Developing in the hospitality industry based on the reactions and shifting desires of the consumers
Table of Contents
Part 1: Background and Rationale of the study 4
1.1. Research background 4
1.2. Research Rationale 4
Part 2: Purpose of the study 5
2.1. Aim: 5
2.2. Objective 5
Part 3: Literature Review 6
3.1. The emerging trends 6
3.2. Impact of Covid-19 and Brexit on the Hospitality Industry 6
3.3. Developing trends in the hospitality industry 7
3.4 Implementation of Artificial Intelligence 7
Part 4: The Approach and Technique Adopted 8
4.1. The chosen research approach 8
4.2. The chosen research philosophy 8
4.3. The chosen research method 9
4.4. Chosen data collection technique 9
4.5. The chosen sampling method 10
Part 5: Time scale and resource 10
5.1. Time scale 10
5.2. Resource 10
5.3. Constraint 10
Conclusion 11
Reference Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and
scientific approach. CRC Press. 12
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Appendix 1: Theoretical framework 15
Appendix 2: Project Timeline 16
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Working title: Developing in the hospitality industry based on the reactions and shifting desires of the consumers.
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in marketing and the process of hospitality for embracing the latest and newest technology in
order to respond to the events which are circulating globally (Wang and Xie, 2020). There have been
a few circumstances over the previous years that triggered a massive transformation of the
hospitality industry. This resulted in the shifting of adapted technology due to the born chaos that
came with concepts that were innovative tailoring to the new normal that is existing in the
society in the current times. This was coupled with the evolution of technology at a speed that
was breaking neck and the hospitality industry was utilising a range of wonderful and new
technology in order to satisfy the consumer trends (Qiu et al. 2019). Hence in order to satisfy the
growing trends of the consumer there was several technology and trend were implemented which
can be best understood by understanding the change of behaviour of the consumer for which this
research is extremely important. Moreover, it can be stated that businesses in the hospitality
industry requires to keep their ears and eyes open to the trends of the latest industries for
streamlining the cost of their operation which can maximize profitability while giving the desired
experience to the clients in order to keep driving in the upcoming days and beyond.
Part 2: Purpose of the study
2.1. Aim:
The study aims to evaluate and understand the upcoming and present trends developing in the
hospitality industry based on the reactions and shifting desires of the services preferred by the
consumers.
2.2. Objective
a. To understand the changing social and economical condition due to Brexit and Covid-19 is
causing the change of desires of the consumer.
b. To understand the shifting trend of the technology that is taking place affecting the
hospitality industry.
c. To understand the way the change of attitude of the consumer and the shifting of technology
is affecting the hospitality industry.
d. To understand the trends that are developing due to the change management in the hospitality
industry.
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e. To understand the process by which hospitality industry will be affected by the trends that
are discussed in the research.
f. To draw a conclusion by finding the relationship between the factors of upcoming trends,
shifting desires of the consumer, and shifting the paradigm of technology in hospitality.
Part 3: Literature Review
3.1. The emerging trends
Based on the statement of Yang et al. 2020, it can be stated that knowledge management has
gained a completely new meaning due to the increased ability to avail insights into big data.
Analytics can be stated to be the backbone of a learning society and it is not an exaggeration to
call digital society a religion of society. On the other hand, based on the statement of Singh
(2020), marketing information is a new trend being available and popular in the hospitality
industry because of the comfort it provides to the consumers regarding the availability of
information for which often the consumers tend to consume the service which is marketed better
than the ones which are not marketed. This comments on the changing nature of the consumer as
the consumer wants to stay in the comfort zone rather than move out of it researching a specific
factor for the experience of the service. Apart from that Gursoy et al. (2022) states that in the
current time’s operation of the hospitality and tourism industry depends on the effort to
understand the trends or the new phenomenon both in the industry and the desires of the
consumers which facilitates the organisations to develop a clear inside of the required factors
while providing a service. On the contrary, however, Kazmina et al. 2021 state that sustainable
development of tourism is one of the major trends developing in the tourism industry or
hospitality industry because of the growing awareness of the consumers regarding this factor and
the initiative taken by the government due to deteriorating condition of the planet Earth.
3.2. Impact of Covid-19 and Brexit on the Hospitality Industry
It has to be considered that the covid-19 pandemic has cost the hospitality industry to run around
the world and this is one of the most determining factors for the condition of the hospitality
industry in the past 2 years. However after the pandeming there has been sudden increase of
tourist because of the two years long which is being handled currently by the hospitality Industry
(Forbes, 2021). Hence in the year of quarantine restrictions, the concept of the new normal has
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evolved and that resulted in the evolution of a range of technology that goes in accordance with
the new normal and has given birth to a range of trends as well. On the same concept Liu et al.
(2022), states that the trends and patterns of the hospitality industry provides a suggestion for the
future requirements and future behaviors of consumers and is changing constantly with change in
the social political condition of the world. About 4% of America’s food depends on EU which
will have its impact over the hospitality institue to the changes the brexit policy brought over UK
( Forbes, 2016). Government will decide the number of migrants to he you after break will lead
to labour shortage which will also affect the hospitality industry of UK (Forbes, 2017). It must
be noted that with the introduction of Brexit, there have been immense social-political changes in
the tourism industry which has its impacted over the condition of the functioning of the
hospitality industry as well as it had to undergo certain policies regarding its operations.
3.3. Developing trends in the hospitality industry
As stated by Girish and Manogna (2021), the hospitality industry included an enormous number
of people, and change of people’s attitudes has to have an impact over the condition of the
industry as well. In the post covid situation after functioning in a specific way there has been
your change in behavior and attitude of the individuals towards their own life which resulted in
the application of several new strategies in order to meet the growing change of trend in the
hospitality industry as well. Similarly, Malhotra (2021) state that there has been a predicted job
loss of 38 million which is 70% of the workforce and due to lack of employee that must be a
study change in the type of functioning of the industry which can be approached by the
implementation of artificial intelligence or big data in order to do the works which are not
possible by so less number of employees otherwise. In the words of Rhou and Singal, (2020), even
the demand for services from the hospitality industry has not decreased with the decrease in the
workforce, and because of this other options are implemented in the industry in order to go along
with the requirements that are expected out of the organisations by the consumers who are
availing it.
3.4 Implementation of Artificial Intelligence
It must be noted that the functioning of the industry includes several other factors in order to
determine the direction of its movement as well. In accordance with Reis et al. 2020, along with
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social and economical factors, the condition of the government policy is also a major driving
force for change of trends in the hospitality industry. This statement can be supported because of
the increase and implementation of sustainability as a major element in the hospitality industry
because of the active role of government in the decrease of carbon footprints throughout the
world. According to Davahli et al. (2020), this provides a competitive space for the organisations
as well since few organisations choosing the practice set a target for the other organisations to
achieve it in order to be favoured by both government, quality of service and the choice of the
consumers. Park and Min, (2020) stated technology is a big thing that is emerging in the process like
the big data or artificial intelligence which is facilitating organisations to provide customised and
detailed services to the consumers of the service which is also affecting the way of working in
the industry.
Part 4: The Approach and Technique Adopted
4.1. The chosen research approach
The research approach will basically be based on both the primary data and secondary data
collected. In order to collect the primary data there will be several interviews taken along with a
few services from the consumers of the service industry or the service providers of the
hospitality industry for getting the data regarding the current condition of the industry. However
in order to understand the shift it is extremely difficult to engage weight the condition the
industry had to go down in the previous year which will be available distinctly in the already
published articles from several scholarly sources. These scholarly sources will be available in
several libraries and archives like the Google scholar PubMed or the library of the institution
where I engage.
4.2. The chosen research philosophy
Research philosophy is of 5 types which include critical realism, positivism, postmodernism
interpretivism, and pragmatism (Mukherjee, 2019). Research philosophy is important because they
reveal the assumption explicitly of the researcher making the research to lead the choices which
are applied in the design, purpose, methodology as well as methods of the research along with
the process of interpretation and data analysis (Patel and Patel, 2019). Positivism research
philosophy claims to understand the social world in an objective way and so it is the chosen one
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because it promotes an interpretation of Reality that is more objective by using the datas that will
be available from the secondary sources of experiment survey (Altinay, 2016).. This research
philosophy will be an objective analysis based on which the personal values can be dissociated in
order to work independently for which positive is the research philosophy chosen for this
research.
4.3. The chosen research method
The research method will be both qualitative and quantitative. According to Pandey and Pandey
(2020), this is because the data is extremely required for understanding the trends that are
evolving in the industry where as the qualitative data will help to understand the condition of the
evolving trends and the way the evolving trends are affecting the psychology and the condition
of the hospitality industry. Both the qualitative and quantitative data will be collected from the
secondary and primary sources to develop a distinct understanding of the topic systematically
and scientifically.
4.4. Chosen data collection technique
Interview
As stated by Zhou et al. (2022), interview is the way by which both qualitative and quantitative data
can be obtained from the experts who are dealing with the conditions of development of trends in
the hospitality industry. Managers of the hospitality industry will be the target for the interview
because they have the best information about the changing dynamics in the desires of the
consumer along with the changing parameters regarding technology which are giving birth to the
new trends in the hospitality industry. Apart from that they are the people who also has the best
inside about the development of the change in paradigm as they were the one that had to deal
with the condition of the hospitality industry previously before the changing trends in it.
Survey
In the statement of Newman and Gough, (2020), survey is the method by which a significant number
of people can be targeted who are the consumers of the service industry in order to understand
the desire switch hour resulting in the evolution of trends in the hospitality industry. With the
help of these developing psychological changes the trends are also being set in the industry for
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which changes are to be adapted in the hospitality industry. In this survey majorly quantitative
data can be obtained because hardly any qualitative understanding can be obtained from the
consumers through survey (Säfsten and Gustavsson, 2020). As per Mishra and Alok (2020), this can be
approached both digitally and physically as the digital method of taking survey can be facilitated
by use of Google form and circulating it via social media and other online cut forms.
4.5. The chosen sampling method
Random sampling method has to be obtained for this research as every consumer has equal take
over the change in the trends of the hospitality for which bias random sampling technique is the
best way to develop a better inside regarding this survey (Bairagi and Munot, 2019).
Part 5: Time scale and resource
5.1. Time scale
Literature review & Methodology: 7 weeks
Planning Strategies or aims: 1 week
Data collection activities: 7 weeks
Data Analysis: 4 weeks
Findings: 4 weeks
Discussions: 3 weeks
Conclusion: 2 weeks
Proof reading: 2 weeks
5.2. Resource
Material: There are a few resources that are to be taken care of with includes available at
secondary materials which are made available by the institution through excess of several
libraries to the students.
Time: in order to dedicate full attention to the work the researcher is not supposed to engage in
any other kind of work during the process of creation of the research material.
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Finance: The adequate budget has been kept preside based on anticipation regarding the cost of
printing. Moreover, accommodation will not be taken in any other place because of both the loss
of time during a change of location and constraints in finance as well
5.3. Constraint
Major constraint of this research is unavailability of the people who are potential enough to
comment over the whole hospitality industry as the hospitality industry is a diverse domain
which includes a range of services and it is extremely difficult to get expert is of every sector in a
person. Tomorrow were taking interview of multiple person is a bit difficult because of the time
constraint and availability of experts because of their fragmented presence.
Conclusion
It can be concluded that using these methods in order to go about research regarding the chosen
topic can have a positive impact because each of these methods are chosen on the basis of the
requirements of the consent topic. Moreover the changing of trends and the desires are
requirements of the consumer in the hospitality industry has its commentary over the social and
political changes as well which makes the research more dynamic and important in the long run.
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Appendix 1: Theoretical framework
Incease of focus
Customised Service
Implementation of
Artificial Intelligence
Impact of Covid-19
The emerging
trends
Impact of Brexit
Change in Hospitality Industry
CHANGE MANAGEMENT
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Appendix 2: Project Timeline
Month March April May June July August September
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Meeting the supervisor …
Literature review & Methodology: … …
Permissions from Hotels for survey …
Finalising list for interview …
Studying questionnaire …
Studying interview …
Planning Strategies or aims … …
Data collection activity … …
Data analysis … … … …
Findings … … …
Discussion … … … …
Conclusion … … …
Proofreading …
Submission …
