The focus of this project is on improving the resilience of hospitality Small and Medium Enterprises (SMEs) by enabling them to take advantage of digitalization tools and data analytics in particular. Hospitality SMEs play an important role in their local community but are vulnerable to shifts in demand. Due to a lack of resources (time, finance, and sometimes knowledge), they do not have sufficient access to data analytics tools that are typically available to larger organizations. The purpose of this project is therefore to develop a prototype infrastructure or ecosystem showcasing how Dutch hospitality SMEs can develop their data analytic capability in such a way that they increase their resilience to shifts in demand. The one year exploration period will be used to assess the feasibility of such an infrastructure and will address technological aspects (e.g. kind of technological platform), process aspects (e.g. prerequisites for collaboration such as confidentiality and safety of data), knowledge aspects (e.g. what knowledge of data analytics do SMEs need and through what medium), and organizational aspects (what kind of cooperation form is necessary and how should it be financed).
Societal issue
In the Netherlands, hospitality SMEs such as hotels play an important role in local communities, providing employment opportunities, supporting financially or otherwise local social activities and sports teams (Panteia, 2023). Nevertheless, due to their high fixed cost / low variable business model, hospitality SMEs are vulnerable to shifts in consumer demand (Kokkinou, Mitas, et al., 2023; Koninklijke Horeca Nederland, 2023). This risk could be partially mitigated by using data analytics, to gain visibility over demand, and make data-driven decisions regarding allocation of marketing resources, pricing, procurement, etc…. However, this requires investments in technology, processes, and training that are oftentimes (financially) inaccessible to these small SMEs.
Benefit for society
The proposed study touches upon several key enabling technologies First, key enabling technology participation and co-creation lies at the center of this proposal. The premise is that regional hospitality SMEs can achieve more by combining their knowledge and resources.
The proposed project therefore aims to give diverse stakeholders the means and opportunity to collaborate, learn from each other, and work together on a prototype collaboration. The proposed study thereby also contributes to developing knowledge with and for entrepreneurs and to digitalization of the tourism and hospitality sector.
Collaborative partners
HZ University of Applied Sciences, Hotel Hulst, Hotel/Restaurant de Belgische Loodsensociëteit, Hotel Zilt, DM Hotels, Hotel Charley's, Juyo Analytics, Impuls Zeeland.
Hospitality organizations are particularly vulnerable to changes in demand caused by disruptive events such as natural catastrophes, geopolitical events, and pandemic diseases. Nevertheless, the development of organizational resilience by hospitality organizations has remained under-explored. The ongoing digitalization trend provides a unique opportunity for hospitality organizations to combine the adoption of digitalization tools with the development of data analytic capability as a way to anticipate disruptive events and mitigate their impact on operations and performance. Through a cross-sectional survey design and using Partial Least Square Structural Equation Modeling, the present study demonstrates that hospitality organizations can improve their organizational resilience by developing data analytic capability. This can be achieved by (1) investing in the digital tools and IT infrastructure that allows them to sense their environment and (2) adapting their organizational infrastructure to quickly be able to use this information in decision-making. A limitation of the study lies in the use of cross-sectional data which limits temporal causality inferences.
Hospitality organizations are particularly vulnerable to changes in demand caused by disruptive events such as natural catastrophes, geopolitical events, and pandemic diseases. Nevertheless, the development of organizational resilience by hospitality organizations has remained under-explored. The ongoing digitalization trend provides a unique opportunity for hospitality organizations to combine the adoption of digitalization tools with the development of data analytic capability as a way to anticipate disruptive events and mitigate their impact on operations and performance. Through a cross-sectional survey design and using Partial Least Square Structural Equation Modeling, the present study demonstrates that hospitality organizations can improve their organizational resilience by developing data analytic capability. This can be achieved by (1) investing in the digital tools and IT infrastructure that allows them to sense their environment and (2) adapting their organizational infrastructure to quickly be able to use this information in decision-making. A limitation of the study lies in the use of cross-sectional data which limits temporal causality inferences.
Ongoing
Not known
