Impact of Covid-19 on Consumer Buying Behaviour in UK Hospitality Industry

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
MODULE CODE:
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ASSESSMENT TITLE: Research Project Proposal
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STUDENT ID: (London Met)
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SUBMISSION DEADLINE: 019
I declare that all material in this assignment is my own work except where there is clear
acknowledgement or reference to the work of others and I have complied and agreed to the College
statement on Plagiarism and Academic Integrity on the College Student Handbook provided at
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should be submitted in electronic format via college systems on or before the submission deadline. The
e-submission system will not allow late submissions. By submitting this assignment and cover sheet
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Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
Research Topic/ Research Question:
Impact of Covid-19 on consumer buying behaviour and its influence on the performance of UK
hospitality industry
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background information). Include
the following:
The current research is based on Covid-19 which shows the change in buying behaviour of consumers
and its impact on the performance on the company as it reduces the productivity in the highly
competitive business market (Davier, Schäffner and Van Doorslaer, 2018) . With the surge of Covid-19
in the global economy, the consumers have now become more health conscious and this has changed
their perception and thought to buy things and in visiting hotels. The chosen organization in this
research is Royal Garden Hotel which is a UK based hotel and is considered as a renowned hotel which
provides best quality services to customers.
Aims & Objectives
Aim: (What do you want to achieve and why do you want to achieve aim?)
To identify the impact of Covid-19 on consumer buying behaviour and its influence on the performance
of UK hospitality industry. A study on Royal Garden Hotel
Objectives: (How do you want to achieve this aim(s)). State at least three but not more than four
objectives).
I. To identify the role of Covid-19 in changing the buying behaviour of the consumers within UK
hospitality industry.
II. To identify the issues faced by consumers during Covid-19 and its impact on the overall
performance of Royal Garden Hotel.
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Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
III. To identify different ways that helps in improving the performance of Royal Garden Hotel and
consumer satisfaction during pandemic.
Research Questions: (The breakdown of the research topic for some specific questions- it is easier to
convert the objectives into questions- only required for if you are conducting a qualitative research
study.
I. What is the role of Covid-19 in changing the buying behaviour of the consumers within UK
hospitality industry.
II. What are the issues faced by consumers during Covid-19 and its impact on the overall performance
of Royal Garden Hotel.
III. What are the different ways that helps in improving the performance of Royal Garden Hotel and
consumer satisfaction during pandemic.
Research Rationale:
The main purpose of conducting this present research is to study the impact of Covid-19 on the change
in consumer buying behaviour and its overall effect on the performance of the UK hospitality industry
(Siagian, Berybe and Panjaitan, 2021). This research majorly focuses on identifying several ways that
helps in enhancing the company performance and satisfaction among customers as now a days
customers have become more health centric and have a fear in their mind in moving to another place.
The following carried on research also interprets several issues that hospitality industry of UK face
because of changing behaviour and demands of consumers with the changing situation. This research
also helps in fulfilling two types of objectives that are known as personal and professional. In relation
with personal objective, this present research helps the researcher in achieving relevant and valuable
knowledge about the changing demands of the consumers and several methods of research for
collecting and evaluating data. On the other hand, in context of professional objective, this helps the
researcher in gaining information about the changing behaviour of consumers which is necessary for
making sustainable changes for improving consumer satisfaction and company performance.
Scope of Research Study:
The scope of the research is limited as it is based on limited respondents from which the researcher
gather and analyse information for conducting the further research on the selected topic effectively. The
conducted research is based on quantitative method because it is easy from the view point of the
researcher as involves numerical data which is quite easy to understand and calculate.
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Research Proposal (HM Top-Up)- Autumn 2021