Crisis Management Practices after Covid-19 in Travel and Tourism Sector: A Study on Hilton

This research proposal focuses on crisis management practices after Covid-19 in the travel and tourism sector, with a case study on Hilton. The study aims to identify the response of the sector to Covid-19, analyze crisis management strategies adopted by Hilton, assess challenges faced, and recommend new strategies for implementation.

International Travel and Tourism Management
Unit 18 and Unit 19 Research Project (RQF) L5
Project Proposal Form
Student Name Student ID
Tutor Date
Unit Number:
Research Theme: Sustainability in Tourism and Hospitality
Research Topic:
Section One: Title, aims, objectives
TOPIC
Travel and tourism sector response to Covid-19 and crisis management practices
Background of study
Covid-19 has come up as one of the most severe crisis within hospitality industry where organizations are
facing huge unpredictable impact on business particularly within crisis situations such as operations. The idea of
managing crisis holds specific importance, where managing crisis holds specific response for companies top
achieving quality holds crucial importance. Unexpected Covid-19 crisis within pandemic has been found to be one of
the major aspect where resources are scaled towards new emerging competent scenarios (Wut, Xu, and Wong, 2021).
The research will bring on detailed analysis on travel and tourism sector response to covid -19, within crisis
management practices significantly. Hilton being one of the most reputed company, within hospitality organization
has been diversely growing within business avenues significantly on untapped parameters.
Aim
To analyse crisis management practice after covid-19, within travel and tourism sector. A study on Hilton.
Objectives
 To identify travel and tourism sector response to Covid -19 and crisis management practice
 To analyse strategies adopted in crisis management practice within hospitality services at Hilton.
 To assess challenges faced in crisis management practice within Covid-19 at hospitality services within
Hilton.
 To recommend new strategies for implementation of crisis management within Hilton.
Section Two: Reasons for choosing this research project

Rationale
The rationale behind conducting research on crisis management can be understood that it plays crucial role
for enhances working expertise significantly, where Covid-19 has been found to be one of the most severe crisis.
Hospitality services evolved within crisis are found to be majorly impacted. Where slowdown in revenue and
customers bookings have been analysed to be one of the major parameter. By evolving towards crisis management
strategies, hospitality services are significantly expanding towards new parameters for untapped functional rise
rapidly.
Section Three: Literature sources searched
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Literature Review
According to Lai and Wong, (2020), Crisis management refers to the procedure through which companies handle
unexpected events and disruptive which causes or potentially harms the business and its stakeholders.
As globalization has extended the unpredictability of global environments. Organizations attempts to
recognise the events which have the potential to harm the business even before they arise through
plans for dealing and eliminating them.
As per the views of Reuter, Hughes and Kaufhold, (2018), crises can result from unpredictable events and
consequences of situation which is considered as potential harm. The nature of crisis is based on the
decisions based on external environments and sometimes internal environment. Damages of the crisis
depends upon the nature of the crisis. Crisis management helps the organizations in preparing the
individuals to face the adverse conditions and developments with courage and determination in the
organizations. It also helps the individuals to adjust well and properly with the sudden changes or
improvements in the companies.
Similarly Wut, Xu and Wong, (2021), also said that crisis involves procedures and activities which assist the
managers to analyse and understand unpredicted events which leads to uncertainty in business and
organizations. It also teaches the employees critical thinking through which they can reach to
appropriate decisions. It also enables managers to make effective coordination among all the
departments for overcoming emergency and uncertain situations. This also improves the effective
communication with other people at organizations for trying their best to overcome the crisis.
However, Zamoum, and Gorpe, (2018), contrasted that, many crisis offers opportunities for recognising the gaps in
organizational crisis management planning. It is the ultimate test of previous planning efforts of an
organization. Being prepared for the crisis is the ultimate priority for all the organizations regardless of
their size and types. Crisis management can help in testing skills, capabilities and strengths of the
companies. Even when the companies are not prepared for the crisis they can still implement good and
strong crisis management practices or improving their response to crisi and the other crisis which can
inevitably come with the crisis.
Wolbers, Boersma and Groenewegen, (2018), also stated that, Crisis management after covid-19, have forced
companies to explore the plans through which they can survive the crisis of mammoth proportions. As
COVID-19 have increased the global and economic disruption and business and uncertainty as well.
The companies in those times are grappling along management of impacts of outbreak on the capacity
and abilities to meet the strategic goals of the companies as well as with the customer needs and
demands. Sylkin and et.al., (2019), in this uncertain situation immediate action is required in order to
protect long-term and mid-term results of the companies. Crisis management also helps the companies
to address their employee well-being, supply chain and other legal issues which might trigger crisis.
As per the views of Broshi-Chen and Mansfeld, (2021) travel and tourism sector response to covid-19 and crisis
management practices has been found to be significantly wide, where companies are adopting new scale vision for
untapped competitive abilities. The sector has been also evolving to bring on new scale services, based on latest crisis
management practices and to develop crucial competitive frameworks. Crisis management practices, enables travel
and tourism sector to respond immediately, based on corporate expertise dynamically for competitive development.
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Recent research on covid-19 impact, has been found to be one of the most significant impact faced by companies
within recent time when business are found to be adapting new scale services. It further evolves focus on fact that
crisis management further enhances abilities to develop immediate response.
Section Four: Activities and timescales
Activities to be carried out during the research
project (e.g. planning, conducting research,
analysis, write-ups)
How long this will take: (See Gantt Chart below)
Activities W-1 W-2 W-3 W-4 W-6 W-7 W-8 W-9 W-10 W-11 W-12 W-13
Selecting
topics
Drafting
aims and
objectives
Secondary
data analysis
Primary
research
Data analysis
Interpreting
Findings
Drafting
final
proposal
Approval
Section Five: Research approach and methodologies
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Research Methodology
Research methodology refers to the procedures and techniques of collecting information and knowledge on a
particular concept. In research methodology, various methods are used considering most useful and valuable for the
current research on crisis management practices after covid-19, within travel and tourism sector in Hilton are
described as below:
Research philosophy: Basically there are two types of research philosophy: positivism and interpretivisim. For
the current research on crisis management practices after covid-19, within travel and tourism sector in Hilton,
positivism philosophy will be used (Tokakis, Polychroniou and Boustras, 2019). This philosophy will helps the
researcher in gathering and evaluating data from larger sample in less time.
Research approach: There are two types of research approaches such as inductive and deductive. In the current
research on crisis management practices after covid-19, within travel and tourism sector in Hilton, deductive
approach is convenient as it will help the researcher in evaluating quantitative data without taking additional time and
resources.
Research strategy: There are various research strategies which includes survey questionnaire, experiment, case
study and action research etc. For the current research on crisis management practices after covid-19, within travel
and tourism sector in Hilton, survey questionnaire and secondary data collection will be used as it will help in
gathering data including first hand data and second hand data as well (Snyder, 2019).
Research choice: Basically there are two research choices such as qualitative and quantitative. For the current
research on crisis management practices after covid-19, within travel and tourism sector in Hilton, qualitative data
and quantitative data both the choice will be used, because it will help the researcher in collecting data in numbers
and not takes maximum time that result in attainment of all objectives in effective manner. Therefore it will be
beneficial for the researcher to analyse both the aspects of data (Mohajan, 2018).
Data collection: Basically, Primary and secondary are most important methods of data collection. Both
methods of data collection are valuable in present study. For collecting primary information, questionnaire will be a
chosen research instrument. For the current research on crisis management practices after covid-19, within travel and
tourism sector in Hilton, secondary data, books, journals, magazines, publication research etc. sources will be used.
Therefore, both primary and secondary methods of data collection are beneficial as they will assist the researcher in
attaining research aim and objectives.
Sampling and target group: Basically, there are two techniques of sampling such as probability sampling and non-
probability sampling (Zangirolami-Raimundo, Echeimberg and Leone, 2018). For the current research
on crisis management practices after covid-19, within travel and tourism sector in Hilton, as will it
provide quantitative data from larger sample in less time as well. Through probability sampling, 20
managers of Hilton will be selected for data collection.
Data analysis: For the current research on crisis management practices after covid-19, within travel and tourism
sector in Hilton, frequency distribution analysis as an analytical tool will be adapted by researcher for
data collection and quantitative information from primary and secondary data (Ørngreen and
Levinsen, 2017).
Comments and agreement from tutor
Comments (optional)
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I confirm that the project is not work which has been or will be submitted for another qualification and is
appropriate
Agreed Name: Date:
Comments and agreement from project checker (if applicable)
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Gantt Chart:
Mileston
e
Projective
Activities
W
1
W
3
W
4
W
7
W
8
W1
1
W1
2
W1
6
W1
7
W2
0
W2
1
W2
3
W2
4
M1 Project
formulation
and Project
Planning
M2 Literature
Review
M3 Methodolog
y
M4 Data
Collection
and
Analysis
M5 Discussion
of the
results,
including
reflection
M6 Report
writing
M7 Presentatio
n of the
manageme
nt
Achievement based on Gantt chart (Part of formative assessment)
Week Milestones and Activities to be Carried Out Tutor’s feedback and date
W3 Problem formulation and Project Planning
Research Problem/issues identification and research rationale
Research Topic and title
Research aims and objectives
W7 Literature Review
Identify and collect relevant literature
Review of key
W11 Methodology
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Identification and selection of methodologies
Evaluation and choice of methodology
Select data collection methods and sampling
Choice of data analytical techniques
W16 Data Collection and Data Analysis
Data collection
Data Analysis
Data presentation and Interpretation
W20 Analysis and Discussion
Analysis and discussion of the findings
Reflection on the outcomes and methods used
Recommendations for improvement
W23 Report writing
Writing-up the report in appropriate format
Presentation in right media
W24 Presentation of the project outcomes to the intended audience
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Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data
collected from human participants are required to gain ethical approval before commencing their
research. Please answer all relevant questions and note that your form may be returned if
incomplete.
For further support and guidance please see your respective Unit Tutor.
Before competing this form, we advise that you discuss your proposed research fully with
your Unit Tutor. Please complete this form in good time before your research project is due
to commence.
Section 1 Basic Details
Project title:
Student name:
Student ID Number:
Programme:
College:
Intended research start date:
Intended research end date:
Section 2 Project Summary
Please select all research methods that you plan to use as part of your project:
(Copy and paste the tick where applicable)
Interviews:
Questionnaires:
Observations:

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Use of Personal Records:
Data Analysis:
Action Research:
Focus Group:
Other (Please specify):
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Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Who are the participants? Tick all that apply:
Ages 12-16:  Young People aged 17-18:  Adults: 
How will participants be recruited (identified and approached)?
Describe the processes you will use to inform participants about what you are doing:
How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
Studies involving questionnaires: Will participants be given the option of omitting questions they
do not wish to answer?
Yes:  No: 
If No please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation (i.e. give them a brief explanation of
the study)?
Yes:  No: 
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general)
Yes:  No: 
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Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection Act
(1998) Yes:  No: 
Who will have access to the data and personal information?
During the research:
Where will the data be stored?
Will mobile devices such as USB storage and laptops be
used? Yes:  No: 
If yes, please provide further details:
After the research:
Where will the data be stored?
How long will the data and records be kept for and in what format?
Will data be kept for use by other researchers?
Yes:  No: 
If yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns?
Yes:  No: 
If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of your
research. Please consider/address all issues that may apply. Ethical concerns may include, but are not
limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
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• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
• Reporting.
• Dissemination and use of your findings.
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Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes: No:
I have discussed the ethical issues relating to my research with my Unit Tutor: Yes: No:
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that may arise in the course of
my research.
Name: .....................................................................................................................................................................
Date: ...................................................................................
Please submit your completed form to ......................................................................................................................................................................
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