Digital disruption : Assignment

Data insights

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Digital disruption........................................................................................................................3
Impacts of digital disruption on hospitality sector and the role of data......................................4
Meaning of data disruption in terms of types of jobs and skills required...................................4
Online research questionnaire.....................................................................................................5
Discussion guide for use in a face to face interview...................................................................5
Testing questionnaire and discussion guide to the member of the hotel.....................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Data refers information that are being collected by an organization and insight refers
understanding what the company gets from those data. This presentation is based on holiday villa
hotel on hospitality that is based in Kuala Lumpur, Malaysia. This presentation is going to show
some importance of digital disruption in the hospitality industry as it helps both customers and
business to make growth and get satisfactory services. It will also show both positive and
negative impacts of digital disruption or transformed digital technology.

Digital disruption
Digital disruption refers all those changes that occur when advanced digital technologies
affect the value proposition of existing services and products. A disruptive technology is being
adopted by several industries including hospitality as it displays an existing technology and
create and completely new industry. This disruption and transformation is caused by emerging
digital technologies and business models. There are several services, products and business that
disrupts the needs of re-evaluation and developing new technologies. The main aim of
developing digital disruption is increasing competition as well as changing consumers needs.

Impacts of digital disruption on hospitality sector and the role of data
Impacts: New and disruptive technology help hospitality industry in reducing costs,
improving services as well as customers services etc. Digital disruption and transformations in
existing technology is helping out to Holiday villa hotel on hospitality to increase customers
services. They can also innovate its business model for being in a competition and becoming the
market leader. New technologies like hopper, Lucy and Go moment allows consumers or guests
of the hotel to change thermostat settings like order room services, communicate with existing
customers for knowing services of the hotel
Role of data: Data plays an important role as it works as an important business tool for
hospitality sector. It allows hotel manager to identify the latest trends for improving revenue
management. By getting different data and information, an organization can improve its
operations as well.
Meaning of data disruption in terms of types of jobs and skills required
Several trends are being is used in hospitality sector which helped in different type of job
like digital marketer, consumer services etc. Internet of things, Chatbots, Big data, recognition of
technology etc. This transformation and changes in technology help all departments to work
more productively and effectively.
Illustration 1: Digital disruption strategy

There are some skills that is required to transform technology or digital disruption in
hospitality sector. Some skills include:
Design thinking: The main aim of hospitality sector and hotel villa is to please
customers by providing them satisfactory services. For providing them satisfactory services it is
important for an individual to have this skill as based on this skill, an individual can make
decision on what their future customers will want.
Innovation: The ability to be innovative is also important. By providing attractive and
innovative products and services to customers, they can accomplish their goals.
Online research questionnaire
Questionnaire is an effective way of collecting data in the context of the topic. By making
an effective use of questionnaire or by asking some questions to managers of holiday villa hotel
about digital disruption they analyse its effectiveness. Some close ended questions are:
1. Over the next decade, how will change in digital life impacts on purchasing behaviours.
 Harmful
 Helpful
Interpretation: From the above question which is being asked from 10 random
managers, it is interpreted that digital marketing will have some harmful impacts on children. 6
managers said that it will make children dependent and lazy. On the other hand 4 customers said
that it will have harmful for them and business.
2. Do you think that innovation skill play an important role in the digital marketer job role.
 Yes
 No
Interpretation: From the above question, it is interpreted that innovation skills or having
the ability to being innovate plays a vital role. Out of 10 managers, 8 managers said yes that
innovation skill is important for playing digital marketer job role in hospitality industry.
Whereas, 2 managers believe that only this skill does not play a vital role.
3. How will change social habits can impact to your ability to reach customers?
 Increase sales
 Decrease customers satisfaction

Interpretation: Out of 10 managers, 7 said that they rely mostly on social media platform and it
increases their sales. 3 managers said that it decreasescustomers satisfaction level.
4. How can you personalize using technology?
 Increase frustration
 Decrease frustration
Interpretation: Out of 10 managers, 6 said that it increase frustration as they can not focus on
other activities. 4 managers said that it decreases frustration.
5. Does your hotel monitor working hours of remotely working hours
 Yes
 No
Interpretation: Out of 10 managers, 7 said yes and 3 said no.
6. Does you allow your workers to work from remote areas
 Yes
 No
Interpretation: Out of 10 managers, 9 said yes and only 1 manager said no.
7. In what % your staff working remotely?
 10-25%
 25-50%
 Above 50%
Interpretation: Out of 10 managers, 5 said that about 25-50% are working remotely. 3 said
about 10-25% and 2 manager said about more than 50%.
8. Is your company planning to use electronic signatures?
 Yes
 No
Interpretation: Out of 10 managers, 8 said yes and 2 said no because it can increase their cost.
9. Do you cooperate with other hotel to develop digitalization programme?
 Yes
 No

Interpretation: Out of 10 managers, 6 said that do not cooperate with other hotels. Whereas, 4
said that they are trying to approach them.
10. Have you developed specific workstation to consult the digitized collection.
 Yes
 No
Interpretation: Out of 10 managers, 7 said that they have developed and 3 said that till now
there is no specific workstation, but they are planning.
Discussion guide for use in a face to face interview
Discussion guide is an important part of testing plan. It refers a map that lead an
individual the learning that they require. It is a set of questions that a manager wants to ask from
targets people or sample on the main topic. In this digital disruption context, manager of holiday
villa hotel focuses on face to face interview. Face to face interview and discussion guide is
described as follows:
Interviewer: How would you define digital marketing and digital disruption?
Interviewee: It is a procedure to reach with potential customers with making an effective use of
transformed and advanced digital technology.
Interviewer: According to you, How digital disruption impacts on business operations of
hospitality sector?
Interviewee: Digital marketing and transformed digital technology can help an organization in
accomplishing its all goals and increase its brand image. By making all products and service
innovating by digital disruption, business operations can be improved.
Interviewer: In what segments will you categorize digital marketing?
Interviewee: Inbound marketing can be defined as a technique that can take up assistance of
social media and increases the number of clicks on links.
Interviewer: What is SEO?

Interviewee: Search engine optimization is an effective digital technology that allows marketer
to increase website traffic quality.
Interviewer: What is on-page and off-page optimization?
Interviewee: On page handles content of the site and off page boosts the SEO ranking by
fetching external links.
Interviewer: Why companies prefer online marketing more than offline marketing?
Interviewee: It saves their time and transportation cost that is why they use online marketing.
Interviewer: Name some areas where keyword optimization is done?
Interviewee: Website URL, Website title, Headings etc.
Interviewer: Why will you do competitive analysis?
Interviewee: For knowing competitors marketing strategy and change our strategies accordingly
for taking competitive advantages.
Interviewer: What are the different ways to promote digital marketing?
Interviewee: E-commerce marketing, SEO, E-mail marketing and social media marketing.
Interviewer: Name some channels to promote digital marketing?
Interviewee: Social media and networking, video advertising, display marketing etc.
Interviewer: What is a responsive website?
Interviewee: A website that has the ability to adjust its layout accordance to view point size and
orientation of the system as well.
Interviewer: What are the top digital marketing tools you are aware of?

Interviewee: Alexa ranking, Digital Point Keyword Tracker, Google Analytics, Keyword
Discovery etc.
Interviewer: Explain the limitations of Online Marketing
Interviewee: Services are not merely tangible, authentication and quality of products can't be
confirmed.
Interviewer: How has your qualification helped your digital marketing career?
Interviewee: My qualifications did help me out to the great extent as I were taught each and
every detail about digital marketing.
Interviewer: Can you mention any biggest challenge in your digital marketing?
Interviewee: It can generate traffic, security related issues, managing website issues etc.
Testing questionnaire and discussion guide to the member of the hotel
For knowing the effectiveness of digital disruption and digital marketing, manager of
holiday villa hotel test questionnaire and discussion guide from the member of its staff.
From the questionnaire and interview it is stated that different people have different views In the
context of digital disruption. Some customers said that it will give negative impacts on their
personal life as they will become dependent and lazy. Due to advanced technology, organisation
is providing all facilities in an ease manner with the help of social media. It reduces their time
and transportation but making them ineffective as well.
From discussion guide and face to face interview, it is identified while discussing to the member
of the hotel that digital disruption is increasing business operations effective and also increasing
brand image.
CONCLUSION
From the above presentation it has been summarized that digital disruption played a vital
role in hospitality industry. It allows hotel manager and hospitality industry to increase
consumers experience and increase their sales as well. It has also shown different views of

individuals in the context of digital disruption and they told both positive and negative impacts
of advanced technology on business operations and consumers behaviors.

REFERENCES
Books and journals
Hughes, J.C., 2018. The changing tourism and hospitality context: Implications for human
resource management in an age of disruption and growth. In Handbook of Human
Resource Management in the Tourism and Hospitality Industries. Edward Elgar
Publishing.
Karimi, J. and Walter, Z., 2015. The role of dynamic capabilities in responding to digital
disruption: A factor-based study of the newspaper industry. Journal of Management
Information Systems. 32(1). pp.39-81.
Krosnick, J.A., 2018. Questionnaire design. In The Palgrave handbook of survey research (pp.
439-455). Palgrave Macmillan, Cham.
Nolan, S. and Ricketson, M., 2019. The shrinking of Fairfax Media’s books pages: A microstudy
of digital disruption. Australian Journalism Review. 41(1). pp.17-35.
Sandt, L. and Owens, J.M., 2017. Discussion guide for automated and connected vehicles,
pedestrians, and bicyclists.
Templeton, G.F. and et.al., 2019. Information Technology Firms: Creating Value through Digital
Disruption. Communications of the Association for Information Systems. 44(1). p.35.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V .9(1). p.51.