Research proposal on ‘How to enhance food and beverage revenue in Crowne Plaza Hotel, Yas Island, Abu Dhabi’

Running head: RESEARCH PROPOSAL
Research proposal on ‘How to enhance food and beverage revenue in Crowne Plaza Hotel,
Yas Island, Abu Dhabi’
Name of the Student:
Name of the University:
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RESEARCH PROPOSAL
1.0 Introduction
Revenue of a hotel comes from different operational sections and food and beverage is
one of those. The food and beverage section is no longer an add-on facility in the hotels. This
section provides quite favorable profit margins and thus, creates big opportunities for any hotel
to achieve increased revenues, which not only adds into their group profits, but also helps in
improving their brand image and reputation (Mun, Woo and Paek 2019). Food and beverage is
an essential part of lodging. Majority of the hotels, especially the larger ones, are now focusing
on improving their food and beverage section to enhance customer loyalty and earn a reputation
in the market. Hence, while a hotel aims to increase its revenue and overall profit, it must
improve many aspects, such as, the quality of the amenities, prices, number of amenities offered,
quality of services and the food and beverages (Solnet, Boztug and Dolnicar 2016).
This research proposal will emphasize on the factors that can increase the revenue of the
Crowne Plaza Hotel in the Yas Island, Abu Dhabi. Crowne Plaza is an upscale multinational
hotel chain owned by the IHG Group of Hotel Development. The group currently operates in
more than 100 countries with over 3600 hotels (development.ihg.com 2019). Crowne Plaza is
one of the major 4 stars upscale hotels in the Yas Island region of Abu Dhabi, which caters to a
large number of visitors every year. The visitor profiles include not only the international
visitors, but also a large number of domestic corporate and individual visitors who visit Yas
Island for business purposes, such as, to conduct business meetings or annual conferences or for
leisure holidays. The Crowne Plaza is one of the major and most popular hotels in the Yas
Island, not only for its services, but also for its food and beverage offerings. The hotel houses
multiple restaurants at different floors, which offer different cuisines and target customers of
different income groups and tastes and preferences. For example, it has Jing Asia serving Asian

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RESEARCH PROPOSAL
cuisine, Stills casual dining and bar, serving European food, Barouk with Lebanese, Arabian and
Middle Eastern cuisine, Sundowner Bar, serving snacks and finger food, and Views – Crowne
Plaza, which is a café (crowne-plaza-abu-dhabi-yas-island.abudhabi-hotels-ae.com 2019). The
aim of this multinational hotel chain is to serve visitors from different countries and present them
world class services and food so that they feel at home and at the same time can explore different
cuisines at their best. This is beneficial for attracting global visitors, as they would have the best
experience in not only lodging but also in terms of food and beverages. However, the Yas Island
region is a growing one and market competition for Crowne Plaza is increasing rapidly in the
recent years. Thus, to have a sustainable market share, the hotel wants to enhance the customer
satisfaction level and revenue and in order to do that, Crowne Plaza wants to increase their
revenue from the food and beverage section. This research proposal therefore will explore the
factors that can increase the revenue of the food and beverage operations of the Crowne Plaza
Hotel in Yas Island and to offer potential solutions to the hotel to increase their revenue
effectively.
1.1 Research aim and objectives
The aim of this research study is to investigate and evaluate the elements that help in
increasing the revenue of the food and beverage section of a hotel and to provide feasible
recommendations to the hotel authority which can bring in more revenues and profits if
implemented effectively.
The research objectives are:
 To evaluate the factors that help a hotel to increase its food and beverage revenues

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RESEARCH PROPOSAL
 To explore the importance of customer satisfaction and loyalty in the increase in revenues
in the food and beverage section of a hotel
 To provide potential solutions to the Crowne Plaza Hotel in Yas Island, Abu Dhabi for
increasing their food and beverage revenue
1.2 Research questions/hypothesis
The research questions are:
1) What are the factors that help to increase the revenues of a hotel from food and
beverages?
2) How do customer satisfaction and loyalty affect the revenue of the food and beverage
section of a hotel?
3) How Crowne Plaza Hotel in Yas Island, Abu Dhabi can increase their revenue from food
and beverage?
The research hypotheses are:
H1: Food and service quality have significant positive impact on customer loyalty for Crowne
Plaza Hotel, Yas Island
H2: Efficient marketing positively increases revenue of the hotel restaurants
H3: Customer loyalty has significant positive impact on the revenue of Crowne Plaza Hotel, Yas
Island