Post-Pandemic Crisis Management Strategies in Tourism Industry: A Case Study on Thomas Cook

This study focuses on the importance of post-pandemic crisis management strategies and their impact on the tourism industry. It includes a case study on Thomas Cook and covers topics such as crisis management practices, managing an unprecedented crisis during the global pandemic, and overcoming crisis challenges by using strategic management approach. The study also includes data interpretation and analysis based on questionnaires from 40 employees of Thomas Cook.

Unit 19
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Contents
PART-1......................................................................................................................................3
Chapter-1 Introduction...............................................................................................................3
Aim.........................................................................................................................................3
Objective................................................................................................................................3
Research questions.................................................................................................................3
Research rationale..................................................................................................................3
Chapter-2 Literature Review......................................................................................................4
Chapter-3 Research Methodology..............................................................................................5
PART-2......................................................................................................................................7
Chapter-4 Data Interpretation....................................................................................................7
Chapter-5 Conclusion and Recommendation...........................................................................13
Conclusion............................................................................................................................13
Recommendation..................................................................................................................13
Chapter-6 Reflection and alternative approach........................................................................14
Alternative methodologies & approaches for future tourism and hospitality research........14
Reflection.............................................................................................................................14
REFERENCES.........................................................................................................................16
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PART-1
Chapter-1 Introduction
The global pandemic has been created a crisis unprecedented in the context of social,
economic as well as environmental implications. The major consequences of crisis in the
most affected the different countries, especially tourism industry (Ghasemi, Nejad and
Aghaei, 2021). It was develop a situation of economic crisis while minimising the level of
productivity of tourism business. Therefore, it is directly affecting the performance of
employees, measures the best practices that needs to be adopted by tourism business. The
objective of this study is to analyse the post-pandemic crisis management practices which
will be implementing in the enterprise. The study is relevant to the crisis management
strategies which has placed to emphasis on the vulnerabilities of societies.
Aim – To determine the importance of Post-pandemic crisis management strategies and
impacts on the tourism industry. A case study on “Thomas Cook”.
Objective
 To understand the concept of Post-pandemic crisis management strategies.
 To identify the significant of managing crisis in Thomas cook.
 To overcome challenges during covid-19 by strategic approach.
Research questions
 What is the concept of crisis management practices?
 Is Thomas cook ready for accepting a new reality and planning to implement post-
pandemic crisis management practices?
 What is the significance of managing crisis in Thomas cook?
Research rationale
The purpose of this study is to understand how tourism industry reacted at starting of
the global pandemic and afterward, it will be implementing crisis management strategies. It
helps to improve the performance of organisation on the basis of response. The rationale of
study is to analyse the significance of post-pandemic crisis management strategies which was
implemented after covid-19 and gaining more scope of relevant business management tasks.
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Chapter-2 Literature Review
1. Crisis management practices/strategies
According to Kohl and et.al. (2022) the crisis management practices are considered
the most important thing in order to create a relation for opportunities, threats arising at the
time of covid-19. While focused on the negative economic impact on the tourism industry.
By considering the crisis management practices, the tourism industry has been gained more
opportunities arising from pandemic and performed some kind of changes in business such as
advancement of technology. This can be possible when implementing crisis management
strategies and ability to grow business at different level.
BELLIHI, OUFKIR and BOUDOHAY (2021) Said that crisis management practices
are offering a better opportunity for organisation to identify the specific goals and objective.
After the global pandemic, it is difficult for tourism organisation to remain maintain a
position so that it has been focused on developing a better opportunity through crisis
management practices. It supports for enterprise to find the positive as well as negative
consequences, accordingly it can be used the ultimately test
2. Managing an unprecedented crisis during the global pandemic (covid-19)
According to Adeyemo, Tu and Keene (2021) the global pandemic has been
represented a multifaceted crisis and affects the dimensions of tourism industry. In some
cases, it is defined the balanced approach in order to consider the economic, social as well as
environmental issues. Thus, covid-19 has been increased the situation of social issues such as
layoff, lower profitable rate, lack of protection of employees. These kind of issues are
generated at tourism organisation because of the pandemic. In some situation, it is difficult
thing to find the interrelated problems without considering crisis management strategies.
Because it provide the better approach to relate with the company activities and preventing
the risks or threats.
Al-Omoush, Palacios-Marqués and Ulrich (2022) said that covid-19 crisis have
developed the new expectations among different stakeholders, including tourism
organisations, proactive participation in order to find the best solution so that they can easily
overcome the situation of economic crisis. Usually, the tourism enterprise is taking some
necessary responsibility in order to prevent the illness in certain areas such as unemployment.
It is likely to create various disruptions & needs to be handled in proper manner. The tourism
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organisation to engage in the consideration of the global pandemic, measure the failure
process of enterprise. Afterwards, it has been focused to make an effective plan for
implementing post pandemic crisis management strategies. It helps to achieve long term
business growth and development.
Chapter-3 Research Methodology
Research type- it is based on the technique to find the relevant information and used in the
research project (Lê and Schmid, 2022). Generally, it can be divided into two ways: -
qualitative and quantitative. In this study, the researcher have chosen qualitative type in order
to focus on the descriptive information which provide brief idea how to consider existing
theories, model in the enhancement.
Research approach- it is based on the conceptual termed in order to follow a suitable
procedures. It depends on the assumptions and finding the relevant data or information.
Usually, a research approach can be categorised into different types- deductive, inductive and
abductive. In this study, the scholar have chosen inductive research approach because it is
relevant to the qualitative approach and formulating a particular questions, objectives, finding
answer.
Research design- it is kind of procedure which have been representing the choice between
research types. Usually, it can be divided into exploratory and conclusive (Adams and
McGuire, 2022). The researcher have selected the exploratory research design because it
relates to qualitative method and reached the conclusion on the basis of research questions.
Research philosophy- It is expressed the belief about the way in order to gather, analyse and
used appropriate data. Identifying four kind of research philosophy such as realism,
positivism, intepretivism and pragmatism. The researcher can be selected the intepretivism
because it provide the facility to find relevant information through observation, conducting
survey questions.
Data collection method- It is based on the technique for collecting information about research
topic. Basically, two type of data collection techniques are used such as primary and
secondary. In this study, researcher has been considered the primary data collection and
gathering information through questionnaires.
Sampling- it has been selecting simple random technique by researcher. The size of sample
40 employees of Thomas cook.
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Data analysis – the researcher has been selected thematic analysis and mainly focused on
theoretical descriptive analysis and finding the conclusion.
Ethical considerations-
 Maintain a situation of misleading information at the time of primary data analysis.
 Any kind of communication is relation to be maintained by research with proper
honesty and transparency.
 Full consent should be gathered from research participants.
Time-line-
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PART-2
Chapter-4 Data Interpretation
In this section, it has been conducted the data interpretation and analysis of relevant
information about the importance of post-pandemic crisis management strategies. It is also
identifying its significant impact on the tourism industry. By using questionnaires technique,
it is targeting the audience such as 40 employees of Thomas Cook.
Theme: 1 post-pandemic crisis management strategies will improve the business
operational activities on regular basis.
Q. 1 is it possible that post-pandemic crisis management strategies will improve the
business operational activities on regular basis?
Possibility Frequency
Response-1 (highly positive)
Response-2 (positive)
Response-3 (highly negative)
Response-4 negative
15
10
9
6
Total 40
Table: 1
e pon eR s s -1 e pon eR s s -2 e pon eR s s -3 e pon eR s s -4 Total
0
5
10
15
20
25
30
35
40
i it po i le t at po t pandemic cri iQ. 1 s ss b h s - s s
mana ement trate ie ill impro e t e ineg s g s w v h bus ss
operational acti itie on re lar a iv s gu b s s?
Figure: 1
Data Interpretation-
7

In above chart, it has been demonstrated the concept of post-pandemic crisis
management strategies, which will help to improve the business operational activities on
regular basis. It has become obvious thing to determine the preferences of individual’s. Every
target audience such as 40 employees of Thomas Cook share their response to the context of
post-pandemic crisis. Based on the analysis, it has found that highly positive response of 15
respondent’s, 10 positive sign, 9 are highly negative, and 6 are negative. These are the best
way to share the opinion of every respondent’s because they have already gained experience
in the organisation.
Theme: 2 the importance of managing crisis influenced staff member of hotel and
enhancing their working efficiency, performance during crisis.
Q. 2 Do you think that the importance of managing crisis influenced staff member of hotel
and enhancing their working efficiency, performance during crisis?
Possibility Frequency
Response-1
Response-2
Response-3
Response-4
15
11
8
6
Total 40
Table: 2
o o t in t at t e importance oQ. 2 D y u h k h h f
mana in cri i in l enced ta mem er o otelg g s s f u s ff b f h
and en ancin t eir or in e iciench g h w k g ff y,
per ormance d rin cri if u g s s?
e pon eR s s -1 e pon eR s s -2 e pon eR s s -3 e pon eR s s -4 Total
Figure: 2
Data Interpretation-
8

In above table, it has been identified the importance of managing crisis influenced
staff member of hotel and enhancing their working efficiency, performance during crisis. It
has become obvious thing to determine the preferences of individual’s. Every target audience
such as 40 employees of Thomas Cook share their response to the context of post-pandemic
crisis. Based on the analysis, it has found that highly positive response of 15 respondent’s, 11
positive sign, 8 are highly negative, and 6 are negative. These are the best way to share the
opinion of every respondent’s because they have already gained experience in the
organisation.
Theme: 3 overcome crisis challenge by using strategic management approach.
Q. 3 Do you realise that overcome crisis challenge by using strategic management
approach?
Possibility Frequency
Response-1
Response-2
Response-3
Response-4
15
12
7
6
Total 40
Table: 3
e pon eR s s -1 e pon eR s s -2 e pon eR s s -3 e pon eR s s -4 Total
0
5
10
15
20
25
30
35
40
45
o o reali e t at o ercome cri i c allen eQ. 3 D y u s h v s s h g
in trate ic mana ement approacby us g s g g h?
Figure: 3
9

Data Interpretation-
In above table, it has been concluded that overcome crisis challenge by using strategic
management approach. Generally, it can be used by tourism manager to find the best solution
and minimise the effects of crisis on the business performance. Every target audience such as
40 employees of Thomas Cook share their response to the context of post-pandemic crisis.
Based on the analysis, it has found that highly positive response of 15 respondent’s, 12
positive sign, 7 are highly negative, and 6 are negative. These are the best way to share the
opinion of every respondent’s because they have already gained experience in the
organisation.
Theme: 4 hotel enterprise will implement the post pandemic crisis strategies to gain more
popularity in the competitive marketplace.
Q. 4 Do you feel that hotel enterprise will implement the post pandemic crisis strategies to
gain more popularity in the competitive marketplace?
Possibility Frequency
Response-1
Response-2
Response-3
Response-4
15
12
8
7
Total 40
Table: 4
e pon eR s s -1
e pon eR s s -2
e pon eR s s -3
e pon eR s s -4
Total
0 5 10 15 20 25 30 35 40
o o eel t at otel enterpri e illQ. 4 D y u f h h s w
implement t e po t pandemic cri i trate ie toh s s s s g s
ain more pop larit in t e competiti eg u y h v
mar etplacek ?
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Figure: 4
Data Interpretation-
Based on the above chart, it has concluded that hotel enterprise will implement the
post pandemic crisis strategies to gain more popularity in the competitive marketplace. This
is why because of controlling the mis-management in operational activities. So, it become
easier for manager of Thomas Cook to maintain stability in tasks management. Every target
audience such as 40 employees of Thomas Cook share their response to the context of post-
pandemic crisis. Based on the analysis, it has found that highly positive response of 15
respondent’s, 12 positive sign, 8 are highly negative, and 7 are negative. These are the best
way to share the opinion of every respondent’s because they have already gained experience
in the organisation.
Theme: 5 the global pandemic develop a situation of multi-faceted crisis & affects the
dimensions of hotel business.
Q. 5 Do you think that the global pandemic develop a situation of multi-faceted crisis &
affects the dimensions of hotel business
Possibility Frequency
Response-1
Response-2
Response-3
Response-4
15
10
8
9
Total 40
Table: 5
0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5
0
5
10
15
20
25
30
35
40
45
o o t in t at t e lo al pandemicQ. 5 D y u h k h h g b
de elop a it ation o m lti aceted cri iv s u f u -f s s &
a ect t e dimen ion o otel ineff s h s s f h bus ss
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Figure: 5
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Data interpretation-
In above diagram, it has been summarised that the global pandemic develop a
situation of multi-faceted crisis & affects the dimensions of hotel business. It is the most
common issue or challenge arise at the time of crisis regarding unemployment, poor health &
safety. So, it is important to the implement the post pandemic crisis strategies to minimise the
consequences on the business level. On the other hand, it has found that 40 employees of
Thomas Cook share their response to the context of multi-faceted crisis & affects the
dimensions of hotel. Based on the analysis, it has found that highly positive response of 15
respondent’s, 10 positive sign, 8 are highly negative, and 9 are negative. These are the best
way to share the opinion of every respondent’s because they have already gained experience
in the organisation.
Findings
Based on the practical aspect, it has been concerned about the findings of the study
and understands the implications for key stakeholder within tourism industry. In above
interpretation, it has been successfully conducting survey questionnaires and gathering or
collecting the response of every respondent’s. In order to determine the scope of business
activities and generating immediate impact on the business level. On behalf of analysis, it has
been examined that 60% to 70% of employees are shared the positive response because they
knew about the demand of business which is majorly improving the performance &
efficiency of tourism industry. This finding was shown a great idea about the importance of
post-pandemic crisis management approach and applied at tourism enterprise. Given the
organisation’s strong desire for identifying the financial assistance, fulfilling the needs in
which provide them with major supports.
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Chapter-5 Conclusion and Recommendation
Conclusion
Based on the study, it has been summarised the importance of post-pandemic crisis
management strategies and also identifying its impact on the tourism industry. Therefore, it
has been explored the impact of global pandemic and implementing suitable strategic
approaches. In this study, the main focuses on the tourism sector and developing nations at
the time of crisis. The research has been provided the brief idea about the useful insights.
Apart from that, tourism industry acquire more idea & assumptions regarding crisis and
finding the best possible solution. The purpose of this research study is to motivate or inspire
researcher to utilise the relevant information of crisis. It also supports to transform the power,
reshape and re-design their research method. It depends on thinking ability or capability of
tourism industry. Through this study, it has concluded that post-pandemic strategies are
apparently are influencing the employees to achieve desirable goals or objectives. Analysing
the impact of post-pandemic crisis strategies on Thomas Cook, revealed about the positive
results or outcomes.
Recommendation
The research should be conducted the analysis of post pandemic crisis and examined
its significant impact on the tourism industry. At some point, it may arise a limitation so that
it would recommend that consider final results, changes in terms of strategic level. It supports
in the tourism demand to understand the successful strategies. It helps to resolve any kind of
complication within research study (Dias and et.al., 2021). The major focuses on the
empirical analysis which plays an important role and performed the different tasks at certain
level. In some cases, it has recommended that assume CMT concept in further research to
identify the best results.
It has been suggested to the researcher where it needs to follow a proper guidelines by
tourism enterprise. Thus, it can easily eliminating the reactions to the crisis. In additionally, it
also recommends that research performed on the basis of tourism improvements, gaining
more opportunity from the impact of post-pandemic crisis strategies.
In additional, it has been recommendations for authors in order to develop sustainable
approach with post pandemic crisis strategies. It helps to maintain quality of tourism services
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rather than supporting the demand of crisis management. It does not require to adapt the
negative perception in terms of growth policies or procedures. It has been suggested that
focuses on the economic crisis in the tourism enterprise and consider the suitable strategy in
terms of growth & development. Similarity, it is an essential aspect to diversify the customer
segmentation, offering the contingencies that should impact on the entire business processes.
Chapter-6 Reflection and alternative approach
Alternative methodologies & approaches for future tourism and hospitality research
In this study, the researcher has been followed the exploratory in the nature, providing
the best thing for future aspects. It is completely based on the qualitative research method and
focused on theoretical, descriptive information. At certain point, it has been concluded that
perform different tasks and investigate an appropriateness, effectiveness of research study
(Xie, Zhang and Coca-Stefaniak, 2021). In future aspect, it has performed the future research
which can be developed or validate the models, explaining the processes, consequences and
drivers. It provide the best idea to handle the complex process. On the other hand, it also
recommended that increases the sample size and extended to the enterprise in terms of
tourism industry. On the other hand, the investigator will select alternative method such as
mixed technique. It including qualitative and quantitative methods.
Reflection
In this section, I have been shared experience of research study. Initially, the aim is to
create appropriate aim & objectives, research questions. It provide the right direction for
researcher to handle complex situation in proper manner. During research analysis process, I
have been gathered a lot of information from different source such as journals, articles and
published news. So, it helps for me to gain more idea about the research study. When I have
selected the qualitative method so that I have concerned about theoretical data and concluded
the best possible outcomes (Pandey, Mahadevan and Joshi, 2021). It is really helping me to
acquire more knowledge and improve skills in proper manner. On the other hand, I have been
conducted data interpretation with the help of survey questionnaires technique or method. In
order to determine the opinion or view point of respondent’s.
Apart from that, I have focused on the practical implications in terms of tourism
industry through providing them with prior knowledge of post-pandemic crisis strategy. The
main motivate of this study, I can easily identify the demand of tourism industry and
identifying that how it will be controlling or minimising the consequences of the global
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pandemic. Undoubtedly, I have been shared personal experience and allows for developing a
brief idea, assumption. In this study, it have found the limitation of study and importance of
strategies that are managing the crisis. Without any concern, it needs to be concerned about
the lack of crisis strategies approach at the time of LR. But it also increases the possibility to
impact on the tourism enterprise. In future, it can easily accessible to gather or collect large
amount of data & information. At last, I have finding the better results or outcomes through
data analysis, because it is briefly explained me, how to categorise the relevant information.
Afterward, I have given a proper recommendations and suggestion on the alternative
methods.
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REFERENCES
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Pandey, K., Mahadevan, K. and Joshi, S., 2021. Indian Tourism Industry and COVID-19: A
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