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STRM059: Business Research In Practice
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STRM059: Business Research In Practice
1 Download6 Pages / 1,272 Words
Course Code: STRM059
University: University Of Northampton
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: United Kingdom
Question:
If necessary use a title and subtitle
What is the research project trying to achieve?
What is the underlying rationale and aim of your research? What in your experience prompted it? Why are you doing it?
What is the study trying to achieve (i.e. is your purpose to explore, describe, understand, explain, predict, change, or something else)?
What is your research question(s)? or proposition(s)?Outline how you plan to go about doing your research.
Justify the approach you intend to employ. What implications does your approach have for your research design and methods? What is the context of your proposed research? Key features, characteristics! Why is it a suitable context? Who will be studied? How many? How will they be selected (i.e. sampling)?
Consider ethics and access to your study sample. Try to anticipate any problem you might have in implementing your method.
Describe (and justify) the methods and techniques you plan to use to collect your data. What sort of data will you collect?How will you collect this data? Why is this method suitable for your question?
Describe (and justify) the methods and techniques you plan to use to analyse collected data.
Answer:
Introduction:
The research proposal aims to provide a detail analysis of choosing online accommodation by travelers. The accommodation industry offers various range of offers and attractive accommodation packages (Naletova 2017). This paper highlights these points along with the explicit explanation of the marketing strategies various hotels in Selangor.
The core objective of the research is to recognize the thought process of the consumers at the time of travelling. Studying these consumer behaviors will help to improvise the tourism industry in terms of profit and tourist-friendly facilities (Naletova 2017). Moreover, it will also help the travelers to make decisions regarding lodging.
Research questions
RQ1. Which attributes are preferred by the travellers during online accommodation booking?
RQ2. How the marketing strategies will lead to enhance revenue and sales of the hospitality industry?
Research Methodology:
The research study is based on the accommodation industry. Accommodation is an integral part of the tourism sector (Naletova 2017). Thus the research context is related to the travel and tourism organizations.
Among three types of research designs (Analytical, Exploratory, and Explanatory), this research proceeds according to the analytical design approach as it helps to evaluate the research concept in a descriptive way. Moreover, the Analytical or Descriptive research design will also help the researcher to generate a comprehensive idea of the topic of interest and also the theory behind it (Flick 2015).
Data collection process
The procedure through which data will be collected for further research and inference generation is known a data collection process. The data collection method can be classified into two types-
Primary data collection where data is collected by conducting interviews using questionnaire or face-to-face interviews and surveys
Secondary data collection where data is already available in journals, articles and online websites.
In the course of this study, the primary data is used for the analysis and it is collected by sending questionnaires to the travelers who have boarded in the hotels of Selangor. These travelers are the participants of the research study and their responses will be used for the further analysis. The data is collected for two groups which are leisure travelers group and business travelers group. This specific division will help to understand the preferences of the travelers in a better way (Wang et al. 2015). The number of participants allowed for this research is approximately 50.
Methods for data analysis
Data are primarily of two types- Quantitative and Qualitative and so are the data analysis techniques. In qualitative data analysis method, the researcher deals with the simplification and interpretations of some scenarios of interest which are non-numeric. On the other hand, the quantitative data analysis technique comprises of analysing and transforming numeric data (Chevillet et al. 2014).
The present study topic demands to perform a quantitative analysis as the primary data which will be collected are numeric in nature.
Ethical consideration
The researcher has to abide by some specific ethical norms in the course of a research study. The Data Protection Act, 1998, has stated that the privacy of the collected data should be strictly maintained and should not be published without the prior concern of the authority who owns the data. Otherwise, there will be breaching of data and that will be a punishable offense. Moreover, before the beginning of the research and amendments application, the research needs to be reviewed by an ethics committee (Harriss and Atkinson 2013).
The research topic analyses the factors and attributes related with the online selection of accommodation by travelers. This study particularly focuses on the hotel business of Selangor as this area had been in bad situation after the economic crisis. The downturn of economic situation will be benefitted by the outcome of this study. In addition to this, the thorough research is significant for business purposes as it will provide a clear insight to the facts that are responsible for the sales and the business expansion of the travel and tourism industry. Above all, this study will help to adopt unique marketing strategies of the 3-star and 5-star hotels along with a SWOT analysis. The online travel agencies should be managed well as these agencies help to provide good number of travelers through online bookings (Li et al. 2015). Besides, the guests’ reviews and recommendations in the online platforms should be maintained cautiously as these reviews are another way to maintain the e-reputation (Zhao et al. 2015). Another factor to increase revenue is to adopt proper rate strategy of hotels and accommodations, building sales relationships with the third parties. It is possible by applying revenue management technique into business scenarios. Lastly, the professional communication with referents is also vital for growth of revenue and sales (Marketing Solutions for Tourism Entrepreneurs 2018). A diagram (Fig 2) is shown in the Appendix to show the clear understanding of the marketing strategy of the hotels.
Time table
The suggested timetable needed for the current research study is 24 weeks. This timetable is displayed below:
Activities
1st to 3rd Week
4th to 10th week
11th to 13th Week
14th to 17th Week
18th to 21st Week
22nd to 23rd Week
24th Week
Topic Selection
ü
Primary data collection from the participants
ü
ü
Layout creation
ü
Quantitative analysis of the collected data
ü
ü
ü
ü
Findings of the data
ü
ü
Conclusion drawn from the analysis
ü
Draft formation
ü
ü
Final work submission
ü
Conclusion
From the above research study, it can be concluded that this research study holds an essential role to provide solutions for revenue enhancement and hospitality industry expansion in Petaling Jaya, Selangor. This will help to improve the poor economic condition and it will boost the travel and tourism industry. The review of travelers’ online purchase decision for accommodation will help to answer the proposed research questions. The analysis of the data after collection will provide logical business solutions. Starting from online hotel booking to guest reviews, every detail will be included under the scope of analysis of the researcher.
References
5 Essential Hotel Marketing Strategy Steps – Marketing Solutions for Tourism Entrepreneurs. [online] Available at: https://www.floriethielin.com/en/5-essential-hotel-marketing-strategy-steps/ [Accessed 3 Aug. 2018].
Chevillet, J.R., Kang, Q., Ruf, I.K., Briggs, H.A., Vojtech, L.N., Hughes, S.M., Cheng, H.H., Arroyo, J.D., Meredith, E.K., Gallichotte, E.N. and Pogosova-Agadjanyan, E.L., 2014. Quantitative and stoichiometric analysis of the microRNA content of exosomes. Proceedings of the National Academy of Sciences, 111(41), pp.14888-14893.
Flick, U., 2015. Introducing research methodology: A beginner’s guide to doing a research project. Sage.
Harriss, D.J. and Atkinson, G., 2013. Ethical standards in sport and exercise science research: 2014 update·. International journal of sports medicine, 34(12), pp.1025-1028.
Li, G., Law, R., Vu, H.Q., Rong, J. and Zhao, X.R., 2015. Identifying emerging hotel preferences using Emerging Pattern Mining technique. Tourism management, 46, pp.311-321.
Naletova, V., 2017. How Travelers Choose Accommodation online.
Wang, M., Lu, Q., Chi, R.T. and Shi, W., 2015. How word-of-mouth moderates room price and hotel stars for online hotel booking an empirical investigation with Expedia data. Journal of Electronic Commerce Research, 16(1), p.72.
Zhao, X., Wang, L., Guo, X. and Law, R., 2015. The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), pp.1343-1364.
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