitality industry is one of the most diversified industry which attracts large number of
customers from across the globe. It is very crucial for the organization to take into consider
change management which in turn results in attainment of overall goals and objectives of the
company effectively. In order to improve the sustainability of the business it is very important
for the company to focus on continuous improvement. Change management helps in providing
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conceptual scaffolding for human resource of the company. It is very crucial to improve the day
to day operations of the company. There are various internal and external force which affects the
functioning of the business. Therefore, it is very crucial for the organization to go through
inevitable change in order to adapt to dynamic changing environment.
Signature 1 hotel is a company located in Al Barsha Heights which offers panoramic
view of the waterfront. This offers perfect balance between style and comfort to its customers by
giving effective staying experience. Signature 1 hotel provides all the necessary hospitality
services such as rooms, suites, Wi-Fi, parking, outdoor pool, laundry services, wellness and spa,
dining, welcoming ambience, etc. It provides various range of rooms such as classic room, club
room, premium room and executive suites. This hotel provides various range of services and
facilities to provide effective care to the individual.
This study will highlight, effectiveness of change management practices in managing
hotel rebranding. It will further examine the concepts of change management in the hospitality
industry. It will also outline the significance of the rebranding in the hospitality industry. This
research project helps in determining the effective change management tactics in order to
manage hotel rebranding. Furthermore, this study will identify the benefits associated with
sustaining and managing change within the business with appropriate recommendation. This
research also helps in resolving the various research problem by gaining valid and reliable
information. It also helps in examining the various concepts related to the research study in order
to attain set aims and objectives.
Aims and objectives:
Aim
“The effectiveness of change management practices in managing hotel rebranding: A study on
Signature 1 hotel Al Barsha Heights Tecom, Dubai.”
Objectives
 To understand the concept of change management in hospitality industry.
 To assess the significance of rebranding in the hospitality industry.
 To identify effective change management tactics.
 To identify the benefits associated with sustaining and managing change within the
business.
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 To provide recommendation on implement change management strategies for re-branding
of Signature 1 hotel Al Barsha Heights Tecom, Dubai.
Research questions
 What are the concept of change management in hospitality industry?
 What is the significance of rebranding in the hospitality industry?
 What are effective change management tactics?
 What are the benefits associated with sustaining and managing change within the
business?
 What are effective recommendation to implement change management strategies for re-
branding?
Rationale of the study
This research is conducted to outline change management practices in order to manage
hotel rebranding. This research is carried out because this the current issue. This is the current
issue because the business is facing various problems such as customer base retention and brand
image. Change management practice is very crucial because it helps in overcoming the dynamic
changing environment effectively and efficiently. Business face various issues in relation to
proper rebranding strategies to attain higher sustainable goals and objectives of the company. It
is a current issue because it helps in organizing the operations of the function systematically.
This is the current issue because business face various issues related to proper management of
rebranding (Kim and Talbott, 2018). If such issues are not addressed properly then it may
hamper the brand image and competitive position of the company. Change management is a
current issue because the business environment is changing dynamically which in turn affects the
operations of the business and brand image. It is very crucial for the company to adapt to the
changes effectively in order to achieve greater success in order to sustain in the competitive
environment.
This research of this study will be light on by carrying out qualitative research on the
basis of thematic analysis in order to gain in- depth understanding on the particular subject
matter. With the help of this the researcher of this study will be able to take into consideration all
the necessary aspects into the study. The research study will cover various different aspects
related to rebranding and change management strategies which in turn helps in resolving issues.
The researcher of this study has selected this topic because of its own personal interest. This
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research study will help in broadening the gap and gain new information which in turn helps in
carrying out the research systematically. It will further helps in determining various change
management tactics in order to changing dynamic environment. This in turn helps the company
to take necessary measures and survive in the marketplace. This study helps in determining the
various necessary measures to sustain in the market for the long run. Carrying out this study is
worthwhile as it helps in solving various research problem by using both existing evidence
theory and practical application to attain set objectives. The research is carried out precisely in
order to assess the effectiveness of change management practices in managing hotel rebranding.
Significance of the study
The key significance to carry out this study is to effectively understand the concept of
change management and significance of rebranding in the hospitality industry. This study is very
beneficial for the academic interest as it helps in determining the various change management
tactics which in turn helps company to attain greater heights and success in the competitive
market. Furthermore, this study is important for other researcher in order to gain in- depth
understanding on the particular subject matter. It helps in identifying the benefits associated with
sustaining and managing change within the business with the help of effective recommendable
strategies to achieve all the aims and objectives of the particular subject matter. This study is
very beneficial because it helps in filling the gaps and gain new, valid and reliable information.
The major significance of the study is that it helps in determining the effectiveness of change
management practices in managing hotel rebranding. This study is very beneficial because it is a
current issue and this in turn helps in gaining various aspects related to the particular research
topic.
This research study is important for the particular company for which research study has
been carried out. This will help company to demonstrate various findings which in turn results in
taking effective decision to achieve greater heights. This study is very helpful for the company to
use the existing information and make changes in order to attain desired goals and objectives.
This study is very useful for the hospitality industry in order to develop hypothesis and attain
specific goals and objectives (Lee and Bourne, 2017). Development of hypothesis helps in
gaining high operational standards and productivity. This is very useful for the company as well
as hospitality industry to identify various effective tools and strategies in order to attain the
purpose of the study. This in turn helps the researcher to attain all the answers to the research
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problem effectively. Particular research study is very important because it helps other researcher
in the future to further carry out the research in a systematic and efficient manner. This helps in
gaining new insight on the particular area of study. This is beneficial for the researcher to bridge
the gaps on the particular subject matter.
Dissertation structure
Chapter 1: Introduction
This study helps in demonstrating the effectiveness of change management practices in
managing hotel rebranding. This study will formulate a topic which in turn helps in attaining
aims and objectives. The aim and objectives of the research helps in clearly and concisely define
the purpose of the particular subject matter. The first chapter of this study is literature review,
where various viewpoints of the scholar is taken in order to attain the aims and objectives of the
company. The current knowledge helps in including substantive finding by effectively
contributing to the particular topic.
Chapter 2: Literature review
Literature review helps in compare and contrast the viewpoints of various scholars to
gain valid and reliable data. It helps in attainment of research question by attaining all the aim
and objective of the particular research. This research study will help in understanding the
concept of change management and significance of rebranding in the hospitality industry. It will
also gain viewpoints on the benefits associated with sustaining and managing change within the
business. The second chapter of the research study is based on research methodology which
helps researcher in identifying, processing, analysing and monitoring the information related to
the particular research project.
Chapter 3: Research methodology
Research methodology is useful in evaluating the validity and reliability of the
information. This helps in taking business decision to attain all the aims and objectives of the
research study. This research has been carried out using qualitative research method in order to
gain new insights on the effectiveness of change management practices in managing hotel
rebranding.
Chapter 4: Data analysis and findings
The next chapter of the research study is data analysis as it helps in providing relevant
concepts, method, frameworks and theories to inspect and transform data in order to attain the
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