Business Research Proposal

1

Business Research Proposal

Table of Contents

Table of contents………………………………………………………………1

Proposal title…………………………………………………………………...3

Thesis statement………………………………………………………………..3

Introduction…………………………………………………………………….3

Aim and objectives…………………………………………………………….4

Aim………………………………………………………………………4

Objectives...... …...4

Literature review……………………………………………………………….5

The concept of Disneyland park in Paris………………………………...5

Disneyland park in Paris as an important tourist destination…………....5

The anticipated benefits of opening a luxury restaurant in

DisneylandPark in Paris………………………………………………...7

Summary………………………………………………………………...7

Research methodology……………………………………………………..…..8

Qualitative and Quantitative data…………………………………..…..9

Data collection……………………………………………………..…...9

Data analysis ……………………………...... 10

Reliability and validity………………………………………………………….11

Gantt chart………………………………………………………………………11

References………………………………………………………………………12

Table of figures

Table 1: Data collection process……………………………………………..10

Table 2: Gantt chart…………………………………………………………..11

Proposal Title

The EurodisneyPark: Paris most attractive hospitality investment designation.

Thesis Statement

The EurodisneyPark in Paris is one of the worlds most attractive and successful designation in the hospitality sector due to many visitors who tour the place every year. This necessitates the exploration of the investment opportunity in a luxury restaurant whose demand is always high throughout the year.

Introduction

The hospitality industry is one of the main service sectors around the world and contributing greatly to the world economy. The hospitality industry usually encompasses extensive variety of industries which involve services delivery. These industries includetourism, hotels and food services (Spang, 2000). However restaurants also form an important part of the industry whereby they are involved in the preparation and serving drinks, desserts and food to customers. Moreover, most of the luxury restaurants vary so much in offerings services models and main chef’s cuisines(Switzer, 2007).

This study is intended to explore the issues of how knowledge in hospitality is created in the generic theory context. It specifically demonstrates how concepts evolution as well as underpinning theory may not be possibly matched by hospitality field empirical studies. This phenomenon is illustrated and demonstrated mainly by considering the entry-mode choice theory which was developed in order to understand internationalism and market entry. The theory has frequently been applied in setting up of international and luxury restaurants (Trochim,2006). Hence, instead of simply reporting of setting up of a luxury restaurant at Eurodisney park in Paris, the study also explores other major issues of concern linking between the generic theory and hospitality research, thus this restaurant development opportunity study is to be used to draw conclusions about the relevance of setting up a luxury restaurant in Eurodisney Park and not any other place as well as considering a range of research topics which are hospitality related. However, in order to determine an investment opportunity there is need to conduct thorough research to determine the market dynamics and the customers’ needs, tastes and preferences (Turabian, 1955).

Aim and objectives

Aim

To investigate the possible opportunity of opening a luxury restaurant in the Eurodisney Park in Paris as well as how this opportunity can be effectively explored.

Objectives

Evaluating the strategies to be exploited in exploring for a specific opportunity of investing in a luxury restaurant at EuroDisneylandParkin Paris.

Analyze the market dynamics which are supposed to be considered before investing in order to reflect the competitiveness and position of the luxury restaurant.

Assessing whether the market potential, mixing as well as market prices are effective and also sustainable to enable customer satisfaction.

Literature review

The concept of Disneyland park in Paris

DisneylandPark is a theme park which is usually located at Disneyland in Paris which is a resort complex which is found outside the Paris city. The first two parks which were built at the resort opened as Euro Disneyland in the year 1992 April. The park was operated by the Euro Disney S.C.A which is a French company whereas the Designing and building of the park was done by the Walt Disney(Carr, n.d).The park’s layout and attractiveness resembles that of the Disney land found in Anaheim; California as well as that of MagicKingdom found in Orlando, Florida. DisneylandPark occupies 140 acres and it’s the largest in the world. Disneyland park is the most visited theme park in the country of France as well as Europe as a whole, whereas it is the fourth theme park which is most visited in the world.

DisneylandPark in Paris as an important tourist destination

However, Disneyland in Paris provides one of the greatest family vacations, whereby it is also easily accessible from the Paris city. Moreover, Disneyland is the top visitor’s destination in Europe whereby it features two main theme parks which include the WaltDisneyPark and DisneylandPark. Located approximately 32 kilometers outside of Paris city it is also around one-fifth when it size is compared to that of Paris itself. The DisneylandParkhas also been visited by millions of people since it was opened early 1990s(Carr, n.d).This is mainly because of its attractiveness and uniquenesswhereby many people enjoy for vacation there. Thus, they usually come from the detailed attention which is involved in recreating a fantasy world. The park is predominantly geared towards children and families whereas there are also plenty of attractions capable of enchanting the older visitors to the park. Comprising of three parks, vacations in Disneyland Paris always offer several enchanting attractions(Carr, n.d). Thus, the main Disneyland Paris park is usually the fantasy theme park which offers best rides, entertainment and attractions in Europe, the Disney village consists of array of restaurants and stores to explore, whereas the fascinating offers of the Disney studio park gives an insight into the process of movie making, whereby they all sparkle with the Disney magic (Lieberman and Nissen, 2006).

Also the foods and drinks are greatly subsidized in Disneyland Paris Resort, whereas there is an array of restaurants which are expensive, thus they range from fast foods which are simple to gourmet cuisine. Also in case a visitor chooses to get accommodation at the Disneyland Paris hotels the breakfast is mainly included in the price packages (Velikovsky, 1982). Hence setting up a luxury restaurant at the Disneyland Paris which involve, first doing an extensive research on the price and making sure you offer the best price as well as services which will intern lead to attraction of more customers.

The prices should also be comparable to the most affordable prices of the McDonalds restaurants which is one of the relatively affordable and pocket friendly restaurants to the visitors. There is also need to compare the foods and drinks price in majority of the restaurants at the Disneyland Paris theme park to the prices in other theme parks which include the le pavilion Francais in Epcot by Paul Bocuse. Thus, the latter seems more pocket friendly compared to the former and the reason may be due to the comparison of the number of visitors who usually go to both of the theme parks(Lieberman and Nissen, 2006). Since Disneyland Paris theme park experiences a great number of visitors then the prices of foods and drinks are expected to be more expensive compared to the other park. Hence in our case, our prices should be compared with those of other restaurants in the Disneyland Paris theme park.

The anticipated benefits of opening a luxury restaurant in Disneyland Park in Paris

Investing in the hospitality industry is always a smart choice. This is because vacation and business travels are always constant throughout the year, so the demand for food, drinks and accommodation becomes a necessity(Carr, n.d). Thus, once there are readily available consumers, then there is need for investors. Restaurants and hotels are a combination of businesses and real estate, whereby the investors receive multiply sourced returns (Lieberman and Nissen, 2006). The restaurants, retail shops and coffee shops are included in the investment and they all generate income. Also because every traveler is always different from the other, then the hotels cater and vary to different tastes. Thus, in the hospitality industry the investor always has a wealth of possibilities from which to consider. The restaurant would also lead to creation of job opportunities which in turn will lead to the financial stability of many families.

Summary

There is need to include a proper marketing mix which involves marketing and prices charged in order to attract more customers. Thus, the Disneyland Paris theme park poses a very good investment opportunity in the luxury restaurant due to the high number of visitors who tour the place every year, thus there is always a ready demand for foods, drinks and accommodation.

Research Methodology

Research is usually the process of finding out information as well as investigating what is not known in order to solve problems. Thus, based on the definition of research the researcher will embark on finding adequate and correct information for the purpose of solving his business questions as well as answering his aim and objectives. The main aim of the study is basically to investigate the possibility of a possible opportunity of opening a luxury restaurant in the EuroDisneylandPark in Paris through researching on the perception and opinions of the regions residents regarding the possible investment opportunity in the hospitality sector (Trochim,2006). The research will be deductive whereby the researcher will be working from general to more specific concepts. For instance, it starts with thinking of a theory related to the topic of interest. Then the researcher narrows down into hypotheses which are more specific and can be tested. There is also more narrowing down when observations are collected in order to address the hypotheses (Trochim,2006). Thus, the researcher is ultimately able to test the specific hypotheses using collected and analyzed data which leads to confirmation or not of the originally stated theory (ies).

Thus, the study will be able to determine the exact perceptions of the Paris inhabitants on the possible opportunity of investing in a luxury restaurant in the EurodisneyPark. For the purpose of this study, secondary research will be used (Jaszay, 2006). Moreover, some extent of descriptive research methods will also be utilized. This method enables the possibility of the study to be quick and cheap (Trochim,2006). There is also the possibility of suggesting on the anticipated hypotheses. Thus, the descriptive approach will be used in the study, which utilizes the study observation however; descriptive method of study mainly gathers information about the present condition.

Qualitative and Quantitative data

During the study the two types of data to be used are: quantitative and qualitative data. Quantitative data is the one which is measured and quantified in a certain way whereas the qualitative is more complex compared to quantitative data, this is because it is more related to academic articles and theory which is sometimes more difficult to analyze and interpret (Booth, Columb, and Williams, 2003). However, concerning this study, the researcher will analyze the quantitative data from the reports of DisneylandPark whereas concerning the qualitative data; the analysis will focus on the possible opportunities which exist for opening a luxury restaurant as well as the anticipated benefits from the investment (Trochim,2006).

Data collection

The secondary data will be used because primary data is not allowed for this particular research. Secondary data collection will involve reviewing other data collected for different research projects related to one being done (Booth, Columb, and Williams, 2003). Thus, the collected data will come from the Disneyland park related websites as well as other previous case studies concerning investment in luxury restaurants. Also academic article from online databases will be considered (Trochim,2006).

Table 1: Data collection process

Data analysis

For each objective both quantitative and qualitative data will be used by the researcher to answer his business question. The analysis will thus be realized with the connection of both qualitative and quantitative data in order to obtain realistic answers to the objectives (Booth, Columb, and Williams, 2003). The analysis will then demonstrate if it is valuable to invest in a luxury restaurant at DisneylandPark. However, the different interpretations which can be provided by the researcher can make qualitative data analysis complex (Trochim,2006).

Moreover, the researcher will expect to identify the potential investment opportunity in a luxury restaurant at DisneylandPark as well as the anticipated beneficial outcomes by the end of the study. The main reason of identifying the above stated reasons is due to the benefits which are likely to accrue from this investment opportunity. This research is also expected to help the investor demonstrate to potential financiers the incredible benefits and opportunities at DisneylandPark as well as attracting them.

Reliability and validity

Reliability of the study was satisfactory, because it was possible to replicate the same results on subsequently repeated trials (Booth, Columb, and Williams, 2003). Thus, due to the ability of replicating research procedures used using same research procedures and tools would add to yielding consistent measures enabling the researcher to draw conclusions satisfactorily, make generalized claims of the research as well as formulating theories (Chamberlain, 1965). The study’s validity was also concrete since the study would accurately assesses and reflect the researchers specific concepts which he or she is attempting to measure, thus it indicates the success of the study by accurately measuring what the researcher will be intending to measure (Trochim,2006). However, since the researcher focuses on qualitative data collection based on academic articles and official sources, the researcher could finally, consider the research as safe, correct and unbiased.

Table 2: Gantt chart

Reference:

Babbie, E. (2010). The Practise of Social Research (12th ed.), Wardsworth, Cengage Learning.

Booth, W. C., Columb, G. G., and Williams, J. M. (2003). The Craft of Research. Chicago: The University of Chicago Press, 2003.

Bryan, A. and Bell, E. (2003). Business Research Methods, Oxford, OxfordUniversity Press.

Carr, K. (n.d).DisneylandParis: Practical Guide To Plan Your Trip To Disneyland Paris. Available at:

Chamberlain, T.C. (1965). The Method of Multiple Working Hypotheses, reprinted in Science, Vol 148, pp754-759.

Collis, J. and Hussey, R. (2003). Business Research, Basingstoke, Palgrave Macmillan.

Jaszay, C. (2006). Ethical Decision-Making in the Hospitality Industry

Jorge Costa, Gavin Eccles, (1996) "Hospitality and tourism impacts: an industry perspective", International Journal of Contemporary Hospitality Management, Vol. 8 Iss: 7, pp.11 – 19

Kandampully, J. (2006). The new customer-centred business model for the hospitality industry, International Journal of Contemporary Hospitality Management, Vol. 18 Iss: 3, pp.173 – 187

Krathwohl, D. R. (1988). How to Prepare a Research Proposal: Guidelines for Funding and Dissertations in the Social and Behavioral Sciences. SyracuseUniversity Press.

Lieberman, K. &Nissen, B. (2006). Ethics in the Hospitality And Tourism Industry

Derrida, J. (2000). Of Hospitality. Trans. Rachel Bowlby. Stanford: Stanford University Press.

Maykut, P., and Morehouse, R. (1994). Beginning Quantitative Research: A philosophical and practical guide, RoutledgeFalmer.

Maylor, H. and Blackmon, K. (2005). Researching Business and Management, Basingstoke, Palgrave Macmillan.

Paltridge, B., & Starfield, S. (2007). Thesis and Dissertation Writing in a Second Language: a handbook for supervisors, RoutledgeFalmer.

Platt, J. (1964). Strong Inference in Science, Number 3642, pp. 347-353.

Upchurch, R. S. (1998) "Ethics in the hospitality industry: an applied model", International Journal of Contemporary Hospitality Management, Vol. 10 Iss: 6, pp.227 – 233

Reece, S. (1993). The Stranger's Welcome: Oral Theory and the Aesthetics of the Homeric Hospitality Scene. Ann Arbor: The University of Michigan Press.

Rosello, M. (2001). Postcolonial Hospitality. The Immigrant as Guest. Standford, CA: Stanford University Press.

Routes, C. J. (1999). Travel and Translation in the Late Twentieth Century. Cambridge, MA: Harvard University Press.

Sapsford, R., & Jupp, V. 2006. Data Collection and Analysis (2nd ed.), Sage Publications Ltd.

Saunders, M., Lewis, P. and Thornhill, A. (2003). Research Methods for Business Students, Harlow, Pearson Education Ltd.

Shane C. Blum, (1996). Organizational trend analysis of the hospitality industry: preparing for change, International Journal of Contemporary Hospitality Management, Vol. 8 Iss: 7, pp.20 – 32

Spang, R. L. (2000). The Invention of the Restaurant, HarvardUniversity Press

Switzer, J. B. (2007). "Hospitality" in Encyclopedia of Love in World Religions. Santa Barbara, CA: ABC-CLIO

Teitelbaum, H. (1998). How to Write a Thesis. New York: Arco Publishing.

Trochim,W. M. K. (2006).Deduction & Induction: Deductive and Inductive Thinking. Available at:

Turabian, K.(1955).A Manual for Writers of Term Papers, Theses and Dissertations, University of Chicago Press.

Velikovsky, I. (1982). Mankind in Amnesia. Garden City, New York: Doubleday