Qualitative Research project

Qualitative Research hotel advisory report
Grade: 9

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Preface
This report is worked out by a group, consisting out of four students, who are attending the course
Qualitative Research. Qualitative Research is a mandatory class of the Hotel Management study at Saxion
University of Applied Sciences, Apeldoorn, The Netherlands. This module assists to getting knowledge about
doing Qualitative Research and at the same time - preparing for the thesis. The research team has chosen
for a visionary client, the Butterfly Hotel in London. This report it to give recommendations to the Butterfly
Hotel on how they could attract more millennials by being a more sustainable hotel. While working on the research report, it is recognized that it is hard to combine all aspects to come to a
consistent conclusion, due to the different interviewees. The theory that has been taught during the class
helps to provide a clear overview of what has to be done. There were consultations with the teacher, in order
for the research team to ask questions. Whereas the feedback of the teacher is of a great value as well, in
order to clarify the weak and strong aspects of our report. After all, this report consists of intensive group work which could help the research team to gain further
knowledge of collecting and evaluating Qualitative Research as preparation for the thesis.
Deventer, June 2019
Summary
This is a report for the course Qualitative Research, it is a qualitative research about how to attract more
millennials by being a sustainable hotel. In the introduction, there is background information about the client
and the research and management questions, will be found. The collection of the information happens
through theoretical sources and interviews with 4 different interviewees. The core concepts millennials and
sustainability are a result of the literature review, which is also served for the creation of the interview guides.
The interview is done from four different perspectives: a male millennial who is working in the hospitality
industry in Hong Kong, a female millennial who is studying hotel management in the Netherlands, General
Manager from a Holiday Inn Hotel in Bulgaria and a Hospitality University Processor at Saxion University of
Applied Sciences, who is a professional when it comes to the subject of sustainability and has been working
with millennials for years. Moreover, these interviews gave the respondents the ability to express their thoughts, opinions and ideas,
which will be useful for the recommendation. For this purpose, interview guides of each interviewee have
been worked out in the appendices, the transcript and reflection of the interviews can be found in each
students’ individual assignments. The different perspectives show that everyone have different perspectives
when it comes to sustainability and sustainable accommodations. The male millennials show that he does a
lot when it comes to being sustainable in his daily life, as well as in the company he is working, while the
female millennials don’t do much in her daily life nor at her part-time. In addition, the General Manager of
Holiday Inn in Bulgaria provides us information about millennials preferences when it comes to looking for
accommodation and sustainability in her hotel. On the other hand, the professor of Saxion provides us more
information about sustainability worldwide, as well as in the Hospitality industry from her experiences in
different universities and countries and her experiences with millennials, in order to gain more insight how
millennials behave when it comes to sustainability. Afterwards, the information of the interview is worked out and combined in the results chapter, in order to
come to an overall conclusion and give recommendation to the Butterfly Hotel. It was discovered that there
were some differences, when it comes to the respondents’ different perspectives and, therefore, the
conclusion and recommendation were formulated based on this information. Which means that the
conclusion and recommendation might differs when the research team choose for different interviewees. At
the end of the report the validity and reliability of this report have been discussed, as well. After all, this report gives a deep insight into millennials needs, wants and preferences when it comes to
accommodations and information about sustainability worldwide and in the Hospitality Industry from
different perspectives. To conclude, the Butterfly Hotel should understand the perceptions of the millennials accordingly and
consider the importance of sustainability, as most of the millennials are striving for sustainability
development. Table of Contents
Preface ............................................................................................................................................................ 2
Summary ......................................................................................................................................................... 3
Chapter 1: Introduction................................................................................................................................... 6
Background information: client and research case ..................................................................................... 6
Research objective ...................................................................................................................................... 6
Research questions ..................................................................................................................................... 6
Chapter 2: Theoretical framework .................................................................................................................. 7
Reading guide ............................................................................................................................................. 7
Literature review ......................................................................................................................................... 7
Research question and sub-questions: ..................................................................................................... 11
Chapter 3: Research methods ....................................................................................................................... 16
Case study design ..................................................................................................................................... 16
Data collection .......................................................................................................................................... 17
Data collection methods ........................................................................................................................... 17
Data sources ............................................................................................................................................. 19
Introduction to interview guides ............................................................................................................... 21
Chapter 4: Results ......................................................................................................................................... 23
Types of codes .......................................................................................................................................... 23
Code trees ................................................................................................................................................. 23
Axial coding table ..................................................................................................................................... 23
Summaries ................................................................................................................................................ 26
Structuring ................................................................................................................................................ 35
Chapter 5: Conclusion .................................................................................................................................. 39
Chapter 6: Recommendations ....................................................................................................................... 41
Chapter 7: Discussion of validity and reliability ............................................................................................ 43
Reference list ................................................................................................................................................ 46
Appendix I - AAOCC Criteria ........................................................................................................................ 48
Appendix II - Interview guide (Millennials Dutch & Chinese) ........................................................................ 50