Impact of Digital Technology on Business Activities: A Study on Qbic Hotel

Research Proposal Form
Proposed Title ..................................................................................................................................................................................
Section One: Title, objective, responsibilities
Research topic: To identify impact of digital technology on business activities: A study on Qbic hotel”
Objectives
 To explain various digital technologies used by hotels
 To access influence of new digital technologies on business activities of Qbic hotel
 To identify key challenges that face by entity in implementing digital technologies. To suggest ways through which Qbic hotel can implement digital technologies effectively.
Section Two: Reasons for choosing this research project
One of the main reason of carrying out this research is that scholar has huge interest in this topic. Scholar
has worked in the hotel firm where person has realised importance of digital technologies in the firm.
Experience of this field and interesting areas both are the reason of carrying out study on impact of digital
technology on business activities. Furthermore, there are many researches have been conducted on the
same topic. Thus, scholar has availability of huge data. This information can support researcher in finding
accurate results and answering these unanswered questions. Digital revolution has changed scenario of
business units thus, it is a burning issue. This topic has been provided by university thus, scholar has
chosen this subject for investigation.
Section Three: Literature sources searched
Theme 1: Digital technologies use by modern business
According to Hinings, Gegenhuber and Greenwood, (2018), in today's many people have smart
phones with 4g technology and using internet through their smart phones. People are became the driving
force for an in-depth integration of techno-solutions into the hotel routine, since they demand total
personalization, tailored offers and seamless interactions across any possible channels. In digital
technology there are all types of electronic equipment and applications that use information in the form of
numeric codes. Adopting digital technology into a hotel business will rely on a clear and focussed strategy,
strong leadership and increase product demand. Here some methods of digital technology useful for hotel
industry
According to Vanselow, (2018), a survey report there are more than 90 percent of consumers are
using their phones in the shopping process, and according to think with Google consumers are also using
their phones as an “in- research adviser”. Most of the hotel shopkeepers consult their phones on purchases
they are about to make in. Successful hoteliers use a new method to increase their customer preference that
is they are now proactively boosting their in- experience with their own mobile initiatives to be a larger
part of the conversation. A new trend comes is customers can walk with Virtual Reality goggles and try on
items without ever touching them physically. So it a faster with easier way for a customer and hostellers as
well. And it is fun for the customer, and one more way to get him other in the digital or physical door.
According to Wiesböck and et.al., (2017), it is the main different and most important factor of
online shopping rather than offline shopping. The modern day shopper is looking for a time efficient
experience. Service is expected to be immediate and they are even willing to abandon their selected items
if it all takes too long.
As per the view of Vanselow, (2018), a different and smart way to capture new customers and hold
them is smart beacons. Smart beacons work with Bluetooth to alert hoteliers when customers are in the
vicinity of their or signage so they can communicate with them at a targeted time or range. In fact, smart
beacons take targeted marketing to a whole new level. The immediate data collection is also allowed by
smart beacons for determining the effectiveness of one's marketing campaign. It promotes the target
customers and increasing sell. When consumers use opt-in mobile apps, beacons can reach them on their
devices as they enter the, making it easier for them to quickly find what they want, notifying them of sales

on specific items they might be looking at in. It helps to hoteliers who use this technology it helps them
understand customer browsing and buying patterns, improve engagement and create more relevant offers
for customers.
Theme 2: Key challenges face by entity in implementing these digital technologies
As per the view of Vanselow, (2018), today's most important things facing by hotel industry is
digital transformation. The face of hotel industry is fully changed by the digital customer. Digital
customers are putting pressure on brands to adapt to this transformation. The challenges faced by hoteliers
to meet the increasing demands of customers are as follows:-
According to Vanselow, (2018), promises and perils of the digital transformation is the first major
challenges for achieving the goals of a particular business entity or a firm digital technology has become
important things. The recent research highlighted the difficulties in evaluating the value generated by
digital technology investments. The only one thing of digital technology enable new types of innovation
process that are particularly rapid and it is hard to control and predict. So, hotel firms need dynamic tools
to support them in managing their own digital innovation efforts.
According to Singh and Hess, (2017), the second main challenge is to identify customer needs and
wants for satisfying them. Those customers who use online shopping do not shop the same way and same
product as they used to back in the day. They use different sites or different media also like amazon alibaba
to search for a product not just Google, they also using social media for their recommendation. Customer
use their smart phones to read product reviews while in and pay for purchases using all sorts of payment
methods. It the challenge for e commerce businesses.
According to Hinings, Gegenhuber and Greenwood, (2018), the third challenge is Lack of a clear
vision for a digital customer journey. It is also a challenge for online hoteliers because if they become a
successful hotelers and want to a good customer relationship, they should make a clear and best vision for
digital transformation. Often times, companies that are not succeeding simply haven't painted a clear
picture of what they want – or need – to be when they digitally “grow up.” while clarify this vision the
online firms take some steps for clarify this that is take stock of assets, Study of markets to understand
target customer's needs, Be on top of technology trends and, Establish processes designed to generate
portfolios of potential ideas for the future state of the customer journey.
Theme 3: Influence of new digital technologies on business activities
As per the view of Hinings, Gegenhuber and Greenwood, (2018), the modern way to operate and
run a hotel business is fully changed from of line to online through digital technology. The face and pace
of hotel industry is changed by advance computer techniques and communication whereby hotel firms have
modified the business processes and as a result made business to work efficiently. Technology affected
business activities both positively and negatively as well. Technology is profitable for hotel businesses like
it facilitate cloud computing, connectivity, downtime, customer segmentation and mobile solutions. It
helps businesses to be conducted in different ways and many businesses both small and large continue to
adapt and conduct activities in digital manner.
As per the view of Vanselow, (2018), Digital technology also put negative impacts like increasing
cost, depended on an employee whether they adopt or not, awareness is a compulsory task etc.
Here some topics to defining the merits and demerits of digital technology in modern hotel businesses
According to Wiesböck and et.al., (2017), digital technologies impact on operating cost is a good
one thing because small business hoteliers can use technology to reduce business costs. They use basic
enterprise software to automate back office functions, like accounting, record keeping and payroll etc.
mobile technology also allow home offices.
Digital technology helps hoteliers to create secure environment for maintaining sensitive businesses
or customer information. Different types of software programs are user friendly and allows with only
minor backgrounds in information technology to make the most of their tools and features.
Technology also help to small business to improve their communication process. Hoteliers
improved their communication with customer by use of emails, texting, websites, and apps. By using
several types of information technology communication methods enable companies to saturate the
economic market (Vanselow, 2018). Another aspect of using technology is to increase productivity.
Hoteliers can increase their employees' productivity through the use of technology. Computer programs
and business software usually allow employees to process more information than manual methods.
Business owners can also implement business technology to reduce the amount of human labour in
business functions.