Research Report: Integrating Digital Technology at Qbic Hotel, London

This research project investigates the challenges and solutions for integrating emerging digital technologies within the hospitality industry, using Qbic Hotel as a case study. The study employs a questionnaire method to collect data from hotel managers, revealing key issues such as a lack of skilled employees. The findings indicate that while Qbic Hotel utilizes advanced digital technologies, including mobile communication and cloud computing, it faces challenges related to cost control and complex technologies. The research identifies the benefits of technology integration, such as increased customer satisfaction and employee motivation, and recommends strategies like extensive employee training to overcome these challenges and enhance the hotel's performance. The report provides detailed analysis of the data collected, including thematic analysis, and offers actionable recommendations for Qbic Hotel's management to improve the experience of using digital technologies within the organization. The report also includes an abstract, table of contents, methodology, results, discussion, conclusion, references, and an appendix.

RESEARCH PROJECT:
PART 2

Abstract
Digital technology is emerging and leading world with all types of growth and developments
with innovations in all sectors of commerce. These technologies helps in enabling individual to
interact with each other and assist organisations in enhancing their productivity and profitability.
Though, there are various challenges associated with the use of digital technologies. The aim of
present study is to illustrate the challenges and how to overcome of integrating emerging
technologies by considering Qbic Hotel. Researcher used questionnaire method to collect data
from managers. From the findings it was identified that management face inadequate skilled
employees challenge. In the research recommendation is given to the management of Qbic Hotel
through which they can enhance their performance.

Table of Contents
INTRODUCTION...........................................................................................................................1
Background of research..........................................................................................................1
Overview of organisation.......................................................................................................1
Research aim..........................................................................................................................2
Research objective..................................................................................................................2
Rational...................................................................................................................................2
METHODOLOGY..........................................................................................................................2
Research Philosophy..............................................................................................................2
Research Approach.................................................................................................................3
Research Design.....................................................................................................................3
Research strategy....................................................................................................................3
Data collection........................................................................................................................3
Sampling.................................................................................................................................3
Data analysis...........................................................................................................................4
Ethical consideration..............................................................................................................4
RESULTS........................................................................................................................................4
DISCUSSION................................................................................................................................11
CONCLUSION..............................................................................................................................13
RECOMMENDATION.................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................16

To illustrate the challenges and how to overcome of integrating emerging technologies
within hospitality industry: A case study on Qbic hotel.
INTRODUCTION
Background of research
Digital technology is emerging and leading world with all types of growth and
developments with innovations in all sectors of commerce (Davies, Coleman and Livingstone,
2015). There are various technological changes and innovations that are taking place that are all
replacing old traditional methods and gradually renovating way in which people are working.
Moreover there are various questions like that of how to implement digital technologies or how
to track down problems and issues that could be faced by company. It is important for everyone
to use and implement latest form of technologies within firms like that of artificial intelligence,
information technologies and many more (Manches, Bligh and Luckin, 2018). In this research
project which would be highlighting challenges and ways to overcome at time while integrating
technologies in respect with hospitality industry. The study will be done on Qbic hotel which is
small and medium company in field of hospitality industry and is using technologies.
Overview of organisation
Qbic hotel is small scale hotel which is having its branch in London and Amsterdam
moreover they are been investing certain amount into use of technologies so that their profits
could be improved (Berggren and et.al., 2015). The company is having good amount of
customers who are regular into hotel just due to various use of technologies and digitalisations of
their working. But due to its management and challenges with implementing technology which
they are not been able overcome these issues. Most of customers are not happy with these
problems which is faced by them which is leading to loss to hotel so it becomes important that
they are identifying what problem is and how to solve or overcome them all (Lupton, 2014).
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Research aim
To illustrate the challenges and how to overcome of integrating emerging technologies
within hospitality industry: A case study on Qbic hotel.
Research objective
 To find out the meaning and importance of emerging technologies into hospitality
industry.
 To illustrate the challenges for integrating emerging technologies in hospitality industry.
 To analysis the ways to overcome challenges of integrating technology.
Rational
As the present era is totally dominated with emerging technologies which are growing
into wider scope of including whole world. But there are also associated risk if companies are
implementing these technologies like that of privacy errors. So it becomes important that
researchers are including this topic of emerging challenges and ways to overcoming them as
well.
What- the topic which would be studied is related to challenges and ways in overcoming them at
time of integrating of emerging technologies into hospitality industry study on Qbic hotel.
How- the research would be carried out in order to identify challenges and ways to overcome
with use of data collection and then their interpretation.
Why- this topic is important to study as this present age is of technological advancements so
there would also be risk that are been associated within this implementing of digitalisation. So
this will also be describing what are various ways in which technologies could be corrected as
well.
METHODOLOGY
Research methodology is considered to be essential and important part of the research study. It is
considered as the framework which describe the methods to be used by researcher in order to
carried out research study (Taylor, Bogdan and DeVault, 2015). In this part, researcher elaborate
the methods used by him or her to carry out research project.
Research Philosophy
Research philosophy means the belief through which researcher collects analysis and interprets
data which is use in research. In this given research the investigator has used the positivism
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research technique. It is a type of research philosophy that is use in analysing the research project
and it is assist in data analysis.
Research Approach
Research approach is an important terminology in research study. Discussion of which is very
essential in the study (Mackey and Gass, 2015). It consists plan which use in generating broad
hypothesis to determination of analysis of data and in this case study the researcher has used the
inductive type of research approach. It starts from analysis of research questions, objectives and
aims.
Research Design
Research design is considered as an essential element and which states as plan formulating and it
can use to attempt all questions related to the research. Exploratory research approach, a type of
research design assisted the researcher to find the explore the implications of digital
technologies on routine business operations of Qbic Hotel.
Research strategy
These are the planning stating that how would research be taken place in order to achieve
goal and objective of research leading to conclusion or recommending part as well (Lewis,
2015). Research strategy could also be defined as the plan which devised by researcher in order
to attain the aim and objectives easily and effectively. In the present research researcher has used
quantitative research strategy
Data collection
Data collection refers to the process of gathering relevant research data by using precise
tools and techniques. It is essential part of research project which helps the researcher to carry
out the research study in effective and efficient manner. There are two sources from where
researcher gathers data which are primary and secondary. For primary data, researcher selected
questionnaire method which has been provided to the managers of Qbic Hotel by hand. For
secondary data books, journals, articles has been used.
Sampling
Sampling is the statistical process of lowering the number of survey population so that
the data can be collected by researcher in effective and efficient manner. It is essential part of the
research study as collecting data from large population is pragmatically not possible (Flick,
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2015). In the present research project, researcher used simple random sampling method and
collected data from 10 managers of Qbic Hotel.
Data analysis
Data analysis is seen as crucial process in any type of research project. Analysing and
interpreting the collection of data are two main steps of it. There are a technique for use this
research of this data analysis which name is thematic analysis. Thus, in the present research
researcher used thematic analysis to analyse the collected data.
Ethical consideration
Ethical consideration is very important and essential part which is to be discussed by
researcher in order to carry out the research study. Researcher has followed all ethical norms and
conducts in the research study. He or she elaborated the motive of research to the participants.
Furthermore, the anonymity and confidentiality of participants has been maintained by
researcher.
RESULTS
In this part, the primary data will be analysed and demonstrated with the help of charts and
tables. Different themes has been formulated which are related to the questions asked to the
participants. The thematic analysis is provided below:
Theme 1: Qbic Hotel utilised advance digital technologies.
Q1. Does Qbic Hotel utilised advance digital technologies? Frequency
Yes 6
No 3
Not Sure 1
4

Theme 2: Mobile Communication digital technologies broadly used by the management of
Qbic Hotel.
Q2. What type of digital technologies broadly used by the management of Qbic
Hotel?
Frequency
Cloud Computing 2
Video Conferencing Rooms 2
Mobile Communication 4
Smart Lock Room keys 2
5
Yes No Not Sure
0
1
2
3
4
5
6
7
Frequency

Theme 3: Digital technologies aid in providing benefits to the Qbic Hotel.
Q3. Does digital technologies aid in providing benefits to the Qbic Hotel? Frequency
Yes 5
No 2
Not Sure 3
6
Cloud Computing
Video Conferencing Rooms
Mobile Communication
Smart Lock Room keys

Theme 4: Increase in customer satisfaction benefits provided by the integration of digital
technologies within the organisation.
Q4. What kind of benefits provided by the integration of digital technologies
within the organisation?
Frequency
Increase in customer satisfaction 4
Increase in brand reputation 2
Increase in employee motivation 3
Increase in profits and revenue 1
7
Yes No Not Sure
0
1
2
3
4
5
6
Frequency

Theme 5: Management faced challenges or issues regarding integration of emerging
technologies within your Hotel.
Q5. Do you face any challenges or issues regarding integration of emerging
technologies within your Hotel?
Frequency
Yes 6
No 2
Not Sure 2
8
Increase in customer
satisfaction
Increase in brand reputation
Increase in employee
motivation
Increase in profits and
revenue

Theme 6: Lack of skilled employees challenge managers usually faced regarding integration
of emerging technologies within Qbic Hotel.
Q6. What challenges you usually faced regarding integration of emerging
technologies within your Hotel?
Frequency
Operational Issues 2
Cost Control 3
Complex technologies 1
Lack of skilled employees 4
9
Yes No Not Sure
0
1
2
3
4
5
6
7
Frequency