Research Skills Report: Principal Hotel London Rebranding Analysis

This report examines the application of research skills in the context of hotel rebranding, specifically focusing on the case of Principal Hotel London, which was acquired by IHG and rebranded under the Kimpton brand. The study applies Albert Bandura's Social Cognitive Theory to analyze the rebranding process, emphasizing the interaction of personal, environmental, and behavioral factors. The report discusses how the theory can be utilized to manage the changes, employee training, and market analysis necessary for a successful rebranding. It explores the importance of adapting to consumer behavior, environmental trends, and the role of personal development for employees. The conclusion highlights the significance of research skills for effective change management and successful business operations, particularly within the dynamic hospitality industry. The report references several academic sources to support its findings and arguments.

RESEARCH SKILLS

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Research skill is the most important skill in the highly competitive world and this is
majorly pertaining to the fact that there are many different changes taking place in the dynamic
business environment (Able, Doerflinger and Loveys, 2017). Hence, all these changes need to be
managed in successful manner and for this the most important thing is the researching. This is
essential because of the fact that if the company will not be able to research in proper and
effective manner then they will not be able to manage the operation in accordance with the latest
trends going on in the market. Thus, the present study will outline the case of a hotel that is
Principal Hotel London who wants to do rebranding of the hotel. Also the main focus of the
study will be on the Social Cognitive Theory of Bandura model.
MAIN BODY
The social cognitive theory was developed by Albert Bandura in the year 1960 and this
theory mainly focused over the interaction of the business with the three different types of
environment that is personal, environmental and behavioural. The business exists in the
environment which is very dynamic ad ever changing and there are many different types of
changes in the business environment. Also, if there are changes in the market and environment
then in accordance with those changes the policies and practices need to be changes in effective
and required manner.
In the present case study the case is about the rebranding of the hotel that is the Principal
Hotel London which is a historic building and is located in Russell square. In the year 2018 the
hotel was bought up by IHG hotel which is an international chain of the hotel. IHG hotel is
focusing on changing the infrastructure of the hotel in order to attract the consumers. Also the
hotel chain is having a popular brand which is named as Kimpton and is good brand f boutique
and environmentally friendly hotels. IHG is also planning to rebrand The Principal Hotel London
under the name of Kimpton hotel and this will be the first hotel of Kimpton chain in UK. But this
also made the employees of The Principal Hotel London a little frustrated because sometime
before only the previous owner rebranded the hotel and at that time also the operations of the
company were delayed (Willison and Buisman-Pijlman, 2016). Also in the present case of IHG
hotel going for rebranding of The Principal Hotel London also resulted in the increase in the
frustration among the employees as now again the operations of the company will be stopped

and the employees will be given new training to the employees relating to the new policies and
practices being used in the IHG hotel chain. Under this rebranding also many different changes
will take place like restaurant and bar computer system will be changed (Jenkins, Hall and
Raeside, 2018). Also, staff will be retained in the way it is done in Kimpton and will be rewarded
with incentives only if they will receive the good feedback from the consumers. Also, in addition
to this the major change being implemented during this id to train the staff to implement the
green policy that is use nontoxic cleaning supplies and focus on recycling and reusing the
products and also to focus on the minimization of the water consumption. But then also many of
the employees of The Principal Hotel London were tensed because they have to do a hard work
in adapting to all these latest change and then bring all these learning into practice.
But in this case the IHG hotel can implement the Social Cognitive theory because of the
fact that the major influence of this theory is that it emphasis on the internal and external
reinforcement. Also, this theory states that the social behaviour of the people and the employees
affect to a great extent over the working of them. This is majorly pertaining to the fact that if the
working environment will not be good and safe then the employees will not be able to work in
proper and effective manner. This theory lays emphasis that the social behaviour affect the
working of the company to a great extent and this is pertaining to the fact that is the company
will not work in accordance with the social trends and behaviour of consumer then the company
will not be successful. Also, this theory is helpful in rebranding The Principal Hotel London as
Kimpton hotel because it mainly focuses on three pillars that is personal, environmental and
behavioural.
In the present case the personal factor is much involved as within the process of
rebranding the major benefit is of the people or the employees who are working within the
company or the hotel. This is majorly pertaining to the fact that when it comes to rebranding then
it means that the people or the employees will have a great opportunity for the personal
development and growth (Stillman, Shen and Ferguson, 2018). The major reason underlying this
fact is that when the company goes for rebranding then it means that they will adapt to all the
latest tools and techniques which are currently trending in the market. For the success of the
hotel it is very essential to focus on the latest changes in the consumer trend and demand. Thus,
this will assist the employees of The Principal Hotel London in developing themselves on the

personal level as the company after rebranding will use all the latest methods and techniques of
operating and running the business in successful manner.
Another major important aspect of this social cognitive theory is focus over the
environment of the business (Ng and Lucianetti, 2016). This is due to the fact that the business
operated in the environment which is very dynamic and ever changing and for getting success it
is very crucial for the company to adapt to all the latest changes taking place in the consumer
preference and trends. This is essential for the success and profitability of the company as if the
hotel will not undertake the rebranding by considering the latest changes taking among the need
of consumer then this will not be successful. Also, to undertake the latest trend will increase the
number of consumer for the hotel and this is because of the fact that if the hotel will inculcate all
the latest changes in its operations then more of the consumer will like this.
Thus, this will result in the increase in the number of consumer coming to the place (Nabi
and Prestin, 2017). Also, the another major benefit of analysing the environment is that this will
also increase the goodwill of The Principal Hotel London after rebranding under the name of the
Kimpton as this is due to the fact that when it comes o the latest changes among the consumer
and their requirement and if the hotel is using the same then the consumer will like this. Thus,
this will result in increase in the goodwill of the hotel. It is due to the fact that the hotel will
capture a large market share and this is the result of the fact that when it comes to undertaking
the latest changes then the hotel is successful in it. Thus, this factor of social cognitive theory
that is environment is also applied in the case study for the rebranding of The Principal Hotel
London under the brand name of Kimpton.
In addition to this the other component of the theory that is behaviour is also applied in
the case study. This is majorly pertaining to the fact that if the behaviour of the consumer will
not be analysed in the proper manner then the hotel will not be able to rebrand itself in proper
and effective manner. Hence for getting successful in rebranding process it is also advisable for
the IHG hotel chain to first analyse the behaviour of the consumer and then in accordance to
those behaviour plan for the new branding and what all new services will be added in the hotel
for the attracting of the consumer for the hotel (Ring and Kavussanu, 2018).
CONCLUSION
In the end it is concluded that all the research skills are very important for the success of
the company. This is due to the fact that if the research will to be effectively done then the

company will not be able to undertake all the changes in effective manner. Hence, for the
company to be successful the most important is to effectively use the research skill in managing
the latest changes and then to undertake it in the operations of the hotel under the new brand of
Kimpton. The current study stated about the Social Cognitive theory and how it help the
company in managing its rebranding with help of its three components that is personal,
environmental and behavioural.

REFERENCES
Books and Journals
Able, A., Doerflinger, F. and Loveys, B., 2017, August. Mentor Role in research skill
development of second year plant science undergraduates. In Proceedings of The
Australian Conference on Science and Mathematics Education (formerly UniServe
Science Conference) (p. 6).
Jenkins, L., Hall, H. and Raeside, R., 2018. Applications and applicability of social cognitive
theory in information science research. Manuscript of paper submitted to Journal
Librarianship and Information Science.
Nabi, R.L. and Prestin, A., 2017. Social learning theory and social cognitive theory. The
International Encyclopedia of Media Effects, pp.1-13.
Ng, T.W. and Lucianetti, L., 2016. Within-individual increases in innovative behavior and
creative, persuasion, and change self-efficacy over time: A social–cognitive theory
perspective. Journal of Applied Psychology. 101(1). p.14.
Ring, C. and Kavussanu, M., 2018. The role of self-regulatory efficacy, moral disengagement
and guilt on doping likelihood: A social cognitive theory perspective. Journal of Sports
Sciences. 36(5). pp.578-584.
Stillman, P.E., Shen, X. and Ferguson, M.J., 2018. How mouse-tracking can advance social
cognitive theory. Trends in cognitive sciences. 22(6). pp.531-543.
Willison, J. and Buisman-Pijlman, F., 2016. PhD prepared: research skill development across the
undergraduate years. International Journal for Researcher Development.