In the name of ALLAH the most beneficent & the most merciful

MBA HRM Semester autumn 2011 Organizational behavior Assignment 2

Select an organization From hotel industry And observe how The management used Information technology In communication

Contents
Introduction Information technology History of Information Technology Types of software used in hotels Significance Considerations

Research Objective Scope of the Study

Research Background and Motivation Research Methods and Data Collection

Information and communications technology Practical study Swot analysis Conclusion & recommendations References

Introduction
Information technology
Information technology (IT) is the acquisition, processing, storage and dissemination of vocal, pictorial, textual and numerical information by a microelectronics-based combination of computing and telecommunications. The term in its modern sense first appeared in a 1958 article published in the Harvard Business Review, in which authors Leavitt and Whistler commented that "the new technology does not yet have a single established name. We shall call it information technology (IT). Some of the modern and emerging fields of Information technology are next generation web technologies, bioinformatics, cloud computing, global information systems, large scale knowledgebases, etc. In the early days of computer development, there was no such thing as a college degree in IT. Software development and computer programming were best left to the computer scientists and mathematical engineers, due to their complicated nature. As time passed and technology advanced, such as with the advent of the

personal computer in the 1980s and its everyday use in the home and the workplace, the world moved into the information age.

Information technology (IT) in hotel Management;

Information technology streamlines nearly every aspect of operations in the hospitality industry, from managing hotel reservations to facilitating communication between restaurant servers and chefs in the kitchen. Computer software also assists management with backend operations, from completing payroll to tracking inventory. Hotels needed also the communication called intercom in which the guest can make order through video phones in a remote room, from the counter to the room. The information technology can help manage a hotel through advertisement .It the hotel wants to be visited by many clients .They should make a website that contains the location of the hotels and what are the amenities. By doing these

tourist from all parts of the world will know the hotel. Hotels needed also the communication called intercom in which the guest can make order through video phones in a remote room, from the counter to the room. The information technology can help manage a hotel through advertisement. It the hotel wants to be visited by many clients .They should make a website that contains the location of the hotels and what are the amenities. By doing these tourist from all parts of the world will know the hotel.

If we look closely, information technology has played a key role in the revival of hotel industry in the past half decade. IT professionals and creators of hotel technology platforms are the individuals who have been playing a significant, behind-the-scene role in ensuring smooth IT operations throughout the industry. While IT professionals work from remote locations in case of many small hotels, large hotel chains normally have dedicated IT departments. The on-site IT professionals are normally on the rolls of hotel and form an integral part of the hotel staff. Most of these professionals have a hospitality management background, along with an IT qualification, thereby by making them just the right kind of people for the job. IT will continue to play a significant role in growth of hotel industry in times to come. Otology is one such web based property management system / hotel management system that many IT Managers in hotels are turning to for ensuring smoother operation of their properties.

Types of software used in hotels;

According to O*Net Online, food service managers typically use point of sale software, calendar and scheduling software, accounting software, inventory management software, and analytical or scientific software. Hotel managers use these same programs, but also use facilities management software and customer relationship software.

Significance;
Information technology in the hospitality field enables managers to digitally track every aspect of business operations and identify areas for improvement. For example, customer relationship software enables front desk employees to check guests in and acknowledge frequent guests, while point of sale software enables restaurant managers to run detailed sales reports to gauge the popularity of specials or other menu items. Implementing technology allows hotel managers to determine how well they sell rooms, the profit from each night, the cost of ancillary services and the staff needed to run the company. For franchised hotels, this information is often sent to the company's upper management for review.

Considerations;
It's easy to rely on software, but power outages, database failures and network interruptions still plague any information technology system. Hospitality managers must have a contingency plan with department-specific "emergency kits" to use when a system goes offline.

Research Objective;
The objective of this study was to examine the ways in which Information and Communication Technology (ICT) affects business processes and service delivery within hotels and how ICT interacts with strategic issues confronting Managers. The areas of examination were: 1. The business context of ICT. 2. The role of ICT in day to day operation 3. The impact of ICT on service delivery to hotel guests. 4. The role of ICT in the future.

Scope of the Study;

The study will consider ICT as a factor external to the hotel and analyses Managers perceptions of the way their internal systems should and do respond to the requirements imposed by ICT. For the

purposes of this study, the internal elements of the hotels, such as corporate culture, and operational processes, will be considered as a seamless whole which Alters in response to the presence of ICT. The impact of ICT is examined solely from one perspective, that of Managers. Although there are other stakeholders such as staff, guests, ICT suppliers, training providers and industry service providers whose views may differ, this study focuses on the impact of ICT within hotels at a strategic level. Managers were selected for the study as they are assumed to have the best broad overview of how their organizations are changing in response to the use of ICT. They are responsible for establishing the strategic direction of their properties, which form the context in which decisions about ICT are made. The marketing and competitive positioning roles of ICT will not be examined except in so far as they are part of the internal workings of each organization.

Research Background and Motivation;

To understand how ICT affects business processes and interacts with strategic issues within the hotels, this study examines how technology is perceived and conceptualized by Managers. The intention was to explore how technology fitted into the broader organization, the interaction of the technology with people, both hotel employees and guests, and how it affected the interactions between

these groups. Some writers (Namasivayam, Enz, & Siguaw, 2000) have considered technology in isolation, as part of a single function of a business or focused on the technology itself rather than how it fits into a business. There may be a tendency to see technology as a silver bullet solution rather than part of a broader picture of the tactical and strategic needs of business.

Research Methods and Data Collection;

This part outlines the research objective, and describes the sample and data collection methods. It then details the data analysis process. The aim of this research was to explore how managers use ICT in hotels for communication and the way ICT affects business processes and service delivery along with the interaction with strategic issues. In this research the impact of ICT was examined from the perspective of the hotels' General Managers. It is acknowledged that there are other stakeholders such as staff, guests, ICT suppliers, training providers and industry service providers whose views may differ; however, as the Managers have the responsibility for coordinating all functions within their hotel, they were the key informants.

Hotels in the Sector G-7/4 and Blue Area Islamabad were chosen for these interviews because, hotels in these area of Islamabad are easily available to people.

The purpose of this study was to understand how the Managers perceive technology fitting within their business. Interviews allow the interviewee to describe the world as they experience it. This is particularly important for this topic where there is limited material available in the existing literature, as is the case for this study. As this study was exploratory, it was more appropriate to allow participants to determine their answers rather than supplying them, as is the case with a questionnaire or other closed instrument. Interviews as an extension of ordinary conversation allow for interaction to achieve richness and depth of understanding. Interviews are able to change in response to the interviewees answers. As these interviews had to provide information about the ICT context as perceived by Managers at a range of sites, a structured set of questions was prepared and applied to facilitate comparisons; This

meant that a standard set of questions was used to ensure all the areas of interest were broadly covered, although these were not necessarily presented in the same order at each interview. In each interview, slightly different follow-up and probing questions, as described by Rubin and Rubin, were used to clarify the context and meaning for the interviewee.

History of Information Technology:

In relative terms, it wasn't long ago that the Information Technology department might have consisted of a single Computer Operator, who might be storing data on magnetic tape, and then putting it in a box down in the basement somewhere. The history of information technology is fascinating! Check out this history of information technology resources for information on everything from the history of IT to electronics inventions and even the top 10 IT bugs. By the early 21st century, nearly every child in the Western world, and many in other parts of the world, knew how to use a personal computer. Businesses' information technology departments have gone from using storage tapes created by a single computer operator to interconnected networks of employee workstations that store information in a server farm, often somewhere away from the main business site. Communication has advanced, from physical postal mail, to telephone fax transmissions, to nearly instantaneous digital communication through electronic mail (email)

In the 1960s and 1970s, the term information technology (IT) was a little known phrase that was used by those who worked in places like banks and hospitals to describe the processes they used to store information. With the paradigm shift to computing technology and "paperless" workplaces, information technology has come to be a household phrase. It defines an industry that uses computers, networking, software programming, and other equipment and processes to store, process, retrieve, transmit, and protect information.

The Importance of Information Technology:

In the world of globalization, Information system is such where data are collected, classified and put into process interpreting the result thereon in order to provide an integrated series of information for further communicating and analyzing. In a progressively more spirited worldwide atmosphere, Information System plays the role as 'enabler and facilitator', which endows with tactical values to the officialdom and considerable step up to the excellence of administration. 'An Information System is a particular type of work system that uses information technology to detain, put on the air, store, retrieve, manipulate or display information, thereby partisan one or more other work structure'. In totting up to taking sides assessment making, coordination and control, information systems may also help managers and workers investigate problems, envisage complex subjects and generate new merchandise or services.

Information and communications technology;

Information and communications technology or information and communication technology, usually abbreviated as ICT, is often used as an extended synonym for information technology (IT), but is usually a more general term that stresses the role of unified communications and the integration of telecommunications (telephone lines and wireless signals), computers, middleware as well as necessary software, storage- and audio-visual systems, which enable users to create, access, store, transmit, and manipulate information. In other words, ICT consists of IT as well as telecommunication, broadcast media, all types of audio and video processing and transmission and network based control and monitoring functions. The expression was first used in 1997 in a report by Dennis Stevenson to the UK government and promoted by the new National Curriculum documents for the UK in 2000.

The term ICT is now also used to refer to the merging (convergence) of audio-visual and telephone networks with computer networks through a single cabling or link system. There are large economic incentives (huge cost savings due to elimination of the telephone network) to merge the audio-visual, building management and telephone network with the computer network system using a single unified system of cabling, signal distribution and management. This in turn has spurred the growth of organizations with the term ICT in their names to indicate their specialization in the process of merging the different network systems.

Practical study

Serena hotel Islamabad

Introduction
Serena Hotels
The Serena selection of luxury resorts, safari lodges and hotels spans some of the most evocative, exotic and enchanting destinations in the world. The Serena Group comprises a collection of 32 luxury resorts, safari lodges and hotels, which are located in East Africa (Kenya, Tanzania, Rwanda, Uganda and Mozambique) and Southern Asia (Pakistan, Afghanistan and Tajikistan).

The Serena service profile guarantees unprecedented luxury, extensive amenities and unrivalled warmth of personal attention.

Serena care
We pride ourselves on the caliber of our service: but then we're very fortunate in our staff. We employ only the best; and not only do we ensure that they benefit from extensive training, health and community support, but we also believe in encouraging their full participation in both our present and our future.

Serena quality
We believe our guests deserve the best - and this extends from the vibrancy of our cuisine, to our choice of wines. We also believe in delivering optimum style of surroundings, uncompromising standards of comfort, extensive global connectivity and efficient business support. All our Serena properties are styled so as to compliment the landscape, nurture the environment and celebrate the rich tapestry of local culture.

Treasuring our heritage

Tourism is about people, and we believe in introducing our visitors to the real character of their hosts. Both East Africa and southern Asia

offer unusually complex and colorful ethic tapestries, featuring a charismatic mix of peoples ranging from the scarlet-cloaked Maasai, to the vibrant Baluch people of southeast Pakistan. This heritage is, however, fragile; and in order that it may be both preserved and nurtured for the future, we believe that the benefits of tourism must be shared with the local community.

Vision

We always endeavor To conserve rather Than exploit nature

Mission
Is to create buildings of outstanding

Ethnic design to offer the highest standards of Service and product that enables us all to deliver Level of operating standards, This will exceed the level of Guests Expectations and result in satisfactory returns To stakeholders

Awards
Serena Awards and Accolades We are proud to display the following list of travel industry awards and accolades which we have had the honor of accepting over the past three years. Virgin Holidays WORLD TRAVEL MART, LONDON Awards Best Africa Hotel, Silver Award Serena Beach Hotel & Spa

East Africas Most Respected Company Awards 2nd Most Respected Company in Uganda ,

Kampala Serena Hotel, a member of the Leading Hotels of the World 3rd Most Respected Company in Rwanda, Kigali Serena Hotel. Cond Nast Traveler MAGAZINE Annual 100 Best Hotels 9th position in Africa

Hotel Facilities
387 Rooms including Suites Limousine Airport Transfer Service Zamana Restaurant offering Continental Buffet for lunch and dinner Dawat Restaurant; a fine dining restaurant serving Pakistani cuisine with live music Two temperature controlled Swimming Pools Shopping Arcade Conference / Events Center 24-hour Business Centre Wi-Fi Access High Definition TV with International Channels

 Room service, Valet & Laundry 24-hour Doctor on Call

Information technology in communication how management is using in Serena hotel;

Serena needed also the communication called intercom in which the guest can make order through video phones in a remote room, from the counter to the room. The information technology can help manage a hotel through advertisement .It the hotel wants to be visited by many clients. Serena has a website that contains the location of the hotels and what are the amenities. By this tourist from all parts of the world know info about the hotel. Information technology has played a key role in the revival of hotel industry in the past half decade. IT professionals and creators of hotel

technology platforms are the individuals who have been playing a significant, behind-the-scene role in ensuring smooth IT operations throughout the industry. While IT professionals work from remote locations in case of many small hotels, large hotel chains normally have dedicated IT departments. The on-site IT professionals are normally on the rolls of hotel and form an integral part of the hotel staff. Most of these professionals have a hospitality management background, along with an IT qualification, thereby by making them just the right kind of people for the job. IT will continue to play a significant role in growth of hotel industry in times to come.

Strengths:
1. Serena is using valued traditional services & getting support

from modern technology. 2. Cost effective communication system like intercom and buzzer system is commonly and effectively used. 3. Room service, Valet & Laundry 4. Beautiful dcor & interior 5. Two temperature controlled Swimming Pools

Weaknesses: 1. Lack of modern ICT availability 2. only for high class 3. highly expensive

Opportunities:
1. Growing demands of hotels and hospitality industry. 2. Offers of modern technology to expand business 3. Cost effective option by reducing staff through use of [Link]

ICT 4. Innovation
5. Increase of links and affiliations

Threats: 1. Security Situation 2. Competitors 3. Inflation

4. The Government Instability 5. lack of tourism in Pakistan

Conclusion
There is growing evidence that hospitality ventures are not using information technology (IT) strategically and are not reaping benefits commensurate with the substantial sums of money being expended on IT. This lack is mostly due to the trend of staffing of less educated persons in hotel industry. Further, most of the managers deliberately ignore the importance of IT considering the traditional methods of hotel management.

ICT is not a major challenge, as none of the GMs mentioned it in reply to the question regarding major issues confronted by their business. The major challenges are the external, macroeconomic factors. Information technology can provide hospitality firms and hotels with a sustained competitive advantage, provided the technology complements operations.

Recommendation
To boost up their business hotel and hospitality industry must adopt the trend of use of emerging technology for communication and interaction with their customers and rest of the world. The application of the Internet in the traveling booking industry has attracted a great amount of attention by both industrial practitioners and academic researchers. Because the information exchanging and sharing is a key part of those business operations, where the use of the Internet provides an advantage in the related information flow. Therefore it is recommended to adopt the online systems just like EBooking, E-ticketing etc. customers.
1.

to attract much greater number of