Analysing Digitalisation's Impact on Berry House Hotel Efficiency

This research project examines the influence of digitalisation on the efficiency and operational functioning of the Berry House Hotel in London. The project investigates the adoption of digital technologies, such as billing machines, surveillance cameras, Wi-Fi, and intercommunication facilities, and their impact on profitability and consumer satisfaction. It explores research aims, objectives, questions, and the rationale behind the study, highlighting the need for technological advancements in the hospitality sector. The project includes a literature review covering the benefits of digitalization on business performance, data collection methods, and ethical considerations. It analyzes the current changes in technology, buyer preferences, and ways to implement digital technology within the premises. The research also provides recommendations for enhancing the hotel's performance and profitability through the use of upgraded technologies and software. The project concludes with suggestions on overcoming production costs and improving business development in a competitive market.

Unit- 11 Research Project

TABLE OF CONTENTS
CHAPTER 1: RESEARCH PROPOSAL........................................................................................1
Background.............................................................................................................................1
Overview................................................................................................................................1
Research Aims and Objectives...............................................................................................2
Research Questions................................................................................................................2
Rational...................................................................................................................................2
Significance of research.........................................................................................................3
CHAPTER 2: INTRODUCTION....................................................................................................4
CHAPTER 3: LITERATURE REVIEW.........................................................................................5
CHAPTER 4: RESEARCH METHODOLOGY.............................................................................8
Research approach..................................................................................................................8
Research Philosophy..............................................................................................................8
Research Design.....................................................................................................................8
Data collection........................................................................................................................8
Sampling.................................................................................................................................9
Data analysis...........................................................................................................................9
Ethical consideration..............................................................................................................9
Reliability and validity...........................................................................................................9
Research limitations...............................................................................................................9
CHAPTER 5: DATA ANALYSIS................................................................................................11
CHAPTER 6: RECOMMENDATION..........................................................................................21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
APPENDIX....................................................................................................................................26
Research Proposal Form................................................................................................................27
Research Ethics approval form......................................................................................................31

CHAPTER 1: RESEARCH PROPOSAL
Title of the research project: Analysing the influences of digitalisation in efficiency of entity:
Berry- house hotel.
Background
In the present research there has been discussion based over implication and adoption of
digitalisation which affect the profitability, efficiency and the operational functioning of the
Berry House Hotel. Therefore, in the current situation the market has the huge growth and
development in the technological environment. Thus, there are various firms in this hospitality
sector which tends to have increment in the profitability (Holtgrewe and et.al., 2017). In terms of
making the technical increment in the firm there is need to install various gadgets, machineries
equipments which will help in bringing the promptness in the work as well as enhance the
quality of work. Therefore, there will be drastic changes in the operational activities of the
business which in turn fruitful for the development in the current era. The Hotel need to adopt
the changes in business operations such as billing machines, Surveillance Cameras, Wi-Fi and
internet facilities as well as must have the intercommunication facilities. The professionals in the
firm need to arrange an appropriate educational training and development program which will be
beneficial for the workforce to understand the usage of such technologies.
Overview
The research is based on Berry House Hotel which is the fast growing hospitality sector
in London having the adequate operational efficiency. The business has maintained the 5 star
rating by offering the quality services as well as satisfying the consumers. It was established in
2012 and have the appropriate accommodation facilities. This hotel is based on the concept of
having the totally non smoking zone and have the proper technical facilities in the business such
as Wi-Fi and internet services, Smart TVs with Netfix and Iplayers. Thus, it can be said that it
will be fruitful in terms of attracting the consumers and facilitating the satisfactory level of
services. The research will help this hospitality firm in context with recent trends and the
changes in the technologies which are need to be adopted and implicated by them.
1

Research Aims and Objectives
There will be informative Aims and objectives which will be helpful for the researchers
to make the adequate efforts in context with achieving the targets of business. However, the
research will be based on the several aims and objectives as follows:
Aim: “To analyse the implication of the digitation in the business and the various factors which
affect operational functioning”.
Objectives:
 To Analyse the current changes in the technology.
 To identify the usage digitalisation will help in enhancing business performance.
 To identify preferences of buyers for technology advancement.
 To presenting various techniques to implement the digital technology in the premises.
Research Questions
 What will be the current variation in the technology?
 How the usage of technology will improve the efficiency of firm?
 What will be choices and preferences of buyers in terms with increment in the
technology?
 What will be the ways to implement the technological factors in the premises?
Rational
There has bee increment in the issues and obstacles in the business operations which will
be lower down as per the efforts made by professionals in the firm to introduce the technology.
However, the rational behind this project is based on the various questions such as:
What: there has been issues in the workplace of a Hospitality sector which are affecting
the efficient efforts of the workforce (Mashayekhi and Ara, 2017). Due to increasing trend of
digitalisation in the current environment consumers are usually attracted towards the most
advance business operations. Therefore, it has provoked the competition in the market for
becoming most successful technical giant.
2

Why: The issue rises due to consumers preferences to have the prompt and convenient
services from business. Decreasing clients as well as profitability of business which provoke
industries to implement digitalisation in the operational environment (Bieger, Franz and
Herrmann, 2017). The issue raises due to increment in the operational activities as well as
advancement of the business operations.
How: The researcher will make the adequate efforts in terms with overcoming such
issues and present the most suitable decision to overcome such issues. It will also help in
identifying the various factors which are influencing the industrial operations (Shamim and et.al,
2017). The soothing ways will be presented to the managers to overcome such obstacles as well
as make the effective efforts to implement the technological changes in the operations.
Significance of research
There has been significance to the research that, it will help in enhancing the business
performance as well as make the effective efforts to analyse the main issues in a hospitality
sector can resolve. Research will be helpful for the organisations in terms of making the adequate
improvements as well as suggesting ways to enhance the profitability of the Berry House Hotel.
There will be various ways and factors which are need to be involved by the professionals in the
operations of business such as upgraded technologies, installation of various software,
Surveillance Camera, Wi-Fi and internet facilities (Holdsworth and Apeh, 2017). There will be
suggestion base d on how the firm will overcome with the costs of production as well as make
the adequate efforts for the development of business to fight in the rivalry world.
3

CHAPTER 2: INTRODUCTION
In the present research will highlight current or recent changes in the operations of
business of SME as per the influences on the digitalisation. Therefore, there will be debate over
the pros and cons of the new technologies as well as its impacts over the organisational
development. The data will be collected by the researchers on the basis of recent changes and
issues faced by various professionals in different organisations. These report will be helpful for
as it highlight the serious issues as well as profitability in implicating the digital reforms in the
organisation. Thus, in these regards there has been presentation of the questionnaires which will
be asked to the 20 respondents. However, in accordance with the reviews and responses the
researcher will recommend effective changes to be adopted.
4

CHAPTER 3: LITERATURE REVIEW
According to Quinton and et.al., (2017), in the current marketing environment there has
been increasing use of various technical equipments and gadgets which in turn helps in
presenting the adequate disclosure of the industrial operations. Therefore, the implication of the
digitalisation in the operational work of the business there will be improvements in the
efficiency, productivity and profitability of an organisation. The adequacy of such techniques
will help firms in making the appropriate changes in the organisational operations as well as it
will become prompt and quick. Jensen and et.al., (2016) stated that, with the help of
technological reforms the record of all transactions in computer devices which will be helpful for
the business in terms of analysing the actual outcomes or profitability on the basis of level of
sales and operational activities (Osarenkhoe and Fjellström, 2017). There will be use of such
techniques which in turn helpful for the business development as well as expansion of the level
of services.
In accordance with Curraj, (2017), the implication of the machineries, equipments and
digital ways of recording transactions will be helpful for the business in context with making the
prompt actions and the adequate utilisation of all the resources. Thus, it will create the brand
image in the market and facilitate the favourable competition to make appropriate changes in the
operational activities. In context with Basu and Bhola, (2016), due to increment in the usage of
technological influences there has been increment in the level of making outcomes. The
influences of new technologies in the business operations which will positively affect in the case
of research and development and it promotes the innovative changes in the premises. Therefore,
with the help of advancement in the technology there has been positive increment in the
profitability, function of the business as well promptness in the work.
Oks, Fritzsche and Lehmann, (2016) stated that, in the current marketing environment
there has been introduction to new ways and methods of operation in each department and each
piece of work. The technological advancement can be analysed as per the introduction of Cloud
technology which in turn helps the managers of any firm to make record of all business
transactions on the cloud servers (Gutiérrez and et.al., 2016). Therefore, after making an
effective record of transaction the accounting professionals can use or record information in such
cloud data servers which will be any time and in any place. The fruitfulness of such revolution is
5

that it brings quick solution to any problems as well as provokes the effective communication of
all the revenant data. As per the views of Huang, (2016), IT applications in the business will
bring favourable environment in the premises as it promotes the healthy communication as well
as the data sharing facilities. Therefore, with the help of such techniques all the departments in
the organisation will be connected to each other and the managerial professionals will become
able to make the effective decisions (Ngarachu and et.al., 2017). There solution and decision lies
over the requirements of funds, improvement in the technology as well as accurate changes in the
industrial operations.
As per Pereshybkina, Conde mand Kalyesubula, (2017), the influence of this technical
variation in the current scenario will be helpful for the small scale enterprises for having the
effective methods to make the favourable promotions and marketing of the brand. The effects of
social media and various online sites will help in creating the unique identity in the market as
well as organisations will have the favourable numbers of buyers (Meriläinen, 2017). It will be
convenient for the consumers in terms of fetching informations such as making bookings, price
determinations and analysing the fruitfulness of the product and services to them. In accordance
with Parker, Cox and Thompson, (2017), there will be fruitful development of the small scale
industries if they make promotion of the operational activities over online suites as well as create
their own website. Thus, it will be beneficial in terms of attracting the consumers, facilitating the
informations as well as presenting the adequate disclosure of the financial of the entity. Thus,
with the help of these techniques the business will become able to have the most fruitful capital
structure as well as have the healthy work environment Collazos Nieves and Pers, (2017). Due to
implication of technologies there will be positive changes were seen in the operations of the
business such as in the cost effective manner.
As per the views of Bohlin and Wiebe, (2016), the technological revolution is profitable
for SME in terms of creating the identity in the Global market. As various international investors
are seeking the organisations which are fruitful for them in terms of having proper return over
their investments. Thus, in context with such investments the entity will have appropriate capital
funds for the future business development such as expansion, operational innovation, increment
in the product line etc. To meet the requirements of stakeholders of the international investors
there is need to adopt the changes in making the financial disclosure on the basis of new
6

methods. Obreja, Hart and Bednar, (2016) stated that, there has been revolution seen in finance
and accounting techniques such as integrated reporting, CSR reporting, consolidated financial
statements etc. are the innovative techniques which are useful for attracting the stakeholders. A
stakeholder get attracted to the company's financial position, profitability as well as the
efficiency which in turn fruitful for the investors in terms of having the adequate returns over
their investments as well as profitable dividends. They analyse the profits, revenue and gains
acquired by firm in the period and the level of payments they have made to the stakeholders. In
accordance with Adam, Morsy and Moawad, (2017), the adoption of the methods and techniques
to make the records of each business transaction the firm will become able to gain the adequate
information and solutions to any organisational obstacles. However, it has been criticised by
Augustine and Asiedu, (2017) that, there may be bunch of benefits with the technical reforms but
there are risks too. The informations which are presented over sites will be misused by some
individuals or manipulated as per the hacking and heft of the informations. These problems will
affect the operational process of the business as well as make the unlawful changes in financials
that will affect the brand image and there will be great loss of organisation in terms of losing the
large numbers of investors in the firm (The wider economy - helping every British business
become a digital business, 2017).
7

CHAPTER 4: RESEARCH METHODOLOGY
Research approach
The study will be based on qualitative techniques which will be helpful in terms of
analysing the collected informations as well as the accurate reasoning will help researchers to
come up with any business solutions. These techniques are beneficial as they provoke deep
analysis of all the issues and problems which are being faced by every SME in market. In
accordance with the other methods in the qualitative technique is most fruitful and accurate as it
will not being base on the assumptions as well as do not bring any unlawful solutions.
The researchers have selected the inductive research on which there will be no
application of any theory or model at the beginning of the research but it will be at the end of
such research. Thus, the initiation of this inductive research is based on the accuracy of the data
as well as have the concrete respondents to build the theories and accurate solution to any issue.
Research Philosophy
The researcher is based on the interpretive philosophy which denotes as there will be
influence and weight-age of the primary data collection in spite of secondary data collection.
Therefore, the study will be helpful for the individuals in terms of making the adequate
observations with the help of interviews and various primary data collection techniques
(Interpretivism (interpretivist) Research Philosophy, 2017). The Hermeneutics feature of this
philosophy will help in creating the adequate understanding over any issues and the solutions of
any outcomes.
Research Design
The study will be based on collection of most efficient data and knowledge gathering
which will help in the adequate improvements in the operational activities of firms. This research
will highlight obstacles faced by professionals and the other stakeholders while performing the
business tasks. Thus, the data collection from the various sources will be analysed and an
effective solution will be presented to society.
Data collection
To conduct research there will be requirements in terms of collecting the quantitative and
qualitative data. Thus, the study highlights the collection of information from the various
different sources which are based on the variables of interest as well as it establishes the test,
8

examination of such collected data. Therefore, after gathering the adequate amount of
informations the researchers will analyse such obstacles and recent issues and then they will be
present the most fruitful solution to such issues.
Sampling
The random sampling method has been determined by the researchers which will help
them in making the adequate changes in the business operations. Therefore, this will be
beneficial for them in terms of making the study and collecting data from the randomly selected
individuals. Therefore, it will be helpful for the researchers to fetch the informations and the
major issues from the various individuals.
Data analysis
The analysis were made over the collected informations which helps in bring the
adequate solutions to any concern problems which will be fruitful for the business in terms of
making the adequate increment in the industrial operations. Therefore, with the help of proper
analysis the researchers will make suitable decision for the resolving the technical issues in the
firm.
Ethical consideration
The framework of the research is based on proper citation as well as referencing which
will help in creating the validity of the research. The research project without referring texts and
the academic influence will be treated as the pirated material so this is necessary for the legality
of the project that it must consist of legal referencing.
Reliability and validity
In the present study all the data and information which are gathered form adequate
sources so it will be relatable and validate informations which are being presented to the users
and individuals. There has been use of Questionnaires which will affect in making the adequate
analysis over the group of individuals and variations in their choices or preferences.
Research limitations
The research has several limitation like there is no proper time available for the study.
Fewer numbers of individual or respondents were selected which results in the few data
collection. There was need to exceed the limit of the time which was allotted to team so the
9

adequate research would be made by them. Thus, these are the limitations which are being faced
by researchers in context with study as well as presenting the suitable solution to any firm.
10