Business Capstone Project: Technology in the Hospitality Sector

This business capstone project investigates the effectiveness of technological advancements in the hospitality sector in attracting millennial generations. The project explores how mobile technologies and social media influence the booking behavior and preferences of millennials, who are increasingly reliant on digital platforms for information and transactions. It examines the challenges faced by the hospitality industry due to global competition and highlights how innovative technologies can offer opportunities to gain profits by targeting millennials. The research methodology includes a mixed-method approach, using both primary and secondary data to analyze the perceptions of millennials towards technology in the hospitality industry. The learning objectives focus on understanding the types of technological tools used, current trends, and the impact on millennials, offering insights for a career in hospitality management. The project also considers the importance of integrating learning and developing technological skills to meet customer needs and adapt to the changing business landscape.

Running head: BUSINESS CAPSTONE PROJECT
Business Capstone Project
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Title..................................................................................................................................................2
1. Introduction..................................................................................................................................2
2. Problem Statement.......................................................................................................................2
3. Scope............................................................................................................................................4
4. Methods.......................................................................................................................................4
5. Learning Objectives.....................................................................................................................5
6. Integration of Learning................................................................................................................5
7. Timescale.....................................................................................................................................6
8. Conclusion...................................................................................................................................7
References........................................................................................................................................9

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Title
Effectiveness of technological use in the hospitality sector to attract Millennial Generation
1. Introduction
One of the biggest trends in the hospitality industry is the use of advanced technologies
for spreading virtual information. Maintaining such current trends, the millennial generations are
also being influenced in a significant way (Ozturk et al., 2015). The millennial generations are
much fond of exploring innovative technologies that save their times to search for any
information as well as make them more informative with more specifications (Ozturk et al.,
2015). Therefore, the hospitality industry has been looking forward to develop more innovative
technologies, which can attract more number of millennial towards diverse hospitality services.
Especially, in the travel industry, the millennial group seeks more information via their mobile
devices (Li, Robinson & Oriade, 2017). Hence, it is quite noticeable that the technological
implementation in the hospitality sector has been shaping the behavior of the millennial in a
significant way. The project would thus provide the overview of the effectiveness of using
technologies in the hospitality sector for attracting millennial generations. The project would also
define the suitable methodology used for this research study.
2. Problem Statement
The current technological advancements in the hospitality sector have become the biggest
trends. The development of the advanced technologies has transformed the business practices by
proving the information through the mobile devices (Kandampully, Bilgihan & Zhang, 2016).
The millennial groups have the high interests on exploring the innovative technologies that save

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their times and efforts for searching information. In fact, the emergence of the mobile devices is
also suggesting the current trends of booking hotels, tickets, and tourism places in the tourism
and hospitality sectors (Pentescu, 2016). Ozturk et al., (2015) pointed out that the use of the
mobile transcends is contributing towards increasing customer experience. In the year of 2016,
almost 51% revenues generated from 75% of mobile searches (Goh & Lee, 2018). Millennial
generations spend more time on exploring such innovativeness for hotel or ticket booking from a
distant place. Hence, the hospitality industry is widely targeting the millennial generations to
attract them with more innovative technological facilities (Buhalis & Amaranggana, 2015). They
even prefer to transact their payable amounts through their mobile devices or online services.
In addition to this, the hospitality industry is even creating the social media pages to
attract more millennial groups with an attractive visual demonstration of the tourism places.
Social media is the most used platform for connecting with the people worldwide and seeking
information about the concerned areas (Goh & Lee, 2018). The hospitality industry has been
facing the considerable challenges due to the global competition level. On the contrary, the
advancements brought to the technological field are creating the opportunistic scenario for the
hospitality industry (Sakdiyakorn & Wattanacharoensil, 2017). According to Zhang, Abound
Omran and Cobanoglu (2017), the hospitality industry can gain more profits if the millennial
groups are targeted since they have the most interests towards exploring more innovative use of
technologies. Identifying the extensive challenges emerge through global competitive levels, the
hospitality industry need to make the most use of advanced technicalities for attracting the
millennial groups.

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3. Scope
The project would consider the perceptions of the millennial generations towards the use
of advanced technologies. With the special reference to the hospitality industry, the research
project is focusing on establishing the conceptualized analysis of the effective technological
implementation to attract a larger number of the millennial generations. The exploration of the
technological tools used in the hospitality sectors would help in understanding the usefulness in a
more specific way. On the other hand, the attitudes of the millennial generations towards using
the innovative technologies would also help in understanding the research area in a more
clarified manner.
4. Methods
The study is developed to identify the effectiveness of technological use in the hospitality
sector to attract the millennial generations. The use of the systematic method would be necessary
for this study. The research will thus use the mixed method analysis in which both the primary
and the secondary research data will be used. The literature would be developed by gathering the
information related to the subject area from several secondary sources, such as journal, article,
and websites. On the other hand, the primary research process would be developed by conducting
the quantitative and qualitative data analysis process. With the help of positivism philosophy,
the study would be able to develop the underlying fact based on the subject area. The use of the
deductive approach would concentrate on the existing theories and develop the clear
understanding of the technological advancements in the hospitality field. The descriptive design
would also be helpful for generating the idea generated from primary and secondary researches.
The statistical analysis of the gathered data would provide a clear insight regarding the
perceptions of the millennial groups towards accepting technologies in the hospitality sector.

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5. Learning Objectives
The study has been strengthening the knowledge based on the technological
implementation in the hospitality sector to attract more number of millennial generations that
have most of the interests towards innovative technologies. It is observed that the millennial
groups have more interests towards using the advanced technologies that are saving their efforts
and times and making their life easier (Ozturk et al., 2016). The project study helps in identifying
the types of technological tools used in the hospitality sector. Moreover, it also helps in
exploring the current technological trends as well as its influence on the millennial generations.
The primary research is based on conducting the survey among the millennial group who use
their mobile devices for booking tickets or hotels. Observing the interest levels of the millennial
groups, the study evaluated the current trends and global competitive market in the hospitality
sector. The information obtained from the study holds the greater value in developing my
personal learning objectives. I am pursuing my career in the hospitality management in which
such information would be necessary. Going forward, I need to gather the knowledge regarding
the customer types and their interests to understand my focus towards ensure productivity in my
field of work. The project ensures the use of the technological innovations, which depicts that I
need to strengthen my knowledge regarding the use of such technical tools. The project would
help me to develop clear understanding regarding the appropriate approach that I need to
undertake in future to deal with the global competitiveness.
6. Integration of Learning
Currently, I am pursuing the hotel management course from a renowned university.
While pursuing this degree course, I need to gather the enriched ideas about the sector and the
associated preferences. The project provides the insights regarding the technology use in the

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hospitality sector that attracts the customers, especially the millennial. The obtained idea from
this research project pointed out that the hospitality industry has been facing observable
challenges since the global business scenario is rapidly changing (El Ouirdi, Pais & El Ouirdi,
2015). In addition to this, the changes in the demands of the customers are also quite visible. It
is thus necessary to identify the appropriate business strategy that can attract a number of
customers and make profits in spite this competitive scenario. I have gathered the idea that the
technological advancement has the ability to attract a number of millionaires who are much
inclined towards using innovative technologies to save that time as well as efforts. The current
market is highly influenced by the social media users and the online transactional process. I
believe that if I strengthen my technological skills to deal with the customers who are
communicating through online shirts or any online sources, it would be preferable for me to
understand their customized needs and preferences. It would even help me to offer better
services as per their requirement. I think this would be one of the greatest opportunities that I
can avail from my course. Eventually, it will shape my future in this field more significantly.
7. Timescale
Main activities/ stages Month
April
Month
May
Month
June
Month
July
Month
August
Month
September
Topic Selection 
Data collection from secondary
sources
 
Framing layout of the research 
Literature review  

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Formation of the research Plan 
Selection of the Appropriate
Research Techniques
 
Secondary data collection   
Analysis & discussion of Data
Collection
 
Conclusion of the Study  
Formation of Rough Draft 
Submission of Final Work 
Table 1: Gantt Chart
(Source: Created by the Author)
8. Conclusion
The research project is entirely focusing on the use of technologies to attract millennial
generations with the special reference with the hospitality industry. The study provides the
insights about the perception of the millennial generations in terms of using technology that save
their time as well as their efforts. It has been observed that currently the technological
innovations have been attracting majority of the millennial groups. They are more likely
exploring new technologies that have made their searches quite easier than before. The study
develops the clear idea about basic thickness of these technologies, which are attracting the
target customers in the hospitality industry. The overall idea provides a fruitful insight for my
career in hospitality sector. Therefore, this project is quite helpful yet challenging for me to

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shape my future in this domain and strengthen my analytical skills for the similar studies in
future.

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References
Buhalis, D., & Amaranggana, A. (2015). Smart tourism destinations enhancing tourism
experience through personalisation of services. In Information and communication
technologies in tourism 2015 (pp. 377-389). Springer, Cham.
El Ouirdi, A., Pais, I., & El Ouirdi, M. (2015). Organizational and Job Attribute Preferences of
Millennials in the Digital Age.
Goh, E., & Lee, C. (2018). A workforce to be reckoned with: The emerging pivotal Generation Z
hospitality workforce. International Journal of Hospitality Management, 73, 20-28.
Kandampully, J., Bilgihan, A., & Zhang, T. C. (2016). Developing a people-technology hybrids
model to unleash innovation and creativity: The new hospitality frontier. Journal of
Hospitality and Tourism Management, 29, 154-164.
Li, S. C., Robinson, P., & Oriade, A. (2017). Destination marketing: The use of technology since
the millennium. Journal of destination marketing & management, 6(2), 95-102.
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2015, July). Mobile hotel booking
technology in the hotel industry. In International Academic Conference on Social
Sciences (p. 289).
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic
values on users’ continued usage intention in a mobile hotel booking
environment. International Journal of Hospitality Management, 57, 106-115.