Importance of Managing Crises in Hospitality Sector - A Case Study on Marriott Hotel

This research study focuses on the importance of managing crises in the hospitality sector, with a case study on Marriott Hotel. It includes the analysis of research aims, methods, major findings, limitations, and suggestions for further research. The study covers the introduction, literature review, research methodology, analysis and findings, recommendations and suggestions, and conclusion. The research type is qualitative, with an interpretivism research philosophy and inductive research approach. The sample size is 30 employees of Marriott.

Research Project

ABSTRACT
This research study has undertaken for the analysis of framework of research aims, research
methods, major findings, major limitations and suggestion for further research. In detail, the
research study has framed the analysis of introduction of the research projects which has
included aims, objectives, background, rationale, research questions, scope and chapter review.
Further, the research study has included the literature review in which various themes has been
framed and these are based on the research objectives which has been framed appropriately.
Further, there is analysis of how effectively and in appropriate manner the research study has
been conducted at significant scales.
Moreover, this research study has also included the detail analysis of the research
methodology which helps in understanding the research type, research approach, research
philosophy, research sample, sampling technique, data collection and data analysis. Furthermore,
the research has bene done on the basis of different chapters which includes all the information
and data which has been framed. The data analysis and findings has also been done along with
the key findings in a specified and important manner. This research study has also included the
recommendations and findings which helps in providing the analysis of data in appropriate
manner at large scale within the research being conducted.
There has been reflection and conclusion of the whole research which helps in providing the
details at large scale within the research study. The research study is being conducted to ensure
that all the details and information is being gathered in appropriate manner with the help of
essential data and information which has been collected and represented in an appropriate
manner. Therefore, the research study is being conducted in an appropriate manner which helps
in understanding the main aim of the study effectively and efficiently. This is how the research
study has been done.

Table of Contents
Research Project..............................................................................................................................1
ABSTRACT....................................................................................................................................2
CHAPTER 1 - INTRODUCTION...................................................................................................5
Introduction..................................................................................................................................5
Background..................................................................................................................................5
Research Aim...............................................................................................................................5
Research Objectives.....................................................................................................................5
Research Questions......................................................................................................................5
Rationale......................................................................................................................................6
Scope............................................................................................................................................6
Chapter Preview...........................................................................................................................6
CHAPTER 2 – LITERATURE REVIEW.......................................................................................7
Theme 1 – Crises in hospitality sector.........................................................................................7
Theme 2 – Current practices for managing crises in organization..............................................7
Theme 3 – Importance of managing crises in hospitality sector.................................................8
CHAPTER 3 - RESEARCH METHODOLOGY............................................................................9
Research Type.............................................................................................................................9
Research Philosophy....................................................................................................................9
Research Approach....................................................................................................................10
Research Sample........................................................................................................................10
Sampling Technique..................................................................................................................10
Data Collection..........................................................................................................................11
Data Analysis.............................................................................................................................11
CHAPTER 4 – ANALYSIS AND FINDINGS.............................................................................12
CHAPTER 5 – RECOMMENDATION AND SUGGESTION....................................................20
CHAPTER 6 - CONCLUSION.....................................................................................................21
REFERENCES................................................................................................................................1

CHAPTER 1 - INTRODUCTION
Introduction
The purpose of the present study is to study the importance of managing crises in the
hospitality sector which is based on the case study of Marriott Hotel (Breier, Kallmuenzer and
et.al., 2021). The management of crises is related to how the organization is able to improve the
conditions which are caused due to Covid – 19. It is very important to manage the crises which is
Covid – 19 and this helps in addressing the aspects of how the crises are managed effectively.
Background
Covid - 19 has become an important aspect for the crises to be managed within the
hospitality sector as this helps in analysing the problems and issues which the company is facing
(Coombs and Laufer, 2018). The research project will, shed light on the importance of managing
crises in the hospitality sector. This will help in analysing the concerns which are related to how
effectively the effects of crises which is Covid – 19 is important to be managed.
Research Aim
To study the importance of managing crises in the hospitality sector — A case study on
Marriott Hotel.
Research Objectives
 To identify the crises in hospitality sector.
 To assess the current practices which are used for managing crises in Marriott Hotel.
 To analyse the importance of managing crises in the hospitality sector
 To be able to recommend better strategies for managing the crises within Marriott Hotel.
Research Questions
 What are the crises in hospitality sector?
 What are the current practices which are used for managing crises in Marriott Hotel?
 What is the importance of managing crises in the hospitality sector?
 What are the recommendations for managing the crises within Marriott Hotel?

Rationale
The rationale behind conducting the research is to identify and analyse the concerns which
are related to studying the importance of managing crises within hospitality sector (Coombs and
Laufer, 2018). It is important that the crises in hospitality sector are managed so that there are no
effects of Covid – 19 to be faced by the organization.
Scope
The scope of this research is that there are different roles and responsibilities of some
individuals which are stakeholders, governments who are responsible for managing the crises
and how they are contributing towards managing the crises within the organization (Coombs and
Laufer, 2018).
Chapter Preview
Chapter 2 – Literature Review - The current study will undergo the previous research. The
literature will include the themes which will be framed for evaluation and then the review of the
themes will be done.
Chapter 3 – Research Methodology – There are different methods within the study which are
being analysed and drawn within the study. Analysis of data collection method will be done.
Chapter 4 – Analysis and Findings – Findings will be done in the form of qualitative data
which will be framed in the form of themes.
Chapter 5 – Recommendation and Suggestion – For studying in detail the recommendations
will be provided along with the suggestions.
Chapter 6 – Conclusion – This will include the conclusion of while research study which will
be conducted.

CHAPTER 2 – LITERATURE REVIEW
Theme 1 – Crises in hospitality sector
According to Pappas and Brown, (2020), the crises which the hospitality sector is facing is
Covid – 19 and its impacts. Due to major crises in the hospitality sector, the hospitality
organization has been facing some problems and issues and this has created crises in the sector.
The facilities to customers and have not been provided effectively and as per their needs by also
fulfilling their requirements. The pandemic is also affecting the different areas of business and
operations within the hospitality sector. There has been large number of vacancy is demolishing
the business of the hospitality sector and this helps in considering the concerns of impact of
Covid – 19. The services of the hospitality sector are stabilized and are not in the mobile position
as there have been crises due to negative effects of Covid – 19. It is very important to manage the
crises which is Covid -19 within hospitality sector.
As per Baum, Mooney and et.al., (2020), it has become difficult to manage the services
and facilities which are to be provided to the customers and this analyses that the hospitality
sector is being impacted by the Covid -19 and the situation which the pandemic has caused. This
has decreased the value of business in the hospitality sector which has been analysed at large
scale. The reach to the customers has become very difficult due to the impact of Covid – 19 as
the major concern is safety for them which the hospitality sector is struggling to provide the
customers. Thus, the hospitality sector is being hit hard by the impacts of Covid – 19 which has
caused crises within the sector. The crises have also decreased the value and reputation of the
hospitality sector. Therefore, it is very important to resolve the issues which have been caused by
the crises.
Theme 2 – Current practices for managing crises in organization
As stated by Coombs and Laufer, (2018), it is important to manage crises in organization
so that the business is not impacted due to Covid - 19. For managing crises in organization, it is
important to follow some major practices which are currently undertaken so that the organization
is able to manage and flow according to the rules and regulations which are framed within
organization. There are certain practices which are important to be addressed and followed
within the organization. These practices are – maintaining social distancing among the
employees by guiding them to be on the safe side, identifying the hazards within the organization

so that there are aspects of how effectively is facilitating the safeguarding of the employees in
appropriate manner. It is important that the organization is able to address the safety practices
which are to be taken into concern within the organization. It is important for the organization
that it takes concern of the providence of the practices such that the scales of safety are
maintained by the employees of organization.
As denoted by Duchek, (2020), these practices are to be followed within the organization
which helps in initiating the concerns as to how effectively the safety concerns are initiated and
the organization is able to create value at large scale. The safeguarding practices which are
framed initiate proper precautions and measures for keeping the employees safe from the
negative impacts of Covid -19. Therefore, it is important the current practices such as using
masks, sanitizers, gloves and wearing PPE is important for employees while they are working
within the organization. This keeps and makes them aware of the safety concerns which are
denoted and are to be followed at large scale. Therefore, it is important to take precautionary and
preventive measures within the organization.
Theme 3 – Importance of managing crises in hospitality sector
Cortez and Johnston, (2020), states that it is very important to manage the crises which is
Covid - 19. This will help in improving and managing the functions and operations of hospitality
sector. The influence of the crises which is Covid – 19 will be lowered and this will help in
analysing the main concerns which is related to management of the crises the hospitality sector is
facing. The management of the crises which is Covid -19 will help in analysing, evaluating and
developing the measures, plans and manuals at large scale. Well prepared actions to be
undertaken and plans to be framed will help in initiating the major concerns which are related to
how the hospitality sector is able to manage the crises which is causing the decrease in the value
of the hospitality sector. The hospitality sector should be able to analyse and identify measures
regarding the management of crises and how it is being handled effectively.
As signified Lai and Wong, (2020), employees working in the organization can understand
and analyse the crises which is managed within the hospitality organization. The unexpected
developments are made within the crises management process which are important to be
analysed and this initiates and concerns the aspects which are related to effectively analysing and
identifying the measures which are to be used within the management of the crises which is

Covid - 19. It is important to manage the crises so that the hospitality sector is not affected by the
negative impacts of Covid -19. Crises are to be managed in such a way that it helps in analysing
and creating value of the organization which addresses to the concern of improvement in the
value of hospitality sector in effective and significant manner.
CHAPTER 3 - RESEARCH METHODOLOGY
Research Type
Research is defined as the creation of the new knowledge which helps in generating the
concepts, methodologies in an appropriate manner. There are two types of research which are –
Qualitative research and Quantitative research (Yu, Seo and Hyun, 2021). Qualitative research is
the research which is performed in depth and includes the theoretical aspects within the research.
Quantitative research is the research which collects the numerical data in appropriate manner. It
helps in finding the patterns and averages. The researcher in the research study has chosen
qualitative research type which has helped in providing the samples which are larger and are
accurate. This research type has also made the research objectified. Therefore, qualitative
research has been used within the research appropriately and in effective manner.
Research Philosophy
Research philosophy is defined as the systems of beliefs and assumptions about the
knowledge which is developed within the research. There are two types of research philosophies
which are – Interpretivism and Positivism. Interpretivism is defined as the study which involves
the researcher to interpret the core elements which are used in the research study (Zhou, Yan and
et.al., 2018). Positivism is defined as knowledge which is factual and gained through the
observation. The researcher has used interpretivism research philosophy which helps in
understanding and providing the responses of the respondents to be true and valid. With the help
of this philosophy the end results within the research are created to be more precise and accurate.
Therefore, interpretivism is the research which is being analysed for the research to be conducted
in appropriate manner.

Research Approach
Research approach is defined as the plan and procedure for the research which helps in
planning the steps of research from broad assumptions to detail methods of analysis, data
collection and its interpretation. There are two types of research approaches which are –
Inductive approach and Deductive approach (Castleberry and Nolen, 2018). Inductive approach
is defined as the approach which is set of observations, patterns of observations and framing
theories of those observations. Deductive approach is defined as the start of the theory which
helps in developing hypothesis from collecting and analysing data. The researcher follows
inductive research approach which helps in allowing flexibility and this helps in supporting the
new theory within the research. Therefore, it is important for the research to be prepared on the
basis of inductive approach.
Research Sample
Research sample is defined as the groups of people which is taken from the population
which is larger in scale for the research. The researcher has taken the sample of 30 employees of
Marriott. With the help of research sampling, the themes and questions were framed and survey
of 30 employees of Marriott were taken into consideration. Research sampling is advantageous
as it is one of the best and easier methods which helps in addressing and creating value for how
the research is being undertaken with the helps in understanding the samples which is collected
of the respondents. Thus, the research sample also helps in knowing that there is detailed
information which is being gathered effectively and appropriately within the research.
Sampling Technique
Sampling technique is defined as the identification and analysing of certain process which
helps in understanding the type of samples being undertaken within the research. There are two
types of sampling techniques which are – Probabilistic and Non – Probabilistic Sampling.
Probabilistic sampling is defined as the selection of sampling when the selection is based on one
principle of randomization or chance (Andrade, 2020). Non – probabilistic sampling is defined
as the method of selecting the units from a population. The researcher has undertaken
probabilistic sampling because it is easy to use and helps in providing higher level of reliability

of the research findings. This is how effectively and in appropriate manner the sampling is being
done with providence of appropriate technique which has been used within the research.
Data Collection
Data collection is defined as the process of gathering and collecting the information which
helps in enabling and understanding the research questions. There are two type of data collection
which are – primary data collection and secondary data collection. Primary data collection is
defined as the process of gathering data through surveys, interviews and experiments. Secondary
data is defined as the data which has been previously gathered and can be assessed by the
researchers (Zhou, Yan and et.al., 2018). The researcher has undertaken both primary and
secondary data. For this, survey was undertaken within the research which helped in analysing
the concerns related to how effectively and in appropriate manner the data was being gathered.
The questionnaire has been framed which helped in understanding and addressing to the
concerns which are related to research.
Data Analysis
Data analysis is defined as the process of systematically applying logical techniques to
describe and illustrate data. The data analysis has been done in the form of thematic data analysis
which is performed in an appropriate manner by understanding it (Zhou, Yan and et.al., 2018).
There have been themes which have been presented in the pictorial form with the help of graphs
being framed at large scale. There are aspects which helps in understanding the concerns of how
the data analysis is being done in appropriate manner. The data analysis has been done which
helps in providing the accurate knowledge and understanding of how the themes and
interpretation is being done. The interpretation of the data has been done which helps in
addressing and creating value of the themes based on questionnaire.

CHAPTER 4 – ANALYSIS AND FINDINGS
In this section, it has been conducting the survey questions through questionnaires
technique, identifying the positive response towards research topic (Liu and Yang, 2021). The
target audience is 30 employees of Marriott hotel.
Theme: 1 managing the crisis in hospitality industry through strategic tactics.
Q. 1 Do you think that managing the crisis in hospitality industry through strategic tactics.
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
11
7
8
4
Total- 30
Table: 1
Figure: 1
Data Interpretation-
From above table, it has been analysed that managing the crisis within hospitality
industry through strategic tactics. It plays an important role in order to find the suitable outcomes
or results. Maximum respondents are shared their positive attitude, behaviour and response’s on

the particular statement. Apart from that, it can be identified that 11 respondents are strongly
agree, 7 respondents are agreed, 8 respondents are strongly disagree and 4 respondents are
disagree.
Theme: 2 Crisis management strategies are enhancing the overall performance of the
organisation.
Q. 2 Is it possible that crisis management strategies are enhancing the overall performance
of the organisation?
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
10
7
8
5
Total- 30
Table: 2
Figure: 2

Data Interpretation-
From above table, it has been crisis management strategies are enhancing the overall
performance of the organisation. It plays an important role in order to find the suitable outcomes
or results. Maximum respondents are shared their positive attitude, behaviour and response’s on
the particular statement. Apart from that, it can be identified that 10 respondents are strongly
agree, 7 respondents are agreed, 8 respondents are strongly disagree and 5 respondents are
disagree
Theme: 3 Hospitality industry faced a serious risks or threats in the business operations and
functions.
Q. 3 Do you feel that hospitality industry faced a serious risks or threats in the business
operations and functions?
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
12
7
5
5
Total- 30
Table: 3
Figure: 3

Data Interpretation-
From above table, it has been analysed that hospitality industry faced a serious risks or
threats in the business operations and functions. Maximum respondents are shared their positive
attitude, behaviour and response’s on the particular statement. Apart from that, it can be
identified that 12 respondents are strongly agree, 7 respondents are agreed, 5 respondents are
strongly disagree and 5 respondents are disagree.
Theme: 4 crisis management practices plays an important role in the global pandemic and
ensuring the best protocols or procedures.
Q. 4 is it possible that crisis management practices plays an important role in the global
pandemic and ensuring the best protocols or procedures?
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
10
8
6
5
Total- 30
Table: 4
Figure: 4

Data Interpretation-
In above analysis, it has been examined the concept of crisis management practices which
plays an important role in the global pandemic and ensuring the best protocols or procedures.
Maximum respondents have been expressed their positive response on the statement because
they have already experienced the situation of crisis and needs to be applied the management
practices by hotel manager in the Marriott hotel. According to the complex situation, it can be
used the suitable protocols, procedures that helps to handle the complex situation in proper
manner. Based on the estimation, it has been examined that 10 respondents are strongly agree, 8
respondents are agreed, 6 respondents are strongly disagree and 5 respondents are disagree.
Theme: 5 identifying the differences between incidents & crisis event in hospitality industry.
Q. 5 Do you think that identifying the differences between incidents & crisis event in
hospitality industry?
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
9
9
6
5
Total- 30
Table: 5
Figure: 5

Data Interpretation-
On the basis of analysis, it has been concluded that statement- “identifying the
differences between incidents & crisis event in hospitality industry”. During crisis, this kind of
process has been followed by Marriott hotel and identifying the demand of business in step by
step manner. Majorly, it focuses on the response of target audience and gained more experience
within hotel organisation. Maximum respondents are shared their positive attitude, behaviour and
response’s on the particular statement. Apart from that, it can be identified that 9 respondents are
strongly agree, 9 respondents are agreed, 6 respondents are strongly disagree and 5 respondents
are disagree.
Theme: 6 global issues of the crisis influence the hotel manager in terms of decision-making
process.
Q. 6 Do you think that global issues of the crisis influence the hotel manager in terms of
decision-making process?
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
13
5
6
6
Total- 30
Table: 6
Figure: 6

Data Interpretation-
In above chart, it has been analysed the statement- “global issues of the crisis influence
the hotel manager in terms of decision-making process”. It is important aspect to use crisis
management practices which is always support for Marriott hotel to find the best options.
Undoubtedly, the global pandemic should be consider as global issue or challenge, influence
manager to consider the best prevention, solutions and then performed the decision-making
process. Majorly, it focuses on the response of target audience and gained more experience
within hotel organisation. Maximum respondents are shared their positive attitude, behaviour and
response’s on the particular statement. Apart from that, it can be identified that 13 respondents
are strongly agree, 5 respondents are agreed, 6 respondents are strongly disagree and 6
respondents are disagree.
Theme: 7 the significant role of leadership supports in the crisis situation at Marriott hotel.
Q. 7 Is it possible that the significant role of leadership supports in the crisis situation at
Marriott hotel?
Possibility Response
Strongly agree
Agree
Strongly disagree
Disagree
11
4
7
8
Total- 30
Table: 7

Figure: 7
Data Interpretation-
From above discussion, it has concluded that significant role of leadership supports in the
crisis situation at Marriott hotel. This is why because leadership style provide the idea about the
complex situation and modifying according to the demand. That’s why, hotel manager of
Marriott hotel is always concerned about the crisis and try to use right strategic approaches. In
this way, it can easily develop a strong coordination & collaboration with individuals.
Conducting the analysis, it has been identified the response of every target audience and identify
its opinion or view point on the concept of leadership. On the other hand, it has been summarised
that 11 respondents are strongly agree, 4 respondents are agreed, 7 respondents are strongly
disagree and 8 respondents are disagree.
Finding
The finding has been evolved by data analysis through questionnaires and Literature
reviews, it helps to identify the use of crisis management in the Marriott hotel. Beside the
smoothly handled the resolution of crisis and also minimised its impact on the organisation. By
using qualitative research method, it has been performed the analysis and serves as tool or
platform to enhance long term business relationship with different stakeholder. By considering
questionnaires, it has been concluded that 60% to 70% of respondent’s shows a positive response
and managing the crisis in the hotel business. Finding and suggestions are concluded, compiled
with proper recommendations in future research analysis.

At some point, it has been focused on the unexpected finding that is identify in the hotel
enterprise, which is not better way to prepare for the complex situations. With the study, it can be
developed an idea about the standardized thing in the hotel business level. But the descriptive
finding is only showing the significance of managing the crisis in the hotel business. Most
importantly, it goes for right direction and create a relationship between frequency of crisis and
demand of hotel. Although, it is expected to determine the positive preference of leadership
which plays an important role in hotel enterprise and supports the hotel manager during crisis or
complex situation.
CHAPTER 5 – RECOMMENDATION AND SUGGESTION
On the basis of results or outcomes, it has been revealed the interesting facts, new insights
about the significance of hotel enterprise. Throughout finding, it has been identified the concept
of crisis management and identifying the situation which have not encountered in the Hotel
business.
Based on the study, it has been recommended that prepare a proper training approach in
order to promote the situation of crisis. In fact, it is always influenced research participants to
participate into different activities, and also gaining real life experience. It can easily defined the
situation of crisis due to the global pandemic (Guillet and Chu, 2021). Moreover, it has been
focused on the logical recommendation in terms of hotel practices which will be starting a new
session immediately. It would maintain relevancy in terms of regulatory bodies and
understanding the preparation for crisis. At last, it also introduced the adequate procedure of
training and implementing different activities. Whenever it can be examined the unexpected
findings which needs to be understanding the crisis situation.
Suggestions-
 It has been suggested that create or develop a crisis management team or group by hotel
enterprise. It can be analysed the pre-crisis audit through questionnaires.
 It has concluded that suggest the crisis managing concept in which underlying the set of
principles, finding the integration of crisis management model. It depends on the
foundation of settings and made by investigator in this study (Ashraf, Afshan and
Sahibzada, 2021).
 It has been recommended that create interview based scenario, identifying the situation of
crisis which can be simulated applying through effective model.

 On the bass of particular limitation, it suggested the better advice for people to find the
neutralized concept in future research. It seems understanding the research areas on the
hospitality industry. At last, it also reached to the conclusion.
 It has been suggested the investigator in terms of professional development and focuses
on the crisis handling process, used in the hotel enterprise. It is majorly encouraging the
stakeholder to maintain and control the standardized processes.
CHAPTER 6 - CONCLUSION
Thus, it has been concluded from the above research that the aim of the research study was
to study the importance of managing crises in the hospitality sector which was done by
undertaking the case study of Marriott Hotel. Further, there were different chapters which were
being framed for the research to be undertaken. Chapter 1 helped in providing the details of the
research which were – research aim, objectives, background, rationale, research questions etc.
Moreover, Chapter 2 was done which included and framed the literature review which was based
on themes being prepared. After this, there was Chapter 3 which helped in analysing that what
are the different aspects in which the research was done and this mentioned research
methodology as the major topic. Further, in Chapter 4 there was data analysis and findings which
helped in providing the proper analysis of the data which was gathered. Chapter 5 within this
research study helped in providing the recommendation and suggestion. Further, the last part of
the research framed and analysed the concerns regarding the reflection of the whole research
which was being framed in an appropriate and effective manner. This is how the research has
been undertaken and is done in the detail manner.

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