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

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
4

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