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    How Digital Technology Plays an Important Role in Hospitality Industry - Marriott

    University: UK College of Business and Computing

    • Unit No: 2
    • Level: Undergraduate/College
    • Pages: 9 / Words 2250
    • Paper Type: Assignment
    • Course Code: R/508/0486
    • Downloads: 629
    Question :

    This unit provides an opportunity to conduct an investigation based on outcomes and phenomenon of digital technology on hospitality industry

    • Carry out research methodology in order to assure effective knowledge is used for research process.
    • To analyze data acquired for Marriott using primary and secondary research.
    • Present the outcome of research to relevant stakeholders.
    • Reflect on research methodology and understand the lesson learnt in the context of meeting objectives. 
    Answer :


    Title: To identify the importance of digital technology on hospitality industry : A case study is based on hotel Marriott”.

    1.1 Research proposal Specification


    Identify the impacts of digital technology on the Marriott hospitality organization has very wide scope. All organizations are using technological advancement in their structure to improve the quality and performance of their product and employees. It also reduces the operating cost and develop productivity in attaining the objectives with more efficiency. Digital technology create a huge change in the marketplace. With the using of these advancements' hospitality industry can attract more customers towards their business to purchase more products. There are different techniques which can be used by Marriott hotel such as internet, websites and texting. Marriott hotel is considered as hospitality industry which plays a role as a supplier to tourism industry. Marriott hotel is one of the best hotel in hospitality industry which is using higher range of digital technology to increase the growth of its business. Digital technology generally impact in positive manner on the organizations. But there are limitations as well(Shifrin and et.al., 2015).


    Digital technology has huge and positive affects on the Marriott hospitality organization. It is the way by which company can enhance the experience of its employees and customers. Mobilization helps the organization to focus on the customer by providing the creative and innovative solutions as online payments, bookings and loyalty programs. With the digitization, customers have a wide range to evaluate the information of various brands. Consumers can search the data and content before traveling. They also can compare the different destination options it means organization has to provide better quality of the product which they offered. The main importance of digitization is that an industry can know its customer, personalize its offer, decrease its cost, improve its performance, can take green initiatives, increase communication flows and can reduce the waiting time. Digital transformation makes the higher competitive market among hospitality industry such as self check in, electronic key cards, personalized and smart. Both business and employee can get advantages through digitization. Technologies which are using by Marriott hotel is internet, reservation systems, computer systems and mobile communication. It also improves the learning system of the structure(Bell, Bishop and Przybylski, 2015). It allows a huge collection of data and contents. Through this there are several areas in which modifications exist such as recruitment and selection process, technology adoption, utility service evolution, strategy process and training and development process.


    “ To evaluate the outcomes and phenomenon of digital technology on hospitality industry : A case study is based on hotel Marriott”


    • To evaluate the impacts of digital technology in hospitality industry
    • To analysis tools and techniques of digital technology to influence customers in Marriott hotel.
    • To identify the relationship between the impacts of digital technology in selected hospital industry and marketing activities.
    • To recommend the strategies or ways to Marriott to ensure large profitability ratio.

    Research Questio

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