Analyzing Technology's Impact on Marketing in Hospitality

This research proposal examines the impact of digital technologies on the marketing operations of organizations within the hospitality industry. The study focuses on the imperative role of marketing in enhancing organizational operations, emphasizing the adoption of digital technologies for growth. The research aims to analyze technology's impact on marketing activities, particularly focusing on case studies of Holiday Inn and Hilton Hotel. The proposal includes a literature review exploring technology's role in the hospitality sector, the significance of technology for business growth, and its influence on marketing. The research methodology outlines a qualitative approach with a descriptive research design, utilizing both primary and secondary data sources. Data collection involves questionnaires and secondary resources like books and journals. The proposal also details the data sampling method, employing a random sampling technique with a sample size of 30. References to relevant academic sources are also provided.

Research Proposal

Table of Contents
Title..................................................................................................................................................1
Introduction......................................................................................................................................1
Literature Review............................................................................................................................2
Research Methodology....................................................................................................................4
References........................................................................................................................................6

Title
The impact of technology over the marketing activities of an organisation within
hospitality industry.
Introduction
Overview of the Research
The aim of this study is to analyse the impact of digital technologies over the marketing
operations of an organisation. There for marketing is the imperative department of the firm, as it
is important for the organisations to develop their organisational operations in more effective
manner (El-Gohary, 2012). In the modern business era The motive of organisations is to
enhancing higher growth and success via implementing appropriate technologies at market place
therefore Digital technologies are effective for a business in developing their market operations
why establishing effective communication channel around the globe. Hotel Holiday Inn is the
chosen organisation for this particular project. It is a British and American brand of hotels and a
subsidiary of Intercontinental hotels groups. The company is founded as a US motel China it has
grown to be One of the world’s largest hotel chain with around 1173 active hotels in over
2,14,000 rooms. The key motive of holiday in the store promoting their marketing operations
with the support of highly advanced digital technologies as this is effective for the firm in
improvising their operations and functions at commercial Centre (Vellas, 2016).
Rationale of the Research
The research into consideration is based on analysing the potential impact of technology
over the marketing operations of the firm, therefore, this is a wide area of academic research
which is influential in developing the skills and knowledge in regards to the chosen subject area.
This study is effective in exploring the skills and knowledge base in increasing the understanding
in relation to the area of the factors that are effective in affecting the intention of people to use
mobile banking (Garrido-Moreno and Padilla-Meléndez, 2011). In addition to this, there is
another intention of conducting the research is the personal interest of the researcher as the
investigator is willing to develop their own capability of conducting an investigation or this study
is efficacious in developing personal as well as professional ability which would be effectual for
an individual in seeking for their career development in the similar field.
Research Aim
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To analyse the impact of technology over the marketing activities of an organisation
within hospitality industry. A case study on Hilton Hotel.
Research Objectives
 To develop understanding regarding technology in the context of Hospitality industry.
 To determine the significance of technology in context of the growth of Hospitality
business. To access the potential influence of technology on the marketing operations of Hilton
Hotel.
Research Questions
 What is technology in the context of Hospitality industry?
 What is the significance of technology in context of the growth of Hospitality business.
 What is the influence of technology on the marketing operations of Hilton Hotel.
Literature Review
An appropriate understanding regarding technology in the context of Hospitality industry.
As per the views expressed by Karehka Ramey, 2013, Technology is refers as an
effective body of knowledge which is devoted to developing tools, processing actions and the
extracting of materials. In addition to this technology is defined as the applications of scientific
knowledge for practical purpose mainly in a specific industry. Furthermore, technology is an
application of science which is applied to resolve issues, technology he is also recognised as a
vision to knowledge which technology and science are different subject that work hand-in-hand
to achieve certain specific task or resolve any sort of problem (Lavie, Kang and Rosenkopf,
2011). In the context of hospitality industry technology plays an effective role in developing the
operations of the firm. In today’s modern scenario organisations are widely concern over
implementing technologies in their operations as to improvising their operations and achieving
more growth and success within commercial Centre.
The significance of technology in context of the growth of Hospitality business.
As per the views expressed by Urvish Macwan, 2016, Technology is defined as the
source which involves various aspects like mobile technology, digital advancement, internet,
online sites, social media etc. Therefore, these are effective in developing the operations of the
firm in effective manner. Holiday Inn is a large business organisation which is operated at wider
level and the key potential of the firm is to achieving higher growth and success via the support
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of using digital technologies in their operations especially in marketing. However, marketing is
the most effective department which has direct interconnection with enhancing the operations
and functions of the firm (Law, Buhalis and Cobanoglu, 2014). There are various importance of
technologies in the operations of the firm i.e. Easy access to market, effective interconnection
with customers, wider market base, easy execution of operations and so on. Technology is
mainly used as a wider platform that allows the business to increase opportunities for businesses
as to expanding operations at wider level. In today’s competitive era. The key motive of an
organisation is to expanding their business operations at global level with the help of increasing
recoganization functions.
The potential influence of technology on the marketing operations of Hilton Hotel.
As per the opinion stated by Hannah Pinchbeck, 2019, In today’s modern business era
organisations are widely concern over implementing new digital technologies for the purpose
enhancing higher growth and success as digital technologies has transformed the way of
conducting businesses and its options stop there for the appropriate execution of digital
technologies are effectual for the businesses in developing opportunities for the businesses at
global level. However, Digital technologies have direct influence over the marketing operations
of an organisation (Leung, Law, Van Hoof and Buhalis, 2013). Technologies has transformed
marketing by making campaigns more personalised and immersive for individual and developing
ecosystems which are more integrated and targeted for marketers. Digital technologies has
positive development of marketing operations of the firm has technologies in establishing
appropriate communication with an individual is at global level as organisations are more liable
in implementing the directive mixing with their customers in respect of providing them effective
and appropriate facilities that are effectual for them in fulfilling their desires.
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Research Methodology
Type of Investigation
In the execution of a research The prior obligation of an investigator is to select the most
appropriate type for assisting the overall working right manner there for an investigation is off
qualitative or quantitative investigation (Mo Kwon, Bae and Blum, 2013). However the selection
of the type is based on the information how come you latest by the researcher for carry out the
work in a right manner. In the case of the present investigation work qualitative research is the
most appropriate tool as it is effective in executing detailed analysis over the area of analysing
the impact of technology over the marketing operations of a hospitality industry.
Research Design
This is the another important aspect of research methodology there for the section of
investigation is incorporates over descriptive, exploratory and experimental research design. In
the case of this particular investigation work, descriptive research design will be most suitable
for conducting detailed evaluation over the area of the impact of digital technologies over the
marketing operations of an organisation (Noe and et. al., 2017). Descriptive research design will
be most appropriate for qualitative analysis and helpful in conducting and detailed evaluation
with the support of theories and hypothesis.
Data Collection
This is the major consideration of the researcher has to select the most appropriate source
for gathering information. The section of investigation is in compasses over primary and
secondary source of data collection therefore in the present investigations work both primary and
secondary sources will be applicable in executing the work in right manner to reaching at the
potential outcomes (Sigala, Christou and Gretzel, 2012). Primary investigation will be
supportive with the help of double up in questionnaire as in this an appropriate questionnaire will
be created in which aims and objects of the research work hours. On the other side second is
resources like books, journals, published and non-published research articles etc. Will be
supportive and developing and detailed understanding regarding the area of analysing the impact
of Digital technology is over the marketing operations of the firm.
Data Sampling
Sampling is mainly replicates from the original population as in this a set of individuals
are selected for the purpose of gathering valuable and reliable information. The section of
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research is encompasses over probabilistic and non-probabilistic data sampling. In this present
investigation work sampling has been selected through random method as in this individuals are
randomly selected from the population as it is best suited way for selecting people from the
larger population (Tsiotsou and Vlachopoulou, 2011). In the present work sample size of 30 will
be suitable in gathering valuable information in regards to the Jews and subject area.
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References
Books and Journals
El-Gohary, H., 2012. Factors affecting E-Marketing adoption and implementation in tourism
firms: An empirical investigation of Egyptian small tourism organisations. Tourism
management. 33(5). pp.1256-1269.
Garrido-Moreno, A. and Padilla-Meléndez, A., 2011. Analyzing the impact of knowledge
management on CRM success: The mediating effects of organizational
factors. International Journal of Information Management. 31(5). pp.437-444.
Lavie, D., Kang, J. and Rosenkopf, L., 2011. Balance within and across domains: The
performance implications of exploration and exploitation in alliances. Organization
Science. 22(6). pp.1517-1538.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management. 26(5). pp.727-750.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
hospitality: A literature review. Journal of travel & tourism marketing. 30(1-2). pp.3-22.
Mo Kwon, J., Bae, J. I. and Blum, S. C., 2013. Mobile applications in the hospitality
industry. Journal of Hospitality and Tourism Technology. 4(1). pp.81-92.
Noe, R.A. and et. al., 2017. Human resource management: Gaining a competitive advantage.
New York, NY: McGraw-Hill Education.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Tsiotsou, R. H. and Vlachopoulou, M., 2011. Understanding the effects of market orientation and
e-marketing on service performance. Marketing Intelligence & Planning. 29(2). pp.141-
155.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
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