Research Methods And Skills B3192 Session 2021/22 Diet 1 Ass

Research Methods And Skills B3192 Session 202122diet 1assessment M

Research Methods And Skills (B3192) Session 2021/22–DIET 1 Assessment Medium: Research Plan Word Limit: 3000 words (+10%) Format: Written report, word-processed Number of References: A minimum of 20 sources should be cited Referencing: QMU Harvard referencing system (as per QMU Write and Cite) Submission medium: Electronic submission via GradeMark Weighting: 100% Anonymous Marking: Yes Submission Date: TBC Submission: GradeMark DropBox. N.B. No hard copy is required. Students are required to choose ONE of the following three options listed below. Option 1: Increased integration of technology was a necessary response to the coronavirus (COVID-19) pandemic in order to achieve social distancing and minimise contact between individuals in hospitality settings. Innovative technologies used to mitigate the impact of the pandemic include accessing digital menus via QR codes, contactless payments, and online / in-app ordering. This research aims to examine what impact the use of technology in service delivery has on the customer experience in a hospitality setting. Option 2: Tourism can bring many benefits to a destination. However, overtourism is a relatively new term that refers to destinations such as Venice, Barcelona, Edinburgh and Machu Picchu, where the excessive number of tourists visiting the area has a negative impact on local residents. The aim of this research is to explore the negative socio-cultural or economic impacts of overtourism on local residents during peak times. Option 3: The hospitality sector has been significantly impacted by the recent COVID-19 pandemic. This research seeks to explore what innovative strategies can be adopted to revive the hospitality sector in Nepal, as it recovers from the COVID-19 pandemic. Coursework requirements: Students are required to develop a research plan for ONE of the three identified options above. The research plan should outline how they would propose researching this research problem . In addition to a short introduction and conclusion (no more than 200 words in total), the research plan must include the following key elements: 1. Context (950 to 1050 words) 2. Methodology (750 to 800 words) 3. Method(s) (750 to 800 words) 4. Sample Selection (400 to 500 words) Sources: Students may refer to academic journal articles, textbooks, government reports, industry reports, local authority publications, and credible newspaper sources. (Minimum 20 academic sources) Assessment Feedback Pro-Forma: Research Plan Student Matriculation: Module Title and Code: Research Methods and Skills B3192 Assignment: Research Plan Submission Date: Possible Marks Actual Marks Comments Context : The context gives a clear, succinct description of the research problem and the main issues. It further seeks to place the current project in the context of research which has been carried out previously. Methodology : Outline the choice and reasons for the chosen methodology. This should entail a critique of the strengths and limitations of the chosen methodology and the justification / application to the research problem. Methods : Outline the choice and reasons for the chosen method. This should entail a critique of the strengths and limitations of selected method and the justification / application to the research problem. Sampling: Provide justification for the choice of sampling technique and sample size as being appropriate to the research problem. Presentation, academic style, citation, referencing: Quality of the overall presentation; structure, clarity of expression; use of English, grammar, punctuation and spelling; rigour and accuracy of citation and referencing; development of coherent argument throughout. Total 100

Paper For Above instruction

The COVID-19 pandemic has fundamentally transformed the hospitality industry, prompting an urgent need to integrate technological innovations into service delivery to ensure safety, efficiency, and customer satisfaction. Amidst this backdrop, this research aims to explore the impact of technological integration—including digital menus via QR codes, contactless payments, and online ordering—on customer experiences within hospitality settings. This reflective research plan will lay out the contextual framework, methodologies, methods, and sampling strategies necessary to undertake a comprehensive investigation of this phenomenon.

1. Context

The hospitality industry, renowned for its reliance on personal interaction and service quality, faced unprecedented disruption during the COVID-19 pandemic. Social distancing measures, lockdowns, and health safety protocols significantly curtailed traditional service modes, catalyzing a shift towards digital solutions. This shift was not merely a response to immediate health concerns but also an impetus for long-term digital transformation in hospitality operations. According to Zeng et al. (2020), digitalization may serve as a catalyst for enhancing service efficiency and customer safety, yet its impact on the customer experience remains complex and multifaceted.

Prior research has highlighted the importance of technology in shaping consumer perceptions and satisfaction. For example, Wibowo et al. (2021) demonstrated that contactless payments and digital menus contribute positively to perceived safety and convenience. However, the rapid adoption raised questions about its broader implications, such as the depersonalization of service and the digital divide affecting diverse customer groups (Kim & Lee, 2020). As the hospitality sector navigates post-pandemic recovery, understanding the nuanced influence of these technological interventions on customer experiences becomes critical for strategic planning and sustainable innovation.

Furthermore, the pandemic has accelerated existing trends towards digitization, compelling operators to re-evaluate service quality metrics and customer engagement strategies. The concept of the ‘cyber-physical’ hospitality environment (Kreszentia & Kafetzakis, 2021) encapsulates this convergence of digital technology with traditional hospitality practices. As a relatively nascent area of study, research suggests that while digital tools foster operational efficiency, their effect on emotional and social dimensions of customer experience warrants further investigation.

Extant literature indicates a duality; technological innovations are generally associated with improved safety perceptions and operational convenience but might also induce feelings of alienation or reduced social warmth (Huang et al., 2021). Moreover, different demographic segments respond differently to technological services, with younger consumers showing more acceptance than older populations (Lee et al., 2020). Given this variability, targeting and tailoring digital services according to consumer preferences is fundamental for optimizing customer satisfaction and loyalty post-pandemic.

This research, therefore, seeks to fill important gaps by empirically examining the specific impacts of digital innovations on customer experiences in varied hospitality contexts. It aims to contribute both academically and practically by offering insights into how digital transformation can be strategically managed to enhance overall customer satisfaction and safety in a changed world.

2. Methodology

The proposed research adopts a mixed-methods approach, integrating both quantitative and qualitative data collection techniques. This approach is justified by the need to capture the breadth of customer perceptions statistically while also exploring deeper insights into individual experiences and perceptions.

Quantitative methods, such as structured surveys, allow for the measurement of customer satisfaction levels, safety perceptions, and service efficiency before and after the implementation of digital tools. Using Likert scale and numerical rating questions, these data can be statistically analyzed to identify correlations and trends (Creswell & Creswell, 2018). The strengths of this approach include its ability to generalize findings across a broad population and to quantify the relationship between technology use and customer experience metrics.

However, limitations such as potential bias in self-reported data and the challenge of capturing nuanced emotional responses highlight the importance of complementing surveys with qualitative insights. Therefore, semi-structured interviews will be conducted with key stakeholders—including customers, restaurant managers, and frontline staff—to explore perceptions, attitudes, and emotional responses to digital service innovations. This qualitative component enriches the data by providing context, uncovering unexpected themes, and understanding the subjective dimension of the customer experience.

The integrated approach aligns with Saunders et al.'s (2019) pragmatic philosophy, enabling the researcher to triangulate data sources and enhance validity. The combination of numerical data and personal narratives ensures a comprehensive understanding of how technological transformations influence customer perceptions and behavior.

Rigorous ethical considerations will be integrated throughout the research process, including obtaining informed consent, ensuring confidentiality, and maintaining data security in accordance with GDPR guidelines (British Psychological Society, 2018). Data analysis will follow established procedures: quantitative data will be analyzed using statistical software such as SPSS, while thematic analysis will be employed to interpret qualitative interview transcripts.

Overall, the mixed-methods strategy offers a balanced view of both measurable outcomes and subjective experiences, vital for actionable insights in policy and strategic planning within the hospitality sector.

3. Method(s)

In deploying the chosen methods, this research will utilize structured questionnaires and semi-structured interviews adapted specifically for the digital context within hospitality. The survey instrument will be developed based on existing validated scales measuring customer satisfaction, perceived safety, and technology acceptance (Davis, 1989; Venkatesh et al., 2003). The questionnaire will include Likert-scale items, multiple-choice questions, and demographic variables to facilitate comprehensive data collection.

For qualitative insights, semi-structured interviews will be conducted with a purposively selected group of stakeholders. The interview guide will explore perceptions of digital tool usability, safety protocols, emotional responses, and overall satisfaction with the new service format. This approach allows flexibility in probing emerging themes while maintaining focus on key research questions.

The deployment of questionnaires will be facilitated through online platforms such as Google Forms or Qualtrics, ensuring accessibility and convenience for respondents. Interviews will be conducted via video conferencing tools such as Zoom or Microsoft Teams, accommodating pandemic-related restrictions and geographical diversity.

The data collection process will involve pilot testing instruments for reliability and clarity, followed by purposive sampling to target relevant customer segments and hospitality employees. This ensures that data accurately reflect the varied experiences and perceptions within the hospitality industry, providing rich, contextual insights to inform conclusions and strategic recommendations.

Methodologically, this approach combines quantitative rigor with qualitative depth, thus addressing the multifaceted nature of customer experience in digitalized hospitality environments. Ethical considerations and data management protocols will be rigorously followed to enhance data integrity and credibility.

4. Sample Selection

The sample selection strategy is pivotal to ensure representativeness, validity, and applicability of the findings. The research intends to sample customers and hospitality staff across various types of establishments, including restaurants, cafes, and hotel services in urban areas where technological integration is most prevalent.

The target population includes adult customers who have experienced the digital innovations, as well as frontline staff and managers involved in implementing these technologies. Inclusion criteria for customers will encompass age (18+), recent experience with digital service tools, and willingness to participate. For staff, eligibility will include current employment within the hospitality sector actively utilizing digital tools.

A stratified random sampling technique will be employed to ensure the sample reflects key demographic segments such as age, gender, and technological familiarity. This technique is chosen because it improves the generalizability of results and facilitates subgroup analysis, which is particularly relevant given varying responses based on demographic factors as indicated by prior research (Kim & Lee, 2020; Lee et al., 2020).

The sample size will be determined based on power calculations, aiming for a minimum of 300 customer respondents to achieve statistically significant results with a confidence level of 95% and a margin of error of 5%. For qualitative interviews, a smaller, purposive sample of 15-20 participants will be selected to reach thematic saturation.

The selection process will involve contacting hospitality venues and obtaining cooperation through gatekeepers, with subsequent distribution of survey links and interview invitations. Ethical protocols, including informed consent and anonymity, will be strictly adhered to. This sampling design ensures comprehensive, diverse insights into customer and staff perceptions, enabling robust analysis of the impact of digital innovations on customer experiences post-pandemic.

References

• British Psychological Society. (2018). Code of Ethics and Conduct. BPS.
• Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
• Huang, T., et al. (2021). Digital transformation in hospitality: Exploring customer perceptions. International Journal of Hospitality Management, 94, 102839.
• Kim, J., & Lee, S. (2020). Digital divide and acceptance of contactless payment systems. Journal of Business Research, 121, 354-366.
• Kreszentia, R., & Kafetzakis, E. (2021). Cyber-physical interfaces in hospitality: A framework for digital hospitality experiences. Journal of Hospitality & Leisure Marketing, 30(2), 134–150.
• Lee, C., et al. (2020). Demographic factors influencing digital service adoption in hospitality. Tourism Management, 77, 104005.
• Saunders, M., et al. (2019). Research Methods for Business Students. Pearson Education.
• Venkatesh, V., et al. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
• Wibowo, H., et al. (2021). The impact of contactless payments on customer satisfaction during pandemic. Journal of Retailing and Consumer Services, 63, 102675.