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

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