Research Methods: Tech's Impact on Business Success (Park Plaza)

This report investigates the impact of technological development on business success, focusing on Park Plaza Hotel London. It begins with an introduction outlining the background, aim, objectives, and rationale of the study. The report then delves into a comprehensive literature review, exploring the latest technology trends in the hospitality sector, the importance of technological development for business success, and the problems arising from technological advancements. The research methodology section details the qualitative research methods, interpretivism philosophy, descriptive research design, and inductive approach employed. The report also covers data collection methods, analysis, and findings, followed by recommendations and a conclusion. The appendix includes a questionnaire used for data collection. The study aims to identify the impact of technological development on business success within the hospitality industry, specifically examining the case of Park Plaza Hotel London.

RESEARCH METHODS
AND PROJECT

Table of Contents
Table of Contents.............................................................................................................................2
TOPIC..............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Background of the research.........................................................................................................3
Aim of the study..........................................................................................................................3
Objectives of an investigation.....................................................................................................4
Rationale of conducting research................................................................................................4
LITERATURE REVIEW................................................................................................................4
RESEARCH METHODOLOGY.....................................................................................................6
ANALYSIS AND FINDINGS........................................................................................................8
RECOMMENDATION.................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20
Questionnaire............................................................................................................................20

TOPIC
“To identify the impact of technological development on business success of an
organisation”. A study on Park Plaza Hotel London.
INTRODUCTION
Background of the research
Technology has been evolving at a greater pace which is significant in improving the
operations of the business. Customers and business both get benefitted by the integration of
advanced technology within business operations. Technology helps the customers to make
reservation and take a look at the room virtually in order to provide the best possible experience
to the customers. Development of technology within the hospitality industry is very prominent
because it leads to higher operational growth and sustainability (Melián-González and Bulchand-
Gidumal, 2016). Emergence of latest technology which is crucial for the hospitality industry are
virtual reality, augmentation reality, Chatbots, artificial intelligence, internet of things, big data,
social media platforms, recognition technology, etc. which helps in improving the way business
operates. Integration of advanced technology helps in attaining economies of scale, increase
customer reach, improved experience of the customers, securing of the personal information,
improved communication procedure, better collaboration, increase in the productivity of the
employees, outsourcing, virtual experience, etc. Integration of advanced technology within
hospitality industry helps in generation user feedback which is very necessary for the
improvement of the customers. Development of technology tends to leads to better customer
support and comparing prices online. Use of various online tools helps in connecting with the
customers from across the globe in order to provide the best possible services to the customers. It
is useful in effectively experiencing the better customer service to the customers. Advanced
technology helps in providing the best quality service and experience to the customers. Park
Plaza hotels and resorts is an international chain which runs various hotels and franchisee across
the globe. This was established in the year 1986. It offers wide range of hospitality services with
exquisite suites, studio rooms, kitchen, living space, bathroom, etc.
Aim of the study
To identify the impact of technological development on business success of an
organisation. A study on Park Plaza Hotel London.

Objectives of an investigation
 To identify the latest trends of technology within hospitality industry.
 To determine the importance of technological development on business success of Park
Plaza Hotel London.
 To ascertain the problems arises in business operations of Park Plaza Hotel London due
to technological development.
Rationale of conducting research
One of the key significant reason for carrying out the research study is because of the
academic and personal interest of the researcher. This helps the researcher in widening their
knowledge on the current subject matter. It helps the researcher in developing skills and
understanding the impact of technological development on business success of an organisation. It
is one of the prominent phenomenon in today’s business environment which helps in
determining the impact of technological development on business success of an organisation.
The subject topic of the research study tends to have a wider concept. This way it helps
researcher in evaluating various key elements which are associated with carrying out the study.
LITERATURE REVIEW
Theme 1: Latest trend relating to the technology within the hospitality sector.
As per the views of Viglia, Pelloia and Buhalis (2018) technology plays a very important
role within the working of the whole hospitality industry. This is majorly because of the reason
that when the company uses the technology then the work will be managed in more proper and
effective manner. Thus, there are many different ways of managing the working and efficiency
of the company and this will make sure that the technology makes the working more effective
and good for the hotels and related business.
In the words of Quinn and Buzzetto- Hollywood, (2019) the major trend in the hotel is
the automated check in and checks out and this is very essential for the company as this help the
company in managing the check in and check put of the hotel in more effective manner. This
technology assist the company in minimizing the time of the managers in making the entry when
the consumer comes and time when the guest exist from the hotel. This is also cost effective as
the manager does not have to make the consumer wait as the consumer can get their check in and
check out details online only.

But in against of this Ahmad and Scott (2019) states that another major technology is the
use of robotics in the hotel and the related business. This is majorly because of the reason that
the system of technique of robotics is very essential for the hotels and related business in order to
get successful. The robotics system includes the use of robots for the different services which are
undertaken within the hotel like greeting the consumers, providing with all the requirements of
the consumers, giving the service of room service to the consumers and many other related
services. Also, the technology is very essential for the company as this also help the hotel in
managing the good relation with the consumers. This is majorly because of the fact that all the
booking and hotel check in have become online and because of this all the booking and
maintenance of the information has become very easier.
Theme 2: Importance of the development relating to technology within the business.
In the current and highly competitive and global world there are much different and large
technological advancement. Thus, for getting success it is very essential for the company to
adapt to all these latest changes to a great extent. In the words of Vij, (2019) if the hotels and
related business adapt to all the different latest techniques then the proficiency and productivity
of the hotel and employees working in the hotel increases. Thus, this is the major reason of
importance for the hotel to use the latest technology as this will increase the working efficiency
and effectiveness of the people working within the hotel. Also, the use of the technology will
ensure that the employees of the hotel are well versed with the use of the technology. This is
necessary because of the reason that when the company does not uses the latest technology then
they might become obsolete and this will reduce the market share of the company. This is
majorly because of the reason that if the hotel will not be using the latest technology then the
consumer will not like this. Thus, this will have a huge impact over the working efficiency and
profitability of the company to a great extent.
But on the other side Kelly, Losekoot and Wright- StClair, (2016) argues that the major
importance for the hotel to use the latest technology is that this will improve the communication
among the employees and with the consumer as well. This is majorly because of the reason that
in the technology also there are many different types of communication technology which assist
the company in communicating in very effective and efficient manner. Thus, the use of
technology is also very important for the company in fostering the good and clear and

understandable communication among the different employees and the consumer and other
stakeholders related to the business.
In against of this Ali, Murphy and Nadkarni, (2018) articulated that when the technology is being
used by the hotels then this increases the market share and goodwill of the company. The major
reason underlying this fact is that when the company uses the latest and modern technology then
more of the consumer and guest are attracted towards the hotel and its services. Thus, this
automatically results in the increase of the market share and the goodwill of the hotel. Thus, this
result in overall development of the hotel and increase in the income and revenue of the
company.
Theme 3: Problems and difficulties arising out of more technological advancement within the
business.
As per the opinion of Limlahapun, (2019) the use of technology is very much useful for the
company and the hotel but in the use of this technology there are some or the other problems and
challenges also faced by the hotel. The major challenge or the difficulty being encountered by
the hotel is the fact that a lot of training and education need to be provided to the employees for
the use of technology. The main reason behind this fact is that the technology is little tough to
understand as it includes many different types of technical terms and process and for this it is the
responsibility of the hotel to provide for the training and organizing of classes for the learning of
the employees the issues relating to the learning of the technology so that it can be easily handled
by the employees.
But in contrast to this Min, Swanger and Gursoy, (2016) argues that the major challenge in the
use of technology within the hospitality industry is the high cost of implementing and
maintaining the technology. However, this is the major challenge for the company as just
installing the technology is not enough rather it includes the maintaining of the technology over a
period of time. Thus, this includes a lot of high cost and this is very essential for the hotel to
manage all these cost and then if the technology is not implemented in proper and effective
manner then this cost will be wasted and this may turn in heavy losses for the company.
RESEARCH METHODOLOGY
Research methods: This is one of the significant methodology which evaluates the key
elements of the study. It is classified into quantitative and qualitative research methods.
Qualitative method is useful because it gathers large set of theoretical information related to the

research topic (Almalki, 2016). Quantitative methodology is useful because it helps in gaining
wider knowledge using mathematical numbers and statistical data to gain valuable output of the
results. The researcher of the study will select qualitative research methods to critically identify
the impact of technological development on business success of an organisation.
Research philosophy: It is a belief of the researcher with specific assumptions according to
which study must be carried out. It is classified into positivism and interpretivism philosophy.
Interpretivism method evaluates key elements associated with the research by integrating human
interest. Positivism approach mainly adheres with the scientific evidence that helps n revealing
true nature of the study. The researcher of the study will select interpretivism philosophy to
effectively identify the latest trends of technology within hospitality industry
Research design: This is a strategy which mainly integrates with the key components of the
research in a rational way. It is classified into exploratory and descriptive research design.
Descriptive research is a systematic phenomenon which helps in answering all the questions of
the research in depth to find justified answers (Creswell and Creswell, 2017). Exploratory
research design provides the theoretical concept to the key problems of research because it serves
as an initial tool concept with no historical sets of data. The researcher of the study will select
descriptive research design to determine the importance of technological development on
business success.
Research approach: This is a conceptual plan that helps in setting broad assumption plans
in detail to collect, analyse and interpret data. It is classified into inductive and deductive
approach. Inductive approach mainly starts with specific theories and observations and reach
conclusive research results to resolve research problems (Basias and Pollalis, 2018). Deductive
approach helps in exploring the phenomenon and develops hypothesis to carry out study. The
researcher of the study will select inductive approach to ascertain the problems arises in business
operations of Park Plaza Hotel London due to technological development.
Data collection: This is one of the key part of methodology because it collects, gathers
and measure information on key elements and variables of the subject matter. It is useful in
enabling answers to various research questions. It is classified into primary and secondary source
of data collection. Primary data is collected for the very first time with the use of questionnaire,
survey, observation, experiments (Jensen, 2017). However, secondary data is the data which has
been collected with the use of newspaper, blogs, scholarly articles, manuals, journals,

manuscripts, etc. The researcher of the study will select primary and secondary source of data
collection in order to identify the impact of technological development on business success of an
organisation.
Ethical consideration- this is the most important part for the successful completion of the
whole research. This is majorly due to the reason that if the research will not be conducted in
correct and ethical manner then the research will not reach to the intended result. For managing
ethical consideration the most important thing is the signing of the consent form as this will
allow the researcher to use the personal information provided by the research respondent
(Sandeep and Ruchika, 2019).
ANALYSIS AND FINDINGS
Theme 1: Strongly agreed that there is awareness relating to the latest technology going on in the
business environment.
Particular Respondent % of respondent
Strongly agreed 10 50
Agreed 2 10
Neutral 0 0
Disagreed 4 20
Strongly disagreed 4 20
Total 20 100
Interpretation: from the above data and its evalaution it is clear that the majority of the
participant storngy agree that they are aware fo the cncpet of altest technology witihn the

hospitality secotr. This is agreed by almost 50 % of the population that they are having proper
and compelte knwoeldge of all the latest technolgoy witihn the business enviroment. However,
some of the participant strongly disagree to this fact tha they are not having proper knwoeldge of
the latest technology going on witihn the market. But to this also some of the people state that
they just agree to this fact and some states that they just disagree to the fact. This means that if
these people will be forced then they can come in the category of strongly agree or disagree.
Theme 2: Yes, the hotel uses the latest technology for the management of the services of hotel.
Particular Respondent % of respondent
Yes 15 75
No 5 25
Total 20 100
Interpretation: with the help of collection and interpretation of the collected data and its
evalaution it is clear that the majority of the participant states that the hotel is using the latest
technolgoy within the management of the business. This is agreed by 75 % of the population that
the hotel is using the latest technology. But this is not agreed by the remaining of the participant
as they thinks that the hotel does not have proepr and complete knwoeldge relating to the latest
technology going on witihn the market. Also, this may be because of the reason that there are
many different frequent changes in the technological secotr and it might be not possible for the
hotel to look after all these.
Theme 3: Positive impact is there is the technology over the working and efficiency of hotel.

Particular Respondent % of respondent
Positive 12 60
Negative 4 20
No impact 4 20
Total 20 100
Interpretation: with the analysis and evalaution of the above quesiton and relating data it is clear
that the impact of the technolgoy over the working of company is always positive. The majority
of the participant states this as they are able to manage the work in more proepr and effective
manner with the help of the technology. Thus, the impact of using the technolgoy is always
positive over the company. But in contrast to this some of the participant disagrees to this fact
and states that the major impact of the use of technolgoy is negaitve over the working of the
company. This is due to the fact that technolgy involves many differnet types of technical
problems and issues.
Theme 4: All of the above are the latest trends going on in the technological aspect of hospitality
industry.
Particular Respondent % of respondent
Social media marketing 2 10
Artificial intelligence 2 10
Robotics 2 10
All of the above 14 70
Total 20 100

Interpretation: from the analsysi og the above data and its evalaution it is clear that the all of the
above is the major selected option by the participant. This is so because of the fact that all of the
above includes social media markeitng, artificial intelligence and the robotic. Thus, these are the
latest trenda which the hotel is using and need to use of success. On the flip side some of the
participant states that the social media markeitng is the latest trend and some agrees that artificial
intelligence is the latest technolgoy. But some of them states that the use of robotics is the major
trend at time of using leatest technology.
Theme 5: Increase in the productivity of employees and increase in goodwill is the major impact
of using the technology.
Particular Respondent % of respondent
Increase in goodwill 6 30
Increase in market share 3 15
Increase in motivation of employees 5 25
Increase in productivity of employees 6 30
Total 20 100

Interpretation: from thw above analysis it is clear that the impact of use of technolgoy is very
good and this is increase in goodwill and increase in the productivty of the employees. Both of
these are benefitcial for the company as this will increase the overall development of the
company. Thus, this is due to the fact that the use of tecnolgoy increases the efficiency of
employees and they perform in good manner and this attract more consumer and this increases
the goodwill of the hotel. Thus, the use of the technolgoy is very beneficial for the hotel as this
increases the goodwill of company and effciency of employees. But this is not agreed by some of
the participant and they states that increase in motivation is the major impact ove performance of
hotel.
Theme 6: Yes, the use of technology is very important for the hotel.
Particular Respondent % of respondent
Yes 16 80
No 4 20
Total 20 100