Advance research methods for tourism and hospitality
Added on 2020-01-28
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Advance research methods for tourism andhospitality 1
Table of ContentsLO 1......................................................................................................................................................31.1 Context of advanced research methods ....................................................................................31.2 Evaluation of the research process.............................................................................................41.3 Critical assess the development of research in tourism and hospitality ...................................5LO 2 .....................................................................................................................................................62.1 Research philosophies and their application to tourism and hospitality research.....................62.2 Range of sources of information to support and develop research............................................6Digital Marketing.................................................................................................................................6Importance of customer retention at hospitality and tourism..........................................................7Importance of digital marketing for hospitality and tourism...........................................................8Factors which drives customer retention.........................................................................................82.3 Different approaches to research...............................................................................................9LO 3 ...................................................................................................................................................103.1 Appropriate research methods in tourism and hospitality ......................................................103.2 Evaluation of range of information sources to make effective decisions around the collection of data ...........................................................................................................................................123.3 Critically evaluate different approaches of data collection .....................................................13LO 4....................................................................................................................................................144.1 Critically evaluation of range of secondary data ....................................................................144.2 Critically evaluate complex sets of primary data ....................................................................154.3 Qualitative and quantitative data in a complex mixed method approach to research......................................................................................................................15LO 5....................................................................................................................................................165.1 Issues of reliability and validity in data and identified solutions............................................165.2 Plan a research project appropriate for the level of study........................................................165.3 Research proposal ...................................................................................................................16REFERENCES...................................................................................................................................192
LO 11.1 Modern investigation methods Goal:To critically evaluate the role of digital marketing in increase customer retention inhospitality and tourism with respect to Red Carnation Hotel, UK. Brief description about investigation topic: Introduction of hospitality and tourism:With the evolution of society, human activities promotes the development of many industriesin which hospitality and tourism are two sectors. Hospitality is called hotel management and itincludes human resource management, material management, quality management, financialmanagement etc (Walker, and Walker, 2012). On the other hand, tourism delivers tourism resourcesand facilities to travellers such as transportation, shopping, entertainment, catering and many otherthings. Relationship between hospitality and tourism industry:Hospitality is an important part of tourism and leisure. It has delivered the personal touchesin the form of holidays. It encourages the travellers and tourists to spend more time and money atthe location and later recommended the place to their friends. It is very well known that provision offood and beverages during the travelling is an important part of travel experience which is notcompleting without the help of hospitality (Font, 2002). It is impossible to think to about tourismexperience without provision of hospitality facilities. The limitations between travel, tourism,accommodation and leisure is not easy to define because they are blending into each other.Therefore, it can be said that tourism and hospitality both are interdependent on each other. Introduction of customer retention:At present, the hospitality facilities attracts large number of tourism (Williams, 2006). In thiscontext, customer retention requires to improve for the hotels. It is an activity which is use by theorganizations in order to decrease customer defections. Moreover, consumer retention is a majorconcern of the business at today's time. There are various factors that affecting customer retention inhospitality and tourism industries (Lashley and Morrison, 2000). For this sector, the organizationsmust adopt some strategies to raise service users retention. Subjective:To evaluate the importance and meaning of customer retention and digital marketing withinhospitality and tourism industry.To explore the different factors which affect customer retention in hospitality and tourism3
industries.To identify the relationship between customer retention and digital marketing in RedCarnation Hotel. To suggest some best methods of digital marketing to increase customer retention in RedCarnation Hotel. Investigation inquiries:1.How digital marketing helps in increase customer retention in hospitality and tourismindustries?2.What are the different factors which affecting customer retention?3.Explain the relationship between digital marketing and customer retention?1.2 Assessment of investigation processAn important task for a researcher during conducting a research is following a systematicprocess. With the help of following research process, the investigator can complete the investigationin right direction and achieve the objectives. A research process includes some steps which is use tocollect and analyse information with the intention of understanding the investigation issue ineffective manner. According to Creswell, 2013, “research process has contain three things: framingof question, collection of answer of question and represent solution of query” (Creswell, 2013).Basically, the question has developed by own researcher when he has made an investigation on aparticular subject. The identified gaps during the research has helped in framing the researchquestions. But Daniel and Sam, 2011 has not agreed with the above statements and stated that“selection of research area is an essential part of research process” (Daniel and Sam, 2011). Forconducting a research, it has needed for a researcher to select a investigation area as per his ownprofessional or personal interests. But the most important thing during selection of investigationsubject, the research statement must be true. The research area of present enquiry is increasecustomer retention. In this context, Fiegen, 2010 has asserted that “formulation of aim andobjectives is a part of research process” (Fiegen, 2010). The selection between development ofresearch questions and formulation of hypothesis are completely depending on research approach.For the present investigation, the aim of the inquiry is evaluation of role of digital marketing inincrease customer retention in tourism and hospitality industries. On the other hand, Garner and Scott, 2013 has suggested that “conducting the literaturereview is an another step of research process” (Garner and Scott, 2013). Under this stage, thedifferent types of secondary information sources has used to gather the various information relatedto the investigation topic. In the context of the present research, the researcher has selected wide4
range of secondary sources of information such as newspapers, online books, articles, previousresearches, magazines etc. As per the research of Goddard and Melville, 2004, it has found that“selection of data collection method is having the similar importance as a literature review”(Goddard and Melville, 2004). The choice of data collection methods has based on subject of theinvestigation and pros and cons of other alternative data collection techniques. For the currentresearch, the researcher has selected both primary and secondary data collection methods because itwill help in gathering those information which will similar to investigation subject. In this context,Kumar, 2014 has sated that “the methods of primary data collection method has required inresearch process” (Kumar, 2014). The choice of technique of primary data collection has based onaim and objectives of the investigation. The tool used by the researcher for present study hasquestionnaire. The structure of questionnaire has formal and systematic which assist in achieve theobjectives of the investigation in appropriate manner. Similarly, McMillan and Schumacher, 2014has stated that “data analysis is also a part of research process which play an important role inmeeting the aim and objectives of the research” (McMillan and Schumacher, 2014). Selection ofdata analysis method has depended on the gather information and technique used for datacollection. Therefore, from the above discussion and studied of various authors or investigators, ithas found that all the steps of research process has equally important for conducting the studyrelated to evaluate the role of digital marketing in increase customer retention in hospitality andtourism industries. 1.3 Critical assessment of evolution of investigation in tourism and hospitality At present time, most of the people are now taking interest in various leisure activities. Itpromotes both hospitality and tourism industries and these are now become a fastest growingsectors in the world. It is needed for tourism and hospitality organizations to not only attract thenew customers or just meet their satisfaction level but also retain them for long time (Barrows andPowers, 2008). In this concern, all types of hypothesis related to increase customers retention hasapplied. For hospitality organizations, it has impossible to match all the expectations of the serviceusers all the time. This is the reason of decrease number or interest of consumers in a particularhotel (Ottenbacher and Gnoth, 2005). Further, it is needed to carrying out the investigation todetermine various techniques of digital marketing with the intention of increase service usersretention. On the other hand, the following research has also consist practical significance. At present,most of the hospitality organizations are starting focusing on attracting the new customers byoffering wide range of services such as accommodation, food and beverages etc (Mehmetoglu,5
2004). To retain them and getting their attention, firms are using different techniques of digitalmarketing. Hence, the aim of following research is evaluate the role of digital marketing in increasecustomers retention in hospitality and tourism industry. LO 2 2.1 Research philosophies and their application to tourism and hospitality researchAccording to Sobh and Perry, 2006., “research philosophy is a method which help indefining the steps of data collection and its analysis” (Sobh and Perry, 2006). It reflects theimportant presumes which have been already taken by the researcher for the investigation.Generally, research philosophy is based on the sets of various assumptions, concepts and values. Ina simple words, it can be said that it has define the thinking and knowledge of the scholar related tothe research subject. There are two types of research philosophies: interpretivism and positivism.Bordens and Abbott, 2002 has stated that “positivism research philosophy is a structuredmethodology that generalized and quantified the observations as well as evaluate outcomes with theuse of statistical methods” (Bordens and Abbott, 2002). Under this method, the researcher cangather all information such as facts and figures which are related to the investigation issue. But Cochran, 2007 has asserted in the contrast of the above statement that “the investigatorplays a role of objective analyst to assess the data collection and generate an appropriate outcomeswith the purpose of achieve the aims and objectives of the investigation” (Cochran, 2007).Positivism research philosophy relates the opinions or viewpoints of the researcher which he wantsto focused during the investigation. On the other hand, from the research of Candè and Wakin,2008, it has found that “interpretivism research philosophy has used subjective concept to addressthe research in the right direction” (Candè and Wakin, 2008). It has played an essential role in orderto generate final outcomes from the collected information. At the time of using interpretivismresearch philosophy, the investigator has considered various factors such as living standards,culture, group or individual belief etc. The present research is related to evaluate the role of digital marketing in increase customerretention in hospitality and tourism. For this, the researcher has been selected positivism researchphilosophy (Särndal, Swensson and Wretman, 2003). The reason behind selecting the followingresearch philosophy by the scholar is to determine the relationship between the digital marketingand customer retention in hospitality and tourism industry with the respect of Red Carnation Hotel.Another reason of using positivism research philosophy is for analysing the collected data,quantitative research type has used (Csikszentmihalyi and Larson, 2014). With the help of this, theresearcher has able to get objective information and meet the objectives of the investigation. 6
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