Role of Digital Technology in Company Success - Case Study on Me London Hotel

This research project aims to examine the role of digital technology in company success through a case study on Me London Hotel. It explores the importance of digital technology, its benefits on Me London's overall profitability ratio, and the challenges faced by the hotel in implementing digital technology. The study provides insights into how digital technology can contribute to the growth and development of a company in a competitive industry.

Research Project Propose

Table of Contents
TOPIC: ............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the study ............................................................................................................1
Research Aim .............................................................................................................................1
Research Objective .....................................................................................................................1
Research Questions ....................................................................................................................1
Rationale of the study .................................................................................................................2
LITEARURE REVIEW ..................................................................................................................2
METHODOLOGY .........................................................................................................................3
REFERENCES................................................................................................................................6

TOPIC:
“To examine the role of digital technology in company success” – Case Study on Me
London Hotel
INTRODUCTION
Background of the study
IN context of this report, Me London Hotel has been considered which is one of the
branded and reputed company within UK hotel industry. Along with this, it is well known for
innovative art and design that aid them to acquire the interest of big number of people towards
the brand in an effective way (Alismail, 2015). As per market scenario, the marketplace where
Me London Hotel function its managerial or operation function contain enormous rivalries and
competition that effect firm's profit margin ratio. Henceforth, the role digital technology
influence organisation in a positive manner as it lead firm to point their brand in an assertive
perspective. Moreover, in this research, investigator make use of all appropriate research
methodology that help them to produce a authentic and reliable report within prescribed time
duration.
Research Aim
The research aim is “To examine the role of digital technology in company success” –
Case Study on Me London Hotel.
Research Objective
 To understand the importance of digital technology within organisation.
 To examine the benefits of digital technology over Me London overall profitability ratio.
 To identify the challenges which Me London come across while process its business
function through digital technology.
Research Questions
 What is the importance of digital technology within organisation?
 What are the benefits of digital technology over Me London overall profitability ratio.?
 What are the challenges which Me London come across while process its business
function through digital technology?

Rationale of the study
The main intellect behind selecting this theme is to understand the function of digital
technology in state to acquire improved level of growth and development among competitors in
an improved manner (Chang and Gomes, 2017). By conducting this study, research was able to
obtain deeper knowledge regarding the benefits that an organisation can achieve with the
adoption of innovative technologies in its functional unit. Along with this, through such
information, investigator is able to come across with different challenges that an establishment
faces during implementing advanced technologies in business premises. Additionally, with the
help of such initiation, researcher acquire the information related to method for collecting data
from different techniques for rendering relevant or appropriate report in a stipulated time limit.
LITEARURE REVIEW
To understand the importance of digital technology within organisation.
According to Jeff Robinson, 2019, In today's market, there is an intense degree of rivalry
and demand among establishment in terms of technologies, strategies, products, services, global
competition and many more. Due to such forces, it direct effect over company determination
procedure and also to enhance the potentiality to survive within industry for longer time duration
(Technology in the hospitality industry – exploring the very latest trends, 2019). Therefore, it has
been identified that the role of digital technology maneuver a significant role in enlarging the
company's success in an improved demeanor.
To examine the benefits of digital technology over Me London overall profitability ratio.
In the views of John Attala, 2019, The aspect of digital technology is regarded as an
essential component as it help organisation to cope up with all sort of current or emerging
competition in an effective manner. In addition to this, the advantages that an establishment
obtain by implementing advanced and modern technologies such as improve the competent
capacity of firm, help them to provide increased level of customer satisfaction. Along with this, it
also empower them to acquire better position and also assist them to enlarge its sales
performance within competing industry in a stipulated time duration (10 ways smart technology
is reshaping the hotel industry, 2019). Moreover, it also help company to enhance its operational
efficiency and empower them to decrease cost by replacing expensive human labour.
To identify the challenges which Me London come across while process its business function
through digital technology.

As per Wajid Hussain, 2019, Although, the concept of digital technology impose various
benefits as it help them to enrich its company's overall success in profitability ratio. On the
contrary, it implies several challenges in firm's business function that negatively impact over
their capability in attaining high level of profit margin ratio. Some of the challenges are
interoperability of managerial function, difficulty in managing data, issues in keeping employees
data safe and secure, challenge in attaining appropriate response from targeted customer and
manpower and etc (Research Identifies 4 Hotel Technology Challenges for Every Hospitality
Business in 2019). Henceforth, with the utilisation of suitable resources at optimal level that will
benefit organisation to obtain high level of profit maximisation within prescribed time limit.
METHODOLOGY
Research methodology is reasoned as an important activity implement by investigator for
collecting accurate information to make or produce a valid decision. For undertaking this
research, various methods and tools are there which help them in carried out an effective study.
In addition of this, investigator is accountable for choosing best and suitable ways for
undertaking research so that they can easily attain affirmative and dependable results at the end
of the study.
Research philosophy: It is consider as a belief that provide accurate evaluation towards
the specified variables that aid in implying precise and effective judgement. In this, there are two
type of research philosophy like interpretivism and positivism. Under this research, positivism
research philosophy will be applied by researcher because it help in collecting reliable data from
primary method of data collection like questionnaire. With the help of this, researcher easily
collect and collect valid data for developing an effective research (Davidson and et.al., 2014).
Research approach: It is a means in which research should be initiate and evaluated. In
this context, there are two sort of inquiry approach such as inductive and deductive. Both
approaches are trenchant as it help investigator in collecting relevant data towards the specific
research subject. For processing this study, deductive research approach will be applied by
researcher as it assist them in gathering deeper substance through which investigator can
smoothly draw a reasoned judgement and improve the chances of accomplishing positive and
reliable outcomes in an trenchant manner (Degen, Melhuish and Rose, 2017).
Methodology and research design:

Methodology: In investigation, there are two form of research methodology like
qualitative and quantitative research. Both plays a pivotal role in undertaking whole research
activities in an effective manner. For undertaking this research, quantitative research methods
will be used by researcher as it aid in collecting information in accurate manner and at the same
time also may help in taking right and effectual decision that support in developing reliable and
authentic research.
Research design: It is crucial for researcher to prefer a best and appropriate design to
carried out an effective investigation. Mainly it help in providing path and guideline to undertake
the same in attaining positive results. There are contrary type of research design such as
experimental, exploratory and descriptive research design. Among all these research design,
investigator will use descriptive design as help provide elaborate collection about the specified
research topic. By this, investigator can create a accurate solution and make research more
efficient and valuable as well (Dixon and et.al., 2014).
Data collection method: It is a process of assemblage, measuring and interpreting data
that is based on variables of interest in order to effectively evaluate the valid outcomes. In this
regards, there are two type of methods such as primary and secondary method of data collection.
Both are effective for undertaking research because it provide in-depth information about the
research topic. For undertaking this study, primary and secondary methods will be utilized. By
using primary method, questionnaire will be prepare by investigator that includes various
questions asked from selected respondents. On the other side, secondary method help in carried
out literature review focus on views points of different authors on the basis of particular research
topic and area as well. With the assist of this, researcher can easily draw a valid and reliable
conclusion at the end of the investigation.
Data analysis: This area of research is also essential as it help in analysing all the
collected data and information in effective manner. In this research, thematic analysis will be
used as it help in rising the chances of accquiring positive results by effectively analysing
collected data and information towards the research topic (Duffy and Ney, 2015).
Sampling: It is consider as a procedure of selecting sample size from the large
population through which investigator can obtain appropriate data and information. In this
regards, there are two type of sampling technique such as probabilistic and non-probabilistic.
Under this research, probabilistic sampling methods has been applied as it help in selecting

sample size on the basis of random sampling technique. This will support in saving both and
time and cost of researcher and company as well (Hadziristic, 2017).

REFERENCES
Books and Journals
Alismail, H. A., 2015. Integrate Digital Storytelling in Education. Journal of Education and
Practice. 6(9). pp.126-129.
Chang, S. and Gomes, C., 2017. Digital journeys: A perspective on understanding the digital
experiences of international students. Journal of International Students. 7(2). pp.347-
466.
Davidson, C and et.al., 2014. Talk about a YouTube video in preschool: The mutual production
of shared understanding for learning with digital technology. Australasian Journal of
Early Childhood. 39(3). pp.76-83.
Degen, M., Melhuish, C. and Rose, G., 2017. Producing place atmospheres digitally:
Architecture, digital visualisation practices and the experience economy. Journal of
Consumer Culture. 17(1). pp.3-24.
Dixon, L. J and et.al., 2014. Gendered space: The Digital divide between male and female users
in internet public access sites. Journal of Computer-Mediated Communication. 19(4).
pp.991-1009.
Duffy, K. and Ney, J., 2015. Exploring the divides among students, educators, and practitioners
in the use of digital media as a pedagogical tool. Journal of Marketing Education.
37(2). pp.104-113.
Hadziristic, T., 2017. The state of digital literacy in Canada: A literature review. Brookfield
Institute for Innovation Entrepreneurship.
Henderson, M., Selwyn, N., Finger, G. and Aston, R., 2015. Students’ everyday engagement
with digital technology in university: exploring patterns of use and ‘usefulness’.
Journal of Higher Education Policy and Management. 37(3). pp.308-319.
Hugill, A., 2018. The digital musician. Routledge.
Ozerbas, M. A. and Erdogan, B. H., 2016. The effect of the digital classroom on academic
success and online technologies self-efficacy. Journal of Educational Technology &
Society. 19(4). pp.203-212.
Reading, A., 2014. Seeing red: a political economy of digital memory. Media, Culture &
Society. 36(6). pp.748-760.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Online
Research Identifies 4 Hotel Technology Challenges for Every Hospitality Business in 2019.
[Online]. Available Through; <https://medium.com/@wajidstack/research-identifies-4-
hotel-technology-challenges-for-every-hospitality-business-in-2019-b5bfe13060cb>
10 ways smart technology is reshaping the hotel industry, 2019.[Online]. Available Through;
<https://www.hotelmanagement.net/tech/10-ways-smart-technology-reshaping-hotel-
industry>
Technology in the hospitality industry – exploring the very latest trends, 2019.[Online].
Available Through; <https://www.aurecongroup.com/thinking/insights/aurecons-
successful-hotels/technology-in-the-hospitality-industry-exploring-the-very-latest-
trends>

Research Ethics approval form
All students conducting research activity that involves human participants
or the use of data collected form human participants are required to gain
ethical approval before commencing their research. Please answer all
relevant questions and note that your form may be returned if incomplete.
For further support and guidance please see your respective Unit Tutor:
Before completing this form, we advise that you discuss your proposed
research fully with your unit tutor. Please complete this form in good time
before your research project is due to commence.
Section 1: Basic details:
Project title:
“To examine the role of digital technology in company success” – Case
Study on Me London Hotel
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your
project:
 Interviews Yes No
 Questionnaires Yes No
 Observations Yes No
 Use of personal records Yes No
 Data Analysis Yes No
 Action Research Yes No
 Focus Groups Yes No
 Others (Please specify) :

Section 3: Participants
Please answer the following questions, giving full details where
necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16: Young people aged: 17-18 Adults
How will participants be recruited (identified an approached)?
Candidates are selected on random sampling basis. Employees of CADBRY are selected for
this purpose.
Describe the processes you will use to inform participants about what
you are doing:
E- mail is the method to inform participants about process rate and
schedule of investigation.
How will you obtain consent from participants? Will this be written?
How will it be made clear to participants that they may withdraw
consent to participate at any time?
Consent of participants are collected in the written form which is authentic for research
purpose.
Studies involving questionnaires: will participants be given the option of
omitting questions that do not wish to answer?
Yes No
If no please explain why below and ensure that you cover any ethical
issues arising from this
Studies involving observation: Confirm whether participants will be
asked for their informed consent to be observed.
Yes No

Will you debrief participants at the end of their participation (i.e give
them a brief explanation of the study)?
Yes No
Will participants be given information about the findings of your study?
(This could be a brief summary of your findings in general)
Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in
compliance with the Data Protection Act (1998)
Yes No
Who will have access to the data and personal information?
Researcher access and analyse personal data from respondents because they are responsible
to collect data.
During the research:
investigator
Where will the data be stored?
Data will be stored in computerised form.
Will mobile devices such as USB storage and laptops be used
Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?

How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers? Yes No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may
raise ethical concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks
that may arise because of your research. Please consider/address all
issues that may apply. Ethical concerns may include, but are not limited
to the following :
 Informed consent.
 Potentially vulnerable participants.
 Sensitive topics
 Risk to participants and /or researchers
 Confidentiality/anonymity
 Disclosures/ limits to confidentiality
 Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
 Reporting
 Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the institution’s
Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with
my Unit Tutor:
Yes No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of
the ethical issues that may arise in the course of my research
Name: Date:
Please submit your completed form to your supervisor and also
attach to the Research Proposal when submitting to Turnitin.