Digital Technology Implementation: A Bambu Hotel Case Analysis

This report investigates the role of digital technology systems in improving the productivity and competitiveness of hotels, focusing on a case study of The Bambu Hotel in South Sudan. It identifies suitable digital technology systems for enhancing hotel services, analyzes the impact of change driven by these systems on various aspects of the hotel's operations, and explores the barriers associated with their implementation. The report also determines solutions for eliminating execution barriers related to digital technology adoption in hotels, covering areas such as supply chain management, inventory management, human resource management, and integrated room reservations and accounting systems. The research utilizes a deductive approach and positivism philosophy, employing a survey research strategy with cross-sectional time horizon and primary data sources. Data is collected through online surveys, analyzed using frequency data analysis, and sampled probabilistically to ensure reliability and reduce bias. The findings and discussions provide insights into improving hotel operations through appropriate technology and effective change management.

Digitalizing the
Bambu Hotel in
Juba – South
Sudan

Table of Contents
INTRODUCTION ..........................................................................................................................3
Background of research .................................................................................................................3
Research Rationale ..........................................................................................................................3
Research Aim..................................................................................................................................4
Research Objectives.........................................................................................................................4
Research Questions .........................................................................................................................4
Literature Review .......................................................................................................................4
Digital technology systems for Hotels .......................................................................................4
Impact of digitization on functional areas of Hotel ...................................................................5
Challenges of Digitizations ........................................................................................................5
Suggestions for ensuring effective digitization ..........................................................................5
Research Methodology ...............................................................................................................5
How to achieve collection of resources .....................................................................................7
Action Plan .................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Bambu Hotel is a hospitality establishment located in capital city of South Sudan which
offers dining, business conferencing and accommodation services to the consumers. The barriers
which stop the Hotel from gaining competitive advantage in the industry include ineffective
supply chain management, inventory management, integrated room reservations and accounting
systems. The focus of this research on understanding the role of information technology in
improving the services offered by the Hotel to gain beneficial position in hospitality industry of
South Sudan.
Background of research
The Hotel industry in South Sudan faces various challenges due to lack of technological
development. The capital city of Juba offers growth opportunities for hospitality firms as
International NGO staff, United Nation employees and workers of international embassy
regularly ravel to the city. Bambu Hotel is a successful hospitality enterprise statued in Juba with
48 rooms, restaurant and conference room. The enterprise is aiming to extend their
accommodation facilities to 100 rooms. Bambu Hotel has not been able to become industry
leader due to ineffective supply chain management, inventory management, human resource
management, integrated room reservations and accounting systems. Identification of appropriate
technology which will assist in improving Hotel operations and the technical and business
impact of Digitization is the target of this research. The barriers associated digitization and
solution of these barriers are provided in this research.
Research Rationale
The area of this research is to understand digitization in Hospitality establishments. This
is useful as it will help in understanding the role of technological development in improving
business of hospitality firms in underdeveloped nations who lack quick assess to digital
technology. Understanding the barriers and solutions of implementing digital technologies in
hospitality establishment will also contribute to professional advancement as this information
can be used to improve digital technology systems in future workplace. In addition to this
knowledge of impact of change caused by digitization will enhance technological change
management capabilities which is essential for personal and career development.

Research Aim
An investigation into role of digital technology systems in improving productivity and
competitiveness of Hotels. A case study on The Bambu Hotel in South Sudan.
Research Objectives
 To identify suitable digital technology systems to improve Hotel services
 To analyse the impact of change driven by digital technology systems on various aspects
of Hotel.
 To understand the barriers associated with implementation of digital technology systems
in Hotel.
 To determine solutions for eliminating execution barriers related with implementation of
digital technology in Hotels.
Research Questions
 What are suitable digital technology systems to improve Hotel services?
 What is the impact of change driven by digital technology systems on various aspects of
Hotel?
 What are the barriers associated with implementation of digital technology systems in
Hotel?
 What are the solutions for eliminating execution barriers related with implementation of
digital technology in Hotels?
Literature Review
Digital technology systems for Hotels
As per article published in DJUBO (2020) Hotel management systems are the primary
digital technology which are being used by Hospitality enterprises to improve efficiency of the
company. Hotel management system consist of software designed to help Hotel enterprises in
daily operations of the company. Cloud based Hotel management software should be preferred
by business firms as it provides various benefits in comparison to other types of software (7
benefits of using cloud based hotel management software, 2020). This is because it reduce costs,
provides centralised reservation system, increases security and productivity.

Impact of digitization on functional areas of Hotel
According to Singh (2021) digitization is essential for growth of Hotels in the current
age. Digital transformation in Hotels affects various functional areas. Marketing is functional
area which is affected due to Digitization as digital marketing channels provide opportunity of
faster and more effective digitization. Customized web solutions can also be gained by business
firms with the help of digitization to resolve problems in various departments (Importance of
digitization in hotels, 2021).
Challenges of Digitizations
As per the view of Starkov (2021) Hotels are using services of different digital vendors
for different digital solutions who usually do not communicate with each other. This creates an
overwhelming situation for Hotels. Reluctance of adoption of digital technology is another
challenge which hinders digital transformation of Hotels to ensure long term success of
Hospitality enterprises. Guest facing digital technology is not being used by Hotels due to the
reluctance in investing in this type of technology (Hospitality Digital Technology: Challenges,
Priorities and Buzzwords, 2021). Consumer data fragmentation is another challenge of
digitization for Hotel business firms. Guest data is present in different places and business firms
are not able to gain singular perspective on guest data due to fragmentation. This makes data
management time consuming and reduces the accuracy of consumer insight gained from guest
data analysis.
Suggestions for ensuring effective digitization
According to Major (2019) technology plays an importation role in ensuring success of
the company. Business firms need top utilize Property management system (PMS) in corder to
improve guest experience at every touchpoint. In addition to this PMS can also help business
firms provide effective personalized services (How Technology Can Impact the Success of Your
Hotel, 2019). Smart thermostats can be used to reduce energy consumption and save company
resources. Survey tools can be used to entourage consumers to positive reviews on social media
and travel applications to enhance brand image of the company.
Research Methodology
Research Approach

The plan and procedure which includes assumptions and detailed methods of data
analysis ad interpretation is defined as the research approach. Research approach is divided into
two categories of deductive and inductive research approach (Ciocoiu, 2018). The present
research utilizes deductive research approach. The utilization of deductive research approach is
justified as it is used to generalize research findings and explain relationship between concepts
and variables.
Research Philosophy
The belief about gathering usage and analysis of data for research refers to the research
philosophy. Interpretivism and positivism are two research philosophy options. The present
research is completed using positivism research philosophy. The justification behind usage of
positivism research philosophy is the ability to systematize results in a set of predictions and
increased objectivity of the research.
Research Strategy
Experimental research, interviews, surveys and case study research are options for
deciding research strategy. The research strategy used for this research is survey. This is suitable
method for completing this research as it helps in gaining precise results at low cost.
Time Horizon
This refers to the time frame of the research. Longitudinal time Horizon and Cross-
sectional time Horizon are two categories of time Horizon (Imae, 2017). The Time Horizon
selected for completion of the present research is cross-sectional time Horizon because it is not
costly to perform and is not time consuming.
Data Sources
The research is conducted with the usage of two types of data sources which are Primary
and secondary data sources. The present research utilises primary data source. Justification for
usage of primary data sources is that it is that it provides authentic data which is specific for the
research. Usage of primary data sources increases the reliability of the research as it directly
gained from the original sources.
Data Collection
There are two main data collection method qualitative data collection and quantitative
data collection. The present research utilises quantitative data collection method because as the

data gathered through this method is consistent precise and reliable data. In addition to this
quantitative data is easy to analyse in comparison to qualitative data.
Data analysis
The procedure of interpreting, transforming, and modelling data is defined as data
analysis. Thematic and frequency analysis are two primary data analysis techniques (Jackson,
2018). This research is conducted with the help of frequency data analysis. The usage of
frequency data analysis technique is justified because is that it helps in presenting data in an
organized manner which can be easily understood.
Sampling
The process of selecting singular members from subset of population in order to make
statistical deduction and approximate features of the total population is defined as sampling
(Nyika and Murray-Orr, 2017). Probabilistic and non-probabilistic are two types of sampling
method. The present investigation is completed with the help of probabilistic sampling which
includes random sampling method. The reason behind usage of random sampling method is that
it eliminates biases in selection of respondents and reduces risk of error.
How to achieve collection of resources
The primary resources used in this research will be collected with the help of online
survey. The responds will be selected with the help of random sampling. The survey will be
constructed in a manner which is easy to understand in order to gain reliable data.
Action Plan
Chapter 1: Introduction
This includes the aim of the research and rational of the research. Research questions,
research objective and significance of the research are also provided in this section.
Chapter 2: Literature Review
This section incudes literature review related to the research along with introduction and
conclusion for this section.
Chapter 3: Methodology
In this section research methodology used for completion is described.
Chapter 4: Research Findings
The research findings are presented in this section.
Chapter 5: Discussion

This section includes discussion of the research findings.
Chapter 6: Conclusion, Recommendations and Implications for future research
The conclusion of the research along with recommendation are provided in this section.
In addition to this implications for further research are also described.

REFERENCES
Books and Journals
Ciocoiu, M. ed., 2018. Materials Behavior: Research Methodology and Mathematical Models.
CRC Press.
Imae, T., 2017. Nanolayer research: methodology and technology for green chemistry. Elsevier.
Jackson, E. A., 2018. Research Methodology in the social sciences: Perspectives on Sierra
Leone. Lulu. Com.
Nyika, L. and Murray-Orr, A., 2017. Critical race theory–social constructivist bricolage: A
health-promoting schools research methodology. Health Education Journal, 76(4).
pp.432-441.
Online
How Technology Can Impact the Success of Your Hotel, 2019. [Online] Available through
<https://roomkeypms.com/blog/how-technology-can-impact-the-success-of-your-
hotel/>
Hospitality Digital Technology: Challenges, Priorities and Buzzwords, 2021. [Online] Available
through <https://hoteltechnologynews.com/2019/03/hospitality-digital-technology-
challenges-priorities-and-buzzwords/>
Importance of digitization in hotels, 2021. [Online] Available
<https://hospitality.economictimes.indiatimes.com/news/operations/technology/
importance-of-digitization-in-hotels/81104437>
7 benefits of using cloud based hotel management software, 2020. [Online] Available
<https://djubo.com/blog/benefits-cloud-hotel-management-software/>