Business Research Project: Digital Technology and Qbic Hotel Analysis

This business research project investigates the effectiveness of digital technology on business activities, using Qbic Hotel as a case study. The project begins with an introduction outlining the research description, aim, objectives, and rationale. Chapter 2 provides a comprehensive literature review, examining digital technology usage, challenges in implementation, and the influence of new technologies on hotel operations. The review covers topics such as the use of smartphones, virtual reality, and smart beacons. The research methodology, including the interpretivism philosophy and descriptive research design, is detailed in Chapter 3. The study aims to determine digital technologies used by hotels, assess their influence on business activities, identify challenges, and suggest effective implementation strategies for Qbic Hotel. The project analyzes the impact of digital technologies on business activities, focusing on the impact on operating costs, communication, and productivity.

BUSINESS RESEARCH
PROJECT

CHAPTER 1: INTRODUCTION
Research project description
The hotel industry is growing with the rapid speed. Digital technologies are providing
new business opportunities to the hotel firms and giving them chance to expand their business
across the world. Technological revolution has given chance to the entities to implements
innovative ideas in order to make connection with mass audience. Small business are
implementing these technologies in workplace for their future expansion. Mobile digital devices,
smartphones, tablets etc. have changed consumer behaviour (Pagani and Pardo, 2017). Now most
of the people are using internet and they prefer to buy products online. In the recent time, hotel
industry is taking support of various equipment.. Customers are life blood of the business. They
are essential stakeholder of entity and work as advertisers of the firm. If they are satisfied then
they give positive feedback to others about products and services of the entity. These
technologies allow corporation in making connection with the mass audience and gaining their
attention. By this way company becomes able to identify their needs and wants and become able
to offer them satisfactoriness goods and services (Hanelt and et.al, 2015).
Digital technologies impact on business activities of the firm. These techniques help
organization in improves inter office communication an intra-office coordination. It assists in
increasing productivity and profitability of business unit to great extent. Present study will
discuss impact of digital technologies on business activities. It will involve various kinds of
techniques that are used by entities in order to improve their operations.
Purpose of the research
Aim
“To analyses effectiveness of digital technology on business activities: A study on Qbic hotel”
Objectives
 To determine various digital technologies used by hotels
 To access influence of new digital technologies on business activities of Qbic hotel
 To identify key challenges that face by entity in implementing digital technologies. To suggest ways through which Qbic hotel can implement digital technologies
effectively.
Research questions
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 Explain various digital technologies used by hotels?
 How new digital technologies influence business activities of Qbic hotel?
 What are the key challenges that face by entity in implementing digital technologies?
 Explain ways through which Qbic hotel can implement digital technologies effectively?
Rationale
Scholar has huge interest in this topic thus, individual has selected this subject for
investigation. Scholar has worked in the hotel firm where person has realised importance of
digital technologies in the firm (Hildebrandt and et.al, 2015). Experience of this field and
interesting areas both are the reason of carrying out study on impact of digital technology on
business activities. Furthermore, there are many researches have been conducted on the same
topic. Thus, scholar has availability of huge data. This information can support researcher in
finding accurate results and answering these unanswered questions. Digital revolution has
changed scenario of business units thus, it is a burning issue.
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Activities and time scale
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CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review can be defined as evaluation of previous literature that have been
prepared on the same topic. It is the theoretical analysis aspect that assist researcher in
determining nature of the study (Taylor, Bogdan and DeVault, 2015). It involves books, journals,
internet articles in the study so that in-depth understanding about topic can be developed. Present
study is based on impact of digital technologies on business activities. In this chapter scholar will
review earlier articles of other authors on the same topic. Furthermore, evaluation of these
reports will be done in order to answer these research questions.
Literature Review
Theme 1: Digital technologies use by modern business
According to Hinings, Gegenhuber and Greenwood, (2018), in today's many people have
smart phones with 4g technology and using internet through their smart phones. People are
became the driving force for an in-depth integration of techno-solutions into the hotel routine,
since they demand total personalization, tailored offers and seamless interactions across any
possible channels. In digital technology there are all types of electronic equipment and
applications that use information in the form of numeric codes. Adopting digital technology into
a hotel business will rely on a clear and focussed strategy, strong leadership and increase product
demand. Here some methods of digital technology useful for hotel industry
According to Vanselow, (2018), a survey report there are more than 90 percent of
consumers are using their phones in the shopping process, and according to think with Google
consumers are also using their phones as an “in- research adviser”. Most of the hotel
shopkeepers consult their phones on purchases they are about to make in. Successful hoteliers
use a new method to increase their customer preference that is they are now proactively boosting
their in- experience with their own mobile initiatives to be a larger part of the conversation. A
new trend comes is customers can walk with Virtual Reality goggles and try on items without
ever touching them physically. So it a faster with easier way for a customer and hostellers as
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well. And it is fun for the customer, and one more way to get him other in the digital or physical
door.
According to Wiesböck and et.al., (2017), it is the main different and most important
factor of online shopping rather than offline shopping. The modern day shopper is looking for a
time efficient experience. Service is expected to be immediate and they are even willing to
abandon their selected items if it all takes too long.
As per the view of Vanselow, (2018), a different and smart way to capture new customers
and hold them is smart beacons. Smart beacons work with Bluetooth to alert hoteliers when
customers are in the vicinity of their or signage so they can communicate with them at a targeted
time or range. In fact, smart beacons take targeted marketing to a whole new level. The
immediate data collection is also allowed by smart beacons for determining the effectiveness of
one's marketing campaign. It promotes the target customers and increasing sell. When consumers
use opt-in mobile apps, beacons can reach them on their devices as they enter the, making it
easier for them to quickly find what they want, notifying them of sales on specific items they
might be looking at in. It helps to hoteliers who use this technology it helps them understand
customer browsing and buying patterns, improve engagement and create more relevant offers for
customers.
Theme 2: Key challenges face by entity in implementing these digital technologies
As per the view of Vanselow, (2018), today's most important things facing by hotel
industry is digital transformation. The face of hotel industry is fully changed by the digital
customer. Digital customers are putting pressure on brands to adapt to this transformation. The
challenges faced by hoteliers to meet the increasing demands of customers are as follows:-
According to Vanselow, (2018), promises and perils of the digital transformation is the
first major challenges for achieving the goals of a particular business entity or a firm digital
technology has become important things. The recent research highlighted the difficulties in
evaluating the value generated by digital technology investments. The only one thing of digital
technology enable new types of innovation process that are particularly rapid and it is hard to
control and predict. So, hotel firms need dynamic tools to support them in managing their own
digital innovation efforts.
According to Singh and Hess, (2017), the second main challenge is to identify customer
needs and wants for satisfying them. Those customers who use online shopping do not shop the
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same way and same product as they used to back in the day. They use different sites or different
media also like amazon alibaba to search for a product not just Google, they also using social
media for their recommendation. Customer use their smart phones to read product reviews while
in and pay for purchases using all sorts of payment methods. It the challenge for e commerce
businesses.
According to Hinings, Gegenhuber and Greenwood, (2018), the third challenge is Lack
of a clear vision for a digital customer journey. It is also a challenge for online hoteliers because
if they become a successful hotelers and want to a good customer relationship, they should make
a clear and best vision for digital transformation. Often times, companies that are not succeeding
simply haven't painted a clear picture of what they want – or need – to be when they digitally
“grow up.” while clarify this vision the online firms take some steps for clarify this that is take
stock of assets, Study of markets to understand target customer's needs, Be on top of technology
trends and, Establish processes designed to generate portfolios of potential ideas for the future
state of the customer journey.
Theme 3: Influence of new digital technologies on business activities
As per the view of Hinings, Gegenhuber and Greenwood, (2018), the modern way to
operate and run a hotel business is fully changed from of line to online through digital
technology. The face and pace of hotel industry is changed by advance computer techniques and
communication whereby hotel firms have modified the business processes and as a result made
business to work efficiently. Technology affected business activities both positively and
negatively as well. Technology is profitable for hotel businesses like it facilitate cloud
computing, connectivity, downtime, customer segmentation and mobile solutions. It helps
businesses to be conducted in different ways and many businesses both small and large continue
to adapt and conduct activities in digital manner.
As per the view of Vanselow, (2018), Digital technology also put negative impacts like
increasing cost, depended on an employee whether they adopt or not, awareness is a compulsory
task etc.
Here some topics to defining the merits and demerits of digital technology in modern hotel
businesses
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According to Wiesböck and et.al., (2017), digital technologies impact on operating cost is
a good one thing because small business hoteliers can use technology to reduce business costs.
They use basic enterprise software to automate back office functions, like accounting, record
keeping and payroll etc. mobile technology also allow home offices.
Digital technology helps hoteliers to create secure environment for maintaining sensitive
businesses or customer information. Different types of software programs are user friendly and
allows with only minor backgrounds in information technology to make the most of their tools
and features.
Technology also help to small business to improve their communication process.
Hoteliers improved their communication with customer by use of emails, texting, websites, and
apps. By using several types of information technology communication methods enable
companies to saturate the economic market (Vanselow, 2018). Another aspect of using
technology is to increase productivity. Hoteliers can increase their employees' productivity
through the use of technology. Computer programs and business software usually allow
employees to process more information than manual methods. Business owners can also
implement business technology to reduce the amount of human labour in business functions.
As per the view of Vanselow, (2018), Disconnectedness, people can disconnected from
final products and each other. This can lead to dissatisfaction or workplace boredom. If more
employee utilize technology in everyday communication, messages are being misunderstood,
often making workers appear rude. There are also some points related to loss of excessive use of
digital technology like makes employees lazy, causes distraction at work, etc.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered as tool that support researcher in conducting
investigation in systematic manner. By using these tools and techniques scholar try to search
unanswered questions systematically (Flick, 2015). In order to conduct the study on effectiveness
of technologies for raising business performance, scholar will apply interpretivism philosophy.
By using this method researcher has involved human being in the study. Scholar has applied
various theories and models in order to answer these research questions significantly.
Furthermore, in order to complete this research, researcher has used descriptive research design.
This has supported investigator in describing each fact about digital technologies and how it
influences operational efficiency of enterprise (Vaioleti, 2016).
Research Approach
Research approach is the tool that describes approach of carrying out the research.
Inductive and deductive both methods are unique and are applied in research projects. Inductive
method is technique in which researcher focus on a specific topic and look at the patterns (Smith,
2015). This supports in developing new theory about the topic. It mainly concentrates on
gathering information by involving human being in the study. These persons give real detail
about the topic and enhance awareness of the scholar about the research area. It is generally
applies in the qualitative type of research projects. Deductive tool is generally applies in
quantitative type of investigations. In this method, hypotheses are formed and tested for finding
results (Taylor, Bogdan and DeVault, 2015). Deductive approach is generally used in
quantitative type of projects.
In the present study, researcher has applied inductive research approach. This supported
scholar in generating valid results.
Research type
There are two types of researches: Qualitative and quantitative. Qualitative study has high
emphasis on assessing and evaluating underlying facts or opinions. Quantitative
investigation is done where solution of the issue is based on numeric facts and figures.
Hence, in the current study, qualitative research type has been selected for ascertaining the
influence of digital technological aspects on the growth and performance of QBIC hotel.
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Hence, by evaluating qualitative aspects such as digital technological trends, customer
awareness, etc. solution of the concerned issue has been assessed.
Research philosophy
interpretivism and positivism are two philosophies. In research, interpretivism philosophy
is used when qualitative study carried out. In contrast to this, positivism philosophy is employed
and suitable under quantitative research type. Hence, for assessing the impact of digital
technological aspects on the sales performance of Qbic hotel interpretivism philosophy has been
selected. In accordance with such philosophy, emphasis will be placed on interpreting qualitative
facts and figures related to the digital technological aspects and firm’s performance.
Methodologies
Sampling
Selection of samples from the population is called sampling. By selecting few human
participants in the study scholar try to gather first-hand information from these people. This
enhances knowledge and understanding of the researcher and individual becomes able to answer
these questions. Several sampling techniques used in the research projects are such as simple
random, stratified, Sequential, Quoto etc. All these techniques are being applied in different
kinds of studies. In the present research project on effectiveness of digital technology's for raisng
business performance, random sampling method has been applied (Vaioleti, 2016). This has
supported scholar in selecting participants randomly and finding answers without bias.
Data collection
To ascertain the changes in hotel industries in the recent times in relation with various
factors such as sales, profitability, revenue and operational practices there is need to have
appropriate survey and observation over the facts which will be useful to haver satisfactory
implications. Moreover, in relation with having appropriate knowledge and information related
with the technical changes influenced the performance of industries in the recent times there will
be determination of various facts and operations. There are two methods of collecting
informative data and collection of appropriate information with the help of primary and
secondary data analysis. Here, researchers have proposed to conduct the primary research over
10 professionals of Qbic hotel. There has been appropriate information and the knowledge
relevant with the behaviour and preferences based on their decisions.
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Data Analysis
The prepared set of questions will be asked to the respondents and it will be analysing on
the basis of pictorial presentational. Therefore, it will be helpful as to meet the satisfactory
requirements of business professionals. Thus, on the basis of such outcomes there has been
appropriate determination of the required level of changes in the technological framework of
business. Thus, the opinions and the personal reviews of such personnel will be beneficial as to
decide required changes in the operational practices of Qbic hotel.
Cost, access and ethical consideration
In the field of research, scholar is required to comply with all the ethical aspects which in
turn help in enhancing the effectiveness of study. For meeting ethical aspects or consideration
prior permission has been taken from the personnel of Qbic hotel. This in turn shows that
researcher has complied with the ethical aspects to a great extent. In addition to this, for giving
credit to other researchers, whose studies have been considered, reference list added by the
researcher. This in turn shows that past studies have been rephrased for the purpose of academic
literature rather than copied.
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