This discussion focuses on Emporium Hotel South Bank to investigate the facilities and services offered by the organization their consumers by analysing the collected qualitative data.
The primary aim to conduct this analysis is to identify the gaps present in the services and facilities of Emporium Hotel South Bank to enhance its facilities to serve better to their consumers. Followed by detailed analysis of the hotel and its infrastructure it is identified that there are several factors associated with this hotel that holds a significant impact on its performance as well as productivity (ATSIZ 2021). Thus, it is important to ensure proper identification of issues experienced by the hotel alongside strategizing best action plans to improve the identified aspects.
In this highly technological era, it is important to have an online platform for every organization to gain a competitive edge over the other players in the same industry. Keeping this consideration in mind it is also determined that online positive review and popularity holds a significant impact on the performance and revenue of the organization (Mou et al., 2019). To support this statement, it can be stated that in the upsurging situation of social media usage it can be stated that viewers visit the website and online platforms of the hotels to determine their pros and cons before selecting their preferred accommodation (Book, Gatling & Kim 2019). Based on this identification it can be stated that handling an online complaint is one of the important aspects that need to be addressed with appropriate strategies to ensure that there is no negative publicity present that could harm the performance as well as the reputation of the organization.
In this research, the emporium hotel South Bank has been employed for the evaluation which is nothing bad one of the popular hotels situated in Brisbane which has been founded during the 2000s. Followed by a detailed analysis of this organization it is identified that the nominated hotel has experienced a significant upsurge in its services throughout the operating year that offers fine dining experiences, accommodation as well as bar services to its consumers (Our Story | Emporium Hotel South Bank. (2022). The current operating model is being active since the year 2018. However, from studies, it is determined that this organization requires several alternations as there are numerous negative reviews identified on online platforms.
According to the research in the academic research field selection of appropriate research, the methodology is one of the important aspects that needs to be addressed with the aim to obtain better research results (Abisuga, Wang & Sunindijo 2020). Followed by a detailed analysis of this aspect it is determined that there are primarily two types of research methods that include qualitative research method and quantitative research method (De Block & Vis 2019). As per the study, a qualitative research method stands for the collection of open-ended answers to open-ended questions which represent formal as well as informal answers from the participants. In addition, this quantitative research method stands for the collection of statistical data that is presented in numerical standards (De Block & Vis 2019).
Considering the fact that this research mainly aims to determine the negative and positive reviews present on online platforms regarding the services and facilities of Emporium Hotel South Bank it is decided to use the qualitative research method. This is to mention that the adoption of quantitative research allows the researcher to collect statistical data where only percentages and statistics from the data can be obtained those can be represented using charts and diagrams (Agag, & Eid 2020). While analyzing the suitability of this research method with the nominated investigation it can be stated that one detective technique applied in this research can lead to a significant misleading result if it is not attempted appropriately (Yusoff et al., 2020). Alongside this it can be stated that the collection of reviews from consumers needs to focus on their feelings of consumers however with the quantitative research method there is a lack of chance to collect feelings from the participants through the collection of quantitative data (Chiang 2020).
Based on these determinations it is decided to opt for collecting qualitative data that has several advantages to support the desired outcome of this research. Considering the fact that understanding consumer behavior requires a better understanding of their attitude and interests (Joseph & Varghese 2019). To address this requirement, it can be stated that the use of qualitative research data offers the maximum potential to understand the attitudes of the consumers with open-ended answers, it helps to generate content, as compared to quantitative research it is cost-effective as well as it empowers the researcher to be creative without applying any external forces or bias.
In order to conduct the research on these people, 50 feedbacks have been collected from the consumers of emporium hotel South Bank. This is to mention that in order to analyse the qualitative data open-ended feedback from the consumers of the nominated hospitality industry has been collected with the aim to understand their interests and behaviours towards the organization.
In order to analyze the qualitative data in this research thematic analysis approach has been employed which is nothing but one of the innovative approaches to analyzing qualitative data with the aim to identify specific themes and patterns hidden behind the qualitative data that are useful in generating reliable and valid findings of the research. In order to support the investigation in this paper, the analysis has been conducted by segregating the positive and negative reviews from the feedback collected (Chiang 2018). Furthermore, those feedbacks are categorized into specific themes which include staff friendliness, hotel facility, great consumer experience, great food, great accommodation, poorly organized amenities, unhygienic atmosphere as well as inappropriate installation of electronic types of equipment. The feedback collected from the consumers is evaluated in relation to the above-mentioned themes which include both positive and negative characteristics of the hotel (Wood, Eid & Agag 2021).
Followed by analyzing the collected qualitative data using a thematic analysis approach it is identified that the collected data consists of both negative and positive feedback which indicates several categories of benefits and limitations associated with the services of the selected hotel (Hole & Snehal 2019). Based on this identification it is determined that the evaluation of the data presents positive and negative reviews associated with the services in which the positive comments include friendly staff, higher expectations, improved facility, polite nature of the staff, delivery of quality products as well as beautiful amenities and facilities offered by the infrastructure of the hotel that has enhanced consumer experience (Sarwar et al., 2020). As stated by participant 1 that “I had such high expectations for this hotel. The lobby is beautiful as are the concierge and front desk staff. The rooftop bar has a spectacular view. However, quite sadly, the amenities in the room we are lacking. It’s simple things, such as a toothbrush. It was also rather disappointing that there was only one tissue left in the tissue box. I hotel of this caliber needs to do better. I won’t be returning and would prefer to stay at the W again. The latter hotel far exceeds expectations for about the same money”. This feedback can be considered one of the positive feedback items collected. Whereas there are several limitations as well which include poor management of hotel hygiene, lack of organization in waste management, poor food as well an inappropriate refund policy. The feedback “I really wanted to love this place after staying initially years ago at the previous property, it seems they got bigger and think they’re better? The concierge and Reception are nice enough but they seem uninterested and don’t make eye contact in the lobby. Southbank strange people coming in and out of the lobby with the McDonald’s just next door, not really 5 stars. Service at the rooftop bar wasn’t what I was expecting, reception and manager didn’t do much with feedback but won’t be rushing back to stay. I really feel they’ve lost their touch. Maybe bought out with different owners but not what it once was.” can be considered as negative feedback collected from participant 10. Based on this identification it is observed that there are repeated comments collected from the feedback which has been grouped into several categories that are listed in the section below:
The below table consists of the positive and negative capabilities of the hotel identified from qualitative data analysis:
|
Positive |
|
Wonderful rooftop, great facility |
|
Great Bar |
|
Great Experience and friendly staff |
|
Professional service |
|
Amazing views, clean view and incredible service |
|
Cooking facility, clean facility and great staff. |
|
Excellent accommodation and great check in. |
|
Friendly staff and great accommodation. |
|
Great Amenities and great staff. |
|
Great food and services |
|
Great Menu |
|
Great Rooftop |
|
Great Staff |
|
Great Staff, great room and professional experience |
|
high standard staff, better facility |
|
Luxurious and friendly staff |
|
Nice room, great staff. |
|
Great ambiance and great staff. |
|
Fantastic Experience |
|
Beautiful lobby, friendly staff, high expectation |
|
Better quality services |
|
Great facility and better staff service |
|
Friendly staff, beautify room. |
|
Great interior design and great cocktails |
|
Comfortable and friendly staff, great food |
|
Beautiful apartment, friendly staff, cost effective and great facility. |
|
better facility, no pet policy and quality product. |
|
Comfortable |
|
Comfortable and spacious |
|
Delicious menu, friendly staff, lovely meal. |
|
Excellent and great staff |
|
Friendly Staff |
|
Friendly Staff |
|
Friendly staff |
|
Friendly Staff |
|
Friendly staff |
|
Friendly Staff |
|
Friendly Staff |
|
Friendly Staff |
|
Friendly Staff |
|
Friendly staff and delicious menu. |
|
Friendly Staff and great housekeeping |
|
Friendly Staff and sensitive environment. |
|
Friendly staffs, amazing bar and pool, helpful staff and hotel facility. |
|
Great amenities |
|
Great Atmosphere |
|
Great customer service, best reviews and good care of goods. |
|
Great Facilities |
|
Great Facility, nice facility and friendly staff. |
|
Great Facility, technology |
|
Great food and great staff |
|
great housekeeping |
|
Great Location, great amenities and great rooms. Professional and Friendly staff |
|
Great parking |
|
Great rooftop pool facility. |
|
Great room facility |
|
Great staff |
|
Great stay and friendly staff. |
|
Hotel facility, friendly staff and open space. |
|
Luxury |
|
Parking available |
|
Staff Facility |
|
Valet Parking and great facility |
|
Negative |
|
Bad Taste. |
|
Cheap food. |
|
Expenses |
|
Expensive |
|
Lack of hotel service management. |
|
Loud music. |
|
Need cocktails. |
|
No Refund |
|
No tissue box, poor hotel facility |
|
Nothing |
|
Nothing mentioned |
|
Nothing such |
|
Nothing such |
|
Nothing. |
|
Poor bar facility |
|
Poor breakfast |
|
Poor elevator and poor installation of LED light. |
|
Poor hospitality management. |
|
Poor hotel service |
|
Poor Service |
|
Poorly organized amenities. |
|
Unfriendly check in. |
|
Unhygienic |
|
Unhygienic |
It is determined from the above analysis that the identified themes include staff friendliness, hotel facility, great consumer experience, great food, great accommodation, poorly organized amenities, unhygienic atmosphere as well as inappropriate installation of electronic types of equipment (Schuckert et al., 2019). From the above interpretation of three major themes are selected and described in the section below: –
From the findings of the data, it is identified that there are most of the participants have presented that the nominated hotel has one of the biggest facilities with a friendly staff that supports their organizational vision to deliver the best quality services to their consumers with maximum professionalism and accuracy (Kaushal & Srivastava 2021). From this aspect, it can be stated that the consumers of the nominated hotel are experiencing good due to this capability of the hospitality industry that needs to be maintained and improved to obtain better consumers as well as to gain better recognition on online platforms.
Followed by a detailed analysis of the theories it can be stated that consumer experience is one of the important aspects present in business success which needs to be addressed with appropriate strategies to obtain the desired goal (Minner & Abbott 2018). Hence from this evaluation, it can be stated that maintenance of a great consumer experience is one of the important factors which requires the elimination of negative aspects associated with this organization.
Apart from the above-mentioned benefits, it is determined that there are several poorly organized facilities present in the nominated hospitality infrastructure which includes loud music, inappropriate management of wastage as well as the absence of attendance sometimes. In addition to this it can be stated that there are many consumers that has expresses their dissatisfaction towards the hotel services as it includes poor staff behaviour and improper management of staffs (Úbeda-García et al., 2021).
To support the above stated claims in the below section few relevant responses of the participants are mentioned: –
Participant 1 – “I had such high expectations for this hotel. The lobby is beautiful as are the concierge and front desk staff. The rooftop bar has a spectacular view. However, quite sadly, the amenities in the room we are lacking. It’s the simple things, such as a toothbrush. It was also rather disappointing that there was only one tissue left in the tissue box. I hotel of this calibre, needs to do better. I won’t be returning and would prefer to stay at the W again. The latter hotel far exceeds expectations for about the same money”.
Participant 3- “We stayed for 2 nights with my partner over the long weekend to celebrate our anniversary. I rarely leave feedback but all I can say that we had an amazing experience. From the moment we arrived at the hotel we felt very welcomed by your courteous and very friendly staff Nelson!!! He introduced himself to us and offered us assistance in recommending best restaurants to dine for our special night. He’s incredible!!! The rooms, interiors, your rooftop bar and pool are amazing!!! The service that we received from the staffs was beyond belief, we felt like VIP’s even we are not. From the moment we are about to leave, your Concierge staffs were so helpful, they offered us some bottled waters and also got surprised that our bags were already in the car ready for us. We will definitely come back and recommend this to our friends. To all of the staffs in Emporium Hotel who made our stay wonderful and especially Nelson, thank you so much and we’ll definitely see you again next time. -Sean and Kara”.
Participant 35- “Unfortunately the hotel seems to prioritise visitors to the rooftop bar more than paying hotel guests. We did not feel welcome at all. The room wasn’t even cleaned during the day. Would never go back.”
From the above analysis, it can be stated that the findings support the literature review as it presents the key factors associated with the hospitality industry to promote consumer experience. In this analysis it is determined that effective staff management, food, and hospitality enhancement improves the reputation of the organization whereas, unhygienic practices may lead to negative feedback as well (Myo, Khalifa & Aye 2019).
Followings are the recommendation to improve the existing operations of the Emporium Hotel South Bank: –
Conclusion:
After completion of this paper, it can be stated that within the business infrastructure of Emporium Hotel South Bank staff management, hospitality management and best quality food are the key factors that have promoted the success of the business. However, to obtain better revenue and recognition it is required to focus on their employee training on hygienic practices to ensure a clean and hygienic hospitality environment, better analysis of the infrastructure to alter the electric equipment installation, focusing on enhancing the food quality as well as the betterment of the customer care management operations.
This research will help to improve the current operations of Emporium Hotel South Bank however limited dataset might impact the long-term vision of the organization.
Reference:
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