Effect of Tech Advancement on Hotel Competition in Australia

This business research report investigates the impact of technological advancements on the competitive landscape of the Australian hotel industry, with a specific focus on Meriton Suites. The study explores the key dimensions of technological advancements, including Internet of Things (IoT), cloud computing, artificial intelligence, and big data analytics, and their influence on various hotel operations such as customer service, internal processes, and staff training. The research aims to identify the challenges and opportunities presented by these technologies, evaluate regulatory obligations, and provide recommendations for Meriton Suites to enhance its technological integration and maintain a competitive edge. The report addresses research questions related to the dimensions of technical advancement, regulatory standards, current scopes of technology integration, and implementation strategies. The literature review highlights the importance of technology in the hospitality sector, emphasizing its role in improving service quality, operational efficiency, and competitive advantage. The report concludes by suggesting ways for Meriton Suites to adapt to the rapidly changing technological environment and leverage technology to improve its business operations.

Running head: BUSINESS RESEARCH REPORT
Effect of technological advancement on increasing rate of competition in Australian hotels
and ways to deal with the issues: a case study of Meriton Suites
Name of the Student
Name of the University
Author note

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Literature Review
Technological Advancement is a key issue in any organisation because it brings about
and facilitation of the orhanisation (Cobos et al., 2016). The quality of procurement,
processing, delivery and consumer handling depend on the technological advancement of the
organisation. According to Bulent, Ozturk and Hancer (2014), since, hospitality industry is a
service oriented industry, the quality of using digital communication technologies is also
necessary to keep the service quality upgraded and competitive. The major divisions of used
technological advancements are Internet of Things (IoT), Cloud Computing, Wireless
Connection, Big Data Analytics, Artificial Intelligence and many more (Šerić, Gil-Saura &
Ruiz-Molina, 2014). This technological advancement are used by desk representative,
consumer service staffs, housekeepers, porters and waiters and other staffs associated with
internal processing activities such as managers, chef, event planner, logistics and staffs
(Šerić, Gil-Saura & Ruiz-Molina, 2014). Each of these positions needs to communicate with
each other while sharing the information and knowledge simultaneously that needs
technological advancement and digitalisation (Kraus et al., 2019).
The IoT or Internet of Things refer to the facilitation of multimedia connection, which
enables an organisation to connect their utilisable digital electronics to a single system for
better optimisation of the operations and for increasing performance as well. Training and
Development of a workforce can also be done with ease with the help of IoT where wireless
connection systems such as Wifi, 4G connection, GPRS system have opened many directions
of integrity (Enhuber, 2015). The cloud networking system and cloud computing system is a
process to develop and perform organisational operations involving multiple employees in
particular operational units such as sales operation, financing, marketing planning group
presentations, projects, assessments and similar activities (Shamim et al., 2017). Artificial
Intelligence however allows the information resource of an organisation to train their system

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operation in a optimum way (Enhuber, 2015). As stated by Dzhandzhugazova et al., (2016),
this advantage of adaptive learning helps the organisation to understand the underlying
market related issues and the organisational limitations while in this process the management
can also solve problems easily and take necessary decision properly (Melián-González &
Bulchand-Gidumal, 2016). According to Nivethitha, Dyaram and Kamalanabhan, (2014), the
Database system can be controlled by operational manager with the heal of AI and Big Data
Analytics system more easily.
With this large number of advantages from the advanced technologies the competitors
within the hospital industry of Australia are currently facing a more competitive and rapidly
changing business environment (Dekker & Thakkar, 2018). It is causing short term and long
term technical paralysis and complication within the organisation because responsibilities are
assigned without having the right knowledge and skills in these high-tech innovations (Kraus
et al., 2019). In order to remain a successful player in the industry's competitive game, the
highly competitive environment in which hospitality businesses or a hotel operate today
requires a proper understanding on the technical issues and the skilled workforce to control
the advanced technologies in a profitable way. As opined by Dekker and Thakkar (2018),
training is the process that provides the knowledge and skills required for employees to
operate within management-set systems and standards.
Meriton Suites is not exception in this increasing competitive environment of hotel
and hospitality industry. Especially in Australia, where procedure of incorporating new
technologies in business for internal operations and external communication required less
expenditure of money and time, hotel industry is becoming increasingly competitive. Meriton
Suites is a large hotel chain running multiple hotels across the Australia. Founded in 1963,
Meriton is one of the largest apartment developers of Australia. Meriton is also the largest
residential home builder in Australia. In this age of globalisation and expanding tourism

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industry incorporating and utilising the technological advancement are very important for
their competitiveness at home and abroad. Suites managers in Darling Harbor, the most
profitable and largest branch of their NSW network, witnessed a dramatic increase in market
competition due to communicational advantage through GPRS and 4G based digital
communication and found their staffs and used technologies are obsolete and ineffective
(Bulent, Ozturk & Hancer, 2014). In this situation, it is essential to explore the key
dimensions of the technological advancement through which a proper technical up-gradation
plan could be developed for Meriton Suites.
Research Objectives
The aim of this research to explore the technological dimensions and benchmark in
hotel industry in order to develop a recommendation for technical advancement in Meriton
Suites considering the role of management decision making and digital integrity. Based on
this aim the following objectives have been developed for this research.
 To explore the key dimensions of technical advancement in hotel industry of Australia
 To evaluate the regulatory obligations, standards and benchmarks to incorporate new
technologies in the hotel industry of Australia?
 To find out the current scope of incorporating and integrating innovative technologies for
Meriton Suites
 To find way of implementation through which management of Hotel Meriton Suites in
Darling Harbor perceive the level, quality and integrity
Research Questions
There are several factors that are still need to know before appropriately develop the
incorporation and development plan for Meriton Suites. For this identification of dimensions
of technical advancement in hotel industry in Australia is required. Apart from that, the

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current industry standard should be also known. Hence, the research questions of this study
have been presented below:
 What are the key dimensions of technical advancement in hotel industry of Australia?
 What are the regulatory obligations, standards and benchmarks to incorporate new
technologies in the hotel industry of Australia?
 What are the current scopes of incorporating and integrating innovative technologies for
Meriton Suites?
 Is there any way of implementing the advanced technologies through which the
management of Hotel Meriton Suites in Darling Harbor perceive the level, quality and
integrity?

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Reference:
Bulent Ozturk, A., & Hancer, M. (2014). Hotel and IT decision-maker characteristics and
information technology adoption relationship in the hotel industry. Journal of
Hospitality and Tourism Technology, 5(2), 194-206.
Cobos, L. M., Mejia, C., Ozturk, A. B., & Wang, Y. (2016). A technology adoption and
implementation process in an independent hotel chain. International Journal of
Hospitality Management, 57, 93-105.
Dekker, M., & Thakkar, A. (2018, April). Digitalisation–The Next Frontier for the Offshore
Industry. In Offshore Technology Conference. Offshore Technology Conference.
Dzhandzhugazova, E. A., Blinova, E. A., Orlova, L. N., & Romanova, M. M. (2016).
Innovations in hospitality industry. International Journal of Environmental and
Science Education, 11(17), 10387-10400.
Enhuber, M. (2015). Art, space and technology: How the digitisation and digitalisation of art
space affect the consumption of art—A critical approach. Digital Creativity, 26(2),
121-137.
Kraus, S., Palmer, C., Kailer, N., Kallinger, F. L., & Spitzer, J. (2019). Digital
entrepreneurship: a research agenda on new business models for the twenty-first
century. International Journal of Entrepreneurial Behavior & Research, 25(2), 353-
375.
Melián-González, S., & Bulchand-Gidumal, J. (2016). A model that connects information
technology and hotel performance. Tourism Management, 53, 30-37.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing
communications and advanced technology influence the creation of customer-based

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brand equity? Evidence from the hospitality industry. International Journal of
Hospitality Management, 39, 144-156.
Shamim, S., Cang, S., Yu, H., & Li, Y. (2017). Examining the feasibilities of Industry 4.0 for
the hospitality sector with the lens of management practice. Energies, 10(4), 499.