Impact of Covid19 crisis on business activity and performance of tourism industry

This research aims to identify the impact of Covid19 crisis on business activity and performance of tourism industry. The literature review, research methodology, data analysis and interpretation, questionnaire, conclusion and recommendations are all covered in the discussion. The research uses interpretivism philosophy, inductive approach, mixed method, cross sectional research and surveys as research strategies. The primary research is undertaken in the form of market research and collected responses from 50 respondents. The appropriate analytical tools are used to analyze research findings and data.

Unit 19
Research
Project
1

2

Title: Impact of Covid19 crisis on business activity and performance of tourism industry............3
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Research proposal that clearly defines a research question or hypothesis supported by a
literature review...........................................................................................................................3
P2 Appropriate research methods and approaches to primary and secondary research..............5
TASK 2............................................................................................................................................8
P3 Primary and secondary research using appropriate methods.................................................8
P4 Appropriate analytical tools, analyse research findings and data...........................................8
Theme 3: Strategy used by Visit Britain for improving their business performance and activity
after Covid-19............................................................................................................................19
TASK 3..........................................................................................................................................20
P5 Communicate research outcomes in an appropriate manner for the intended audience......20
TASK 4..........................................................................................................................................20
P6 Reflection on the effectiveness of research methods............................................................20
P7 Alternative reserach methodology........................................................................................20
CONCLUSION..............................................................................................................................20
RECOMMENDATION.................................................................................................................21
REFERENCES..............................................................................................................................22
APPENDIX ...................................................................................................................................23
QUESTIONNAIRE...................................................................................................................23
3

Title: Impact of Covid19 crisis on business activity and performance of tourism industry
INTRODUCTION
Covid 19 crises has impacted the tourism industry in a very drastic manner and therefore
the following research conducted is based on the impact of Covid19 crisis on business activity
and performance of tourism industry. Literature review, research methodology data analysis and
interpretation, questionnaire, conclusion and recommendations are all covered in the below
discussion.
TASK 1
P1 Research proposal that clearly defines a research question or hypothesis supported by a
literature review
Research aim
To identify the impact of Covid19 crisis on business activity and performance of tourism
industry: A study on Visit Britain
Research objectives
 To identify the impact of Covid-19 crisis in Tourism
 To determine the ways that would be used by tourism industry in overcoming the impact
of Covid-19 crisis
 To examine the strategy that would be used by VisitBritain for improving their business
performance and activity after Covid-19
Research questions
What is the impact of Covid-19 crisis in Tourism?
What are the ways that would be used by tourism industry in overcoming the impact of Covid-19
crisis?
What are the strategy that would be used by VisitBritain for improving their business
performance and activity after Covid-19?
Literature review
Impact of Covid-19 crisis in Tourism
4

According to Lim, W.M., (2021), there is viewed that the pandemic COVID-19 has
created an enormous challenge and also created a major crisis in the economic, health and
all the other areas as it constrained and spill over a major impact on all the different sectors.
One of most effected sector through this global pandemic situation is Tourism industry. As
there is been seen that the government after the striking of pandemic has created a strict
guidelines and a complete restraint in moving out which enormously impacted the tourism
sector and there is a complete decline of the tourist to reach to nay place. Their is been seen
that it implies to have the complete fall of the GDP as no revenue were being generated due
to the complete restriction and this impacted the economic condition of the countries. Their
is served that millions of jobs were in high risk as the tourism is completely shut down
through which so many employee lost their jobs and were laid off. Most of the areas and the
borders were closed and through which so many people were not being allowed to move
out of borders which created a terrible crisis and affected the global tourism in the world
(Yeh, 2021). Their were seen that ll the funds and the general business allocating budgets
were affected and the tourism sectors suffered major loss as they were not being able to
give the salaries to their work force all the suppliers, their management and the devices were
completely being out of reach and that affected and created a major issue through all such
side striking of the pandemic. Thus, even though the tourism sector always being one of the
third highest areas to help in generating the revenue of the country faced the complete loss
in their economic revenues and the GDP through which they had faced the lockouts and the
major downfall as this is one of the most affected sector through all such COVI-19 impacts.
Their can be seen enormous fear in the eyes of the tourist while planning to go to any further
place and this is mainly due to the pandemic and its striking condition s through which all
the main effective areas are idealized. This will impromptu and affected the tourism world to
be majorly affected. Their is lack of resources and the facilities as they were not being able
to reach to the tourist and this somehow affect the main areas and the concerned elements.
COVID-19 has made the drastic affect and impacted whole of the tourism sector with the
major areas and loss (Donthu and Gustafsson, 2020).
Ways used by tourism industry in overcoming the impact of Covid-19 crisis
As through the viewpoint of Anguera-Torrell, and et. Al (2021) their can be analyses
that some of the major ways are being provided through which all the tourism industry can
5

manage and overcome the impact that they had faced through the Covid-19 like, they can
build and manage the effective tourism through which all the sustainable tourism can be
achieved as all the tourism company should attain and take adaptive measures through
which all the co-operation and the general building of the resilient can be managed. All the
strategies are to be applied in order to manage the effective promotion through which the
public will gain confidence on all the tourism sector. They should also attain all the safety
measures by keeping the health records and proper sanitized environment through which all
the issues related to the health and the other factors will not arise. Their is needed to manage
the innovation and the technical advancement as which focus on social distancing and also
manage the no contract serviced which are to be given to the customers (Kreiner and Ram,
2020). This will their by maintain the trust and will also provide the positive aspect through
which the individuals will somehow gain the trust on the places. All the main precautions
and the health measures with the proper medical facilities are required to be opted by all the
tourism sector as that will manage and helps to prevent any of the serious issues. Other then
this the digitization is need to be kept on priority and all the management bare needed to be
attained through it. All these will manage and build the trust in all the people and they will
feel safer while being traveling or even in addressing any of the areas. In order top manage
and generate the stability in the loss suffered earlier the tourism industry can also provide
some of the attractive offers through which the tourist will be attracted and will rely on te
places and the offers (KHADKA and et. al, 2020).
Strategy used by Visit Britain for improving their business performance and activity after
Covid-19
As per Nayak, J., and et. al., (2021) it is important to manage and maintain the effective
strategies through which all the growth and the generation of revenue can be reframed. in order
to manage and enhance the growth and the revenue there is required that Visit Britain should
impose some varied nature as they should manage the staff welfare as they are the important
asset in all the companies and the organisation so they are required to mange the training and the
staffing to be done in systematic manner. The Visit Britain can manage the suitability through all
the positive outcomes ans also shift themselveLim, W.M., 2021.s toward the sustainable tourism
as this will bring confidence to all the tourist ans will led out to manage and maintain all the
growth and values. The exports and the proper generation of the revenue are to required to frame
6

and attain in England as that will mange the profitability (Khalid, Okafor and Burzynska,
2021). This will also make them to manage their spend to be on the tourism sectors. They can
somehow try to make some effective websites in an attractive manner in which some of the
exciting offers are being given through the online sources and the other working. Visit Britain
can also manage the effective relation with all the tourist as they can apply and maintain the
approaches in the pandemic through which the tourist will gain trust towards them. All the global
boost and the promotion of local tourism can be applied so as to manage and gain the general
advancement through which the up lining applicabilities and the effective areas through which
the growth and the suitability can be reframed. All this will manage and provide the trust and the
revenue generation with the stability in the economic areas (Abbas, and et. al, 2021).
P2 Appropriate research methods and approaches to primary and secondary research
Research philosophy
The current research uses the interpretivism philosophy because it is based on the
qualitative aspect. Interpretivism covers the individuals observervations and understanding of the
reality which is often qualitative in nature. Positivism philosophy is not used because it covers
the independent knowledge and scientific testing phenomenon (Kumar, 2018).
Research approach
The current research uses the inductive approach due the real time observations made on
the research topic. Inductive approach initiates with the observations that the investigator uses to
formulate a new theory. Deductive is not used because it refers to the specific hypothesis
development based approach covered in the literature review and it is observed by the researcher.
It is checked and also holds a particular context based on the topic.
Research Strategies
The strategy of the research is selected based on the data required for the research and
according to the purpose of the study. The current study uses the surveys and systematic
literature review as a strategy to conduct the research (Snyder, 2019).
Research Choice
The current research uses the mixed method that are the qualitative and quantitative in the
form of literature review as well as the primary research as well. Mixed method is used when
two or more methods are used to conduct the whole investigation mainly termed as the
7

qualitative and quantitative methodology. Mono is not used because it is used when only one
method is used in the entire study.
Time Horizon
The current study uses the cross sectional research which is a short time period research
as it uses the surveys. It is a short term conducting of the research and it is for the single point of
time. Longitudinal is not used because it is a long term conducting of the research and it is for
the several years (Ledford and Gast, 2018).
Techniques and procedures
The current study uses the primary method from where the data is collected from
different sources with help of questionnaire.
Timeline and Activity
List of activities Duration
Aims and Objectives 1 Week
Literature Review 2 Week
Research Methodology 1 Week
Submission of research proposal 2 Week
Data Collection 1 Week
Data Analysis 5 Week
Conclusion and recommendations 3 Week
References 4 Week
Submission of final report 2 Week
Gantt chart
Milesto Projective W W W W W W1 W1 W1 W1 W2 W2 W2 W24
8

ne Activities 1 3 4 7 8 1 2 6 7 0 1 3
M1 Project
formulatio
n and
Project
Planning
M2 Literature
Review
M3 Methodolo
gy
M4 Data
Collection
and
Analysis
M5 Discussion
of the
results,
including
reflection
M6 Report
writing
M7 Presentati
on of the
managem
ent
Sampling
9

Sampling refers to the process which is used in the statistical analysis in order to
determine the number of observations taken from the larger populations. It depned upon the type
of analysids conducted which incl,udes simple random sampling and systematic sampling. The
current research has respondents of 50 employee from the company Visit Britain and collected
the answers on the questionnaire formulated.
Research instrument
Instrument used in the current research is the surveys in the form of questionnaire which
is a quantitative analysis and other instrument used is the systematic literature review by
collecting the data from various authentic sources either from the primary method of data
collection or secondary methof of data collection (Daniel, Kumar and Omar, 2018).
TASK 2
P3 Primary and secondary research using appropriate methods
Cost
Primary research undertaken in the form of market research and collected responses from
50 respondents costs approximately $1500 to $2500 depends upon the level of research and
approached respondents. It consists both qualitative and quantitative type of market research on
the given research topic.
Access
Researcher must have the access to the quality content and the relevant information
which is to be provided in the research report. If the researcher do not have any access than it can
be difficult for the researcher to collect valid information for the current topic of the
investigation. Researcher has the access on internet websites and various books and journals as
well.
P4 Appropriate analytical tools, analyse research findings and data
Frequency distribution table
Q1) According to you, rate the impact of Covid 19 crises on tourism industry Frequency
a) Major 30
b) Average 15
10

c) Minor 5
Q2) Which area in tourism industry got affected more due to the Covid 19
crises?
Frequency
a) Productivity 20
b) Employee performance 15
c) Workflow structure 15
Q3) Which domain in tourism industry got affected more due to the Covid 19
crises?
Frequency
a) Food and beverages 40
b) Accommodations 5
c) Outings 5
Q4) According to you, which way can be the most effective to adopt by tourism
industry for overcoming Covid 19 crises?
Frequency
a) Strategic decision making in financial and operations management 20
b) Innovative and creative ideas for marketing 10
c) Efficient and effective human resources management 20
Q5) Rate the benefits of ways adopted by the tourism industry to overcome the
impact of Covid 19 crises.
Frequency
a) Major 10
b) Average 25
11

c) Minor 15
Q6) Which area got the most benefits in tourism industry after implementing
the ways to overcome the Covid 19 crises?
Frequency
a)Productivity 30
b) Employee performance 15
c) Workflow structure 5
Q7) Which domain got the most benefits in tourism industry after implementing
the ways to overcome the Covid 19 crises?
Frequency
a) Food and beverages 10
b) Accommodations 30
c) Outings 10
Q8) What can be most appropriate strategy to improve the business
performance after Covid 19 crises?
Frequency
a) Strategic change management according to the current circumstances 20
b) Smart alterations to the business model adopted as per the situations 25
c) Collaborative and integrated team management in the area where the performance
lacks
5
Q9) Rate the improvements reflected in the business performance after
implementing the improvement strategies.
Frequency
a) Major 10
12

b) Average 30
c) Minor 10
Q10) Major advantage received by tourism industry after implementing the
ways and strategies for overcoming the Covid 19 crises and improvement within
business.
Frequency
a) Enhanced functioning in the company 10
b) Boosting of sales and revenue generation 25
c) Improved employee management 15
Question 1: According to you, rate the impact of Covid 19 crises on tourism industry
Q1) According to you, rate the impact of Covid 19 crises on tourism
industry
Frequency
a) Major 30
b) Average 15
c) Minor 5
13

Interpretation – It is interpreted that out of 50 employees, there are 30 respondents who are
rating major impact on tourism industry was seen at the time of Covid 19 pandemic. They say
that the global crisis has largely impacted the business operation and functioning of the sector. 15
respondents are saying average rate of impact has been identifying on the tourism industry and 5
are saying minor impact due to the Covid 19 crises is being occur as company has used various
measure to deal with the pandemic.
Question 2: Which area in tourism industry got affected more due to the Covid 19 crises?
Q2) Which area in tourism industry got affected more due to the
Covid 19 crises?
Frequency
a) Productivity 20
b) Employee performance 15
c) Workflow structure 15
14
a) Major b) Average c) Minor
0
5
10
15
20
25
30
Column B

Interpretation – With the accumulated information it is interpreted that there are 20 respondents
who are saying that productivity is one of the vital areas which is impacted by the Covid 19
crisis. This is because many countries have putted various trade and travel restriction on the
tourism which reduce the productivity of the travel industry. 15 respondents are saying employee
performance is being affected by the pandemic as employees are working with less motivation
due to the fear of risk. other 15 are saying workflow structure got affected due to the Covid 19
crisis as there is lack of engagement and interaction were seen between the work and the
workers.
Question 3: Which domain in tourism industry got affected more due to the Covid 19 crises?
Q3) Which domain in tourism industry got affected more due to the
Covid 19 crises?
Frequency
a) Food and beverages 40
b) Accommodations 5
c) Outings 5
15
a) Productivity
b) Employee performance
c) Workflow structure
0
2
4
6
8
10
12
14
16
18
20

Interpretation – From the above table it is interpreted that there are 40 respondents who are
saying that food and beverages domain got more affected due to the Covid 19 crises because
there was poor supply of raw material which were seen in the nation. Due to restriction of
international transaction various food product are not able to get which impact the food and
beverage domain of the company. 5 respondents are saying accommodations is the domain
which is affected by the Covid pandemic because it became difficult for the organisation to
provide better accommodation due to less staff. Remaining 5 are saying outings affected due to
the Covid 19 crises because of the fear of virus.
Question 4: According to you, which way can be the most effective to adopt by tourism
industry for overcoming Covid 19 crises?
Q4) According to you, which way can be the most effective to adopt
by tourism industry for overcoming Covid 19 crises?
Frequency
a) Strategic decision making in financial and operations management 20
b) Innovative and creative ideas for marketing 10
c) Efficient and effective human resources management 20
16
a) Food and beverages b) Accommodations c) Outings
0
5
10
15
20
25
30
35
40
45
Column B

Interpretation – As per the accumulated information it is interpreted that there are 20
respondents who are saying that the best and effective way that can be adopted by travel and
tourism, industry is the strategic decision making in financial and operations management which
helps them to manage their funds as well as operation even after the crisis hit the sector. 10
respondents are saying innovative and creative ideas for marketing is the most effective measure
and it will help them to take creative decision for their product which will helps them to gain
their market share. Remaining 20 are saying efficient and effective human resources
management is the best way to overcome Covid 19 crises because human are the biggest assets
which helps in performing the business operation in accurate manner.
Question 5: Rate the benefits of ways adopted by the tourism industry to overcome the impact
of Covid 19 crises.
Q5) Rate the benefits of ways adopted by the tourism industry to
overcome the impact of Covid 19 crises.
Frequency
a) Major 10
b) Average 25
c) Minor 15
17
0
5
10
15
20
25
Column B

Interpretation – With the accumulated piece of information from questionnaire it is interpreted
that there are 10 respondents who are rating major benefit were seen by the travel and tourism
industry after the adopting of measure in their organisation. 25 respondents are saying that they
identify an average benefits of the ways their design to mitigate the problem which were faced at
the time of Covid 19 pandemic. Rest 15 are saying minor benefit to the organization was teir
because the time period of Covid 19 was so worst that to overcome from it requires lots of time
and innovation.
Question 6: Which area got the most benefits in tourism industry after implementing the ways
to overcome the Covid 19 crises?
Q6) Which area got the most benefits in tourism industry after
implementing the ways to overcome the Covid 19 crises?
Frequency
a)Productivity 30
b) Employee performance 15
c) Workflow structure 5
18
a) Major b) Average c) Minor
0
5
10
15
20
25

Interpretation – From the accumulated data from the respondent it is analysed that out of 50
employees there are 30 respondents who are saying that productivity was the area which got the
most benefit in tourism industry after the implementation of the strategy. All the measure helps
in executing the production function in significant manner. 15 respondents are saying employee
performance has been impacted in positive manner as proper resources as well as training is
given which helps them to manage their work effectively. Rest 5 are saying workflow structure
got the most benefi as they assit in managing and maintaining the work and workers in sound
manner.
Question 7: Which domain got the most benefits in tourism industry after implementing the
ways to overcome the Covid 19 crises?
Q7) Which domain got the most benefits in tourism industry after
implementing the ways to overcome the Covid 19 crises?
Frequency
a) Food and beverages 10
b) Accommodations 30
c) Outings 10
19
a)Productivity b) Employee performance c) Workflow structure
0
5
10
15
20
25
30
35
Column B

Interpretation – From the accumulated piece of information from numerous applicant it is
interpreted that 10 respondents are saying that food and beverage domain got the benefits by
adopting ways in tourism industry as ways helps the food domain to acquire their raw material in
effective manner. Supply chain become easier which assist the domain to execute their work. 30
respondents are saying accommodations domain has received many benefits after the
implementation of the strategy. Rest 10 says outing domain receive the advantage.
Question 8: What can be most appropriate strategy to improve the business performance after
Covid 19 crises?
Q8) What can be most appropriate strategy to improve the business
performance after Covid 19 crises?
Frequency
a) Strategic change management according to the current circumstances 20
b) Smart alterations to the business model adopted as per the situations 25
c) Collaborative and integrated team management in the area where the 5
20
a) Food and beverages b) Accommodations c) Outings
0
5
10
15
20
25
30
35
Column B

performance lacks
Interpretation – It is interpreted that there are 20 respondents who are saying that strategic
change management according to the current circumstances is the most appropriate strategy as it
helps the travel industry to manage their problem at the time when a challenge occurs or prior to
the happening of the events. 25 respondents are saying smart alterations to the business model
adopted as per the situations was the best ay as it helps in altering the way of doing the business
and operation as per the prevailing scenario. Remaining 5 are saying collaborative and integrated
team management in the area where the performance lacks is the most appropriate strategy.
Question 9: Rate the improvements reflected in the business performance after implementing
the improvement strategies.
Q9) Rate the improvements reflected in the business performance
after implementing the improvement strategies.
Frequency
a) Major 10
b) Average 30
21
a) Strategic change management according to the current circumstances
c) Collaborative and integrated team management in the area where the performance lacks
0
5
10
15
20
25
30

c) Minor 10
Interpretation – With the assemble piece of data it is interpreted that there are 10 respondents
who are rating major improvements on business performance was identify while implementing
the strategy which helps in managing the performance in effective and efficient manner. 30
respondents are saying average changes were seen because of the large damage and 10 are
saying minor improvements on business performance because of the strategy.
Question 10: Major advantage received by tourism industry after implementing the ways and
strategies for overcoming the Covid 19 crises and improvement within business.
Q10) Major advantage received by tourism industry after
implementing the ways and strategies for overcoming the Covid 19
crises and improvement within business.
Frequency
a) Enhanced functioning in the company 10
b) Boosting of sales and revenue generation 25
c) Improved employee management 15
22
a) Major b) Average c) Minor
0
5
10
15
20
25
30
35
Column B

Interpretation – From the above table and graph it is interpreted that there are 10 respondents
who are saying that travel and tourism industry received the benefit of eenhanced functioning in
the company is result of implementing the ways and improvement strategies in tourism industry.
25 respondents are saying bboosting of sales and revenue generation is the advantage that
company gain which increase their profit margin. Remaining 15 are saying improved employee
management is the advantage received by the industry which aids in performing the business
operation in sound proof way.
Qualitative questions
Theme 1: Impact of Covid-19 crisis in Tourism
1. What is the impact of Covid 19 crises in tourism?
Interpretation: One of most effected sector through this global pandemic situation is Tourism
industry. As there is been seen that the government after the striking of pandemic has created a
strict guidelines and a complete restraint in moving out which enormously impacted the tourism
sector and there is a complete decline of the tourist to reach to any place. This restriction on the
trade and travel has negatively impact the travel and tourism sector. This impact has forces
23
a) Enhanced functioning in the company
b) Boosting of sales and revenue generation
c) Improved employee management
0
5
10
15
20
25
30
Column B

various travel industry to shut down their business operation.
Theme 2: Ways used by tourism industry in overcoming the impact of Covid-19 crisis
2. What are the ways used by tourism industry in overcoming the impact of covid 19 crises?
Interpretation: Organizations build and manage the effective tourism through which all the
sustainable tourism can be achieved as all the tourism company should attain and take adaptive
measures through which all the co-operation and the general building of the resilient can be
managed. All the strategies are to be applied in order to manage the effective promotion through
which the public will gain confidence on all the tourism sector. Some of the major that can be
adopted by travel and tourism industry to mitigate the challenges are Strategic decision making
in financial and operations management, Innovative and creative ideas for marketing and
Efficient and effective human resources management
Theme 3: Strategy used by Visit Britain for improving their business performance and activity
after Covid-19
3. What are strategies used by Visit Britain for improving their business performence and activity
after Covid 19?
Interpretation: Visit Britain should impose some varied nature as they should manage the staff
welfare as they are the important asset in all the companies and the organisation so they are required
to manage the training and the staffing to be done in systematic manner. Some of the strategies hey
can use to Strategic change management according to the current circumstances, Smart alterations to
the business model adopted as per the situations and Collaborative and integrated team management
in the area where the performance lacks. This all strategy helps the Visit Britain to improve their
business performance and productivity in better manner.
24

TASK 3
P5 Communicate research outcomes in an appropriate manner for the intended audience
Impact of Covid-19 crisis in Tourism
Information regarding this area of research is being collected from varios books and
journals with the help of well known authors. This is the authentic information which is
discussed in the research because sources used are the relevant ones which highly evidenced the
written information presented in literature review.
Ways used by tourism industry in overcoming the impact of Covid-19 crisis
Information regarding this area of research is being collected from the different articles
and case studies which are real time and some are hypothetical as well. These are sources which
contains the news and company's reviews about the research topic which are included in the
research report for better authenticity and relevancy of the information.
Strategy used by Visit Britain for improving their business performance and activity after
Covid-19
Information regarding this area of research is being collected from the surveys which is
conducted with the help of respondents along with the internet websites and basic google search.
These are the websites which specifically provides the information on the research topic which
proves to be reliable in nature.
TASK 4
P6 Reflection on the effectiveness of research methods
The current research is very beneficially for me as it aids my understanding on the topic in
significant manner. With the investigation I acquire detailed knowledge on the tropic as well as
certain skill in me is also being developed which is data analytical skill and research skill.
Research methods used in the current research are effective because they are suitable and
compatible with the research topic and the data collection methodologies as well. The existing
investigation also aids in identifying the strength and weakness that I have in myself. The
strength which is possess in great time management which assist me in completing the activities
in given time duration. The weakness which I have is poor communication skill. It was difficult
for me to collect the data using primary method because approaching each and every respondent
25

require communication and interaction. Other than this, entire research methods are effectively
used on order to conduct the current investigation.
P7 Alternative reserach methodology
Interview can be used as the alternative research methodology because this helps in the
personal interaction with the people and gathering the responses in an effective manner because
face to face communication provides more relevant information about the issue.
CONCLUSION
From this above report it is concluded that, tourism industry is an important sector which
helps out to gain the revenue for the country and they helps out in generating the GDP and also
in managing the effective profit. With the arrival of Pandemic COVID-19 their is seen that
tourism sector is majorly being affected and this created a downfall and negative impact on it as
their was seen a major loss along with it the decline in the staff, tourist and no proper source to
provide salary to the employees. The Visit Britain can apply and manage local tourism to be
promoted through which the growth can be gained and the innovation will lead to build trust in
the tourist by getting safe environment. Further it is also concluded that the company can try to
focus on the local tourism and can also connect and make various promotional activities through
which growth and the revenue generation can be gained and managed.
RECOMMENDATION
It can be recommended that the visit Britain can there by enforce and increase the local
tourism through which they will be able to gain much more revenue generation and their will be
opted different offers and the promotional strategies through which they can connect with
numerous of tourist within the shorter span of time. This will make them to explore and their
search and will also maintain the gain and the profit to be earned with the trust that is being build
between the Visit Britain and the tourists (Hemmonsbey, Tichaawa, and Knott, 2021). The
company can also try to upgrade and maintain all the advanced features through which the
digitalised requirements and the techniques can be applied and that will some how manage and
promote the growth and the innovation through which the social distancing can be managed and
take the regulations of the government can there by being followed. As for all the tourism sector
26

the main dependency is the resources and the management of the work and their administration.
So they can eventually make all their teams to work in a significant manner through which they
can connect and make the loyal customer base and should also focus on providing the strategies
in which the regular feedbacks and the issues of the tourist can be taken up. This will make them
feel more confidence and trustable towards the company.
27

REFERENCES
Books and Journals
Abbas, J., and et. al, 2021. Exploring the impact of COVID-19 on tourism: transformational
potential and implications for a sustainable recovery of the travel and leisure
industry. Current Research in Behavioral Sciences. 2. p.100033.
Anguera-Torrell, and et. al., 2021. Urban tourism performance index over the COVID-19
pandemic. International Journal of Tourism Cities.
Daniel, B., Kumar, V. and Omar, N., 2018. Postgraduate conception of research methodology:
implications for learning and teaching. International Journal of Research & Method in
Education. 41(2). pp.220-236.
Donthu, N. and Gustafsson, A., 2020. Effects of COVID-19 on business and research.
Hemmonsbey, J., Tichaawa, T.M. and Knott, B., 2021. Strategic conceptualisation of the South
African sport tourism sector’s response to the Covid-19 pandemic. African Journal of
Hospitality, Tourism and Leisure, 10(1), pp.54-68.
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APPENDIX
QUESTIONNAIRE
Name
Age
Gender
Q1) According to you, rate the impact of Covid 19 crises on tourism industry
a) Major
b) Average
c) Minor
Q2) Which area in tourism industry got affected more due to the Covid 19 crises?
a) Productivity
b) Employee performance
c) Workflow structure
Q3) Which domain in tourism industry got affected more due to the Covid 19 crises?
a) Food and beverages
b) Accommodations
c) Outings
Q4) According to you, which way can be the most effective to adopt by tourism industry for
overcoming Covid 19 crises?
a) Strategic decision making in financial and operations management
b) Innovative and creative ideas for marketing
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c) Efficient and effective human resources management
Q5) Rate the benefits of ways adopted by the tourism industry to overcome the impact of Covid
19 crises.
a) Major
b) Average
c) Minor
Q6) Which area got the most benefits in tourism industry after implementing the ways to
overcome the Covid 19 crises?
a)Productivity
b) Employee performance
c) Workflow structure
Q7) Which domain got the most benefits in tourism industry after implementing the ways to
overcome the Covid 19 crises?
a) Food and beverages
b) Accommodations
c) Outings
Q8) What can be most appropriate strategy to improve the business performance after Covid 19
crises?
a) Strategic change management according to the current circumstances
b) Smart alterations to the business model adopted as per the situations
c) Collaborative and integrated team management in the area where the performance lacks
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Q9) Rate the improvements reflected in the business performance after implementing the
improvement strategies.
a) Major
b) Average
c) Minor
Q10) Major advantage received by tourism industry after implementing the ways and strategies
for overcoming the Covid 19 crises and improvement within business.
a) Enhanced functioning in the company
b) Boosting of sales and revenue generation
c) Improved employee management
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