Integrating new digital technologies into crisis management in hospitality industry: A case study on Rosewood Hotel

PHigher National in Hospitality Management
Unit 18 Research Project
RESEARCH PROPOSAL FORM
STUDENT DETAILS
Section One : Research Title, Aim and Objectives
Research Title: Integrating new digital technologies into crisis management
Research Aim
The aim of this research is to study the role of digital technologies in assisting the crisis management
in hospitality industry. A case study on Rose wood Hotel.
Research Objectives
To achieve this aim, the following objectives have been proposed.
i. To identify the concept of the crisis management.
ii. To evaluate the role of digital technologies in hospitality industry
iii. To determine how digital technologies can assist in crisis management.
iv. To assess the role of Digital techniques in overcoming COVID crisis
Research Questions
i. What is crisis management?
ii. What is the role of digital technologies in hospitality industry?
iii. How digital technologies can assist in crisis management?
iv. What is the role of Digital techniques in overcoming COVID crisis?
Section Two: Research Rationale and Scope
Rationale/Justification for the Topic:
The main reason regarding the selection of the respective research in order to examine the
concept of digital technologies in crisis management. In addition to this, the following report
is crucial for the researchers who are focused in conducting this study. The following study
Unit 18 Research Project Proposal–Spring 2021

will improve the skills and knowledge of the students in respect to the influence of digital
technologies in crisis management. Additionally, it will assist the researchers in acquiring
essential knowledge and adaption of several skills like, analysis of data from various
authentic sources, report writing skills, researching and several more.
Research Scope: this should briefly cover the following.
The following research is based on the Rose wood hotel which is based on London, United
Kingdom. Currently, due to the pandemic COVID 19 many sector encounters the drastic decrease in
their economy which has lead to the increment of the unemployment, losses in business and many
more. In addition to it, hospitality sector is one them as it has suffered the major negative impact of
the pandemic. As this industry suffered the hardest hit because of the ban in travelling from the
several nation and also United Kingdom was itself in the lock down in order to stop the spread of the
virus.
Section three : Preliminary Literature Review
Theme 1 - Identify the concept of the crisis management.
In accordance to the view point of Adam Hayes, 2021, crisis management means to the identification
of the potential threat to any company as well as its stakeholders in accordance to rise an effectual
response to it. Due to the fluctuations of the international events, various contemporary companies
tries to identify possible crises earlier they happen in accordance to make the appropriate strategies
to deal with such crisis (Lin, and Chen, 2021). At the time when and if the crisis happens, the firm
should be capable enough to drastically alter the course in accordance to grow and survive in the
market.
The pandemic COVID 19 which affected entire world in the year 2019 and it is one of the main
example of the crisis management. Businesses across the whole globe were forced to closed.
Theme 2 - The role of digital technologies in hospitality industry
In according to the Hotel Tech, 2022, Digital transformation means to the capability of the company
to modify its way to technology, methods and people in order effect the performance of the business
and offer some value to the user in the marketplace. As digital technology includes few of
digitization of the operations or the enhanced utilisation of technology in order to make the
transformation to be more prosperous. It should be atomistic includes the operations and cultural
Unit 18 Research Project Proposal–Spring 2021

modification as well. It may refers to the change in leadership of hotel, the adaptation of the new
venture, evolution of culture of the hotel and many more.
Theme 3 - Digital technologies can assist in crisis management.
As per to the Tod Newcomb, at the time when crisis occur, such disaster can make chaos and
confusion in the society. If it is an human imposed or natural crisis, such time it pose a actual harm
to the domestic and central governments, the management they operate and the citizens they are
obliged to serve (Gunay, and Kurtulmuş, 2021). While there are various crisis management
impeding methods in order to employ involving crisis practices and planning, technology assist in
expanding the access to essential resources as well as systems. So, this is the reason why it is
essential for management of crisis.
Theme 4 - The role of Digital techniques in overcoming COVID crisis
According to the NAN JIANG JULIE RYAN, 2020, by digital media, government can give
authentic, consistent and genuine data as well as advice regarding the COVID 19, 167 nations
offered data on their countries portals, official website or application of mobile phone by social
media platforms which includes stats of the pandemic, restrictions on travelling, required guideline
on the safety as well as responses of the government (Clark, Mauck, and Pruitt, 2021). Genuine data
from the authorities assist people in making decisions regarding their daily working and construct
the trust of the people. In the country United Kingdom, the authorities initiated several programs.
Section Four: Overview of Research Methodology:
A research methodology means to the manner in which a researcher mean to conduct the research. It
involves how a plan to handle the things like gathering of methods, analysis of stats, participant dats
and many more. Moreover to it, the aim of the research methodology is to show the understanding
behind the approach of the study.
 Research philosophies – This is the process of collecting and evaluating the information and
data in accordance to the research. There are two kinds of research philosophies that are
interpretivism as well as positivism. These both philosophies are effectual in order to
complete the study (Bairagi, and Munot, 2019). In accordance to the following study,
positivism philosophy will be used as it will assist in gaining more data and information
which is actually is free from the personal ideas. Moreover to it, this will support the
researcher in getting the quantitative outcomes which makes sure the authenticity and
accuracy by gaining the appropriate information in order to facilitate this study.
 Research Approach – It is the way that is used by the researchers or students in order to
analyse the information that is linked to the respective study. There are two crucial
Unit 18 Research Project Proposal–Spring 2021

approaches of the research which are inductive and deductive and these are utilised in
evaluating the data which is based on the given topic. In order to work on the following
study, researcher will focus on utilisation of the inductive way of approach in order to get the
brief observation in respect to this study (Shields, M., 2019).
 Research Choice – It is the essential component of the research methodology and it includes
two thing which is relevant on the study and those two things are qualitative and quantitative.
 Research Strategy – There are several kinds of strategies which can be opted for doing the
study but in accordance to the specifications of this research, sampling will be included in it.
In accordance to the respective research, qualitative and quantitative will both be used as
qualitative will permit in gathering the various information in order to make the research
more effectual. In addition to it, quantitative will assist the researcher in gaining more better
understanding of the topic with the assistance of numerical data and statistics as these will
support in accomplishing the purpose and objectives of the research.
 Research Design – It means to the methods and strategies which are opted by the researcher
that are separated into two kinds which are named as descriptive and exploratory. In
accordance to this research, descriptive design is considered because it will facilitate
understanding by analysing the questions of how, what and when instead of only focusing on
why. In addition to it, this will permits the researcher to conduct the research in an
appropriate way (Daniel, Kumar, and Omar, 2018 ).
 Sampling – It means to the way choosing samples from the entire population that involves
two methods which is non probability and probability.
Ethical Aspect of Study
See Ethics Form below
Unit 18 Research Project Proposal–Spring 2021