Hospitality Management

This document provides a comprehensive overview of the field of Hospitality Management. It covers topics such as guest preferences, staff opinions, business strategies, and more. The document also includes a literature review and a primary research proposal. Suitable for students studying Hospitality Management.

Running head: Hospitality Management
HOSPITALITY MANAGEMENT

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Table of contents
Research context 2
Section 1: Business oriented literature review 2
Research question 1: Studying about guest preferences 2
Research question 2: Investigating about staff opinion 3
Research question 3: Exploring the surrounding with response to market 4
Research question 4: Exploring the business strategies by competitors 5
Research question 5: Studying the guest perception towards bar and facilities 6
Research question 6: Studying about the guest profile 7
1.2 Quality assessment 8
Section 2: Primary research proposal 14
2.1 Research objective 14
2.2 Research approach 15
2.3 Research methodology and design 15
2.3.1 Research technique 15
2.3.2 Population 15
2.3.3 Sampling design 15
2.3.4 Implementation plan 16
2.3.5 Suggested questions/topics 16
2.3.6 Project schedule 17

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References 19

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Research context
The hotel industry has been undergoing Rapid transformation due to changing customer
demands. In order to survive in the competitive environment it is necessary to take into account
the opinions of the staff members who are responsible for engaging with the consumers as well
as implementing the business strategies of the hotel (Masiero, Pan & Heo, 2016). The business
strategies in turn are influenced by the competitors and their strategies to exploit the industrial
trends. The current research is to be conducted on Custom House bar a part of the Sydney
Harbour Marriott in order to accomplish the research objectives of evaluation of consumer
perceptions, competitor analysis with respect to the trends in industry and lastly investigating the
intricate relationship between stop perceptions, opinion as well as business activities.
Section 1: Business oriented literature review
Research question 1: Studying about guest preferences
Before the improvement in the hotel management industry, most of the hotel is primarily
focusing towards providing the guest with a uniform experience. However, today with increasing
globalisation and modernization in the hotel management industry, the guests have started to
expect a more personalized service which translates into a unique experience. Previously,
according to Kucukusta (2017), such expectations where very challenging from the service
perspective. However, with advancement in technology the effort required for collection as well
as utilisation of the guest data has become easier, that enables in providing the customers with
the exceptional service that they maybe craving. The guest data stored in the hotel management
software are actually a treasure trove of useful information and those data can be further utilised
for segmenting customer expectations and ensuring relevant Communications.

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It is very important to know when to ask for the data from the customers. It should be kept in
mind that the customers should be enquired for the feedback when there is relevance in request
or the customers are open to engage with the service professionals. Confirmations as well as pre
arrival mails are actually a very useful platform for requesting information pertaining to guest
preference. The questions that will help in identifying the guest preference are likely to be the
reason for visit and activities that they are willing to participate in (Bimonte & Punzo, 2016).
Check in Counter as well as reception are very casual for collecting and capturing the preference
data as it enables twin gauge in a face to face conversation that will help in assimilating more
information.
Research question 2: Investigating about staff opinion
Perhaps one of the cornerstones of the guest service Framework implemented in hotels is
employee satisfaction and employee opinions. Hence, according to Moyle et al. (2017), the staff
members are responsible for managing as well as taking care of the guest by providing them with
the superior customer service it is important that the staff members are not only bright, motivated
but are also on board with the mission statement of the brand in order to increase the level of
interactions with the consumer that will help in significantly increasing the happiness quotient of
guests. A company taking into account the employee opinion makes decision for the employee
betterment, which significantly increases the productivity and creativity in comparison to
unhappy employees. Increase in productivity and creativity leads to increase in profitability
among the hotels. It is justifiable that hotels practicing a positive culture of engagement,
experiences drastically less turnover than other organisations.
Staff members whose opinions have been taken into account are motivated and this motivational
impact needs to be both meaningful as well as engaging. The staff members need to align their

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individual purposes with that of the organisation for serving the larger purpose (Yang, Cheung &
Fang, 2015). Engaging staff members requires giving them the opportunity to take decision that
they think are best suited for a scenario which is challenging to the professional role of the staff
members. This will help the professionals working in hotel industry to identify the need to
develop their skills as well as knowledge in order to create an ideal balance between skills and
challenges.
Research question 3: Exploring the surrounding with response to market
The hotel industry in Australia has identified the threats in aspects of traditional accommodation
model that has been implemented for a long time. In response to the identified threats the
Australian hotel industry has undergone significant innovation and renovation. The response
towards increase in the customers has given rise to the increase in accommodation in Australia.
Figure 1: Increase in hotels rooms
(Source: Tourisminvestment.com.au, 2019)

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Right now hotels cannot be described as physical spaces to accommodate travellers but as lively
as well as connected destinations that will provide a satisfactory experience to the foreign as well
as local visitors alike (Wong & Li, 2015). In order to respond to the changing needs, the
companies operating in the Australian hotel industry are making significant Investments in field
of research and development, Technology and marketing.
Perhaps the biggest change that has been noted is the changing consumer behaviour towards
aspects of sustainability, individualism, art and localism. The visitors and guest are seeking
unique experiences that they cannot enjoy in the urban as well as Suburban areas. As noted by
Ramseook-Munhurrun, Naidoo, Seebaluck & Abdul (2018), the ongoing success of the
Australian hotel industry depend on designing excellence as well as inventory expansion. The
designing of the hotels need to compliment the local landscape without losing focus on the local
produce in function, restaurant as well as bar menus. The primary factor for driving the changes
in the hotel industry is due to increasing demands of the travelers especially the millennial
generation.
This has led to replacement of uniformity with individuality in context of Hotel designing that
has begin featuring in the functional as a less communal living spaces that provide added
amenities light charging stations, interactive cafes, Indo waterfalls, lounging space to name a few
(Piccoli, Lui & Grün, 2017).
Research question 4: Exploring the business strategies by competitors
The hotel industry can be dubbed as a very extreme and competitive sector where in different
types of hotels are competing with each other for engaging with the same group of potential
customers. Hence in order to survive in such an environment it is necessary for hotels to make
use of varieties of marketing strategies that will enable them to promote their property as best

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choice and make themselves accessible to the consumers. As pointed out by Patterson, Sie,
Balderas-Cejudo & Rivera-Hernaez (2017), some of the fundamental marketing strategies that
are employed in hotel industry are making use of brand website, using Search Engine
Optimisation, marketing the USPs, connecting with the online travel agencies, working closely
with the local authorities, proactively utilising the social media platforms and making use of
content marketing in a progressive manner.
The hotel website is actually a very important marketing tool as well as a very important
distribution channel which can be used for generating direct sales. The website can be used for
collecting information, making enquiries about rooms as well as bookings. Hence it is necessary
to install an efficient engine that is easy as well as comprehensive for navigating through the
website as well as making the booking (Bore, Rutherford, Glasgow, Taheri & Antony, 2017).
Search Engine Optimisation helps in boosting the visibility of the hotel website on search
engines like Google and Yahoo that will be helpful in attracting even more customers.
In order to distinguish themselves from the competitors, it is necessary to have a unique selling
point and this helps in creating a brand identity that can be conveyed to the consumers by
utilising the marketing channels. The online travel agencies actually an important part of the
distribution network and is a great way for generating exposure which helps in reaching out to
customers who could not interact with the hotel via other channels. According to Divisekera &
Nguyen (2018), in order to promote the hotel to the local visitors, it is important to connect with
the local authorities by providing them with Marketing literature that is professional, persuasive
as well as eye catching.
In today's day and age social media platforms are the best marketing tools that are available to
the hotel managers as well as marketers is it allowed to post promotional campaigns to reach the

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established audience. As stated by Argent (2018), iIt also makes use of paid advertisements for
reaching the Global audience and targeting specific interests or qualities of the individual.
Research question 5: Studying the guest perception towards bar and facilities
For hotels which are operating with the commercial purpose always considered the customer to
be the king and hence it is very important for the hotels to make them happy. However, recently
the customers have big concern in expecting additional services which surpass their expectations.
Therefore, as pointed out by Turner, Hodari & Witteman (2017), it is necessary to explore the
way the employees approach as well as interact with the guests and how these two factors are
responsible for customer satisfaction as well as customer retention. It should be kept in mind that
it is unnecessary to provide a truck load of facilities or services to the customers as the
customer's demand for the services to be provided in a professional manner without
compromising the quality that helps in satisfying the customers.

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Figure 2: Occupancy rates for hotels in melboune
(Source: Statista.com, 2019)
In order to prevent hotels from failing to retain the guest, the most common strategy that is
adapted is price cutting which not only affects the profits of a hotel but also results in
deterioration of its status. Hence it is necessary for hotels to understand the necessity of Quality
Services and facilities rather than price as a key influencer of consumer behaviour (Patiar, 2016).
When operating a bar it is necessary to keep in mind that the customer needs to be provided with
the cool as a less comfortable environment that is complimented by ample service and pleasant
music.
However, as noted by Searle (2018), the changes in customer demand have led to added
expectations which seating arrangements, drinks quality, brand availability, complementary
specs and temperature inside the bar. In order to retain customers it is necessary for the hotel to
avoid selling fake drinks which can be a by-product of brand unavailability. This means that the
hotel needs to ensure that a wide variety of brands are available to the consumers which will help
in identifying the choice of the regular customers (Brochado, Rita & Margarido, 2016). Apart
from drinks, the hotel should also look into the aspect of complementary snacks and this means
that the hotel is to experiment with the variety of snack items in order to breakaway from the
monotony of providing the customers with the same snacks.
The hotel industry cannot sustain on floating customers who means that in order to survive in the
competitive environment it is necessary to sustain the already existing customers which will help
in attracting even more customers (Sitawati, Winata & Mia, 2015). This means the regular
customers are to be provided with Quality Services in terms of bar facilities or other amenities

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that will make them into regular customers as well as free broadcasters and marketed of the
brand.
Research question 6: Studying about the guest profile
The online travelling agencies actually know more about the guests as compared to the hotels. It
may sound as a critical comment but it is actually very true. These agencies compile the guest
data in order to learn the behaviour of a certain individual over a period of time which gives
these agencies a competitive advantage over the traditional hotels in context of studying guest
profiles (Battour, Hakimian, Ismail & Boğan, 2018). The data that has been collected by
observing the user behaviour helps in marketing activities as well as progression plans in regards
to the product. However in order to sustain in the competitive market it is necessary for hotels to
embrace the necessity of profiling the guests. Profiling the customers indirectly is related to the
need of refurbishment of the custom bar of harbour Marriott for $15 million (Smh.com.au,
2019).
Normally the online travel agencies engage with customers by providing them with a seamless
booking process, targeted marketing campaigns and loyalty schemes (Peng, Bilgihan &
Kandampully, 2015). However, people in the hotel industry can use their guess profile data in
order to learn about the behaviour of the guest so as they can engage with them in an appropriate
fashion. According to Bradley, Elenis, Hoyer, Martin & Waller (2017), in order to create a very
robust guest profile it is necessary to obtain the email address off the guests. It is also very
important to integrate the reservation data in the marketing platform. In order to take into
account the shortcomings it is necessary to collect additional booking data and collect the guest
feedback in order to keep track of the marketing engagement.

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It is also necessary to set up a marketing automation that uses behavioural data and booking data
for generating automated emails that can be set up to target specific type of guest. This enables
the hotels to engage with the customers effectively as well as efficiently does improving brand
perception by providing a personal experience which is responsible for driving the interaction
with the guests (Barrows, Vieira Jr & DiPietro, 2016). Based on the data that has been collected
it is necessary to provide the customers with an up sell opportunity that has been Tailor fit for
individual customers based on the reservation data. Learning about guest profile is very
important as it is clear that just providing the best customer service isn't enough. In order to
surprise in the competitive as well as crowded landscape it is necessary to win customers, engage
with them and retain them.
1.2 Quality assessment
Research question Assessment Rationale Gaps in knowledge
Studying guest
preference
1.5/3 Scope: In order to identify
what drives a customer to
become a regular at a hotel or
bar it is necessary to
understand the guest
preference. Understanding
the guest preference also
helps in determining the
consumer psyche that is
responsible for undertaking
The findings in the
literature review are
actually very
appropriate as it is
useful for answering
the questions
pertaining to
customer opinion and
the need for
conducting a survey
for supporting the

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the Purchase Decision.
Bias: The findings of the
literature review have been
solved from independent
research articles and hence
can be considered pretty
reliable.
Timeline: All the information
that have been used for
formulating the literature
review has been taken from
articles published after year
2015 and hence it can be
assumed that the guest
preferences over the years
have remained unchanged.
results. However
since the survey
would be conducted
honour population
makes of consumers
and staff members,
this can be considered
as a gap in
knowledge.
Investigating staff
opinion
2/3 Scope: The staff opinion is
very crucial to understand
whether the business
strategies of the hotel going
as planned. Taking in
consideration the staff
opinion also helps in
Since the current
research will not be
able to take into
consideration the
opinions of the entire
staff, this can be
considered as a gap in

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determining the productivity
and expected customer
engagement for selling the
products and services.
Bias: Since most of the data
has been collected bike
Consulting with only a few
staff members we can only
obtain a generalized
overview of star opinion in
context of business activities.
Timeline: All the information
has been collected from staff
members who have been
employed in the hotel for at
least 3 years and hence the
information can be adjudged
as reliable.
knowledge.
Researching market
trends
2.5/3 Scope: The consumer
preferences responsible for
shaping the market Trends
and hence it is a very
important attribute to be
Inability to survey all
the consumers,
existing as well as
potential, can be
considered as a

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considered while conducting
the research.
Bias: Since most of the
market Trends are result of
the millennial generation, it
does not provide the
necessary information needed
to be considered before
coming market phenomena
as market Trend.
Timeline: The relevant
information for conducting
the literature review has been
collected from articles which
have been published in the
past 5 years and hence the
changing trends can be
observed.
knowledge gap.
Evaluating competitor
business strategies
1.5/3 Scope: In order to identify
the necessary strategies to be
formulated in undertaken to
sustain hotel in the Australian
continent, it is necessary to
A comprehensive
understanding of the
business strategies
used by the
competitors can be

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take into account the business
strategies of the competitors.
Bias: Friends the information
takes into account the
shortcomings of the
competitors, the data cannot
be considered completely
reliable.
Timeline: The necessary
information has been
collected by investigating the
business strategies of
competitors for the last two
fiscal years.
considered as a
knowledge gap.
Researching guest
perception towards
bar and other
facilities
1/3 Scope: Since the hotel in
question is actually a bar, it is
very necessary to understand
the gas preference towards
such facilities.
Bias: Most of the information
that has been collected does
not take into account the
Australian consumer
A lot of information
is present on
customer preferences
and customer
satisfaction based on
quality of service
rather than type of
service provided
which can be

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perception towards bar and
other facilities.
Timeline: The relevant
information has been
collected from sources which
date back to year 2010.
considered as a
knowledge gap.
Studying guest
profiles
2/3 Scope: In order to market to
individual customers it is
necessary to create and study
guest profiles.
Bias: The analysis of the
guest profiles has not been
strictly conducted on
Australian consumers.
Timeline: The relevant
information for conducting
the literature review has been
source from articles from
year 2016 to present.
Inability to make use
of the reservation data
and customer
preference can be
considered as a gap in
knowledge.

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Section 2: Primary research proposal
2.1 Research objective
The major gap that has been identified in the literature review is the need to evaluate the guest
perception in context of price based on the overview of the competitors among the industry
trends in Australian hotel industry. The current information is required in order to make the
informed decisions pertaining to the business by selecting the most relevant as well as suitable
strategy for improving the employee productivity as well as revenue. Hence, there is a need to
investigate the relationship between the staff perception and business. Hence, the revised
research objective for the proposed research is evaluation of customer perceptions, competitor
overview and linking staff perceptions to the business activities.
2.2 Research approach
The current research is focused on gaining Insight on current situation and hence the
recommended research approach that should be applied in the current result will be exploratory.
The primary objectives of conducting an exploratory research is to further analyse as well as
understand a perspective or an idea rather than just providing data which is statistically accurate.
2.3 Research methodology and design
2.3.1 Research technique
Sense the Research Design is basically qualitative in nature the best fit technique for conducting
the current research will be conducting experience surveys. Since the information that is required
to be gathered required open ended questions that will help in providing a deeper insight into the
customer and staff perspective it is rather foolish to prefer a quantifiable server design for
obtaining the required data. Since the staff perspectives on the business activities might be

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sensitive in nature It is advisable to abstain from having group environment as it is basically
impractical considering the nature of data that is to be collected (TAK, 2016).
2.3.2 Population
The population that has been considered to conduct the proposed primary research will involve
customers as well as staff members in the Sydney Harbour Marriott hotel present in Sydney
Harbour, Australia. The particular properties that have been identified for defining the population
frame necessary for grouping individual having similar characteristics. Sample size of 55
individual has been selected comprising of both staff members and customers visiting the
Sydney Harbour Marriott hotel.
2.3.3 Sampling design
Since the overall population size for the primary research is only 55 individual with about 10%
of them being staff members it is recommended who conduct the census in order to obtain the
optimum results from the Data Collection activity that has been proposed.
2.3.4 Implementation plan
Developing the plan for implementation required further research in order to ensure quality bye a
constant monitoring process. Data collection as mentioned will be conducted in form of
experience surveys, it is wise to accept an approximate implementation timeline of 2 to 3
months. Since the research will begin with designing of the questionnaires in order to provide a
semi-structural approach to the surveys. Since the data collection activity requires conducting
interviews it will be mandatory to setup schedule that will be based upon the individual
availability of the research participants (Deale & Schoffstall, 2015). The time allocated for
conducting the service should be around 3 weeks and in order to conduct a proper analysis of the
gathered data, at least a week's time needs to be allocated in order to review the responses after

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conducting the last survey. This will be followed by translating the interpreted Will be followed
by data as a report.
2.3.5 Suggested questions/topics
Since the experience surveys are designed to feel as an informal discussion hence it is necessary
to design the questionnaire in a semi structured fashion which involves the combination of both
the open ended as well as close ended questions. It should be also considered that different
individuals will be involved and hence certain questions may be only applicable to certain
individual. Below are some suggested questions which are followed by a corresponding
justification:
Question Justification
1. Current services and amenities provided To get a brief overview of the services offered
to the consumers by the hotel
2. Describe the organisational culture This will be to investigate the link between
staff perception and business activities
3. How is the hotel different from the
competitors?
This line of questioning will help in
identifying the current trends in the hotel
industry in Australia along with the strong
points of the hotel that helps in differentiating
it from the competitors
2.3.6 Project schedule
In order to effectively illustrate the implementation plan, GANTT chart will be used.
Primary research project schedule

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Start date End date Description Duration (days)
21-03-2019 26-03-2019 Designing
questionnaire
5
28-03-2019 02-04-2019 Sending requests for
conducting interviews
6
05-04-2019 07-04-2019 Editing questionnaire
where necessary
2
10-04-2019 30-04-2019 Conducting
experience surveys
20
02-05-2019 07-05-2019 Gathering responses 5
08-05-2019 13-05-2019 Analysing the
responses
5
15-05-2019 25-05-2019 Interpreting the
responses and
reporting them
10
29-05-2019 29-05-2019 Presenting the data 0

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