Research Project: Digital Technologies Impact on Covent Garden Hotel

This report investigates the impact of digital technologies on the business operations of Covent Garden Hotel, a small to medium-sized enterprise (SME) in the UK. The research employs a mixed-methods approach, including primary data collection through surveys with hotel managers and secondary data from academic articles. The study utilizes thematic analysis to interpret the collected data, focusing on managers' perceptions of digital technology's influence on business performance, essential requirements for adoption, and potential benefits. The findings reveal that digital technologies are viewed positively, enhancing productivity, marketability, and overall business efficiency. The report discusses research outcomes, significance, and offers recommendations for improved data collection and strategic implementation, reflecting on the research methods used and suggesting alternative methodologies for future studies. The report concludes by emphasizing the potential of digital technologies to enhance the hotel's performance and service quality.

RESEARCH PROJECT

TABLE OF CONTENTS
TOPIC..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1) Research proposal............................................................................................................1
P2) Research methods............................................................................................................3
M1) Research approaches and justification on selected method............................................3
D1) Critical evaluation on research methods.........................................................................4
Activities and Time plan..................................................................................................................4
LO 2.................................................................................................................................................6
P3) Research methods and data collection.............................................................................6
P4) Analytical tools for research findings and data collection...............................................6
M2) Critical evaluation on research and data findings.........................................................13
LO 3...............................................................................................................................................14
P5) Discussion on research outcomes..................................................................................14
M3) Significance of research outcomes to met goals...........................................................14
D2) Critical evaluation on research outcomes and recommendations.................................14
LO 4...............................................................................................................................................15
P6) Reflection on research methods for meeting its goals...................................................15
P7) Alternative research methodologies...............................................................................15
M4) Critical evaluation and recommended actions for improvements................................16
D3) Reflection on research process......................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................19

ILLUSTRATION INDEX
Illustration 1: Current business performance of Covent Garden hotel............................................6
Illustration 2: Essential of using digital technologies......................................................................7
Illustration 3: Requirements of adopting digital technologies for the small scale entity.................8
Illustration 4: positive aspect of digital technologies.....................................................................9
Illustration 5: Department which is accountable for this new creation........................................10
Illustration 6: Critical evaluation on adopting digital technologies ..............................................11
Illustration 7: Forecasting on business operations of Covent Garden hotel..................................12

TOPIC
“To identify the impact of using digital technologies on small and medium sized enterprises: A
case study on Covent Garden hotel”.
INTRODUCTION
Digital technologies influence on business performance of any entity also generate variety of ideas
for further implementations. It is beneficial for increasing profitability and market advantages at higher
level. Present report is based on understanding the significance of digital technologies on business
operations of Covent Garden hotel. It is a small scale food serving and hospitalisation provider of the UK.
In this regard, research methods and entity's managers' views on using digital technologies for the entity
are discussed.
LO 1
In appendix
LO 2
P3) Research methods and data collection
Research is done through conducting survey at primary and secondary level by which different
ideas are generated for improving business performance of Covent Garden hotel (Efimova and et.al.,
2015). However, for analysing current business and market position researcher surveys as face to face
interview, asking questions directly, cluster and individual survey etc. In this regard, investigator is to
collect data through survey with 5 managers of the hotel by which its actual performance can be
identified. Similarly, variety of ideas are generated for future implementations and decision making
appropriately. However, information regarding understanding usefulness of digital technologies on SME
is also to collect through reading articles of different authors. In this process, investigator is to read
articles for collecting requirement of using digital technologies for improvement of small business entity
and improving its quality services at higher level. Thus, for data collection process, researcher is to
gathered information using these tools for appropriate decision making and further implementations
effectively.
Data Analysis
Data analysis is considered to be essential part of the research. It is the process of synthesising and
analysing the collected data so that meaningful information can be obtained. In the present research study,
researcher has used thematic analysis for analysing collected data. Themes have been formulated for each
questions and it has been demonstrated by using charts and tables. Thematic analysis is effective and

efficient manner of conducting data analysis and readers can comprehend the data effectively and
efficiently.
P4) Analytical tools for research findings and data collection
Researcher is to collect data through organising survey with 5 managers of Covent Garden hotel
as to collect their opinions on usefulness of digital technologies for its operations (Setia, Venkatesh and
Joglekar, 2013). For this purpose, he is to prepare a questionnaire consists of questions' list regarding
business performance using these technologies. However, questionnaire for asking questions is to be
identified as (See appendix 1st). In order to analyse the data, thematic analysis has been used. Different
themes has been formulated that are based on the questions asked. The thematic analysis is described
below:
Findings on collected data:
Collected data as managers' views on importance of using digital technologies can be understood
as follows thematically:
Theme 1: Actual business performance of Covent Garden hotel
Effective 3
Adequate 1
Moderate 1
Decreased 0
Total number of
respondents 5

Interpretation: At first, researcher asks about current business and market performance of Covent
Garden hotel as using digital technologies. In accordance to this, it is evaluated that 3 out of 5 express that
it is effective also can be maintained and improved for the further years. However, it is identified that
digital technologies for the business operations impacted on its performance increasingly.
Theme 2: Essential of using digital technologies
Yes 4
No 1
Total number of
respondents 5
Effective Adequate Moderate Decreased
0
0.5
1
1.5
2
2.5
3
Column C
Illustration 1: Current business performance of Covent Garden hotel

Interpretation: It is research of analysing that how many respondents are agreed with essential of
using digital technology for Covent Garden hotel. It is evaluated that 4 out 5 favoured for the
implementing digital technologies for the small scale enterprise influences further operations effectively.
Theme 3: Requirements of adopting digital technologies for the entity
For increasing productivity and profit level 1
For making business operations more easy and convenient 1
To enhance marketability and competitiveness at higher level 2
For managing entire business operations efficiently 1
Total number of respondents 5
Yes
No
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Column C
Illustration 2: Essential of using digital technologies

Interpretation: According to this research, requirement of using digital technologies has been
identified for small scale entity. It is presented in bie graph orange colour presents for convenient
business operations, blue for increasing productivity, green for managing entire business activities as well
yellow for enhancing marketability of the entity. However, most of the respondents favoured for its
essential in terms of increasing marketability and competitiveness at higher level.
Theme 4: Positive aspect of digital technologies
Time consuming 3
Economic 1
Generate ideas for further implementations 1
Total number of respondents 5
1
1
2
1
For increasing productivity and
profit level
For making business
operations more easy and
convenient
To enhance marketability and
competitiveness at higher level
For managing entire business
operations efficiently
Illustration 3: Requirements of adopting digital technologies for the small scale entity

Interpretation: It is interpreted that using digital technologies is helpful for consuming time at
most. For instance; sharing information, marketing, contacting with clients and customers and so on.
Therefore, appropriate decisions can be made for business operations and improving its services
effectively.
Theme 5: Department which is accountable for the innovative creation
Marketing 3
Finance 0
HR department 1
Production-operation department 1
Total number of respondents 5
Time consuming
Economic
Generate ideas for further implementations
0
0.5
1
1.5
2
2.5
3
Column C
Illustration 4: positive aspect of digital technologies

Interpretation: In this research, investigator asks with managers that which functional department
is responsible for adopting digital technologies and creating innovations. It is identified that 3 out 5
favoured for marketing department because for marketing awareness and getting update with new
creations in business implementations by other entities.
Theme 6: Critical evaluation on using digital technologies for the small scale unit
Expensive 3
Changes in prices 1
Changes in people's interest towards
food and accommodation services 1
Total number of respondents 5
Marketing
Finance
HR department
Production-operation department
0 0.5 1 1.5 2 2.5 3 3.5
Column C
Illustration 5: Department which is accountable for this new creation

Interpretation: It is critical evaluation for adopting digital technologies for the small scale
enterprise. In this regard, bie graph is presented where blue colour represents for number of respondents
who said expensive, yellow says changes in people's interests towards services as well orange for
fluctuations in market prices. However, 3 respondents out of them express that purchasing new machinery
equipment is costly impacted on monetary performance of the entity adversely.
Theme 7: Forecasting on business performance of Covent Garden hotel using digital
technologies
Effective 2
Increasing 2
Neutral 1
Decreasing 0
Total number of
respondents 5
3 1
1
Expensive
Changes in prices
Changes in people's interest
towards food and
accommodation services
Illustration 6: Critical evaluation on adopting digital technologies

Interpretation: In the end, researcher asks for forecasting on using digital technologies for
business operations of Covent Garden hotel in the future time. However, 4 out 5 responded that it will be
effective and developing in terms of food qualities and accommodation for the SME. Including this, entire
business operations will be managed appropriately impact on its effectiveness and implementations.
M2) Critical evaluation on research and data findings
It is recognised that research is done effectively for identifying managers' opinion on influence of
using digital technologies for Covent Garden hotel. In this regard, variety of ideas are generated for
increasing entity's effectiveness and managing entire business operations (Cleary, Horsfall and Hayter,
2014). On critical evaluation, it is evaluated that research and data findings as well decision making for
future operations may be ineffective due to changes in business operations. Including this, differences in
opinions are generated which impacted on mutual decision as well business operations adversely.
Therefore, it is needed to consider all these factors for implementing further business operations as well
appropriate decision making effectively.
LO 3
P5) Discussion on research outcomes
It is analysed that managers give positive respond on impact of using digital technologies for
business operations of the entity. In this regard, most of them favoured for these technologies and
Effective Increasing Neutral Decreasing
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Column C
Illustration 7: Forecasting on business operations of Covent Garden hotel