Behaviour of customers towards hotel in COVID-19 pandemic

This research aims to investigate the behaviour of customers towards the hotel in the pandemic situation of COVID-19. It focuses on hub by Premier Inn London City Bank hotel and explores the impact of COVID-19 on the hospitality industry, the behaviour of customers towards the hotel, and ways by which the hotel can sustain their guests for a longer period of time.

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Table of Contents
INTRODUCTION...........................................................................................................................1
Research aim...............................................................................................................................1
Research objectives.....................................................................................................................1
Research questions......................................................................................................................1
Scope of the research..................................................................................................................2
TIMEFRAME..................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
Impact of COVID-19 over the hospitality industry....................................................................2
Behaviour of customers towards hub by Premier Inn London City Bank hotel in pandemic
situation of COVID-19 ...............................................................................................................2
Ways by which hub by Premier Inn London City Bank hotel can sustain their guest for longer
period of time..............................................................................................................................3
METHODOLOGY..........................................................................................................................3
REFERENCES................................................................................................................................6

Title: “To investigate the behaviour of customers towards the hotel in the pandemic
situation of COVID-19.” A study on hub by Premier Inn London City Bank hotel
INTRODUCTION
As per current scenario, hospitality industry is increasingly a growing sector which
provide various services to their guests as per their needs and wants. Mainly, it is responsible for
providing primarily food and accommodations services that assist in improving customers
experience. In this, behaviour of customers is also play a significant role because overall success
of hospitality industry is based over its guests and their experience towards the hotel and its
services (Kaushal and Srivastava, 2020). In the pandemic situation of COVID-19, hospitality
industry face huge issues and complexities in operating their operational activities. Due to this
situation, behaviour of customers is totally changed as they do not visit hotel in this situation.
This is the reason that hotels face issues in improving their growth at market in COVID-19
pandemic situation. Current research is based on hub by Premier Inn London City Bank, is a
famous hotel operate their business in UK with the aim of establishing their competitive brand
image. This hotel is also affected by COVID-19 pandemic situation as the behaviour of
customers is totally changed towards the hotel and its services as well.
Research aim
“To investigate the behaviour of customers towards the hotel in the pandemic
situation of COVID-19.” A study on hub by Premier Inn London City Bank hotel
Research objectives
 To investigate the impact of COVID-19 over the hospitality industry.
 To explore the behaviour of customers towards hub by Premier Inn London City Bank
hotel in pandemic situation of COVID-19.
 To identify the ways by which hub by Premier Inn London City Bank hotel can sustain
their guest for longer period of time.
Research questions
 What is the impact of COVID-19 over the hospitality industry?
 What is the behaviour of customers towards hub by Premier Inn London City Bank hotel
in pandemic situation of COVID-19?
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 What are the ways by which hub by Premier Inn London City Bank hotel can sustain
their guest for longer period of time?
Scope of the research
The current investigation provide wider scope because it is based on the customers
behaviour towards the hospitality industry at the time of COVID-19 pandemic situation. This
research area includes wider scope by which researcher can gather detailed and authentic
information. With the assistance of this, investigator can take right decision and at the same time
also develop a successful investigation (Farmaki and et.al., 2020). This research topic also
provide assistance in improving their personal and professional skills and knowledge that
contributes in making them able to undertake the same study in future without any kind of issues
and short-comings.
TIMEFRAME
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LITERATURE REVIEW
Impact of COVID-19 over the hospitality industry
According to Bartsch and et. al., (2020), COVID-19 is a major issue that spread across
the entire world as each and every people are affected from this pandemic situation. Almost
world's economy was shut down that has confronted the hospitality industry along with an
unprecedented challenge. Due to this situation, hospitality industry is also get affected as
community lock downs, people are maintaining social distancing, stay at home orders and so
may aspects are occurs in this situation. In this regards, the primary focus of government and
business is the safe of their staff members and customers as well. Thus, COVID-19 of pandemic
situation negatively affect the business as profitability get decline and hotels are also lose their
customers.
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Behaviour of customers towards hub by Premier Inn London City Bank hotel in pandemic
situation of COVID-19
According to Gössling, Scott and Hall, (2020), the global hospitality sector has been hit
hard from the COVID-19 crisis as hotels, casinos and restaurants have stood empty for months.
Due to this, hotel industry are starting their business online and also given the green lights to
reopen. The pandemic and global lock-down have dramatically affect the behaviour of customers
towards the hotel and its offering services. In addition to this, new habits and expectations are
arisen in customers mind because this crisis may totally change the spending patterns of
customers. Thus, it is important for hotel industry to understand the customers and also
responding their changing behaviours so that company can easily provide quality services as per
their needs and wants. In order to handle changing behaviour of customers, organisations will
needs to reimagine their behaviour and also re-engage them to build their trust. This can be
contributes in improving the customers experience by understanding their overall behaviour
towards the company. Apart from this, customers are also reduce and redirect their discretionary
spending in hotel.
Ways by which hub by Premier Inn London City Bank hotel can sustain their guest for longer
period of time
According to He and Harris, (2020), It is important for every business organisation to
effectively understand the behaviour of their customers in the pandemic situation of COVID-19.
In this hotel communicate with their guests in order to understand their behaviour and provide
them all the necessary guidelines that hotel is following in handling the pandemic situation. In
relation to this, hotel is also responsible for building trust with their guests by exchanging their
important information. For this, hotel is responsible for listening, understanding and also
responding their customers. This can be beneficial in improving their positive experience. With
the help of this, hotel can increase their profitability level in the pandemic situation of COVID-
19.
METHODOLOGY
This section play a significant role in carry out an investigation because it provide a
framework in which researcher collect data on the basis of specified research topic. Research
methodology is refers to the process of collecting as well as measuring data to draw a valid
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conclusion at the end of the investigation. It includes various methods of research mentioned
below:
Choice of methods: At the time of undertaking research, various choices are there that
can be used by investigator to acquire reliable data towards the specified area. Basically, it is
divided into to methods including qualitative and quantitative research (Awan, Shamim and Ahn,
2020). According to current investigation, quantitative research will be applied by researcher
because it help in gathering measurable data that provide reliable outcomes within the study.
Research approach: It is refers to the plan and procedure develop by researcher to
undertake an investigation to collect, analyse and interpretation data. In classified on the basis of
two approaches such as inductive and deductive. In order to undertake current study, deductive
research will be applied because it is based on developing a hypothesis to analyse the specified
issues present in the study.
Research philosophy: It is related with the beliefs, valued in which data should be
collected, analysed and measured to accomplish valid results. In this regards, there are two type
of research philosophy such as positivism and interpretivism (Hao, Xiao and Chon, 2020). For
current investigation, positivism research philosophy will be applied by researcher as it is based
on understanding behaviour of participants on the basis of specified research area.
Research strategy: It is significant for researcher to use appropriate strategy because it
may assist in drawing a valid conclusion within the study to make a successful research.
Basically it includes different strategies such as experimental research, action research,
interview, questionnaire, survey, case study, systematic literature review and many more. In
order to collect data for current investigation, researcher will prepare a structured questionnaire
that includes various close-ended questions asked from selected respondents to understand their
view points towards the research area.
Data collection: In undertaking research activities, it is an effective process of acquiring
as well as measuring information on variable of interest that enable to answer the specified
research questions. It is divided into two methods such as primary and secondary sources of data
collection. Both are used by investigator to undertake current investigation. Primary method
assist in preparing a structured questionnaire and on the other side secondary source used to
carry out a systematic literature review that provide detailed and in-depth evaluation towards the
research topic.
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Sampling: It is procedure of selecting a right sample size from the larger population so
that researcher can easily gather reliable and authentic information. In this context, there are two
type of sampling techniques such as probabilistic and non- probabilistic sampling technique. For
current investigation, probabilistic sampling technique will be used by investigator because in
this type of technique sample size will be select as per random basis and investigator also
provides equal chances to be selected (Shin and Kang, 2020). With the use of this technique,
investigator select 50 people who are guest of hub by Premier Inn London City Bank hotel and
also have enough knowledge about the research topic.
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REFERENCES
Books and journals
Shin, H. and Kang, J., 2020. Reducing perceived health risk to attract hotel customers in the
COVID-19 pandemic era: Focused on technology innovation for social distancing and
cleanliness. International Journal of Hospitality Management, 91, p.102664.
Hao, F., Xiao, Q. and Chon, K., 2020. COVID-19 and China’s hotel industry: Impacts, a disaster
management framework, and post-pandemic agenda. International Journal of
Hospitality Management, 90, p.102636.
Awan, M.I., Shamim, A. and Ahn, J., 2020. Implementing ‘cleanliness is half of faith’in re-
designing tourists, experiences and salvaging the hotel industry in Malaysia during
COVID-19 pandemic. Journal of Islamic Marketing.
He, H. and Harris, L., 2020. The Impact of Covid-19 Pandemic on Corporate Social
Responsibility and Marketing Philosophy. Journal of Business Research.
Gössling, S., Scott, D. and Hall, C.M., 2020. Pandemics, tourism and global change: a rapid
assessment of COVID-19. Journal of Sustainable Tourism, pp.1-20.
Bartsch, S. and et. al., 2020. Leadership matters in crisis-induced digital transformation: how to
lead service employees effectively during the COVID-19 pandemic. Journal of Service
Management.
Farmaki, A. and et.al., 2020. Impacts of Covid-19 on peer-to-peer accommodation platforms:
Host perceptions and responses. International journal of hospitality management, 91,
p.102663.
Kaushal, V. and Srivastava, S., 2020. Hospitality and tourism industry amid COVID-19
pandemic: Perspectives on challenges and learnings from India. International Journal of
Hospitality Management, 92, p.102707.
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