Integrating Digital Technologies for Crisis Management in Hospitality Industry: A Case Study of Alain Ducasse at The Dorchester

This research project focuses on the importance of integrating new digital technologies to deal with crisis management in the hospitality industry, with a case study of Alain Ducasse at The Dorchester. The report includes research aim, objectives, literature review, data collection and analysis, and recommendations.

Research Project
1

Chapter 1: Introduction....................................................................................................................3
Chapter 2: Critical Literature Review..............................................................................................4
Chapter 3: Research Methodology...................................................................................................7
Chapter 4: Analysis and Findings..................................................................................................11
Interpretation of data............................................................................................................14
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work-600.........23
Chapter 6: Conclusions..................................................................................................................23
2

Chapter 1: Introduction
Crisis management is defined as an implementation of strategies and policies to deal with
significant and sudden negative event. A crisis can basically occur as a result of an unpredictable
or an unforeseeable consequence of some event. In order to successfully conduct business roles
and responsibility it is important for organisations to understand the need of crisis management,
as it will allow organization to emphasise on five stages that are prevention, mitigation,
preparedness, response and recovery (Barth and Barber, 2017). The present report is conducted
on which is operating as one of the leading restaurants in London, United Kingdom. The present
research include discussion on the importance of integrating new digital technologies to deal
with crisis management as to enhance profitability. For this research aim, objectives, literature
review, data collection and analysis along with certain recommendation is being discussed.
Background
To conduct sustainable business operations in any industry it is essential for an
organization to understand the significance of crisis management. The selected organization is
dealing in hospitality industry which is highly exposed to the elements that can affect company
in adverse manner. In this with the help of understanding the significance of crisis management
company can implement strategies and practices to enhance profitability. The present research
report include discussion on the digital practice in the company along with better recommended
strategies through which company can implement digital technologies in advance may to
overcome the crisis.
Research aim
To investigate the importance of integrating new digital technologies to deal with crisis
management to enhance profitability. A research project on Alain Ducasse at The Dorchester.
Research Objectives
1. To identify the significance of crisis management in the hospitality industry.
2. To assess the current digital practices within Alain Ducasse at The Dorchester to manage
the crisis.
3. To investigate the relationship between implementing digital tools and technologies and
crisis management for Alain Ducasse at The Dorchester growth.
3

4. To be able to recommend better strategies for Alain Ducasse at The Dorchester through
which they can use more advanced digital technologies to overcome the crisis.
Rationale
The current topic is rational and significant as it mainly associated with the importance of
integrating new digital technologies to deal with crisis management in order to enhance
profitability which is essential for organization as they have faced challenges such as COVID-19
etc. that has affected their decision making and profitability. The present research is also vital as
it will help organization to maximise their profitability with the help of managing crisis and
implement digital tools and technologies, that will help them to enhance their overall
productivity. Along with this present research is also important to fulfil academic purpose as
well as educational background of investigator. This research helps in enhancing current level of
competency skill and knowledge of investigator associated to the topic
Research Questions
1. What is the significance of crisis management in the hospitality industry?
2. What are the current digital practices within Alain Ducasse at The Dorchester to manage
the crisis
3. What is the relationship between implementing digital tools and technologies and crisis
management for Alain Ducasse at The Dorchester growth?
4. What are the possible recommendations for Alain Ducasse at The Dorchester through
which they can use more advanced digital technologies to overcome the crisis?
Research scope
The present research is having wider scope as it is conducted on the importance and
significance of crisis management and integration of new digital technologies to enhance
profitability. This report will provide other organization in the same sector to implement
advanced digital technologies through which they can overcome the crisis.
Overview of methodology
To conduct present research investigator has undertaken the use of quantitative research
approach in order to collect information (Baum, Robinson and Solnet, 2020). In this with the
4

help of taking use of positivism research philosophy with the help of deductive approach
investigator aim towards collecting data and facts in numeric manner in order to accomplish
overall objectives. Furthermore, with the help of emphasising on survey strategy investigator will
collect sufficient sample size out of the whole population in order to draw valid conclusions.
Along with this both primary and secondary source of data collection method is being utilised
with the help of random sampling method.
Chapter 2: Critical Literature Review
This structures out to be an imperative segment of each and every examination project which
involves examination and overview of optional type of information that is indispensable and
basically had to set a system and base for an examination. Concerning current examination
various web-based articles and diaries are dissected which depend on the subject of crisis
management in the hospitality industry a conversation and assessment of which is given as
underneath:
Significance of crisis management in the hospitality industry
According to the viewpoint of Beirman, (2020) crisis management is deis fined as a process that
allow organization to overcome the challenges that are unexpected and disrupted. Ttome certain
issues that can threaten or harm the organization or its stakeholders. It is important to deal with
crisis as these are sudden emergency situations that can affect overall profitability and
productivity of organization. It has been analysed that organizations in hospitality industry
conduct their roles and responsibility in a very challenging environment. This industry is highly
exposed to many internal and external factors that can affect their growth and profitability. It has
been analysed that challenges such as Covid- 19 has adversely disrupted organizations in this
sector around the globe. Hospitality industry is among one of the major and hardest hit industry
around the world due to crisis like Covid-19. This enhance organizations in this industry to
understand the importance of crisis management, as with the help of this they can apply
strategies through which they can deal with sudden and negative event that can affect their
overall growth and profitability (Breier, 2021). Furthermore it has been analysed that crisis
management is important for organization in order to manage crisis in effective way.
Current digital practices within Alain Ducasse at The Dorchester to manage the crisis
5

According to the viewpoint of Buhalis and Sinarta, (2019) it has been analysed that organization
in hospitality industry need to understand the importance of crisis management. For this
technology is a crucial and vital element that will help companies to determine the factors that
can affect their profitability and growth the factors that can affect their profitability and growth.
In addition to this it has been analysed that with the help of implementing digital tools and
practices organization can identify challenges or risk at prior stages. It has been analysed that
currently the respective organization under take advantage of many digital strategy such as
constant monitoring, risk assessment, virtual engagement strong, communication etc. With the
help of these digital process Alain Ducasse at The Dorchester crisis manager is dealing with
uncertain and unproductive issues that have tendency to impact on their overall growth and
profitability. Furthermore it has been analysed that the company crisis managers efficiently
understand the importance of dealing with crisis for which they implement many digital practices
and strategies. This is playing crucial role for their sustainability in industry (Foroudi,
Tabaghdehi and Marvi, 2021). With the help of implementing digital practices company is not
only managing with crisis but is also having a strong and secure system which allows them to
deal with uncertain issues in an effective manner.
Relationship between implementing digital tools and technologies and crisis management for
Alain Ducasse at The Dorchester growth
According to the viewpoint of Giousmpasoglou, Marinakou and Zopiatis, (2021) it has been
analysed that crisis are uncertain and can affect overall growth profitability productivity and
sustainability of organization. Nowadays digital transformation has changed the manner of
conducting roles and responsibilities. It has been analysed that Alain Ducasse at The Dorchester
is operating its rose and responsibilities in hospitality sector which makes them to duly
implement digital tools and techniques to deal with crisis furthermore it has been analysed that
there is a direct and positive relationship between implementing digital tools and techniques in
crisis management, as there are number of elements in internal and external environment that can
be unpredicted and can affect organization as a whole. In this with the implementation of digital
tools and techniques organization can identify software such as risk management which will
allow them to identify risk at early stages and further benefit them to implement steps and
strategies to deal with the risk in effective manner. aAong with this there are number of other
digital tools and techniques such as implementation of strong communication networks that will
6

help in encouraging employees engagement which allow organization to deal with sudden crisis
with connected workforce (Guillet and Chu, 2021). Thus according to the abovementioned
analysis it has been analysed and crisis management is having positive indirect relationship
between implementation of digital tools and techniques with the help of various forms of digital
tools organization can deal with crisis in a systematic and faster manner.
Possible recommendations for Alain Ducasse at The Dorchester through which they can use
more advanced digital technologies to overcome the crisis
According to the viewpoint of Hosie and Pforr, (2016) it has been evaluated that digital
technologies are transforming the manner of conducting business roles and responsibilities. It has
been evaluated that Alain Ducasse at The Dorchester is operating its business performance and
roles in a highly competitive environment and within the industry which is highly exposed
towards risk and challenges. In this it is recommended for organization to undertake use of more
advanced digital technologies such as artificial intelligence, cloud computing, virtual reality,
robot etc. This will help them to deal with the crisis in effective manner. With the help of
implementing digital tools and techniques organization can conduct their roles in cost effective
manner which will further allow them to assure more profitability.
From the above analysis it has been evaluated that in order to successfully conduct business
rules and responsibilities in hospitality industry it is important for the selected organization to
understand the significance importance of crisis management, as the selected organization is
conducting its roles and responsibilities in a highly competitive business environment which
makes them to implement digital tools and technologies to manage crisis that are unpredicted and
sudden (Jones and Comfort, 2020). With the help of implementing digital tools and technology
company can effectively overcome crisis while reducing their negative impact extent.
Chapter 3: Research Methodology
This is one of the most important aspects of research work which offers essential information
about the choices in selection of research methods. In context to present research investigator
with the help of research onion model assures that proper an appropriate research method is
being implemented.
Research Philosophy-
7

There are various sorts of examination ways of thinking that are Positivism,
interpretivism, Pragmatism and Realism that assists agent with achieving research results. In
setting with present exploration examiner has chosen positivism research theory. The essential
legitimization behind removing this strategy is that it is reasonable and suitable and further
assistance to satisfy examination objective of nature that assists in supporting viable in logical
manner with directing review.
Research approach-
There are different sort of exploration approaches, for example, inductive and insightful.
Out of these examiner has chosen the utilization of deductive research approach to deal with
satisfy present exploration goals. The essential explanation for taking utilization of this strategy
is that aides in supporting and planning with positivism research reasoning. Alongside this with
the assistance of taking utilization of this technique specialist point towards achieving research
with the assistance of better testing and canning of numeric information and realities.
Research strategy
This is an entire design and framework of research which is mainly based on selection of
research strategy such as survey, action research (Liu and Pennington-Gray, 2015). Observation,
experiment etc. Among all these methods investigator has selected the use of survey method as it
helps in accomplishing research objectives with the help of collecting sufficient sample size out
of the whole population in order to draw valid conclusion.
Choices of method-
Quantitative and qualitative are some certain forms of choices of method that help
investigator to fulfil research objectives (Pillai, Seo and Kim, 2021). There are various forms of
methods that help investigator to conduct in depth evaluation of data and information however in
order to conduct present research investigation investigator has taken use of quantitative nature
of research method. The primary justification behind taking of this method is that it helps in
collecting information and data in statistical and numerical way and further benefit investigators
to present collected information with the help of tables and chart.
Data collection and analysis-
There are different sources through which data can be collected such as primary and
secondary. In order to fulfil present research objectives investigator has selected use of the both
of data collection method primary and secondary (Liu, Kim and Pennington-Gray, 2015). In
8

context with primary method investigator has collected data with the help of authentic and first
source directly from participants with the help of questionnaire. While on the other hand in
context with secondary data collection method investigator has taken use of books, journals,
previously conducted work and further present them with the help of literature review. While the
data that has been collected from primary method has been presented with the help of frequency
table and pie chart.
Sampling-
This is a factual cycle which assists specialist with gathering test size out of the bigger populace.
In this examiner have chosen utilization of irregular testing technique and an example size of 25
members has been chosen these are workers of Alain Ducasse. The essential legitimization
behind making the most of this technique is that it assists in giving approaching an open door to
every one of the respondents. Moreover utilization of survey has been attempted to gather
essential arrangement of information.
Questionnaire
Q1) Are you aware with the concept of crisis management?
a) Yes
b) No
c) Neutral
Q2) As per your opinion do you think, crisis management is important for companies in
hospitality industry?
a) Yes
b) No
c) Neutral
Q3) According to your view point, does hospitality industry have positive influence of on
enhancing profitability with crisis management stratgies?
a) Yes
b) No
9

c) Neutral
Q4) As per your opinion, digital capabilities help in enhancing overall productivity?
a) Yes
b) No
c) Neutral
Q5) What is the impact of rise of crisis management in the profitability of Alain Ducasse
at The Dorchester?
a) Positive
b) Negative
c) Neutral
Q6) According to you, what are the current digital practices within Alain Ducasse at The
Dorchester to manage the crisis?
a) Constant monitoring
b) SEO
c) Risks assessment
d) Strong communication
e) Virtual engagement
Q7) According to your view point, what kind of relationship between implementing digital
tools and technologies and crisis management for Alain Ducasse at The Dorchester
growth?
a) Positive
b) Negative
c) Neutral
Q8) In what way digital tools and technologies and crisis management within Alain
Ducasse at The Dorchester is providing benefits?
10

b) Increase in revenue
c) Flexible work
c) Increased collaboration
d) Quick customer response
Q9) What are the challenges of digital practices within Alain Ducasse at The Dorchester to
manage the crisis?
a) Resistance from employees
b) Cyber attacks
c) Technological threats
d) Disclosure issues
e) In-effective communication
Q10) According to you, what are the potential advanced digital technologies that will help
Alain Ducasse at The Dorchester to overcome the crisis?
a) AI
b) Virtual augmented reality
c) Cloud computing
d) Chat boots
Q11) What is the most appropriate benefit of integrating new digital technologies to
increase Alain Ducasse profitability?
a) Increase in employees performance
b) Higher consumer satisfaction
c) Increase in competition in the industry
Q12) Provide some recommendation, for Alain Ducasse at The Dorchester through which
they can use more advanced digital technologies to overcome the crisis.
11

Ethics: Ethics plays important role in order to conduct present research investigator focus on
conducting overall research while maintaining privacy and authenticity of collected data and
facts. In order to overcome ethical challenges investigator has taken advantage of BERA code of
ethics and comply with you provision of Data Protection Act.
Chapter 4: Analysis and Findings
Q1) Are you aware with the concept of crisis management? Frequency
a) Yes 15
b) No 5
c) Neutral 5
Q2) As per your opinion do you think, crisis management is important for
companies in hospitality industry?
Frequency
a) Yes 15
b) No 5
c) Neutral 5
Q3) According to your view point, does hospitality industry have positive
influence of on enhancing profitability with crisis management stratgies?
Frequency
a) Yes 16
b) No 5
c) Neutral 4
Q4) As per your opinion, digital capabilities help in enhancing overall
productivity?
Frequency
a) Yes 15
b) No 5
c) Neutral 5
12

Q5) What is the impact of rise of crisis management in the profitability of
Alain Ducasse at The Dorchester?
Frequency
a) Positive 13
b) Negative 6
c) Neutral 6
Q6) According to you, what are the current digital practices within Alain
Ducasse at The Dorchester to manage the crisis?
Frequency
a) Constant monitoring 7
b) SEO 7
c) Risks assessment 5
d) Strong communication 3
e) Virtual engagement 4
Q7) According to your view point, what kind of relationship between
implementing digital tools and technologies and crisis management for
Alain Ducasse at The Dorchester growth?
Frequency
a) Positive 15
b) Negative 5
c) Neutral 5
Q8) In what way digital tools and technologies and crisis management
within Alain Ducasse at The Dorchester is providing benefits?
Frequency
b) Increase in revenue 8
c) Flexible work 5
c) Increased collaboration 4
d) Quick customer response 7
13

Q9) What are the challenges of digital practices within Alain Ducasse at
The Dorchester to manage the crisis?
Frequency
a) Resistance from employees 4
b) Cyber attacks 6
c) Technological threats 7
d) Disclosure issues 4
e) In-effective communication 3
Q10) According to you, what are the potential advanced digital
technologies that will help Alain Ducasse at The Dorchester to overcome
the crisis?
Frequency
a) AI 8
b) Virtual augmented reality 5
c) Cloud computing 4
d) Chat boots 7
Q11) What is the most appropriate benefit of integrating new digital
technologies to increase Alain Ducasse profitability?
Frequency
a) Increase in employees performance 8
b) Higher consumer satisfaction 8
c) Increase in competition in the industry 8
Q12 ) Provide some recommendation, for Alain Ducasse at The
Dorchester through which they can use more advanced digital
technologies to overcome the crisis.
Interpretation of data
Theme 1: Concept of crisis management
Q1) Are you aware with the concept of crisis management? Frequency
14

a) Yes 15
b) No 5
c) Neutral 5
a) Yes b) No c) Neutral
0
2
4
6
8
10
12
14
16 15
5 5
Chart Title
Interpretation
According to the other graph it has been analyse that 15 out of 25 respondents are aware
with the concept of crisis management. While remaining 5 respondents did not have any
understanding of the same. At last remaining 5 respondents out of 25 were neutral.
Theme 2: Crisis management is important for companies in hospitality industry
Q2) As per your opinion do you think, crisis management is important
for companies in hospitality industry?
Frequency
a) Yes 15
b) No 5
c) Neutral 5
15

a) Yes b) No c) Neutral
0
2
4
6
8
10
12
14
16 15
5 5
Chart Title
Interpretation
From the above graph it has been stated that 15 out of 25 respondents are agree with the
fact that, crisis management is important for companies in the hospitality industry. According to
these respondent viewpoints crisis management allow organization to determine challenges and
issues at prior stages and further benefit them to implement strategies. While other 5 respondents
did not agree with the same another 5 respondents out of 25 were neutral.
Theme 3: Hospitality industry have positive influence of on enhancing profitability
Q3) According to your view point, does hospitality industry have
positive influence of on enhancing profitability with crisis management
stratgies?
Frequency
a) Yes 16
b) No 5
c) Neutral 4
16

a) Yes b) No c) Neutral
0
2
4
6
8
10
12
14
16
18
16
5 4
Chart Title
Interpretation
According to the above graph it has been analysed at 16 out of 25 respondents said that
hospitality industry have positive influence of enhancing profitability. While remaining 5
respondents did not agree with the same another 4 respondents were neutral.
Theme 4: Digital capabilities help in enhancing overall productivity
Q4) As per your opinion, digital capabilities help in enhancing overall
productivity?
Frequency
a) Yes 15
b) No 5
c) Neutral 5
17

155
5
Chart Title
a) Yes b) No c) Neutral
Interpretation
According to the above graph it has been stated that 15 out of 25 respondents are agree
with the fact that digital capabilities help an organization to enhance overall productivity. While
remaining 5 respondents did not agree with the same and another 5 were neutral.
Theme 5: Impact of rise of crisis management in the profitability of Alain Ducasse at The
Dorchester
Q5) What is the impact of rise of crisis management in the
profitability of Alain Ducasse at The Dorchester?
Frequency
a) Positive 13
b) Negative 6
c) Neutral 6
18

a) Positive b) Negative c) Neutral
0
2
4
6
8
10
12
14 13
6 6
Chart Title
Interpretation
As per their graph it has been stated that 13 out of 25 respondents said that there is a
positive impact of crisis management in profitability. While remaining 6 respondents said that
there will be a negative impact. According to these respondent viewpoint crisis management
increases the company overall budget to implement strategies that can affect their overall
profitability. While remaining 6 respondents were neutral.
Theme 6: Current digital practices within Alain Ducasse at The Dorchester to manage the
crisis
Q6) According to you, what are the current digital practices within
Alain Ducasse at The Dorchester to manage the crisis?
Frequency
a) Constant monitoring 7
b) SEO 7
c) Risks assessment 5
d) Strong communication 3
e) Virtual engagement 4
19

7
7
5
3
4
Chart Title
a) Constant monitoring b) SEO c) Risks assessment
d) Strong communication e) Virtual engagement
Interpretation
From the above graph it has been analysed at 7 out of 25 respondents said that constant
monitoring is the current digital practices within Alain Ducasse at The Dorchester to manage
crisis. While other 7 respondents said that company undertake use of SEO as a digital practice. In
addition to this remaining 5 respondents out of 25 said that company undertake use of risk
management to manage crisis. While other 3 respondents go with strong communication. At last
remaining 4 respondents out of 25 said that company undertake use of virtual engagement.
Theme 7: Kind of relationship between implementing digital tools and technologies and
crisis management for Alain Ducasse at The Dorchester growth
Q7) According to your view point, what kind of relationship between
implementing digital tools and technologies and crisis management for
Alain Ducasse at The Dorchester growth?
Frequency
a) Positive 15
b) Negative 5
c) Neutral 5
20

155
5
Chart Title
a) Positive b) Negative c) Neutral
Interpretation
From the above graph it has been stated that 15 out of 25 respondents said that there is a
positive relationship between implementation of digital tools and technologies in crisis
management for company growth. According to these respondents viewpoint with the help of
implementation of digital tools and techniques organization is managing crisis in flexible and
effective manner as comparatively to traditional approaches. While remaining 5 respondents out
of 25 said that there will be a negative impact and at last other 5 respondents out of 25 were
neutral.
Theme 8: Digital tools and technologies and crisis management within Alain Ducasse at The
Dorchester is providing benefits
Q8) In what way digital tools and technologies and crisis management
within Alain Ducasse at The Dorchester is providing benefits?
Frequency
b) Increase in revenue 8
c) Flexible work 5
c) Increased collaboration 4
d) Quick customer response 7
21

b) Increase in
revenue c) Flexible work c) Increased
collaboration d) Quick customer
response
0
1
2
3
4
5
6
7
8
9 8
5
4
7
Chart Title
Series1 Series2
Interpretation
From the above graph it has been stated that 8 out of 25 respondents said that increase in
revenue is the manner in which digital tools and technologies in crisis management is providing
benefit to company. While remaining 5 respondents said that there is a flexible work with the
implementation of digital tools and technologies in crisis management in company. Other 4
respondents goes with increased collaboration. Furthermore it has been analyse that remaining 7
respondents said that with the help of digital tools and technologies in crisis management Alain
Ducasse at The Dorchester is having benefit in terms of quick consumer response.
Theme 9: Challenges of digital practices within Alain Ducasse at The Dorchester to manage
the crisis
Q9) What are the challenges of digital practices within Alain Ducasse
at The Dorchester to manage the crisis?
Frequency
a) Resistance from employees 4
b) Cyber attacks 6
c) Technological threats 7
d) Disclosure issues 4
e) In-effective communication 3
22

4
6
7
4
3
Chart Title
a) Resistance from employees b) Cyber attacks
c) Technological threats d) Disclosure issues
e) In-effective communication
Interpretation
From the above graph it has been stated that 4 after 25 respondents said that resistance from
employees is the challenge of digital practice within Alain Ducasse at The Dorchester that they
are facing to manage the crisis. While remaining 6 respondents goes with cyber attack. In
addition to this other 5 respondents out of 25 said that the challenge of digital practice within
company to manage crisis is technological threat. While remaining 4 respondents goes with
disclosure issues. Furthermore, it has been analysed at 3 out of 25 respondents said that the
challenge of digital practice within company to manage crises in effective communication.
Theme 10: Potential advanced digital technologies that will help Alain Ducasse at The
Dorchester to overcome the crisis
Q10) According to you, what are the potential advanced digital
technologies that will help Alain Ducasse at The Dorchester to
overcome the crisis?
Frequency
a) AI 8
b) Virtual augmented reality 5
c) Cloud computing 4
23

d) Chat boots 7
a) AI b) Virtual augmented
reality c) Cloud computing d) Chat boots
0
1
2
3
4
5
6
7
8
9
8
5
4
7
Chart Title
Interpretation
From the above graph it has been stated that 8 out of 25 respondents said that AI is the potential
advanced digital technologies that will help Alain Ducasse to overcome the crisis. While
remaining 5 respondents said that virtual augmented reality will be the advanced digital
technology through which company can overcome the crisis. Furthermore it has been analysed
that 4 out of 25 respondents said that with the help of taking use of cloud computing organization
can manage crisis in effective manner. At last other 7 respondents said that chat box will benefit
organization to manage crisis.
Theme 11: Appropriate benefit of integrating new digital technologies to increase Alain
Ducasse profitability
Q11) What is the most appropriate benefit of integrating new digital
technologies to increase Alain Ducasse profitability?
Frequency
a) Increase in employees performance 8
b) Higher consumer satisfaction 8
c) Increase in competition in the industry 8
24

8
8
8
Chart Title
a) Increase in employees performance b) Higher consumer satisfaction
c) Increase in competition in the industry
Interpretation
From the above graph it has been stated that 8 out of 25 respondents said that with the help
of implementing new digital technologies company can gain benefit in terms of increasing
employees performance. While on the other hand remaining 8 respondents said that higher
consumer satisfaction is the appropriate benefit of integration of new digital technologies that
will help organization to enhance profitability. At last 8 out of 25 respondents said that with the
help of new digital technologies company can gain benefit in terms of increasing competition in
the industry that will simultaneously lead towards enhancement of organization overall
profitability.
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for
Further Work
Present research report is conducted on the topic of crisis management and implementation of
new digital technologies to deal with crisis in the hospitality sector. For this Alain Ducasse is
selected which is facing intense competitive rivalry and negative impact of covid- 19 and
another crisis. For this Alain Ducasse is recommended to implement significant strategies and
practices to overcome the crisis in effective manner.
25

 Alain Ducasse is recommended to undertake use of artificial intelligence as with the help
of this they can enhances productivity and efficiency with the help of improved speed of
business. This technology will allow them to have better consumer service with the help
of improved monitoring and better talent management with quality and reduction of
human error.
 Along with this Alain Ducasse is recommended to implement the use of virtual
augmented reality and cloud computing. With the help of this company can have benefit
in terms of computing power and virtual resource and can pay for the resources when
there is actually a need. This will help organization to enhance their operations with cost
effectiveness in easy and quick manner.
 Along with this Alain Ducasse is also recommended to undertake use of chat boots in
order to provide quick consumer service response. The organization is also recommended
to provide training to employees with the help of implementation of new digital
technologies. This will help organization to enhance current level upscale and knowledge
of workers that will help them to deal with the crisis effectively.
Present research is conducted on the importance of integrating new digital technologies to
deal with crisis in order to enhance profitability. For this research I have undertaken the use of
appropriate data collection methods and techniques with the help of my critical thinking and data
collection skill. However during this research I have faced challenges like communicating to
respondents and determine their actual viewpoint. However with the help of my critical thinking
and research skilled I have accomplished this challenge and fulfilled research objectives and
appropriate time frame. This research developed my current level of skill and competencies on
the concept of crisis management. This research enhances my data collection, communication,
critical thinking, time management skills that will further help me to conduct research in future
in effective manner. However in order to conduct research in future it is important for me to
emphasise on managing time in order to conduct in depth review of various sources to acquire
appropriate data and information to accomplish research in more effective manner.
26

Chapter 6: Conclusions
According to the above analysis it has been concluded that in order to sustain in business
industry it is important for organization to understand the concept of crisis management and
implement digital tools and practices such as artificial intelligence, cloud computing etc. This
will help organisations overcome the challenges and further assure higher growth and
competitiveness in industry.
27

References
Books and Journals
Barth, S.C. and Barber, D.S., 2017. Hospitality law: managing legal issues in the hospitality
industry. John Wiley & Sons.
Baum, T., Mooney, S.K., Robinson, R.N. and Solnet, D., 2020. COVID-19’s impact on the
hospitality workforce–new crisis or amplification of the norm?. International Journal of
Contemporary Hospitality Management.
Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
Breier, M and et. al., 2021. The role of business model innovation in the hospitality industry
during the COVID-19 crisis. International Journal of Hospitality Management, 92,
p.102723.
Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), pp.563-582.
Foroudi, P., Tabaghdehi, S.A.H. and Marvi, R., 2021. The gloom of the COVID-19 shock in the
hospitality industry: A study of consumer risk perception and adaptive belief in the dark
cloud of a pandemic. International Journal of Hospitality Management, 92, p.102717.
Giousmpasoglou, C., Marinakou, E. and Zopiatis, A., 2021. Hospitality managers in turbulent
times: the COVID-19 crisis. International Journal of Contemporary Hospitality
Management.
Guillet, B.D. and Chu, A.M.C., 2021. Managing hotel revenue amid the COVID-19
crisis. International journal of contemporary hospitality management.
Hosie, P. and Pforr, C., 2016. Crisis management in the tourism industry: Beating the odds?.
Routledge.
Jones, P. and Comfort, D., 2020. The COVID-19 crisis and sustainability in the hospitality
industry. International journal of contemporary hospitality management.
Khan, K.I., Niazi, A., Nasir, A., Hussain, M. and Khan, M.I., 2021. The effect of COVID-19 on
the hospitality industry: The implication for open innovation. Journal of Open
Innovation: Technology, Market, and Complexity, 7(1), p.30.
28

Liu, B. and Pennington-Gray, L., 2015. Bed bugs bite the hospitality industry? A framing
analysis of bed bug news coverage. Tourism Management, 48, pp.33-42.
Liu, B., Kim, H. and Pennington-Gray, L., 2015. Responding to the bed bug crisis in social
media. International Journal of Hospitality Management, 47, pp.76-84.
Pillai, S.G., Haldorai, K., Seo, W.S. and Kim, W.G., 2021. COVID-19 and hospitality 5.0:
Redefining hospitality operations. International Journal of Hospitality Management, 94,
p.102869.
29