The Impact of E-commerce on Marriott's Success: A Case Study

This research project examines the implications of E-commerce within the hospitality sector, specifically focusing on Marriott. The study explores the background of E-commerce, its rationale for business success, and outlines the aims and objectives, which include understanding E-commerce concepts, exploring activities that contribute to Marriott's success, and implementing E-commerce tools. The significance of the research highlights time-saving benefits, wider product and service delivery, and effective communication. The research structure includes an introduction, literature review, methodology, data analysis, and conclusions. The literature review delves into themes such as the impact of E-commerce on the hospitality sector, E-commerce activities to enhance Marriott's performance, and the implementation of E-commerce tools. The methodology outlines the research approach, including data collection methods. Overall, this project provides a comprehensive analysis of E-commerce's role in driving success within the hospitality industry, offering insights into its impact on Marriott's operations and strategies.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of study...............................................................................................................1
Rationale of study...................................................................................................................1
Aims and objectives...............................................................................................................2
Significance of research ........................................................................................................2
Research structure..................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Theme 1 Understand concept of implication of E-commerce in hospitality sector...............4
Theme 2 Explore E-commerce activities to make successful Marriott hotel.........................5
Theme 3: To implement tools of E-commerce in Hospitality sector ....................................6
RESEARCH METHODOLOGY.....................................................................................................7
TIMELINE OF RESEARCH ACTIVITIES..................................................................................11
REFERENCES..............................................................................................................................13
RESEARCH ETHICAL FORM....................................................................................................16
RESEARCH PROPOSAL FORM.................................................................................................23

INTRODUCTION
Background of study
E-commerce is important element that assists to make rapid changes in business that
make high growth and profitability. Furthermore, it also includes buying and selling at anywhere
on the world. Internet and online shops depending on websites that is ordinary part of every
customer life. Nowadays, customers have high expectations with consider products and services
in the market. Therefore, it assists to develop more effective results and performances to make
competitive business environment (Turban, Outland and Turban, 2018). E-commerce is very
important part to make constant development and improvement in functions and operations.
Online selling is main growth which help to make effectiveness with attractive information,
fascinating ways on the basis of creative elements. Furthermore, in hospitality enterprise it brings
revolutionary changes in tourism activities of country. Applying concept of E-commerce, every
business get more profits and revenue that build effectiveness in the business (Lu, Hu and Tzeng,
2015).
Moreover, it also assists to interaction between different customers so that products and
services will be develop in successful manner. Internet helps to collect computer networks which
provides exchange of information. More than 400 million people using different tools of E-
commerce that help to make worldwide network to communicate with each other. It is new
virtual marketplace that allow to hotels to compete with different organisations (Fang, Qureshi
and Lim, 2014). Every hospitality business follow internet application in recent years so that they
are able to gain internet application that are related with internet applications.
Rationale of study
In the present research, there are several benefits consider of using E-commerce which
help to increase Marriott performances. Furthermore, it also develops ideas and opinion that
ascertain global network with emergence of internet that create great impact on business. On the
basis of increased choice, speed, greater independence, the chosen business able to gain more
effective work performances in the business environment. Moreover, enterprise also able to
create better communication with suppliers and customers (Gursoy, Saayman and Sotiriadis,
2015). Hence, ability develop that increase marketing opportunities to deal with E-business.
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Furthermore, research study assists to understand obstacles that need to be addressed with
security concern. It assists to Marriott to face challenges and issues with using internet
technology in hospitality enterprise. Operations of online bookings also available that help to
compete with different enterprises. Strategic positioning decisions also assists to encounter
online activities (Lu, Hu and Tzeng, 2015).
Aims and objectives
Aim: To analysis implication of E-commerce and its drive to make successful business in
hospitality sector – A Case Study on Marriott.
Objectives:
 To understand concept of implication of E-commerce in hospitality sector.
 To explore E-commerce activities to make successful Marriott hotel.
 To implement tools of E-commerce in hospitality sector business. To recommend ways through Marriott hotel increase their performances with using E-
commerce.
Research questions
 What do you understand by the concept of implication of E-commerce in hospitality
sector?
 How to explore E-commerce activities to make successful Marriott hotel?
 What are the tool of E-commerce implement in hospitality sector businesses?
Significance of research
In order to conduct present research, there are several significances determines to conduct
research regarding implication of E-commerce in hospitality industry. They are as follows: Time save: In order to implement E-Commerce, hospitality industry get several benefits
in which time saving is main consideration. This is because, it will help to focus on
increasing selling at same time with more people (Fang, Qureshi and Lim, 2014). Wider range of products and services delivery: Furthermore, hospitality businesses are
also able to consider wide range of products and services because it deals with online
perspective. Therefore, it will help to focus on innovative characteristic which could be
add in business.
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 Benefits through spread message: Hospitality enterprises also develop their
effectiveness when online tools implemented at workplace (Kim and Peterson, 2017).
This is because, it assists to make high growth with effective consideration.
Research structure
There are mainly 5 chapters consider in which research will be develop to make effective
results at workplace. In order to consider research, following are certain aspects included that
assists to develop significant advantages in it: Introduction: It is first chapter of research in which background, rationale and aims and
objectives of study consider. In this way, general views of whole research program must
be carry to understand effectiveness of each element. Overview of the whole research
included in this part which help to understand thesis as well (Dykyjová and Kvet, 2014).
Discussion also consider that is related with topic to make effective consideration at
workplace. Literature review: Further, second chapter of research is literature review in which
researcher consider understanding of previous study. They implement secondary data in
which several activities consider to focus on books, journals, etc. which already
published in market. Furthermore, researcher able to analysis performances with
developing secondary sources in the business (Sekaran and Bougie, 2016.). Hence,
understanding will be increasing towards the present research that assists to meet with
aims and objectives easily. Methodology: In this consideration, researcher ascertain different tools and techniques
that are developed program to analysis primary and secondary information. In respect to
carry present research, investigation include regarding implication of E-Commerce in
hospitality business. Qualitative information assists to develop survey program which
assists to make effective functioning at workplace (Burton, Brundrett and Jones, 2014). Data analysis: It is forth major aspect that assists to collect data from primary and
secondary tools. In respect to collect primary data, researcher implement questionnaire
with descriptive analysis. Furthermore, secondary information gather from different tools
and techniques such as books, journals, etc. (Burton, Brundrett and Jones, 2014).
 Conclusion and recommendation: In the last chapter, researcher consider conclusion and
recommendation in which on the basis of thesis effectiveness consider. Therefore, it
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includes short summary of research findings that assists to meet with goals and objectives
of the enterprise (Dykyjová and Kvet, 2014). In addition to this, recommendation also
provide regarding E-Commerce implementation in different industry that assists to
develop more creative results at workplace.
LITERATURE REVIEW
Theme 1 Understand concept of implication of E-commerce in hospitality sector
(Mazzarol, 2015) States that there is a huge implication of E-commerce on the hospitality
industry such as improve the quality of service, speed up the process of business, global level
expansion, research new tourist, easy marketing, reduce the operating cost, generate new
competitive and also reduce the transaction time. According to the (Morganti and et.al., 2014)
the internet became a major distribution channel for the hospitality industry. Social networking
websites are also the latest phenomenon in the hospitality industry. Digitization gives the huge
chances of opportunities to hotel operators in direct connecting with the customers or travellers.
Many of the operators of the hospitality industries are giving different types of discount offers to
attract more customers toward their business via social networking. Generally E-commerce has
impact the business in positive way. By this business can create positive image and meth the
potential customers at a cheaper price. As per the view of (Bai, 2018.) stated that the best social
networking site is you tube to pull in more customers. Because visualization is the best technique
to attain the focus of customers on their products. Generally it is stated that videos are more
effective rather than texting or images. E-commerce impulses the utilization of available
resources in a better way. In the other hand (Anvari and Norouzi, 2016) explained that Facebook
and twitter are the best techniques or tools of digital marketing because by using of these
techniques' customer can directly connect with the vendors or sellers via video calling or texting
which is not possible via YouTube. Through digitization organization can acquire rewards such
as instantaneous connection, content burden, swarm of data, request opacity, adoptive intimacy,
determinant, performing catch up, promote innovations, make marque and so on. E-commerce
affects the hospitality industry by internally and externally as well. Externally refers to the
outside factors such as marketing activities. Digitization has changed the marketing activities in
huge manner. It modifies the basic pillars of marketing which are known as 4p's of marketing as
product, price, place and promotion. But in now days it involves people, physical evidence and
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process as well. These all components are affected by the digitization. There is no doubt that
digital technology has a revolutionary change in the structure of business and organization.
However, according to the point of (Akter and Wamba, 2016.) Mobility is one of the best
modification due to digitization. Company can better the connection process by applications of
personal digital products, texting and websites. Organizations may also get the response of
customers through electronic methods of communication. E-commerce helps the business in
reducing the operating cost and increasing the efficiency of productivity and performance of the
employees. Via digitization all companies are providing the best of the services through online
marketing with the best quality on cheaper price than others. Thus, it can be concluded that there
is a huge implication of E-commerce on the activity of the hospitality industry.
Theme 2 Explore E-commerce activities to make successful Marriott hotel
According to the (Van and Tu, 2016) Hospitality industry can explore the sources of
digitization to improve its products and increase the sales volume. There are various sources of
digitization such as Facebook, YouTube, Instagram, Twitter and E-mailing by which industry
can improve their work efficiency and raise the customer potentiality. With the using of this E-
commerce sources industries provide more information to their customers in effective manner
because the visualization is the best technique to grab the attention of consumers toward their
products ans services. Top level management of Marriott Hotel can gives different discount
offers to the tourists due to saving in other indirect expenditures. The best source of digitization
is Facebook and Instagram. Because people are generally all time connected with these
applications. These are the applications by which customer can get the knowledge about the new
products and discounts or they can also give response them via feedback. This is the best because
it is not one way process of giving information. It is the dual process by which company also get
the acknowledgment about the products what should be increased or developed in the products.
However (Turban and et.al.,2017) stated that if Marriott Hotel wants to expand their business in
other locations than E-commerce will be the appropriate and suitable source to collect
information about the geographical points. The preferences and requirements of the customers
are always different. Industry can not apply the same strategy in the other location because as the
changes of geographical units there has been also changes in the customers behaviors. Through
google, Marriott can gather the data and contents about the customer needs and requirements.
This can be done through different types of research methods such as primary and secondary
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research method. As per the Marriott's goal, they can use the secondary research method because
it is easy and simple method to collect information. According to the view of (Chen and et.al.,
2015), company can increase the level of loyalty and faith of the customers. Mostly it includes
existing customers. Existing customers are generally connected with the industries via mobile.
As example when they buy any product and service then via E-commerce company take the
mobile number of customer. When company launch any discount offer than it will send to the
customers by texting and existing customers can attain the discounted offers which increase the
loyalty of the consumers. Hence, there are different activities of the E-commerce to attain the
profitability and success of the organization. Digitization decreases the different types of costs
such as operating, transporting and other indirect expenses. As well as increase the profitability,
work efficiency and productivity of the company. Marriott is using technological advancement in
their operational activities and also gaining different advantages of competitive market. It is very
important to consider the external factors such as competitors and threaten factors and
information regarding to these factors also can be collected by social media transmissions.
Companies who are adopting the modifications of digital technologies in their operational
activities are gaining benefits and those who are not adopting these technical changes are losing
the opportunities of competitive market.
Theme 3: To implement tools of E-commerce in Hospitality sector
Hospitality sector is the most enhancing and fast growing sector as compare to other
sectors. It has been seen that, hospitality sector is highly influenced from different activities
which helps to get the better customer satisfaction approach according to Ayob, Wilson-Evered
and McGrath, (2017). New different E-commerce technologies are provides different channels of
activities to enhance the marketing channels and company sells. It improves the capabilities of
society to get new different luxurious services. Moreover, it will help to get the best
approachable decision making approach to identify the best approachable results suggested by
Buhalis and Mamalakis, (2015) . Moreover, it provides overall growth of the Marriott hotel. E-
commerce is the overall process of things which makes better sustainability growth. Hospitality
and tourism sector is the fast growing sector in order to adopt the new forms of technology.
Moreover, it provides most of the new technology and growth. In hospitality and tourism
industry hardware and software, information management, and telecommunication systems it
brings new changes and growth. According to DeFranco, Morosan and Hua, (2017) there are
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different tools and techniques of E- Commerce which affect company overall structure. E-
commerce tools and techniques helps the way to implement the different ideas and implementing
process. Some tools of E- Commerce are Unbxd this is the tool which helps to provide the
intelligence context and awareness. It helps to personalized the services and provide opportunity
to give product recommendation. In terms of E-commerce this is the credible used by the system.
With the help of this tool Marriott can easily generate high customer pool. Google ad words is
the another tool of E-commerce to enhance the company effective growth. It helps company to
generate traffic acquisition. It makes better opportunity for the company to implement all
process in effective manner. According to Gursoy, D. and et.al., (2015) this overall process is
been very much largely explaining and effective process. It has been concludes better
opportunity and growth. Apart from that it will explain the better opportunity and growth in
order to meet the needs of the organizations. Moreover, it brings new challenging and better
opportunity and growth. It brings new changing and better opportunity and growth. Overall, this
makes the process very much clear and effective which helps to make the better opportunity.
Apart from that, it makes new changing and better opportunity and growth. According to Hua,
Morosan and DeFranco, (2015) Apart from that, it will help to covered the most necessary
things. Moreover, this brings new opportunity and growth which makes better changing and
growth plan. Apart from that, it gives new opportunity and possibilities.
On the basis of Kimes and Wirtz, (2015) E-commerce also involves high risk which
impact on the overall activity. It gives better growth or channel. Apart from that, research
technology is given by the organization. It gives betterment goals and effective management
goals and activities. Apart from that, overall it brings new opportunity and growth, E-commerce
includes some drawbacks and enlarging performance growth under which all part of the
organization makes better changes and good things. Moreover, it gives new services and growth
factor. Apart from that, it will also help to discover the new challenging and growth. It involves
new challenging and better opportunity and growth.
RESEARCH METHODOLOGY
In the whole research, research methodology is a standout amongst the most noteworthy
area which serves to researcher in tending to the correct arrangement of the exploration issue.
With help of the examination procedure, researcher can without much of a stretch gather,
decipher and break down the data. There are a few sorts of the strategies in the examination
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strategy like research approach, research philosophies, research design, information gathering,
information examination, sampling and so forth (Danping and Lee, 2011). With help of different
strategies for the exploration philosophies, researcher can without much of a stretch address the
correct arrangement of the research issue. Research strategies gives an entire direction and
guideline going to complete viable research about the specific subject. In this way, examiner can
distinguish and decide the suitable arrangement of the examination issue with help of research
procedures. In a simple word it can be said that research methodology is idea by which scholar
can direct the total arrangement of the issue. The current research aim is to analyse implication
of E-commerce and its drive to make successful business in hospitality sector. Thus, for address
this objective, researcher have used various research techniques which are discussed below-
Research Philosophy-This is a critical piece of the exploration which makes a suitable
foundation of the examination and discover the best arrangement of the examination issue. There
are to sort of research rationality that is interpritivsim and positivism. With regards to
interpretivism, investigate need to utilize different hypotheses and finding so as to test the proper
arrangement of research issue. Then again with regards to positivism clarification depends on
different logical confirmations (Keightley, 2010). In addition to this in the interpritivism look
into logic, scholar has utilized distinctive speculations and finding to test the subjective idea of
the exploration. Then again in the positivism agent will center around the real target of the
examination. In the current research study scholar have aim is to analyse implication of E-
commerce and its drive to make successful business in hospitality sector. For address this
objective, researcher will use positivism research philosophy by which right outcome can
address in effective and efficient manner.
Research approach-Research approach is essential piece of the research methodology which
helps in distinguishing the issue and create proper arrangement of the issue. In addition this
examination approach decide the correct arrangement of the exploration question either by
hypothesis or speculation utilized as a part of the examination think about. There are real two
sorts of research approach that is inductive and deductive research approach. With regards to
inductive research general perspective of the point is clarified in the beginning of the
examination and under which nearness of research questions (Smith, V. and et.al., 2011). Then
again deductive research is that under which consider depends on the theory outline and there is
legitimacy of such speculations can be verified. In the current research stuyd, scholar will use
8

deductive approach for analysis implication of E-commerce and its drive to make successful
business in hospitality sector.
Research design- Research configuration is another real piece of the research methodology
which help to agent in distinguishing the issue of the examination and complete all exercises of
research. Significant research configuration help with creating research question and it should be
possible from multiple points of view like unmistakable plan, test and other easygoing explores
(Hovorka, 2016). There are various kinds of research design such as exploratory research design,
descriptive research design etc. In the current study, researcher will use exploratory research
design for assess the implication of E-commerce within the hospitality industry.
Data collection- Data collection is another significant piece of the exploration which help in
distinguishing the suitable arrangement of issue. Information accumulation is a procedure under
which examiner can gather the information from different essential and optional sources so as to
recognize the suitable research issue. There are significant two sorts of information accumulation
that is essential information gathering and secondary information accumulation (Singh, 2010).
With regards to essential information accumulation, data and information about the examination
point will assemble by the overview, survey, talk with, individual communication, perception
and so on. Then again the setting of secondary information gathering, information can gathered
by the optional assets, for example, books, diaries, magazines, online organization sites, and so
forth. In the current study, researcher will use primary data collection for collect fresh
information regarding E-commerce and its impact upon the business activities and functions.
Data analysis-Data examination is the way toward assessing information with help of
explanatory and legitimate thinking to look at every segment of information gave. It is the real
piece of the examination procedure which help in breaking down and assessing the information
for the exploration issue. There are significant two sort of information investigation that is
qualitative and quantitative technique (Gale and et.al., 2013). With regards to quantitative
research different numerical information and condition can be utilized as a part of the
examination. Quantitative research utilizes quantifiable information to detail realities and reveal
design in look into. This strategy incorporates different sort of review, online overview, up close
and personal meeting, phone meet, efficient perception and so on. Then again with regards to
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subjective research techniques utilized different realities, hypotheses and idea to recognize the
arrangement of research issue. In the current research study, researcher will use qualitative
research technique for analysis implication of E-commerce and its drive to make successful
business in hospitality sector.
Sampling- Sampling is another significant piece of the exploration proposition under which
examiner can choose the specific gathering for take examination about the exploration subject. It
is a procedure under which foreordained number of perception are taken from the bigger
populace (Vujaklija and et.al., 2010). In the absence of sampling method it is impossible to
address the objective of study. With help of sampling, researcher can collect information about
subject from respondents.
Ethical Consideration: ethical consideration is the most effective and essential part of the
organization which makes better activity and growth factors. Apart from that, it gives better
objectives and growth. Ethical consideration gives better opportunity to for researcher to take
better objectives and goals (Mooney and Slobodian, (2016). Apart from that, it will help to get
the better opportunity. Ethical consideration helps to give the better opportunity and growth.
Apart from that, it gives better opportunity and growth which helps to established the most
required manner of growth. Overall, it gives new changes and better opportunity and cost
effective process. Investigator must needs to perform the best opportunity and growth. It makes
services better and effective. Moreover, it brings new opportunity and growth. Moreover, ethical
consideration is helpful to accomplish the project research into effective manner. Apart from
that, it helps to take the better opportunity and growth. Apart from that, it helps to recover the
task oriented which makes better resources and growth.
Research limitation: Research limitation refers to the limited ares under which company facing
the issues and enlarging the process. Research limitations are highly generating the process and
activities which makes better necessary changes and growth. It gives new process of working
which impacting on the behavior of research output. Apart from that, research limitation are cost,
time, money and lack of resources and growth (Turban and et.al., (2017).
TIMELINE OF RESEARCH ACTIVITIES
Activity: activities are performed on the basis of research goals. It gives new challenging
and impact full decision making approach. Moreover, it brings new services and growth which
helps to give new services and growth. Following activities will make the proper changes and
10

growth. Apart from that, it will help to control the effective task making performance. It
includes all activities and better performance. Overall activity and task oriented process will give
better resources and growth. Overall activity and all planning skills helps to make the better
opportunity and growth. It will help to discover the new objectives and target market goals.
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Selection of an appropriate
topic
 Topic is selected after
discussing with tutor,
 Identification of the
research rationale
 Formulating the Literature
review
 Identification of the
research aims and
objectives
 Determining the primary
and secondary data
 Selection of research
approach
 Use the research
methodology
 Develop the appropriate
questionnaire
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 Conduct the survey of the
respond ants
 Collect the information and
data about the topic from
many respondent.
 Thematic analysis
technique applied in the
research study
 Analysis and interpretation
 Conclusion
 Recommendation
 Submission of the report
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REFERENCES
Books and Journals
Akter, S. and Wamba, S. F., 2016. Big data analytics in E-commerce: a systematic review and
agenda for future research. Electronic Markets. 26(2). pp.173-194.
Anvari, R. D. and Norouzi, D., 2016. The impact of e-commerce and R&D on economic
development in some selected countries. Procedia-Social and Behavioral Sciences. 229.
pp.354-362.
Bai, D., 2018. 107. Research on the Impact of E-Commerce on the Consumption of Rural
Residents. Boletín Técnico, ISSN: 0376-723X, 55(18).
Burton, N., Brundrett, M. and Jones, M., 2014. Doing your education research project. Sage.
Chaffey, D., 2015. Digital business and E-commerce management. Pearson Education Limited.
Chen, J. V. and et.al., 2015. E-commerce web site loyalty: A cross cultural
comparison. Information Systems Frontiers. 17(6). pp.1283-1299.
Danping, L. and Lee, C.K., 2011. A review of the research methodology for the re-entrant
scheduling problem. International Journal of Production Research. 49(8). pp. 2221-2242.
Dykyjová, D. and Kvet, J. eds., 2014. Pond Littoral Ecosystems: Structure and Functioning
Methods and Results of Quantitative Ecosystem Research in the Czechoslovakian IBP
Wetland Project (Vol. 28). Springer.
Fang, Y., Qureshi, I. and Lim, K.H., 2014. Trust, Satisfaction, and Online Repurchase Intention:
The Moderating Role of Perceived Effectiveness of E-Commerce Institutional
Mechanisms. Mis Quarterly, 38(2).
Gale, N.K. and et.al., 2013. Using the framework method for the analysis of qualitative data in
multi-disciplinary health research. BMC medical research methodology. 13(1). p. 117.
Gursoy, D., Saayman, M. and Sotiriadis, M. eds., 2015. Collaboration in tourism businesses and
destinations: A handbook. Emerald Group Publishing.
Hovorka, A.J., 2016. Gender resources for urban agriculture research: methodology, directory
and annotated bibliography.
Keightley, E., 2010. Remembering research: memory and methodology in the social sciences.
International journal of social research methodology. 13(1). pp. 55-70.
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Kim, Y. and Peterson, R.A., 2017. A Meta-analysis of Online Trust Relationships in E-
commerce. Journal of Interactive Marketing, 38, pp.44-54.
Lu, M.T., Hu, S.K. and Tzeng, G.H., 2015. Evaluating the implementation of business-to-
business m-commerce by SMEs based on a new hybrid MADM model. Management
Decision, 53(2), pp.290-317.
Mazzarol, T., 2015. SMEs engagement with e-commerce, e-business and e-marketing. Small
enterprise research. 22(1). pp.79-90.
Morganti, E. and et.al., 2014. The impact of e-commerce on final deliveries: alternative parcel
delivery services in France and Germany. Transportation Research Procedia. 4.
pp.178-190.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Singh, R., 2010. Exploring issues in the development of Ayurvedic research methodology.
Journal of Ayurveda and integrative medicine. 1(2). p. 91.
Smith, V. and et.al., 2011. Methodology in conducting a systematic review of systematic reviews
of healthcare interventions. BMC medical research methodology. 11(1). p. 15.
Turban, E. and et.al.,2017. Electronic Commerce 2018: A Managerial and Social Networks
Perspective. Springer.
Turban, E., Outland, J. and Turban, D.C., 2018. Business-to-Business E-Commerce. In
Electronic Commerce 2018 (pp. 123-166). Springer, Cham.
Van, C. N. and Tu, L. T., 2016. Impact of e-commerce website on small tourism enterprises in
quang binh, Vietnam. Journal of Asian Business Strategy. 6(10). pp.221-225.
Vujaklija, A. and et.al., 2010. Can teaching research methodology influence students' attitude
toward science? Cohort study and nonrandomized trial in a single medical school. Journal
of Investigative Medicine. 58(2). pp. 282-286.
Ayob, F., Wilson-Evered, E. and McGrath, M., 2017. An empirical study of the web presence
model to evaluate the web features of Small-and-Medium-Sized Hotels (SMHs) in the
Malaysian hotel industry. CAUTHE 2017: Time For Big Ideas? Re-thinking The Field For
Tomorrow, p.205.
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Buhalis, D. and Mamalakis, E., 2015. Social media return on investment and performance
evaluation in the hotel industry context. In Information and Communication Technologies
in Tourism 2015 (pp. 241-253). Springer, Cham.
DeFranco, A. L., Morosan, C. and Hua, N., 2017. Moderating the impact of e-commerce
expenses on financial performance in US upper upscale hotels: The role of property
size. Tourism Economics. 23(2). pp.429-447.
Gursoy, D. and et.al., 2015. Performance evaluation, quality assessment, loyalty and satisfaction
scales. Handbook of scales in tourism and hospitality research, pp.163-228.
Hua, N., Morosan, C. and DeFranco, A., 2015. The other side of technology adoption:
examining the relationships between e-commerce expenses and hotel
performance. International Journal of Hospitality Management, 45, pp.109-120.
Kimes, S. E. and Wirtz, J., 2015. Revenue management: Advanced strategies and tools to
enhance firm profitability. Foundations and Trends® in Marketing. 8(1). pp.1-68.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing. Journal of Digital & Social Media Marketing. 3(4). pp.294-
303.
Turban, E. and et.al., 2017. Electronic Commerce 2018: A Managerial and Social Networks
Perspective. Springer.
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RESEARCH ETHICAL FORM
Section 1: Basic details:
Project title:
To analysis implication of E-commerce and its drive to make successful business in hospitality
sector – A Case Study on Marriott.
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
➢ Interviews
Yes
(✓)
No
➢ Questionnaires
Yes
16

(✓)
No
➢ Observations
Yes
No
(✓)
➢ Use of personal records Yes
No
(✓)
➢ Data Analysis
Yes
(✓)
No
➢ Action Research
Yes
No
(✓)
➢ Focus Groups
Yes
No
(✓)
17

➢ Others (Please specify) :
Section 3: Participants
9 Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16:
Young people aged: 17-18
Adults:
(✓)
How will participants be recruited (identified an approached)?
Describe the processes you will use to inform participants about what you are doing:
How will you obtain consent from participants? Will this be written? How will it be made
clear to participants that they may withdraw consent to participate at any time?
Studies involving questionnaires: will participants be given the option of omitting questions
that do not wish to answer?
Yes
(✓)
No
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If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be observed.
Yes
(✓)
No
Will you debrief participants at the end of their participation (i.e give them a brief explanation
of the study)?
Yes (✓)
No
Will participants be given information about the findings of your study?(This could be a brief
summary of your findings in general)
Yes (✓)
No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998)
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Yes (✓)
No
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
10 Will mobile devices such as USB storage and laptops be used
Yes (✓)
No
If Yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers?
Yes
(✓)
No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns? If
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so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise because
of your research. Please consider/address all issues that may apply. Ethical concerns may
include, but are not limited to the following :
➢ Informed consent.
➢ Potentially vulnerable participants.
➢ Sensitive topics
➢ Risk to participants and /or researchers
➢ Confidentiality/anonymity
➢ Disclosures/ limits to confidentiality
➢ Data storage and security, both during and after the research (including transfer,
sharing, encryption, protection).
➢ Reporting
➢ Dissemination and use of your findings.
Section 6: Declaration
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I have read, understood and will abide by the institution’s Research and Ethics Policy:
Yes (✓)
No
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes (✓)
No
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may
arise in the course of my research
Name:
Date:
Please submit your completed form to the Cohort Leader and a copy to your supervisor
only
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RESEARCH PROPOSAL FORM
Student Name: ______________________
Student ID: ______________________
Centre Name: _____________________
Tutor:
________________
Date: ___________________
Unit: ____________________
Proposed Title:
______________________________________________
Section One: Title, objective, responsibilities
Title or working title of the research project (in the form of a question, objective or
hypothesis)
To analysis implication of E-commerce and its drive to make successful business in
hospitality sector – A Case Study on Marriott.
Research objectives (e.g what is the question you want to answer? What do you want to
learn how to do? What do you want to find out?):
 To understand concept of implication of E-commerce in hospitality sector.
 To explore E-commerce activities to make successful Marriott hotel.
 To implement tools of E-commerce in hospitality sector business.
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 To recommend ways through Marriott hotel increase their performances with using E-
commerce.
Section Two: Reasons for choosing this research project
Reasons for choosing the project
 Interest
 Scope
 Future objectives
Section Three: Literature sources searched
(Mazzarol, 2015) States that there is a huge implication of E-commerce on the hospitality industry
such as improve the quality of service, speed up the process of business, global level expansion,
research new tourist, easy marketing, reduce the operating cost, generate new competitive and also
reduce the transaction time.
According to the (Van and Tu, 2016) Hospitality industry can explore the sources of digitization to
improve its products and increase the sales volume. There are various sources of digitization such
as Facebook, YouTube, Instagram, Twitter and E-mailing by which industry can improve their
work efficiency and raise the customer potentiality.
Section Four: Activities and time-scales
Activities to be carried out during the research project (e.g research,
development and analysis of ideas, writing, data collection,
numerical analysis, tutor meetings, production of final outcome,
evaluation, writing the report):
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
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Formulation of research proposal
Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources
Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
Milestone one: _________________
Target date (set by tutor): ____________________
Milestone two: _______________________
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Target date (set by tutor): ______________________
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why?
Research design: Descriptive research design
Research philosophy: Interpretivism
Research approach: Inductive
Sampling: Simple random sampling
Research strategy: Qualitative strategy
What your areas of research will cover:
Internal organisation of Marriott hotel
Comments and agreement from tutor
Comments (optional):
I confirm that the project is not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: ________________ (name)_______________ Date ______________
Comments (Optional):
I confirm that the project is appropriate.
Agreed /Disagree:
(Name of the IV)
Date
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