Evaluating Digital Technology's Impact: Hilton Hotel Case Study

This business research project investigates the impact of digital technology on the Hilton Hotel, focusing on various aspects such as customer service, operational efficiency, and market innovation. The report begins with an introduction outlining the research proposal, objectives, and methodology, including a literature review and detailed data collection methods through surveys. Data presentation and analysis are conducted, revealing insights into how digital technologies are implemented and perceived within the hotel, including employee training, customer information dissemination, and overall business performance improvements. The findings suggest that digital technology significantly fosters growth, enhances customer service, and improves operational processes. The report concludes with recommendations for further study, including the exploration of alternative research techniques, and highlights the positive impact of digital technology on the Hilton Hotel and the hospitality industry at large. The study underscores the importance of adaptability and strategic decision-making in leveraging digital tools for sustained success.

BUSINESS
RESEARCH
PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................3
1.1 Research proposal......................................................................................................................3
1. Research project specification............................................................................................3
2. Research Aim & Objectives...............................................................................................3
3. Reasons for research...........................................................................................................4
4. Activities & Time scale......................................................................................................4
CHAPTER 2 Literature review.......................................................................................................6
2.1 INTRODUCTION............................................................................................................6
2.2 literature review................................................................................................................6
CHAPTER 3 Methodologies...........................................................................................................8
3.1 Research approach............................................................................................................8
3.2 Methodologies..................................................................................................................9
CHAPTER 4....................................................................................................................................9
4.1 Data collection..................................................................................................................9
4.2 Data presentations and analysis......................................................................................11
CHAPTER 5 CONCLUSION & RECOMMENDATION............................................................15
5.1 Conclusion......................................................................................................................15
5.2 Recommendations..........................................................................................................16
CHAPTER 6..................................................................................................................................16
P6 Personal Reflective and Areas for further study.............................................................16
P7 Alternative research techniques......................................................................................17
REFERENCES..............................................................................................................................18
APPENDIX....................................................................................................................................19
Research Proposal Form (contd.).......................................................................................19
Research Ethics Approval Form........................................................................................28

CHAPTER 1 INTRODUCTION
Digital technology works as to generate stores and process data with help of electronic
transmission. Technological advancement seems to be as pre-dominant factor that refer as to
have embodiment of change such as device, culture or people (Dutta and Bose, 2015.). These are
the means by which hospitality industry can draw customers towards their commercial enterprise
for purchasing products and services. This industry can use E-mail, texting or internet site to
reinforced their abstraction between contrary sections and furnishing substances related to the
objectives. Hospitality industries are playing as a supplier of tourism industries. Thus, digital
technology has impact on both industries in generally positive manner. Hotel Hilton is one of the
best and five star industry in hospitality criteria. Small enterprises can bring down their mediate
expenditures through exploitation of digital technology.
1.1 Research proposal
1. Research project specification
To identify the impacts of digital technology on the hotel industry(as per case study of
hotel Hilton) has very vital area. All enterprises should reckon the technical progression in their
preparation procedure. It assists in to bring down the operative cost, developed communication
skills, raised productiveness, cooperation, and assist in attaining the goals with more efficiency.
Digital technology create antagonistically benefits in the marketplace. Administration procedure
is also in organized manner to precede. Technical advancement furnish the tools to the business
concern for breakdown tangled difficulties. It also assists in conclusion devising process. It
flexible the level of the best usage of resources which are constricted at the structure and
developed human resource management as well. Digital technology effects on business in
affirmative manner to gain the ratio of productivity.
2. Research Aim & Objectives
Aim “ To evaluate the consequences of digital technology on hospitality industry : A case study
is based on hotel Hilton”
objectives
 To measure the impacts of digital technologies on hospitality industry.
 To ascertain the execution of methods and tools of collecting data of digital technology in
hotel Hilton.

 To investigate the benefits and limitations of executing digital technology in hospitality
industry.
Research objectives
 Define the practices of technological advancement ?
 Evaluate the impacts on hotel Hilton of digitization ?
 Analyze the implications of globalization regard to digitization ?
3. Reasons for research
This research is conducted due to increase the level of knowledge about the digitization
over the companies and hospitality industries. As this report is conducting qualitative study of
digital tools and resources, we can increase the level of skills and improve the talents to collect
information and data. By this research a person can easily differentiate the forms of digitization
and digital preservation. A company can achieve success through research the impacts of digital
technology. Reasons can be understand through these points :
Knowledge of external factors: If a company want to develop their business or expand
their structure than it is necessary to research what will be the impacts of digital
technology due to changes on their expatiation of structure. Due to this research company
can identify the internal and external both factors in the context of digitization or
globalization.
Increase the productivity : by conducting this research, a company can improve their
performance level thus increased productivity level will be gained automatically.
Company can overcome the negative impacts through this research and increase the
positive impacts by improving their weaknesses. After analyses the impacts of
digitization, Hilton can make their strategy of decision making process and also can make
changes in their procedures. Hospitality industries has to be more flexible and adoptable
to accept the changes of environment because only adaptable industries can maintain its
position into competitive market.
4. Activities & Time scale
Activities 1th
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week

Finding
research
topic
Literature
Review
Drafting
of
methodol
ogy
Finishing
Proposal
Designing
questions
and pilot
research
Carrying
out &
recording
research
Data
analysis
and
making
graphs
Discussio
n and
Conclusio
n
Final
Report
editing &

completio
n
CHAPTER 2 Literature review
2.1 INTRODUCTION
Importance of digital technology in the context of hospitality industry as per case study of
hotel Hilton can be described in several ways such as it raise the creativity level in a structure.
By exploitation of the digital tools organization can succeed higher worldwide sales of products
and services. The impact of digital technology on hospitality industry is one of the most anxiety
part. In the last few period, the effect is rapidly increasing. This can be explained by following
points such as internet and communication.
Unbounded quantity of substance and information has brought into structure of an
organization or workplace by internet (Dutta and Bose, 2015). By this, company can approach a
lot of substances in a few seconds by downloading the web page. By this conversion, there have
been numerous changes in finance, wholesale and other industries.
2.2 literature review
THEME 1 The impacts of digital technologies on hospitality industry.
As per the view of Dutta, D. and Bose, I., 2015. There is a balanced possibilities for all
forms of organizations whether large or tiny. This is the big determinant of Digital Marketing on
hospitality industry that little finance is enough to acquire more rewards. For micro hospitality
industries, there are various digital means which they can use to be advised in the identical
reference as macro hospitality industries. However, an enterprise cannot be directed to ambit its
supreme point without it being promoted and marketed. Besides, it is necessary to publicize the
foremost goods in the market to attract and rope in new consumers to purchase it.
Company have a choice of financing big masses of wealth in the conventional methods of
merchandising but ratio is assured even when company exercise Online Merchandising at much
less value According to the view of Al-Eidan, (2017) Digitized style of Commercialization
enables the company to evaluate the aggregation that website acquire which, at the same, period
allows company to re-prepare the plan of actions accordingly. Regarding all the improvements
that commerce sector has made, there is an addition in condition for occupations as far as digital
marketing is concerned. All enterprises that survive is coating a concrete rivalry around the

global, hence it turns very hard to attracting customers. They have implicated the Digital
Marketing as a fundamental for their business concern expansion. digital plan of actions and
methods renders the commercial enterprises the probability of competing at the uppermost level
and spring them an opportunity to endure at the same time. Galore enterprises have already
started changing their plan of action and have commenced making strategies for marketing over
the medium of internet(Dutta and Bose, 2015.).
THEME 2 Methods and tools of digital technology
According to the Polonsky, M. J. and Waller, D. S., 2014. digital methods plays an
important role in identifying the factors of an organization. These methods generally include
three main aspects such as applications of methods analysis, visual material and digital tools
which support the researchers. Company can use different methods such as primary research,
secondary research. Primary data are collected through primary research and secondary data
collected through secondary research. In contrary to Hendrix and et.al., (2017) Methods of
primary research such as observation method, interview method and surveys. Surveys are the
best technique to gather primary data and information. Interviews such as group, qualitative,
quantitative, individual, selection and depth interview, unstructured, focused and clinical
interviews. Survey method is also known as questionnaire method in which a questionnaire sent
to persons with humble request to response in the term of answering the question. Questions in
this method are formed in definite order and the format is also easy to understood.
THEME 3 Benefits and limitations of executing digital technology
According to Turner, R., 2016. There are different advantages and disadvantages of
impact of digital technology due to its positive impacts and negative impacts. ADVANTAGES
such as Small town will acquire a possibility to detect new things through facilities of
digitalisation. With digital lockers, company can keep documents safely stored. Expectations of
loss would be decreased. Online service portal sites will reduce the vocal. All operations would
be crystal clear. Indian small towns will be welfare the most as with the form of digitization they
would be given with more of fundamental amenities(Dutta and Bose, 2015.).
DISADVANTAGES : People will use free Wi-Fi just for time pass which is current scenario in
metros. Authorities occupations might bring down which in twist may track to civil workers'
agitation.

As per the view of Martin and Kung, (2018) states that digital marketing can reach
marked customers or targeted customers more effectively, Internet Marketing viscus direct
outcomes and price effectual as well, it can compass a broader or even International Masses. The
outcomes are mensurable and can be individualized, it also assists in improved kinship with
customers and vantage the ability of social media. Disadvantages consider Internet marketing
drives can be derived, Curve sunken by too much online Ad Jumble, Not be suitable for the
goods, Concern higher level of rivalry, Merchandising reputation can be harmed by destructive
response, It is highly based on Practical applications which can be inclined to fault, is not yet
clench by all groups(Binder, 2016.).
CHAPTER 3 Methodologies
3.1 Research approach
There are four main approaches in research the project. Such as quantitative research,
qualitative research, programmatic approach and advocacy approach. Quantitative research is
generally related to with the empiricism model. It usually concerns grouping and change over
collection into quantitative form so that applied mathematics figuring can be made and reason
out drawn. Qualitative research is the formulation usually related to with the ethical
constructivist paradigm which intensiveness the ethical conception nature of reality.
It is about transcription, examine and endeavour to bring out the heavy signification and
importance of human behaviour and education, including antonymous feelings, actions and
emotions. Seekers are fascinated in gaining a wealthy and tangled understanding of people’s
education and not in acquiring substances which can be generalised to other bigger groups. The
pragmatical approach to field of study concern using the method which seems best appropriate to
the investigation trouble and not acquiring caught up in humanities moderates about which is the
foremost formulation.
Pragmatic researchers therefore allotment themselves the exemption to use any of the
methods, procedures and techniques and typically attached with quantitative or qualitative
research. They appreciate that every techniques has its boundaries and that the various
formulations can be antonymous. To some degree, seekers choosing a democratic approach spirit
that the formulation to explore represented so far do not react to the needs or positions of people
from marginalised or assailable groups. As they intent to take about affirmative alteration in the

lives of the investigation subjects, their formulation is erstwhile represented as liberate. It is not
an amoral stance(Binder, 2016.).
3.2 Methodologies
There are different techniques and tools are available in attaining better outcome in
hospitality industry These techniques are as follows :
 Sampling : In this way, it is essential to centring on the imaginative results that helps to
support powerfulness at workplace. With the help of the outcomes and consequences, it
can be announced that more than net profits and earnings will be germinate in proper
style.
 Research design : it assists in to plan all the activities accordingly. This is also essential
procedure in every structure. By this systematized way, organization can attain better
work ratio.
 Research philosophy : Investigation doctrine reckon organized operation in the
geographical area to achieve wanted outcomes at workplace. This means is the foremost
way to win more momentous effects at Hotel Hilton.
 limitations : In this way, due to insufficiency of time period and financial condition,
experts unable to collect more information. Further, issues also endure with assembling
collection and information which is needful at workplace.
 Data analysis : Enquiring of aggregation is also primary dimension that aid to refer
helpful components at workplace. In this way, collected data move to make sure than
intention and objective are accomplished with enviable consideration. There are assorted
methods and creatures to centring on the activity.
 Data collection : Accretion of information is also facilitative section that drama to adopt
essential outcomes at geographical point. Addition to this cognitive content process,
primary and secondary both factors of accumulation conveyance that play to complete
arranged results. Experts carries both techniques to succeed their scores and verifiable.
CHAPTER 4
4.1 Data collection
Questionnaire
1. Does Hilton hotel make use of new and upgraded technology.

 Yes
 No
 Not sure
2. Is digital technology helps to fostering the growth of hotel Hilton UK.
 Yes
 No
 Not sure
3. Do you believe digital technology helps to passing the information to customers in market.
 Yes
 No
 Not sure
4. In which area digital technology is need to be implemented by The Hotel Hilton UK.
 Operational department
 customer service departmental
 Marketing department
5. Do you believe digital technology will improve the performance of business enterprise.
 Yes
 No
 Not sure
6. Do you digital technology has positive impact over the function of business enterprise.
 Yes
 No
 Not sure
7. Does effective training and development facilities is need to be provide to employees.
 Yes
 No
 Not sure
8. Do you with the implementation of digital technology firm is able to deliver quality service to
customers.
 Yes
 No

 Not sure
4.2 Data presentations and analysis
Theme 1: Most of the respondents states that upgraded technology will be useful in terms to
bring innovation in market.
1. Does Hilton hotel make use
of new and upgraded
technology. Frequency %
Yes 12 60.00%
No 7 35.00%
Not sure 1 5.00%
Total 20 100.00%
Interpretation and analysis-
Based on the above information it can be concluded that digital technology will be
helpful in terms to bring innovation in the market. In this way, there are total number of 20
employees. The most of the respondent said that 12 employees must take initiatives to upgraded
technology so that there can be innovation in the product and services. Thus, 7 employees agreed
that effective technology will be helpful in term to enhance the brand image in the market and 1
said that they are not sure that technological up-gradation will be helpful in terms to create the
market value. Technology is helpful in terms to enhance the profitability and productivity.
Theme 2: Digital technology is helpful in order to foster the growth of hotel UK.
2. Is digital technology helps to
fostering the growth of hotel
Hilton UK. Frequency %
Yes 15 75.00%
No 3 15.00%
Not sure 2 10.00%
20 100.00%

Interpretations and analysis-
Based on the above information it can be concluded that technological advancement is
very assistive in term to foster the growth of hotel. Under this it can be said that technological
advancement will bring large amount of profitability and productivity. In this way, there are total
number of 20 employees. In this, 15 agreed that digital technology will be helpful in term to
foster the growth of hotel UK, 3 said that digital technology will be assistive in terms enhance
the activities of enterprise. 2 are not sure about the same. In addition to this, digital technology
will be helpful in order to create the brand image of the firm in market.
Theme 4: Digital technology is helpful in terms to passing the information to customers.
3. Do you believe digital
technology helps to passing the
information to customers in
market. Frequency %
Yes 16 80.00%
No 3 15.00%
Not sure 1 5.00%
20 100.00%
Interpretation and analysis
According to the above information it can be concluded that technological advancement
will be helpful in terms to passing the information to customers. Technology is the process which
revolutionized the activities of enterprise. In this way, there are total number of 20 respondents.
Under this, 16 respondents said technology process the things as are media, internet and other
facilities. This is helpful in terms to pass the information from one person to another. 3 states that
technology will be helpful in relation to make the better interaction with each other and I
responded is not sure about the same.
Theme 4: Digital technology is need to be implemented in the Hotel UK.