Examining Technology Adoption in Hospitality

This assignment requires students to analyze the relationships between e-commerce expenses and hotel performance, as well as examine the effects of web and digital experiences on third-party hotel websites. The study should also consider the benefits and barriers for small tourism companies in using digital channels. Additionally, the impact of digital transformation on customer experience and loyalty is a crucial aspect to be investigated. Students are expected to provide a comprehensive report based on their research findings, including recommendations for hotel owners and managers.

UNIT 11 RESEARCH
PROJECT

Table of Contents
TITLE: To analyse the impact of digital technology on Qbic Hotel...............................................1
LO 1.................................................................................................................................................1
P1 Research proposal..................................................................................................................1
P2 Research methods and approaches to primary and secondary research.................................4
LO 2.................................................................................................................................................5
P3 Primary and secondary research with using appropriate methods for business research
project to considers cost, access and ethical issues.....................................................................5
P4 Analytical tools and analysis research findings and data.......................................................5
LO 3...............................................................................................................................................11
P5 Communicate research outcomes in appropriate manner....................................................11
LO 4...............................................................................................................................................17
P6 Reflect effectiveness of research methods applied to meet with objectives........................17
P7 Alternative research methodologies.....................................................................................18
REFERENCES................................................................................................................................1

TITLE: To analyse the impact of digital technology on Qbic Hotel.
LO 1
P1 Research proposal
Background
In small sector business, digital technology consist gross margin and economic growth
which create strong relationship to measure productivity and GDP. Executive can also predict
with accuracy because small business contributes their major part to develop significant
advantages. It contains base of effectiveness that increases economic development with
computerised device. Changes in the system brings enormous long term benefits to rise and
delivered goods from facilitating trade (Berezan, Yoo and Christodoulidou, 2016). Delivering
better services is one of the important perspective which generate new processes to replace
traditional method with online publishing.
Rational
In the present study, Qbic hotel has been selected on which digital technology
successfully applied. E-commerce activities helps to provide small scale loans with revolution. In
the organisation, it helps to improved performance and flexibility in successful manner. As a
result, it is interconnected means of production which assists to regulate and react immediately
with each problem (Brady, Young and McLeod, 2015). With the help of present study, cost will
be reduced and productivity. Needs of customers also assess successfully to implement different
functions in appropriate manner.
Aim and objectives
Aim: “To analysis impact of digital technology on small sector business – A Case Study on Qbic
Hotel.”
Objectives:
 To understand the term of digital technology.
 To analyse benefits and disadvantages of digital technology.
 To analyse impact of digital technology on Qbic Hotel.
 To suggest some measures which will improve digital technology in Qbic Hotel.
Research questions
 What are the activities which are done in Qbic Hotel?
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 What are various digital technologies used in Qbic Hotel?
 What are impact of digital technology on Qbic Hotel?
Literature review
The hotels are now forced to be highly observant, due to emerging of new technologies, strict
rules & customer preferences. According to Adukaite, Zyl and Cantoni, (2016) digitalisation is
considered the most crucial changes in this rapidly developing world. They further stated that,
large number of hotels have now come to a realization that by adopting digital technologies, has
enabled them to increase their brand visibility, & redefine customer experiences. Further, as per
the views of Bell, (2016) technology has helped hospitality sector to reduce costs, improve
services & boost operational efficiency. Also, he stated that the continuous development of new
technologies in the hospitality industry has made it very easier for customers. He further added
that, some latest trends in this sector are; Wi-Fi infrastructure, digital conference facilities, smart
room keys, feedback on social media, etc. According to Fitzgerald, Kruschwitz and Welch,
(2014) demonstrated that one of the most important example of emerging technologies is Online
booking. People are now able to book hotels, tickets, etc. through websites & apps. This has
become an opening leisure up to audiences globally and hence, it has resulted in huge in crease
in e-commerce sales. Others supporting his statement, said that now users can easily & quickly
compare prices of various hotels, make bookings, and this can be done at the touch of a button.
Benefits and disadvantages of digital technology.
Nowadays it has been determined that, customer's expectations are changing. Grundmann
and Hacker, (2017) stated that, for these changing expectations technology can help hospitality
sector to stay relevant & competitive, save money & times, & raise customer satisfaction.
Another advantage stated by Lemon and Verhoef, (2016) is that hotels are now increasingly
making use of smart access keys for rooms that enable guests to unlock their room by simple
swiping their phones across the keyless pad. Apart from this they revealed that feedback on
social media has allowed hotels to know customer reviews on Instagram and Facebook. With this
statement Parise, Guinan and Kafka, (2016) argued that the application of technology in hotels
should be done by taking into account both the advantages and disadvantages. They further
added that, however, using technologies in hotels add value and generate revenue in the industry.
In contradiction Peppers and Rogers, (2016) stated that, digital technology have a very short
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lifespan & becomes out dated quickly. Moreover, machines becomes unusable after certain time
period because they are too slow or simply superseded. Supporting his statement, Sahu, Deng
and Mollah, (2018) also stated that it has become difficult to have personal privacy in this digital
world, as guest's information can be stolen from computers by staff members. He further added
that, rate of unemployment has increased as workers have been replaced by technologies which
is the disadvantage of technology advancement.
Impact of digital technology on Qbic Hotel.
According to Styvén and Wallström, (2017), the aim of digitalisation of services is to
transition to a digital business model by pushing hospitality services to guest. Qbic Hotel, extract
data from loT devices for developing customer experiences. It stands for the Internet of Things
and refers to a network of physical devices embedded with electronics, sensors, and connectivity.
He further added that, loT has enabled the hotel to control AC using mobile application, inbuilt
sensors of light, and offers digital magazines to guest has made more and more customers to
attract towards them. Supporting his statement, Wang, Li and Zhang, (2016) also state that in
Qbic Hotel every customer is provided with an iPad when they check-in. Apart from this the
device allow them to manage their properties, allow quick and easy communication with hotel
staff. Therefore, this enables them to provide wonderful customer experience that in turn has
increased customer loyalty. Furthermore, Westerman and Bonnet, (2015) discovered that the
hotel make use of Visual Reality for customers to have a detailed tour of hotel, rather than
providing brochures. Hence, these things make unique image in front of customers. Apart from
this, he also stated that Qbic Hotel by reviewing customer feedback on their website, has allowed
them to make improvements based on any negative comment posted by guests.
Measures which will improve digital technology in Qbic Hotel.
Lemon and Verhoef, (2016) has suggested that, Qbic Hotel must enhance better Wi-Fi
services, and they should make sure that its speed is faster so that customers can enjoy faster
browsing on their mobile phones. This is because, many guests have made complaints about
slow speed network. They can take simple steps to boost their Wi-Fi, such a shifting router to a
central location. On the other hand Bell, (2016) recommended a software for the hotel to use i.e.
hotel management software. By using this manager can track information about guest's
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preferences, not only before they stay but also at during their stay. It may create an opportunity
for Qbic Hotel to let their customers know that they are valued. He further added that, they can
also make use of live chat on hotel's website, as it is considered one of the best ways to connect
to the potential guest. It can be costly, but it assists in increasing sales, also providing a platform
for customers to have interaction conveniently. Further, Grundmann and Hacker, (2017)
supported his statement by saying that this will eliminate website bounce rates as the live chat
feature will support guests at every stage until they finish their action. Another measure for
improving digital technology which was suggested by Peppers and Rogers, (2016) was digital
access in hotel lobbies for local information should be provided by Qbic Hotel in order to
improve the guest experience.
P2 Research methods and approaches to primary and secondary research
Research design, refers to the set of methods and procedures that are utilised in gathering
& analysing measures of the variables specified in the research problem. Further, the term refers
to a framework that has been developed to find answers to research questions. It has been
determined that, research design provides insights about how to conduct research by using a
particular methodology (Taylor, Bogdan and DeVault, 2015).
Research philosophy: Research philosophy determines understanding and effectiveness
of the whole study with theory. Therefore, there are two kinds of philosophies such as
interpretivism and positivism. From the both, researcher select interpretivism research
philosophy which assists to focus on appropriate outcomes with increase understanding (Ledford
and Gast, 2018).
Research strategy: Research strategy contains in two kinds of way such as qualitative
and quantitative. From the both, researcher select qualitative data that assists to find relevant
information from respondents on the basis of their opinion, ideas, etc.
Research approach: Research approach determines significant outcomes with inductive,
deductive and abductive approaches. From the above, researcher select deductive approach
because it helps to find subjective information that are useful for present study (Vaioleti, 2016).
Research design: In front of researcher, there are different kinds of designs such as
exploratory, experimental, descriptive, etc. From the all, deductive research design has been
selected that helps in present study to implement theory and new hypothesis.
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Data collection: In the research, there are two types of data collected such as primary and
secondary. Both kinds of information require to collect and draw valid conclusion. It assists to
focus on maintain significance from whole information that collected to generate new theory
successfully (Flick, 2015).
Data analysis: Data analysis consist important role in the whole research. In this regard,
thematic analysis consider in successful way that assists to meet with desired results outcomes.
On the basis of valid research outcomes, further research can be successfully develop in
systematic manner (Taylor, Bogdan and DeVault, 2015).
Sampling: There are two types of sampling, such as probabilistic and non-probabilistic.
From the both, researcher select probabilist method in which simple random sampling method
has been selected to determine valid results. In this regard, 30 sample size has been selected
those are employees of the company (Mackey and Gass, 2015).
LO 2
P3 Primary and secondary research with using appropriate methods for business research project
to considers cost, access and ethical issues
In the present business research project, following elements has been selected: Cost: In the present research, there is around £850 total required. All activities must be
categories as per this cost. It would be beneficial to take desired level outcomes in
appropriate manner (Kehoe and Mateer, 2015). Access: All data and information must be gather with appropriate and valid sources.
Therefore, it contains access of authentic data and information that are useful to develop
significant advantages in the research (Isa, Rosli and Akhir, 2017).
 Ethical issues: In the research, researcher face issue of time and money. They need to
focus on methods to accomplish desired results with solving issue of lack of time and
money (Hua, Morosan and DeFranco, 2015).
P4 Analytical tools and analysis research findings and data
Questionnaire
Name:
Age:
Gender:
5

1. Does digital technology perform effective online functions for Qbic hotel?
 Yes
 No
 Cannot say
2. What is/are benefit to implement digital technology in the small sector business?
 Reduce cost of operations
 Quick development
 Effectiveness in functions and outcomes
 Increasing in customer attraction
3. What are the tools to implement digital technology in Qbic hotel?
 Facebook
 Twitter
 Instagram
 YouTube
 All of these
4. How to promote operations of the chosen enterprise with using digital technology?
 Post photos and videos on internet
 Company's website
 Traditional advertisement
5. What are the advantages in individual context of implementation of digital technology in
Qbic hotel?
 IT development
 Effective customer services
 Personalised experience
 Development of tourism and hospitality research
6. Does all employees agreed with implementation of digital technology in the selected
enterprise?
 Yes
 No
 Cannot say
7. How much do you agree with consideration of digital technology in the enterprise?
6

 Strongly agreed
 Agreed
 Neutral
 Disagree
 Strongly disagreed
8. Does any training required for employees of Qbic hotel to implement digital technology?
 Yes
 No
 Cannot say
Theme 1 Digital technology perform effective online functions for Qbic hotel
7

1. Does digital
technology perform
effective online
functions for Qbic
hotel? Frequency Percentage
Yes 22 73.33%
No 3 10.00%
Cannot say 5 16.67%
Total 30 100.00%
Theme 2 Cost of operations reduced with implementation of digital technology in small
sector business
2. What is/are benefit to implement
digital technology in the small
sector business? Frequency Percentage
Reduce cost of operations 23 76.67%
Quick development 2 6.67%
Effectiveness in functions and
outcomes 2 6.67%
Increasing in customer attraction 3 10.00%
Total 30 100.00%
Theme 3 Facebook, Twitter, Instagram and YouTube, all of these elements consider
implementing digital technology at workplace of Qbic hotel
3. What are the tools
to implement digital
technology in Qbic
hotel? Frequency Percentage
Facebook 5 16.67%
Twitter 4 13.33%
Instagram 5 35.71%
YouTube 2 6.67%
All of these 14 46.67%
Total 30 100.00%
8

Theme 4 Post photos and videos on internet helps to promote operations of Qbic hotel with
using digital technology
4. How to promote operations
of the chosen enterprise with
using digital technology? Frequency Percentage
Post photos and videos on
internet 20 66.67%
Company's website 5 16.67%
Traditional advertisement 5 16.67%
Total 30 100.00%
Theme 5 Development of tourism and hospitality research is main advantage to implement
digital technology in the business
5. What are the advantages in individual
context of implementation of digital
technology in Qbic hotel? Frequency Percentage
IT development 5 16.67%
Effective customer services 3 10.00%
Personalised experience 2 6.67%
Development of tourism and hospitality
research 20 66.67%
Total 30 100.00%
Theme 6 All employees agreed with implementation of digital technology in the selected
enterprise
6. Does all employees
agreed with
implementation of Frequency Percentage
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digital technology in
the selected
enterprise?
Yes 24 80.00%
No 3 10.00%
Cannot say 3 10.00%
Total 30 100.00%
Theme 7 Employees are strongly agreed with consideration of digital technology in
enterprise
7. How much do you
agree with
consideration of
digital technology in
the enterprise? Frequency Percentage
Strongly agreed 18 60.00%
Agreed 3 10.00%
Neutral 3 10.00%
Disagree 3 10.00%
Strongly disagreed 3 10.00%
Total 30 100.00%
Theme 8 Training required for employees of Qbic hotel to implement digital technology
8. Does any training
required for
employees of Qbic
hotel to implement
digital technology? Frequency Percentage
Yes 21 70.00%
No 4 13.33%
Cannot say 5 16.67%
Total 30 100.00%
10

LO 3
P5 Communicate research outcomes in appropriate manner
Theme 1 Digital technology perform effective online functions for Qbic hotel
Interpretation: In order to carry the above graph, it can be stated that digital technology perform
effective online functions in Qbic hotel. There are 22 members support this statement. However,
there are 5 respondents stated that they are not agreed with this statement of effective online
functions. Remaining 3 respondents have views that digital technology is not effectively perform
functions of online promotion.
Theme 2 Cost of operations reduced with implementation of digital technology in small
sector business
11
22
3 5
30 Yes
No
Cannot say
Total
23
2 2 3
30
Reduce cost of
operations
Quick development
Effectiveness in
functions and outcomes
Increasing in customer
attraction
Total

Interpretation: With respect to carry above graph, it can be stated that 23 respondents have
views that digital technology assists to reduce cost of operations in successful manner. With the
help of quick development, the chosen organisation can also perform effective functioning in
desired manner. 3 candidates have views that it helps to increasing customer attraction with
implementation of digital technology at workplace. As per secondary information, more
significant advantages will be develop with reduce cost of operations.
Theme 3 Facebook, Twitter, Instagram and YouTube, all of these elements consider
implementing digital technology at workplace of Qbic hotel
Interpretation: In order to carry the above graph, it can be stated that all the elements of
marketing assists to reach towards desired level of research. With this consideration, Facebook,
Twitter, Instagram, YouTube, etc. tools used to develop more significant advantages at
workplace. It assists to regulate desired level of efficiency at workplace of the chosen
organisation. Maximum people of the world recently used Instagram which is most beneficial
outcomes. Hence, the chosen organisation must carry their operations and functions in desired
manner which would be beneficial to attain overall goals and objectives. According to secondary
information, there are maximum number of people using Instagram and Facebook so that it will
assist to implement successful digital technology. It would be beneficial to gain overall
profitability that ensure performance will be increases in appropriate manner.
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16.67%
13.33%
35.71%
6.67%
46.67%
100.00%
Facebook
Twitter
Instagram
YouTube
All of these
Total

Theme 4 Post photos and videos on internet helps to promote operations of Qbic hotel with
using digital technology
Interpretation: With the help of above graph, it can be stated that there are 20 respondents have
views that sharing photos and videos to promote Qbic hotel is main consideration to increase
more creativity. With this regard, 5 employees stated that company's website contain more
relevant information which required to increase chosen business activities. As per business
development process, it can be stated that 5 respondents said that traditional advertisement is one
of the important perspective to promote digital technology. With the help of secondary data, it
can be stated that more sales and revenue will be generated with using creative activities at
workplace.
Theme 5 Development of tourism and hospitality research is main advantage to implement
digital technology in the business
13
Post photos and videos on internet
Company's website
Traditional advertisement
Total
0 5 10 15 20 25 30
20
5
5
30
66.67%
16.67%
16.67%
100.00%
Percentage
Frequency

Interpretation: In the present graph, it has been interpreted that there are maximum number of
candidates 22 people have views that development of tourism and hospitality research conducted
which is main advantages to develop digital technology at workplace. Furthermore, there are 6
respondents have views that personalised experience build to gain more effectiveness with using
digital technology at workplace. There is one person who stated that effective customer services
assists to improve use of digital technology at workplace. On the basis of secondary data, it can
be stated that application of technology in hotel taking account to generate high values in the
industry.
Theme 6 All employees agreed with implementation of digital technology in the selected
enterprise
14
IT development
Effective customer services
Personalised experience
Development of tourism and hospitality research
Total
0 5 10 15 20 25 30 35
5
3
2
20
30
16.67%
10.00%
6.67%
66.67%
100.00%
Frequency
Percentage

Interpretation: In the above graph, it can be stated that there are 24 respondents have views that
implementation of digital technology assists to expand successful operations in creative manner.
Furthermore, there are 3 respondents have views that digital technology is not useful perspective
for selected enterprise because it increases cost to operate several functions in different areas of
the world. As per secondary information, customer attraction is more useful perspective with
implementation of digital technology. This is because, it increases more advantages and booking
hotels to target several numbers of audience. Hence, easy and quick decisions successfully
develop in the enterprise.
Theme 7 Employees are strongly agreed with consideration of digital technology in
enterprise
15
16.67%10.00%6.67%
66.67% 100.00%
IT development Effective customer
services
Personalised
experience
Development of
tourism and hospitality
research
Total

Interpretation: With the help of undertaken above graph, it can be stated that there are 18
respondents strongly agreed with implementation of digital technology in Qbic hotel.
Furthermore, there are 3 respondents have views that they are only agreed with consideration of
digital technology at workplace. On the basis of 3 people views, it can be stated that it cannot be
interpreted that digital technology is useful or not for the chosen enterprise. According to
secondary data information, digital conference facility consider with digitalisation so that it
would be beneficial to consider online booking. E-commerce sales also generated to promote
more effectiveness.
Theme 8 Training required for employees of Qbic hotel to implement digital technology
16
Strongly agreed
Agreed
Neutral
Disagree
Strongly disagreed
Total
0 5 10 15 20 25 30 35
18
3
3
3
3
30
Frequency
Percentage

Interpretation: In the present graph, it can be interpreted that there are 21 respondents have
views that training among employees required to implement digital technology. Furthermore,
there are 5 respondents have views that Qbic hotel required to consider more significant
advantages with using desired level efficiency in the business to promote operations and
functions. As per secondary data information, it can be stated that new technologies helps to
follow strict rules and regulations as per customer preferences. Hence, digitalisation assists to
make several changes that are rapidly develops to enable and increase brand visibility. Customer
experience also successful increases to promote more significant outcomes.
LO 4
P6 Reflect effectiveness of research methods applied to meet with objectives
In respect to carry above research, I had learned and understand several things that helps
me to increase significant advantages. In this regard, I have used several books and journals to
assess importance of digital technology in hospitality sector. On the basis of customer
preferences, it can be stated that desired level efficiency will be accomplish in the organisation to
implement advance tools and techniques. Furthermore, I had also understood importance of
digitalisation that enable to increase brand visibility. Moreover, I learned about customer
services which would be helpful perspective to understand more significant work at workplace.
With the help of deductive research approach, it can be stated that desired level of
efficiency generated in positive perspective which would be beneficial to grow overall desired
17
21
4 5
30 Yes
No
Cannot say
Total

level results. Deductive approach is also based on the maximum efficiency of the people which
delivered to attain creative work (Straker and Wrigley, 2016).
P7 Alternative research methodologies
In the present research, researcher select qualitative information which is useful
perspective to develop more significant advantages at workplace. In this regard, researcher has
one another option to conduct research and investigation to promote systematic work
performances. On the basis of applied research, specific issues and problem can be solved by
researcher which exist in the business. Development of technology also build successful
operations and functions which seek to answer question in the real world to fill knowledge to
learn several things. It is also applicable and useful for effective research study (Kalbaska,
Janowski and Cantoni, 2017).
In addition to this, with the help of development of effective technology, researcher can
also build their functions and operations that are related with basic performance of the digital
technology implementation. Different ways also consider in research that assists to develop
adaptability and maintain security for consideration of digital technology.
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REFERENCES
Books and Journals
Adukaite, A., van Zyl, I. and Cantoni, L., 2016. The role of digital technology in tourism
education: A case study of South African secondary schools. Journal of Hospitality,
Leisure, Sport & Tourism Education. 19. pp.54-65.
Bell, D., 2016. Moments of hospitality. In Mobilizing Hospitality(pp. 29-44). Routledge.
Berezan, O., Yoo, M. and Christodoulidou, N., 2016. The impact of communication channels on
communication style and information quality for hotel loyalty programs. Journal of
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Brady, S.R., Young, J.A. and McLeod, D.A., 2015. Utilizing digital advocacy in community
organizing: Lessons learned from organizing in virtual spaces to promote worker rights
and economic justice. Journal of Community Practice. 23(2). pp.255-273.
Fitzgerald, M., Kruschwitz, N. and Welch, M., 2014. Embracing digital technology: A new
strategic imperative. MIT sloan management review. 55(2). p.1.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Grundmann, S. and Hacker, P., 2017. Digital Technology as a Challenge to European Contract
Law. European Review of Contract Law. 13(3). pp.255-293.
Hua, N., Morosan, C. and DeFranco, A., 2015. The other side of technology adoption: examining
the relationships between e-commerce expenses and hotel performance. International
Journal of Hospitality Management. 45. pp.109-120.
Isa, N.F., Rosli, N.A. and Akhir, I.M., 2017. Impact of web and digital experience on the
stickiness of third party hotel website. Journal of Tourism, Hospitality and Culinary
Arts. 9(2). pp.399-410.
Kalbaska, N., Janowski, T. and Cantoni, L., 2017. When digital government matters for tourism:
a stakeholder analysis. Information Technology & Tourism. 17(3). pp.315-333.
Kehoe, K. and Mateer, J., 2015. The impact of digital technology on the distribution value chain
model of independent feature films in the UK. International Journal on Media
Management. 17(2). pp.93-108.

Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
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Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
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Parise, S., Guinan, P.J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons. 59(4). pp.411-420.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Sahu, N., Deng, H. and Mollah, A., 2018. Investigating The Critical Success Factors Of Digital
Transformation For Improving Customer Experience.
Straker, K. and Wrigley, C., 2016. Translating emotional insights into digital channel designs:
Opportunities to enhance the airport experience. Journal of Hospitality and Tourism
Technology. 7(2). pp.135-157.
Styvén, M.E. and Wallström, Å., 2017. Benefits and barriers for the use of digital channels
among small tourism companies. Scandinavian Journal of Hospitality and Tourism, pp.1-
20.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific research.
Waikato Journal of Education. 12(1).
Wang, Y. S., Li, H. T. and Zhang, D. Z., 2016. Factors affecting hotels' adoption of mobile
reservation systems: A technology-organization-environment framework. Tourism
Management. 53. pp.163-172.
Westerman, G. and Bonnet, D., 2015. Revamping your business through digital
transformation. MIT Sloan Management Review. 56(3). p.10.
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