Digital Transformation in UK Hospitality: A Research Proposal

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Research Proposal: Exploring the digital future of UK
Hospitality Industry
Innovation and Invention Topic
Student Name:
Student ID:
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Abstract
The focus of the study is to highlight about the rapid revolution brought by the digital
developments. The primary focus has been laid on determining the impact of digital
technology on the operations and management of the entire hospitality industry in UK.
Initially the research objectives and aim of the project has been highlighted in the study.
Along with this, the researcher has highlighted that deductive research approach will be used;
positivism research philosophy will be followed and in addition explanatory research design
has been selected. The study will help to shed light on the future of the hospitality industry of
United Kingdom so that organisations are able make relevant adjustments and modifications.
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Table of Contents
1.0 Introduction..........................................................................................................................4
1.1 Background to the Study......................................................................................................4
1.2 Research Aim.......................................................................................................................4
1.3 Research Objectives.............................................................................................................4
1.4 Research Questions..............................................................................................................4
1.5 Rational of the Study............................................................................................................5
1.6 The Scope of the Study........................................................................................................5
1.7 Literature Review.................................................................................................................6
1.8 Research Methodology.........................................................................................................7
1.9 Project Planning...................................................................................................................9
1.10 Ethical Issues......................................................................................................................9
References................................................................................................................................10
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1.0 Introduction
Digitalisation is the most significant change that is taking place in the current evolving world.
It has been observed that innovations and technological advancements are the major engines
of development, as their impact is visible everywhere, considering the fact that hospitality
industry is based on the coordination of various products and services, therefore, the benefits
of digital revolution in the industry is quite evident.
1.1 Background to the Study
Technological innovations are changing the landscape of every industry and job role in
United Kingdom; thereby the service industry is no exception. Considering the hospitality
industry, customer relationship management and point-of-sale tools are some examples of
technology innovations. Many businesses in hospitality industry are already adopting
intelligent machine automation for improving their processes, thereby, it has been predicted
that one in every five worker engaged in routine tasks will rely on artificial intelligence
associated with their roles (statista.com, 2019).
1.2 Research Aim
The primary aim of the study is to highlight about the various aspects related to the future of
the hospitality Industry in UK, especially in relation to the implementation of digital
technology.
1.3 Research Objectives
The research objectives of the study are:
 To illustrate about the various digital technology finding applications in the
Hospitality industry in UK
 To highlight the impact that the digital technology will have on the hospitality
industry in UK
 To elaborate about the various challenges and issues that needs to be overcome
 To focus on developing suitable recommendations for resolving the issues
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1.4 Research Questions
Research questions of the study are:
 Which are the various digital technologies finding applications in the Hospitality
industry in UK?
 What will be the impact of digital technology on the hospitality industry in UK?
 What are various challenges and issues that need to be overcome?
 What are the suitable recommendations for resolving the issues?
1.5 Rational of the Study
What is the issue?
Digital technology in the hospitality industry is finding wide variety of applications in the
hospitality industry; however, it is at its nascent stage. Many organisations in the hospitality
industry are finding difficulty to manage these changes. Recently the issues related to leakage
of confidential customer data has been witnessed frequently in the past few years.
Why is the issue?
The current infrastructure of the hospitality industry in UK is not robust enough to witness
huge changes at once. Therefore, more dedicated focus towards the evolution and
development of the industry is required. Absence of reliable mechanism and technology is the
major issue.
What is the issue now?
Currently, the management of the hospitality organisations are facing issues regarding the
alignment of technological innovations with their business processes and objectives
(Kansakar et al., 2017).
What light this project will shed upon?
This study will provide the best possible solutions that are available currently to manage the
changes due to digitalisation. Along with this, the study will assist to understand about the
impact that the digital technology will have on the industry.
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1.6 The Scope of the Study
In the current era of information age, where changes are taking place everywhere at a rapid
pace, therefore, technology plays a vital role in every sphere of hospitality industry in UK.
This project aims to shed immense light on the image of the hospitality industry getting
shaped due to the incorporation of digital technology. Therefore, this study holds high
importance for the entire hospitality industry, as it explores different venues or area of the
sector.
1.7 Literature Review
Growing influence of social media and augmented reality on the hospitality industry
Several new technologies are being developed, however it is being considered that the social
media and Augmented Reality (AR) will have the most significant impact over the
functioning of the hospitality industry (Bu.edu, 2019). Although, many state that augmented
reality is yet to become a prominent feature of organisations in UK, but it will be adopted
across the hospitality industry in the next few years. AR powered tools and machines will
help the managers to increase the experience of customers (Semeradova and Vávrová, 2016).
Systems with these technologies will have the ability to interact with customers and help
them in various tasks. Many organisations in the hotel industry are planning to incorporate
this technology in order to make their experience more thematic and compelling. Along with
this, many companies are making use of this technology for promotions and offering
exceptional deals to customers.
The role of social media in this context is growing with every passing year, as it gives the
individual as well as the organisation greater efficiency to socialise and interact with varied
kinds of individuals, share content and interest. In addition, it offers the ability to form
community and based on common interests, thereby, increasing the chance of companies to
use this as a profitable marketing tool.
Future trends of UK hospitality industry
According to the several analysis and findings, it has been predicted that the hospitality
industry in UK is expedited to grow at an exceptional rates (Forbes.com, 2019). Most
importantly, it has been suggested by market analysts and software companies that nearly, 45
per cent of the total population of the world, close to 3.3 billion people will be using
Smartphone on an everyday basis (Bu.edu, 2019). The hospitality industry considers this
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growth prospects as highly vital and considers this data as a primary principle for the future
of the industry.
It has been stated that the last twenty years were about the social networks and different
internet sites while the next twenty years will be about using this data collected over the
years. Therefore, it has been predicted that the booking and travel experiences will highly
become more efficient and easy as well as the future websites of the organisations will
already information about the specific customer preferences from the previous online
activities (Roblek et al., 2016).
Literature Gap
Technologies are constantly developing with every passing year, therefore, considering this
trend, it can be said that in coming years, more new and advanced technologies will emerge.
In this study, the existing concepts and technologies have only been considered and
evaluated.
1.8 Research Methodology
The purpose of this portion of the study is to elaborate about the various methods and
approaches that will be adopted by the researcher to accomplish the research objectives.
Research methodology serves the role of guiding principle for collecting and analysing the
data.
Research Philosophy
Research philosophy is the process that is used for gathering relevant data from reliable
sources. For this, the researcher will follow positivism approach, as it involves scientific
approach for collecting data, thereby, eliminating the scope of human intervention.
Research Approach
Research approach is about the process that is used for presenting and formulating relevant
information (Kumar, 2019). For this, the researcher will use deductive approach, as it
involves utilising existing models and theories for developing the study. This way the
researcher will be able to save time as well as the overall cost of preparing the study.
Research Design
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Research design provides a hint towards the structure of the project. In this study, the
researcher will follow explanatory design to provide detailed information about the topic.
Along with this, the design will support researcher to frame meaningful conclusion and key
findings based on the data collected.
Data collection method
The researcher will use primary as well as secondary data collection methods, also known as
mixed methods (Vaioleti, 2016).
Sampling technique
The researcher will keep his or her focus concentrated on utilising only quantitative data
analysis techniques in the research project. Probability sampling method will be used, in
which the focus will be laid on using the random sampling technique for selecting the
participants for survey. The researcher will select 100 employees having considerable
experience of working in the hospitality industry.
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1.9 Project Planning
Different plans of the project have been highlighted below as per the different weeks:
Activities 4th Feb-
17th Feb
18th
Feb 3th
Mar
4th
Mar-
24th
Mar
25th
Mar-
14th
Apr
15th
Apr-6th
May
7th May-24th
May
Selection of the topic is carried
out
Relevant data will be gathered
Focus is laid on the Layout of
the project
Literature review
Planning of the project is done
Research methods are
developed
Analysis of the data is done
Conclusions based on findings
are formed
Rough Draft
File will be submitted
Table 1: Gantt chart
(Source: Created by the learner)
1.10 Ethical Issues
The researcher will make sure that the statistics and data provided in the study are presented
in an organised manner, without any manipulations. Along with this, the guidelines of Data
Protection Act 2018, will be followed strictly to prepare the study. Transparency in the
development of the study and the quality of the data collected will be the major areas of
focus.
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References
Bu.edu. (2019). [online] Available at: https://www.bu.edu/bhr/files/2018/06/The-Digital-
Future-of-the-Tourism-and-Hospitality-Industry.pdf [Accessed 21 Feb. 2019].
Forbes.com. (2019). New Technologies Will Revolutionize The Hospitality Industry. [online]
Available at: https://www.forbes.com/sites/forbestechcouncil/2018/06/28/new-technologies-
will-revolutionize-the-hospitality-industry/#6b16de1673c3 [Accessed 21 Feb. 2019].
Kansakar, P., Munir, A. and Shabani, N., 2017. Technology in hospitality industry: Prospects
and challenges. arXiv preprint arXiv:1709.00105.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Roblek, V., Stok, Z.M. and Mesko, M., 2016, April. Complexity of a sharing economy for
tourism and hospitality. In Faculty of Tourism and Hospitality Management in Opatija.
Biennial International Congress. Tourism & Hospitality Industry (p. 374). University of
Rijeka, Faculty of Tourism & Hospitality Management.
Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to assess Internet
marketing communication within hospitality industry. Tourism Management
Perspectives, 20, pp.276-289.
statista.com. (2019). Topic: Hotel industry in the United Kingdom (UK). [online]
www.statista.com. Available at: https://www.statista.com/topics/3146/hotel-industry-in-the-
united-kingdom-uk/ [Accessed 21 Feb. 2019].
Vaioleti, T.M., 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
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Appendix
Q1. According to you, is implementation of the digital technology necessary in the
hospitality industry?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree
Q2. What are the technological innovations that have already taken place in the current
times?
 Customer relationship management
 Online payment methods
 Point of sale tools
 Cloud based technology
Q3. How far do you think that the incorporation of digital technology will be beneficial
for the industry?
 Agree
 Strongly agree
 Neutral
 Disagree
 Strongly disagree
Q4. What are the various digital technologies expected in future?
 Augmented reality
 Artificial intelligence
 Virtual reality
 Blockchain technology
 AI powered robots
Q5. What are the issues or challenges that may affect the process of digitalisation?
 Pressure on revenue and growth prospects
 Outdated policies and regulatory frameworks
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 Lack of knowledge and experience
 Resistance from employees
Q6. What are your views about the impact of digitalisation on the future of the
hospitality industry?
 Highly positive
 Positive
 Neutral
 Negative
 Highly negative
Q7. What are the excepted trends in the future of hospitality industry?
 Less human intervention
 High reliance on integration of computer and third party services
 Faster experience for the customer
Q8. What will be the influence of social media, augmented reality and artificial
intelligence in operations and management of the hospitality industry?
 Greater enhancement in the health and safety measures
 Super fast systems for processing data
 Reduction in threats
 Increased food quality and safety
Q9. What are the ways through which you are preparing for the future of the
technology integration in the industry?
 Training and development
 Online course materials
 Seminars and conferences
 Through mentors and industry experts
Q10. How will the organisations operating in the industry market and deliver offers to
the customers in the future?
 Internet of things
 Extensive use of social media
 Increased use of mobile technologies
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