Travel and tourism sector response to Covid-19 and crisis management practices: A study on Hilton

Research proposal

INTRODUCTION
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.
Research questions
 1 What is the response of covid-19 and crisis management practice at travel and tourism
businesses at Hilton?
 2 What strategies are adopted in crisis management practice within hospitality services at
Hilton?

 3 What are the challenges faces in crisis management practice due to covid-19 at
hospitality services within Hilton?
 4 What are the new strategies which have been recommended for implementation of
crisis management within Hilton?
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.
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