Hospitality Management and Tourism Research

This assignment focuses on a synthesis and analysis of current research within the fields of hospitality management and accounting. It delves into the evolving landscape of tourism studies, particularly exploring postdisciplinary approaches and their impact. The assignment also examines customer relationship management in the tourism and hospitality sectors, sustainable tourism practices, and the role of emotion in shaping tourist experiences.

RESEARCH METHODOLOGIES
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Executive Summary
Customer satisfaction, on the ground of hospitality and tourism sector, is a specified topic which
is the prime issue in today's hotel industry. Today in the hotel industry, a satisfied customer
comes repeatedly to the much known hotel which is identified as a major and common factor in
this research. It is also evident that customer satisfaction is a major aspect promoting customer
loyalty. The research clearly measures the satisfaction level of the customer. It was determined
that in cases of hotels which met with the requirements of the customers, an aspect of customer
loyalty was triggered. Moreover, it was also observed that an up to the mark service by any
hospitality organization facilitates establishment of a good relationship between the customer
and the hotelier.
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Table of Contents
1. Overview and Background 4
2. Introduction to Specific Research Problem 5
3. Review of the literature 5
3.1) Customer loyalty 6
3.2) Customer satisfaction 7
3.3) Dimension 7
3.4) Loyalty prerequisites 8
3.5) Photo- elicitation 8
3.6) Comparison-level theory 9
3.7) Confirmation-Disconfirmation Theory 9
4. Conceptual framework 10
4.1) Research Hypothesis: 11
4.2) Research Question 11
4.3) Aim of the Study: 11
4.4) Objective of the study: 11
5. Methodological approach 12
6. Approach 12
6.1) Research Philosophy 12
6.2) Research Approach and Design 14
6.3) Method of Research and justification according to research question 15
6.4) Research paradigm 16
6.5) Sampling 16
6.6) Research reliability 17
6.7 Ethical Consideration 18
7. Critical analysis 19
8. Evaluation 20
9. Conclusion 20
10. Reference list 22
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1. Overview and Background
The idea of giving a quality service for securing customer satisfaction is to earn customer's
support. Success in overall business development of hospitality has always been a normal belief
of many professionals (Zhong et al. 2017). The tourism and hospitality industry is highly
competitive in the global market and plays a very important role in the economic development of
any country. These industries make large employment like personal and commercial earnings,
revenues of foreign exchange, and development for society for developing nation worldwide
(Choo and Petrick 2016). To survive and maintain the existence in present global market,
hoteliers must follow some rules and regulations.
Customers from a different part of world travel many places to have relaxation and pleasure. In
the world of tourism and hospitality, it is crucial to gauge that the customers are getting enough
services or not as they are paying huge money for service (Canosa et al. 2016). The prime
discussion about the respected topic is whether the customers will revisit the hotel for good
service or they will not visit the hotel again due to inappropriate service delivery. It is often
required for the hotel companies to know what exactly the customer needs are (Gaede and Vaske
2017).
With the increase in competition worldwide, every hotel marketers face a significant challenge of
preserving prior customers and engaging new ones. However, Companies are facing problem for
uplifting the service quality and it becomes costly to please customers. Still, many of the hotel
companies have many problems but try to follow these particular norms to survive in the global
market.
As stated in the introduction, it is evident that customer satisfaction, through services in all part
of tourism and hospitality, is crucial. Being a part of tourism, hospitality is referred to customer
satisfaction and service, which will be qualitative for the customers (Chekalina et al. 2016).
However, sometimes it can be quantitative for some products.
Tourists visit many places to enjoy pleasures and relaxed holidays over the world. Henceforth, it
is required for the hotel in charge to guide them in a good manner and also to look over the
satisfaction of customers as per the service they require to get (Ferrer-Rosell et al. 2016). Quality
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of service and product, non-fluctuating pricing, as well as pleasure location is very much
essential and also a common factor for providing good service to the customers.
It was identified that customer service is most prominent part of all dimensions of overall
satisfaction. On the basis of the research topic, It is required to get reviewed why the customers
are not getting satisfaction from the hotel end (Ramkissoon and Mavondo 2017). Moreover, it is
necessary to secure business with the customer on the basis of a service area. Furthermore, it can
be said that relationship between customer and the hotelier will be strong and enriched with
profitability, if the service is best in its area. On the basis of retaining old customer to visit the
hotel, it is required for the hotel to present good quality service towards the customers (Melendez
and Thapa 2017).
2. Introduction to Specific Research Problem
Throughout the research, it has already been clarified that hoteliers must empower the
organization with good products. It is required to develop the hotel in a manner where customers
will get full service. In present days customers have to pay a lot for tourism and hospitality
purpose. Every now and then the price of commodities is gradually increasing. In this research,
there is also some specific problem present in it. Those specified problems, which can be a
barrier for the ground to satisfy customers, are mentioned here:
a) A crucial point for customer satisfaction is improving hospitality industry to value the
customer needs.
b) Based on customer satisfaction, spending lot of money in the progress of hospitality leads the
hotel to an unprofitable margin.
c) Customer needs and satisfaction are increasing on daily basis and it is a problematic area for
the hospitality and tourism controller to justify and make it a satisfactory one.
3. Review of the literature
The research topic on hospitality and tourism helps to provide beneficial information and
reviews on the loyalty and satisfaction of customers. This review, on the above topic, helps to
gain important insight on the research topic. The major focus deals with customer satisfaction
and loyalty in various hotel industries globally (Lashley, 2016). The necessity of providing
detailed information and details on the above topic results in useful customer service. Although,
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there are various structure and frameworks in the literature review that can influence the overall
development of hotel industry. Different methods and techniques used to provide a beneficial
review of the research topic. The following key elements in the literature review describes the
how customer satisfaction and service differs from one another.
3.1) Customer loyalty
The customer satisfaction and loyalty can effectively describe as the display of trust,
commitment and positive interaction that can help to enhance and integrate the daily interaction.
The concept of loyalty has developed widely throughout recent time. It is important to analyze
and control any kind of irregularities in the hotel industry. Based on the customer satisfaction,
loyalty has received numerous attentions in the field of the hotel industry (Woodside, 2017). The
concept of loyalty explains the process of favourable attitude and positive service with respect to
customers. It is essential to incorporate better measure and control in customer loyalty. The
process of loyalty includes three main types of positive dimensions. These can highlight attitude,
positive composition and behaviour. The behavioural loyalty deals with the measurement of
behaviour, consistent and behaviour characteristics are able to provide an effective form of
control behaviour.
Effective behaviour around the customers can help in better communication and customer
encouragement. Yet, there are few problems regarding the behavioural loyalty. This form of
approach cannot determine the psychological commitment (Ghosh and Siddique, 2017). In case
of attitudinal loyalty, the concept helps to deal with both psychological and emotional bonding
with the customer. A different form of engagement and liability can be determined through
attitudinal measurement. Different forms of attitude can be controlled and measured through this
process. The last approach is a combination of the first two processes. It helps to measure
different preference, brand switching, purchase frequency and prosperity. These forms of
measurement can help to provide a better form of loyalty and control. Both this approaches can
drastically increase the power of persuasion and loyalty. It can help to maximize and respectively
mitigate the key challenges while dealing with specific customers.
3.2) Customer satisfaction
In this era of a vastly competitive market, it is essential to integrate and develop better means of
communication techniques and systems in order to highlight different key processes in the hotel
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industry (Pons, 2016). It is essential to have a better form of product design, product
development, cycle stages and processes. Yet, one of the most important aspects of the hotel
industry is customer satisfaction. In case of marketing activities, it is important to consider
customer-oriented measurement in order to highlight and provide better levels of process
outcomes. Satisfying the demand and criteria of the customers can help to build better level
improvement in customer handling process.
In case of the effective marketing process, it is necessary to upheld communication and
interaction with customers in order to develop better marketing skills. A better level of customer
satisfaction can help to gain more confidence and support. It is important to modify and change
different key aspects of the communication process. In addition, it used to refer individual
satisfaction service that can help to integrate customer satisfaction. Appropriate means of quality
of service can help to meet customer needs and respectively gain better trust and mutual
understanding.
3.3) Dimension
A better level of segmentation in the overall satisfaction can help to improve customer
satisfaction process. Obtaining effective means of dimensioning and direction can help to switch
techniques and methods while working in the hotel industry (Wachowiak, 2016). It is important
to categorize and classify service that will respectively help to allow better dimension and
satisfaction control. The main components of the customer satisfaction process include service,
location, cost and quality. These factors are essential to measure and control in order to provide
better means of customer satisfaction. Better dimensioning can allow flexibility in the hotel
industry.
Service describes both tangible and intangible forms of work activities that provide beneficial
support and assistance to the customers. Both social relationships and interaction are extremely
important in order to evaluate and control different elements of hospitality and customer
satisfaction process. Better forms of representation in the dimensioning process can help to build
better bonding and relationship. The overall customer satisfaction can not only affect the work
progression but also provide a better level of support and control. It is important that these
dimensional factors can influence the overall customer satisfaction. Both factors including
individual satisfaction and concepts can help to improve productivity in the hotel industry.
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3.4) Loyalty prerequisites
The concept of loyalty prerequisites does not clearly identify a major theoretical framework and
design plan. It is essential that better forms of identification and measurement can help to
mitigate such prerequisites in loyalty. In case of the hotel industry, it is necessary to incorporate
and analyze various process regarding effective customer satisfaction and customer service. Yet,
researchers have described that both service and quality are the prerequisites of loyalty. Better
forms of customer satisfaction can influence loyalty, which adversely acts as a catalyst in the
hotel industry.
Moreover, it is necessary to develop unique skills and techniques with respect to loyalty in order
to provide sufficient customer service and control (Robinson and Picard, 2016). The theoretical
framework consisting of several elements can help to support the related topic and research
statements. It is essential to incorporate an effective form of a design plan in order to form better
resolution techniques and evaluation. Moreover, sufficient forms of information regarding the
related topic can help to support the customer satisfaction process.
3.5) Photo- elicitation
The process of photo elicitation method can help in better measurement and evaluation of key
challenges and issues regarding hospitality a tourism industry. It is essential that photo-elicitation
can use as a tool, which allows better resolution and evaluation regarding the proper approach to
different key techniques (Paiva et al. 2016). This process has helped to modify and change the
outlook of the hotel industry, which respectively gives sufficient information and details about
customer satisfaction and control. This method developed to conduct various researchers on the
marketing activities. The forms of marketing research include education, sociology and health.
It is essential that this process can help to represent a better analysis of the relationship. The
process incorporates various forms of photographs into the research that allows better analysis
and measurement. The interviewer concentrates on the specific photographs that help to build
better evaluation and measurement. It also incorporates different participants to collaborate with
each other, respectively increasing the overall productivity in the photo-elicitation process.
Incorporation of a photo can assert a deep understanding of the necessary activities with respect
to the hotel industry (Han and Hwang, 2016). Better evaluation and measurement can help to
build trust, mutual understanding and relationship.
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3.6) Comparison-level theory
The comparison level theory is important to measure and evaluate different forms of relationship
building process. The theory provides better forms of understanding about the level of
comparison with respect to customer satisfaction. The use of different stages in comparison level
theory is important to provide a better level of understanding and support with respect to
customers. Better means of reflection and measurement is important to control different
outcomes regarding performance and individual skills.
The theory in respect to hospitality and tourism industry can effectively achieve major
challenges in the activities (Kim and Kim, 2017). When a particular level of outcome decreases,
there is another level of alternate comparison level, which used to differentiate the existing
model. This form of different levels helps to create better assessment and understanding of
relationship amongst the customers. Providing effective relationship can help to mitigate the
existing challenges in the hotel industry (Ferrer-Rosell et al. 2016). Moreover, the use of positive
communication level can also help to integrate the comparison level theory.
The objective of this work is to identify the methods used to create tourism development
strategies in chosen regions. 16 strategic documents for the development of tourism in the
regions (provinces) of the chosen area have been analysed. All of them are currently valid and
pursued strategies. After identifying the methods, it was being compared with the methods most
commonly used in the implementation of foresight projects. The foresight diamond was used for
this purpose, into the framework of which the methods that were used in the process of creating
tourism development strategies in the area which is being chosen.
3.7) Confirmation-Disconfirmation Theory
The customer satisfaction process is essential to measure and analyze the different form of
service-oriented relationship that can help to increase interaction and communication between
one another (Ramkissoon and Mavondo, 2017). The theory on confirmation-Disconfirmation
provides important decision-making and judgement making skills that are potential in various
work processes. According to the theory, the customers provide an important assessment on
satisfaction by actual comparison of the experiences and perception (Sharples and Marcon-
Clarke, 2017). It is extremely important to evaluate and measure important performance making
skills allows better resolution of the specific challenges and risks. The theory also provides
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useful integration of service performance, which is important in the evaluation of potential
outcomes. The proper postulates of the theory incorporates the following points
● The Proper level of confirmation occurs during actual performance process and
respectively matches the standard of performance and feeling.
● The form of positive confirmation occurs during appropriate performance standard and
measurement control. It can describe that when performance is relatively higher than the
standard, it can effectively lead to customer satisfaction (Sin et al. 2016).
● Negative disconfirmation is possible when the standard of performance is relatively low
then the satisfaction. It can drastically lead to loss of growth in the hotel industry.
4. Conceptual framework
The conceptual framework is essential to capitalize the different elements in the research
methodologies and respectively provides a framework design of the key elements. A better form
of framework design can help to create and develop unique model regarding the key aspects of a
literature review. The key aspects serve to provide essential design layout and structure. It is,
therefore, necessary to develop better research study and evaluation of the research topic. The
conceptual framework design for this research topic highlighted below
Figure 1: Conceptual framework regarding hospitality and tourism industry
(Source: Self-developed by the author)
4.1) Research Hypothesis:
H1: Hotel manager do not take any efficient step for staffs training in the luxury hotel
H2: In the luxury hotel the cost the accessories items should be reduced to reduce the hotel rent.
H3: Luxury hotel should cover full customer facilitation otherwise the dissatisfaction wills Rome
around mouth to mouth
H4: The customer main dissatisfaction cause is not suited environment and not friendly
receptionist.
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4.2) Research Question
According to the research, many questions arise with respect to the terms and can easily be
examined based on customer satisfaction and customer service.
The research question for this purpose would be the essentiality of the service standards required
to satisfy customers and the impact on the hotel environment.
4.3) Aim of the Study:
To develop the methods for hotels to increase customer satisfaction
4.4) Objective of the study:
As per the research of the topic is related to, it is not quite easy to determine and get exact
objectives for customer satisfaction. It is not possible for the Hotel Company or Tourism
Company to fulfil all the needs of every customer. Not a single customer will return to the
previous hotel if the hotel cannot provide good service. Service towards customers is very much
important. To retain the customer for his/her next holiday or business trip it is required to
maintain good service. Discussion of research objectives is entitled in this particular area. It is a
big problem for the hotelier and the hospitality team to satisfy every need of a customer. There
are many objectives present for the above research topic. The main objective of this research is
to develop the methods for hotels to increase customer satisfaction. Some of the points are
entitled below:
a) On the basis of customer satisfaction, it is very much needed to have to price for hotel
products at a nominal cost.
b) In present days pricing of foods and beverages according to the hotel environment does not
meet the minimum level of criteria.
c) Travelling for any purpose tourists or customers face many problems like finding good hotels
at a low price with many amenities
d) Some other research objectives are like reviewing the exact needs of the customers.
e) Getting hotel locations near to the travel point for good and relaxation tourism for the tourist
f) Organising and having enough modern amenities for customer needs.
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5. Methodological approach
In case of this research topic, specific qualitative analysis method implemented in order to
highlight different criteria and function with respect to hospitality and tourism. Proper evaluation
of the research methodologies has addressed to provide effective means of method control.
Various forms of research design, techniques and measurement tools have incorporated for this
procedure.
6. Approach one
6.1) Research Philosophy
For a research or analysis, it is important to specify the right source of data followed by data
type. This aspect is initially established by research philosophy. Different types of researches
follow different philosophies like positivism, interpritivism or philosophical. Positivism
philosophy tends to follow statistical data and mathematical solutions where as interpritivism
tends to follow opposite aspect of positivism and it is quite philosophical in view along with
support of social science. Philosophical philosophy is hardly found to be followed as all of the
data required or available in such research is bias or thoughtful (Mazanec, 2017).
In this research, the researcher has followed positivism philosophy according to its nature and
availability of data. A respective hotel business has sufficient database to review business
scenario and having a discussion with employee groups as well as customers, a mathematical
solution can be formed. All these aspects have justified the selection of philosophy (Pernecky et
al. 2016). The particular philosophy has been chosen for the purpose because it would help in
providing scientific and mathematical proofs in order to portray the relationship between the
factors .
▪ Purpose
This research aims to analyze the relationship between customers and the hotel industry. A
business does not have a growth if the relationship with the customers not good. In every
business, the business head follows some rules and points to bring as more customers as they can
for the business to flourish. Therefore, such points and rules are also required for the hotel and
tourism business to furnish and follow. The Purpose of customer satisfaction and service towards
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the customer leads to develop the business. Another purpose of this research is to get a scenario
of today's customer satisfaction through hospitality on the ground of tourism. Every tourist has
some requirement and needs while travelling for holidays or business trips. It is essential and
required for the hotelier to find out the needs of the customers. Purpose of this study is also
required to have methods reflected from other hotels. According to the purpose of the study, a
loyal and respected customer who carries many attitudes which is profitable for the hotel, agrees
to buy again the service and also recommends others to buy the service. Moreover, it can be said
that hotels with good hospitality management present can easily satisfy customers with every
need. Well, this service also creates a monetary pressure on the customer because these services
are really expensive. In other words, it can be said that this research lets us know and clarify the
conditions that how the customer service should up to be.
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6.2) Research Approach and Design● Research approach
In most of the research works, approach is set by variables and hypothesis. There are mostly two
types of approaches available for such analysis and those are like deductive and inductive.
Deductive approach aims to justify new theories along with testing existing ones whereas
inductive approach tends to introduce or establish new theories. At a glance, inductive approach
is more practical and reflects the thoughts of advanced prospects.
In this research, the researcher has chosen inductive approach where concerns and advanced
customers are taken into considerations. The justified form of this approach is that the researcher
has not tried to target existing theories or available aspects in the context, but the major aspect of
the research is to gather data from customer groups and setting up of a new standard of
hospitality margin. This would help in bettering the services.
Data collection
Two types of data collection and types are available and such margins are set by philosophy.
Two types are like quantitative and qualitative. Followed by the data type collection types are
specified. Data collection tools include survey, questionnaire or focus group discussion. The
qualitative form of research technique helps to provide detailed information about the different
process used in the research methods (Lugosi and Jameson, 2017). The photo elicitation methods
used in the process can help to provide useful information regarding the ways and operations in
the hospitality industry. Incorporation of the recent technologies can help to determine various
challenges and issues in the process. A better combination of the image and written based
communication style helps to provide detailed information about the relation between the
customers and guest. It is important to conduct evidence-based research in order to facilitate the
method. Better levels of feedback and control can also provide sufficient information about the
reaction of the guest.
The feedbacks can be resolved through the following process. These are as follows
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● Surveys, written based communication systems, online technology and telephonic based
feedback evaluation.
● In-depth interviews
● Research Design
There are different kinds of research designs available le for different kinds of research works
and it is solely based on subjects of a research. These are like descriptive, co relational and
experimental (Sharif et al. 2017). Descriptive research designs tend to follow a naturalistic view
and at the same time it is based on practical observation. Secondly, co relational design has a
restricted research base like case study. A particular event or case is required for such research
works. Experimental designs need to choose particular but random assignments. In most of the
terms, such subjects tend to be dynamic (Munar et al. 2016).
In this research work, the responsible person has chosen a descriptive research design in order to
cover all of the extensive database along with some observation on the a respective hospitality
unit. The availability of data as well as extensive efforts has justified the chosen design. This
will also help in describing the factors responsible and necessary for upliftment of services
6.3) Method of Research and justification according to research question
Research method decides credibility of a research. Different contexts of research follow different
resources and at the same time, it is important to follow the right track. In most of the terms,
there are two major research methods followed in advanced research trends. Those are like
quantitative and qualitative research methods (Rahimi et al. 2017).
Quantitative: This kind of research method includes empirical analysis on practical phenomena
following some mathematical and statistical calculations. For example, countless individuals can
use a respective product or services and by analysing responses on different aspects, a business
owner can better determine current business scenario. In this research quantitative research is
justified selection as quantitative data is available from the targeted sample and based on the
same a qualified analysis can be formed. The respective hotel and available customers are
scattered throughout the globe and as per availability, researcher can gather valid data through
practical phenomenon. The research question has engaged customer groups in all of the aspects
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regarding satisfaction and hospitality. A series of responses from chosen sample can better lead a
successful project. This would provide vital information on the trends and the requirements to
beeter the situation.
Qualitative: This kind of research will include a bunch of database and researcher needs to
gather raw data. Therefore, it is better to avoid a qualitative analysis. It is quite undoubted that
there are many secondary resources available on the respective context i.e. customer satisfaction
and researcher can easily make a review on literature, but it is also justified to manage customers
for analysing practical observations regarding satisfaction. In the qualitative portion, the
literature would provide valuable information regarding the sector. Moreover questioning the
management would help in portraying a normative picture on the scenario.
6.4) Research paradigm
Along with having a philosophy, it is important to specify a paradigm of research. Without
having, a belief or faith on research flow a researcher will not be able to make proper selection.
According to the context, philosophical traditions follow epistemological and ontological
assumptions. For this research, the responsible head has used epistemological paradigm as based
on the gathered data, the researcher has tested existing theories and beliefs of customer
satisfaction. This aspect has justified the selection of epistemological paradigm. On the other
hand, by choosing ontological paradigm, the researcher has to establish scientific database those
are mostly not available or related to the study. Therefore, it is evident that chosen paradigm of
epistemological paradigm has supported to get answers of the research questions.
6.5) Sampling
There are two types of sampling that suit this research effort and the researcher has chosen an
effective one with proper justification. Such sampling methods include simple random sampling
and probability sampling. For data collection, the researcher will choose 25 employees of the
chosen hotel business. It is quite undoubted that 25 employees will be chosen from the entire
group of professionals. Therefore, each employee has equal opportunity to be chosen for this
research. Due to time limitation and resources, the researcher has chosen simple random
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sampling so that sufficient data can be collected from respective employee groups in specified
time.
On the other hand, the researcher has avoided because there is not a space to separate unit
randomly among the selected population. In that concern, respective population will not get an
equal opportunity to be chosen. The set research question needs neutral database to consider
current standards of the respective hotel and this aspect has justified the avoidance probabnitly
sampling for this research.
Participants considering of around 30 individuals selected and effective interviews conducted
respectively. The technique of photo-elicitation used in order to facilitate the research method.
The participants interviewed with respect to possible questionnaires and evaluation patterns. The
interviews conducted used to analyze the fundamental objectives and research questions. In-
depth interviewing techniques were used to specify detailed information and meaning about the
specific experiences regarding hospitality industry.
The sample includes a collection of the population that used in the research method. The specific
interview conducted in the research method consists of 30 individual that used to analyze
different features of the research topic. Through the data analysis technique, it observed that 33
% of the respondents were female while 63% were male. In regards to hospitality, there was the
extreme evaluation of various specific key features. Better assessment of the population can help
to provide important information and data in regards to customer satisfaction and loyalty.
Effective forms of interviewing techniques and in-depth analysis can help to provide significant
data analysis and measurement. The sample used in the above methods can help to understand
and evaluate beneficial means of analysis and control. Better evaluation of the analysis methods
can successfully implement appropriate results.
Gender Age Purpose
Male (63 %) 30 to 60 Business
Personal
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Female (33 %) Leisure
Conference
Table 1: Research survey data
(Source: Created by the author)
6.6) Research reliability● Research Reliability
The loyalty and satisfaction scale used to measure the different aspect of the research topic.
Customer satisfaction and loyalty can help to determine the overall measurement of the key
element in the hospitality industry (Rahimi et al. 2017). A scale is a form of secondary tool,
which helps to measure and develop the better understanding of the important key indicators. In
this context, the researcher has considered two scales of reliability like test retest reliability and
interrater reliability. In terms of data collection and type, the researcher has followed interrater
reliability as different observers have carried different responses while responding to the queries.
A justified form of the chosen reliability factor is that the researcher has not any option to make
repeated data collection efforts.
The researcher has avoided test retest reliability for the same reason as a single head may have
different responses as per hospitality scenario and concerns of customers. For example, a
respective employee of the chosen hotel may change responses having a reward or appreciation
from a single tourist or customer. All these have established the validity of the chosen reliability
measure.
6.7 Ethical Consideration
Ethical issues: Research Work on human problem must have to do with maintaining the high
ethical standard. To maintain the ethical standard, the researcher has to set a high-quality ethical
committee. The privacy of the participant takes part in the research must have to protect, along
with dignity. The participant must not be affected by any physical or mental hazard at the time
of research. At the end of the research, the participant has to be affected by any type of influence
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from the researcher (Alonso and Nyanjom, 2016). In order to set of standards, the researcher
will maintain privacy of the gathered data and those has not been used in any commercial
purpose apart from the research works. Besides that, none of the data or resource from primary
source has been gathered forcefully. Different approaches of ethical considerations in the
research are as follow:
● Deliberate participation of the chosen sample
● Usage of formal and accessible language while making a query or interview schedules
● It is important to maintain privacy of the responses regarding confidential data of the
chosen context
● The researcher has not forced any of the respondents to share confidential or personal
information
7. Critical analysis
Data analysis is extremely important to present different aspects of the research methods and
techniques used in the research methodologies. Effective research study and analysis can help to
determine the level of satisfaction and loyalty. Important methods and techniques were used to
demonstrate respective techniques. Some of the important research analysis techniques can used
in order to facilitate further promotion of work aspects and customer satisfaction. The following
data analysis topics and techniques
❏ Characteristics of the research sample
❏ Analysis of loyalty questions
❏ Evaluation of photo-elicitation method
❏ Result of hypothesis▪ Analysis of survey
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The survey helps to give a proper form of information and data on the research topic. Surveys
can effectively measure the key satisfaction ration in case of these research objectives. The
survey conducted individually and in controlled trials. The independent survey techniques can
help to measure and evaluate the key aspects of customer satisfaction and loyalty service. Results
have been determined on basis of these trials and interviews. Specific variables and key
indicators used in the following survey techniques in order to carefully measure and evaluate
different factors in customer loyalty. It is essential to use better determination structure and tools
to facilitate the analysis methods. In addition, the results obtained from the independent survey
process can differ from the surveys, which obtained through controlled trials.
▪ Limitation
The limitation regarding the customer service provides important information about proper
knowledge and skill development of the service provider (Garay et al. 2017). Limitation factors
involve time-consuming strategies that can propose major disadvantages to the service. Lack of
proper skills and knowledge regarding key factors and communicational skills can assert to a
major drawback in the hotel industry (Melendez and Thapa, 2017). Improper tools and surveys
also propose fundamental drawback, which can respectively bring insufficient data and
information regarding customer satisfaction level (Alonso, A.D. and Nyanjom, 2016). Different
demographic and social factors can also degrade the quality of customer service. In addition,
negative behaviour and attitude can also affect the service process, which results in major
drawback to both industry and self-development.
Approach two
The method followed in Approach two is mixed methods which mean both quantitative and
qualitative methods have been used. The quantitative data approach has to be implemented the
mixed method has to implement and the outcomes has to be checked. The topic here is research
methodology. Mixed method has been adopted for the purpose, which uses both quantitative
and qualitative data techniques concurrently or sequentially. The philosophical assumption
guides the direction of the collection and analysis of data used in both techniques to better
understand the research phenomenon. Here a mixed method has been chosen for the purpose
because it will help in investigating on the already established theories and in order to portray the
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current trends at the same time. Moreover it needs to be further stated that the company needs to
be stated that it will help in identifying the factors required to improve the services in the
hospitality sector.
Research paradigm and philosophies
Here paradigm contains the researcher’s philosophical stances in relation to their research.
Approach two is of mixed method origin and follows a pragmatism philosophy. Pragmatism
arises in different actions, situations and consequences rather than antecedent conditions’. The
philosophy puts emphasis on the research phenomena and the approaches available to understand
it as opposed to focusing on the methods. The research phenomenon of the development of a
wellness tourism destination within a specified area is argued to be the most important part of the
research. The research approach, designs and methods will be built around this to produce
valuable and significant data. Pragmatism can apply both positivist and interpretive positions and
can integrate different methods for collecting and interpreting the data’s. By collecting diverse
types of data, to complete understanding of the phenomena can be developed. The theme for
particular research would be upliftment of hospitality services in the country.
Research Approach and Design
Both inductive and deductive approaches will be used. Quantitative data has been discussed and
will be testing whether research methodology follow the same motivational suit. Induction
argues that empirical generalisations and theoretical statements should be derived from the data.
Inductive is associated with qualitative data and works with the belief that the data is to speak for
them. This is the reason why the qualitative data gathered from the group of experts is being be
used to create a framework for developing a sustainable research methodology. As per the
selected theme of the research, the approach and design for the project has been selected which
betterment of customer services in the hospitality sector.
Method of Research
The quantitative survey questionnaires will be completed by individuals within a specified area.
This will follow the same approach method and will receive a general consensus surrounding
consumer’s motivations to understand loyalty perquisites if one was available within a specified
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area. In addition to this, the consumers will be tested against other methodology models to see
whether they fit in the defined groups. The data collected has to be based on the specific theme
and here it has been evident that the questionnaire and interview will help in elevating the
standards, as it will portray the deficiencies.
Sampling
The experts will have to choose to give a professional view and application to the concept of a
sustainable wellness destination. The experts chosen should be relevant to the research and be
able to contribute towards the framework of developing a sustainable methodology within a
specific area.
Ethical Considerations
Consent Informed consent will be used for this research.
Participants will be fully informed about the
nature, purpose and use of research to be
undertaken and their role is freely given if they
consent to take part. Children will not be
recruited.
Deception Deception cannot be used in this research and a
full debriefing of the project will be given as to
establish the purpose of the research.
Withdrawal from
investigation
A participant has to be informed that once
primary data has been collected then this data
cannot be withdrawn. There first name will be
replaced with ‘participant a/b/c’ etc but their
data will still remain within the study.
Reliability and Validity
Reliability In approach two the research method is
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repeatable but the results will not be the same.
The method and process of the survey
questionnaire and semi-structured interviews
can be duplicated again however the result will
differ as the individuals will have different
views regarding the phenomenon. The method
will be stable over time and consistent if the
same techniques are used.
Validity Within approach two the quantitative data will
be gathered from individuals who are in a
specific at the time of data collection.
Qualitative data will be gathered from
individuals who agree to participate in the
study and this will be carried out either face-to-
face, over the phone or by email. All findings
will be true and will result in strong research
validity.
8. Evaluation
In case of hospitality and tourism industry, it is essential to implement better strategies and
control techniques, which would allow better assessment of work activities (García-Lillo et al.
2016). From the research, it is evident to implement better forms of strategies and techniques in
order to gain maximum potential and productivity. Better means of effective evaluation
techniques should incorporate in order to satisfy the various challenges and issues in the work
process regarding hospitality and tourism industry. Highlighting both positive and negative
aspects of the service process can provide useful evaluation strategies (Anuradha, 2017). It is
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essential to analyze the positive aspects of the work process in order to integrate the customer
service and management. Moreover, developing specific skills and strategies can mitigate further
challenges in the hotel industry. It is important that different customers have different
satisfaction level depending on the standard of living. It should carefully measure that every
customers or guest should have an excellent level of communication and interaction skills, which
can respectively mitigate key problems regarding customer satisfaction (Pernecky et al. 2016).
Possible limiting factors should integrate in order to maximize customer satisfaction level.
9. Conclusion
It can conclude that better level of recommendation and strategies related to customer
satisfaction can increase the work process. In case of long-term planning, better means of service
and control can help to maintain a relationship with the customer. Better means of the design
plan and knowledge can effectively increase customer relation. Both quality and service should
carefully measure in order to integrate the work process. Effective communication and
development skills should incorporate properly in order to carefully evaluate customer
satisfaction. Management teams in regards to operational control should train and develop
employees properly. Appropriate techniques and communication styles must incorporate in order
to maximize service functions. Moreover, analysis and data used in the surveys should analyze
properly to gain better insight and depth about customer satisfaction. Better implementation of
strategic techniques and strengths can enhance work productivity and growth regarding
hospitality and tourism industry.
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