Role of Branding on Hotel Culture and its Effects on Orientation and Coaching Process in the Hotel Industry, Empirical Study of Five Star Hotel in Northern Cyprus.
Dissertation-Chapter 1 Conclusion and Recommendation
Conclusion
The study has investigated the role of branding in the hotel culture in which it has been investigated whether branding affects the culture inside of the hotel. Five-star hotels in Northern Cyprus have been taken as a sample in this study. Furthermore, the role of hotel culture has been taken as intermediating because further its role has been investigated and explored in terms of its effect on orientation and coaching processes prevalent in these hotels. In the result of a literature review of these variables, hypotheses have been developed and then those hypotheses have been tested using different tests. The conceptual model has been developed in which mainly three variables have been included, i.e., independent variable, dependent variable, and intermediating variable. Branding has been taken independent variables which are affecting on the dependent variables of orientation and coaching through the intermediating variables of hotel culture. A total of seven hypotheses have been developed to study the relationship between branding and hotel culture, and then hypotheses have been developed to examine the relationship between hotel culture and orientation and hotel culture and coaching. It is further noted in the conceptual model that coaching leads to affecting branding in return. Thus, the study finds that this conceptual model ends to affect the branding of five-star hotels under study.
This conclusion part of the research has considered all hypotheses for discussion so that the relationship between the variables can be provided herein summated form. There are seven hypotheses used in this study and each relationship in the model; any hypothesis is linked. The first three hypotheses are related to the relationship between branding and hotel culture. These three hypotheses have aspects related to these two variables. It has been examined whether there is a relationship between branding and hotel culture. It has been examined whether branding has a relationship with employee orientation. Moreover, it has been hypothesized whether there is a relationship between branding and employee coaching. Second and three hypotheses have sought the relationship through the intermediating variable of hotel culture.
One hypothesis has been developed for the relationship between hotel culture and employee orientation as the relationship between the variables of hotel culture, and employee orientation has been examined. The fifth hypothesis has been developed to find the relationship between hotel culture and coaching. It shows that the relationship of branding with employee orientation and employee coaching would happen through the relationship of hotel culture with employee orientation and employee coaching.
Moreover, it has been examined whether orientation and coaching have a relationship with the variable of branding. There must be a relationship because branding has been studied in light of its impact on five-star hotels. Coaching and orientation of employees should affect the branding of the hotel, and it has been noted whether there is any relationship with these variables. The reflection and description of this conceptual model highlight that the conceptual model is well integrated. Now, each hypothesis is going to be discussed in this conclusion as concluding words.
Hypothesis (1) predicted that there is a relationship of branding on hotel culture. The study has found that this hypothesis has been accepted because there is a positive and significant relationship between branding and hotel culture. There are valid studies as well in the literature review which have confirmed that there is a positive and significant relationship between variables in hypotheses 1 and 2. Branding and hotel culture have been in a relationship with each other in other studies as well.
So far as a hypothesis (2) and hypothesis (3) are concerned, it is found that there is a positive and significant relationship between branding and employee coaching and a positive and significant relationship between branding and employee orientation. Thus, the study has found that both of these hypotheses have also been supported empirically. There are studies which have established this link as well where branding has been linked with employee coaching and orientation. This positive and significant relationship has been proved in empirical studies as well.
In the hypothesis (5) and hypothesis (6), it has been predicted that hotel culture has a relationship with employee orientation and employee coaching. It is found that these two hypotheses have been tested successfully that there is a positive and significant relationship between hotel culture and employee orientation as well as there is positive and significant relationship found between hotel culture and employee coaching. Both of these hypotheses have been tested and accepted empirically. The acceptance of hypotheses 6 and 8 has been backed by research studies, and it shows that the results of this study are aligned with previous research studies on the topic.
So far as a hypothesis (7) is concerned, it predicts that the relationship of hotel culture moderates between branding and coaching. Hotel culture is predicted to be moderating between orientations and coaching as these dependent variables are going to have a relationship with branding. It has been estimated first in this research that branding and each of variables of coaching and orientation will be having indirect effects and it has been recommended in the research works of Nitzl et al., (2016) and Preacher and Hayes (2008). However, this hypothesis has also been supported empirically that there is strong empirical support as the hotel culture mediates the relationship between branding and coaching. These studies have been given as an example. They show that all relationships to be established and studies in the conceptual model have been proved by research studies in the past. It does not mean that this research has not added to literature and practice; therefore, following theoretical and practical implications has been an offer to show the contribution of this research in theory and practice.
Theoretical and Practical Implications:
The study has been conducted on variables which are very effective and guarantee the critical success of the hotel industry. Five-star hotels are hotels which are ready to offer all the services which are demanded by their client. Moreover, they keep an eye on the expected demand from the client as they cannot compromise on quality. In this context, this research has theoretical and practical implications. These implications indicate that the findings of this research are applicable in practice to five-star hotels. It is also noted that theoretical studies would also enrich through the findings of this study. These implications are going to be presented in the following.
Theoretical Implications:
Theoretical implications of this research are very obvious that this research has taken the topic and has developed a model which is interconnected with the variable of the study. Relationship between the variables has been sought, and each variable has been studied in connection with another variable. In this way, the study has added to the theoretical framework very much. In connection with the literature on branding and the culture of a hotel, this study has contributed extensively. There have been few studied on the selected topic although there has been research on these variables. The study of branding with the relationship of hotel culture has deep theoretical importance. The culture of a five-star hotel has been studied, and this important element of the hotel has been connected with branding. It is a very useful area for five-star hotels which are usually considered to be a brand. A five-star hotel draws customers because of its brand value because five-star hotels are remembered among customers.
Moreover, the hotel culture has been taken as an intermediating variable in this study which enhances its importance very much. The variables of employee orientation and employee coaching have been studied about branding. Studying these variables and relationships has further enhanced the importance of the theoretical framework and the literature value of this present study. There are very few studies on the relationship between branding and employee orientation and coaching. These dependent variables have been studied, and existing literature has got much contribution from this study as it has related employee orientation and employee coaching with branding through hotel culture. Thus, this study has connected the human resource aspect and organizational culture aspect in one conceptual model. Moreover, the study has been conducted in the context of five-star hotels which means that there is no scarcity of resources with these hotels. It is usually said that resources are always scarce, but this scarcity in five-star hotels is only under the economic view of scarcity. Therefore, the hotel industry can apply the findings of the study. Moreover, it has added to the theoretical work on studies in the North Cyprus context. To be more specific, practical implications are going to be presented in the following.
Practical Implications:
The study has many practical implications, and they are related to the five-star hotel industry of North Cyprus. Five Star Hotel industries can find how it can ensure its branding of the business, and it can come up to the expectations of its clients. It has been assumed, and it is a reality as well, that every five-star hotel is a brand. It has to ensure its branding value, and in so doing, it can consult with this study. The topic of branding has been emphasized and discussed in this research in detail. However, five-star hotels can achieve branding by focusing on their organizational culture and employees. Culture and employees are already in their hand; therefore, this study also guides them. The research study is guided, and it has given the industry a path to walk. Moreover, it has been conducted specifically to North Cyprus which means that five-star hotels of this geographical region would get practical benefit from this research.
Practical implications are linked with each variable used in the study. The study has found a relationship between branding and hotel culture. Therefore, the hotel industry has got the knowledge that it can achieve the target of branding by focusing on its organizational culture. The culture of an organization cannot be discussed without the consideration and description of employees. Employees should be focused and given importance, and in so doing, their development and training is an important aspect which has been offered as a way to focus on branding in this research. The hotel industry can focus on orientation and coaching of their employees so that their organizational culture gets better. On the other hand, steps can be taken to strengthen the organizational culture to affect employee coaching and orientation practices. Therefore, employees should focus in five-star hotels. This research has provided evidence to get the desired results by focusing on employees. This study has presented a way forward, and the concept of branding has been viewed through the lens of human resources. In five-star hotel industries, the importance of human resources is great because it is a service-oriented industry.
Recommendations:
The study recommends that five-star hotels should focus on branding and in so doing; they should focus on their employees. Coaching and giving them orientation are two of the ways through which employees can contribute to the organizational culture. Such organizational culture with contribution from employees may help these hotels to ensure the branding of their business. The research recommends that developing countries should focus on five-star hotels because they have a fundamental place in the infrastructure of tourism. The research has presented a model for hotels to brand themselves and it can be done with the help of their employees. Focus on employees is very critical in service-based industries and the hotel industry is a notable service industry.
The research recommends conducting more studies and research in the areas of branding of five-star hotels, and there is a need for such studies in developing countries. Developing countries can progress by working on these lines, and such studies would add to the sustainability of the hotel and hospitality industry. Moreover, it is recommended that future research directions are followed, and future research is conducted in these areas of limitation. These recommendations have been presented in light of this study, but more insights into the field can be possible as a result of future research on it.
Research Limitations and Future Research Direction:
Research limitations of this present research study are numerous, and they are going to be discussed in the following. The study has used statistical methods, and it is obvious that it has employed all possible statistical analysis. Therefore, it is a limitation of the study that it has used only available or considered statistical tests. In so doing, more application of other statistical methods may give more and new results in response to variables selected for the study. More tests should be applied, but they should be in line with study purpose and objectives.
Another limitation is that the study has focused on hotel culture in shaping branding while branding is a marketing concept. It is good to attempt research that it has studied marketing terminology with human resources terminology, but at the same time, it might be more useful and effective if marketing concept is also used or referred.
Another limitation is that the study has taken only two variables to have an effect on branding with hotel culture as an intermediating variable. Only employee orientation and employee coaching have been studied while more related variables, especially mentoring, could have been used. Mentoring is a more applicable concept to the practical world because it enables an employee to learn while he is on the workplace. It is a more economical and useful concept. However, these limitations should not be taken as demerits or deficiencies of research, but these are areas which have not been emphasized, and future research could take these areas for further study. Moreover, the study has been conducted in North Cyprus which is a small country and findings of the study may be regarded specific to this country only.
Future research directions should be taken from these limitations of the study. Future research should take a holistic approach to study branding in five-star hotels. The importance of human resources is beyond doubt, but other disciplines like marketing should also be taken into consideration in future studies. Future research studies should not be stuck in limited topics or concepts, but they should consider the viability of findings from their research. The intention or purpose of future research studies should be to make the hotel industry competitive. This study has been conducted in North Cyprus which is a developing country with a small land area. Future studies should concentrate on emerging economies as well and results from other studies on developing, or emerging economies would make the research more effective and viable.
