Latest Technological Advancement - Planning Innovation - International Organization for Standardization - Management Assignment Help

Assignment Task:

Background:

In the simple term, Innovation is the new ways of doing regular things or unique combinations of the production elements (change, 2018). Innovation is the multi-stage process whereby organizations transform ideas into improved products, service or processes, in order to advance, compete and differentiate themselves successfully in their marketplace (Baregheh, 2009).In the 21st century, hoteliers are doing research and have come up with innovative product and services to draw the interest of customers and enhance their business. As the hospitality industry is a service-oriented industry hotelier needs to invent value to its customers in relation to guest room design, interpersonal services and functional services, food and beverage related services, etc. This research discusses Service Apartments compared to ordinary hotels.

This research aims to understand the importance of Innovation in Hospitality Industry. In doing so, empirical research will be conducted incorporating a self-administered questionnaire at the Meriton Serviced Apartment in Sydney. This includes investigating what kind of services and /or products can be added to improve the company. Also, it investigates employees’ acceptance of new technologies and training sessions. The research is based on the idea that service apartments can improve customers’ experiences by employing new technologies. However, this research will look at both sides of using innovation, these include the positive side and the negative side. It also looks into changes seen in the company periphery, and work culture after using new innovative products and/ or services.

The purpose of the research is, therefore, to increase the knowledge about hospitality innovation, discuss success factors in hospitality innovation, investigate how the success factors specifically relating to different hospitality performance.

Service Apartment is more similar than hotels but has extra features, facilities as compared to hotels. These are fully furnished apartment available for short-term or long term stay, providing hotel-like amenities such as room service, housekeeping, a fitness centre, a laundry room, most of them are equipped with full kitchens, Wi-Fi and in-apartment washers and dryers. Serviced apartments offer facilities much like an apartment hotel but provide more space, convenience and privacy. 

Why guest choose Apartment than Hotels?
• Generally, business travellers and explorers choose serviced apartment to a hotel when they are on their extended trip.
• A serviced apartment is an ordinary-sized studio with basically one, two or three-bedroom apartment, as to merit offering thirty to fifty per cent more space than a normal lodging. One has significantly more space to work, unwind and live. 
• On the other hand, a serviced apartment incorporates a full-sized highly equipped kitchen, facilitating to plan homemade suppers and also have the enormous facility to store cuisine and drinks in the freezer.
• Moreover, Serviced apartments consist of modern and fully furnished furniture as that of regular living arrangement likewise completely equipped with everything from pots and pans to cook to laundry baskets even with washer/dryer.
• Normal hotels are intended for shorter stays except for some extended-stay hotels. On the contrast, a serviced apartment is equipped towards stays of a month or more.
• When it comes to price, value contrasts between serviced apartments and hotels appear when the length of stay is considered. Staying in a hotel for quite a long time can be extravagantly costly, particularly with the dependence on eating out or room service as opposed to preparing your very own suppers. In this case, a serviced apartment will help you save your cost compared to the hotels, especially on long stays. The rates of the serviced apartment are 30%-50% less than typical classy hotels on an average.
• Serviced apartments may come with updated facilities like a heated swimming pool, spa, gym, laundry facilities, patio, pet facilities, etc.

Objectives:

The tactical and methodical “know-how” in justifiable economic growth of Hospitality Industry (HI) organisation is regarded as an innovation. Service innovation does not profit a HI business except if it shows current predominant service experience quality incentive in the client-driven arena (vallone&Veglio, 2014). This article intends to examine the effect of innovation on the enactment of workforces and hotel groups. 

The aim of this research is to scrutinise employees’ acknowledgement to new technological advances and guidance sessions. The research depends on the possibility that serviced apartments can improve client’ experiences by utilizing new advancements increase the organisation innovation. The successful implementation of service/product innovation and upsurge occupancy in Meriton Serviced Apartment. 

Service innovation could recuperate service offerings, evade comparable service disorders and decrease costs in HI associations. Without refilling prevailing external customer information, and HI organisation is less fit for discovering and utilising new opportunities(Nadkarni, S. and Morris, S. 2019). The research aims to encourage leaders/hotel industry players/future investigators in HI business to utilize innovation as an instrument for strategic economic development. The finding can be alluded to as persistently investigating innovative approaches to oversee and use a business’s learning resources through internal and external environment. Future scholars would further examine the prospective value of fundamental absorptive capacity procedure construct in HI innovation.  

Research problems:

1. Meriton is not seen adopting novel technologies of the 21st century. 
2. As newer technology is being initiated but the problem is that everybody is not proficient of utilizing such innovation at their work environment.
3. No doubt, innovation can change the fate of the hospitality industry, yet numerous innovative conversions are getting challenging to implement. The plans and the drive for the change can be striving, but the implementation was seriously deficient. Innovation can be;
 
a. Challenges of the management, 
b. Challenges with the organizational environment
c. Challenges within organizational hierarchical structures. 

Research questions:
1. Is Meriton not being updated with the latest technological advancement because financial resources are limited?
2. How can innovation be handy and convenient for all the employees as well as customers?
3. Simply planning innovation seems stimulating, exciting and easy-going, is the implementation and execution part as simple as expected?

Literature Review:
Innovation itself means change and introducing new thing or launching any new products in order to reduce human efforts. Human workforce replaced by man-made Robots. A robot is defined as an “actuated mechanism programmable in two or more axes with a degree of autonomy, moving within its environment, to perform intended tasks” (International Organization for Standardization, 2012: n.p.)

The term ‘innovation’ is quite different from creativity and invention (Yoo, 2016). Assembling the challenges of an unsteady and violent hospitality environment is not easy, following Darwin’s advancement hypothesis —survival of the fittest (Emma Miller, 2019). To surpass in the marketplace, hospitality businesses are reliably compelled to alter and refresh their portfolio blend to meet the changing needs and demands of their targeted market fragments. For instance, a hospitality business may think about the need to add a novel brand to its range in light of the dynamic idea of its operating environment. It is also mandatory for a hotel to construct new services to fill void hotel rooms during off-peak seasons or to hold a good association with its clients. Furthermore, a hotel or a restaurant may have arrived at the maturity phase of its life cycle may be in the stage of decline. Just by overhauling and refining the old idea may sales levels be preserved. Accordingly, successful hospitality business needs to execute advanced marketing practises, for example, the capacity to effectively develop innovations. Innovations are basic for endurance as well as for long-haul steadiness and productivity (Cooper &Edgett, 1999).

While most hotels and hospitality operations are not as automated as the Henn-na Hotel in Japan, there are increasing concerns regarding the way in which such robotics and artificial intelligence technologies will be incorporated into travel, tourism and hospitality (Ivanov et al., 2017; Murphy et al., 2017b). At present, robots are used in hotels for such tasks as checking guests in, vacuuming floors, delivering things to guests, concierge services, and other common chores. Robots are also involved in many other services in tourism and related industries, such as preparing drinks, entertaining guests, guiding guests and offering information to guests (Ivanov et al., 2017).

Although innovation is an important aspect of hospitality management, there is little published research.  Enz and Siguaw’s (2003) study shows that innovations were significantly affected by outstanding hospitality individuals, also called “best practice champions.” Such personnel were shown to have leadership qualities in general, problem-solving skills, and an ability to support and lead the project. Harrington (2004) investigated the culinary innovation process and found that foodservice firms and restaurants should establish a culture that supports innovation to create a competitive advantage. Furthermore, the study of Ottenbacher, Gnoth, and Jones (2006) finds that market-related aspects such as market attractiveness, market responsiveness, and marketing synergy are critical aspects of hospitality innovation. Employees are another aspect of innovation success in the hospitality sector. Service employees are enormously critical to the success of the organization they represent because they directly affect customers’ satisfaction (Zeithaml & Bitner, 2000). The attitudes and behaviours of hospitality employees can significantly influence customers’ perceptions of the service. Hospitality organizations must, therefore, find ways by which they can effectively manage their service employees’ attitudes and behaviours so that they can more reliably deliver high-quality services (Hartline et al., 2000). Employee management aspects such as a carefully integrated strategic human resource approach, training of employees, empowerment, and behaviour-based evaluation are the most important elements in hospitality innovations (Ottenbacher & Gnoth, 2005). However, no research in hospitality innovation has focused on whether hospitality firms should have different innovation management approaches depending on their objectives for the individual innovation projects

Methodology:

A research methodology is a process of arriving at the solution of the problems through planned and systematic dealing with the collection, analysis and interpretation of the facts and figures(Kumar, 2019). This project proposal includes the Hospitality Industry of Meriton Serviced Apartment where 15 members/staffs of the Housekeeping Department including Manager and Supervisor are taken as a sample group. Similarly, for the collection of necessary facts and figures to support this research Academia.edu and Google Scholar is considered. It incorporates the following parts:

1. ResearchType

Quantitative Research

2.Sample
A range of data will be collected from 15 staffs of Housekeeping Department including Manager and Supervisor who have been working in the organization from
more than six months period at their lunch break. They will be provided with the questionnaire and they can freely put their views. 

3. Instrument

Questionnaire

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