Analysis of Digital Technology's Impact on Qbic Hotel (Unit 11 Report)

This report undertakes an analysis of the impact of digital technology on Qbic Hotel, a small sector business. The study begins with a research proposal, outlining the background, rationale, aims, objectives, and research questions. It then delves into a literature review, exploring the benefits and disadvantages of digital technology in the hospitality sector, focusing on online booking, customer expectations, and smart access keys. The report investigates the impact of digital technology on Qbic Hotel, considering factors such as IoT devices, iPads for customer service, and visual reality tours. Furthermore, it suggests measures to improve digital technology within the hotel, including enhanced Wi-Fi services, hotel management software, and digital access for local information. The research methodology encompasses research philosophy, strategy, approach, and design, including data collection and analysis methods. The report includes primary research through questionnaires and analysis of findings. The report also considers the costs, access, and ethical issues involved in the project.

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:
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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?
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 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
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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%
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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%
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