Strategic information system and environmental scanning practices in Malaysian hotel organizations - Theory and Practice in Hospitality and Tourism Research - page 86

2.5 Research gap
Several models of Strategic Scanning Informa-
tion System have been suggested by researchers,
for example, Daft (1988) Refined Model on Envi-
ronment information Process; Doyle (1994) Sys-
tematic Approach to being Information Literate,
Choo (2002) Information Management Model,
and Zhang, Majid and Foo (2010), the Environ-
mental Scanning Process.
All these models have as a common agreement
on the adopted methodologies for information
management. Nevertheless, most of the publica-
tions did not bring an actionable knowledge about
the mechanisms of implementing environmental
scanning device (Caron-Fasan & Lesca, 2003). In
spite the awareness of the importance of Environ-
mental Scanning practice and its contribution to
organizational performance; it remains unpunc-
tual, unstructured and not holistic in approach
(Raja Mejriet, et al., 2013).

3.3 Types of data collection
3.3.1 Primary data
Primary data will be collected via unstructured
interview and observation with selected hotels in
Malaysia.

3.3.2 Secondary data
Published information i.e. company information,
directory of hotels, newspaper articles and press
release are available from the internet sources and
establishments such as Malaysian Hotel Owners
Association directory, Tourism Information Cen-
tre Library, financial statements and prospectus
from respective parent company of the selected
hotels and other government authorities offices.

4 DATA ANALYSIS

The data obtained will be analyzed using the quali-
tative analysis method. Software called ATLAS.
ti for computer-aided qualitative data analysis
(CAQDA) will be employed. The analysis will
show patterns of similarities and differences of
ES practices among hotels in Malaysia. This study
will also outline Strategic Information Scanning
System for each hotel under study, and therefore,
will extend further the literature on strategic infor-
mation and environmental scanning practices in
organizations.

3 RESEARCH METHODOLOGY

3.1 Research design
Qualitative research design will be deployed for
this study. Qualitative method includes interview,
non-participant observations and case study
method. This technique is aimed at understanding
the complex nature of the phenomena. In the con-
text of this research, the case study is considered
appropriate for providing a holistic approach to
the study of strategic scanning information sys-
tem in the hotel organizations.In creating the case
study, several types of data and information will
be collected, including general information about
the hotel and specific information on the respond-
ents. Case studies enable researchers to learn from
practice and understand complex processes in its
natural settings (Benbasat, et al., 1987).

5 CONCLUSIONS

Expected results on new knowledge will expand
the new theoretical and empirical insights on envi-
ronmental scanning and a model of strategic infor-
mation scanning system practices in Malaysian
hotel industry are expected to be derived from the
proposed research. The knowledge in this field of
research is crucial for hotels competitive advantage
and survival of local hotels.It is hoped that the
research will derive at the following prepositions:
P1: The more comprehensive the environment scan-
ning system; the more structured will be the infor-
mation on the external environment.
P2: The better the environment scanning structure;
the more structured will be the information on the
external environment.
P3: The more regular the environment scanning
process; the more structured will be the information
on the external environment.
P4: The more structured the information on external
environment; the better the quality of information
input for strategic decision making.

3.2 Data gathering method
The qualitative research method will be used for
collecting the core information for this research
will be the semi-structured interview, a tool flexible
enough to adapt to each of the variables that will
be investigated, and also to pursuing unexpected
responses and cues suggested by the respondents
and via the on-site observation techniques as
deemed necessary by the researcher throughout the
research process.The methodology used is of major
importance in obtaining in-depth information that
are based mainly on the personal experience and
practices of general managers, documentary evi-
dence and on direct observation by the researcher
(Yin, 2009).