Contemporary Issues in Tourism Management: A Study on British Airways

Contemporary Issues in Tourism Management
( The issues faced by Tourism Industry while managing their reputation in
global market. A Study on British Airways)

Table of Contents
INTRODUCTION...........................................................................................................................3
Background Information.............................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Questions.....................................................................................................................4
LITERATURE REVIEW................................................................................................................5
What is the concept of reputation management and its importance within UK Tourism
Industry?......................................................................................................................................5
What are the challenges which are faced by British Airways while managing their reputation
in global market?.........................................................................................................................6
What are the strategies which can be used by British Airways for increasing their reputation
and attracting more customer towards the brand?.......................................................................7
DISCUSSION .................................................................................................................................9
CONCLUSION AND RECOMMENDATIONS..........................................................................12
REFERENCES..............................................................................................................................15

INTRODUCTION
Background Information
Reputation management refers to a practice that helps in influencing the perceptions of
the stakeholders as well as public conversations about the company along with its brands. It
provides a chance to a company in order to counter the negative feedback in better (Abbes and
Rekhis, 2021). It also creates an opportunity for the company in order to promote the experience
of their positive mentions in better manner. In tourism industry, there are many factors that
creates reputation risk for them. This makes important for them in develop reputation
management to address their risk in better manner. The reason behind for the section of research
topic that is issues faced by tourism industry while managing their reputation in global market is
to gain knowledge and collect information and data related to in order to provide effective ways
to the company to solve these issues in better manner. This research help researcher in order to
gain knowledge about the importance of reputation management that helps in attracting more
customers towards the brand in better manner. The researcher needs to obtain knowledge about
the challenges that a company faced while managing their reputation. In the following research,
selected organisation is British Airways which is a multinational flag carrier airline organisation
of UK. The company is founded on 5 October 1916 as Aircraft Transport and Travel Limited and
on 31 March 1974 as a British Airways as well as it headquarters is located in London, England
near its main hub at Heathrow Airport. The research covers literature review, discussion as well
as conclusion and recommendation for the research.
Research Aim
To identify the issues faced by Tourism industry while managing their reputation in
global market. “A study on British Airways”
Research Objectives
 To determine the concept of reputation management and its importance within UK
Tourism Industry.
 To discern the challenges which are faced by British Airways while managing their
reputation in global market
 To examine the strategies which can be used by British Airways for increasing their
reputation and attracting more customer towards the brand.

Research Questions
 What is the concept of reputation management and its importance within UK Tourism
Industry?
 What are the challenges which are faced by British Airways while managing their
reputation in global market?
What are the strategies which can be used by British Airways for increasing their reputation and
attracting more customers towards the brand?