Managing Crises in Hospitality Sector: A Case Study of Hilton
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This research study focuses on the importance of managing crises in the hospitality sector, with a case study of Hilton. It includes chapters on introduction, literature review, research methodology, analysis and findings, and recommendations and suggestions.
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ABSTRACT The present research study has been conducted on the basis of importance of managing the crises in hospitality sector. It has been done by keeping in all the details and information for the research study to be conducted at large scale. This research study has included different chapters which are - introduction, literature review, research methodology, analysis and findings and finally conclusion within the research. Further, the researcher will include the aspects as to how there are major concerns which are regarding collecting the data by properly providing the details within the research. The data analysis and findings have been framed and are included within the research. It has been addressed as important for the study and has helped in knowing and understanding the basis of how the research has been performed in effective manner. Further, there has been recommendations and suggestions provided which has been helped in creating value for the research effectively.
Table of Contents ABSTRACT.....................................................................................................................................2 CHAPTER 1 - INTRODUCTION...................................................................................................4 Introduction..................................................................................................................................4 Background.................................................................................................................................4 Aim..............................................................................................................................................4 Research Objectives.....................................................................................................................4 Research Questions......................................................................................................................4 Rationale......................................................................................................................................5 Scope............................................................................................................................................5 Chapter Preview...........................................................................................................................5 CHPATER 2 – LITERATURE REVIEW......................................................................................5 Theme 1 - Concept of crises management...................................................................................5 Theme 2 – Current practices of Hilton for managing crises after Covid -19..............................6 Theme 3 – Relationship between crises management and organizational performance.............7 CHAPTER 3 – RESEARCH METHODOLOGY..........................................................................8 CHAPTER 4 – ANALYSIS AND FINDINGS.............................................................................11 CHAPTER 5 – RECOMMENDATION AND SUGGESTION...................................................15 CHAPTER 6 – CONCLUSION....................................................................................................16 REFERENCES................................................................................................................................1 Questionnaire...............................................................................................................................2
CHAPTER 1 - INTRODUCTION Introduction The purpose of present study is to study the importance of managing crises in the hospitality sector which is based on the case study of Hilton (Dodu and et.al., 2021).The management of crises is related to how the organization is related to improving the conditions in the crises when it occurs. It is very important that the company manages to ensure that the Covid -19 crises is done in an effective and appropriate manner. Background Covid – 19 has become an important aspect which for the crises to be managed within the hospitality industry. This research project will shed light on managing crises within hospitality industry. This will help in analysing and creating value for the concerns which are related to how effectively the impact of Covid – 19 can be reduced. Aim The aim of this project is “To investigate importance of managing crisis in hospitality sector” study on Hilton. Research Objectives To discuss the concept of crisis management To access current practices of Hilton for managing crisis after Covid-19. Toinvestigatetherelationshipbetweencrisismanagementandorganizational performance. To recommend strategies for managing crisis by Hilton. Research Questions What is the concept of crisis management? What are some effective practices of Hilton for managing crisis? How crisis management can improve organizational performance? Which strategies should be used by Hilton for managing crisis?
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Rationale The rationale behind conducting this research is to analyse the concerns which are related to study the importance of managing crises in hospitality sector. It is important to manage the crises in the hospitality industry such that the crises is managed within the organization. Scope There is higher scope of individuals as they are having major roles and responsibilities who are stakeholders, governments, and they are responsible for managing the crises within the organization. The scope of this research study is that the different individuals will help in framing and analysing the concerns which are related to crises management. Chapter Preview Chapter 2 – Literature Review –The current research study will include the themes which will be framed in appropriate manner with the description of themes in effective manner. Chapter 3 – Research Methodology –The different methods within the study will be done with the help of data collection methods. Chapter 4 – Analysis and Findings –Findings will be done in the form of qualitative data in which the interpretation of themes will be done. Chapter 5 – Recommendation and Suggestion –For analysing the research study to be conducted successfully, recommendations and suggestions will be provided. Chapter 6 – Conclusion –Within the research, conclusion will be drawn for the research study. CHPATER 2 – LITERATURE REVIEW Theme 1 - Concept of crises management According toVašíčková, (2019), Crises management is defined as the process by which the organizational is dealing with the unexpected and disruptive events which is harming the organization such as Covid – 19. Crises management plays vital role in enabling and analysing
the aspects of how effectively and the managers and employees are able to create value at large scale. For improving the performance of employees and managers crises management plays vital role and these addresses that there are aspects of how effectively and in appropriate manner the negative impacts of the Covid – 19 are managed. The pandemic or Covid - 19 is also affecting the hospitality organization and different areas of business at large scale. It is very important to understand and evaluate the aspect of how the crises management is maintained and managed at large scale. This helps in developing the strategies for managing the negative impact of Covid - 19 effectively. As perZamoum and Gorpe, (2018), There are different application of strategies which helps the hospitality organization dealing with negative events such as Covid – 19. It has become very difficult to reach the customers due to Covid – 19 impact at large scale. The major concern is that how the crises which are affecting the hospitality industry is done and analysed at large scale. It is very important that the hospitality organization takes concern and is aware of the negative impacts of the Covid – 19 crises. The impact of Covid – 19 helps in indicating the concerns which helps in signifying that it is very important and significant to manage the different functions and practices which are undergoing within the hospitality organization. There are aspects which are concerned and are analysed for initiating the aspects of how effectively the Covid -19 impact is to be reduced by framing the strategies and ways at large scale. This is how effectively and in appropriate manner the crises' management is being planned within the hospitality sector. Theme 2 – Current practices of Hilton for managing crises after Covid -19 As denoted byKennedy, (2022), There are some major and important practices which the hospitalitysectorisconcernedabout.Withthehelpofcurrentpracticesofhospitality organization for managing the crises after Covid – 19 there are aspects as to how the hospitality sector is able to take concern and frame such productive practices which are appropriate for the hospitality organization. There has been framework of management of crises after Covid – 19. The best effective practice which helps in analysing the practice for managing the crises after Covid -19 is digitized crises communication plan as it helps the employees to communicate instantly and directly with stakeholders. The crises can also be analysed with the help of mobile
crises app which helps in identifying the aspect as to how the employees are able to gain knowledge and information regarding the crises. As stated byVouk, (2021), it is very important that the complaints of the customers is being taken into concern and that they are listened by the employees. The feedbacks given by the customers are reviewed and their views are also shared on the social media platform. It makes the customers feel valued as their complaints are also listened and resolved at large scale. By viewing the customers' feedback, the employees should openly communicate with the employees so that the customers are felt valued and employees are trying to provide appropriate solutions for the problems which the customers are facing due to the crises of Covid - 19. The hospitality organization has been facing the issues and crises due to Covid - 19.This has ensured the aspects as to how the crises are to be managed at large scale within the hospitality industry. These are some major practices which are to be initiated and worked upon for initializing and creating value for the customers and employees within the hospitality industry effectively and in appropriate manner. This is how the crises is managed with the help of some best practices. Theme 3 – Relationship between crises management and organizational performance Lai and Wong, (2020), states that crises management has positive impact on the business. When hospitality organization is managing the crises, then they are able to create value for the customers and the employees who are working within the organization. Organizations with the effective crises management practices have improved image in the market and this helps in understanding the scale of how there are some basis of effectively analysing and managing the crises within the hospitality sector. The image in the market has improved due to management in the crises and this ensures the concerns which are related within the hospitality sector. The needs and requirements of the customers are satisfied and this helps in ensuring the concerns which are idealized for the effective development and growth of the hospitality sector. Prayag, (2018), organizational performance directly depends on the external and internal situation which the hospitality sector is facing at large scale. The crises management and organizational performance helps in analysing and evaluating the concerns which are related to management of crises which is Covid – 19. By managing crises the employees' retention rate will be increased and this will help in ensuring the concerns which are related to how effectively and in appropriate manner the increased staff retention rate is directly proportional to competitive
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advantages of the hospitality organization. It is very important to manage the crises such that the negative impact of Covid – 19 is reduced and this helps in analysing and evaluating that how the hospitality sector is promoting and is productively increasing the value of the hospitality sector. It is very important to ensure the organizational performance to be high at scale such that the employees are contributing to the performance and productivity of work. The crises management and organizational performance are interlinked to each other in a very effective and efficient manner at large scale within sector. CHAPTER 3 – RESEARCH METHODOLOGY Research Type Research type is referred as a form where a researcher collects data in order to accomplish the aims and objectives of the research study. These different researches are helpful in identifying the key elements of a research study and improving the quality of output which is achieved by the researcher. There are two types of research methodologies such as quantitative and qualitative which are useful for analysing the topic effectively. Qualitative research is a method which focuses on obtaining data through conversational and open ended communication. The quantitative research method is useful for the researcher in order to collect data in numerical and statistical form. The qualitative research method has been used by the researcher in order to gain in-depth knowledge of the topic and find out the different aspects for producing a relevant outcome. It is based on various disciplines such as sociology, psychology and anthropology which allows in- depth questioning and probing of respondents ion the basis of their responses to the researcher. Their feelingsand reactionstowards the questioning is analysed in order to gain better knowledge of the crucial factors about the topic. Research Approach Research approach is considered as a plan which consists of different ways and aspects which are broad assumptions of data analysis, collection and interpretation. There are two main approaches of research methodology such as the inductive and deductive which are useful for the researcher to interpret and analyse the data appropriately. The inductive approach is where a researcher adopts a completely fresh theory towards the topic of research (Walter and Ophir,
2019). Deductive research approach is helpful in expanding the existing theory which is adopted by the researcher in order to come at a desired outcome. The inductive research approach has been used as it relates with the qualitative research method which is selected by the researcher for conducting further research. This approach is beneficial in observing crucial aspects which are helpful for the research to select particular experiences and evaluate conclusions which are based on these experiences of people. It is an appropriate procedure in order to analyse the qualitative data which is useful by analysing specific evaluation objectives. Research Philosophy The research philosophy is a system of different beliefs and assumptions that are useful for the researcher to develop better knowledge for the collection and interpretation of data. There are two major research philosophies such as interpretivism and positivism which are crucial for evaluating the data properly. Positivism is a philosophy that suggests that only the factual knowledge which is gained through observation can be trusted in the research. Interpretivism explains that observing the social world is a crucial aspect of the research that is helpful for providing the results on the basis of the opinions and interests of the researcher. For this study, the researcher has used interpretivism philosophy as it is a qualitative approach which is useful for conducting a social research and understanding the feelings and opinions of the participants on the topic (Dougherty, Slevc and Grand, 2019). It explains the different methods such as participant behaviour and reaction which is crucial to analyse the human behaviour and society which is based on different ideas and experiences of individuals. Data Collection Data collection is referred as the process of measuring and gathering information which is useful to gain knowledge about certain topics and answer research related questions. It is of two types such as primary and secondary which is useful for the researchers to collect data for appropriate analysis and interpretation. The primary data collection method explains that the data is collected directly from people through interviews, surveys and experiments in order to gain individual knowledge of the topics effectively. Secondary data is the information which is
previously been gathered from different sources and can be directly used in order to come at conclusion. The both primary and secondary methods have been used in this research for maximising the quality of output and improving the effectiveness of the study (Clark and Vealé, 2018). Questionnaire has been used for conducting the primary research which is a research tool used to collectappropriateinformationfromparticipantsbyfeaturingvariousquestionstothem. Literature is used for collecting the secondary data which is a collection of published data which are based on particular areas of the topics and contains different elements such as journals, books and articles. Sampling It is a process which is considered in statistical analysis where the observations are taken from a specific population which is called as sampling. Sampling is of two types random and non-random which are helpful in gathering data from individuals in order to collect relevant information from the participants for maximising the outcome. Random sampling istechnique where every participant has equal probability of being chosen as a sample in the research. The non-random sampling is a technique where the selected respondents are based on different factors such as judgement, convenience and experience of the researcher. The random sampling method has been chosen by the researcher in order to provide equal probability for the employees to get selected as a sample. 30 employees of Hilton have been targeted by the researcher for knowing their perception about crisis management (Berndt, 2020). These people are provided with a questionnaire in order to answer the questions on the basis of their learning of the topic. Their answers have been analysed in order to understand the topic deeply and come at a specific outcome. Data Analysis Data analysis is referred as the process of modelling, transforming and cleaning data in order to discover appropriate information for improving the decision making. It is useful for the people to prepare informed outcomes on the basis of the data which is analysed by experts. There are two data analysis tools such as qualitative and quantitative which are used to analyse data appropriately. Qualitative tools are used for thematic analysis are helpful in understanding the
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appropriate themes and patterns to evaluate the results specifically (Anderson, 2019). The quantitative tools are used for statistical analysis of the data which is collected by the researcher for the study. The qualitative data analysis tools are used by the researcher under this research in order to provide a thematicanalysisof the collecteddata and reachingat a desired outcome (Castleberry and Nolen, 2018). It has helped the researcher to find out the real opinions and perceptions of the participants and evaluating the output effectively. Ethical Consideration The ethical considerations are specific principles or morals that are helpful in guiding the practices and designs of the research appropriately. These considerations are helpful for the researcher to monitor their research practices and conduct fair activities for an effective research. The ethics which have been considered under this research are equal opportunities for the participants to share their views on the topic and provide the correct information (Fuentes, 2020). The researcher has provided adequate knowledge to the viewers in order to conduct fair practices in the research. The secondary data that is collected by the researcher is not older than 5 years which is crucial in order to collect latest and relevant information from the sources which are available to them. These ethical considerations are useful for conducting the research properly and identifying certain aspects which are needed for a fair practice of the research. CHAPTER 4 – ANALYSIS AND FINDINGS Introduction - The analysis and findings are framed with the help of collecting the data and information from the 30 employees of Hilton Hotel. Theme 1 Inyourorganizationwhetherthecrisis management is being prioritized? Frequency Yes15 No10 Maybe5
Total30 Interpretation –From the above graph it is interpreted that 30 out of 15 individuals feel that there is prioritization of the crises management within the organization. 30 out of 10 individuals feel that there is no prioritization of the crises management by the organization. And the rest 30 out of 5 individuals feel that maybe there are crises management which are being prioritized within the organization. There are maximum number of individuals who are feeling that crises management is prioritized within hospitality organization which is a good thing and this helps in analysing and enabling the process and functions which are related to the organization at large scale. It helps in demonstrating the basis through which the crises within hospitality sector can be managed in effective and efficient manner at large scale appropriately. Theme 2 To what extent Covid -19 has affected the hospitality sector? Frequency Low5 Moderate5 High10 Extreme High10 Total30
Interpretation –From the above graph it is interpreted that 30 out of 10 respondents feel that due to Covid -19 the hospitality industry is being affected. Further, 30 out of 5 individuals feel that there has been moderate impact of Covid – 19 has affected the hospitality sector. 30 out of 10 individuals feel that there is high impact of Covid – 19 has affected the hospitality sector. 10 out of 30 individuals feel that there is extreme high risk to individuals from the impact of Covid – 19. This helps in addressing and creating value of how the hospitality sector is being impacted by the Covid – 19. It is important that the hospitality organization manages the crises which are impacting the organizational performance and productivity of employees at large sale within the hospitality sector. Theme 3 What is the importance of crises management in hospitality sector? Frequency Helps in minimizing the negative impact of employees and customers. 15 Entail plans to disaster events.10 Prevents damage to organization reputation.5 Ensuring that people are safe.5 Total30
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Interpretation –From the above graph, it is interpreted that 30 out of 15 individuals feel that crises management helps in minimizing the negative impact of employees and customers. 30 out of 10 individuals feel that crises management entails plans to disaster events. 30 out of 5 individuals feel that crises management prevents damage to organization reputation. 30 out of 5 individuals feel that crises management ensure that people are safe. This helps in addressing that importance of crises management in hospitality sector helps in addressing the aspect that how effectively the crises management can be enabled. It is important to manage the crises within the hospitalityindustrywhichhelpsinimprovingperformanceandincreasesproductivityof employees within organization. It is important to manage and create such aspects which helps in addressing and taking concern of productivity of employees. Theme 4 In your opinion what is the major reason due towhichthecrisesmanagementwithin hospitality sector has increased? Frequency Due to Covid - 1910 Financial crises10 Organizational performance10 Total30
Interpretation –It is interpreted from the above graph that 30 out of 10 individuals feel that due to Covid – 19 the crises management within the hospitality sector has been increased. 30 out of 10 individuals feel that financial crises is the manor reason due to which the crises management within hospitalitysectorhasincreased.30 outof 10 individualsfeelthatorganizational performance is the reason due to which crises management within hospitality sector has increased. It is very important to understand that the crises management has large impact on the hospitality industry and this adheres to knowing that how the organization reputation is managed and maintained at large scale. The hospitality sector is likely to get affected by the other factors but the major factor is Covid – 19. This helps in knowing and understanding the concerns which are related to the growth and development of the organization. Theme 5 Do you think that the strategies might help the hospitality organization to manage the crises? Frequency Yes10 No10 Maybe10 Total30
Interpretation –It is interpreted from the above graph that 30 out of 10 individuals feel that strategies might help the hospitality organization to manage the crises in effective manner. 30 out of 10 individuals feel that strategies do not help in hospitality organization to manage the crises. 30 out of 10 individuals feel that maybe the strategies might help in hospitality organization to manage the crises. It is very important that the strategies should be framed as this helps in assemblingtheconcernswhicharerelatedtothecrisestobemanagedeffectivelyand appropriately. There are concerns which are related to how effectively and in appropriate manner the crises are managed at large scale. The strategies help in engaging and analysing the concerns which are related to effectively considering the aspects of how the hospitality organization grows and establishes its major concerns regarding the crises management. Theme 6 Do you think strategies help in facing the crises management? Frequency Yes15 No10 Maybe5 Total30
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Interpretation –It is analysed from the above graph that 30 out of 15 feel that strategies helps in facing the crises management. 30 out of 10 individuals feel that strategies do not help in facing the crises management. 30 out of 5 individuals feel that maybe the strategies help in facing the crises management. This helps in analysing and creating value for the strategies which should be framed such that it helps in understanding that why there is need of some important and significant strategies to be framed in appropriate manner. CHAPTER 5 – RECOMMENDATION AND SUGGESTION Thus, it is recommended from the above research study that there should be improvement in the study of the hospitality sector more so that there is more information and data gathered at large scale. This is the study which is based on the descriptive analysis of how the data is gathered and this analyses in knowing the aspects of how effectively there should be certain specific ways which helps in demonstrating the concerns which are related to the crises management at large scale in appropriate manner (Rabby, 2020).Based on the findings, there are some major concerns which are related to how effectively and in appropriate manner there are concerns regarding the same for coping up with the crises which the hospitality industry is facing at large scale. It has been suggested that there should be concerns and effective strategies should beframedwhichhelpsinensuringtheconcernsatlargescale.Therearealsosome recommendations which are regarding some major strategies at large scale. This helps in creating value for which the results are being analysed at large scale. There are certain suggestions which helps in knowing the basis of how effectively the scale of crises are being managed. There is one suggestion which helps in analysing and creating value for which the basis of aspects of concerns are being idealized and this helps in knowing that how the data and
information is being gathered. Regrading the suggestion for the research study the policies and procedures should be followed appropriately and all data and information should be gathered in appropriate manner. The suggestion for this study is to use effective campaigns for making aware the public about the crises management which is Covid - 19. This will address the basic concerns which are related to the aspects of how effectively and in creative manner the research study will be done (Stivers and et.al., 2018). It is suggested to the researcher to analyse and identify the risk factors which helps in knowing and addressing the concerns and aspects at large scale. The crises management should be managed with the factors which are related to concerns of Covid -19 crises at large scale. Before conducting the research, it is suggested and recommended to the researcher that they are able to manage and identify the concerns and aspects of how the financing and planning is done for the research study. CHAPTER 6 – CONCLUSION According to the above research it has been concluded that crisis management is an important element for managing the hospitality sector appropriately which has provided better assistancetotheorganizationformanagingtheirwork.Themanagementofdifferent phenomenons in an organization is has been useful for the protecting the organization from the negative impact of the crisis. The research project has explained about the different aspects of crisis management which are crucial to understand in order to gain a better knowledge of the topic and evaluate the contribution of the factors which are related to it. This research has provided a specific understanding of the different ideologies which people have for the topic. The available information in the sources has been useful to gain better knowledge of the topic highlighting its specific new findings about the topic by conducting appropriate data analysis of the provided information. The hospitality sector might face several issues due to this crisis which needs to be managed with the help of appropriate efforts improving the condition of the organization. The participants have provided better inputs for the overall success of the research and achieving effective outcomes in the industry. This has a positive impact in improving the sustainability of the organization in the hospitality sector. The appropriate techniques and tools which are used under this research have been able to provide a better prospect of the topic and what impact it has
on the development of the hotel chain in the industry. It has been founded that the crisis management is significant in order to maintain the success of an organization in the industry. It is useful for the business for reducing the negative impact of these factors on the business and provide better assistance to the company to enhance their performance.
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REFERENCES Books and Journals Anderson, R., 2019. Intuitive inquiry: Inviting transformation and breakthrough insights in qualitative research.Qualitative Psychology.6(3). p.312. Berndt, A.E., 2020. Sampling methods.Journal of Human Lactation.36(2). pp.224-226. Castleberry, A. and Nolen, A., 2018. Thematic analysis of qualitative research data: Is it as easy as it sounds?.Currents in pharmacy teaching and learning.10(6). pp.807-815. Clark, K.R. and Vealé, B.L., 2018. Strategies to enhance data collection and analysis in qualitative research.Radiologic technology.89(5). pp.482CT-485CT. Dodu, S.P. and et.al., 2021. THE FAST FORWARD RESHAPE OF THE HOSPITALITY INDUSTRYINTIMESOFGLOBALCRISIS:AHILTON HOTELS'PERSPECTIVE.Romanian Economic and Business Review. 16(2). pp.106- 115. Dougherty,M.R.,Slevc,L.R.andGrand,J.A.,2019.Makingresearchevaluationmore transparent:Aligningresearchphilosophy,institutionalvalues,and reporting.Perspectives on Psychological Science.14(3). pp.361-375. Fuentes, A., 2020. Commentary: Other animals as kin and persons worthy of increased ethical consideration.Cambridge Quarterly of Healthcare Ethics.29(1). pp.38-41. Kennedy, M., 2022. Feminism and the Politics of Resilience: Spectacular girls and the place of psychoanalyticapproachesinfeministmediaandculturalstudiesduringthe Coronavirus crisis.European Journal of Cultural Studies. 25(1). pp.321-326. Lai, I.K.W. and Wong, J.W.C., 2020. Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19.International Journal of Contemporary Hospitality Management. Prayag,G.,2018.Symbioticrelationshipornot?Understandingresilienceandcrisis management in tourism.Tourism Management Perspectives.25.pp.133-135. Rabby, M.I.I., 2020. Current drugs with potential for treatment of COVID-19: A literature review:DrugsforthetreatmentprocessofCOVID-19.Journalofpharmacy& pharmaceutical sciences.23. pp.58-64. Stivers, T. and et.al., 2018. Treatment recommendations as actions.Health Communication. 33(11). pp.1335-1344. 1
Vašíčková,V.,2019.Crisismanagementprocess-aliteraturereviewandaconceptual integration.Acta Oeconomica Pragensia. 27(3-4). pp.61-77. Vouk, I., 2021. Finding the Balance Between Driving Revenue & Managing Costs. Walter,D.andOphir,Y.,2019.Newsframeanalysis:Aninductivemixed-method computational approach.Communication Methods and Measures.13(4). pp.248-266. Zamoum, K. and Gorpe, T.S., 2018. Crisis management: A historical and conceptual approach for a better understanding of today’s crises. InCrisis Management-Theory and Practice. IntechOpen. Questionnaire Q1.In your organization whether the crisis management is being prioritized? Yes No Maybe Q2. To what extent Covid -19 has affected the hospitality sector? Low 2
Moderate High Extreme high Q3. What is the importance of crises management in hospitality sector? Helps in minimizing the negative impact of employees and customers. Entail plans to disaster events. Prevents damage to organization reputation. Ensuring that people are safe. Q4. In your opinion what is the major reason due to which the crises management within hospitality sector has increased? Due to Covid Financial crises. Organizational performance. Q5. Do you think that the strategies might help the hospitality organization to manage the crises? Yes No Maybe Q6. Do you think strategies help in facing the crises management? Yes No Maybe 3