Importance of Crisis Management in Hospitality Industry during Covid-19 Pandemic: A Study on Hilton

This research aims to identify the importance of crisis management in the hospitality industry during the Covid-19 pandemic. The study focuses on Hilton and its crisis management strategies. The research objectives include understanding the concept of crisis management, identifying its importance in Hilton during the pandemic, and discussing the theories and methods employed in crisis management. The research is conducted using quantitative data analysis.

RESEARCH PROJECT
(To identify the importance of crisis
management in hospitality industry within
UK at the time of global pandemic Covid 19)

ABSTRACT
The main purpose of conducting this research is to study the importance of crisis
management within the hospitality industry during the time of COVID-19 pandemic. There are
several objectives that will be fulfilled in the whole research such as to understand the concept of
crisis management in the hospitality industry, importance of crisis management in the time of
pandemic in an organisation and to identify the methods and theories involved in crisis
management for improved performance and productivity of the company. In the present research
quantitative data will be collected and interpreted in order to gain aim and objectives of the
research.

ACKNOWLEDGEMENTS
I will like to express my appreciativeness to my teacher for showing the faith and
confidence in me for completing the research in an effective manner. My teacher has provided
me with full guidance ans support to conduct the research on crisis management and why it is
important. I also want to thank them for giving me all the needful resources and books in order to
use reliable and authentic data in the whole research in a successful manner.
Secondly, I also like to show my greatness to my friends, parents and family for
encouraging and inspiring me in the process of the research for completing in the given time
period.

Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMENTS.............................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................5
Background of the research....................................................................................................5
Overview about the company.................................................................................................5
Research problem...................................................................................................................5
Research aim, objectives and questions.................................................................................5
Rationale of the research........................................................................................................6
CHAPTER 2: CRITICAL LITERATURE REVIEW......................................................................7
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................10
Frequency Distribution Table...............................................................................................10
Data Interpretation................................................................................................................11
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................17
CHAPTER 6: CONCLUSION......................................................................................................18
OWN PERFORMANCE REFLECTION ON THE RESEARCH PROCESS..............................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20
Questionnaire........................................................................................................................20

CHAPTER 1: INTRODUCTION
Background of the research
Crisis management plays a crucial role in decreasing the risk of crisis within the
hospitality industry in order to mitigate the loss occurred due to insignificant challenges
(Berbekova, Uysal and Assaf, 2021). Crisis management can be defined as a process of
preparing ways for uncertain negative events in order to minimize the level of threats and
damage caused and getting the company back on track.
Overview about the company
The chosen organisation in the present research is Hilton which is particularly known as a
global brand of delivering full service to the customers staying in the hotel and is famous for its
best ambience and staff service. The hotel was founded by Conrad Hilton in the year 2019 with a
number of 584 hotels and resorts of their own which have around 2,16379 rooms in 94 territories
and countries across six of the continents.
Research problem
The main problem of this present research is that the hospitality industry is facing a
problem of COVID-19 pandemic which results in decreasing the sale and profitability of the
whole business in the market. Pandemic has resulted in a very unexpected crisis that the global
world has faced and effected the productivity and performance of the hospitality sector as they
are mainly dependent on travellers for their business (Donbak, Kirpik and Valeri, 2022). With
the lock-down in all over the world some of the hotel has closed as they are not receiving any
amount of money left to mange their maintenance cost.
Research Title:
To identify the importance of crisis management in hospitality industry within UK at
the time of global pandemic Covid 19.
Research aim, objectives and questions
Research Aim
To identify the importance of crisis management in hospitality industry within UK at
the time of global pandemic Covid 19: “A study on Hilton”
Research Objectives

 To understand the concept of Crisis management within UK hospitality industry during
Covid 19.
 To identify the importance of Crisis management in Hilton in the time of Covid 19.
 To discuss the theories and method employed in crisis management within Hilton at the
time of pandemic Covid 19
Research Questions
 What is the concept of Crisis management within UK hospitality industry during Covid
19?
 What is the importance of Crisis management in Hilton in the time of Covid 19?
 What are the theories and method employed in crisis management within Hilton at the
time of Covid 19?
Rationale of the research
The main idea of conducting this research is to attain knowledge about the COVID-19
pandemic and how it has affected the overall growth and success of the hospitality industry.
There are mainly two types of objectives that is personal and professional. In terms of personal
objective, the researcher will develop several skills and knowledge about the selected topic in an
effective manner (Fung, Tsui and Hon, 2020). Whereas, in terms of professional objective, the
researcher will gain information about crisis management to be used in an organisation and how
it will work.

CHAPTER 2: CRITICAL LITERATURE REVIEW
The concept of Crisis management within UK hospitality industry during Covid 19
According to the view of Olaniran and Scholl (2020), tragedy and accidents are those
events which can not be predicted before. It affects many industries as well as ruin business
operations of many organisation. In such type of crisis, management of the company need to
manage them in significant manner in order to operate their business smoothly. Crisis
management describes as crucial method that help company in order handle these accidents and
mishaps in better manner. It can also be considered as response which are taken by the
organisation in order to ensure that the damage is minimal. Companies can predict the many
failure points of their systems in order to become prepared themselves for them. COVID-19 is
refers to a one of the disruptive events that affects the whole world in many ways. Hospitality
industry is considered one of the most affected industry due to COVID-19 which create many
problems to them in order to operate their business in better manner.
As per the view of Hopp and Hoover (2019), crisis management is describes an activity
that help company in order to deal with crisis in a way that minimise damages as well as enables
the affected business to recover in quick manner. There are many types of crisis that an
organisation faced or may faced while operating their business. It involves natural disasters,
confrontational crisis, technological crisis, organisational misdeeds, rumours as well as
workplace violence. These are not only types of crisis that an organisation faced, there are some
also some events which cannot be predicted before. This makes important for every organisation
in hospitality industry in order to being prepared for handling them in order to operate their
business in better manner. COVID-19 is an also effected crisis that affects the hospitality
industry in order to provide better service to their customers.
The importance of Crisis management in Hilton in the time of Covid 19
In the opinion of Bartsch and Huber (2020), crisis management is important for every
organisation as it helps in saving their business in tough times as well as safeguards their
employees position and customers in better manner. It assist company to build greater trust for its
customers in order to handle crisis situation in the organisation in better manner. The primary
objectives of crisis management is to help in preventing the reputation of an organisation from
the damage, restore stability and calm, return their business to their normal and smooth

operations as well as ensure safety of their people. Crisis management is important for the Hilton
Hotel in order to handle Covid-19 situation properly. This makes organisation to identify all the
important strategies that help them to provide better service to their customers while maintaining
their safety. This will Hotel in order to get prevent their reputation from the damage as well as
develop effective relationship with their customers.
As per the view of Kinateder, Campbell and Choudhury (2021), crisis management plays
an important role in order to handle unexpected situation as well as sudden changes in their
business in better manner. It involves certain activities and processes that help managers and
employees of Hilton Hotel in order to analyse and understand the events that may affects the
whole business and their different operations. Crisis management was also played an important
role in handling the Covid-19 situation in tThe concept of Crisis management within UK
hospitality industry during Covid 19
According to the view of Olaniran and Scholl (2020), tragedy and accidents are those
events which can not be predicted before. It affects many industries as well as ruin business
operations of many organisation. In such type of crisis, management of the company need to
manage them in significant manner in order to operate their business smoothly. Crisis
management describes as crucial method that help company in order handle these accidents and
mishaps in better manner. It can also be considered as response which are taken by the
organisation in order to ensure that the damage is minimal. Companies can predict the many
failure points of their systems in order to become prepared themselves for them. COVID-19 is
refers to a one of the disruptive events that affects the whole world in many ways. Hospitality
industry is considered one of the most affected industry due to COVID-19 which create many
problems to them in order to operate their business in better manner.
As per the view of Hopp and Hoover (2019), crisis management is describes an activity
that help company in order to deal with crisis in a way that minimise damages as well as enables
the affected business to recover in quick manner. There are many types of crisis that an
organisation faced or may faced while operating their business. It involves natural disasters,
confrontational crisis, technological crisis, organisational misdeeds, rumours as well as
workplace violence. These are not only types of crisis that an organisation faced, there are some
also some events which cannot be predicted before. This makes important for every organisation
in hospitality industry in order to being prepared for handling them in order to operate their

business in better manner. COVID-19 is an also effected crisis that affects the hospitality
industry in order to provide better service to their customers.
The importance of Crisis management in Hilton in the time of Covid 19
In the opinion of Bartsch and Huber (2020), crisis management is important for every
organisation as it helps in saving their business in tough times as well as safeguards their
employees position and customers in better manner. It assist company to build greater trust for its
customers in order to handle crisis situation in the organisation in better manner. The primary
objectives of crisis management is to help in preventing the reputation of an organisation from
the damage, restore stability and calm, return their business to their normal and smooth
operations as well as ensure safety of their people. Crisis management is important for the Hilton
Hotel in order to handle Covid-19 situation properly. This makes organisation to identify all the
important strategies that help them to provide better service to their customers while maintaining
their safety. This will Hotel in order to get prevent their reputation from the damage as well as
develop effective relationship with their customers.
As per the view of Kinateder, Campbell and Choudhury (2021), crisis management plays
an important role in order to handle unexpected situation as well as sudden changes in their
business in better manner. It involves certain activities and processes that help managers and
employees of Hilton Hotel in order to analyse and understand the events that may affects the
whole business and their different operations. Crisis management was also played an important
role in handling the Covid-19 situation in the Hilton Hotel in order to operate their business in
better manner. It helps their managers in order to devise strategies that helps in coming out from
this conditions as well as also decide for the future course of action properly. The employees of
Hotel will also help in understanding and analysing the situation that help company in order to
operate their business properly and cooperate with the management and hotel in order to provide
better service to their potential customers in better manner. They also maintain safety in the
organisation as well as follows all the safety measure in order to makes their guest feel safe
while working in the organisation in better manner.
The theories and method employed in crisis management within Hilton at the time of Covid 19?
As per the view of Marker (2020), a crisis management model is describe as the
conceptual framework for all the aspects related to preventing, preparing for, coping with as well
as recovering from a crisis. By viewing the events with the help of model, the managers of crisis

management gain context as well as can effectively apply best practices. Many models related to
crisis management has been developed that are the part of a larger efforts in order to help
company to build capacity as well as skills for anticipating, avoiding and mitigating crisis. Fink's
crisis model is one of the most effective crisis model that divide the crisis in four stages that are
prodromal, acute stage, chronic stage and resolution stage. By applying this model Hilton Hotel
effectively handle the situation of Covid-19 crisis and operate their business in better manner.
In the opinion of Iqbal, Bundy and Pfarrer, (2021), crisis management models is
describes as new methods, metrics as well as types of communication which has been established
in order to prevent organisation from the same crisis from happening again. Crisis management
models are available in various forms in order to help company to operate their business in better
manner. Gonzalez-Herrero and Pratt crisis management model is most effective model which
involves three stages that are crisis diagnosis, planning and implementation of changes and
monitoring. This model help management of Hilton Hotel in order to manage and handle the
Covid-19 situation as well as operate their business in better manner. This model prepares their
managers and employees in order to face difficulties with the full courage by identifying them.
This will also help them to design the strategies that are used to prevent from the crisis as well
transform their organisation into emergency state. This model makes their staff to implements
changes as well as react to the new situation in which the company operates.
he Hilton Hotel in order to operate their business in better manner. It helps their managers in
order to devise strategies that helps in coming out from this conditions as well as also decide for
the future course of action properly. The employees of Hotel will also help in understanding and
analysing the situation that help company in order to operate their business properly and
cooperate with the management and hotel in order to provide better service to their potential
customers in better manner. They also maintain safety in the organisation as well as follows all
the safety measure in order to makes their guest feel safe while working in the organisation in
better manner.
The theories and method employed in crisis management within Hilton at the time of Covid 19?
As per the view of Marker (2020), a crisis management model is describe as the
conceptual framework for all the aspects related to preventing, preparing for, coping with as well
as recovering from a crisis. By viewing the events with the help of model, the managers of crisis
management gain context as well as can effectively apply best practices. Many models related to

crisis management has been developed that are the part of a larger efforts in order to help
company to build capacity as well as skills for anticipating, avoiding and mitigating crisis. Fink's
crisis model is one of the most effective crisis model that divide the crisis in four stages that are
prodromal, acute stage, chronic stage and resolution stage. By applying this model Hilton Hotel
effectively handle the situation of Covid-19 crisis and operate their business in better manner.
In the opinion of Iqbal, Bundy and Pfarrer, (2021), crisis management models is
describes as new methods, metrics as well as types of communication which has been established
in order to prevent organisation from the saThe concept of Crisis management within UK
hospitality industry during Covid 19
According to the view of Olaniran and Scholl (2020), tragedy and accidents are those
events which can not be predicted before. It affects many industries as well as ruin business
operations of many organisation. In such type of crisis, management of the company need to
manage them in significant manner in order to operate their business smoothly. Crisis
management describes as crucial method that help company in order handle these accidents and
mishaps in better manner. It can also be considered as response which are taken by the
organisation in order to ensure that the damage is minimal. Companies can predict the many
failure points of their systems in order to become prepared themselves for them. COVID-19 is
refers to a one of the disruptive events that affects the whole world in many ways. Hospitality
industry is considered one of the most affected industry due to COVID-19 which create many
problems to them in order to operate their business in better manner.
As per the view of Hopp and Hoover (2019), crisis management is describes an activity
that help company in order to deal with crisis in a way that minimise damages as well as enables
the affected business to recover in quick manner. There are many types of crisis that an
organisation faced or may faced while operating their business. It involves natural disasters,
confrontational crisis, technological crisis, organisational misdeeds, rumours as well as
workplace violence. These are not only types of crisis that an organisation faced, there are some
also some events which cannot be predicted before. This makes important for every organisation
in hospitality industry in order to being prepared for handling them in order to operate their
business in better manner. COVID-19 is an also effected crisis that affects the hospitality
industry in order to provide better service to their customers.

The importance of Crisis management in Hilton in the time of Covid 19
In the opinion of Bartsch and Huber (2020), crisis management is important for every
organisation as it helps in saving their business in tough times as well as safeguards their
employees position and customers in better manner. It assist company to build greater trust for its
customers in order to handle crisis situation in the organisation in better manner. The primary
objectives of crisis management is to help in preventing the reputation of an organisation from
the damage, restore stability and calm, return their business to their normal and smooth
operations as well as ensure safety of their people. Crisis management is important for the Hilton
Hotel in order to handle Covid-19 situation properly. This makes organisation to identify all the
important strategies that help them to provide better service to their customers while maintaining
their safety. This will Hotel in order to get prevent their reputation from the damage as well as
develop effective relationship with their customers.
As per the view of Kinateder, Campbell and Choudhury (2021), crisis management plays
an important role in order to handle unexpected situation as well as sudden changes in their
business in better manner. It involves certain activities and processes that help managers and
employees of Hilton Hotel in order to analyse and understand the events that may affects the
whole business and their different operations. Crisis management was also played an important
role in handling the Covid-19 situation in the Hilton Hotel in order to operate their business in
better manner. It helps their managers in order to devise strategies that helps in coming out from
this conditions as well as also decide for the future course of action properly. The employees of
Hotel will also help in understanding and analysing the situation that help company in order to
operate their business properly and cooperate with the management and hotel in order to provide
better service to their potential customers in better manner. They also maintain safety in the
organisation as well as follows all the safety measure in order to makes their guest feel safe
while working in the organisation in better manner.
The theories and method employed in crisis management within Hilton at the time of Covid 19?
As per the view of Marker (2020), a crisis management model is describe as the
conceptual framework for all the aspects related to preventing, preparing for, coping with as well
as recovering from a crisis. By viewing the events with the help of model, the managers of crisis
management gain context as well as can effectively apply best practices. Many models related to
crisis management has been developed that are the part of a larger efforts in order to help

company to build capacity as well as skills for anticipating, avoiding and mitigating crisis. Fink's
crisis model is one of the most effective crisis model that divide the crisis in four stages that are
prodromal, acute stage, chronic stage and resolution stage. By applying this model Hilton Hotel
effectively handle the situation of Covid-19 crisis and operate their business in better manner.
In the opinion of Iqbal, Bundy and Pfarrer, (2021), crisis management models is
describes as new methods, metrics as well as types of communication which has been established
in order to prevent organisation from the same crisis from happening again. Crisis management
models are available in various forms in order to help company to operate their business in better
manner. Gonzalez-Herrero and Pratt crisis management model is most effective model which
involves three stages that are crisis diagnosis, planning and implementation of changes and
monitoring. This model help management of Hilton Hotel in order to manage and handle the
Covid-19 situation as well as operate their business in better manner. This model prepares their
managers and employees in order to face difficulties with the full courage by identifying them.
This will also help them to design the strategies that are used to prevent from the crisis as well
transform their organisation into emergency state. This model makes their staff to implements
changes as well as react to the new situation in which the company operates.
me crisis from happening again. Crisis management models are available in various forms in
order to help company to operate their business in better manner. Gonzalez-Herrero and Pratt
crisis management model is most effective model which involves three stages that are crisis
diagnosis, planning and implementation of changes and monitoring. This model help
management of Hilton Hotel in order to manage and handle the Covid-19 situation as well as
operate their business in better manner. This model prepares their managers and employees in
order to face difficulties with the full courage by identifying them. This will also help them to
design the strategies that are used to prevent from the crisis as well transform their organisation
into emergency state. This model makes their staff to implements changes as well as react to the
new situation in which the company operates.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology can be defined as a systematic process of collecting and analysing
information on the selected topic in a summarised manner. Research methodology is considered
as the main section of the whole research and helps the researcher in gathering detailed
information by using different methods for accurate and reliable information (Mukherjee, 2019.
Research philosophy
There are two methods of research philosophy that are generally known as positivism and
interpretivism. As per the present investigation, the investigator has chosen positivism
philosophy for acquiring better information. The reason for choosing positivism philosophy is
that it helps in deriving detailed information about the crisis management so that accurate and
valuable information can be gained.
Research approach
Research approaches are mainly divided into two types that is deductive and inductive
approaches. For carrying out the present research in an effective manner, the researcher has
selected deductive approach (Mertler, 2019). This deductive approach is selected because it helps
in testing the present and future theories and hypothesis in the correct way.
Research strategy
Research strategy is the main part of the research methodology and consists of various
elements such as survey, focus group, interview, questionnaire, systematic literature review,
experimental research and many more. The researcher has selected survey method in the present
investigation. The main benefit of selecting survey method is that it helps in calculating
numerical data in a more accurate and reliable manner.
Research choice
There are two types of research choice such as quantitative and qualitative method.
Quantitative method is selected by the investigator in the present conducted investigation in a
successful manner (Alavi and et. al., 2018). The idea behind selecting this research method is
that it is easy to understand and calculate large sampling data for analysing purpose.
Time horizon
Time horizon is classified into two parts that are known as cross-sectional and
longitudinal method. In the current carried on investigation, the investigator has chosen cross-

sectional method (Park, 2020). The reason for choosing this method is that it helps the
investigator in gathering and analysing numerical data in a timely manner and in less cost.
Data collection
Primary and secondary are defined as the methods of collecting data by the researcher. In
the present research, the researcher has selected both the methods that is primary and secondary.
The reason for selecting both the methods is that it helps the researcher in collecting and
interpreting data from various different sources like questionnaire.
Data analysis
There are different types of data analysis techniques such as frequency distribution,
thematic analysis and so on. For conducting the present research, the researcher has chosen
frequency distribution analysis method (Farokhi and Roghanian, 2018). The reason for selecting
frequency distribution because it helps in deriving correct and reliable information from the large
set of population.
Sampling
Sampling is of two types and are primarily known as probability and non-probability
sampling methods. In the current research, the researcher has used probability sampling and in
this also random sampling method is used further. It is more relevant for the researcher as it
helps in gathering information from equal and fair participants. The researcher has selected 20
employees of Hilton in order to carry out the research in a proper manner.

CHAPTER 4: DATA ANALYSIS AND FINDINGS
Frequency Distribution Table
Q1) Do you think, crisis management plays a crucial role in managing the
crisis within the UK hospitality industry during COVID-19?
Frequency
a) Yes 15
b) No 2
c) May be 3
Q2) As per your perspective, how efficient and productive is crisis
management for the hospitality industry in the time of COVID-19?
Frequency
a) Highly efficient 14
b) Less efficient 4
c) Not efficient 2
Q3) As per your idea, what are the different types of theories that help Hilton
in managing the crisis in the time pandemic?
Frequency
a) Providing training to employees 7
b) Builds healthy and safe working culture 4
c) Using social media for promoting services 5
d) Making effective plans 4
Q4) As per your perspective, what is the importance of crisis management in
Hilton during the time of pandemic?
Frequency
a) Increased profitability and productivity 4
b) Improved working culture 6
c) Reducing the level of risk 5
d) Builds effective communication 5
Q5) According to your idea, what are the challenges faced by Hilton in the Frequency

absence of strong crisis management practices during the time of pandemic
situation globally?
a) Reduced productivity 4
b) High rate of pre-booking cancellation 6
c) Poor management of supply chain 7
d) Low profitability and revenue 3
Q6) As per your thinking, what are the different practices related to crisis
management used by Hilton for improved performance and productivity
during COVID-19?
Frequency
a) Building a strong crisis management team 3
b) Developing productive relation with others 7
c) Providing incentives and discounts to customers 6
d) Using resources effectively 4
Q7) Do you think, crisis management practices adopted by Hilton helps in
managing the crisis in an effective manner in the pandemic time?
Frequency
a) Strongly agree 6
b) Agree 7
c) Neutral 4
d) Disagree 3
Data Interpretation
Table 1: Crisis management plays a crucial role in managing the crisis within the UK hospitality
industry during COVID-19
Q1) Do you think, crisis management plays a crucial role in managing the
crisis within the UK hospitality industry during COVID-19?
Frequency
a) Yes 15

b) No 2
c) May be 3
Interpretation:
It is being analysed from the above graph that out of 20 participants, 15 said that crisis
management plays a crucial role in managing the crisis within the UK hospitality industry during
COVID-19. Crisis management plays a vital role in business as they focus on reducing the
uncertain situation as it can influence the performance and productivity of business. The other 2
thinks that crisis management doesn’t play an important role within business for managing crisis.
At last 3 states that may be crisis management plays a crucial role in managing the crisis within
the UK hospitality industry during COVID-19.
Table 2: How efficient and productive is crisis management for the hospitality industry in the
time of COVID-19
Q2) As per your perspective, how efficient and productive is crisis
management for the hospitality industry in the time of COVID-19?
Frequency
a) Highly efficient 14
b) Less efficient 4
c) Not efficient 2

Interpretation:
The above graphical representation illustrates that out of 20 respondents, 14 said that
during COVID 19 crisis management is highly efficient for the hospitality industry in the time of
pandemic. Another 4 have opinion that crisis management is less efficient for hospitality at the
time of COVID 19. At last, 2 state that crisis management is not efficient for the hospitality
industry at the time of pandemic.
Table 3: Different types of theories that help Hilton in managing the crisis in the time pandemic
Q3) As per your idea, what are the different types of theories that help Hilton
in managing the crisis in the time pandemic?
Frequency
a) Providing training to employees 7
b) Builds healthy and safe working culture 4
c) Using social media for promoting services 5
d) Making effective plans 4

Interpretation:
From the above graphical representation it is being analysed that out of 20 participants, 7
have opinion that providing training to employees is one of the different types of theory that help
Hilton in managing the crisis during pandemic. Hotel must focus on providing training and
development opportunity to their staff in order to improve their performance and productivity
during pandemic. Beside this 4 said that builds healthy and safe working culture is another type
of theory that help Hilton while managing the crisis situation at the time of COVID 19. By
creating healthy and safe working culture helps in increasing the engagement and dedication
level of employees due to which they give better outcomes. The other 5 have perspective that
using social media for promoting services is the type of theory that help Hilton while managing
the crisis at the time of pandemic. The remaining 4 said that making effective plans is the type of
theory that help hotel to manage the crisis situation in better manner. Hilton should focus on
creating effective plan so that they can deal the pandemic situation in significant manner.
Table 4: Importance of crisis management in Hilton during the time of pandemic
Q4) As per your perspective, what is the importance of crisis management in
Hilton during the time of pandemic?
Frequency
a) Increased profitability and productivity 4
b) Improved working culture 6
c) Reducing the level of risk 5

d) Builds effective communication 5
Interpretation:
It is being interpreted from the above graph that out of 20 respondents, 4 have viewpoint
that increased profitability and productivity is one of the importance of crisis management in
Hilton during the time of pandemic. Another 6 said that improved working culture is an
importance of crisis management in hotel at the time of COVID 19. The pandemic has improved
the working culture of organisation due to which they can attract more and more talented
employees within workplace in post pandemic. Beside this, 5 have opinion that reducing the
level of risk is another importance of crisis management in Hilton during pandemic. At last 5
said that builds effective communication is an importance of crisis management during COVID
19.
Table 5: Challenges faced by Hilton in the absence of strong crisis management practices during
the time of pandemic situation globally
Q5) According to your idea, what are the challenges faced by Hilton in the
absence of strong crisis management practices during the time of pandemic
situation globally?
Frequency
a) Reduced productivity 4

b) High rate of pre-booking cancellation 6
c) Poor management of supply chain 7
d) Low profitability and revenue 3
Interpretation:
The above graph depicts that out of 20 participants, 4 have opinion that reducing
productivity is the challenge which is faced by Hilton due to the absence of strong crisis
management practices during the time of pandemic situation globally. Beside this 6 have said
that high rate of pre-booking cancellation is the challenges faced by Hilton in the absence of
strong crisis management practices during the time of pandemic situation globally. The other 7
have perception that poor management of supply chain is the challenge which is faced by hotel
due to absence of strong crisis management in pandemic as it influences the operation activities
of hotel. The remaining 3 said that low profitability and revenue is the challenge which is faced
by Hilton due to absence of crisis management in pandemic.
Table 6: Different practices related to crisis management used by Hilton for improved
performance and productivity during COVID-19
Q6) As per your thinking, what are the different practices related to crisis
management used by Hilton for improved performance and productivity
during COVID-19?
Frequency

a) Building a strong crisis management team 3
b) Developing productive relation with others 7
c) Providing incentives and discounts to customers 6
d) Using resources effectively 4
Interpretation:
It is being determined from the above graph that out of 20 participants, 3 thinks that
building strong crisis management team is crisis management practice which is used by Hilton
for improving their performance and productivity during COVID-19. Another 7 have opinion
that developing productive relation with others is the practice related to crisis management which
is used by hotel for improving the performance and productivity during pandemic. The other 6
depicts that providing incentive and discount to customers is the practice which is related to
crisis management used by Hilton for enhancing the productivity and performance during
pandemic. The remaining 4 have opinion that using resources effectively is the crisis
management practice which is used by hotel for managing the performance and productivity of
business at the time of pandemic.
Table 7: Crisis management practices adopted by Hilton helps in managing the crisis in an
effective manner in the pandemic time
Q7) Do you think, crisis management practices adopted by Hilton helps in Frequency

managing the crisis in an effective manner in the pandemic time?
a) Strongly agree 6
b) Agree 7
c) Neutral 4
d) Disagree 3
Interpretation:
The above graph shows that out of 20 respondents, the majority of 7 said that they are
agree with the statement that crisis management practices adopted by Hilton help in managing
the crisis in effective manner as through using crisis management practices company can deal
with the uncertain situation in effective manner and also give their better results.

CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS &
SUGGESTIONS FOR FURTHER WORK
Critical appraisal
It is being interpreted from the above literature review that the concept of crisis
management is wider as it includes the ways through which company can deal with the issues
and uncertain situation. Crisis management plays a crucial role within business as they help in
increasing the productivity and performance of business due to which they can handle and
prepare for hazardous situation. Crisis managers help in anticipating the likely threats and
developing effective strategies to overcome with the impact and to improve the business
operations of hospitality industry. There are different theory that help hotel to manage crisis such
as providing training to employees, building healthy and safe working culture and many others.
Recommendation
It is being recommended that Hilton must focus on overcoming the challenges faced
due to the absence of crisis management team. It can be mitigate by creating strong crisis
management team so that they can give their productive outcomes in solving the issues and
handling the crisis situation in better manner. Hilton must also focus on providing incentive
and reward to employees as it helps in increasing their morale and motivation level due to
which they contribute their best outcomes.
Suggestion for Further Work
It is being suggested that researcher may also focus on using qualitative research method
for gathering the information related to the topic in which they can use interview method for
assembling data from different respondents.

CHAPTER 6: CONCLUSION
From the above information it is being concluded that crisis management is one of the
important management function within business as it helps in enhancing the productivity and
growth of business by developing future plans. Through crisis management team, company can
survive and gain competitive advantage in market by framing different strategies and dealing
with uncertain situations. Organisation faces various challenges due to absence of crisis
management team. These issues create a great impact on the performance and productivity of
business. Thus, there are different crisis management practices which are adopted within
workplace so that business can manage the crisis situation in better manner.
OWN PERFORMANCE REFLECTION ON THE RESEARCH PROCESS
This research helps me in improving my knowledge and skills as I have gain more
knowledge about the different research methods through which data is collected in significant
and efficient manner. Through this investigation my skills get improved which helps me in
conducting the research in smooth and efficient manner such as presentation skills, analytical
skills, research skill and many others.

REFERENCES
Books and Journals
Alavi, M and et. al., 2018. Aligning theory and methodology in mixed methods research: Before
design theoretical placement. International Journal of Social Research
Methodology, 21(5), pp.527-540.
Bartsch, S. and Huber, A., 2020. Leadership matters in crisis-induced digital transformation: how
to lead service employees effectively during the COVID-19 pandemic. Journal of
Service Management.
Berbekova, A., Uysal, M. and Assaf, A. G., 2021. A thematic analysis of crisis management in
tourism: A theoretical perspective. Tourism Management, 86, p.104342.
Donbak, E .R., Kirpik, G. and Valeri, M., 2022. An Overview of Crisis Management in
Hospitality Enterprises: The Case of Operating at an International Level Hotel in
Adiyaman. Tourism Risk.
Farokhi, S. and Roghanian, E., 2018. Determining quantitative targets for performance measures
in the balanced scorecard method using response surface methodology. Management
Decision.
Fung, C., Tsui, B. and Hon, A. H., 2020. Crisis management: A case study of disease outbreak in
the Metropark Hotel group. Asia Pacific Journal of Tourism Research, 25(10), pp.1062-
1070.
Hopp, C. and Hoover, G.A., 2019. What crisis? Management researchers’ experiences with and
views of scholarly misconduct. Science and engineering ethics, 25(5), pp.1549-1588.
Iqbal, F., Bundy, J. and Pfarrer, M.D., 2021. Advancing Research Methods in Crisis
Management. In Research in Times of Crisis. Emerald Publishing Limited.
Kinateder, H., Campbell, R. and Choudhury, T., 2021. Safe haven in GFC versus COVID-19:
100 turbulent days in the financial markets. Finance Research Letters, 43, p.101951.
Mertler, C. A., 2019. Quantitative methodology in adolescent research. The Encyclopedia of
Child and Adolescent Development, pp.1-14.
Mukherjee, S. P., 2019. A guide to research methodology: An overview of research problems,
tasks and methods. CRC Press.
Olaniran, B.A. and Scholl, J.C., 2020. Anticipatory model of crisis management and crisis
communication center (CCC) The Need to Transfer New Knowledge to Resources. The
handbook of applied communication research, pp.297-311.
Park, H. W., 2020. A new era of quality & quantity: International journal of methodology-
collaborate or fall behind. Quality & quantity, 54(1), pp.1-2.
Online:
Marker, A., 2020 [Online]. Available through: <https://www.smartsheet.com/content/crisis-
management-model-theories#:~:text=Some%20of%20the%20most%20well,stakeholder
%20theory%2C%20and%20contingency%20theory.>

APPENDIX
Questionnaire
Q1) Do you think, crisis management plays a crucial role in managing the crisis within the UK
hospitality industry during COVID-19?
a) Yes
b) No
c) May be
Q2) As per your perspective, how efficient and productive is crisis management for the
hospitality industry in the time of COVID-19?
a) Highly efficient
b) Less efficient
c) Not efficient
Q3) As per your idea, what are the different types of theories that help Hilton in managing the
crisis in the time pandemic?
a) Providing training to employees
b) Builds healthy and safe working culture
c) Using social media for promoting services
d) Making effective plans
Q4) As per your perspective, what is the importance of crisis management in Hilton during the
time of pandemic?
a) Increased profitability and productivity
b) Improved working culture
c) Reducing the level of risk
d) builds effective communication
Q5) According to your idea, what are the challenges faced by Hilton in the absence of strong
crisis management practices during the time of pandemic situation globally?
a) Reduced productivity
b) High rate of pre-booking cancellation
c) Poor management of supply chain
d) Low profitability and revenue

Q6) As per your thinking, what are the different practices related to crisis management used by
Hilton for improved performance and productivity during COVID-19?
a) Building a strong crisis management team
b) Developing productive relation with others
c) Providing incentives and discounts to customers
d) Using resources effectively
Q7) Do you think, crisis management practices adopted by Hilton helps in managing the crisis
in an effective manner in the pandemic time?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree