Integrating New Technologies into Crisis Management within Hospitality Industry: A Study on Cromlix

This research investigates the role of integrating new technologies into crisis management within hospitality industry, with a study on Cromlix. It identifies the different types of new technologies adopted by the hospitality sectors in order to deal with the Covid-19 pandemic crisis, benefits gained by the hotel by adopting these technologies, and challenges faced by the hotel from the implication of technologies in their business.

Research Project

ACKNOWLEDGEMENT
I am feeling grateful and like thank my teachers and family who showed their devotion as
well as hard work on me for conducting this research. Because I was provided proper guidance
and support related to the research project. I was also able to conduct relevant study and got
chance to learn new information. My mentor friends and family give their proper support to
conduct the research. Without it, I would not complete this research properly. The also helped in
collecting the data, identifying the issues, creating the purpose related to the research topic.
1

ABSTRACT/EXECUTIVE SUMMARY
The following research is based on analysing the he role of integrating new technologies
into crisis management within hospitality industry. The selected organisation for the research is
Cromlix which is one of luxurious hotel located in Scotland. The following research identifies
the different types of new technologies are adopted by the hospitality sectors in order to deal
with the Covid-19 pandemic crisis. It further describes what are benefits gain by the hotel by
adopting these technologies. It also describes challenges that the hotel faces from the implication
of technologies in their business.
2

Contents
ACKNOWLEDGEMENT...............................................................................................................1
ABSTRACT/EXECUTIVE SUMMARY.......................................................................................2
Contents...........................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Research Aim and Rationale.................................................................................................4
1.2 Research Questions................................................................................................................5
1.3 Research Objectives...............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction of Literature review...........................................................................................6
2.2 Main Body.............................................................................................................................6
2.3 Conclusion of the literature review........................................................................................8
CHAPTER 3: METHODOLOGY...................................................................................................9
3.1 Research approach.................................................................................................................9
3.2 Research Methods..................................................................................................................9
3.3 Research Methodology..........................................................................................................9
3.4 Research Instruments/Tools.................................................................................................10
3.5 Sampling..............................................................................................................................10
3.6 Ethical Implications.............................................................................................................10
CHAPTER 4: FINDINGS (DATA ANALYSIS AND PRESENTATION).................................11
Frequency distribution table......................................................................................................11
Data presentation.......................................................................................................................13
CHAPTER 5: DISCUSSION (DATA INTERPRETATION).......................................................20
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................25
Questionnaire.............................................................................................................................25
3

CHAPTER 1: INTRODUCTION
Crisis management is considered as methods which are used by the organisation in order
to deal with the situation of crisis and business issues. These are the practices which are used by
the business so that to deal with sudden emergency situation. Crisis management is the
application of different strategies which helps the organisation to deal with sudden negative
event occurring in the organisation so that business functions can be executed in uninterrupted
manner (Ivanov and et. al., 2022). In the current time digital technologies are considered as a
major crisis management practice which helps the business to deal with negative situations. So
the current research is going to examine different methods used by hospitality industry so that to
deal with situation of crisis. The report is also going to investigate the challenges which could be
faced by the organisation while adopting new technologies in their organisation. Digital
technologies play significant role in managing the business functions in such manner that
business functions in successful manner in which business objectives can also be aligned
(Thirumaran and et. al., 2021). Using digital technologies in the business satisfaction level of
customers can be increased which is one of the greatest advantage of digital technologies.
1.1 Research Aim and Rationale
Research aim
To investigate the role of integrating new technologies into crisis management within
hospitality industry. A study on Cromlix.
Research rationale
The major rationale behind the current research is to develop basic understanding on the
topic of crisis management and usage of different digital technologies in terms of a practice of
crisis management. With the help of such digital technologies in the organisation situation of
crisis can be managed and at the same time business edge can be acquired. Besides this, the
research is going to fulfil dual perspective within researcher (Lai and Wong, 2020). The
perspectives are related with personal and professional. For personal perspective the current
research is helpful for improving different skills within researcher such as communication skills,
analytical skills, research skills and others so that the same could be used by the researcher in
managing their career. On the other hand, in terms of professional perspective the current
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research would provide the edge to the researcher in terms of executing future researches in more
refined manner.
1.2 Research Questions
 What are the new technologies adopted by hospitality sector during Covid 19
pandemic crises?
 What are the benefits of using the new technologies by Cromlix while managing the
crises of covid 19 pandemic?
 What are the challenges of new technologies within Cromlix?
 What are the recommendations for better strategies to overcome the challenges at the
time of Covid 19 pandemic to Cromlix?
1.3 Research Objectives
 To identify the new technologies adopted by hospitality sector during Covid 19
pandemic crises
 To assess the benefits of using the new technologies by Cromlix while managing the
crises of covid 19 pandemic
 To investigate the challenges of new technologies within Cromlix
 To be able to recommend better strategies to overcome the challenges at the time of
Covid 19 pandemic to Cromlix
5

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of Literature review
A literature review helps in establishing familiarity and understanding with current research
related to a specific field before conducting a new research.
2.2 Main Body
The new technologies adopted by hospitality sector during Covid-19 pandemic crisis
According to the view of Haryono and Wijaya (2022), the technologies are rapidly
developing for the purpose of making lifestyle of people easy. Covid-19 pandemic affects the
many industries and economies of different countries. At this time, many technologies are
developed with the motive of helping of many companies to deal with the Covid-19 situation.
The technologies which has been adopted by the hospitality sector at the time of Covid-19 are
Artificial intelligence, Blockchain, open source technologies and telehealth technologies. These
technologies helps in providing the best service to the customers as well as maintain safety and
precaution within hotels in proper manner. Maintaining safety at the time of Covid-19 pandemic
is crucial for the hotels in order to attract large number of customers for their business. By the
adopting of these types of technologies hotels can effectively maintain security in their place and
help in stopping the spread of corona virus in the country.
As per the view point of Abed (2021), Covid-19 is one of the dangerous pandemic
because many of people lost their lives in this situation. Most of the people are also feared in
order to go out from their house. In this situation, hotels faces many problems to operate their
business smoothly. At this time many technologies has been developed and it was adopted by
hotels to provides better and service to their customers. The technologies used by them are
drones, robots, synthetic biology, nanotechnology and many more. These technologies are useful
in making social distancing with the customers and make them secure from spread of virus in
their hotels. The technologies like drones and robots are one of the latest technology which helps
in serving the customers so they get protected from touch of any other human beings.
The benefits of using new technologies by Cromlix while managing the crisis of Covid-19
pandemic
In the opinion of Haryono and Wijaya (2022), there are many benefits which has been
gained by the hotels by the use of new technologies and managing the crisis of Covid-19
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pandemic in better manner. Technology helps in increasing the efficiency and productivity of the
business that help company to provide the effective service to their customer at the time of
COVID-19. These technologies create innovation in their workplace which helps in increasing
the customer base as well as making them satisfied. The important benefits of use these
technologies at the time of COVID-19 are to maintain safety in their workplace for their
employees and customers. These technologies are also helpful in making their employees
protected from the spread of virus. This will helps in motivating them to work effectively in the
organisation at the time of pandemic and achieve the organisational goals and objectives in better
manner.
As per the perspective of Atasoy, Türkay and Şengül (2022), at the time of Covid-19
many companies uses new technologies to make their operations smoother and effective and
attract more and more customers. These technologies are helpful for the hotels to deal with the
COVID-19 situation as well as maintain safety and security of their people in better manner.
These technologies provide many other benefits to them that help company to deal with the
situation in better manner. It involves easier, faster as well as more effective communication,
better and more efficient manufacturing techniques, less wastage, more effective marking and
promotions and new sales avenues. It will also help in increasing the market growth of their
business as well as gain competitive advantages.
The challenges of new technologies within Cromlix
As per the view of Bedale (2022), there are many challenges associated with the
implementation of new technologies in the business. One of the challenges that the hotels face
while implementing technologies is information security. The protection of sensitive intellectual
property data, customer information and financial documents are crucial for the businesses in
order to keep their business healthy as well as competitive. Use of technology may create
problem for them to protect their important data. The other challenge that the hotel faces due to
the implementation of technologies in their business is fulfilling the compliance requirements.
Every hotel is required to deal with compliances in order to operate their business in smooth
manner. Internet of Things is one of the new technologies which are used in business but it also
creates problems also. It create potential gap in their cyber security which also affects their
business operations also.
7

According to the view of Wiederhold and Riva (2019), new technologies that are used in
business are helpful as well as provide many benefits to them. On the other hand these create
challenges for the company and also develop many difficulties in smooth operations of their
business. Introduction of the new automation tools into the business workflows creates many
complications in their work place. Because most of the employees are found difficulty in order to
adjust themselves with new automation tools and performs their work in better manner. Artificial
intelligence and machine learning are one of the most effective technologies at today's time but it
also creates challenges for the company. It makes to find the right AI and machine learning
algorithm for their business processes.
2.3 Conclusion of the literature review
From the above mentioned literature review, it has been concluded new and emerging
technologies helps hotel industry to deal with Covid-19 pandemic crisis more effectively. There
are many types of used by hotels for dealing with COVID-19 pandemic in effective manner
which includes Artificial intelligence, Blockchain, robots and many more. These technologies
provide many benefits to the hotels in order to operate their business in better manner. The hotels
also face many challenges while implementing new technologies in their business in order to
deal with the Covid-19 pandemic in better manner.
8

CHAPTER 3: METHODOLOGY
3.1 Research approach
Research approach is described as a procedure and plan which have some steps of broad
assumption for detailing the methods of data collection, analysis and interpretation. There are
two types of research approach in methodology which includes inductive and deductive Nardi,
2018). The researcher selects deductive research approach that helps in collecting, analysing and
evaluating the numerical data related to research topic in better manner. This research approach
allows researcher in order to use logic for justifying the work related decisions while conducting
the research. It creates possibility in order to explain casual relationship between the concepts
and variables in better manner.
3.2 Research Methods
Research methods describe the specific procedures in order to collect and analyse the
data. There are two types of research methods in research methodology which includes primary
and secondary data collection methods. In the following research, researcher selects both the data
collection methods. Primary data collection methods helps researcher in order to collect data
directly from the respondents through survey (McNabb, 2020). It provides up to date information
related to research topic. On the other hand, secondary data collection method helps researcher to
collect important data from various sources such as books, journals, scholarly articles and many
more. This method is not expensive which make easy for the researcher to collect the
information.
3.3 Research Methodology
Research methodology is described as specific techniques which are used to identify
select, process as well as analyse the information related to the particular topic. There are two
main types of research methodology that are qualitative research methodology and quantitative
research methodology (Sheard, 2018). The researcher selects quantitative research methodology
for the following research as it helps in collecting, analysing and evaluating numerical data
related to the research topic. This research methodology provides reliable and repeatable
information. It helps researcher to conduct much broader research by involving many people. It
also helps in collecting the information in quick manner and achieves aim and objectives of the
research effectively.
9

3.4 Research Instruments/Tools
Research instruments are described as a tool which used to collect measure as well as
analyse the data related to the topic. There are many types of research instruments in
methodology such as questionnaires, surveys, scales and so on. In the following research,
researchers selects questionnaire in order to collect information from the respondents (Bergin,
2018). With the help of this researcher can save their money because it contain less cost in
comparison to other methods. It also helps in researching the people in quick manner in order to
conduct the research more effectively. Ir provides flexibility to the respondents over when and
where to complete their questionnaire.
3.5 Sampling
Sampling is described as process which is used in statistical analysis that helps in taking
the predetermined number of information from the whole population. There are two types of
sampling in methodology that are probability and non-probability. The researcher selects
probability sampling for selecting respondents randomly from the whole population. The
researcher selects 50 respondents through probability sampling (Lo, Rey-Martí and Botella-
Carrubi, 2020). This sampling does not create any systematic error as well as sampling bias in
the following research. This sampling provides higher level of reliability related to the research
findings. This sampling is cost effectiveness that helps researcher to conduct the researcher in
low cost.
3.6 Ethical Implications
Ethical consideration with in research is some principles that are important to follow
while conducting the research in any topic. The ethical consideration helps in protecting the
rights of research participants, enhance the research validity as well as maintain scientific
integrity. The ethics which have been followed in the following research are honesty, objectivity,
integrity, carefulness, openness, confidentiality (Yu, 2020). The research ethics are necessary is
every time as it helps in preventing the participants from the excessive or permanent harm
whether they are inadvertent or not.
10

CHAPTER 4: FINDINGS (DATA ANALYSIS AND PRESENTATION)
Frequency distribution table
Q.1. As per your analysis, do you think that the outbreak of COVID-19
has developed unpredicted challenges for hospitality industry of UK?
Frequency
a) Yes 30
b) No 10
c) Can't say 10
Q.2. Do you think that adoption of digital technologies has made business
functions of hospitality easier?
Frequency
a) Yes 30
b) No 10
c) Can't say 10
Q.3. What are the new technologies used by Cromlix during managing
crisis of global pandemic of COVID-19?
Frequency
a) Big database management 5
b) Live promotion using live streaming platforms 9
c) Robotic systems 8
d) Order tracking system 7
e) Social media channels 6
f) Smart energy Management 8
g) Online reputation Management Technology 7
Q.4. What is the benefit of using new technologies for Cromlix in terms of
managing crisis situation of COVID-19?
Frequency
a) Helped in managing customers 9
b) Helped in dealing with customer's needs 8
11

c) Assisted in managing customer's demand 5
d) Providing zero contact service deliveries to customers 10
e) Gaining attention of customers 12
f) Providing ease to employees for managing their roles 6
Q.5. What are the challenges faced by Cromlix during implementing
digital technologies in their organisation?
Frequency
a) Expensive and time-consuming 7
b) Needs frequent attention 8
c) Change resistance 9
d) Creates technology dependence 11
e) Lack of human efficiency 6
f) Security concerns 5
g) Budget constraints 4
Q.6. Do you think that adoption of digital technologies helped Cromlix to
deal with issues of COVID-19 in better way?
Frequency
a) Yes 35
b) No 10
c) Can't say 5
Q.7. As per your perception, should Cromlix invest their valuable
organisational resources in developing digital presence in business
practice?
Frequency
a) Yes 45
b) No 5
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Data presentation
Table 1: Outbreak of COVID-19 has developed unpredicted challenges for hospitality industry of
UK
Q.1. As per your analysis, do you think that the outbreak of COVID-19
has developed unpredicted challenges for hospitality industry of UK?
Frequency
a) Yes 30
b) No 10
c) Can't say 10
a) Yes b) No c) Can't say
0
5
10
15
20
25
30
30
10 10
Illustration 1: Outbreak of COVID-19 has developed unpredicted challenges for hospitality
industry of UK
Table 2: Adoption of digital technologies has made business functions of hospitality easier
Q.2. Do you think that adoption of digital technologies has made business
functions of hospitality easier?
Frequency
a) Yes 30
13

b) No 10
c) Can't say 10
a) Yes b) No c) Can't say
0
5
10
15
20
25
30
30
10 10
Illustration 2: Adoption of digital technologies has made business functions of hospitality
easier
Table 3: New technologies used by Cromlix during managing crisis of global pandemic of
COVID-19
Q.3. What are the new technologies used by Cromlix during managing
crisis of global pandemic of COVID-19?
Frequency
a) Big database management 5
b) Live promotion using live streaming platforms 9
c) Robotic systems 8
d) Order tracking system 7
e) Social media channels 6
f) Smart energy Management 8
14

g) Online reputation Management Technology 7
0
2
4
6
8 5
9 8 7 6
8 7
Illustration 3: New technologies used by Cromlix during managing crisis of global pandemic
of COVID-19
Table 4: Benefit of using new technologies for Cromlix in terms of managing crisis situation of
COVID-19
Q.4. What is the benefit of using new technologies for Cromlix in terms of
managing crisis situation of COVID-19?
Frequency
a) Helped in managing customers 9
b) Helped in dealing with customer's needs 8
c) Assisted in managing customer's demand 5
d) Providing zero contact service deliveries to customers 10
e) Gaining attention of customers 12
f) Providing ease to employees for managing their roles 6
15

0
2
4
6
8
10
12 9 8
5
10
12
6
Illustration 4: Benefit of using new technologies for Cromlix in terms of managing crisis
situation of COVID-19
Table 5: Challenges faced by Cromlix during implementing digital technologies in their
organisation
Q.5. What are the challenges faced by Cromlix during implementing
digital technologies in their organisation?
Frequency
a) Expensive and time-consuming 7
b) Needs frequent attention 8
c) Change resistance 9
d) Creates technology dependence 11
e) Lack of human efficiency 6
f) Security concerns 5
g) Budget constraints 4
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a) Expensive and time-consuming
b) Needs frequent attention
c) Change resistance
d) Creates technology dependence
e) Lack of human efficiency
f) Security concerns
g) Budget constraints
0
2
4
6
8
10
12
7 8 9
11
6 5 4
Illustration 5: Challenges faced by Cromlix during implementing digital technologies in their
organisation
Table 6: Adoption of digital technologies helped Cromlix to deal with issues of COVID-19 in
better way
Q.6. Do you think that adoption of digital technologies helped Cromlix to
deal with issues of COVID-19 in better way?
Frequency
a) Yes 35
b) No 10
c) Can't say 5
17

a) Yes b) No c) Can't say
0
5
10
15
20
25
30
35
35
10
5
Illustration 6: Adoption of digital technologies helped Cromlix to deal with issues of COVID-
19 in better way
Table 7: Cromlix invest their valuable organisational resources in developing digital presence in
business practice
Q.7. As per your perception, should Cromlix invest their valuable
organisational resources in developing digital presence in business
practice?
Frequency
a) Yes 45
b) No 5
18

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
5
Illustration 7: Cromlix invest their valuable organisational resources in developing digital
presence in business practice
19

CHAPTER 5: DISCUSSION (DATA INTERPRETATION)
Theme 1: Outbreak of COVID-19 has developed unpredicted challenges for hospitality
industry of UK
Interpretation: From the above graph this can be summarised that due to outbreak of COVID-
19, unprecedented challenges are seen within hospitality industry of UK which are related with
their business operations. This has been determined that there are different factors which are
related with managing business functions. Out of 50 respondents, 30 have said that hospitality
industry is facing issues due to outbreak of COVID-19.
Theme 2: Adoption of digital technologies has made business functions of hospitality easier
Interpretation: According to the mentioned graph this can be summarised that there are
different functions which are taken within hospitality industry and these are related with
managing customer's edge and relationship as well. In the context of above research out of 50
respondents, 30 have said that with the help of adopting digital technologies the hospitality
industry was able to manage business functions.
Theme 3: New technologies used by Cromlix during managing crisis of global pandemic of
COVID-19
Interpretation: According to there are different new technologies which are used by the
hospitality industry so that to deal with the situation of crisis so that to manage their business
functions. Out of 50 respondents, 5 have said that the major technology is related with big data
base management, 9 have said that the major technology is related with live promotion using live
streaming platforms, 8 have said that robotic system is related with the major new technologies,
7 have said that order tracking system is the major technology, 6 have said that social media
channels are the major digital technologies in the organisation, 8 have said that smart energy
management is the major digital technologies in the organisation. At last 7 have said that on;ine
reputation management is the major digital technology used by hospitality industry.
Theme 4: Benefit of using new technologies for Cromlix in terms of managing crisis
situation of COVID-19
Interpretation: From the graph this can be concluded that there are significant technologies
which are used by the hospitality industry so that to manage their business functions. These
technologies are helpful in taking out benefits for the business in which situation of crisis can be
dealt in better way. In this research out of 50 respondents, 9 have said that these technologies
20

have helped the organisation to manage their customers, 8 have said that these technologies
assisted in dealing with customer's needs, 5 have said that these technologies helped the
organisation to manage customer's demand, 10 have said that using digital technologies the
organisation was able to provide zero contact services to their customers, 12 have said that these
technologies have helped in gaining attention of customers and at last 6 have said that using such
digital technologies employee felt easiness to manage their roles.
Theme 5: Challenges faced by Cromlix during implementing digital technologies in their
organisation
Interpretation: As per the above mentioned graph this can be summarised that there are various
challenges which are being faced by the hospitality industry so that to implement digital
technologies in the organisation. In this out of 50 respondents, 7 have said that the major
challenge is related with cost and time, 8 have said that the challenge is related with attention, 9
answered that change resistance is the major challenge, 11 have answered that the challenge is
related with creating technology dependency and at last 6 have said that the major issue is related
with lack of efficiency.
Theme 6: Adoption of digital technologies helped Cromlix to deal with issues of COVID-19
in better way
Interpretation: From the graphical representation this can be analysed that majority of
participants have answered that adoption of digital technologies have helped Cromlix to deal
with the issues of COVID-19.
Theme 7: Cromlix invest their valuable organisational resources in developing digital
presence in business practice
Interpretation: The graph states that the organisation should invest their valuable resources in
developing digital presence in their business practice.
21

CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
Conclusion
From the above mentioned information, it has been concluded that new and emerging
technologies are effective and helpful for the company for dealing with the Covid-19 pandemic
situation in better manner. Artificial intelligence, Blockchain, open source technologies and
telehealth technologies, drones, robots, synthetic biology, nanotechnology are some technology
adopted by the hospitality industry at the time of Covid-19 pandemic. The benefits that the
company gain from the adoption of these technologies are increasing the efficiency and
productivity, increasing the customer base as well as making them satisfied maintain safety in
their workplace easier, faster as well as more effective communication, better and more efficient
manufacturing techniques, less wastage, more effective marking and promotions as well as new
sales avenues. The challenges that the company faces from new technologies are protection of
sensitive intellectual property data, fulfilling the compliance requirements as well as potential
gap in their cyber security complications. Quantitative research methodology is helpful for the
researcher in order to collect, analyse and evaluate numerical information for the research in
better manner. Questionnaire is helpful instrument that help researcher in order to collect data
from 50 respondents for meeting the aim and objectives of the research.
Recommendation
From the above discussion, it has been analysed that the Cromlix hotels faces many problems in
order to deal with the Covid-19 pandemic. There some better strategies which have been
recommended to the hotel that helps them to deal with the Covid-19 pandemic or any future
crisis in effective manner. Some of them are described below:
Setting clear objectives- The top managers of the hotel need to set clear and detailed
objectives related to the crisis. They should collect the proper details about the customers,
parties, people, suppliers, employers and other stakeholders which may be affected through the
crisis. After this, they should lay out a plan to cover up the losses that may arise in future due to
crisis.
Building a committed team- The other strategies that will recommended to the Cromlix
hotel is to build a team that is dedicated in order to find ad deal with the crisis in better manner.
The crisis management team of the company will includes those members that are highly skilled
22

and experienced to deal with the crisis in effective manner. It will also help them to operate their
business smoothly in any crisis and provide excellent service to their customers.
Ensure consistent communication- The top managers of the hotel need to ensure that
their workplace has an open and well established communication network. This will help their
crisis management team to communicate with employees, customers, the public and legal parties
related to all the potential risk and crisis. This will help them to effectively deal with the crisis
situation in the organisation.
Anticipating of a crisis- Anticipation describes the identification of the areas where crisis
can occurs in the organisation. It also includes knowing about the every step or misstep that
helps in dealing with the crisis. The managers of Cromlix hotel need to focus on identifying the
area where the crisis may occur in future as well as think about the steps which have taken in
order to stop it. This will also help hotel to operate their business effectively while dealing with
the future crisis.
Establishing preventive measures- The top managers of the hotel need to predict the kind
of crisis that may face in future from objectives which has been set by them. For preventing the
problem, the managers will lay out their work as well as ensure deadlines and legal matters. The
finances are also need to keep in line and up to date for dealing with the future crisis in manner.
Implication for further research
The researcher collects proper knowledge and information regarding the use of technologies
for dealing with the crisis like covid-19. This information and knowledge helps researcher in
order to conduct the future research related to similar topic in better manner. While conducting
this research learn how to conduct the whole research for achieving the aim and objectives of the
research. This will also help researcher to conduct their future research in any topic in effective
manner. From this researcher collects, analyse and measure numerical data which can also be
used in further research for the similar topic.
23

REFERENCES
Books and Journals:
Ivanov and et. al., 2022. Biosecurity, crisis management, automation technologies and economic
performance of travel, tourism and hospitality companies–A conceptual
framework. Tourism Economics, 28(1), pp.3-26.
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.
Thirumaran and et. al., 2021. COVID-19 in Singapore and New Zealand: Newspaper portrayal,
crisis management. Tourism Management Perspectives, 38, p.100812.
Haryono, C.G. and Wijaya, C., 2022. The crisis management strategies of Indonesian event
organizers in the face of COVID-19. Journal of Hospitality and Tourism Insights.
Abed, S.S., 2021. A literature review exploring the role of technology in business survival during
the Covid-19 lockdowns. International Journal of Organizational Analysis.
Haryono, C.G. and Wijaya, C., 2022. The crisis management strategies of Indonesian event
organizers in the face of COVID-19. Journal of Hospitality and Tourism Insights.
Atasoy, B., Türkay, O. and Şengül, S., 2022. Strategic responses of chain hotels to COVID-19
from a situational crisis communication theory perspective. Journal of Hospitality and
Tourism Insights.
Bedale, W., 2022. Environmental Controls: Emerging Technologies and Predictive Analytics to
Address Complex Sanitation Challenges. Food Protection Trends, 42(4), pp.326-336.
Wiederhold, B.K. and Riva, G., 2019. Virtual reality therapy: emerging topics and future
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Bergin, T., 2018. An introduction to data analysis: Quantitative, qualitative and mixed methods.
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Lo, F.Y., Rey-Martí, A. and Botella-Carrubi, D., 2020. Research methods in business:
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Sheard, J., 2018. Quantitative data analysis. In Research Methods: Information, Systems, and
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Nardi, P.M., 2018. Doing survey research: A guide to quantitative methods. Routledge.
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Yu, L., 2020, August. Ethical considerations in case studies. In 2020 1st Workshop on Ethics in
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APPENDIX
Questionnaire
Q.1. As per your analysis, do you think that the outbreak of COVID-19 has developed
unpredicted challenges for hospitality industry of UK?
a) Yes
b) No
c) Can't say
Q.2. Do you think that adoption of digital technologies has made business functions of
hospitality easier?
a) Yes
b) No
c) Can't say
Q.3. What are the new technologies used by Cromlix during managing crisis of global
pandemic of COVID-19?
a) Big database management
b) Live promotion using live streaming platforms
c) Robotic systems
d) Order tracking system
e) Social media channels
f) Smart energy Management
g) Online reputation Management Technology
Q.4. What is the benefit of using new technologies for Cromlix in terms of managing crisis
situation of COVID-19?
a) Helped in managing customers
b) Helped in dealing with customer's needs
c) Assisted in managing customer's demand
d) Providing zero contact service deliveries to customers
e) Gaining attention of customers
f) Providing ease to employees for managing their roles
Q.5. What are the challenges faced by Cromlix during implementing digital technologies in
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their organisation?
a) Expensive and time-consuming
b) Needs frequent attention
c) Change resistance
d) Creates technology dependence
e) Lack of human efficiency
f) Security concerns
g) Budget constraints
Q.6. Do you think that adoption of digital technologies helped Cromlix to deal with issues of
COVID-19 in better way?
a) Yes
b) No
c) Can't say
Q.7. As per your perception, should Cromlix invest their valuable organisational resources in
developing digital presence in business practice?
a) Yes
b) No
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