Role of Artificial Intelligence in Crisis Management: A Study on IHG in UK Hospitality Sector

Research Project

ABSTRACT
AI allowed the organization to be very effective in the operations that are related to the
ways in which the business can gain the competitive advantages. AI in the crisis management has
been found to be able to develop the practices that are related to the ways in which they are able
predict crisis. It is also essential for the ways in which correct pathway is also said to be the key
towards the ways in which organization can develop the correct pathway.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................3
Background of the study..............................................................................................................3
Research Aim...............................................................................................................................4
Research Objectives ....................................................................................................................4
Research Questions......................................................................................................................4
Research Rationale.......................................................................................................................5
Research Scope ...........................................................................................................................5
Chapter preview...........................................................................................................................5
CHAPTER 2 LITERATURE REVIEW..........................................................................................6
Research Methodology....................................................................................................................8
Research type...............................................................................................................................8
Research Approach......................................................................................................................8
Research philosophy....................................................................................................................8
Data collection.............................................................................................................................8
Sampling......................................................................................................................................9
Data analysis................................................................................................................................9
Reliability and validation.............................................................................................................9
Ethical consideration....................................................................................................................9
CHAPTER 4 ANALYSIS AND FINDINGS..................................................................................9
CHAPTER 5 DISCUSSION..........................................................................................................16
Research limitation and recommendations................................................................................18
CONCLUSION..............................................................................................................................18
Reflection...................................................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................21

Research Title: To assess the role of artificial intelligence with regards to crisis management in
the context of UK hospitality sector: A study on IHG
CHAPTER 1 INTRODUCTION
Background of the study
In the current times the role of application of strategies is considered to be the ones that is
designed for helping an organization deal with a sudden significant for being able to predict the
events that are considered to be having event in the unforeseeable consequence that can lead to

the potential risk. It is considered to be the factor that is said most cases that helps in health and
safety of the organization to help with the combination of the ways in which they re able to
jeopardize the factors which helps the business to health and safety since the employees
themselves. It is also said that the crisis is considered to be one of the key determinants of the
ways in which the business can combine the devastation of finances. It is also said to be the
factor that is helpful for the popularization of the fire that occurs during the business finances.
Covid-19 is one of the situations in which the crisis occurred for all the business for which the
organizations required crisis management strategies. This study is based on the analysation of the
ways in which artificial intelligence can be used to develop the consequences of some event that
helps in the considerable as potential risks. For this study the research will find the ways in
which the Artificial intelligence is used for the crisis management in the context of UK
hospitality sector. In this research qualitative study is going to be conducted for being able to
analyse the topic of crisis management in the hospitality sector. For this study the selected
organization from the UK hospitality sector is Inter-Continental Hotels Group plc (IHG). This is
a British multinationals hospitality company that is headquartered in Denham Buckinghamshire,
England. It is listed on the London Stock Exchange and is the constituent of the FTSE. Business
can be able to able traced back in 1777. It is also said to be established in the red triangle for the
logo for being able to register for UK.
Research Aim
The main aim of the current study is to ascertain the role of artificial intelligence with
regard to crises management within IHG
Research Objectives
To achieve this aim, the following objectives have been proposed.
 To identify the concept of artificial intelligence and its significance
 To investigate factors affecting artificial intelligence in UK hospitality sector
 To evaluate role of artificial intelligence with regard to crisis management of IHG
 To recommend strategies pertaining to artificial intelligence which can favourably
influence crises management of IHG.
Research Questions
 What is the concept of artificial intelligence and its significance?
 Which are the factors affecting artificial intelligence in UK hospitality sector?

 How role of artificial intelligence with regard to crisis management is helpful for IHG?
 Which strategies pertaining to artificial intelligence can favourably influence crises
management of IHG?
Research Rationale
The reason for assessing the study is to assess the role of the AI in the crisis management
for the purpose of Covid-19 practices. Covid-19 is also said to be the one that affects the
operations practices in the UK hospitality sector for the gaining the current study that would be
very effective for the understanding of the role of artificial intelligence. In this study the
management of the crisis is also said to be studied for the analysation of the relevant information
that is present about the factors which affect the strategies that can be used for their
improvements.
Research Scope
Artificial intelligence has been recognized as one of the current growing study that is
related to the different range of branch of computer science which has the most significance on
the ways in which it is able develop its improvement. This is the study which is able to develop
the strategy of the improvement for the helpful similar organization for the operations of the
hospitality sector. This is considered to be the conduction of the similar topic that can gain the
knowledge from this study.
Chapter preview
Chapter 1: Introduction
This is going to explain the background, aim, objective, research questions, scope, rational and
significance of conducting study.
Chapter 2: Literature Review
It will focus on having theme formulation for presenting theoretical data.
Chapter 3: Research Methodology
It emphasis in over research type approach, philosophy, data collection, etc. so that clearness of
procedure for completing research can be recognized.
Chapter 4: Analysis and Findings
It will evaluate & analyse the collected data so that depth understanding can be attained.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work
It is going to identify the findings for recommending and suggesting for further studies.