Impact of Covid-19 on Corporate Social Responsibility in UK Hospitality Sector: A Study on Whitbread

LT6P19GN: Research Methods and Project
ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
MODULE CODE:
INTAKE/SEMESTER:
ASSESSMENT TITLE: Research Project Proposal
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STUDENT ID: (London Met)
STUDENT ID:
STUDENT NAME:
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 Induction.
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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:
To determine the impact of covid 19 on corporate social responsibility (CSR) for enhancing
organizational performance within hospitality sector in UK
1. INTRODUCTION.
Research Background: (Introduction to the research area with some background information).
Include the following:
The current research is based on the corporate social responsibility during covid 19 pandemic in the
hospitality sector of UK. Whitbread is the chosen organization which is one of the international hotel
and restaurant company established in 1742 and headquartered in UK. The following discussion covers
the concept and strategies along with the challenges of corporate social responsibility at the time of
covid 19. Moreover, research methodology and work planning is also discussed. It is one of the most
important concept because it impacts the organizational performance and the reputation in the market
place which also affects the productivity and profitability of the firm.
Aims & Objectives
Aim: (What do you want to achieve and why do you want to achieve aim?)
To determine the impact of covid 19 on corporate social responsibility (CSR) for enhancing
organizational performance within hospitality sector in UK : A study on Whitbread
Objectives: (How do you want to achieve this aim(s)). State at least three but not more than four
objectives).
I. To examine the concept of corporate social responsibility during pandemic within UK hospitality
sector
II. To identify the strategies of corporate social responsibility at the time of covid 19 within Whitbread
to improve hotel's productivity
III. To assess the challenges faced by Whitbread in the absence of corporate social responsibility 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 concept of corporate social responsibility during pandemic within UK hospitality sector?
II. What are the strategies of corporate social responsibility at the time of covid 19 within Whitbread to
improve hotel's productivity?
III. What are the challenges faced by Whitbread in the absence of corporate social responsibility during
pandemic?
Research Rationale: (Justification of the proposed study and potential benefits). The following
questions will help you).
I have chosen the topic of corporate social responsibility which is considered as one of the major
concern in toady's world. The current research has the benefits to the organization and also to the
investigator as well. Organization is benefited because they can review the investigation and adopt the
methods in their firm. Investigator is benefited as they have gained various new skills and also has used
their existing skills as well. Such as research skills and communication skills along with the problem
solving skills and time management skills which is followed by the cognitive skills and business
management skills.
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Research Proposal (HM Top-Up)- Autumn 2021

LT6P19GN: Research Methods and Project
Scope of Research Study:
Corporate social responsibility is an important concept that is why it has great scope within the
organization because it relates with the ethics and legalities of the company. It is directly associated
with the reputation of the organization in the market place. It further helps in creating the loyalty
towards the brand of the customers and other stakeholders as well. It also supports in maintaining the
long term relationship with the customers. Moreover, the current investigation has a scope because it is
quantitative in nature and questionnaire is formed so that the direct gathering of the opinions cam be
performed which prove to be reliable in nature.
2. LITERATURE REVIEW:
The literature should have an introduction, main body that is organised in relevant themes; and a
conclusion
Introduction
Literature review is the study of the previously published articles and journals or researches. It is
reviewed in a systematic manner so that writings of the well known authors can be preferred in order
to have the reliability and relevancy of content which are to addressed in the literature review. LR is
reviewed on a critique basis so that opinions of the several authors can be contented in the research
report. The following LR covers the concept of corporate social responsibility during pandemic within
UK hospitality sector, strategies of corporate social responsibility at the time of covid 19 within
Whitbread to improve hotel's productivity and the challenges faced by Whitbread in the absence of
corporate social responsibility during pandemic.
Concept of corporate social responsibility during pandemic within UK hospitality sector
According to Latapí Agudelo, Jóhannsdóttir and Davídsdóttir, (2019), Corporate social responsibility is defined
as the type of self regulation which is done by the international private business which has the aim to contribute
in the goals of society as the philanthropic and charitable nature while engaging and supporting the
volunteering and ethically oriented practices.
As per the view of Advantage, (2020), it is considered as the concept of management where the
companies collaborate and integrate the environmental and social concerns within the operations of
the business in order to have the effective and efficient interaction with the stakeholders. There are
basically four types of CSR such as environmental and philanthropic along with the ethical and
economic responsibility.
Strategies of corporate social responsibility at the time of covid 19 within Whitbread to improve
hotel's productivity
According to Nave and Ferreira, (2019), there are several strategies of corporate social responsibility such as
company promotes healthy and inclusive workplace cultures while designing goals with measurable impact.
Other strategies includes the aligning of the community impact goals with business practices while leveraging
the core responsibilities of the business towards the direction of CSR activities. Moreover, soliciting feedback
and engagement in order to maximise the stakeholder values.
As per the view of Sharma, (2019), other strategies includes that the company must analyse the current
activities of CSR and modify according the future needs and requirements. It is important to donate the funds
which relates to the business while finding the reliable partners and also involving the suppliers as well. Proper
communication and potential employees are must for the CSR practices.
Challenges faced by Whitbread in the absence of corporate social responsibility during pandemic
According to Lyon and Maxwell, (2020), If organization do not have the practices of corporate social
responsibilities then they will be unable to attract the new talented employees which can further result in the
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Research Proposal (HM Top-Up)- Autumn 2021