Integrating New Digital Technologies into Crisis Management in Hospitality Industry: A Study on The Edinburgh Grand

Higher National Diploma in Hospitality Management
Unit 18 Research Project
RESEARCH PROPOSAL FORM
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Section One: Research Title, Aim and Objectives
Research Title: Integrating new digital technologies into crisis management
Introduction
This research has the aim to highlight about new digital technologies in relation to crisis
management in hotel industry in The Edinburgh Grand (Bynander and Nohrstedt, 2019).
Furthermore, it will outline the importance of digital technology in crisis management plan.
Although this research can be utilised throughout the globe that is who are concerning over
the crisis management of the chosen company (Uitdewilligen and Waller, 2018).
Research Aim
To examine the new technology used by the hospitality industry of UK in terms of
managing the crisis”. A study on The Edinburgh Grand.
Research Objectives
To achieve this aim, the following objectives have been proposed.
i. To develop basic understanding about the crisis management in context with the
UK hospitality industry
ii. To determine the issues of crisis management on business performance of
Edinburgh Grand
iii. To determine the relationship between integrating new digital technology and
crisis management in the hospitality sector.
Research Questions
i. What do you mean by crisis management in context with the UK hospitality
Unit 18 Research Project Proposal–Spring 2022

industry?
ii. Explain the issues of crisis management on business performance of
Edinburgh Grand?
iii. What is relationship between integrating new digital technology and crisis
management in the hospitality sector?
Section Two: Research Rationale and Scope
Rationale/Justification for the Topic:
The rationale at the back of the research topic is to recognise the role of different digital
technologies which can be used by the hospitality industry (Trachsler and Jong, 2020).
With the aim of dealing with crisis situations and as COVID-19 has led to bring various
issues in the hospitality industry. Such issues can be resolved by considering new digital
technologies in the organisation. Along with it, the chosen topic is linked with dual
perspective that is personal and professional both. In context the personal perspective, the
research will help me in analysing myself with different skills. As the internet is vast
source of information which comprises of various sources and I learnt how to recognize a
quality source. In addition to this, I understood the ways to be organised in managing
number of tasks and information. Along with it, I got to develop various skills that is
problem solving skills communication skills, research skills, analytical skills and many
others. Whereas in terms of professional perspective the research will assist the researcher
in managing their future proposed research in best manner (Oh, and Lee, 2020).
Research Scope:
The organisation selected for the current research is The Edinburgh Grand which is situated
in the heart of Edinburgh on St. Andrew Square in United Kingdom. It is known for
providing various uniquely designed luxury apartments which are available to book by
customers. The current study is targeted on highlighting different digital technologies
adopted by hospitality industry in order to manage crisis of COVID-19. With the help of
the current research the readers may understand the characteristics which are linked with
digital technologies and their importance within hospitality industry (Brandebo, 2020).
Section three: Preliminary Literature Review
To develop basic understanding about the crisis management in context with the UK
hospitality industry
Unit 18 Research Project Proposal–Spring 2022

In accordance with Hafez Mansour, the core of crisis management is strategic preparation
with contingencies for unanticipated events. As there is a link between public steps
implemented by the US government to fight COVID-19 and the performance of the
American hotel industry. Along with it, the current COVID-19 issue may be one of the
most significant and uncommon events in history for the hospitality firms, investors,
governments, and many other market contributors. Also with the disease's worldwide
expansion, it has impacted the hotel industry's performance and stability by spreading
economically to important financial markets and industries.
To determine the issues of crisis management on business performance of Edinburgh
Grand
According to Sony, business crisis is said to be the event which has major impact on the
success of the company and it can also destroy the image of the company along with its
operations. It can be external or internal that is why it is must to prepare for such events. A
crisis management is defined as the process of fixing for and coming through any turbulent
or unanticipated emergency situations that impact the employees, customers, business,
stakeholders and revenue. That is why, crisis management is said to be an important
element of public relations (Williams, 2021).
To determine the relationship between integrating new digital technology and crisis
management in the hospitality sector
As stated by Liu and et.al., all the companies which are associated in the hospitality
industry has to consider various factors in the external environment. During any unforeseen
event for instance, Covid-19 has led to bring the loss due to Covid-19 in the year of 2020.
There is a direct link between integrating new digital technology and crisis management
mainly in the hospitality sector. As digital transformation requires combination of digital
technology in all the departments of the company.
Section Four: Overview of Research Methodology:
The term "research methodology" refers to a chapter that deals with various areas of data
collection in order to attain research objectives. The following are some of the methods that
were used in this research:
Research Approach: The phrase "research approach" refers to the practise of using such
approaches in research to make the study execution process as straightforward as possible.
In order to accomplish the study in a timely way, the researcher must choose the
Unit 18 Research Project Proposal–Spring 2022

appropriate research approach. There are two sorts of research methods: inductive and
deductive research. In order to handle the study in a methodical manner, the present
investigation will be controlled utilising a deductive technique. The deductive method
assists in quantitatively aligning the investigation, allowing the goal and research
objectives to be attained.
Research Philosophy: A system of beliefs that are applied to research in order to properly
predict research findings is referred to as research philosophy. Positivism and
interpretivism are two distinct philosophical approaches to inquiry. The current research
positivist research philosophy will be employed to manage the study in a quantitative
manner. By applying such a research philosophy, the researcher may achieve suitable
results, which is a positive indicator in attaining study objectives (Luna and Pennock,
2018).
Research Strategy: The phrase "research strategy" refers to the techniques used in
research with the primary goal of gathering and analysing data in the most effective way
possible. There are many different research strategies, such as archive theory, survey,
observation, and so on. In order to conduct the research in a methodical manner, the present
study will use a survey research methodology. The survey research approach may be used
to get numerical data in relation to the research, which will benefit the researcher in
reaching the overall research objectives.
Research Choice: Research decision is the process of determining what information will
be obtained and how it will be obtained. The two types of research that are offered are
quantitative and qualitative research. Quantitative research will be used to acquire in-depth
and numerical data on the study's topic in today's research. This is a reliable process that
will assist the researcher in reaching his or her study objectives.
Data Collection: The process of acquiring information with the goal of better
understanding the research technique and comparing alternative procedures is referred to as
data collection. The two forms of data collecting are primary and secondary data collection.
In the current inquiry, both tactics will be used. The primary method will be a
questionnaire, while the secondary method will be books and journals.
Time Horizon: Data collection is a means of acquiring data with the goal of better
understanding the research process and comparing different approaches. The two ways of
data collecting are primary and secondary data collection. In the current investigation, both
Unit 18 Research Project Proposal–Spring 2022