Digital Technology Impact on Business

This project investigates the impact of digital technology on business activity, using the Qbic Hotel as a case study. It analyzes the use of digital tools in marketing, explores the challenges and opportunities of digital transformation, and provides recommendations for improving business effectiveness. The project utilizes both primary and secondary research methods, including questionnaires and data analysis, to provide a comprehensive understanding of the subject.

Research Proposal
& Project

EXECUTIVE SUMMARY
In the research, digital technology implementation has been considered that assists to
focus and maintain more significant advantages at workplace. Social media activities help to
gather more effective and relevant information in research that carry successful program for
research. On the basis of data analysis and findings, it can be stated that researcher will get
successful program. In the present research report, there are two parts has been undertaken. In
the first part proposal has been made in which research methodology and relevant general
information towards research collected. It assists to focus and go through on relevant work
performance. Furthermore, in another section data analysis and findings has been consisted
which show reviews of different respondents. On the basis of their views, researcher interpreted
their results in whole program.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
LO 1.................................................................................................................................................1
P1 Research proposal.............................................................................................................1
P2 Appropriate research methods and conduct primary and secondary data.........................4
LO 2.................................................................................................................................................7
P3 Conduct primary and secondary research with using appropriate methods......................7
P4 Apply analytical tools to consider research findings........................................................8
LO 3...............................................................................................................................................13
P5 Communicate research outcomes in appropriate manner for audience...........................13
LO 4...............................................................................................................................................23
P6 Reflect effectiveness.......................................................................................................23
P7 Alternative research methodology..................................................................................24
REFERENCES..............................................................................................................................26
APPENDIX....................................................................................................................................28

LO 1
P1 Research proposal
Title:
The impact of digital technology on business activity: A case study on Qbic Hotel.
Background:
This is very challenging yet emerging trend that all the business within society or
economy are using digital technology within their operation. In today’s world it is important that
business is using and implementing all sort of technologies which they are been able to and thus
helping them in improving their business activities as well. Digital technology is that feature of
business operation that is enabling them to carry on their operations in easy and simple way out
and thus revolutionising their business. There are very dramatic or fast changes that are taking
place into this digitalisation as before they were doing business in traditional way and now they
are using business models for performing the same task (Charlesworth, 2018). With the help of
this they are getting what they are projecting in sense of sales and profits target in more
innovative way out. They are now being able to launch new service and products in market
which is making them gain higher share in market. In this current research proposal how digital
technology is impacting business and its activities and what are the possible challenges would be
analysed and studied taking example of Qbic Hotel in UK.
Aim:
To analysis impact of digital technology on marketing functions of hospitality sector - A
case study on Qbic Hotel.
Objective:
 To understand meaning of digital technology in context of hospitality sector.
 To ascertain marketing functions that are play in Qbic hotel.
 To explore the challenges that face by Qbic hotel to implement digital technology in
business.
 To recommend ways in which business could be transformed by using technology.
Rational:
Under this unit researcher is analysing the impact of digital technology and how
companies are conducting business taking the example of Qbic hotel which is small business

enterprise working in UK. Thus it would be providing opportunity to contextualise all sort of
impact of technology on business and its operation especially in workplace. It would also be
helping in shaping the workforce for future context with exploring in this research the challenges
and opportunities in rapidly adopting technologies into their business. This topic is important to
research upon due to its increasing trend in market, its use and thus gaining out higher profits for
company. This is impacting almost all types of activities into firm like that of management,
communicating, production, distribution and sales etc. Technology is helping company in
shaping and analysing all such effects which business could have into major operations and in
bringing out new transformed products and services into market.

Literature review
According to Tobiassen and Pettersen (2018) it is noted digital technology is that which
is using all digital form of working and not the analogue one. All the information which is
important for organisation is been stored and distributed in digital form only and thus ensuring
its safety and security as well. This is impacting the way in which people are working and
achieving their targets in all sort like that of marketing or selling their products and services in
market. There are number of transformation that are taking place in day to day bases and thus
affecting way in which management is handling people and their raw materials as well. This is
helping organisation in critically analysing what is the target, what are methods in which they
would achieve them and at the end whether they have achieved that or not.
Simonsohn, Nelson and Simmons, (2017) promoted that companies should be using
digital form of technology in order to get the most benefits out of what they are putting or
implementing into company. Thus the impact of use of digital technology would be analysed by
the part of achieved targets and satisfied workers in company. Organisations should be helping
employees in understanding meaning and importance of digital technology into their day to day
working in sense which is impacting them and their target or goals achievement. All features of
technology like that of easy to understand, to adopt, fast use, growth of company and increasing
the profits and market share of company would be analysed. Quinton, Canhoto and Budhathoki,
(2017) also included that corporation which are using technology and innovation into their
working and functions are getting higher amount of profits as compared to those who are not
using. So it becomes important for them to understand and grab the impact of use of digital
technology.
This would be used in almost all departments of company and impacting in its own
particular and specified way out. Like if company is using it in production section then they are
being able to use artificial intelligence which is Big data analysis this would thus be helping into
growth of product and driving innovation. Whereas if they are using it in management part of
organisation this is helping them in using cloud technology thus allowing them to share, gather,
store and communicate of information related to employees and other. Panopoulos, Theodoridis
and Poulis, (2018) also stated that use of technology in communication or marketing department
is most significant which is enabling company to connect with social media and also with mobile
technology. In this way company on regular bases would be connected and communicated with

parties who are interested into business like that of employees, suppliers, government, and
investors and other parties as well. In this way company would be saving, sharing and storing
their important and relevant information which is of utmost importance for company.
Though, Palos-Sanchez, Saura and Debasa, (2018) noted that in way which company is
using and analysing the impact of digital technology within their working is not without
challenges as they are also associated with. They face difficulties in adopting and dealing out
with the changes which are taking place on regular and frequent bases as well. It is depended on
company that whether they are using technology with or without its challenges and difficulties
and if they are using it how could problems be resolved. The major issue in this technology
would be defined to as investment into it as innovation would be requiring huge amount of
money which they need to arrange and invest into. The competition into market is very tough in
today’s world that is engaging or involving companies to take up challenges in true sense of
adopting technological changes and advancements as well.
Neirotti, Raguseo and Paolucci, (2018) suggested that the best way to solve problem of
agreeing on technology by company would be educating its impact and importance to
employees. as they are one who would be practically using and working with this technology
into company so it is necessary that they are having knowledge of mobile, cloud innovation,
artificial intelligence, Big Data analyses, Internet of Things and social media marketing. All the
above stated factors that company must be using and implementing into their working are one
which is most helpful for company. It would be helping and enabling business to grow and
develop into market in more frequent manner and raising above their competitors in market.
Thus it could also be supported by Müller, Pommeranz and Voigt, (2018) that if company is
engaging with their stakeholders through use and injection of digital technology then it would be
helping them to get in close touch with all their stakeholders.
Business would be able to communicate with all their sponsors like that of government,
suppliers, customers, vendors, partners, shareholders, investors and bankers. All of them are
special for company and its support in raising up in market which is not allowing others in
market to overcome their share of profits. It was furthermore explained by author that if
company is not applying digital technology and still implementing the traditional one then they
are getting themselves into trouble. This would not be allowing them to gain higher shares in
market, their customers would be losing interest in firm’s products and service due to its lack of

modern touch and investors would not like to invest in company any more Liu and Levin, (2018)
concluded.
P2 Appropriate research methods and conduct primary and secondary data
Research design:
Research Design will increase the quality of the case study and researcher will analyze
the whole data that are already stored in the system that would to be consider as a source material
and then identifying the actual need of that project (Ledford and Gast, 2018). In this above
research that is following the impact of digital technology researcher would be using descriptive
design so that it is easy for them to describe the features, importance and impact of digital
technology.
Research philosophy:
Research Philosophy is a method that could be analysing the data and could be
manipulating. Philosophy will be main body of any research that could be cover all the details
and information. Researcher will follow the methodology that would be implementing in the
research study. Some important key elements will be used in these whole scenario like realism,
pragmatism etc. the main objective of researcher adequately and efficiently was able to increase
the efficiency
Research approach:
Research approach are the process for which it will validate the case study and there
Are many types of approach used in the case study as deductive approach, deductive approach
and inductive approach? Deductive approach used for to test the validity of theories on other
hand, inductive approach used for generalize the concept of new approaches that would be
implementing in the case study (Hutchinson, Donnell and Reid, 2015). Deductive approach used
for provided the explanation of new theories and provide the full process. The main aim of
research to explore the collection of data that would be implementing and analysing the case
study.
Research Strategy
Research Strategy will be very helpful for planning any project that is the step by step
process to collection of data analysis the whole process (Fletcher, 2017). Researcher would be
collecting a data into two different ways to analysing the information that are qualitative method
and quantitative method. Qualitative methods will use for collecting a data and reviewing the

data and other hand quantitative method will use for analysis the tool and typical calculations. At
that time, many researchers will use the different type of research methods and research
methodology. To analyse the relationship between customer and management of Qbic hotel.
These research will help to increasing the efficiency of the case study and increasing the level of
the whole research.
Data collection:
This is considered to as most important aspect of digital technology which is enabling
researcher to gain more deep information about impact. Data collection is that which helping
scholar in taking or extracting meaningful data from is given tools and techniques (Di Fatta,
Patton and Viglia, 2018). In this research proposal there would be use of both primary and
secondary sources and thus helping in forming more clear vision according to objectives and
aims. Primary will be collected in correct form of questionnaire and secondary will be collected
in form of journals, articles, online data and books.
Data sampling:
This the small form of whole population which are used and analysed into get results in
simple and easy terms. As this seems to be impossible for researcher to use whole population
into their research and then interpreting results so they would be using only sample. So in this
current research data would be collected in form of questionnaire would be taken from 20
employees of Qbic hotel.
Data analysis:
This is also additional vital part of any research or dissertation which is called to as data
analysis thus helping in interpreting data or information that was gathered (De Pelsmacker, van
Tilburg and Holthof, 2018). It is having 2 types’ namely quantitative and qualitative data
analyses and through both results and conclusion could be found. So in this present type
qualitative is used which is interpreting data by forming themes and then drawing out results
based on that.
Time scale for research
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal writing
Understanding and reading of literature

Ascertain objectives and goals
Literature review drafting
Secondary data collection
Secondary data analysis
Research approach development
Research methodology drafting
Questionnaire formulating
Arranging interviews
Conducting interview programs
Information gathering
Draft findings
Data evaluating
Other chapters finalizing
Draft findings chapter
Submission to tutor and awaiting feedback
Revising the final draft
Printing and binding
Submit

LO 2
P3 Conduct primary and secondary research with using appropriate methods
Digital technology is important tool to conduct research and grow business performance.
In this regard, several elements assist to focus on innovations and creativity. Therefore, it will
gather more relevant work performance for conduct research activities. This is very challenging
yet emerging trend that all the business within society or economy are using digital technology
within their operation (Simonsohn, Nelson and Simmons, 2017). In today’s world it is important
that business is using and implementing all sort of technologies which they are been able to and
thus helping them in improving their business activities as well.
Methodology
In respect to implement methodology, following tools and techniques must be considering in
present research: Research approach: Research approach consider important role in research. There are
two types of research approaches exist such as inductive and deductive. In the present
report inductive research approach has been used to carry effective program (Hutchinson,
Donnell and Reid, 2015). Research design: There are some research design such as exploratory, descriptive,
experimental, etc. From the all, research, descriptive research design has been used to
carry effective functioning. Research philosophy: There are two types of research philosophies such interpretivism
and positivism. In the research, interpretivism research philosophy consider to focus on
attain more effective and desired results (Fletcher, 2017). Data collection: Data collection is also important tool that assists to gather more effective
work performances. For instance, primary and secondary tools that help to find effective
results at workplace (Di Fatta, Patton and Viglia, 2018). Primary information gathers
from questionnaire and secondary information gather from published tools. Data analysis: In order to consider data analysis thematic analysis implemented that
assists to focus and maintain more creative results. Hence, it will help to make systematic
work performance in research (Müller, Pommeranz and Voigt, 2018).

 Sampling: In the research, simple random sampling design has been used that assists to
gather more relevant information in systematic manner. There are 20 sample size has
been selected that are employees of Qbic hotel.
P4 Apply analytical tools to consider research findings
Theme 1 digital technology is useful for marketing functions of hospitality industry.
1. Is digital technology useful for marketing
functions of hospitality industry?
Respondents
 Yes 15
 No 3
 Don't know 2
Theme 2 Technological factors are affecting the marketing activities of hospitality business.
2. Which one of the factor affecting the
marketing activities of hospitality business?
Respondents
 Economical factor 3
 Technological factor 15
 None of the above 2
Theme 3 QBIC hotels implement online marketing to increase their effectiveness.
3. Does Qbic hotel implement online
marketing to increase their effectiveness?
Respondents
 Yes 10
 No 7
 Don't know 3

Theme 4 Internet element used in Qbic hotel to increase their marketing results.
4. From the above which element used in
Qbic hotel to increase their marketing
results?
Respondents
 Internet 9
 Website 8
 Both of the above 3
Theme 5 By Primary method is used by the chosen enterprise to identify challenges with
implementation of digital technology.
5. Which method is used by the chosen
enterprise to identify challenges with
implementation of digital technology?
Respondents
 Primary method 10
 Secondary method 8
 Both of the above 2
Theme 6 Digital technology affects the marketing operations of the business in both
positive and negative manner.
6. In which manner Digital technology
affects the marketing operations of
business?
Respondents
 Positive manner 6
 Negative manner 4
 Both of the above 10

Theme 7 Qbic hotel require website to implement online marketing with online website in
present time.
7. Does Qbic hotel require website to
implement online marketing?
Respondents
 Yes 12
 No 5
 Don't know 3
Theme 8 Digitalisation is good for marketing of hospitality industries.
8. Do you agree that digitalisation is good
for marketing of hospitality industries?
Respondents
 Fully agree 9
 Fully disagree 7
 Cannot say 4
Theme 9 the total cost bearing due to implementation of digital technology in the business
of chosen organisation is Above $1000.
9. What is the total cost bearing due to
implementation of digital technology in the
business of chosen organisation?
Respondents
 Above $100 5
 Above $1000 8
 Don't know 7

Theme 10 Digitization brings more profitability margin in marketing activities of Qbic
hotel.
10. Is digitization bringing more
profitability margin in marketing activities
of Qbic hotel?
Respondents
 Yes 11
 No 5
 Cannot say 4
Theme 11 Increasing profit and Improve work efficiency both are the main advantages
through digital technology in chosen business.
11. What are the main advantages through
digital technology in chosen business?
Respondents
 Increasing profit 4
 Improve work efficiency 4
 Both the above 12
Theme 12 company collect information to reduce their challenges through Questionnaire.
12. How does company collect information
to reduce their challenges?
Respondents
 Sampling 4
 Questionnaire 13
 Don't know 3
Theme 13 customer-using internet to book Qbic hotel services to book Qbic hotel services.

13. Does customer-using internet to book
Qbic hotel services?
Respondents
 Agree 11
 Disagree 4
 Not agree nor disagree 5
Theme 14 Social media is the strategy placed to direct traffic to Internet website.
15. Which types of connection is used by the
business to access the internet?
Respondents
 Paid search 6
 Social media 10
 None of the above 4

Theme 15 Cable modem used as connection to access the internet
15. Which types of connection is used by the
business to access the internet?
Respondents
 Cable modem 12
 Satellite 5
 Don't know 3
LO 3
P5 Communicate research outcomes in appropriate manner for audience
Theme 1 Interpretation
From the above graph, it can be concluded that there are 15 respondents who agreed that
digital technology is impacting on the business of QBIC hotel. Through digitization, company is
increasing their productivity and sales volume. They can interact with more customers through
internet and other social media resources.
Digitization has changed the whole functionality of chosen organisation. All employees
are doing work through internet and make changes in their activities by innovative and creative
ideas. Technological advancement has changed the entire market. Digitization impacts the
Yes
No
Don't know
0 2 4 6 8 10 12 14 16
15
3
2
Respondents

business in both positive and negative manner. Company who accepts modifications of
technological advancement will gain benefits of competitive market and business that is not able
to adopt these changes will definitely lose their position in the market.
Theme 2 Interpretation
There are many factors which affect the marketing activities of hospitality industries but
most common factor is technological factor that changed the activities regarding internal and
external areas. There are 15 predominant who agreed about this argument. Economic factors also
affect the marketing activities of Qbic hotel as change in policies, inflation rates, exchange rates,
recession, trade cycle, income and employment, economic growth and price level factors
strongly affect decision-making process of a business. Technical components like internet and
automated process.
Theme 3 Interpretation
Economical factor
Technological factor
None of the above
0 2 4 6 8 10 12 14 16
3
15
2
Respondents

Qbic hotel is doing online marketing. It provides different facilities on internet.
Customers can take advantages of these facilities by using their websites. As per the above
graph, there are 10 respondents who agreed that chosen business is giving various options on
their websites like accommodation, food and beverages or so on. Mostly, companies who are
doing business online, is giving huge amount of discount because there are many other
organisations exist in the market place which can grab attractions of customers to purchase their
products and services. As per the result, it can be stated that digitization increases the level of
profitability margin and income revenue.
Theme 4 Interpretation
Yes
No
Don't know
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10
7
3
Respondents
Internet
Website
Both of the above
0 1 2 3 4 5 6 7 8 9 10
9
8
3
Respondents

Qbic is using internet to provide facilities online top their consumers. In today's
competitive market, all companies and industries are using internet to promote their services and
products and attract more customers towards their business. Internet and websites both are the
factors of digitization but hospitality industries commonly used internet because it is easy to use
and implement in their organisation. This is the best method by which company can make their
profile more attractive and grab attention of tourists. Through this, Qbic gives different offers
and discounts to middle class family as they cannot afford luxurious services.
Theme 5 Interpretation
From the above graph, it can be concluded that there are 10 respondents who agreed that
company is gathering data and information through primary method. There are different
techniques of primary methods such as face-to-face interviews, sampling and questionnaire. Qbic
is using questionnaire to gather information. Furthermore, there are 8 more respondents who said
that company is using secondary method to collect information. It has also different techniques
but the main difference between b these methods is that primary is using information which are
not published before however secondary method is using information which are already
published. In primary research, investigator gather information of two different kinds such as
Primary method
Secondary method
Both of the above
0 1 2 3 4 5 6 7 8 9 10
10
8
2
Respondents

exploratory and specific. Secondary method is using information which has been published and
complied by others. Businesses that have small budgets are using secondary research method.
Theme 6 Interpretation
Digital technology has impact the business in both manners as positive and negative.
There are various positive impacts such as it helps in gather information, greater reach, increase
the work efficiency and productivity and so on. Negative impacts such as it reduces the level of
skills and knowledge of employees, complex procedures, high cost and time consuming. Many
employees do not accept modifications in technological advancement. They thought that it will
be wastage of time and it does not give any advantage to the company. Company who is not
implementing the digitization in their business will face the difficulties and will not gain
advantages of competitive market. Through digitization, hotels can provide facilities to the
customers online. Tourists can book their rooms or can purchase services and products of the
company from their mobile in just few seconds.
Theme 7 Interpretation
Positive manner
Negative manner
Both of the above
0 1 2 3 4 5 6 7 8 9 10
6
4
10
Respondents

Qbic hotel have online website in present time and the address is www.qbichotels.com.
Through this website, company provides quick links to Qbic rooms and locations. Furthermore,
it also provides offers such as pay less and stay more in which it provides 10 % off on 1 night, 15
% off on 2 nights and 20 % off on three plus nights. Qbic is also providing the facilities of free
Wi-Fi, great services, the best bed, squeaky clean and many more. Company gives all this
information’s on their website and attract more tourists.
Theme 8 Interpretation
From the above graph, it can be resulted that there are 9 respondents who are fully agreed
about implementation of digitization in business is good for business activities as it improves
work efficiency and productivity ratio. It gives various advantages to hospitality industries such
Yes
No
Don't know
0 2 4 6 8 10 12 14
12
5
3
Respondents
Fully agree
Fully disagree
Cannot say
0 1 2 3 4 5 6 7 8 9 10
9
7
4
Respondents

as company can attract more customers through their attractive websites. A company can achieve
success by research the project. It helps in gather data of external factors.
Theme 9 Interpretation
It is good to implement digitization in company but it also required higher amount of
investment. The total cost bearing due to implementation of digital technology in chosen
organisation is above $1000 which is agreed by 8 respondents. Small businesses are generally
used secondary research method because they do not have broad budget. They use secondary
method to analyse factors of digitization which may affect activities of their business.
Theme 10 Interpretation
Above $100
Above $1000
Don't know
0 1 2 3 4 5 6 7 8
5
8
7
Respondents
Yes
No
Cannot say
0 2 4 6 8 10 12
11
5
4
Respondents

A large set of people have accepted the fact of digitalization where it is apparent to
increase the rate of profitability in the hospitality industry of UK, with a special consideration of
QBIC. It is mainly in accordance to 11 respondents out of 20 where they have preferred the fact
of increasing profitability due to digitization. However, 5 out of 20 have clearly denied this fact
with 4 such participants who have not favoured any of the alternatives.
Theme 11 Interpretation
This is to interpret above-acquired data where participants were asked about benefits of
digital technology. In whose context, a large set of respondents with a total number of 12 have
favoured both provided options. According to them, adoption of digital technology into business
results in improving work efficiency of employees by together enhancing profitability to a great
extent. However, 4 have preferred the rise of profits in the business due to the adoption of digital
technology with 4 preferring the improvement of work productivity. On comparing these results
with that to the secondary information, it has been found that both are the consequences of
adopting digital technology. It thereby results in enhancing the productivity of the workers by
together increasing the profitability of the organisation.
Increasing profit
Improve work efficiency
Both the above
0 2 4 6 8 10 12 14
4
4
12
Respondents

Theme 12 Interpretation
This question intended to ascertain the way in which the company refer collecting data
from its employees as a method of taking feedback. From which, it has been found that 13 out of
20 have supported the use of questionnaire as a vital mean for gathering information. However, 4
have stated sampling and 3 have reported to be unaware of these means to collect data. It is
therefore on referring to the data collected via secondary research; it has been found that
questionnaire is the most idealistic mean of gathering information from workers employed in an
organisation and works the best.
Theme 13 Interpretation
Sampling
Questionnaire
Don't know
0 2 4 6 8 10 12 14
4
13
3
Respondents
Agree
Disagree
Not agree nor disagree
0 2 4 6 8 10 12
11
4
5
Respondents

This query has examined the fact of expenditures done by Qbic to adopt the measures of
digital technology and employee’s familiarity about it. In whose context, it has been found that 9
out of 20 are aware of Qbic’s capital expenses for the adoption of digital technology onto the
business. However, 8 out of 20 have directly denied this fact with 3 who are not aware of this
fact. However, on considering the reality, it has been found that Qbic has does made efforts for
adopting effective digital technology with pertinent disbursements done in the last 5 years.
Theme 14 Interpretation
In the present graph, it can be interpreted that there are 10 respondents said that social
media is the best tool to implement digital technology at workplace. In this way, chosen business
need to concentrate on internet website that develops through social media activities.
Furthermore, there are 6 candidates said that paid research is useful perspective that assists to
focus on maintain more creative work performances in the business. This is because paid for
particular perspective is related with strategy to maintain more systematic work performances.
Remaining 4 candidates said that there is no requirement of social media and paid research. As
results, it is important to focus on creativity that assists to develop more significant advantages.
Yes
No
Don't know
0 2 4 6 8 10 12 14
12
5
3
Respondents

Theme 15 Interpretation
From the above graph, it can be concluded that there are 12 respondents who agreed that
company is using cable modem to access internet. There are many other resources to access
internet but modem is one of the best sources. Company can get information regarding to
marketing activities and customer's preferences on their mobile as well. Internet runs in
computer, mobile, laptop and many other sources. There are 5 respondents who said that
company is using satellite to access internet.
LO 4
P6 Reflect effectiveness
The present research increase my understanding and learning in effective way. This is
because, it helps to me to develop communication level and attraction with several people. With
this regard, I can gain more relevant information to develop significant advantages towards
digital technology implementation. Furthermore, I effectively attain each respondent to gather
information and data. Consequently, it contains overall aim and objectives in successful way to
promote desired results at workplace. In addition to this, my learning also develop regarding
marketing activities which successfully done with digital technology tools to increase significant
advantages at workplace. In order to carry the above report, it can be stated that there are
maximum respondents taken who possess different views towards digital technology
implementation. In this perspective, it could be said that social media is the best perspective that
makes positive results in business. Furthermore, there are different tools and techniques also
Paid search
Social media
None of the above
0 2 4 6 8 10 12
6
10
4
Respondents

consider that assists to focus on relevant information. Along with this, report also articulated that
social media activities helps to implement digital technology at workplace. It would be beneficial
to attain overall goals in creative manner. For instance, using Facebook, Twitter, Instagram, etc.
In addition to this, Qbic must includes different activities through they are able to connect
several customers in business. As results, they will able to communicate successful business
performances.
P7 Alternative research methodology
In order to consider present research, it can be stated that qualitative research study
consider most important role in the research to gain more effective results at workplace of it.
However, there is another strategy that is quantitative which based on some statistical that can be
used by researcher. In this tool, researcher concentrate on certain SPSS elements such as chi
square, t-test, Z test, Anova, etc. On the basis of these tools, researcher predict their outcomes in
successful way. Apart from this, following recommendation could be providing to increase
effectiveness of the company:
 Train employees to use digital tools and software: In order to focus on creative work
performance, Qbic hotel should focus on provide more training to their employees. It is
one of the best perspectives to increase effective results at workplace. On the basis of
digital tools and software, the chosen business can easily ascertain their new features
(Downes and Mui, 2014).
 Implement new features to attract international customers: Furthermore, the chosen
business needs to implement new features to attract maximum customers at workplace.
On the basis of new tools and techniques, company will gather more systematic work
performance at workplace. New features are the best perspective to attract international
customers.
 More investment for new tools and techniques: In addition to this, above study show
that chosen business require more investment for implementation of new tools and
techniques. Therefore, it will help to focus on Qbic hotel development with using creative
work performance. On the basis of more investment, it can be said that desired results
will be gain easily (Haltiwanger and Jarmin, 2014.).
Further, research areas consideration

 To identify implementation of social media tools to increase customer attraction in
hospitality industry
 To assess significance of promotional activities to focus on new areas of diversification
in hospitality industry.

REFERENCES
Books and journals
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APPENDIX
QUESTIONNAIRE
Name
Gender
Age
1. Is digital technology useful for marketing functions of hospitality industry?
 Yes
 No
 Don't know
2. Which one of the factor affecting the marketing activities of hospitality business?
 Economical factor
 Technological factor
 None of the above
3. Does Qbic hotel implement online marketing to increase their effectiveness?
 Yes
 No
 Don't know
4. From the above which element used in Qbic hotel to increase their marketing results?
 Internet
 Website
 Both of the above
5. Which method is used by the chosen enterprise to identify challenges with implementation of
digital technology?
 Primary method
 Secondary method
 Both of the above
6. In which manner Digital technology affects the marketing operations of business?
 Positive manner
 Negative manner

 Both of the above
7. Does Qbic hotel require website to implement online marketing?
 Yes
 No
 Don't know
8. Do you agree that digitalisation is good for marketing of hospitality industries?
 Fully agree
 Fully disagree
 Cannot say
9. What is the total cost bearing due to implementation of digital technology in the business of
chosen organisation?
 Above $100
 Above $1000
 Don't know
10. Is digitization bringing more profitability margin in marketing activities of Qbic hotel?
 Yes
 No
 Cannot say
11. What are the main advantages through digital technology in chosen business?
 Increasing profit
 Improve work efficiency
 Both the above
12. How does company collect information to reduce their challenges?
 Sampling
 Questionnaire
 Don't know
13. Does customer-using internet to book Qbic hotel services?
 Yes
 No
 Don't know
14. Which of the following strategies used to implement digital technology at workplace?

 Paid search
 Social media
 None of the above
15. Which types of connection is used by the business to access the internet?
 Cable modem
 Satellite
 Don't know