I am writing essay on Research methods for hospitality and tourism managers. The aim of this research is to enhance and refine a capability for critical thinking about hospitality and tourism related managerial problems. Research is depending on size of the organization. Research is the very important for any organization at is offers a measure of control and autonomy over any company. It gives opportunity to confirm clarity, pursue, or even discover new aspects of company. It is the combination of reasoning and experience and must be regarded as the most successful approach to the discovery of truth.
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Definition of research, It is active, diligent and systematic process of inquiry in order to discover, interpret or revise facts, events, behaviours or theories, or to make practical applications with the help of such facts, laws or theories. The term research is also used to describe the collection of information about the subject. (wordiq.com). according to Oxford Concise Dictionary Research is the case study of particular topic. It is the systematic investigation into and study of materials and sources, in order to establish facts and reach new conclusions or in other words research is an endeavour to discover new or collate old facts etc by the scientific study of a subject or by a course of critical investigation (Oxford Concise Dictionary).
Business research helpful to finding out who are your customer and what are the basic needs. Research is the review or synthesizes existing knowledge. Research helps to investigate existing situation and problems and provide solutions for problems. Its explore and analyse more general issues. Research methods used to collect customer satisfaction may be questionnaires, interviews or seminars. Nowadays business research is the keypad of any development plan for and any organisation. It is a increasingly popular way for companies to train and educate their managers and other employees in a vast array of different fields. Research is the imperative for the company to know what type of products and services would be profitable to introduce in the market. Also with respects to its existing products in the market, good market research enables a company to know if it has been able to satisfy customer needs and whether any changes need to be made in packaging delivery or product itself. This enables a company to formulate a viable marketing plan or measure the success of its existing plan. (morebusiness.com)
Types of research:-
The word research is used to describe a number of similar and often overlapping activities involving a search for information in other word research is process of collecting data, information and fact for the advancement of knowledge. (Webs.uidaho.edu).
There are mainly two types of research and secondary research
Primary research:
It is the process of the collection of data that does not already exist. This is done with the various forms like questionnaires, direct observation and telephone interviews etc.
There are two basic approaches to data collections using primary methods.
Qualitative research : Qualitative research is seeks out the ‘why’, not the ‘how’ of its topic through the analysis of unstructured information things like interview, transcripts, emails, notes, feedback, photos ,Forms and videos. Qualitative research is used to gain inside into people’s attitudes, behaviours, value system, caserns, motivations aspirations, culture or lifestyle. Its used to inform business decisions, policy information, communication and research. Focus groups in depth interviews, contained analysis ethnography, evaluation and semiotics are among the many formal approaches that are used but qualitative research involves the analysis of any unstructured material including customer feedback forms, reports and media clips. (qsrinternational.com)
The methods of collecting qualitative data are
Individual interview
Focus group
Observation
Advantages of qualitative research
Qualitative research produces more in depth, comprehensive information
Uses subjective information and participant observation to describe the context or natural settings of the variables under consideration as well as the interaction of the different variables in the context.
Its seeks the wide understanding of the entire situation.
Disadvantages of Qualitative research
The very subjective of the enquiry leads to difficulties in establishing the reliability and validity of the approaches and information.
It is very difficult to prevent a detect researcher induced bias.
Its scope is limited due to the in depth, comprehensive data gathering approaches required. (okstate.edu)
Quantitative research:
According to the Aliaga and Gunderson (2002), quantities research is explain phenomena by collecting numerical data that are analysed using mathematically based methods (in particular statistics). This methods investigates why and how of decision making not only where, what, when. Quantities research has an ability to provide complex textual descriptions of how people experience given a research issue
Advantages of Quantitative research:
In Quantitative research its seeks to explore phenomena, it is design in an excellent way of finalising results and poring and disproving hypothesis, a structure has not change for centuries.
After statistical analysis of the results comprehensive answer is reach and result can be legitimately discussed and published.
It is a useful for tasting gain by the series of a Quantitative experiment, leading to a final answer and narrowing down of possible directions for follow up research to take.
Disadvantages
Quantitative experiments can be difficult and expensive and require a lot of tie to perform.
Quantitative studies usually require extensive statistical analysis, which can be difficult.
Limited outcomes to only those outlined in the original research proposal due to closed type question and the structured format (experiment-resources.com).
Hospitality industry is evergreen industry in the world and its growing rapidly. In recent years because of globalization in this industry there are lots of challenges and competition. To survive in this competition this industry adopts some research, like market research. Market research is the systematic, objective collection and analysis of data about target market, competition and environment with the goal being increased understanding of them. Through the market research process manager can take data a variety of related and non- related facts. And create useful information to guide the manager’s decision. Marketing research is not an activity conducted only once, it is a ongoing study. The information gain through marketing research is information that can guide managers in most important strategic business decision. Some benefits of market research are.
Market research guide to communication with current and potential customer.
Its helps to identify opportunities in the market place.
Market research minimizes the risk of doing business.
If uncovers and identifies potential problems.
It creates benchmarks and helps to track progress and it’s also helps to evacuate success. (sallbusinessnotes.com)
Business research:- business research programme are an increasingly popular way for companies to train and educate their managers and staff. Business research education can pertain to economics, business strategy and ethics in facts, anything related to modern business and trade. In short business research provides the needed information that guides managers to make informed decisions to successfully deal with problems.
Benefits of business research are,
Business research provides well educated and informed staff means that operations will run very smoothly.
With this research senior managers will be able to drive a workforce on using effective motivational techniques
With the help of business research it is possible to find the edge over the global competition. (content4reprint.com)
Research helps to stay in competitive and build customer loyalty. Research also boost the sales and increase business profitability. It enhances the brand and gain a reputation as an innovative business. Business research help to find out the opportunities and threats.
History:-
Marriott has founded by J.Willard Marriott 1927, when he and his wife opened a root beer stand in Washington D.C. the Marriott quickly noticed that soft drinks sold in large amount during Washington’s long hot summer but that business needed a boost during the cooler months. They added the first Mexican food in that area, were added to their counter menu. The Marriott called their restaurant ‘the hot Shoppe’. In 1928 the Marriott opened their third restaurant, which offered curb side service. Hot Shoppe remains popular in the Washington area through the great depression. In 1937 Marriott branched out from the restaurant business for the first time, pioneering in-flight catering with boxed launch for eastern, American and capital airlines flights from Washington’s old Hoover airport. In 1940 Marriott opened five new restaurants. In 1964 Marriott handed the presidency to his son, Mr. Bill Marriott. Hot Shoppe Inc. over the next few years, the company continued to open hotels and restaurants. Today Marriott international is leading company with more than 3000 lodging properties in the United States and 67 other countries and territories. (fundinguniverse.com)
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Marriott International continuously increasing their business and opening new hotels, inns, restaurants and resorts to attract customers by using new ideas and new strategies. Like recently Marriott International opened their new Ihilani resort spa on the island of Oahu, which offering service and treatments that are uniquely part of the Hawaiian tradition and lifestyle. Ihilani spa is very famous and received numerous awards. (Marriott.co.uk). Marriott according to the place, religion and wishes they making their business for building their brand it is essential to consideration of operating environment. Alternative pricing method, introducing new strategies, environmental analysis is the most essential factor to build up company brand.
Marriott International is mainly focused on employees because they said, “with employment rates holding at records high levels, recruiting and retaining employee” is the greatest challenge facing hospitality industry today. Mr Marriott said the company’s human capital strategy focused on five principles to generate even greater value for employees and the company (hotelonline.com). The mission of this strategy is to keep employee on the job, employees satisfaction is main purpose of this strategy. Because of employees satisfaction customer gets good experience and customers feel like home. This strategy has ability to convert the economy from raw materials and machines to minds and attitude. Like when the employee is satisfied on his job and making family environment which helps to give good service and customer satisfaction.
Research for marketing and sales plan in Marriott international
Marriott international is the one of the top lodging industry in world. The company have some 3400 operated and franchised properties in more than 65 countries. Vision of the Marriott Company is to be the world’s lodging leader. It is grounded in his intense focus. On taking care of the guests, extensive operational knowledge, and development of the highly skilled and diverse workforce. I am going to do research on marketing and sales plan in Marriott International based on following questions.
Describes the products or services of Marriott will provide? What are the core products or services? What are specialities of Marriott?
Marriott international has more than 3000 operated or franchised lodging properties in more than 3400 lodging properties in 60 countries and territories. Marriott international operates and franchises hotels under the Marriott, JW Marriott, The Ritz-Carlton, The Autograph Collection, Renaissance, Residence Inn, Courtyards, Tower Place suites, Fairfield suits, Fairfield’s Inn, Spring Hill suites and Bulgari Brand names; develops and operates vacation ownership resorts under the Marriott vacation club, The Ritz-Carlton destination club and grand residences by Marriott’s brands, licenses and manages whole ownership residential brands, including the Ritz Carlton Residences, JW Marriott residences and Marriott residences, operates Marriott Executive apartments, provides furnished corporate housing through its Marriott Execute division and operates conference centre. (news.marriott.com)
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