Hospitality Management

Running head: Hospitality Management
HOSPITALITY MANAGEMENT

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Hospitality Management
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)