Impact of Advance Technologies on Guest Experience in Hospitality Industry

Research Proposal

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background.............................................................................................................................1
Aim and objectives.................................................................................................................1
Research questions.................................................................................................................1
Rationale.................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................4
Research type..........................................................................................................................4
Research Approach.................................................................................................................5
Research Philosophy..............................................................................................................5
Data collection........................................................................................................................5
Sampling.................................................................................................................................6
Data analysis...........................................................................................................................6
Ethical consideration..............................................................................................................7
Research limitation.................................................................................................................7
Reliability and validity...........................................................................................................7
TIMESCALE...................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

Title: To identify the impact of using advance technologies upon guest experience within
hospitality industry: A study on Hilton
INTRODUCTION
Background
In recent times, entire hospitality industry is relied upon advance technologies and
businesses uses varieties of techniques in order to improve their guest experience. Due to
pandemic, there is a huge impact upon hospitality industry in the terms of number of customers
and financial performance (Giousmpasoglou and Hua, 2020). Thus, with the rise in
technological advancement, companies are using different techniques which includes self check-
in and out, Smart room keys and payment facilities etc. Advance technology can be defined as
the tools and techniques which are used to improve business operations and enhanced the
customer experiences.
For the current proposal, Hilton has been selected which offers luxurious and high
quality accommodations serves at global level in affordable prices. Also, the current study will
shed a light on the research tools that are used to analyse the issue. Beside this, it will highlight
timeframe within which investigation will be completed.
Aim and objectives
The aim of the present study is to ascertain the impact of smart, innovative digitalized
and contactless technologies upon customers experience within Hilton.
Objectives:
 To understand the concept of advance technologies within hospitality industry.
 To identify the relationship between using digitalized technologies and guest satisfaction
within Hilton.
 To assess different challenges faced by Hilton while using digital technology that might
affect customer experience.
 To suggest the best strategies used by Hilton to enhance the guest experience with regard
to advance technologies.
Research questions
 What do you understand by the terms smart, innovative digitalized and contactless
technologies?
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 What is the relationship between using digitalized technologies and guest satisfaction
within Hilton?
 What are different challenges faced by Hilton while using digital technology that might
affect customer experience?
Rationale
The reason for doing this reason is to analyse how advance technologies affect the
Hilton's guest experience. This in turn also considered as a research issue because now
companies are adopting different tools and techniques to attract customers and improve their
satisfaction. It is an issue now because using variety of techniques might improve business
operations but it is not easy to handle the same without any expertise. Therefore, through
thematic perception, research could also shed a light on the level to which advance technologies
affect guest experiences.
LITERATURE REVIEW
According to Shin, Perdue and Kang (2019) advance technology plays an important role
in the development of a business such that more than 90% of hotels, restaurants uses such
techniques in order to attract new customers and also improve their experience as well.
Similarly, in hospitality industry, hotels uses smart and innovative digitalized technologies
which is based upon Internet that helps to provide better customer experience. Liu and Hung
(2019) also shared their views that smart hotel is a concept which is relied upon internet where
customer book their rooms in advance through different online application, also allowing guest
to control key room element easily. Moreover, for innovative purpose, most of the hotel also
uses Artificial Intelligence (AI) that provide personalized experience to their guest. It is also a
part of advance technology that enable business to significantly improve their decision-making
process.
Ge, Chen and Chen (2018) reflected that chatbots are also considered as a backbone of
hospitality industry because it streamlines the workflows and also support the hotel units as well.
For example, machine learning algorithms in chatbots will be trained in order to utilize the
historical calls with customers as well as their booking behaviour within hotel website.
Giousmpasoglou and Hua (2020) emphasized that for a post Covid, to improve the guest
experience majority of the hotels prefer to use contactless technology which includes online
payment transfer through cards, online registration, smart lock system etc. Thus, it is reflected
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