The Impact of Digital Technology on SMEs: A Case Study Analysis

This research project investigates the impact of digital technology on Small and Medium Enterprises (SMEs), with a specific case study on Apple Guest House. The project explores the rationale for studying digital technology's effect, emphasizing its role in business success, profitability, and operational efficiency. It outlines research aims and objectives, including analyzing digital transformation stages, identifying challenges, and recommending implementation strategies. The methodology includes a research proposal, data collection, presentation, analysis, and discussion, supported by primary and secondary data. The project presents findings through data interpretation, focusing on how digital technology positively impacts the chosen business, improves operations, and enhances customer engagement. The project also includes a Gantt chart detailing activities and timelines. The research concludes with recommendations to expand the effectiveness of the company through digital technology implementation.

RESEARCH PROJECT

Table of Contents
Title: Impact of digital technology on SME....................................................................................1
LO 1.................................................................................................................................................1
P1 Research proposal ............................................................................................................1
P2 Appropriate research methods...........................................................................................9
LO 2...............................................................................................................................................12
P3 Research methodology....................................................................................................12
P4 Data collection ................................................................................................................13
LO 3...............................................................................................................................................15
P5 Data presentation, analysis and discussion.....................................................................15
LO 4...............................................................................................................................................27
P6 Effectiveness of research methods and reflection...........................................................27
P7 Alternative research methodology and recommendation................................................27
REFERENCES..............................................................................................................................29
APPENDICES...............................................................................................................................31

Title: Impact of digital technology on SME.
LO 1
P1 Research proposal
Research project description
Introduction
Technology plays very important role in the business success and growth. This is
because, it helps to make more profits and revenue in the enterprise with consider different
activities and tasks. In the small business enterprise, it helps to make high profitability and
maintain effectiveness in systematic manner. Therefore, programs and functions has been carried
to make productivity and high performances in the business unit (Bell, Bishop and Przybylski,
2015). It assists to reduce labour cost and create advance activities in the business. As results,
technical support will be implemented at workplace to make international business. Technology
also help to increase production and ascertain several advantages in the company. Outsource of
the functions also consider which make effective results in internal and external environment.
Furthermore, advertisement with digital technology also consider to increase business growth
and outcomes (Nesamoney, 2015). In the small business unit, digital technology assists to define
useful results with using different tools such as communication, network, etc. It assists to access,
manage, integrate, evaluate, etc. information that needed to perform several functions and
operations in the business.
Rationale of study
In order to consider study of digital technology on small business, it can be stated that
effectiveness will be develop continuously. This is because, it assists to maintain advancing
results and outcomes which help to focus on the innovations and creativity. In addition to this, it
helps to understand importance which consider emerging trends in the enterprise to face
challenge, ascertain new activities, deal with upcoming targets, etc. Hence, it creates impact on
the new programs and activities that are carried to perform several functions in the market
(Meier, 2015). Present study based on the Apple Guest House which is small sector business in
UK. Now they are looking to make new activities and tasks to increase their effectiveness and
make large enterprise. Hence, digital technology implementation increase their target market and
work with innovative activities as well. Furthermore, research help to implement new tools and
1

techniques that help to attain more desired results in the company in systematic way. Therefore,
aims and objectives has been prepared accordingly.
Research aims and objectives
Aim: To identify impact of digital technology on marketing of small business to make high
growth – A Case study on Apple Guest House.
Objectives
 To analysis development stages for digital transformation.
 To identify challenges which integrated with digital technology in the small business.
 To implement digital technology in Apple Guest House.
 To engage stakeholders help to implement digital technology in small business.
 To recommend ways with digital technology implement to expand effectiveness of the
company.
Research questions
 What are development stages for digital transformation?
 What are the challenges which integrated with digital technology in the small business?
 How to implement digital technology in Apple Guest House?
 How to engage stakeholders help to implement digital technology in small business? What are recommend ways with digital technology implement to expand effectiveness of
the company?
Reasons for choosing research project
In respect to conduct research, there are several reasons exist that assists to make
effective results in the outcomes. Due to different reasons, researcher consider their
understanding and activities. It assists to focus on the desired results and outcomes which help to
generate more effective functioning at workplace (Cantallops and Salvi, 2014). With the help of
the following tools, reasons could be ascertained at workplace: Scope of study: In order to conduct study, there are several reasons exist in which scope
if the best element. This is because, with the help of scope, they can consider analysis to
develop effective functioning in the business. In order to make proper assessment, it can
be stated that digital technology create positive impact on the small business results
(Molina-Azorín, Tarí and Pertusa-Ortega, 2015).
2

 Knowledge of researcher: Furthermore, another reason to conduct study is that
researcher has wide knowledge of digital technology implementation. In this way, they
can make the highest growth and development program in the Apple Guest House.
Furthermore, it will assist to perform innovative and creative functions to focus on the
relevant information in the company (Melián-González and Bulchand-Gidumal, 2016). Interest of researcher: Another reason to conduct study is that researcher has more
interest to make effectiveness. In this regard, it is important to focus on development of
understanding and effectiveness in the business. With the interest, researcher able to
increase skills and understanding towards particular aims and objectives. It will focus to
ascertain creative advantages and growth in the business environment (Lien, Wen and
Wu, 2015). Growth of business: Apple Guest House is small business so that another reason to select
the present topic is that it make the highest growth of the enterprise. It assists to focus on
the more effective functioning and effectiveness. In respect to make growth of the
company, researcher consider different tools and techniques that help to make high
growth in the results (Verma and Verma, 2017). Moreover, the chosen firm able to
increase their customers and target market as well. It will help to attain desired results in
the market.
Activities and time scale
In respect to implement tools and techniques, it can be stated that project plan consider
different elements that help to make high growth in the business. In this regard, effectiveness
will be develop continuously that assists to meet with desired results in systematic manner. In
order to focus on the relevant consideration, following activities consider which taken to attain
more creative aspects (Lockwood and Pyun, 2018).
Furthermore, there are several other activities consider in the research project that help to
find useful information in systematic manner. It assists to focus on attain desired outcomes and
profitability as well. In first and second week proposal has been considered that assists to create
blue print of whole project. In addition to this, in the third week aims and objectives has been
prepared that consider important role in the enterprise to ascertained innovative results. As per
aims and objectives, whole project will be taken to find useful results at workplace. Along with
this, background research study conducted to perform different goals and objectives in the
3

business environment (Nieves, Quintana and Osorio, 2014). Therefore, present study carry
creative learning and performances at workplace. With the help of suitable research
methodologies, research carry to find useful results and outcomes in the business environment.
As results, study carry to focus on the data collection. With this regard, primary and secondary
data has been carried to undertake more relevant information in the business and develop
profitability as well. After collection of data, research examine it to find useful consideration at
workplace. It assists to focus on the desired results and attain more specific tools in the business.
After this, interpretation of data and execution of project has been considered which help to
implement finding of the present project. In addition to this, conclusion and recommendation has
been carried that assists to develop more relevant outcomes in the business to focus on more
effective results in the business. When draft has been submitted, some relevant modifications as
per tutor has been set so that effective results has been considered to focus on final submission
(Melián-González and Bulchand-Gidumal, 2016).
Gantt chart: In the project plan, it can be stated that different activities and task has been
taken to accomplish desired results. In this way, as per setting of time, all activities consider
important role in the research process. In the present research, it considers in the following
manner:
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Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
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
Literature review consider important role to find useful information from previous
researcher. In this way, researcher consider understanding and reading of previous published and
5

unpublished resources that help to find useful results at workplace. With this regard,
effectiveness also develop to focus on the implementation of digital technology at workplace. It
is the best way to understand importance of the research that develop in systematic manner in the
enterprise.
Development stage of digital technology
According to the view of Landge, Randive and Rathod, (2016), digital technology
implementation helps to attain desired results and accomplish targets in systematic manner. With
this regard, different activities and tasks has been implemented to focus on encourage people in
the business. In this regard, process of digital transformation has been carried to develop more
effective information at workplace. There are different elements has been implemented and
covered that assists to meet with the desired results such as active, formalised, strategic, etc.
Beside this, Taylor, Fritsch and Liederbach, (2014) stated that digital technology implementation
in small business consider activities that operated in the company to focus on legacy perspective
outcomes. In this regard, different elements has been implemented that assists to perform aims
and objectives in systematic manner. In this way, it is essential to focus on digital technology
relevance which assists to perform different tasks and activities in the business environment.
Therefore, small enterprise able to gather more effective work performances through attain more
creative results. In order to focus on views of Bell, Bishop and Przybylski, (2015), they argued
that in the digital technology implementation, there are several activities and tasks considered
that implied with experiment with including creativity, disparately, etc. All these aspects helps to
focus on maintain more creative work performances in the business. It will assist to accomplish
desired aims and objectives which carried to focus on the business development and maintain
effectiveness as well. Hence, improvement in the business activities consider with advance
technology and development of business goals. On the other hand, Meier, (2015) explored their
ideas and views that digital technology implementation consider experimentation in the
enterprise to execute effective functioning in the business environment. With the help of
implement digital technology, the company able to maintain their effectiveness and attain desired
results as well. Therefore, team will able to perform in systematic manner. Dedication is also
implemented to focus on the performances of employees that carries different activities and
targets as well. Team transformation assists to make new structure and attain more relevant
outcomes at workplace.
6

Challenges face by small business in respect to implement digital technology
According to the point of Taylor, Fritsch and Liederbach, (2014), there are different
challenges exist in the small business. This is because, implementation of digital technology
consider more investment in the business so that it need to make effectiveness in the business.
With the help of different elements, it can be stated that company able to perform their functions
and operations in systematic manner. As results, they are getting more effective results in the
market. First and main challenge that occur in front of business is professional development.
However, Bell, Bishop and Przybylski, (2015) consider their views that use of effective
technology requires adequate qualities among team members to increase their effective results.
As results, company need to provide them training and professional development activities so
that effective results will be gain successfully. With the help of knowledge and information, the
company able to make innovative tools and techniques at workplace. It is the best way to
ascertained target market and development of the organisation as well. As per the view of Bahri-
Ammari and Nusair, (2015), Apple Guest House need to make resistance to change. This is
because, with changing structure and activities they are able to develop more relevant results and
performances at workplace. It is the best way to perform different activities and tasks in the
business that are carried to make innovative results in the company. However, Meier, (2015)
stated that new models' implementation is also great challenge in front of the business which
create negative impact on the business. In this regard, it is important to ascertain competition
with traditional aspects of the enterprise. In respect to create more effectiveness in the company
so that they are able to attain more reliable information. Proper need of attention needed to attain
more desired results at workplace in systematic manner.
Implementation of digitalisation technologies in the Apple Guest House
According to the point of Baller, Dutta and Lanvin, (2016), digital technology help to
develop more effective results and outcomes. In this way, it is important to maintain
effectiveness of the company with undertake several activities at workplace. With this regard,
systematic work performances, the company able to develop their effectiveness and creativity at
workplace. As results, different opportunities has been carried by informal and formal method so
that systematic work performances has been developed in creative manner. Along with this,
Shifrin, Brown and Flinn, (2015) stated that informal learning need to be remove from workplace
so that adequate tool need to implement to attain more desired results at workplace. With the
7

help of differentiation instructions and technologies, the company able to maintain their effective
position in the international market. Landge, Randive and Rathod, (2016) stated that, digital
technology implementation create effective results and outcomes to focus on the business
development. In this aspect, it is important for the chosen business to focus on the different
advantages that help to maintain more creative results. Communication tool is the important tool
to implement digital technology in the business environment. With the help of digital
technology, success of the enterprise develop in systematic manner which consider in the society
to attain more relevant activities.
Stakeholders that engage to develop digital technology in small businesses
According to the point of Bahri-Ammari and Nusair, (2015), stakeholders are also
important part of the business success. In this regard, there are different types of stakeholders
exist that help to perform several functions and operations in systematic manner. In this regard,
development activities consider maintain effectiveness in the company. In this way, it is
important to engage all stakeholders that are important part of the business. It is the best way to
focus on the desired results. Steps need to follow to consider effective results in the business. On
the other hand, Baller, Dutta and Lanvin, (2016) argued that social media implementation is the
main tool which integrate all stakeholders at workplace. It assists to gather effective information
and outcomes in the business environment. In this regard, researcher need to focus on maintain
effectiveness at workplace. Hence, it is one of the important consideration that help to increase
effectiveness. Furthermore, Taylor, Fritsch and Liederbach, (2014) stated that business and
stakeholders need to maintain their relationship in systematic manner because it assists to carry
several business program in the business environment. With the help of the strong relationship, it
can be stated that effectiveness ascertain in proper way in the enterprise. As results, it assists to
maintain effectiveness and undertake more creative results in the business. Relationship also
ascertained to focus on the online publications which assists to consider consumer segmentation
to conduct research in the business. With the help of customer attraction more effective results
will be gain at workplace. However, Landge, Randive and Rathod, (2016) stated that
implementation of the effective functioning carried to maintain proper investigation and
undertake new activities at workplace. It will help to focus on the development of desired results
in proper way. With the consideration of relevant results, it can be stated that all tools and
techniques must be implemented to attain more desired results at workplace.
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Recommendation to increase digital technology implementation in Apple Guest House
According to the view of Bell, Bishop and Przybylski, (2015), in respect to implement
digital technology, it can be stated that chosen business able to attain their desired results and
outcomes. In this way, it is important to focus on transformation of tools and techniques in
desired manner. With the help of research tools and techniques, it will help to focus on maintain
more creative results at workplace. However, Memarzadeh, Blum and Adams, (2015) argued that
the company need to implement social media tools which help to focus on the desired results'
implementation at workplace. This is because, recently maximum people using social media to
increase their performances. As results, it will assist to develop more attraction of customers and
attain systematic work performances at workplace. With the help of the tools and techniques, it
can be stated that researcher able to consider proper investigation program in the business.
According to the point of Bahri-Ammari and Nusair, (2015), maintain relationship with
different people in the business ascertained several advantages and disadvantages at workplace.
It is the best way to focus on create more profits and revenue in the business. In order to maintain
learning and effectiveness, it can be stated that appropriate results and outcomes need to develop
to focus on more profits and revenue at workplace easily.
P2 Appropriate research methods
In the research, following methods used to carry present study with aim and objectives:
 Research approach: Research approach is useful element that help to attain more
relevant results and outcomes in the business. In this regard, effectiveness also develop to
focus on investigation techniques. It helps to attain more creativity and maintain proper
research findings as well. Research approach consider different kinds of techniques and
tools that assists to perform several operations and functions in the business (Melián-
González and Bulchand-Gidumal, 2016). With the help of this tool, researcher able to
find useful information towards the present topic. In this regard, inductive and deductive
approaches has been considered that help to attain more effective functioning at
workplace. It is the best way to focus on the desired outcomes and maintain more
effective results. It is significant element that help to focus on the maintaining
effectiveness. Investigation also completed to accomplish desired results in the business.
With the help of aim of present study, it can be stated that aims and objectives will be
completed on time. Effective outcomes also develop significant outcomes to attain
9

desired results. As per the scholar, it can be stated that deductive approach has been
selected to find useful outcomes in the business. It is the best way to focus on the aims
and objectives that need to attain desired results. In addition to this, it is also useful to
find valid reasons. It assists to create systematic research outcomes in the business.
Emerging trends are also considered in which investigator can interpret data through
collect primary information.
 Research design: It is one of the important element that assists to conduct proper
research, it can be stated that research methodology consider important role at workplace.
In this regard, data collection consider important role in respect to find information
results. It is the process to consider information in systematic manner. Data collection
consider with appropriate outcomes in the enterprise (Nieves, Quintana and Osorio,
2014). Research design consider important role with scholar which represent with obtain
appropriate outcomes. There are mainly different types of research design included such
as descriptive, exploratory, descriptive, etc. From these elements, researcher consider
descriptive tool that help to attain more effective and innovative tools that assists to find
useful information in the business. From the above research consider indepth information
that help to find more effective consideration at workplace. In this regard, they can easily
explore and explain effective results.
 Research philosophy: Research philosophy is also important element that assists to
conduct relevant results in the business. In this regard, different perspective of
assumption, belief, values, etc. need to implemented at workplace. It considered different
source, nature and development of knowledge in the business. With this regard,
investigator need to concentrate on values, belief, assumption, etc. There are two types of
research philosophies exist such as interpretivism and positivism. These philosophies
assist to consider systematic analysis that help to attain more creative work performances
in the business (Cantallops and Salvi, 2014). In this way, interpretivism philosophy
implement to get fresh information and consider to make effective functioning. Beside
this, positivism research philosophy consider which relies on fact and figures, etc. In this
aspect, effective results will be attain through focus on desired results and activities. With
the help of relevant information, it can be stated that impact of digital technology could
be analysis in systematic way.
10

 Data collection: It is also important tool that assists to take creative consideration at
workplace. With this regard, effective functioning has been developed to maintain
effectiveness in business. It is significant approach that assists to researcher to select
appropriate data of collection. Without data collection, research process not completed.
Therefore, it is important to focus on the gather relevant outcomes in the business with
using desired aspects. Furthermore, there are two types of data has been considered that
assists to frame relevant outcomes at workplace. For instance, primary and secondary
data has been taken that assists to find useful results at workplace. Primary data collected
to find useful information towards the present research with preparing questionnaire
(Cantallops and Salvi, 2014). It is the best way to focus on the relevant information in the
business. In this regard, it is important to take different authors views in systematic
manner. It is the best way to attain proper and effective information at workplace.
Furthermore, secondary data also gather relevant outcomes. In this regard, researcher use
books, journals, magazines, newspapers, articles, etc. In this regard, effectiveness
develop in small business enterprise. With the help of effective research, it can be stated
that investigation has been developed with different resources.
 Data analysis: Data analysis is the also important element that consider in research
methodology. With this regard, it can be stated that collected data assists to develop
appropriate results. It is important element of research methodology to analysis
information and find relevant results at workplace. In this regard, subjective outcomes
will be consider to focus on desired results and outcomes. Furthermore, effective solution
also consider to attain more effective program in the business. There are several tools and
techniques has been implemented that analysis and depend on research strategy. There
are two kinds of methods to data analysis such as qualitative and quantitative (Cantallops
and Salvi, 2014). In the basis of qualitative research, thematic analysis technique has
been implemented to attain more creative results at workplace. It is the best way to
maintain creative program in the business with investigation. Beside this, there are
several elements included in the quantitative tool such as co-relation, regression, etc.
With the investigation, qualitative strategy has been used in the present research.
 Sampling: In order to analysis effective results, it can be stated that sampling is useful
tool that assists to find outcomes in significant manner. In this regard, there are several
11

methods could be consider in which researcher able to find useful information at
workplace. With the help of the sample size and method, it can be stated that results
consider in systematic manner. There are two kinds of tools consider in the sampling
such as random and non random sampling methods. In the present research, simple
random sampling method conducted that assists to find useful information at workplace.
It is the best way to attain desired results. Probabilistic and non-probabilistic sampling
methods consider find useful information at workplace. With the help of proper
discussion, it can be stated that there are 20 employees has been selected to conduct
investigation.
LO 2
P3 Research methodology
Cost
In order to find effective results, it can be stated that research requires proper cost
implementation to develop targets. In this regard, £863 requires implementing different activities
at workplace. Furthermore, it is also helpful to attain desired results in the business to maintain
effectiveness (Cantallops and Salvi, 2014). In this regard, functions and operations assists to
maintain relevant outcomes and desired results as well. With concentrate on different
perspective, it can be stated that cost is important part which taken on the basis of systematic
work performances.
Access
In order to develop effective research program, it can be stated proper information must
be carry that access on the basis of creative consideration. It is the best way which help to attain
more relevant outcomes and results at workplace. In this regard, it is essential to maintain
effectiveness at workplace (Melián-González and Bulchand-Gidumal, 2016).
Ethical consideration
It is the important consideration, it can be stated that ethical elements need to implement
to focus on research methodology. In this regard, researcher need to focus on the ethical
consideration to maintain effectiveness in the business. There are systematic concentrate requires
on questionnaire so that no one harmed by the any activity. In this regard, it is important to
maintain effective results that assists to Apple Guest House to create more relevant outcomes.
12

With the help of proper following rules and regulations in the nation, researcher able to find
more creative aspects in the business. Furthermore, researcher has responsibilities to follow data
regulation act has been followed. Beside this, all secondary information also carried from
relevant sources so that there is no issue of plagiarism occurred. Apart from this, authentication
requires with citations as well.
P4 Data collection
In order to conduct data collection, primary and secondary both kinds of data has been
undertaken. On the basis of primary information results will be develop to focus on the effective
functioning. In this regard, study consider with questionnaire. In this regard, following
questionnaire has been needed at workplace:
Questionnaire
Name:
Age:
Gender:
1. As per you opinion, digital technology create positive impact on Apple Guest House?
 Yes
 No
 Cannot say
2. As per your views, how digital technology perform in the business?
 Effective
 Positive
 Increased
 Neutral
 Decreased
3. Which is element consider positive impact in term of adopting digital technology in the
Apple Guest House?
 Convenient to manage business operations
 Improve quality services
 Easily contact with advertisement of products and services
 Increase business productivity
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4. Company has convenient to use digital technology at chosen business environment?
 Yes
 No
 Cannot say
5. Which is the element has been used to consider digital technologies for business operations in
Apple Guest House?
 Finance department
 Marketing
 Production department
6. Does implement digital technology consist more time in small business enterprise?
 Yes
 No
 Cannot say
7. As per your opinion, which purpose consider by Apple Guest House to implement digital
technology?
 Balanced production with appropriate distribution of goods
 Effective marketing and communication activities
 Improvement quality services in products and services
 Facing high level of competition with consider solution for it
8. Adopting digital technology is costly for the chosen business?
 Yes
 No
 Cannot say
9. What forecasting consider with implement digital technology in the chosen business?
 Developing
 Effective
 Neutral
 Decreased
10. Evaluate adoption of digital technology for business operations in Apple Guest House?
 Costly
 Changes in technologies
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 Fluctuate market prices
LO 3
P5 Data presentation, analysis and discussion
Theme 1 Digital technology create positive impact on Apple Guest House
As per you opinion, digital technology create
positive impact on Apple Guest House?
Respondents
Yes 18
No 2
Cannot say 0
Interpretation: In order to look towards the above graph, it can be stated that there are 18
candidates stated that digital technology create positive impact on the Apple Guest House. In this
way, they are able to frame creative results and outcomes through focus on business
development. With consideration of the advantages, it can be seen that business able to maintain
15
18
2
Yes
No
Cannot say

their effectiveness in systematic manner at workplace. Furthermore, there are 2 candidates stated
that digital technology not create positive impact. As results, it impacts negatively to cooperate
and consider more systematic work performances in the enterprise. As results, it can be stated
that effectiveness of the business must be develop through focus on the desired results and
outcomes which consider important role. As per the secondary data, it can be stated that digital
technology impact positively with transformation activities. Therefore, this consider strategies
and targets that are formalised to meet with desired outcomes.
Theme 2 Digital technology perform effective to the chosen business
As per your views, how digital technology
perform in the business?
Respondents
Effective 12
Positive 3
Increased 2
Neutral 2
Decreased 1
16

Interpretation: In respect to look towards the above graph, it can be stated that there are 12
employees said that digital technology create effective impact on the business outcomes. In this
regard, effectiveness of the enterprise will be develop to ascertained several advantages and
benefits in the business. Furthermore, there are 3 candidates stated that it consider positive
performances to attract different people in the business. As results, it helps to focus on
maintaining effective business performances. Moreover, there are 2 employees said that digital
technology impact increased manner in the business that assists to maintain their systematic
work performances in positive view. In addition to this, there is 1 candidate consider that digital
technology decreased so that effectiveness of the enterprise will be reduced. However, as per
secondary data digital technology perform very effective to focus on the legacy perspective to
gain aim and objectives in successful way. It helps to perform functions in order to implement
digital technology.
Theme 3 Digital technology create positive impact in term of convenient to manage
business operations
Which is element consider positive impact in Respondents
17
12
3
2
2
1
Effective
Positive
Increased
Neutral
Decreased

term of adopting digital technology in the
Apple Guest House?
Convenient to manage business operations 15
Improve quality services 3
Easily contact with advertisement of products
and services
2
Increase business productivity 0
Interpretation: In respect to focus on the above report, it can be stated that there are 15
candidates said that convenient to manage business operations consider positive impact on the
business. In this regard, digital technology help to create more systematic advantages in the
company to focus on the relevant outcomes. Furthermore, there are 3 candidates stated that
improvement in quality services is important aspect which impact positively on the desired
outcomes and effectiveness. There are 2 people stated that they are able to create easily contact
with advertisement of products and services so that systematic work performances will be
developed. Hence, Apple Guest House able to create their more advertisement to attract several
people in the business. On the basis of secondary data, digital technology implementation assists
to manage and operate successful operations that assist to gain several advantages at workplace.
18
15
3
2
Convenient to manage
business operations
Improve quality services
Easily contact with
advertisement of products and
services
Increase business productivity

Therefore, it creates positive impact on performances and outcomes to develop and management
operations of chosen hotel.
Theme 4 Company has convenient to use digital technology in business
Company has convenient to use digital
technology at chosen business environment?
Respondents
Yes 17
No 2
Cannot say 1
Interpretation: In respect to look towards the above graph, it can be interpreted that there are 17
candidates stated that company has convenient to use digital technology in the business. This is
because, it assists to make effectiveness in the enterprise and attain more creative performances
as well. Furthermore, there are 2 employees said that company has no convenient to use digital
technology at workplace. As results, it reduced effectiveness of the company to manage their
functions and operations in the international environment. There is 1 candidate stated that it
cannot be interpreted that technology make effective results in business or not. Hence, it reduced
effectiveness of the enterprise to make systematic results. According to the secondary data and
19
17
2
1
Yes
No
Cannot say

information, it can be said that digital technology create several challenges that are face by hotel
industry in small businesses. It requires several up gradation to make effectiveness at workplace.
Professional development is main challenge that occur due to lack of proper knowledge and
information. Hence, it is important to determines innovative products and services which helps to
promote desired level results.
Theme 5 Finance department mainly consider digital technology on business operations
Which is the element has been used to
consider digital technologies for business
operations in Apple Guest House?
Respondents
Finance department 15
Marketing 4
Production department 1
Interpretation: The above graph said that there are 15 employees exist that consider views that
finance department mainly implement to consider digital technology at workplace. In this regard,
20
15
4
1
Finance department
Marketing
Production department

Apple Guest House need to focus on maintain and deliver more significant advantages at
workplace. There are 4 candidates stated that marketing is important element that assists to
develop digital technology in the business environment. It will help to maintain more profits and
revenue in the enterprise. There is 1 candidate that said that production department mainly
implement digital technology at workplace. According to secondary information, Apple Guest
House consider resistance to change as per structure to implement new tools and techniques.
Therefore, it is important to undertake existing competition of the market to create desired level
efficiency.
Theme 6 Digital technology implementation consider more time in small business
enterprise
Does implement digital technology consist
more time in small business enterprise?
Respondents
Yes 14
No 3
Cannot say 3
21
14
3
3
Yes
No
Cannot say

Interpretation: In respect to focus on the desired results, the above graph stated that 14
employees stated that implementation of digital technology consider more time in the small
business enterprise. This is because, it reduces effectiveness of the company. Furthermore, there
are 3 employees consider their views digital technology not consider more time in the small
business enterprise. In addition to this, there are 3 employees said that it cannot be interpreted
that it cannot be said that digital technology not create any impact on the small business
enterprise. According to secondary data, it can be stated that digital technology not requires for
stakeholders engagement and develop performance at workplace. Social media is one of the
greatest way that helps to increase effectiveness. Relationship can be build to carry several
business program to make strong relationship. It ascertained to focus on online publications and
consumer segmentation as well.
Theme 7 Balanced production with appropriate distribution of goods is main element to
implement digital technology
As per your opinion, which purpose
consider by Apple Guest House to
implement digital technology?
Respondents
Balanced production with appropriate
distribution of goods
14
Effective marketing and communication
activities
4
Improvement quality services in products and
services
2
Facing high level of competition with consider
solution for it
2
22

Interpretation: In the above graph, it can be stated that there are 14 employees said that Apple
Guest House has benefit to create balance production with appropriate distribution of goods. In
this regard, the company has benefit to attain more effective results. In respect to look for the
present secondary data, it can be stated that social media tools are very necessary perspective that
focus on attaining desired level effectiveness. It increases more attention of customers towards
systematic work balanced production with appropriate distribution of goods.
Theme 8 Adopting digital technology is costly for the chosen business
Adopting digital technology is costly for the
chosen business?
Respondents
Yes 16
No 2
Cannot say 2
23
14
4
2
2
Balanced production with
appropriate distribution of
goods
Effective marketing and
communication activities
Improvement quality services
in products and services
Facing high level of
competition with consider
solution for it

Interpretation: In respect to look towards the above graph, it can be stated that there are 16
candidates said that adopting digital technology is main advantage to increase effectively.
However, it is very costly to develop more significant advantages at workplace. Furthermore,
there are 2 employees said that it is not costly for the selected business unit. From primary data,
it has been seen that adopting digital technology is very costly. Therefore, in secondary data
certain recommendation implemented. Social media tools mainly implemented to attract most
customers with proper investigation. It increases more profits and revenue as well.
Theme 9 With digital technology, the company can developing their outcomes in the
enterprise
What forecasting consider with implement
digital technology in the chosen business?
Respondents
Developing 13
Effective 2
Neutral 3
24
16
2
2
Yes
No
Cannot say

Decreased 2
Interpretation: In the above graph, it can be said that there are 13 employees stated that
forecasting in the business consider with ascertain developing outcomes. It is the best way to
attain more creative results and operations at workplace. Furthermore, there are 2 candidates said
that it is effective to implement digital technology at workplace that help to maintain more
creativity. Moreover, there are 3 employees said that forecasting consider neutral impact with
implement digital technology at workplace. Remaining 2 workers consider their views with
decreased results and systematic work performances. Forecasting is implementing in Apple
Guest House with using digital technology to consider proper investigation. It will develop more
effectiveness to regulate certain regulations. As secondary information, maximum number of
people using social media to attract people so that it ascertained to increase customer attraction.
Theme 10 Changes in technologies is main consideration to operate business functions and
activities
Evaluate adoption of digital technology for
business operations in Apple Guest House?
Respondents
25
Developing Effective Neutral Decreased
0
2
4
6
8
10
12
14 13
2
3
2
Respondents

Costly 4
Changes in technologies 14
Fluctuate market prices 2
Interpretation: In respect to look towards the above graph, it can be stated that there are 14
people said that changes in technologies is main advantage to the business with implement
digital technology at workplace. Furthermore, there are 4 employees stated that it is very costly
to implement digital technology at workplace. As results, it reduced effectiveness of the
company and create negative impact on Apple Guest House. Remaining 2 people said that
fluctuate market price is the main consideration which evaluate to adoption of digital technology
in the Apple Guest House. In term of secondary information, changes in technologies requires
higher cost which create negative impact on the results. Therefore, fluctuation in market price
must be carried with implementation of digital technology at workplace.
26
Costly
Changes in technologies
Fluctuate market prices
0
2
4
6
8
10
12
14
Respondents

LO 4
P6 Effectiveness of research methods and reflection
With regards to carry present study, it can be stated that I had learned several things
regard research. It assists to increase learning and performing several tasks that are carried to
understand digital technology implementation. On the basis of different activities of digital
transformation, Apple Guest House will able to gather more information regarding customers. It
increases more advance tools and techniques that are helpful to make innovative perspective. I
also understand to make appropriate communication with different respondents. As a result, it
helps to promote more desired level efficiency at workplace. With qualitative research
methodology, I have gathered appropriate data that consider useful information at workplace.
In respect to consider effective functioning, it can be stated that present research help to
implement effective results in small business enterprise. With this regard, innovative tools and
techniques has been implemented that assists to focus on the systematic review of process. It is
the significant advantage to develop more creative functioning. In this regard, several people
consider their views that the chosen business need to implement digital technology to ascertain
innovative consideration at workplace. Furthermore, small scale business getting developing and
effective consideration with implementation of digital technology in the business.
P7 Alternative research methodology and recommendation
In order to recommend effective results, it can be stated that digital technology consider
important role in the business. In this regard, Apple Guest House need to focus on maintain
effectiveness that help to attain more specific and desired results at workplace. It is the best way
that help to maintain more creative consideration in the enterprise. Furthermore, it summarised
about different authors views that helps to understand about published and UN-published sources
effectively. In addition to this, it helps to carry present research with different strategies.
However, there are several aspects need to implement that help to maintain creativity at
workplace. Following recommendation could be applied in the business to increase business
effectiveness: Consider social media tools: In order to look towards the recommendation, it can be
consider that the chosen business need to implement different kinds of social media tools
that help to implement innovative results at workplace. In this regard, Apple Guest House
27

need to undertake Facebook, Instagram, etc. With the help of these elements, the chosen
business could increase their selling and profitability in new areas. As results, it will
assist to focus on maintain more creativity and effectiveness at workplace. With the help
of the advantages, it can be stated that relevant results will be gain to focus on the
business performances. Provide training program to staff members: Furthermore, it can be stated that digital
technology require advance tools so that all members require training and development
program that assists to meet with effective results. In this way, targets and goals will be
develop through focus on the aims and objectives. When employees are getting proper
training and development program, they are able to deliver useful results in the market.
 Taking feedback from customers: Further, Apple Guest house need to take feedback
from customer on regular basis. In this regard, they are able to consider more effective
results at workplace. It is the best way to focus on innovations and creativity. It is the best
way to attain more creative results at workplace. Apart from this, as per customers needs
and demand, the company can deliver their products and services at workplace.
Further research areas consideration
In respect to focus on the relevant information, it can be stated that there are several areas
where research could be consider in systematic manner. It is the best way that assists to expand
small business enterprise in new areas. Following are certain topics consider which help to
develop further research areas consideration:
 To identify importance of training and development program in retail sector business.
 To explore ways through business can increase their promotional activities
 To analysis significant of social media tools in hospitality business.
28

REFERENCES
Books and Journals
Bahri-Ammari, N. and Nusair, K., 2015. Key factors for a successful implementation of a
customer relationship management technology in the Tunisian hotel sector. Journal of
Hospitality and Tourism Technology. 6(3). pp.271-287.
Baller, S., Dutta, S. and Lanvin, B., 2016. Global Information Technology Report 2016.
Ouranos.
Bell, V., Bishop, D.V. and Przybylski, A.K., 2015. The debate over digital technology and
young people. The BMJ. 351. pp.h3064-h3064.
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on eWOM
and hotels. International Journal of Hospitality Management. 36. pp.41-51.
Landge, A., Randive, A. and Rathod, G.I., 2016. Keyword based service recommendation
system for hotel system using collaborative filtering. Int. Res. J. Eng. Technol. 3(2).
pp.788-792.
Lien, C.H., Wen, M.J. and Wu, K.L., 2015. Online hotel booking: The effects of brand image,
price, trust and value on purchase intentions. Asia Pacific Management Review. 20(4).
pp.210-218.
Lockwood, A. and Pyun, K., 2018. Developing a Scale Measuring Customers’ Hotel
Servicescape Perceptions in Upscale Hotels. International Journal of Contemporary
Hospitality Management.
Meier, P., 2015. Digital humanitarians: how big data is changing the face of humanitarian
response. Routledge.
Melián-González, S. and Bulchand-Gidumal, J., 2016. A model that connects information
technology and hotel performance. Tourism Management. 53. pp.30-37.
Memarzadeh, F., Blum, S.C. and Adams, C., 2015. The impact of positive and negative e-
comments on business travelers’ intention to purchase a hotel room. Journal of
Hospitality and Tourism Technology. 6(3). pp.258-270.
Molina-Azorín, J.F., Tarí, J.J. and Pertusa-Ortega, E.M., 2015. The effects of quality and
environmental management on competitive advantage: A mixed methods study in the
hotel industry. Tourism Management. 50. pp.41-54.
29

Nesamoney, D., 2015. Personalized digital advertising: How data and technology are
transforming how we market. FT Press.
Nieves, J., Quintana, A. and Osorio, J., 2014. Knowledge-based resources and innovation in the
hotel industry. International Journal of Hospitality Management. 38. pp.65-73.
Shifrin, D., Brown, A. and Flinn, S.K., 2015. Growing up digital: Media research symposium.
American Academy of Pediatrics. 1. p.2015.
Taylor, R.W., Fritsch, E.J. and Liederbach, J., 2014. Digital crime and digital terrorism. Prentice
Hall Press.
Verma, M. and Verma, K., 2017. Social Media a Promotional Tool: Hotel Industry. Journal of
Advances In Humanities. 5(1). pp.221-223.
30

APPENDICES
Research proposal and ethical form
Research proposal
31

Section One: Title, objective, responsibilities
Title or working title of research project ( in the form of a question, objective or hypothesis)
Research project 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?):
Aim: To identify impact of digital technology on marketing of small business to make high
growth – A Case study on Apple Guest House.
Objectives
 To analysis development stages for digital transformation.
 To identify challenges which integrated with digital technology in the small business.
 To implement digital technology in Apple Guest House.
 To engage stakeholders help to implement digital technology in small business.
 To recommend ways with digital technology implement to expand effectiveness of the
company.
Section Two: Reasons for choosing this research project
Reasons for choosing the project (e.g. links to other subjects you are studying, personal interest,
future plans, knowledge/skills you want to improve, why the topic is important):
Researcher interest
Researcher knowledge
Scope of the study
Section Three: Literature sources searched
According to the view of Landge, Randive and Rathod, (2016), digital technology
implementation helps to attain desired results and accomplish targets in systematic manner.
With this regard, different activities and tasks has been implemented to focus on encourage
people in the business. In this regard, process of digital transformation has been carried to
develop more effective information at workplace. According to the point of Taylor, Fritsch and
Liederbach, (2014), there are different challenges exist in the small business. This is because,
implementation of digital technology consider more investment in the business so that it need to
make effectiveness in the business. With the help of different elements, it can be stated that
company able to perform their functions and operations in systematic manner. According to the
point of Baller, Dutta and Lanvin, (2016), digital technology help to develop more effective
32

results and outcomes. In this way, it is important to maintain effectiveness of the company with
undertake several activities at workplace. With this regard, systematic work performances, the
company able to develop their effectiveness and creativity at workplace.
Use of key literature sources to support your research question, objective or hypothesis:
Section Four: Activities and timescales
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
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
How long this
will take:
This will take
around 20 weeks
33

Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
Milestone one: Gathering information and data
Target date (set by tutor): 2 weeks
Milestone two: Findings and conclusion
Target date (set by tutor): 1 week
Section Five: Research approach and methodologies
What type of research approach and methodologies are you likely to use and why? What your
areas of research will cover:
Interpretivism research philosophy
Descriptive research design
Qualitative strategy
Deductive approach
Thematic analysis
Simple random sampling
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 and agreement from project checker (if applicable)
34

 All students conducting research activity that involves human
participants or the use of data collected from human participants are
required to gain ethical approval before commencing their research.
 Please answer all relevant questions and note that your form may be
returned if incomplete.
 For further support and guidance please see your respective Unit Tutor.
 Before completing this form, we advise that you discuss your proposed
research fully with your Unit Tutor.
 Please complete this form in good time before your research project is
due to commence.
Section 1: Basic Details
Project title: To evaluate the consequences of digital technology on hospitality industry: A case
study on hotel Hilton
............................................................................................................................................................................
Student name: ...................................................................................
Student ID number: ...................................................................................
Programme: ...................................................................................
College: ...................................................................................
Intended research start date: .............................................
35

Intended research end date: .........................................
Section 2: Project Summary
Please select all research methods that you plan to use as part of your project:
Interviews: 
Questionnaires: 
Observations: 
Use of Personal Records: 
Data Analysis: 
Action Research: 
Focus Groups: 
Other (please specify):
.....................................................................................................................................................
...............
36

Research Ethics Approval Form (contd.)
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Adults: Yes
How will participants be recruited (identified and approached)?
Through personal mail
Describe the processes you will use to inform participants about what you are doing:
 How will you obtain consent from participants?
By personal mail
 Will this be written?
Yes
 How will it be made clear to participants that they may withdraw consent to participate
at any time?
In written
Studies involving questionnaires:
Will participants be given the option of omitting questions they do not wish to answer?
Yes:  No: 
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)
37

Yes:  No: 
38