Improving Hospitality Business: Innovation & Technology at Park Plaza

This research proposal investigates the role of innovation and technology in enhancing business performance within the hospitality industry, focusing on a case study of Park Plaza London. The study aims to identify factors associated with innovation and technology, investigate benefits availed by Park Plaza London through their adoption, and assess challenges faced during implementation. The methodology employs a positivism research philosophy, a deductive approach, and a survey research strategy, utilizing descriptive research design and probability sampling with approximately 30 participants. Anticipated findings suggest a better understanding of how companies attract customers through innovation and technology, highlighting customer orientation as a key driver. Challenges in managing technology and innovation, along with potential employee difficulties in adopting new technologies, are also considered. The proposal includes a timeline using a Gantt chart and provides a list of references.

Research Proposal
(Role of innovation and technology in relation to improve
business performance hospitality industry)

Table of Contents
A research title Role of innovation and technology in relation to improve business performance
hospitality industry. A Study on Park Plaza London.......................................................................3
Background discussion of the research topic...................................................................................3
Rationale..........................................................................................................................................3
Overall Aim.....................................................................................................................................3
Subsidiary objectives.......................................................................................................................3
Methodology....................................................................................................................................4
Research philosophy...............................................................................................................4
Research approach..................................................................................................................4
Research strategy....................................................................................................................4
Research design......................................................................................................................4
Sampling.................................................................................................................................5
References........................................................................................................................................7

A research title Role of innovation and technology in relation to improve
business performance hospitality industry. A Study on Park Plaza London
Background discussion of the research topic
Innovation and technology are the main factors which has the power to influence the level of
business performance e in the hotels. The study will outline about the various factors which are
linked with the innovation and technology to improve business performance in the hospitality
industry. The result of the study will present the relevant information of innovation and
technology (Oeij and et.al.,2019). In the era of technological evolution, the companies are able to
track and respond to the need of the customers at a higher level. As it is essential to be at a strong
position in the market at a strong competitive position. Along with it, the innovation allows the
companies to introduce new services in relation to provide better services to the customers.
Rationale
The main rationale for choosing this topic is to understand the whole concept and role of
innovation and technology in the process of improving business performance mainly in the
hospitality industry (Prieto and Pérez-Santana, 2014). Along with it, my interest in choosing a
present topic is to expand the level of my understanding about the hospitality industry. Further,
this research will benefit me in elevating the level of my information linked with adopting
innovation and technology practices in business.
Overall Aim
To identify the role of innovation and technology in relation to improve business performance
hospitality industry. A Study on Park Plaza London
Subsidiary objectives
 To determine the factors associated with the concept of innovation and technology in
order to enhance the business performance.
 To investigate the benefits availed by Park Plaza London while adopting innovation and
technology practices in business performance.
 To assess the impact of various challenges faced by hospitality industry due to the
implementation of innovation and technology.

Methodology
Research methodology is considered as an essential part in the research which is known to help
in analysing the data in a proper manner. Along with it, the main target of the research
methodology is to define the objectives of the research in a well-organized and productive
manner (Shao and et.al.,2020). It will assist the researcher in the process of collecting data about
the topic in less time and it is also considered as the most cost effective way.
Research philosophy
It is mainly divided into two parts that is interpretivisim and positivism. In relation to the present
study, the positivism philosophy will be selected as it will support in collecting the numerical
data in a proper manner. Along with it, the quantitative information will be covered and it is one
of the cost effective method.
Research approach
There are two methods of research approaches that is inductive and deductive. As per the present
study, deductive approach will be chosen because it will assist in testing the level of validity
before collecting the data.
Research strategy
There are various strategies of research for example grounded theory, survey, systematic
literature review, case study, focus group and many others. In conducting the present research,
the researcher will make use of survey research strategy in order to gain effective information in
an effective manner.
Research design
Under this the type of method is identified for the purpose of collecting the research related topic
in a suitable manner. There are various types of research design methods such as experimental,
descriptive and exploratory. In this descriptive research design is selected as it is known to help
in deriving the detailed information about the chosen topic with the aim of attaining the research
aim and objectives (Joly, 2019).
Sampling
It will be easy to assemble the information from the various people from the population.
As there are various types of sampling that is non-probability and probability sampling. As per
the present study, probability sampling will be chosen as that it will support the researcher in the

process of interpreting and gathering accurate data. That data will be related to the topic from
different number of selected respondents from the set of large population. About 30 participants
will be selected for sampling.
Anticipated findings
From this study, better understanding of the chosen topic will be gained as there are various
ways which are utilised by the companies in order to attract more customers. That is why it is
significant to understand the value of innovation and technology in the era of digitalization. It
can also be seen that customer orientation is the main driver in the path of innovation. That is
why the customer oriented companies and industries are more likely to adopt the innovation and
new technology in the operations (Wang and et.al.,2021). Due to which managing technology
and innovation is said to be the main element because it puts up in operating activities of the
organisation easily. Along with it, there are some challenges which are faced by the various
organisations. In relation to manage innovation and technology and sometime employees also
find it difficult to adopt new technology and innovation in the workplace. Moreover, when
organisations cannot manage innovation and technology then employees feel demotivated and
they get pressure of all actions. Due to which the organisations will not be able to meet the desire
and requirements of customers.
Time scale and working programme

A gantt chart will support in outlining the various activities as per the current schedule status.
Under this it will be easy to work as per the deadlines and properly delegation of the resources.

References
Books and Journals
Joly, P.B., 2019. Reimagining innovation. In Innovation beyond technology (pp. 25-45).
Springer, Singapore.
Oeij, P.R., Van Der Torre, W., Vaas, F. and Dhondt, S., 2019. Understanding social innovation
as an innovation process: Applying the innovation journey model. Journal of Business
Research, 101, pp.243-254.
Prieto, I.M. and Pérez-Santana, M.P., 2014. Managing innovative work behavior: the role of
human resource practices. Personnel Review, 43(2), pp.184-208.
Shao, S., Hu, Z., Cao, J., Yang, L. and Guan, D., 2020. Environmental regulation and enterprise
innovation: a review. Business Strategy and the Environment, 29(3), pp.1465-1478.
Wang, Q.J., Feng, G.F., Wang, H.J. and Chang, C.P., 2021. The impacts of democracy on
innovation: Revisited evidence. Technovation, 108, p.102333.