The perception of branded hotel in global world - Essay Example

?RESEARCH METHODOLOGY: Introduction: In this chapter an attempt has been made by the researcher to describe and explain the research method which will be used in order to accomplish the aims and objectives of the particular research project. The main aim of this chapter is to present and justify the different research philosophy and methods which are used by the researcher in order to find answers to the research questions. It is beneficial for the researcher to describe and define the research methodology and design in effective manner as this research design and methodology act as a guiding map for the researcher during the whole research process, and the researcher is able to find comprehensive and relevant answers to the research questions under investigation. The research design helps the researcher in collecting, analysing, and explaining the data (Sekaran, 2006). The research design presented in this chapter will facilitate the researcher in the search of the appropriate and thorough answers to the research questions under study and to accomplish the aims and objectives of the research study being conducted. Research Aims and Objectives: The main aim of this research project is to explore and investigate the perception of branded hotel in global world. In this regard, the research study tries to explore the different cultural preferences and distinction of these branded hotels. The objectives of the research study are as follow: To discuss the theory of experience economy on the basis of building theme hotel. Define the concept of theme hotel, theme hotel cultural atmosphere. Explaining the concept of building of theme hotel Analyzing a specific theme hotel in UK and find factors that play an important role in building theme hotel cultural atmosphere and find the way to further development. Research Questions: The research questions which will be explored by the particular research project are as follow: Will customers prefer branded theme hotels over other traditional hotels? What are the important factors in the selection of the hotel? What factors influence the construction and concept of the theme hotel? Research Purpose: The research purpose of this particular research study is to identify, investigate, and explain the concept of the branded them hotels within United Kingdom. Apart from this the research study is looking forward to explore the different factors which will directly influence the consumer behaviour in the selection of the branded theme hotels. Hence it can be said that the research purpose of this research study is ‘descripto-explanatory’ (Saunders, Thornhill, & Lewis, 2009, p.140). This concept of descripto-explanatory research has been generated from the combination of the exploratory research and descriptive research. In the descriptive research the researcher tends to present and explain the overall prevalent situation which is being investigated in order to get a clear idea of the overall condition (Aanstoos, 1983). In reference to this research study, the researcher has gone for the descriptive study in order to explore and describe the current situation in the hospitality industry of United Kingdom with high focus on the trends and patterns related to the concept of the branded theme hotels. On the contrary to this, the explorative research is used by the researcher in order to explore and create a proper causal relationship i.e. cause and effect relationship between the important variable and factors being investigated or studied (Patton, 2002). In reference to this research study the researcher has implemented the explorative research in order to investigate that the relationship between the different consumer behaviour variables and the growth of the branded theme hotels sector. This specific strategy or approach of integrating the both research purposes i.e. descriptive research and explorative research will in turn facilitate the researchers to come up with better and more thorough answers to the research questions being investigated. Research Approach: In order to accomplish the above mentioned aims and objectives of this research study, the researcher has used the scientific research approach. The base of the scientific research approach is the deduction analysis and works on the concept that understanding and explaining of every factor or element is possible as long as that factor or element is measurable (Maylor and Blackmon, 2005). Apart from this, it is worth mentioning that the scientific research approach is implemented with the help of the collective different facts, observations, and measurements, as the final analysis is directly based on all these elements. In case of the particular research project about the branded theme hotels, the main aim of the scientific research is to objectively analyse and investigate the relevant data and information which is beneficial for the different business analyst in the order to take considerable future decisions. The scientific research method is also beneficial for making sure that the research study is valid and reliable. The objectivity of the researcher during the whole process of research project is the key factor in ensuring that the results and findings of the research study are valid and reliable. The approach of scientific research make sure that the researcher is not connected with the topic which is being investigated by the research project and thus remains unbiased during the process of data collection and analysis (Crabtree, 1992). Research Philosophy: The research philosophy which has been undertaken by the researcher for this particular research study is of positivism. This particular research philosophy has been selected by the researcher because it is directly related and associated with the scientific research approach and will facilitate and enhance the whole procedure or process of the research study and analysis. The research philosophy of positivism make sure that while conducting the overall process of research study, the researcher is in calm and composed state of mind. Apart from this, the positivism research philosophy focus on the developing objective description of the situation which is being investigated, elaborating the relevant theories which are constructed by explaining the situation or phenomena, and in the last applying the relevant theories in order to generate the positive outcomes and end results (Jankowicz, 2005, p. 111). In reference to this research study, the researcher has first collected relevant data and information with the help of different primary and secondary sources of data and then has used this data or information in collaboration with the already established theories in order to investigate and explore the overall scenario and future perspectives for the branded theme hotels. Research Strategy: The researcher has gone for the mix research strategy and has used both quantitative and qualitative research. In order to adopt the mix research strategy the researcher has combined the survey method with the help of the online administered questionnaire with the focus group discussion. It is beneficial and helpful to use the survey research strategy for the research studies which are based on the descriptive and exploratory research purposes. The survey research strategy is directly connected with the approaches or concepts of the deduction analysis, positivism research philosophy, and scientific research approach. Apart from this, the survey research strategy allows the researcher to generate and collect considerable qualitative data in sufficient volume which is then analysed with the help of different quantitative methods and techniques. The survey research strategy helps the researcher in the whole process regarding the identification and exploration of the different factors which will affect the relationships between the important variables which are being studied or investigated by the researcher in the particular research study and also helps in the generation of different models regarding the relationships among the important variables. Research Method: The researcher has again went for mixed research method in order to make sure the results and findings of the research study are thorough and comprehensive. In this regard, the researcher has first constructed a conceptual framework on the bases of the secondary research and data. Once the researcher has been able to identify the relevant elements and variables and has constructed the theoretical or conceptual framework, in the next step, with the help of the primary research and sources the researcher has collected relevant data and information in order to come up with detailed results and findings. For secondary research, the researcher has used extensive literature review in order to investigate and explore different secondary sources in reference to the topic being investigated by the researcher. It is essential to acknowledge that the in the process of secondary research, the researcher uses secondary sources of data in contrast to the primary sources of data, which are utilised for the purpose of collecting relevant information for analysis (Stewart, 1993). On the other hand, the primary sources of data are which have been used for the particular research study and the main aim behind the collection of that data or information is to accomplish the aims and objectives of the particular research project (Glass, 1976). In contrary to this, the secondary sources of data are already there and the data has been collected for some other purpose and research project. According to Stewart (1993), it is helpful for the researcher to go for mix method research and uses both primary and secondary research in order to come up with better answers and understand the research topic under investigation in more effective and efficient manner. Data Collection: The research study would have different data collection methods and these methods can be divided into two broad types; primary data collection and secondary data collection. The primary data collection method would include the methods with which the researcher would collect the data himself and this data would be used in the research study. Examples of primary data collection methods include questionnaire and focus group. The researcher would first collect primary information from questionnaire and then the interested candidates or respondents would be invited for focus group. In addition to this, the researcher would also collect information from the secondary data and this would include collection of data and analysing it from different books, journal articles, online sources and research study already conducted on similar kind of topics. Variables under Investigation: The variable under investigation have been divided into two broad categories which are as follow: 1. Dependent Variable 2. Independent Variable Dependent Variable The dependent variable is the one whose performance or result is directly related to some other variable and factors. The researcher can measure and analyse the shift in the dependent variable by exposing it to certain interference during the experiments (Sekaran, 2006). In reference to this research study the dependent variable is the future prospects and growth for the branded theme hotels in United Kingdom. Independent Variable The independent variable is the one whose outcome or performance is not directly dependent on any other factor or variable. While conducting the experiment, the researcher can take different measures in order to control and manipulate the independent variables so that its impact on the dependent variable can be analysed and explored (Sekaran, 2006). In reference to this research the independent variables the consumer behaviour and preferences along with the other trends in the hospitality industry of United Kingdom. Conceptual Framework: The conceptual framework is developed or formulated in order to provide the researcher with the basis ides or concepts related with the research topic under investigation. According to Sekaran (2006), the conceptual framework serves as the road map and provides the researcher with the required help in understanding the relationships between important variables. In reference to this research study, the conceptual framework shows the relationship between the dependent and independent variables identified above: Ethical Considerations: Ethical consideration is important for the researcher to consider while conducting the research study. Considering the ethical issues is critical for the researcher as this allows the researcher to conduct research in accordance with the norms and standards that are prevailing in the society. The responses of the respondents are to be kept in private and not to be disclosed, and therefore this is one of the major ethical considerations that the researcher should consider. In addition to this, the research study might have some kind of sensitive information about the behaviour of respondents and it is important for the researcher to consider these issues as well and such information should not be disclosed. Limitations: Limitations of the research study could hurt and distort the analysis and findings of the research and therefore it is important for the researcher to identify and mention the limitations of the research study. The major limitations of the research study is the lack of time and lack of budget and sufficient resources as because of these limitations the researcher has been restricted to conduct research in a thorough manner. Because of lack of budget, the researcher could not invite more respondents for the focus group and also the researcher only to go ahead with small number of respondents from the same area. So, one of the limitations that has been identified by the researcher is the participation of respondents from different parts of UK. The other major limitation of the research study is collection of data in filling the questionnaire. Many people are reluctant to give the actual information and this could influence the findings of the research study and can distort the analysis. In addition to this, some of the respondents might just fill the questionnaire for the sake of completion of questionnaire rather than giving the actual information and this could also distort the analysis. The other limitation of the research study could be the limited sample size. With limited sample size, the sample of the research study might not have truly presented the population and this could also have influenced the analysis. Because of having limited budget, the researcher has not been able to cover all the aspects of the research topic. Also there might be some intervening variables that could have influenced the relationship of the dependent and independent variable and these variables might have been ignored. Summary: This chapter of the research study explains the main concepts that are related to the research methodologies. In addition to this, this chapter also explains the methods that the researcher plans to use in order to collect data and achieve the objectives of the research study. This chapter also presents the dependent and independent variables that have been identified in the research study. The chapter also highlights important considerations that the researcher has to kept in mind while conducting research and then at the end of the chapter, limitations of the research study are discussed that could influence the findings and analysis of the study. List of References Aanstoos, C 1983, ‘The think aloud method in descriptive research’, Journal of Phenomenological Psychology, vol. 14, no. 2, pp. 243-266. Crabtree, B 1992, Doing Qualitative Research. Sage Publications Inc, Thousand Oaks CA. Glass, G 1976, ‘Primary, Secondary, and Meta Analysis of Research’, Educational Researcher, vol. 5, no. 10, pp. 3-8. Jankowicz, A 2005, Business Research Projects, Thomson Learning, London. Maylor, H, & Blackman, K 2005, Research Business & Management, Palgrave Macmillan, Basingstoke, UK. Patton, M 2002, Qualitative research and evaluation methods. Sage Publications Inc, Thousand Oaks CA. Saunders, M, Thornhill, A, & Lewis, P 2009, Research Method for Business Students, Financial Times Prentice Hall, London. Sekaran, U 2006, Research Methods for Business, John Wiley & Sons, Inc, NJ. Stewart, D 1993, Secondary research: information sources and methods. Sage Publications Inc, Newbury Park CA. Read More