The Role of Digital Technology in the Hospitality Industry: Marriott

This research project investigates the influence of digital technology on the hospitality sector, with a specific focus on Marriott. The study delves into the application of digital tools and techniques, examining their impact on customer engagement, marketing strategies, and overall profitability. The project explores various aspects, including the socioeconomic effects of digital technology, the different components of digital technology, and the correlation between digital technology and marketing activities. Furthermore, the research aims to identify strategies that Marriott can employ to enhance its profitability and productivity through digital advancements. The project covers a literature review, research methodology, data collection and analysis, and concludes with recommendations and areas for further research.

RESEARCH PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................3
1.1 Research proposal.................................................................................................................3
CHAPTER 2....................................................................................................................................5
Literature review ........................................................................................................................5
CHAPTER 3....................................................................................................................................9
3.1 Research approach................................................................................................................9
3.2 Methodology.........................................................................................................................9
CHAPTER 4 Data Collection and analysis ..................................................................................12
4.1 Data Collection....................................................................................................................12
4.2 Data presentation, analysis and discussion.........................................................................13
CHAPTER 5: CONCLUSION and RECOMMENDATION .......................................................25
5.1 CONCLUSION ..................................................................................................................25
5.2 Recommendation.................................................................................................................25
CHAPTER 6: PERSONAL REFLECTIVE .................................................................................27
6.1 Areas for further research....................................................................................................27
.........................................................................................................................................28
REFERENCES .............................................................................................................................30
APPENDIX ...................................................................................................................................32

CHAPTER 1 INTRODUCTION
Title: “ To identify the importance of digital technology on hospitality industry : A case
study is based on hotel Marriott”.
1.1 Research proposal
Research project specification
Introduction
Identify the impacts of digital technology on the Marriott hospitality organization has
very wide scope. All organizations are using technological advancement in their structure to
improve the quality and performance of their product and employees. It also reduces the
operating cost and develop productivity in attaining the objectives with more efficiency. Digital
technology create a huge change in the marketplace. With the using of these advancements'
hospitality industry can attract more customers towards their business to purchase more products.
There are different techniques which can be used by Marriott hotel such as internet, websites and
texting. Marriott hotel is considered as hospitality industry which plays a role as a supplier to
tourism industry. Marriott hotel is one of the best hotel in hospitality industry which is using
higher range of digital technology to increase the growth of its business. Digital technology
generally impact in positive manner on the organizations. But there are limitations as
well(Shifrin and et.al., 2015).
Rational
Digital technology has huge and positive affects on the Marriott hospitality organization.
It is the way by which company can enhance the experience of its employees and customers.
Mobilization helps the organization to focus on the customer by providing the creative and
innovative solutions as online payments, bookings and loyalty programs. With the digitization,
customers have a wide range to evaluate the information of various brands. Consumers can
search the data and content before traveling. They also can compare the different destination
options it means organization has to provide better quality of the product which they offered. The
main importance of digitization is that an industry can know its customer, personalize its offer,
decrease its cost, improve its performance, can take green initiatives, increase communication
flows and can reduce the waiting time. Digital transformation makes the higher competitive
market among hospitality industry such as self check in, electronic key cards, personalized and
smart. Both business and employee can get advantages through digitization. Technologies which

are using by Marriott hotel is internet, reservation systems, computer systems and mobile
communication. It also improves the learning system of the structure(Bell, Bishop and
Przybylski, 2015). It allows a huge collection of data and contents. Through this there are several
areas in which modifications exist such as recruitment and selection process, technology
adoption, utility service evolution, strategy process and training and development process.
Aims
“ To evaluate the outcomes and phenomenon of digital technology on hospitality industry : A
case study is based on hotel Marriott”
Objectives
 To evaluate the impacts of digital technology in hospitality industry
 To analysis tools and techniques of digital technology to influence customers in Marriott
hotel.
 To identify the relationship between the impacts of digital technology in selected hospital
industry and marketing activities.
 To recommend the strategies or ways to Marriott to ensure large profitability ratio.
Research Question
 How data and technologies could be find by the Marriott ?
 How company implement the digital technology to improve productivity functions ? What are the steps needs to be taken by the company to make managerial function smore
productive?
Reasons for research
This research is conducted due to addition the level of cognition about the digitization
over the Marriott hospitality organization which also affect the tourism industry because it plays
as a supplier of the tourism sector(Fitzgerald and et.al., 2014). As this report is analyzing the
different tools and techniques of digitization hence employees can increase their skills and
knowledge about the advancement. By this research an individual can easily distinguish the
forms of digitization and digital preservation. Hospitality industry can attain success through
explore the emerging trends of digital technology and digital marketing. Reasons for this
research can be understand by following points :
 Cognition of outer components : If Marriott hospitality organization desire to evolve their
enterprise or enlarge their structure than it is needful to explore what will be the

consequence of digital technology due to alteration on their enlargement and elaboration
of structure. Due to this industry can denote the internal and external both factors in the
context of digitization or globalization.
 Raising the ratio of productivity : By conducting this research, Marriott hospitality
organization can better their execution level thus accumulated ratio of productiveness
level will be attained automatically. Marriott hotel can overcome the destructive effects
through this research and raise the affirmative impacts by improving their imperfections.
After analyzed the impacts of digitization, Marriott can develop their plan of action
regarding to decision making and also can implement the modified strategies in their
procedures. Hospitality industries has to be much negotiable and flexible to evaluate the
changes of environment because only adaptable industries can maintain its position into
competitive market(Haight, Quan-Haase and Corbett, 2014).

CHAPTER 2
Literature review
Theme 1 Evaluate the phenomenon and impacts of digital technology in Marriott hospitality
organization
According to the view of Oldham and Da Silva, (2015) Digital is usually refers to digital
electronics, digital cameras, digital versus and digital computer. Phenomena of digital
technology consider socioeconomic factor which includes digital culture, digital divide and
digital economy. Digital culture is the social science conception of the social modifications.
Digital divide is a kind of economical and ethical difference in approach to or use of substance
and connection applications. Digital economy is based on calculating and telecommunications
resources. Generally there is a positive impacts on the hospitality industry of digital technology.
Digital technology affect the marketing strategy of Marriott hotel. It provides assist to grow and
develop the strategies and plans to reach more consumers and gain success. Impacts can be
viewed as an asset for the industry. There are different approaches which can explained the
importance of digital technology such as continued connectivity and personalized experience.
Personalized experience is other manner of new technology will assist hospitality industry to
exploit their consumer relations. Augmented-reality applications have already been formulated
that display the behavior of customers. Some other form of digital rationalization will probable
be in the kind of visual communication. People are utilized to video advertising through
commercialization, and while these are marked, the net and analytic assist to constrictive the
direction even further (Tatlow-Golden, Verdoodt and Boyland, 2017.). This refers that industries
can create more customized video recording content and target it to the consumers who could
welfare from it the almost. Accumulated connectivity is evident in belongings like the Net of
Things technology, where consumers can exercise an application from a mobile device to control
a commodity, as well as vocalization subordinate like Siri that can assist response inquiry on
request. For small hospitality industries, there are different digital ways which they can use to be
considered in the indistinguishable mentions as large hospitality industries. Its impact on
operating costs, improved communication, increased productivity, broaden customer bases and
collaboration. Technology has modified the manner organization demeanor concern by
sanctioning micro businesses to level the performing tract with macro organizations. Micro
enterprises are generally used technological tools in their planning process to gain more

profitability and outcomes This permit proprietor to make transactions using the most impressive
technology accessible. Owners of the hospitality industry can also exercise technology to make
bonded environments for keeping sensitive enterprise or consumer substance. Many types of
concern application or software system programs are user-friendly and permit industry owners
with only minor backgrounds in information technology to make the most of their tools and
features.
Theme 2 Analysis elements of digital technology to make growth in Marriott hotel.
As per the view of (Kehoe and Mateer, 2015) There are various elements of technology
which can be used by company to grow and expand its business. Usually there are nine
components of digital technology such as digital access, commerce, communication, literacy,
etiquette, law, rights and responsibilities, health and safety or security. Digital access is refers to
full electronic involvement in society. Digital commerce refers to purchase and sale process of
products online. Digital literacy refers to the knowledge about the tools that how to use and when
to use. Etiquette means the standards of conduct expected by other digital technology uses. Law
that legal rights and restrictions governing technology use. Rights to extended all the technology
users. These are also known as digital citizenship. Digital citizenship is an idea that spread
through the digital global and concern to accountable utilization of contemporary and modern
technology. Kindred to playing in proper demeanor in society, the same necessities should be
achieved in the digital worldwide. Both students and teachers who regularly use the internet can
be considered digital citizens. Accordingly, they must act duty, demonstration etiquette, and
honor the secrecy of others as well as themselves.
Theme 3 Interrelate the impacts of digital technology in selected hospital industry and marketing
activities
According to (Bell, Bishop and Przybylski, 2015) There are interrelation between the
market activities and digital technology. Many of the factors of technology are involved in
marketing strategy such as communication, content and connection. Communication involves
segmentation, targeting, differentiation, positioning and strategies. While content includes better
product, content, company and competitive. Connection include consumers, company and
competitors. Technologies to improve marketing strategy are data management, technology of
data collection and technology's characteristics (Oldham and Da Silva, 2015.). There are

different models which show that technology has a major impact on strategy of marketing.
Marketing strategy is a primary area of an organization including various components that are
integrated to develop a rivalry marketing strategy. The model has diode to the recognition that
technology track to satisfaction of customers as it has an affirmative effect on consumer
experience. This is because the theory determines that each ingredient of marketing strategy
considers to the creation of a constructive relation between the consumer and the brand name and
organization. Technology factors gives a huge support to the marketing strategies. Marketers use
different types of methods to collect information and data such as primary research and
secondary research with the advent of advancement of digital technology such as E-mail,
telephone interviews and personal interviews. These all factors of technology increased their
capabilities of marketing strategy. Marketers can collect and gather relevant data through
transmission control protocol. Technology has pleased the improvement of relationship
marketing, which better the kinship between the consumer and organization equivalence to the
conventional transaction marketing mix involving the 4P’s. Impressive marketing strategies are
today focused on kinship marketing to bear and draw in consumers by achieving consumer
gratification, by get the better of problems to users satisfaction. Generally technology has an
impact on the core activities of the marketing strategy which are usually connected to the
profitability margin with satisfying the customers. Interactive technology helps the company in
directly connect with the customers(Van Ark, 2016). It also eased mass marketing which offers
customized and personalized marketing services. Technology gives the diverse way to deal with
customers in effective manner due to features and nature of technology permit it to execute these
activities and are identifying new and broad applications in marketing. Tools of digitization
provide information to the company about the market place and customer behavior. Find out the
effective data management system then develop, organize and interpret is necessary for
achieving success and attain higher range of profitability.
Theme 4 Find ways through Marriott hotel increase there profitability and productivity
As per (Kehoe and Mateer, 2015)Approach to substance boosts ratio of productivity and
reduces risk. Businesses are making more wealth and have less misadventure if their workers
have the exact information, when they require it. Digital substances enable casual accession to
complex collections: they are quicker than paper-based method and assure standardization across
business concern units. Progressively digitization, considering mobile ones, are being utilized for

an increasing amount of functional applications in the procedure making strategy of the
organization. Field businessman input interpret, access confirmation and technological drawings,
path possession and stock list, and don’t want to expend time pen-pushing. Greater speed
provided by mobile equipment', accuracy and ratio in functional areas, which has a real effect on
business enterprise execution and safety. Digitization enables the hospitality industry by
providing more distributed team and information regarding to the decision making. It helps in
recognize that it is time to modify the operating model and how to start accepting and adapting
changes (Oldham and Da Silva, 2015). Digitization makes the supply chain more effective,
efficient, agile and customer focused. Digital enabled the supply chain of ecosystem and
traditional linear. Traditional supplier chain includes the supplier, production, distribution and
then last customer. While integrated supply chain includes all these factors in continuous process
which can be understand by following diagram :
Key trends which affect the business's growth such as cloud, analytic, big data, connection,
mobile, collaboration, social media and data velocity.

CHAPTER 3
3.1 Research approach
Mainly there are four types of approaches such as quantitative, qualitative, programmatic
and advocacy approach. These all approaches are related with different aspects such as
quantitative research is broadly related to the model of empiricism. Quantitative research is
generally used to quantify the issues and the problems by evaluating numerical data that can be
changed into statistics. These are more structured than other approaches and models of research.
This includes different methods of survey such as paper, online, kiosk and mobile survey. While
qualitative research is known as primarily exploratory research. It is used to uncover trends
which are in thought. These methods of collection vary using semi structured techniques. Some
common methods of qualitative research are observation, participation and individual interview.
To some degree, researchers choosing a democratic formulation spirit that the preparation to
investigate described so far do not respond to the needs or positions of people from marginalized
or assailable groups. Pragmatic researchers therefore allocation themselves the freedom to use
any of the model or technique, procedures and methods and typically attached with quantitative
or qualitative research. They recognize that every methods has its limit and that the different
theories can be antonymous. The pragmatical approach to tract of report concern exploitation the
method which appear the best suitable to the inquiry problem and not getting caught up in
humanistic discipline moderates about which is the foremost formulation
There are two kinds of research approach that is deductive and inductive research
approach present research will be based on deductive approach to analyze the data assumption
and facts of the study. There are different types of methods to analyze or conduct primary and
secondary research and these all methods are helping the business in gaining the success and
higher profitability. These tools and techniques are as follows :
Sampling : It is the best method which is used in primary research and this is divide into
two parts such as profitability and non profitability sampling. There are numerous sub division of
these both techniques such as profitability sampling includes simple random, stratified,
systematic, cluster and multi stage sampling while non profitability sampling includes quota,
panel, conclusion and snowball techniques. Sampling process consider assorted phases to be
completed such as basic step is to determine the group which should be reckon, second is to
specifying the exposure of sample distribution that which form of sampling will be done, third is

to define the sampling model, fourth is to ascertain the size of sample, next is to develop the plan
of sampling and last is sampling and data gathering (Foroudi, Gupta and Duda, 2017). There are
different advantages or disadvantages of sampling method as well. Samples are totally random in
nature that is why it is called random sampling as well. Profitability sampling method means it is
the chance of each unit in the world to get chosen for research is the identical. Samples are
totally random in nature in this method. That is why it is known as random sampling. In non
profitability sampling, the probability of each units in the world to get chosen for investigation is
not the same.
Data analysis : It is the process of evaluating the data by using different approaches and
methods to examine the each factors of data which is provided. It is necessary to analyzed the
data because data gathered from various sources. There are different tools of data analysis such
as tableau public, open refine, KNIME, rapid miner, google fusion table, NodeXL, Wolfram
Alpha, google search operators and solver. These all are the tools to analyzed data. Cost : As per
the present case study, the total cost required in conducting the research is £750. It is the cost by
which all the activities will be done in reported mode (Shifrin and et.al., 2015). Cost is the factor
which is continuously kept changing so it can not be per-determined. These costs are variable
cost which are varied according to the situation and changes in the price. Cost include all the
expenditures of conducting primary and secondary research. Generally these costs are
determined by top level management.
Research philosophy : it is the another most productive and crucial part of research
methodology that is required to implement in the study. There are mainly two types of
philosophies are there positivism and interpretivism. This also helps to define the research aims
into more specific manner. Present study will take interpretivism method to conduct further study
That helps to contain the long lasting goals to make them all research goals more specific.
Data Collection : data collection is the most important methodology to conduct study
into deeper manner. Besides, data collection have two methods primary and secondary. Present
study will be taken both data collection technique to identify the better research objectives and
planning goals. Primary will be taking questionnaire survey to collect data from respondents.
Researcher chosen employees of the organization to conduct primary survey. Besides, for
secondary research it will be taken books, journals, articles etc.

Access : Research can be accessible through different operations and functions. The main
factor by which research is accessible is social media. With the helping of sources of social
media, a researcher can get all the relevant information and data. Generally these social medias
provide helps in secondary research because primary research gather information that has not
been collected and gathered before. But secondary research gather information through available
options such as from internet, websites or so on.
Quality : This is midpoint part that investigator and organization has to be hold up the
attributes and the quality of the products and services. It is an essential to keep the position in the
marketplace to better the quality modular to worldwide levels. It plays a crucial role to assure
that all giving standards are achieved and quality of the goods are in control. If administration
has an impressive tool of quality control than these following are the advantages can be attained
such as deceasing the imperfection in the products due to less changeable cost related to indirect
material and indirect labor, Drop-off wastage, trash and wastage, Ability to make the best quality
products with quality maintenance, definite quantity for assessment bring down directive to
decrease in maintenance cost, high scope of satisfied customers, Addition in worker motivation
and consciousness of quality. Quality can be analyzed by different methods and tools(Taylor,
RFritsch, and Liederbach, 2014).
Ethical Consideration: Ethical consideration is the effective and better values address
question of what sense of matter of fact. Ethical consideration is another factor of research
methodology which helps researcher to adopt better technological level in order to evaluate the
better technological. Researcher should abide some code of conduct while handling the business
activities. Under which helps to make the better opportunity and growth. Investigator should not
be harmed to anyone , scholar should give respect to participant,