Analysis of Digital Technology Impact on Charlotte Street Hotel Growth

This research project investigates the influence of digital technology on the growth and innovation of small business enterprises, with a specific focus on the Charlotte Street Hotel. The study aims to define digital technology, analyze its impact on growth and innovation, determine its role in improving customer services, assess the significance of human resources in implementation, and identify strategies for performance improvement. The research includes a literature review covering digital technology terminology, its impact on innovation and growth, and its role in customer service, along with an examination of the role of human resources in technology implementation. The methodology involves both primary and secondary research, including surveys and interviews. The findings indicate that the Charlotte Street Hotel has successfully implemented digital technology, designed its own website, and recognizes its impact on business operations. The project highlights the importance of digital tools like websites and social media in enhancing customer service and overall business performance.

RESEARCH PROJECT

Table of Contents
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INTRODUCTION
In today's era, every business enterprise requires effective growth and success in the
market. However, there is too tough competition among the industries through which firm is
required to put additional efforts and potential. In order to get the long-term success and
sustainability in the competitive business environment, corporation develops several kinds of
practices and strategies. In this manner, technology is one of the essential aspect through which
firm can boost up its performance in the market. With help of technology, business entity can
make it easier and fast its business speed so it can be said that this is very significant source for
the business growth and success. In every functional department like marketing, human resource,
finance, operation and production it requires technology. In the context of small business
enterprise, digital technology plays a very crucial role by which firm can easily enhance the
speed and performance of business. By use of digital technology, small business enterprise can
effectively utilise the available resource and improve its existing performance and speed. In the
context of digital technology, it includes laptops, computers, mobile phone, internet, social
media, software, applications etc. Digital technology defines electronic technology that store,
proceed and generate the information in terms of the two states.
LO 1
P1
In the context of small business enterprise, digital technology plays crucial role in
delivering the fast customer services as well as enhancing the quality of business operations.
Digital technology includes resources such as Wi-Fi, internet. Social media, laptop, computer
etc. so it can be said that by use of these all equipment, corporation can enhance its existing
speed and growth of business in the market. In Charlotte street hotel, the major objective is to
deliver high quality of customer services and satisfy their needs and wants related to product and
services. In addition to this, it desires to earn impressive profitability and market share. Thus, for
attaining this objective, cited venture used digital technology through which it can easily enhance
growth and bring innovation within business operation, products and services.
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Research aim
To analyse the effect of digital technology on the growth and innovation of small business
enterprise: A case study of Charlotte street hotel
Research Objective
 To acknowledge about terminology and meaning of digital technology
 To analyse the impact of digital technology in growth and innovation in the small
business enterprise
 To determine the role of digital technology in improving customer services within
Charlotte street hotel
 To assess the significance of human resource in implementing digital technology within
the Charlotte street Hotel
 To identify the role of HR in hiring efficient physical resources for a successful
implementation of digital technology in Charlotte Street Hotel.
 To suggest the strategies to bring improvement in organisational performance by
implementing digital technology
Research questions
1. What is the concept of digital technology?
2. What is the impact of digital technology on growth and innovation of the small business
enterprise?
3. What is the importance of human resource in implementing digital technology within the
small business enterprise?
4. What are roles and responsibilities of HR in hiring efficient physical resources for a
successful implementation of digital technology in Charlotte Street Hotel.
5. What is the implication and role of the digital technology in enhancing customer services
within Charlotte street hotel?
Rationale of the study
The present investigation has primary expect to examine the effect of advanced
innovation on the development and development of the independent company endeavour. The
real purpose behind choice of this subject is to recognize the part and centrality of the advanced
innovation in the private venture undertaking. At the season of choice of proposed venture,
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enthusiasm of specialist is central point that impact researcher for determination of this subject.
Besides, analyst wants to execute hypothetical learning into the viable information that is the
reason this examination theme has been chosen. In addition, in the present time, the usage of
computerized innovation is ceaselessly expanded in the partnership. In this manner, scientist
needs to decide its favourable position for the association development and achievement.
Literature Review
Terminology of the Digital technology
As per the perspective of Yuksel, Yuksel and Bilim, (2010) innovation include vital
noteworthiness inside movement and tourism segment by which a few different exercises and
capacities leads in speediest and viable way. Different sorts of electronic types of gear and
sources, for example, PC, workstation, cell phones, WiFi and so on incorporated into the
advanced innovation These sources for the most part utilized on the movement and tourism and
enhance correspondence and availability amongst association and clients. In this perspective
incorporates PC, PC, web, Wi-Fi, internet based life and so on through which firm can improve
its current speed and spare the time. Computerized innovation is a base two process
Impact of digital technology in bringing innovation and growth in Charlotte street hotel
In every section of the organisation like marketing, finance, human resource, operation,
production required such technology and equipment that can improve speed of business
activities. In the assessment of Yoshida and James, (2010) web methods for associating a PC to
some other PC anyplace on the planet by means of committed switches and servers. While two
PCs are associated over the web then they can send and get a wide range of data, for example,
Texts, illustrations, voice, video, PC programs and so forth. In the movement and tourism
division web serves to association in building up claim business profile on the web through
which clients can plan their own page of business on this stage. This web profile organization in
give data about item and administrations to client and increment correspondence with clients.
Role of digital technology in improving customer services within Charlotte Hotel
In the opinion of Dinan, (2000) as with help of digital technology, company can easily
transform, store and collect the information about business activities and function. There is some
software, application and sites are available on the internet through which hotel can save, store
and transfer its important information. Thus, it can be said that in the hospitality sector with help
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of digital technology, hotel can improve its communication and connectivity with clients.
Furthermore, it also helps in improving communication within the hotel as different functional
department can share their information that aid in improving customer services. With help of
Ryu, Lee and Gon Kim, (2012) web, advancement and promotion exercises can likewise
effortlessly perform by association in viable and proficient way. As indicated by the perspective
of Silverman, (2016) with regards to computerized innovation, internet based life is one of the
stage that is generally used inside the movement and tourism division. Online life is huge stage
that serves to association in advancement and promotion exercises. There are a few stages
incorporated into the web based life, for example, Facebook, Twitter, Instagram, you tube and so
forth through which association exchange their data with respect to item and administrations to
clients and advise them about item and administrations.
In this technique, new data can assemble which isn't utilized by somebody in the examination.
Then again in the auxiliary information gathering, scientist utilizes optional sources, for
example, online sites, articles, books, diaries and so via web-based networking media procedure,
Facebook is one of the basic stage which is generally utilizing in the movement and tourism area.
It is an informal communication site which associates substantial quantities of individuals at
single time. It is the most prominent procedure through which business element can distinguish
client prerequisite and discernment in regards to item and administrations. On the Facebook
channel, association post their alluring pictures, pictures, video, joins in regards to item and
benefits and educate client with respect to item costs, highlights, qualities and so forth.
Assess the role of human resource in implementing digital technology within small business
enterprise
According to the view of Fotis, John, Buhalis and Rossides, (2012) employees plays a
very crucial role within the company for achieve its determined objective. In the absence of
human resource company cannot achieve its determined objective within time period. In order to
implement digital technology, employees have major role within the small business enterprise.
At the time of implementing digital technology, management have to provide training and
development program to its personnel so as they can learn new criteria and methods to operate
digital technologies within the company. In the contradicting view Chan, Ling and Guillet,
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(2011) stated that HR department uses digital technology like social media, internet and other
platform for recruitment and selection, marketing and promotion activities.
P2
In the research study, research methodology is one crucial aspect that helps in addressing
right solution of research problem. Research procedure is a systematic study of material through
which facts can find out (Chan, Ling and Guillet, 2011). Research methodology includes various
techniques and method such as research philosophies, research approach, data analysis, data
collection, sampling, research design etc. Major research has two types that is primary research
and secondary research. While researcher uses the survey, interview, questionnaire, observation
etc. then it is known as the primary research.
Time Scale
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Design the research object
 Focus on the several
objectives
 Consider upon rationale of
the study
 Focus on the problem
statement and scope of
study
 Consider several methods
of research methodology
 Consider upon literature
review
 Focus on several methods
of research methodologies
 Develop questionnaire
 Consider upon the primary
data collection method
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 Collect primary
information
 Interpretation and analysis
 Assessment of the study
 Conclusion and
recommendation on the
basis of collected data
 Draft submission
 Modification
 Final submission
LO 2
P3
In the entire study, research methodology is that part through which information about
the subject can analyse and interpret. It is a science of studying how investigation to be carried
out (Zumitzavan and Michie, 2015). It is also defined as the study of methods by which
knowledge can gained. It is the systematic and theoretical analysis that help to investigator in
analysing, interpreting the collected information for discover the best arrangement and result. In
the ebb and flow look into examination think about, the real point of the specialist is to break
down the effect of computerized innovation on development and advancement in the
independent venture endeavour with deference of Charlotte Street inn. Along these lines,
specialist has connected subjective research procedure for discover the viable arrangement and
result. In this examination ponder, scientist have utilized a few strategies and methods which are
talked about underneath
 Research Philosophies- Research philosophy is that aspect that provide the brief
conclusion of entire study. It assists in analysing and interpreting the information for
identifying the best solution to the problem addressed during investigation. (Smith and
Lewis, 2011). With assistance of research rationality, analyst can direct the whole
research examine morally justified and suitable way.
There are significant two kinds of research methods of insight, for example,
positivism and interpretivism. With regards to positivism examine theory, investigation
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can have completed in the organized way which helps with consolidating consistent
modification while doing the outer perception. Then again, interpretivism explore theory
consider upon the subjective piece of the investigation which include different
speculations and models.
 Research Approach- Research approach is that effective method in the study
methodology that helps in analysing the entire objective of investigation. It is one of the
effective master plan that determines the various methods and procedure through data
could be gathered and analyse the same. It is the best criteria through which prevailing
theory and principles can be used to analyse in regard to improve the knowledge about
the subject (Soni and Kodali, 2012). There are major two types of the investigation
approach that is inductive and deductive. I
In the context of inductive research approach, new theories are being developed
on the basis of available data and information. In this aspect, there is no hypothesis
formed in the study. On the other hand, in the deductive research approach, test can
conduct for existing theories which is relevant to the research title. In this aspect different
theories and models can be used to assess the right solution.
In the ebb and flow consider, deductive research approach has actualized for
investigate the effect of computerized innovation on the business development and
advancement inside the private company endeavour. With help of deductive research
approach, specialist can evaluate the successful result by actualize a few models and
hypotheses.
 Data collection -For address the exact result and target; specialist need to centre around
information accumulation strategy by which data can assemble about subject. By help of
essential and auxiliary information accumulation technique, researcher can assemble data
and discover fitting arrangement of research think about. In the essential information
accumulation, examination can assemble data from essential sources, for example,
review, talk with, survey, amass dialog, contextual analysis, perception and so on. This
strategy serves to researcher in social affair crisp data about subject (Saunders and
Bezzina, 2015).
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In the momentum inquire about examination, the analyst has connected essential
information gathering under which researcher have led study for 20 representatives of
Charlotte road inn. With help of essential information gathering, scientist can gather new
data about effect of advanced innovation in the development and advancement in the
Charlotte road lodging by help of 20 representatives of referred to wander. Sampling- Sampling is another of most imperative strategy in the examination
philosophy through which some gathering of individuals can choose from substantial
number of populaces (Aaker, 2011). In this viewpoint, researcher can choose some
individual as an example and gather data from them. In the flow think about, analyst has
utilized arbitrary inspecting strategy under which 20 workers of Charlotte road inn has
been chosen as test estimate.
 Research techniques- Research strategy is another of the essential research technique in
look into philosophy through which data can gather, examine and decipher for ultimate
result. With help of research system, examiner can gather and break down the data for
discover the correct arrangement of research issue. Research strategy can have isolated
into two techniques that is subjective and quantitative. With regards to subjective
research system, look into centres upon changed hypotheses and models as to
comprehend the real issue of research successfully and proficiently (Edward, 2000). Then
again in the quantitative research method, different factual and numerical approach can
execute for discover the result of examination. In the momentum ponder, for examine
effect of computerized innovation on the development and advancement inside private
venture undertaking, scientist have connected subjective research strategy (Halal, 2003).
P4
In the present research study, scholar have conducted survey for collecting data or facts
about the impact of digital technology. In this survey, in order to collect information, scholar
have designed systematic questionnaire which are as follows-
1 Since, how long you are working in the Charlotte Street hotel?
 From last 6 months
 From 1 to 2 year
 From 2 to 3 year
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 More than 4
2 Do you think that Charlotte street hotel have implemented digital technology in its business
operation?
 Yes
 No
3 Is Charlotte street hotel have designed its personal website on the internet?
 Yes
 No
4 Do you approve that your business takes the order and booking of services on the social
media?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
5 Do you agree that procedure and performance of your business can be improved after
employment of digital technology?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
6 Which kind of issue major faced by organisation at the time of implementation of digital
technology?
 Related to cost
 Related to training and development
 Time consuming
 Lack of knowledge
 Other
7 Do you agree that with help of digital technology, your business have overcome its paper
work?
 Strongly agree
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 Agree
 Disagree
 Strongly disagree
8 By implementing digital technology, customer services of Charlotte street hotel have improved
or not?
 Improved
 Decline
 Can't say
9 Is functional department use various software and application for carry out their business
activities and functions?
 Yes
 No
10 Do you think that Charlotte street hotel should improve its performance by use of digital
technology?
 Yes
 No
11 Recommend the strategies and criteria through which business performance and operation can
improve buy use of digital technologies
Finding and Interpretation
Theme 1: Employees are working in the Charlotte Street hotel
From how long you are working in the Charlotte Street hotel ? Frequency
From last 6 months 3
From 1 to 2 year 5
From 2 to 3 year 8
More than 4 4
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