Impact of Technological Development on Business Success of Park Plaza Hotel London

This study aims to identify the impact of technological development on the business success of Park Plaza Hotel London. It explores the latest trends in technology within the hospitality industry, the importance of technological development, and the challenges faced by businesses. The research methodology includes qualitative research methods and data collection through primary and secondary sources.

RESEARCH METHODS
AND PROJECT

Table of Contents
Table of Contents.............................................................................................................................2
TOPIC..............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the research.........................................................................................................3
Aim of the study..........................................................................................................................3
Objectives of an investigation.....................................................................................................4
Rationale of conducting research................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................6
ANALYSIS AND FINDINGS........................................................................................................8
RECOMMENDATION.................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20
Questionnaire............................................................................................................................20

TOPIC
“To identify the impact of technological development on business success of an
organisation”. A study on Park Plaza Hotel London.
INTRODUCTION
Background of the research
Technology has been evolving at a greater pace which is significant in improving the
operations of the business. Customers and business both get benefitted by the integration of
advanced technology within business operations. Technology helps the customers to make
reservation and take a look at the room virtually in order to provide the best possible experience
to the customers. Development of technology within the hospitality industry is very prominent
because it leads to higher operational growth and sustainability (Melián-González and Bulchand-
Gidumal, 2016). Emergence of latest technology which is crucial for the hospitality industry are
virtual reality, augmentation reality, Chatbots, artificial intelligence, internet of things, big data,
social media platforms, recognition technology, etc. which helps in improving the way business
operates. Integration of advanced technology helps in attaining economies of scale, increase
customer reach, improved experience of the customers, securing of the personal information,
improved communication procedure, better collaboration, increase in the productivity of the
employees, outsourcing, virtual experience, etc. Integration of advanced technology within
hospitality industry helps in generation user feedback which is very necessary for the
improvement of the customers. Development of technology tends to leads to better customer
support and comparing prices online. Use of various online tools helps in connecting with the
customers from across the globe in order to provide the best possible services to the customers. It
is useful in effectively experiencing the better customer service to the customers. Advanced
technology helps in providing the best quality service and experience to the customers. Park
Plaza hotels and resorts is an international chain which runs various hotels and franchisee across
the globe. This was established in the year 1986. It offers wide range of hospitality services with
exquisite suites, studio rooms, kitchen, living space, bathroom, etc.
Aim of the study
To identify the impact of technological development on business success of an
organisation. A study on Park Plaza Hotel London.

Objectives of an investigation
 To identify the latest trends of technology within hospitality industry.
 To determine the importance of technological development on business success of Park
Plaza Hotel London.
 To ascertain the problems arises in business operations of Park Plaza Hotel London due
to technological development.
Rationale of conducting research
One of the key significant reason for carrying out the research study is because of the
academic and personal interest of the researcher. This helps the researcher in widening their
knowledge on the current subject matter. It helps the researcher in developing skills and
understanding the impact of technological development on business success of an organisation. It
is one of the prominent phenomenon in today’s business environment which helps in
determining the impact of technological development on business success of an organisation.
The subject topic of the research study tends to have a wider concept. This way it helps
researcher in evaluating various key elements which are associated with carrying out the study.
LITERATURE REVIEW
Theme 1: Latest trend relating to the technology within the hospitality sector.
As per the views of Viglia, Pelloia and Buhalis (2018) technology plays a very important
role within the working of the whole hospitality industry. This is majorly because of the reason
that when the company uses the technology then the work will be managed in more proper and
effective manner. Thus, there are many different ways of managing the working and efficiency
of the company and this will make sure that the technology makes the working more effective
and good for the hotels and related business.
In the words of Quinn and Buzzetto- Hollywood, (2019) the major trend in the hotel is
the automated check in and checks out and this is very essential for the company as this help the
company in managing the check in and check put of the hotel in more effective manner. This
technology assist the company in minimizing the time of the managers in making the entry when
the consumer comes and time when the guest exist from the hotel. This is also cost effective as
the manager does not have to make the consumer wait as the consumer can get their check in and
check out details online only.

But in against of this Ahmad and Scott (2019) states that another major technology is the
use of robotics in the hotel and the related business. This is majorly because of the reason that
the system of technique of robotics is very essential for the hotels and related business in order to
get successful. The robotics system includes the use of robots for the different services which are
undertaken within the hotel like greeting the consumers, providing with all the requirements of
the consumers, giving the service of room service to the consumers and many other related
services. Also, the technology is very essential for the company as this also help the hotel in
managing the good relation with the consumers. This is majorly because of the fact that all the
booking and hotel check in have become online and because of this all the booking and
maintenance of the information has become very easier.
Theme 2: Importance of the development relating to technology within the business.
In the current and highly competitive and global world there are much different and large
technological advancement. Thus, for getting success it is very essential for the company to
adapt to all these latest changes to a great extent. In the words of Vij, (2019) if the hotels and
related business adapt to all the different latest techniques then the proficiency and productivity
of the hotel and employees working in the hotel increases. Thus, this is the major reason of
importance for the hotel to use the latest technology as this will increase the working efficiency
and effectiveness of the people working within the hotel. Also, the use of the technology will
ensure that the employees of the hotel are well versed with the use of the technology. This is
necessary because of the reason that when the company does not uses the latest technology then
they might become obsolete and this will reduce the market share of the company. This is
majorly because of the reason that if the hotel will not be using the latest technology then the
consumer will not like this. Thus, this will have a huge impact over the working efficiency and
profitability of the company to a great extent.
But on the other side Kelly, Losekoot and Wright- StClair, (2016) argues that the major
importance for the hotel to use the latest technology is that this will improve the communication
among the employees and with the consumer as well. This is majorly because of the reason that
in the technology also there are many different types of communication technology which assist
the company in communicating in very effective and efficient manner. Thus, the use of
technology is also very important for the company in fostering the good and clear and

understandable communication among the different employees and the consumer and other
stakeholders related to the business.
In against of this Ali, Murphy and Nadkarni, (2018) articulated that when the technology is being
used by the hotels then this increases the market share and goodwill of the company. The major
reason underlying this fact is that when the company uses the latest and modern technology then
more of the consumer and guest are attracted towards the hotel and its services. Thus, this
automatically results in the increase of the market share and the goodwill of the hotel. Thus, this
result in overall development of the hotel and increase in the income and revenue of the
company.
Theme 3: Problems and difficulties arising out of more technological advancement within the
business.
As per the opinion of Limlahapun, (2019) the use of technology is very much useful for the
company and the hotel but in the use of this technology there are some or the other problems and
challenges also faced by the hotel. The major challenge or the difficulty being encountered by
the hotel is the fact that a lot of training and education need to be provided to the employees for
the use of technology. The main reason behind this fact is that the technology is little tough to
understand as it includes many different types of technical terms and process and for this it is the
responsibility of the hotel to provide for the training and organizing of classes for the learning of
the employees the issues relating to the learning of the technology so that it can be easily handled
by the employees.
But in contrast to this Min, Swanger and Gursoy, (2016) argues that the major challenge in the
use of technology within the hospitality industry is the high cost of implementing and
maintaining the technology. However, this is the major challenge for the company as just
installing the technology is not enough rather it includes the maintaining of the technology over a
period of time. Thus, this includes a lot of high cost and this is very essential for the hotel to
manage all these cost and then if the technology is not implemented in proper and effective
manner then this cost will be wasted and this may turn in heavy losses for the company.
RESEARCH METHODOLOGY
Research methods: This is one of the significant methodology which evaluates the key
elements of the study. It is classified into quantitative and qualitative research methods.
Qualitative method is useful because it gathers large set of theoretical information related to the

research topic (Almalki, 2016). Quantitative methodology is useful because it helps in gaining
wider knowledge using mathematical numbers and statistical data to gain valuable output of the
results. The researcher of the study will select qualitative research methods to critically identify
the impact of technological development on business success of an organisation.
Research philosophy: It is a belief of the researcher with specific assumptions according to
which study must be carried out. It is classified into positivism and interpretivism philosophy.
Interpretivism method evaluates key elements associated with the research by integrating human
interest. Positivism approach mainly adheres with the scientific evidence that helps n revealing
true nature of the study. The researcher of the study will select interpretivism philosophy to
effectively identify the latest trends of technology within hospitality industry
Research design: This is a strategy which mainly integrates with the key components of the
research in a rational way. It is classified into exploratory and descriptive research design.
Descriptive research is a systematic phenomenon which helps in answering all the questions of
the research in depth to find justified answers (Creswell and Creswell, 2017). Exploratory
research design provides the theoretical concept to the key problems of research because it serves
as an initial tool concept with no historical sets of data. The researcher of the study will select
descriptive research design to determine the importance of technological development on
business success.
Research approach: This is a conceptual plan that helps in setting broad assumption plans
in detail to collect, analyse and interpret data. It is classified into inductive and deductive
approach. Inductive approach mainly starts with specific theories and observations and reach
conclusive research results to resolve research problems (Basias and Pollalis, 2018). Deductive
approach helps in exploring the phenomenon and develops hypothesis to carry out study. The
researcher of the study will select inductive approach to ascertain the problems arises in business
operations of Park Plaza Hotel London due to technological development.
Data collection: This is one of the key part of methodology because it collects, gathers
and measure information on key elements and variables of the subject matter. It is useful in
enabling answers to various research questions. It is classified into primary and secondary source
of data collection. Primary data is collected for the very first time with the use of questionnaire,
survey, observation, experiments (Jensen, 2017). However, secondary data is the data which has
been collected with the use of newspaper, blogs, scholarly articles, manuals, journals,

manuscripts, etc. The researcher of the study will select primary and secondary source of data
collection in order to identify the impact of technological development on business success of an
organisation.
Ethical consideration- this is the most important part for the successful completion of the
whole research. This is majorly due to the reason that if the research will not be conducted in
correct and ethical manner then the research will not reach to the intended result. For managing
ethical consideration the most important thing is the signing of the consent form as this will
allow the researcher to use the personal information provided by the research respondent
(Sandeep and Ruchika, 2019).
ANALYSIS AND FINDINGS
Theme 1: Strongly agreed that there is awareness relating to the latest technology going on in the
business environment.
Particular Respondent % of respondent
Strongly agreed 10 50
Agreed 2 10
Neutral 0 0
Disagreed 4 20
Strongly disagreed 4 20
Total 20 100
Interpretation: from the above data and its evalaution it is clear that the majority of the
participant storngy agree that they are aware fo the cncpet of altest technology witihn the

hospitality secotr. This is agreed by almost 50 % of the population that they are having proper
and compelte knwoeldge of all the latest technolgoy witihn the business enviroment. However,
some of the participant strongly disagree to this fact tha they are not having proper knwoeldge of
the latest technology going on witihn the market. But to this also some of the people state that
they just agree to this fact and some states that they just disagree to the fact. This means that if
these people will be forced then they can come in the category of strongly agree or disagree.
Theme 2: Yes, the hotel uses the latest technology for the management of the services of hotel.
Particular Respondent % of respondent
Yes 15 75
No 5 25
Total 20 100
Interpretation: with the help of collection and interpretation of the collected data and its
evalaution it is clear that the majority of the participant states that the hotel is using the latest
technolgoy within the management of the business. This is agreed by 75 % of the population that
the hotel is using the latest technology. But this is not agreed by the remaining of the participant
as they thinks that the hotel does not have proepr and complete knwoeldge relating to the latest
technology going on witihn the market. Also, this may be because of the reason that there are
many different frequent changes in the technological secotr and it might be not possible for the
hotel to look after all these.
Theme 3: Positive impact is there is the technology over the working and efficiency of hotel.

Particular Respondent % of respondent
Positive 12 60
Negative 4 20
No impact 4 20
Total 20 100
Interpretation: with the analysis and evalaution of the above quesiton and relating data it is clear
that the impact of the technolgoy over the working of company is always positive. The majority
of the participant states this as they are able to manage the work in more proepr and effective
manner with the help of the technology. Thus, the impact of using the technolgoy is always
positive over the company. But in contrast to this some of the participant disagrees to this fact
and states that the major impact of the use of technolgoy is negaitve over the working of the
company. This is due to the fact that technolgy involves many differnet types of technical
problems and issues.
Theme 4: All of the above are the latest trends going on in the technological aspect of hospitality
industry.
Particular Respondent % of respondent
Social media marketing 2 10
Artificial intelligence 2 10
Robotics 2 10
All of the above 14 70
Total 20 100

Interpretation: from the analsysi og the above data and its evalaution it is clear that the all of the
above is the major selected option by the participant. This is so because of the fact that all of the
above includes social media markeitng, artificial intelligence and the robotic. Thus, these are the
latest trenda which the hotel is using and need to use of success. On the flip side some of the
participant states that the social media markeitng is the latest trend and some agrees that artificial
intelligence is the latest technolgoy. But some of them states that the use of robotics is the major
trend at time of using leatest technology.
Theme 5: Increase in the productivity of employees and increase in goodwill is the major impact
of using the technology.
Particular Respondent % of respondent
Increase in goodwill 6 30
Increase in market share 3 15
Increase in motivation of employees 5 25
Increase in productivity of employees 6 30
Total 20 100

Interpretation: from thw above analysis it is clear that the impact of use of technolgoy is very
good and this is increase in goodwill and increase in the productivty of the employees. Both of
these are benefitcial for the company as this will increase the overall development of the
company. Thus, this is due to the fact that the use of tecnolgoy increases the efficiency of
employees and they perform in good manner and this attract more consumer and this increases
the goodwill of the hotel. Thus, the use of the technolgoy is very beneficial for the hotel as this
increases the goodwill of company and effciency of employees. But this is not agreed by some of
the participant and they states that increase in motivation is the major impact ove performance of
hotel.
Theme 6: Yes, the use of technology is very important for the hotel.
Particular Respondent % of respondent
Yes 16 80
No 4 20
Total 20 100

Interpretation: with the help of the analysis and evalaution of the above data it is clear that the
use of latest technolgoy is improtant for the hotel. This is agreed by majority of the participant
that is 80 % and this is because the use of technolgoy increases the working efficicney of hotel.
But on the other side some of the participant does not agree to this and states that technology is
not much better for the company.
Theme 7: All of the above is the major importance of using technology within the hotel.
Particular Respondent % of respondent
Fostering communication 1 5
Improving guest experience 3 15
Proper flow of information 2 10
All of the above 14 70
Total 20 100

Interpretation: with the analysis of the above ata and its evalaution it is clear that the use of latest
tehnolgoy is very important for the hotel. This is agreed by 70 % of the population that all of the
above are the major importance for the hotel of using the latest technolgoy. This use of
technolgoy is impriotant for the company as this assist the hotel in fostering communciaiton,
proepr flow of the informaton and the imprvement in the experience of guest and consumer
coming to the palce. But in agaisnt of this some of the participant states that only the fostering of
communication is the major improtance while some states that improving the guest experience is
major importance and some states that proepr flow of information is the major importance.
Theme 8: Yes, there are many different types of challenges and difficulties which are being faced
by hotel for the use of latest technology.
Particular Respondent % of respondent
Yes 18 90
No 2 10
Total 20 100

Interpretation: from the analysis of the above data and facts and figures it is inferred that when
hotel uses the latest technolgoy then there are many different challenges which the company
faces. This is agred by majority of the participant the the use of the latest technolgoy includes
many differnet types of barriers and problem. But some of the participant states tha the use of
technolgoy does not involves much of the challenges as the end result of use of techonlogy is
improving the effciciney and productivity of overall hotel.
Theme 9: All of the above are the major challenges and difficulties which is being faced by hotel
in using the technology.
Particular Respondent % of respondent
Increase in cost 2 10
Providing training to employees 2 10
Frequent changes in the technological
sector 2 10
All of the above 14 70
Total 20 100

Interpretation: with the analysis and evalaution of the collected data and facts an figures it is
concluded that all of the above is tha major challenge which is being faced by hotel at time of
implementing the latest technology. This is majorly agreed by the major participant as this
includes increase in cost, providing of training to the employees and the frequent changes taking
place in technolgoical sector. These are the major challenge as the cost of implementing the
technolgoy is very high. But some of the participant states that the increase in the cost is major
challenge for the company in managing technology. But some states that providing training to
employees is the major challnge for the hotel in managing the latest technology.
Theme 10: Some of the suggestion for the hotel in improving the business by using much latest
technology.
Interpretation: the business exist in the dynamic enviroment and there are many changes in the
technological secotr and these need to be implemented witihn the business. Thus, for this the
major recommendaiton for the hotel is to timely make the market research. This is important for
the hotel to timely research witihn the market which invovles the latest version of technolgy.
Thus, this will assist the company in managing the working style of the company in attracting the
consumer to come witihn the hotel.
RECOMMENDATION
With the study of the whole research it was seen that there are many different types of
technology within the market which need to adapt by the hotel. This is necessary for the hotel to
have good and effective working of the hotel. This is majorly due to the fact that if the hotel will

not consider all these different changes within the technological sector then the company may
have a great impact over the working. Thus for this some of the recommendation for the hotel to
follow are as follows-
The first and foremost recommended measure for the company is to make sure that they have
record of each and every change and up gradation taking place within the dynamic business
environment. This will assist the hotel in keeping an eye over the latest development taking place
in the environment and adapting to it.
Another major recommendation for the company is to take some online feedback from the
consumer relating to their experience at time of their stay over the social media. This is very
essential for the hotel because this will increase the working efficiency over the social media.
This use of technology in taking feedback from the consumer will help the company in
increasing the number of consumer as if the consumer will give positive response then this will
assist the company in managing and increasing the number of consumer to a great extent.
In addition to this one more important recommendation for the hotel is to give more preference
to social media marketing instead of the other marketing method. This is due to the fact that this
will increase the working efficiency of the company and is more cost effective as compared to
other methods. Also, the hotel keeping in mind the latest technology must give more preference
to the online methods of payment. This is majorly because of the reason that when the hotel will
provide the facility of online payment then this will attract more of the consumers and will
increase the goodwill of company as they are using the latest method of making the payments.
CONCLUSION
In the end it is concluded that the use of technology is the most important and effective
trend for the success of the company. This is due to the fact that when it comes to the technology
the technology simplifies the work of the employees as the technology assist the people in using
the technology for doing the work. Thus, the current research mainly focused over the impact of
using the technology within the hospitality industry and this involved the whole study directed
upon the study of technology and its importance and challenges. Also, with the help of this
research it was seen that the use of technology in the hospitality sector is very essential and this
help in fostering the working efficiency of the company. Thus, the present research initiated by
making the aim and objective relating to the research topic that is technology and its impact in

hospitality sector. Further the different literature like the different articles, journal and other
books were reviewed relating to the technology within the hospitality sector.
For doing the research, all the methods of the research was discussed in advance and this
majorly provided guidance to the researcher that which method they have to apply for the
successful completion of the research. With this it was seen that the qualitative research is more
effective in the completion of the research. This is so because of the fact that when it comes to
finding out of theoretical knowledge then the method of qualitative research is more useful. In
the similar manner the use of inductive approach was helpful as this helped the researcher in
formulating the aim and objectives for the study. This assisted the company in managing the
whole research in proper and effective manner and because of this the use of inductive approach
was very helpful. Also, the use of thematic analysis was helpful as this will assist the company in
managing the whole research result in proper and effective manner. This was used as this
included the use of charts, tables, graphs and other data which makes the whole presentation very
attractive and presentable.
Hence, in the end it is said that the most important thing for the hotel is to keep an eye
over the latest changes taking place within the external environment. This is majorly because of
the reason that there are many different changes taking place within the external environment
and these needs to be adapted by the hotel in managing the working efficiency of the hotel. Thus,
this research was very helpful for the hotel in managing all the different latest technology which
are very helpful for improving the performance of the hotel.

REFERENCES
Books and Journals
Ahmad, R. and Scott, N., 2019. Technology innovations towards reducing hospitality human
resource costs in Langkawi, Malaysia. Tourism Review.
Ali, A., Murphy, H.C. and Nadkarni, S., 2018. Hospitality employers’ perceptions of technology
for sustainable development: The implications for graduate employability. Tourism and
hospitality research. 18(2). pp.131-142.
Almalki, S., 2016. Integrating Quantitative and Qualitative Data in Mixed Methods Research--
Challenges and Benefits. Journal of Education and Learning.5(3). pp.288-296.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and Economics
Research. 7. pp.91-105.
Creswell, J.W. and Creswell, J.D., 2017. Research design: Qualitative, quantitative, and mixed
methods approaches. Sage publications.
Jensen, M.F., 2017. Reconciling Anti-essentialism and Quantitative Methodology. Kvinder, Køn
& Forskning, (1), pp.8-17.
Kelly, R., Losekoot, E. and Wright-StClair, V.A., 2016. Hospitality in hospitals: The importance
of caring about the patient. Hospitality & Society. 6(2). pp.113-129.
Limlahapun, R., 2019. Influence of Technology in The Hospitality Industry. Journal of MCU
Peace Studies. 7(5). pp.1203-1213.
Melián-González, S. and Bulchand-Gidumal, J., 2016. A model that connects information
technology and hotel performance. Tourism Management. 53. pp.30-37.
Min, H., Swanger, N. and Gursoy, D., 2016. A longitudinal investigation of the importance of
course subjects in the hospitality curriculum: An industry perspective. Journal of
Hospitality & Tourism Education. 28(1). pp.10-20.
Quinn, K. and Buzzetto-Hollywood, N., 2019. Faculty and student perceptions of the importance
of management skills in the hospitality industry. Interdisciplinary Journal of e-Skills
and Lifelong Learning. 15. pp.21-42.
Sandeep, K. and Ruchika, K., 2019. The emerging importance of" homestays" in the Indian
hospitality sector. Worldwide Hospitality and Tourism Themes. 11(4). pp.458-466.
Viglia, G., Pelloia, M. and Buhalis, D., 2018. Information Technology in Hospitality Education.
In Innovation in Hospitality Education (pp. 87-100). Springer, Cham.
Vij, M., 2019. The emerging importance of risk management and enterprise risk management
strategies in the Indian hospitality industry. Worldwide Hospitality and Tourism
Themes.

APPENDIX
Questionnaire
Name:
Age:
Gender:
Q1. Are you aware of the latest technology which is going on in the business environment?
 Strongly agreed
 Agreed
 Neutral
 Disagreed
 Strongly disagreed
Q2. Does your hotel use the latest technology for the management of the business?
 Yes
 No
Q3. In your opinion what is the impact of technology over the working of hotel?
 Positive
 Negative
 No impact
Q4. What are the latest trends going on in the technological field relating to hospitality business?
 Social media marketing
 Artificial intelligence
 Robotics
 All of the above
Q5. What is the impact of this latest trend over the working and productivity of company?
 Increase in goodwill
 Increase in market share
 Increase in motivation of employees
 Increase in productivity of employees
Q6. Is use of latest technology important for the hotel?
 Yes

 No
Q7. What is the major importance of technology within the hotel?
 Fostering communication
 Improving guest experience
 Proper flow of information
 All of the above
Q8. Are there any different challenges which might be faced by the company in using the latest
technology?
 Yes
 No
Q9. What are the latest challenges which the hotel faces at time of using the latest technology?
 Increase in cost
 Providing training to employees
 Frequent changes in the technological sector
 All of the above
Q10. Some of the recommendation for the improvement of the technology within the hotel?