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

This research proposal 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 and examines the importance of technological development for improving customer satisfaction, increasing sales, and enhancing brand image. The study also investigates the potential challenges and drawbacks that may arise in the business operations of Park Plaza Hotel London due to technological development.

Research Project
Propose ( E P )

Table of Contents
TOPIC:-............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the research....................................................................................................1
Aim of the study.....................................................................................................................2
Objectives of an investigation ...............................................................................................2
Rationale or reason of conducting research ...........................................................................2
LITERATURE REVIEW................................................................................................................3
The latest trends of technology within hospitality industry. .................................................3
The importance of technological development on business success of Park Plaza Hotel
London....................................................................................................................................3
The impact arises in business operations of Park Plaza Hotel London due to technological
development. .........................................................................................................................3
METHODOLOGY .........................................................................................................................5
Types of investigation ...........................................................................................................5
Data collection .......................................................................................................................5
Research sampling .................................................................................................................5
Research approach .................................................................................................................6
Research instruments or techniques.......................................................................................6
RESEARCH ETHICS ....................................................................................................................6
REFERENCES ...............................................................................................................................7
.........................................................................................................................................................7

TOPIC:-
“To identify the impact of technological development on business success of an
organisation”. A study on Park Plaza Hotel London.
INTRODUCTION
Technology has played an essential role within hospitality industry. It has supported an
organisation by decreasing costs, improving services, improving efficiency of business
operations and enhancing experience of customers. Both businesses and customers can benefit
from improved gust service system, reservations and communication (Melián-González and
Bulchand-Gidumal, 2016). Therefore, development of technology within the hospitality sector is
significant and essential for the growth of company. For this research proposal, Park Plaza is a
given Hotel for this project that is based in London. The modern guestrooms as well as suites
consider large family-friendly Studio Rooms with bathroom, kitchenette, bedroom and living
space with pull-out sofa bed. Hotel decide to develop technology in their organisation which
helps them in attracting of large number of customers and also support them to increase their
sales and revenues.
Background of the research
The role of technology within hospitality industry has gained high significance in in
managing customer satisfaction, employee efficiency and thereby generating enhanced revenue
in effective manner. Development of technology in hospitality sector gives equal advantages to
both organisation and the customers. With the use of technology, customers or visitors analyse to
select and communicate with the foremost organisation in hospitality sector where they can lived
in for experiencing better services at reasonable budget or price (Kandampully, Bilgihan and
Zhang, 2016). Development of technology in hospitality industry is more significant for
customers and well as an organisation also. As technology support customers to compare price
and make reservation of rooms. Along with this, development of technology also support an
enterprise as helps to review gust experience. Therefore technological development in hospitality
industry i.e. Park Plaza Hotel London helps them by improving customer base, securing sensitive
information, impact on operating cost, improving communication process, increasing employee
productivity, collaboration and outsourcing etc. These are major impact that will be impacted
over business success of Park Plaza Hotel London.
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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 or reason of conducting research
Main rationale behind conducting this investigation is to determine the impact of
technological development on business success of an organisation. It is very essential to know
the technological changes or development which are happening in the marketplace. Today's
technology is the important and core competency for any enterprise which will decide growth or
failure of any company in long run (Xiang, Magnini and Fesenmaier, 2015). Therefore, this
research enables the scholar to know the different technologies developed by particular hotel
industry and analysis the trends within technology so far. Apart from this, current research is
important for researcher in personal way by improving its knowledge, understanding and skill
about the impact of technological development over business success of an organisation.
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LITERATURE REVIEW
Literature review is a process used by researcher to gather in-depth and detailed data
about the selected research topic. This section of research includes substantive findings, as well
as methodological and theoretical contributions to a specific field of study. Main purpose of
literature review is to examine gaps and consequences in previous study.
The latest trends of technology within hospitality industry.
As per the view point of Schuckert, Liu and Law, 2015, there are different number of
latest technological trends within hospitality industry. It includes recognition technology,
internet of things, robots, big data, virtual reality, chatbots & artificial intelligence, augmented
reality etc. These are consider latest trends which have direct impact on hospitality industry.
These trends will have positive impact over customers as well as organisation also.
For example: Chatbots & artificial intelligence are capable to know simple questions and
give answers almost instantaneously, taking the load away from customer service staff as well as
enhancing the experience for customers (Technology Trends in the Hospitality Industry, 2019).
Internet of things is another trend that involves extending internet connectivity to everyday
objects, devices as well as appliances also.
The importance of technological development on business success of Park Plaza Hotel London.
According to the information presented by Divya Bhat, 2011, Social networking portals
such as Facebook, Twitter, Instagram etc. are progressively playing a dominant and essential role
in strategies of Park Plaza Hotel London. User generated feedback as well as reviews on such
type of websites play a large role in popularizing the services by word of mouth. Along with this,
the use of technology within Park Plaza Hotel London has also enabled hoteliers to stay in
contact with and nurture strong relationships with visitor by making use of online tools.
Therefore technological development is essential for the success of hotel by increasing customer
base, improving brand image and increasing sales.
The impact arises in business operations of Park Plaza Hotel London due to technological
development.
According to the Zaitseva and et. al., 2016, development of technology within a
hospitality industry brings up certain chances in terms of business performance and success at
market. This is because it assist an organisation by enhancing its quality of operations which is
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mainly performed by workers at marketplace. It further lead to assist in enhancing customer's
satisfaction level. This will highly help Park Plaza Hotel London in enhancing its brand image in
marketplace as well as in customer's mind.
On the other hand Neuhofer, Buhalis and Ladkin, 2015, development of technology in
hospitality industry brings some challenges or drawbacks if not managed in proper manner. This
includes poor understanding among workers which may maximise the cost and number of
different faults of Park Plaza Hotel London which is move may impact over brand image of
hotel. Additionally, it may also output into business failure to give accurate advantages to
visitors which may negatively impact their satisfactory level.
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METHODOLOGY
Research methodology refers to the important section as it help researcher in collection of
information from different sources (Mackenzie, Tan, Hoverman and Baldwin, 2012). Main
purpose of research methodology is to support researcher or scholar by providing information
about the useful methods or techniques of data collection. There are some useful and valuable
research methods which will be explained as below:
Types of investigation
Qualitative and quantitative are two types of investigation which is use for gathering
quality and quantity data about the specific area of study. Among those type of investigation,
quantitative research method will be selecting as it support in gathering of information from the
participants. This method will also help in collection of reliable data about the impact of
technological development in hospitality industry. However qualitative research is another type
of investigation which is not used for performing activity of current study. As this method of
research require more sources of researcher or organisation (Mackey and Gass, 2015).
Data collection
There are primarily two types of data collection which name are primary and secondary.
Questionnaire is an important source of primary data collection which will be used for gathering
information regarding the impact of technological development on business success. On the
other hand, for gathering secondary information, magazines, journals, publication research etc.
sources will be opt by researcher. Therefore, both methods of data collection are essential and
used for gathering information about the selected topic (McCusker and Gunaydin, 2015).
Research sampling
Probability and non-probability are two techniques or methods of sampling. Within an
investigation, type of probability sampling will be applying for selecting sample size. 20
employees of Park Plaza Hotel London will be selected on random basis. Main purpose of
choosing probability sampling is it save time and resources of organisation or investigator.
However, non-probability sampling is not used for selecting sample size for this investigation
because it require maximum amount of capital (Quinlan and et. al., 2019).
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Research approach
This section of research methodology have to classified into two types which name are
data collection and data analysis. For collecting data, qualitative and quantitative are consider
two types of research approach. For analysing data, inductive and deductive are introduces two
approaches of research. Within an investigation for gathering and analysing data regarding the
positive as well as negative impact of technological development, quantitative and deductive
approach will be going to used by researcher. As these approaches support researcher in
gathering of information or data in quantity and numbers (Riedl, Davis and Hevner, 2014). On
the other hand, qualitative and inductive approach of research are not useful in collection and
analysation of information about selected topic. As these method require additional sources and
also consume more time of the investigator.
Research instruments or techniques
There are various techniques or instruments of data collection such as interview,
observation, questionnaire, case study, focus group etc. Among these types of research
instruments, questionnaire will be using as it assist researcher in collection of valid and reliable
information regarding the impact of technological development within a hospitality industry
(Scotland, 2012).
RESEARCH ETHICS
Ethics are introduces as the moral principles that an individual must use, irrespective of
the place or time. Research ethics mainly emphasis on the moral values or principles that
investigator must follow in their respective area of study. There are basic principles of research
ethics that must be follow by researcher (Miller and et. al., 2012). It includes reducing the hazard
of harm, protecting privacy, getting formed consent, rendering the right to withdraw, neglecting
deceptive practices.
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REFERENCES
Books and Journals
Kandampully, J., Bilgihan, A. and Zhang, T. C., 2016. Developing a people-technology hybrids
model to unleash innovation and creativity: The new hospitality frontier. Journal of
Hospitality and Tourism Management. 29. pp.154-164.
Mackenzie, J., Tan, P. L., Hoverman, S. and Baldwin, C., 2012. The value and limitations of
participatory action research methodology. Journal of hydrology. 474. pp.11-21.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Melián-González, S. and Bulchand-Gidumal, J., 2016. A model that connects information
technology and hotel performance. Tourism Management. 53. pp.30-37.
Miller, T., and et. al ., 2012. Ethics in qualitative research. Sage.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2015. Smart technologies for personalized
experiences: a case study in the hospitality domain. Electronic Markets. 25(3). pp.243-
254.
Quinlan, C. and et. al ., 2019. Business research methods. South Western Cengage.
Riedl, R., Davis, F .D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems. 15(10). p.4.
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent trends
and future directions. Journal of Travel & Tourism Marketing. 32(5). pp.608-621.
Scotland, J., 2012. Exploring the philosophical underpinnings of research: Relating ontology and
epistemology to the methodology and methods of the scientific, interpretive, and critical
research paradigms. English language teaching. 5(9). pp.9-16.
Xiang, Z., Magnini, V. P. and Fesenmaier, D. R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services. 22. pp.244-249.
Zaitseva, N. A. and et. al., 2016. Assessment of the Impact of Globalization on the Introduction
of Innovative Technology Companies in the Hospitality Industry. International Journal
of Environmental and Science Education. 11(14). pp.7176-7185.
Online
Technology Trends in the Hospitality Industry. 2019. [Online] Available through:
<https://www.revfine.com/technology-trends-hospitality-industry/>
Divya Bhat. 2011. The Importance and Use of Technology in today’s Hospitality Industry.
[Online] Available through: <https://www.hotelogix.com/blog/2011/09/08/role-of-
technology-and-internet-in-present-day-hotel-industry/>
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