Negative and Positive Impact of Global Brands in Hospitality: A Study

This research project investigates the positive and negative impacts of the emergence of global brands within the hospitality industry, using Marriott Hotel as a case study. The study begins with a background on globalization and its effects on international trade and business operations, highlighting the expansion of market share and cost reduction. The rationale emphasizes the importance of maintaining safety and economic stability in global business, aiming to identify changing trends in the industry and the influence of emerging brands. The project outlines the aim to examine the impact of global brands, with objectives including understanding globalization, examining benefits and drawbacks, outlining impacts on Marriott, and recommending management strategies. The research questions explore the concept of globalization, benefits and drawbacks, and the specific impacts on Marriott. The study also acknowledges research limitations, such as time constraints and the use of appropriate research methods. The report concludes with a time scale for completing the research and a list of references.

RESEARCH PROJECT

Table of Contents
Title: Negative and positive impact of emergence of global brands in hospitality industry..1
LO 1 RESEARCH PROPOSAL......................................................................................................1
Background of study...............................................................................................................1
Rationale of the study.............................................................................................................1
Aim and objectives.................................................................................................................1
Hypothesis..............................................................................................................................2
Research questions.................................................................................................................2
Significance of the study........................................................................................................2
Research limitation.................................................................................................................3
Time scale...............................................................................................................................3
REFERENCES................................................................................................................................5

Title: Negative and positive impact of emergence of global brands in hospitality industry
LO 1 RESEARCH PROPOSAL
Background of study
With passing several years, it can be stated that technology continuously advancing and
fast to develop international trade. Therefore, it considered expansion of the business operations
and functions in different areas with using several tools and techniques. As operating in global
level, market share expanded which helps to reduce business cost and make it competitive. With
development of target market, most of hospitality enterprise have opportunities to develop
desired level of outcomes (Kaynak and Lee, 2018). In the present study, benefits and drawbacks
of globalisation with reference to negative and positive impact of emergence of global brands.
Emergence of global brands has led to tremendous changes in services of hospitality industry
with regard to technological, cultural and social aspects. With increasing globalisation
companies intending to create global brands need to do the following: Identify the relative
attractiveness of each market for your brand
Rationale of the study
There are several benefits with considerations of globalisation in hospitality sector
because it assists to conduct trade in large considerations for international businesses. With this
regard, it is important to maintain safety which provides economic downturn within successful
business operations and functions (Barazandeh, Parvizian and Khosravi, 2015). The motive
behind present study is to determine increase competition with increasing globalisation with
regard to emerging global brands. The study will help in gaining insight over changing trends of
hospitality industry which are influencing growth of hotel. The study will be specifically
outlining positive and negative influence of emerging brands in globalisation era. Marriott hotel
has been selected in which benefits and drawbacks occurs with operating in international
environment. Report assists to identify these advantages and disadvantages to play desired level
of outcomes.
Aim and objectives
Aim
"To examine negative and positive impact of emergence of global brands in hospitality
industry: A case study on Marriott Hotel".
1

Objectives
 To understand concept of globalization
 To examine benefits and drawbacks of emergence of global brand in hospitality industry
 To outline negative and positive impact of emergence of global brands on Marriott Hotel
 To recommend ways to manage negative impact of emergence of global brands on
Marriott Hotel
Hypothesis
The research is going to test the ideas of how today's hospitality management business
can achieve required growth and success and in what manner set growth and development
brought forth. The industry is seeing rapid changes and new trends are shaping the ways under
which it has been conceived since its initial stages. The report is going to identify changing
global trends and the ideas under which hospitality organisations tends to deliver themselves in
order to achieve best results and ensure that required growth and development is taking place.
Emergence of global brands is the big change of globalisation which is impacting hospitality
industry in positive and negative ways.
Research questions
 What do you understand concept of globalisation?
 What are the benefits and drawbacks of emergence of global brand in hospitality
industry?
 Discuss negative and positive impact of emergence of global brands on Marriott Hotel?
 What ways can be recommended ways to manage negative impact of emergence of
global brands on Marriott Hotel?
Significance of the study
The present will help in deriving negative and positive impact of emergence of global
brands on Marriott Hotel. With this regard, importance to trade in international market assists to
deal in more profitability in business. Therefore, significance of international trade successfully
develops in the business which lead to increase economy prosperity in positive manner (Prakash
and Barua, 2016).
2

Research limitation
 The major limitation of study will be Tome constraints where scholar will be bound t
complete task in specific scheduled time.
 Deriving use of appropriate research methods like data collection and analysis will be
another limitation because int his it is important for the scholar to focus on choosing
method which can assist in collecting valid and reliable information.
Time scale
Activities 1th
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Research topic
Literature
Review
Designing of
research
methodology
Design question
of research
Carry out
Research
activities
3

Data Analysis
and its graphic
design
Conclusion and
recommendation
Final Report
Editing &
Completion
4

REFERENCES
Books and Journals
Barazandeh, M., Parvizian, K. and Khosravi, S., 2015. Investigating the effect of entrepreneurial
competencies on business performance among early stage entrepreneurs Global
Entrepreneurship Monitor (GEM 2010 survey data). Journal of Global
Entrepreneurship Research. 5(1). p.18.
Kaynak, E. and Lee, K.H. eds., 2018. Global Business: Asia-Pacific Dimensions (Vol. 14).
Routledge.
Prakash, C. and Barua, M.K., 2016. A multi-criteria decision-making approach for prioritizing
reverse logistics adoption barriers under fuzzy environment: Case of Indian Electronics
Industry. Global Business Review. 17(5). pp.1107-1124.
5