Impact of Technology on Hospitality: The Piccadilly London West End

This project examines the impact of technology on the performance and productivity of the hospitality industry, specifically focusing on The Piccadilly London West End. It investigates the research aim, objectives, and questions related to technology adoption, challenges faced due to COVID-19, and strategies employed by management. The literature review covers the influence of technology on hospitality, challenges, and strategies in response to COVID-19, and the importance of technology in the sector. The research methodology outlines the data collection methods (quantitative approach with primary and secondary data), research approach (deductive), and research philosophy (positivism). The study aims to provide insights into how technology affects business performance, challenges, and strategies within the hospitality sector, with a focus on The Piccadilly London West End. The project also reviews human resource management and its impact on the business.

Research Methods & Project
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Table of Contents
INTRODUCTION ..........................................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
Scope of research........................................................................................................................2
Rationale of research...................................................................................................................2
TIME FRAME.................................................................................................................................2
LITERATURE REVIEW................................................................................................................4
Knowledge about human resource management in an organisation...........................................4
Ways HR manager can use to manage their workforce in reducing employee turnover of The
Piccadilly London West End.......................................................................................................4
Importance of human resource management in improving organisational performance of The
Piccadilly London West End.......................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................5
REFERENCES................................................................................................................................7

Title: “To examine the impact of technology on the performance and productivity of hospitality
organisation.” A study on The Piccadilly London West End.
INTRODUCTION
The hospitality industry is changing quickly and also becoming super high tech. While
innovative technology also play an effective role in providing advantages to guests and vendors
as well. This specific business industry has functioned on the standard of customer service before
everything else. The warm welcome provided by the hospitality sector organisation in reach of
hotel, the personal service provided by gracious caretaker and a rapid check in from the booking
desk which has all supported that makes visitors experiences exclusive and satisfying. With the
arrival or utilisation of machinery, however number of activities formerly performed by humans
has been changes by habitual methods, mostly in the effort to rationalise functionality and
develop service. In this current pandemic situation, utilisation of technology plays an effective
role in term of offering information with the use of technology like social media, online booking,
self check-in or self check-out. Current research is based on The Piccadilly London West End, is
a famous hotel operate their activities London for satisfying customers by providing them quality
accommodation services to its customers. The main focus of this organisation is to examine the
impact and influence of technology on the development of profit and productivity of the business
enterprise.
Research aim
“To examine the impact of technology on the performance and productivity of hospitality
organisation.” A study on The Piccadilly London West End.
Research objectives
 To determine the impact of technology on the performance and productivity of The
Piccadilly London West End.
 To determine the challenges which faced by The Piccadilly London West End due to
COVID19.
 To analyse the strategies which opted by the management of The Piccadilly London West
End in context of dealing with challenges.
 To study the importance of use of technology in The Piccadilly London West End.
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Research questions
 What is the impact of technology on the performance and productivity of Hospitality
industry firm?
 What are the challenges which faced by The Piccadilly London West End due to
COVID19?
 What are the strategies which opted by the management of The Piccadilly London West
End in context of dealing with challenges?
 What is the importance of use of technology in The Piccadilly London West End?
Scope of research
Current research project includes wider scope for company and researcher because use of
technology in the hospitality sector is an effective area of research. This is because, in thsis
currnt technology world, no business can get success without making use of effective
technologies. One of the major impacts of technology is to enhance organisation growth by
properly managing or operating business activity. With the help of this investigation,
organisation can understand the importance of use of technology in hospitality sector and how it
impact over the attainment of predetermined targets and objectives in an effective way as well as
make development in the business.
Rationale of research
The reason and purpose behind the selection of this particular region of studies is to get
statistics approximately the hospitality industry. Also, aware with the technology which is
considered through lodges for you to provide effective and first-rate offerings to its guests and
deal with the issues and ineffective scenario like COVID 19. Along with this, with the aid of
investigation at the particular vicinity of studies, the investigator can make improvement in
information which guide inside the personal development. Apart from this, it'll support the
character in future while the individual will paintings on related subject matter or research area.
Additionally, engaging in studies in this topic will assist in analysing the problems that faced by
way of hospitality enterprise reason of COVID19 and the plans this is used by the management
in context of the troubles.
TIME FRAME
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LITERATURE REVIEW
Literature review is one of the important section of research because it help investigator
in acquiring detailed analysis on the basis of particular research question. Basically, it is a
comprehensive summary of previous study that provide in-depth evaluation on an investigation
topic. It includes various books, journals, articles and many more other sources that support in
evaluating the research problem and at the same time also provide area for improvement.
The impact of technology on the performance and productivity of Hospitality industry
organisations
As per the view of Chahal N. and Kumar M. (2020), Hospitality sector is changing its
mentality for technology adoption. Developing guest satisfaction os the motive of this sector and
for meeting the needs of guest, hospitality industry organisations invest in technology. Hotels
require creative and innovation to get competitive edge as well as make development in their
profits and efficiency. There is always urgency to sell hotel rooms as these are perishable. In
context of it, the establishments consider marketing technologies and channels like social media
tools, company websites and mobile applications etc. in order to promotion. This creates direct
impact on the sales of firm. Along with this, hotels are using other technologies like YouTube
videos in order to getting attention of consume to make maximisation in revenue and
productivity of firms. Along with this, hospitality firms use technology regarding reservation,
making payments and check-in or check-out services which also play an effective role in
enhancing efficiency and developing revenue.
The challenges which are faced by The Piccadilly London West End due to COVID19
According to Harding A. (2020), there are different types of issues and challenges that are
suffered by hotel organisations cause of COVID 19 pandemic. Liquidity is one o the key issue
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and the immediate challenges for hotel were connected to cash flow management and
forecasting. Business like The Piccadilly London West End were well financed with healthy
balance sheets have a different benefit when it comes to continuing a rapid fall in revenue and
potentially longer time period of despondent requirements. There are diverse components that
make the cash flow forecasting hard in the current atmosphere. First is that when lockdown
situation occur and travel limit are raise is still unclear. Also, social distancing method reduced
room tenancy and increase maintenance costs could considerably affect in revenue and
functioning costs. Also, other issues that were posed by COVID 19 on the hospitality form in
context of employment. Hotel operators have been capable to dimension down their employment
costs appreciably by compressed hours. Along with this, during the situation of corona virus
pandemic, organisations release their number of workers that affect the employment rate. Debt
and restricting is one of the main issues that highly affect business of hotel organisations. With
profit and assuring cash flow minimised for both owners and employees, it is important to
quickly identify that substance where available fund may not be enough to meet compulsion.
One of the key issues is lack use of technology. Due to this, they are provide appropriate services
to the visitors by following the norms of social distancing like sect reservation, self check-in or
check out, online payment and many more. Other complexities are associated with recruitment,
health and safety, revenue, audits and insolvency etc.
The strategies which considered by the management of The Piccadilly London West End in order
to deal with challenges
As per the view of Bouch J. (2020), there are different plans and strategies that can be opted
by the firm in context of dealing with the challenges of COVID 19. In order to manage
challenges of staffing and lack of safety, the administration can follow hygiene measures as well
as includes the social distancing guidelines which support in creating a healthy work
environment. Also, use of effective technology about business operations like online payment
applications, support in operating the business actions in appropriate form. With the utilisation of
updated and innovative technology, they can provide booking, reservation, payment and self
check-in or check-out facilities. This enables in dealing with corona virus challenges. During the
pandemic, it may be reasonable to adopt some the financial plans the hotel might adopt during
other phases of low demands. With will support in dealing with the issues of lack of profit
margins, revenue and improper efficiency. In order to maximise sales, it is important to try to
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capitalist on the extra profit that can be earned by up selling and cross selling efforts. Also, the
management of hotel can offer training to their workforce so that they can provide better services
to the target audiences by following the measures of pandemic. This will help in managing issues
of safety, guest attraction, increase profits and others.
The significance of use of technology in The Piccadilly London West End
As per the view of Bhatnagar P. (2011), Technology impacts and assists the development of
practically every sector in the current era.The importance of technology in hospitality sector
today is irrefutable. For a small B&B to a global hotel chain, each single accommodation of
loadging provider across the globe is indebted to technology in one way or another. The use of
technology support the organisation as well as make development in the sales, number of target
audiences, revenue and productivity etc. Due to mobile application, consumer books their room
as well as gets knowledge about the services of the hotel. Also, self check-in or check out
services play an effective role in order to maximise the customer base and increasing revenue of
venture.
RESEARCH METHODOLOGY
Methodology play a significant role in an investigation because it provide a framework in
which data and information will be collected by researcher. It consist various methods and
techniques that implement by an investigator to effectively gather relevant and reliable
information so that valid conclusion can be easily attained. This can be improve the possibilities
of developing a valid and successful study along with detailed and authentic evaluation.
Choice of data: There are two type of investigation choices in-front of investigator
including qualitative and quantitative (Armstrong and Taylor, 2020). Both are effective for
undertaking research activities but for current investigation, quantitative research is effective
because it provide data in numerical and statistical form. With the assistance of this, investigator
can easily take right decision within the investigation.
Research approach: In undertaking an investigation, it is refers to the appropriate
procedure that follow by investigator to gather data and information on the basis of particular
research topic and area. It can be classified on the basis of two approaches such as inductive and
deductive research approach. In order to undertake current investigation, investigator will apply
deductive research approach that is associated with quantitative study and also provide reliable
outcomes.
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Research philosophy: Positivism and interpretivism are two type of philosophy that used
to execute research activities for gathering accurate information about the research topic. As per
current investigation, positivism research philosophy will be used as it is based on the factual
knowledge and also provide authentic outcomes to make overall research more effective and
reliable as well.
Data collection: Gathering reliable and accurate information, there are various sources
that can be used by researcher in an investigation (Zaid, Jaaron and Bon, 2018). In this context,
primary and secondary are two type of data collection method that help in gathering fresh and
detailed information on the basis of research topic. Both methods will be used by researcher to
acquire data. As primary method assist in providing first hand data by filled structured
questionnaire and secondary method help in acquiring detailed information about the research
topic.
Research sampling: In undertaking an investigation, selecting proper sample size is
crucial because it help in understanding the view point of people towards the particular research
topic (Nankervis and et. al., 2019). There are two type sampling methods such as probabilistic
and non-probablistic. According to current investigation, probabilistic sampling technique will
be used in which sample size will be selected as per random basis and also get equal chances to
be selected. By using this 40 respondents are selected who are the employee of business
organisation as they have proper knowledge about the research topic.
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REFERENCES
Books and journals
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organizational performance: The catalysing effect of corporate
entrepreneurship. Journal of Business Research. 88. pp.344-356.
Karami, A., Farokhzadian, J. and Foroughameri, G., 2017. Nurses’ professional competency and
organizational commitment: is it important for human resource management?. PloS one.
12(11). p.e0187863.
Guest, D.E., 2017. Human resource management and employee well‐being: Towards a new
analytic framework. Human resource management journal. 27(1). pp.22-38.
Pattanayak, B., 2020. Human resource management. PHI Learning Pvt. Ltd..
Subramony, M., Segers, J., Chadwick, C. and Shyamsunder, A., 2018. Leadership development
practice bundles and organizational performance: The mediating role of human capital
and social capital. Journal of business research. 83. pp.120-129.
Armstrong, M. and Taylor, S., 2020. Armstrong's handbook of human resource management
practice. Kogan Page Publishers.
Zaid, A.A., Jaaron, A.A. and Bon, A.T., 2018. The impact of green human resource management
and green supply chain management practices on sustainable performance: An
empirical study. Journal of Cleaner Production. 204. pp.965-979.
Nankervis, A., Baird, M., Coffey, J. and Shields, J., 2019. Human resource management.
Cengage AU.
Wehrmeyer, W. ed., 2017. Greening people: Human resources and environmental management.
Routledge.
Ren, S., Tang, G. and Jackson, S.E., 2018. Green human resource management research in
emergence: A review and future directions. Asia Pacific Journal of Management. 35(3).
pp.769-803.
Online
Chahal N. and Kumar M. 2020. The Impact of Information Communication Technology and it’s
Application’s usage in Lodging Industry. [Online]. Available Through: <
http://www.ijtmr.com/docs/vol2/ju14(2).pdf>.
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Harding A. 2020. Key COVID-19 challenges facing UK businesses today. [Online]. Available
Through: < https://www.fm-magazine.com/news/2020/may/key-coronavirus-challenges-for-uk-
businesses-cima-andrew-harding.html>.
Bouch J. 2020. 11 ways marketing can prepare hotels for life after COVID-19. [Online].
Available Through: < https://www.hotelmanagement.net/sales-marketing/11-ways-hotel-
marketing-can-prepare-for-post-covid-19>.
Tips for Hotels During the Corona (COVID-19) Crisis. 2020. [Online]. Available Through: <
https://www.revfine.com/hotels-corona-covid-19/>.
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