Analyzing Technology's Impact on Customer Decisions in Hilton Hotels

This research project investigates the impact of technology on customer decision-making within the travel and tourism sector, specifically focusing on Hilton Hotels. The project aims to analyze technology's influence on customer choices, interpret its impact, and recommend strategies for better techn...Read More

RESEARCH
PROJECT

Table of Contents
BACKGROUND OF THE STUDY................................................................................................1
TASK 1............................................................................................................................................2
1.1 Specification..........................................................................................................................2
1.2 Rational.................................................................................................................................2
1.3 Critical review of references.................................................................................................4
1.4 Research project specification...............................................................................................5
1.5 Appropriate plan and procedure............................................................................................6
REFERENCES................................................................................................................................7

BACKGROUND OF THE STUDY
It is very important for firms that they are incorporating technology into their operations
and other factors of company especially that of travel and tourism sector. This would be helping
them to regulate and formulate their decisions related to all major sectors or parts of company.
Manly company must be taking into consideration decision related to customers as they are key
stakeholders of business (Sigala, 2017). Technology is that element which is improving the way
in which people are living and doing their work in according to their set targets and under their
estimated budgets as well. In this project Hilton international would be taken which is one of the
most reputed hotels in USA operating in whole world. The analysis of impact of technology
would be done on decision regarding customer in travel and tourism sector study would be done
on Hilton Hotel. Thus, it would be helpful for company to implement and execute technology so
that they are enabling company to modify their policy or operations as well.
Hilton international is the American multinational cooperation group of hotels which was
founded in 1919 and till now it is the most reputed hotel chains operating all around the world.
The company is using technology in all their operations like serving customer, training hotel
staff, room division and all other. In the research appropriate research methodology will be
applied in respective manner in case of execution of each tasks of projection according to
predetermined plans of the study (Sharpe, Beetham and De Freitas, 2010). Apart from it,
appropriate questionnaire would be formulated by researcher in order to asking question to
selected respondent employees of the hotel, which will provide us appropriate range of response
to questions which will be asked to them. Beside from it, digital technology related questions
will be asked by researcher upon hotel varied functionalities within industry in respective form.
Utilisation of appropriate research evaluation techniques formative and summative research
evaluation in this report. Apart from it, the research project also will be discussed about
interpretation of relevant data which is being utilised within the research project by asking
question from their selected respondent. With the assistance of proper response of selected
employees of the hotel, researcher and end user of the researcher would be able to recognise
numerous impact of digital technology and other technological instrument upon operational
activities of the business. Furthermore, the research project will be discussed about appropriate
recommendation about some essential sections of the business which must be implemented by
hotel's management team upon its operational activities.
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TASK 1
1.1 Specification
Aim:
To analysis the impact of technology on decision regarding customers in travel and
tourism sector: Hilton hotel.
Objectives:
 To analysis the influences of technology within travel and tourism sector.
 To interpret technological influence on customer decision.
 To recommend better use of technology that on travel and tourism sector. To utilisation of advanced and updated technological instrument to sustainable
development in the business.
Research questions
 What is the influence of technology within travel and tourism sector?
 What would be the impact of technology on customer decision?
 What types of technological instrument can address operational and functional issues of
the industry?
1.2 Rational
As this present era is majorly marked with the period of technological advancements and
implementation into business and everyday life. So it is essential for companies that they are
coping up with their competitors and rapid changes within environment both internal and
external. So this becomes important that we are studying this effect of technology on decision
making regarding customers of travel and tourism. It is very much important that companies are
using technology within their everyday working which would be having its impact on how
company is taking decisions regarding the sales and demand of customer goods and services. So
under this applying and noticing what is impact of use of technology within travel and tourism
sector could be analysed taking customer behaviour into account.
Apart from it, it has examined that, numbers of factors presented here which is
influencing the selection of research project on influences of technological advancements upon
various business functionalities of the hotel. For each business, in today's world, it is important
to keep up with updated technological instrument within its business functionalities in respect to
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attaining desired goals and objectives of the enterprise. While thinking about research project
selection, the emerging technological sector within travel and tourism sector has influenced
researcher to knowing about to influences of technological advancement upon travel and tourism
sector. Hospitality industry one of the profitable sector in the country which is furnishing various
types accommodation and Tourism services which is making influences upon selection of the
project topic. It has examined that, so it is necessary to applying and notice the impact of the
digital technology on the hotel by which they can reach out to desired goals and objectives of the
research.
The technology has played by an important role to achieve economic growth by
garnering the travel to consume. To develop and contribute the air travel as a means of
transporting tourists from one p-lace to another to contribute technology to the tourism and travel
industry. Airlines included several applications like such as content management, rationalization
software and business intelligence paraphernalia.
Impact of Internet in the travel and tourism industry
The internet process is nowadays is become very important part of travel and tourism
business. Improvement of vertical entry like has redefined the travelling business. Determine
various formation in last minute of online travel portals which is essentially affected by organize
and distribute distressed tourism inventories to the clients (Chadwick, A. and Howard, P.N. eds.,
2010). Therefore, customers has able to make a flight tickets and go through the various options
to finally take a purchasing decision.
Mobile technology and the tourism and travel industry
The various applications of mobile technologies which is useful for the travel and
tourism industry. Development in e-commerce has occurred in this process. Nowadays
customers has essentially surfing internet to choose various methods of travel and tourism
industry.
Significance-
Under this section importance of research for all those persons would be included like for
analysing impact of digital technology who all would be benefited from this study. Like if
company is using this form of technology and implementing within their day to day working
they would get profits. So if this research project is been studied by firm then they would be
gaining knowledge about various forms of technology and how would this be helpful for
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company (Yang, 2017). This research will also be helpful for those who are doing research on
same topic like those who are professionals and students in Ph.D. stream.
1.3 Critical review of references
It was introduced by Ukpabi and Karjaluoto, (2017) that digital technology is very much
important for all companies and taking day to day operations of business. Travel and tourism
sector is that which would be including business activities related to event management, tour
package, travelling etc. the impact and use of digital technology is very much increasing in this
current time as they are enabling companies to demonstrate their increased profits and loss.
Veal, (2017) also included that if companies are not utilising the latest form of
technology into their regular use then it would be impossible for them to establish themselves
into market. Technology will be that which is allowing firms to increase their profits and sales
thereby increasing the base of customers who are purchasing their goods and services. Various
types of digital technological instrument is being utilised by travelling and tourism sector of the
industry in case of generating significant mode of success. In today's world, technology has
played essential role in accomplishment of economic growth by garnering economical means for
consumers to travel.
However, the advancement of the internet has deeply affecting the ways of tourism and
travel immediate perform their business functionalities efficiently. The hospitality industry in the
nation is implementing connectivity approaches by utilising mobile and computer tools to
surfing internet via using networking approach in industry (Higgins, Xiao and Katsipataki,
2012). Hence, customers of hotel and travelling business can easily excess the ordering which
they want to consumer from its services in marketplace now consumers can easily display and
select the multiple travel and tourism options by surfing the internet their mobile phones. In
modern time, technology has been transformed the way of consuming hospitality facilities by
utilisation of internet and mobile application via its App services. Each business now has been
developed its own app, by which they deliver offer and advertisement of its various travelling
and hospitality accommodation services which its customers demand most in industry. Thereby,
technology has made easy the manner of taking ordering and serving various types of services
within the industry by utilisation of variety of technological tools and mechanism.
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1.4 Research project specification
Introduction- this part is the opening section containing all what we have to be studied in
following subsections. It is sub divided into many parts like that of aims and objectives based on
which whole research is done, rational which is including why the following research is
conducted. In the study, various types of impact of digital technology can be examined by
researcher upon travel and tourism sector of the nation. The research to be entitled to reach out to
desired goals and objectives of the industry in respective form. The research also implied about
how digital and other technological sector is being influenced upon various types of travelling
and tourism business operations within the industry respectively.
Literature review- under this part all relevant books and journals which are written by various
authors are to be included within this section. Thus, literature review is very much important task
of project which is taking into consideration how technology would be impacting way of firm
taking their decisions regarding customers (Al-Badi, Tarhini and Al-Sawaei, 2017). Various
literary works of authors and scholars are included within this literature review so that valid
conclusions could be taken and suggestions could be given to firm. Literature review defines
about to several types essential actions to be taken by researcher in the projection while
completion of each task of the project in sufficient form.
Research methodology- under this section various methods, tools and techniques which would
be used in particular project would be included. Research methodology is that part of project that
is regulating and helping researcher to point out towards valid conclusions. There are many parts
that are included within most important are data collection and data analyses as they are helping
researcher to find out what is real impact of technology. Researcher methodology provide
significant guidelines to researcher to following up them during completion of varied tasks of the
projection in respective form. So carrying out the research in respective format, respective need
to follow each step of the research in terms of completion it well forms.
Data collection and analysis- all the collected data would be then analysed in order to make
valid conclusions and interpretation of data. Under this questionnaire will be collected and then
its interpretation based on thematic analyses would be done. Appropriate data will be analysed
as per guidelines about thematic approaches of data assessment and interpretation. Gathered data
from the selected respondent employees of the business will furnish appropriate data which
defines about influences of technology upon travelling and tourism sector within industry.
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Conclusion- towards the end conclusion and recommendation part would be included containing
interpretation of whole research project. Conclusions are the valid point containing all what they
have studied and included into above sections and then recommendations are drawn based on
conclusions.
1.5 Appropriate plan and procedure
Key Activities
1st
Wee
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2nd &
3rd
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4th
Week
5th
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6th
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7th
& 8th
Week
9th
Week
10th
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11th
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12th
Week
Introduction for
the research
Literature
Review
Gathering
secondary data
Data analysing
Research Design
Research
Methodology
Developing
survey question
Gathering
customer's
reviews
Analysis of
primary and
secondary data
Conclusions and
Recommendation
s
Completion of
remaining work
Revise and draft
Final Submission
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REFERENCES
Books and Journals:
Al-Badi, A., Tarhini, A. and Al-Sawaei, S., 2017. Utilizing Social Media to Encourage Domestic
Tourism in Oman. International Journal of Business and Management. 12(4). p.84.
Chadwick, A. and Howard, P. N. eds., 2010. Routledge handbook of Internet politics. Taylor &
Francis.
Higgins, S., Xiao, Z. and Katsipataki, M., 2012. The impact of digital technology on learning: A
summary for the education endowment foundation. Durham, UK: Education Endowment
Foundation and Durham University.
Sharpe, R., Beetham, H. and De Freitas, S., 2010. Rethinking learning for a digital age: How
learners are shaping their own experiences. Routledge.
Sigala, M., 2017. Collaborative commerce in tourism: implications for research and
industry. Current Issues in Tourism. 20(4). pp.346-355.
Ukpabi, D.C. and Karjaluoto, H., 2017. Consumers’ acceptance of information and
communications technology in tourism: A review. Telematics and Informatics. 34(5).
pp.618-644.
Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
Yang, F.X., 2017. Effects of restaurant satisfaction and knowledge sharing motivation on
eWOM intentions: the moderating role of technology acceptance factors. Journal of
Hospitality & Tourism Research. 41(1). pp.93-127.
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