Impact of Covid 19 on Business Performance in Hospitality Industry

This research proposal focuses on the impact of Covid 19 on the business performance of an organization within the hospitality industry. The chosen organization is Ramada by Wyndham London. The research aims to identify the major impacts of Covid 19 on the hospitality organization, examine ways to overcome these impacts, and determine strategies for reshaping the business after Covid 19. The research will use a quantitative research methodology and will be valuable for increasing awareness about the issues of Covid 19 in the hospitality industry.

Research Project Proposed
(An investigation into the impact of Covid 19
on business performance of an organisation
within hospitality industry)
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Contents
INTRODUCTION...........................................................................................................................3
TIME FRAME.................................................................................................................................5
LITERATURE REVIEW................................................................................................................6
METHODOLOGY..........................................................................................................................8
REFERENCES..............................................................................................................................10
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INTRODUCTION
Overview of the topic
Covid 19 is a situation that impact on entire countries, industries, organisations or
individuals. In context of an organisation, Covid 19 is a biggest issue on business performance
and market image of company. Due to Covid 19, most of the organisations are shut down their
business because of lack of capital (Çayan and et. al., 2020). Along with this, hospitality industry
is a major sector that negatively and directly impacted on their business performance and growth.
Because of the fear of Covid 19, no one is interested to go hotel and stay or eat. This decrease the
customer base within hospitality industry that turn to impact on their present and future business
performance in negative manner. For this, Ramada by Wyndham London is a chosen hospitality
organisation that negatively impacted over their performance level.
Background of the company
Ramada by Wyndham London is a chosen hospitality organisation that provides different
services to the customers. Welcoming atmosphere and convenient amenities, includes free WiFi,
offer an ideal stay in London, ON. These are main services provided by hotel to their customer.
This help them in increasing of their sales and improving of brand image. Due to Covid 19, hotel
faced different issues i.e. closed hotel during lockdown that reduce the sales ratio, decreased
customer base, reduced business performance and many other. These are major issues that had
negative impact on their business performance (Chaudhary, Sodani and Das, 2020)
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).
Research aim
Main aim of this research is ‘To identify the major impacts of Covid 19 over business
performance of an organisation”. A study on Ramada by Wyndham London within hospitality
industry.
Research Objectives
 To identify the major impact of Covid 19 over hospitality organisation.
 To examine the ways for overcoming the impact of Covid 19 over business performance.
 To determine the strategies that are essential for Ramada by Wyndham London in
reshaping of their business after Covid 19.
Research Questions
 What are the major impact of Covid 19 over hospitality organisation?
 What are the significant ways that would help Ramada by Wyndham London by
overcoming the impact of Covid 19 over their business performance?
 What are the effective business strategies that are essential for Ramada by Wyndham
London in reshaping of their business after Covid 19?
Scope and rationale of the research
This research has broad scope because it is based on hospitality industry and used
quantitative research that helps in attaining of valid outcomes. Main rationale behind conducting
present study is to determine the major issues of Covid 19 on current and future environment or
business performance of hospitality organisation. Along with this, current investigation is
essential for researcher, students, organisations or industry by increasing their awareness
regarding the issues of Covid 19. Therefore, this research has broad scope and highly important
for all stakeholders (Damilola and et. al., 2020).
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TIME FRAME
Time is important for researcher because it help them in competing of each activity of the
research within given and short period of time (Durankuş and Aksu, 2020). Gantt chart is a
useful time management tool that will be applied by researcher with purpose of completing their
research in minimum time and in systematic manner. Gantt chart of the present study will be
shown as below in graphical manner:
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LITERATURE REVIEW
Literature review make known to the process of gathering secondary information by using
different sources that are books, articles, magazines etc. These sources helped investigator in
attaining of all objectives successfully. There are some themes that will be beneficial for
researcher in accomplishing of each objective of the project in systematic as well as successful
manner. some themes will be explained as below:
Theme 1: The major impact of Covid 19 over hospitality organisation.
According to the Gerard, Imbert and Orkin, (2020), Covid 19 has impacted on hospitality
organisation by reducing the sales. Because of Covid 19, economy of world was shut down. The
pandemic has challenged the hospitality sector with an extraordinary challenge or difficulty.
Strategies to even out the coronavirus curve for example community lockdowns, stay-at-home
orders, social distancing, travel and mobility limits have outputted in momentary end of
numerous hospitality organisations and knowingly reduced the demand for organisations that
were permitted to continue to operate. Along with this, Covid 19 had negative influence on them
by decreasing the sales, reducing the business demand etc.
Theme 2: The ways for overcoming the impact of Covid 19 over business performance.
As per the view presented by Li and et. al., (2020), it is important for hospitality industry
to reduce the impact of coronavirus on their performance level. There are some useful ways that
will be explained as below:
Review investment plans: It is important way for hotels to carefully review their
investment spending plans in order to determine chances of deferral. This will help hospitality
industry in overcoming the negative impact of Covid 19 on them.
Updates pricing and cancelation policies: This is another way that is important for
hospitality industry in reducing the impact of Covid 9 and also attracting larger base of
customers that result in improved business performance. Hotels in all over the world are also
stimulated to review their cancellation strategies, shifting away as of penalties as well as fees to
hold an additional inviting structure, which allows visitors to reserve future travel devoid of the
fear of cancellation fees.
Therefore, all these are effective ways that must be used by Hospitality organisation for
reducing the impact of Covid 19 on their performance level.
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Theme 3: The strategies that are essential for Ramada by Wyndham London in reshaping
of their business after Covid 19
According to the McKibbin and Fernando (2020), there are different strategies that would
be used by hospitality organisation for reshaping their business after corona virus. Some
strategies will be explained as below:
Provide safe environment to the customers: This is one of the biggest way that support
hospitality organisation in easily reshaping of their business successfully. In this hotel make sure
that all places are safe and have proper sanitise. This will help in increasing the safety awareness
among customer that result in higher base of visitor, which result in improved brand image.
Using of effective promotional techniques: This is important for Hotel to develop
innovative services or products that help them in attaining competitive advantages. In this,
hospitality industry must use effective promotional techniques such as social media. This will
help them in reshaping of their business successfully.
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METHODOLOGY
Methodology is essential part of the research because it assists investigator in collecting and
also analysis of appropriate information about the topic. There are some important and valuable
methodologies according to the project that will be described as below:
Research philosophy: In this methodology, two philosophies are more essential which are
known as positivism and interpretivisim. According to the topic of the impact of Covid 19 on
hospitality industry, positivism philosophy is useful as it supports in gathering as well as
evaluating of quantitative data timely and easily.
Research Approach: This section has two approach that named are deductive and inductive.
Deductive approach of the study is essential because it help in evaluating of quantitative data
within minimum time and in effective manner (Upadhaya and et. al., 2020).
Research strategy: Case study, survey, experimental, action research and so on are main
strategies of the research. In this study, survey is a chosen strategy because it helps researcher by
providing primary and quantitative data in less time period.
Research Choice: Qualitative and quantitative are main choices of the research that assist
researcher in collecting of data about the topic (Ketchen Jr and Craighead, 2020). Quantitative
choice is beneficial because it expedites in collecting of numerical information from the larger
sample and in minimum time.
Data collection: Primary and secondary are two significant sources of gathering data
regarding the field of study. Questionnaire is an effective and valuable instrument of gathering
primary information about the impact of Covid 19 on business performance. For secondary data
collection, there are various sources which are books, magazines etc. These sources are useful
for literature review that will be applied in current project.
Sampling: Probability and non-probability are main types of sampling that are essential in
recruiting of sample for the study. Probability sampling is useful technique that will be followed
within a study for selecting 20 employees of Ramada by Wyndham London on random basis.
Main purpose regarding the selection of probability technique as it is beneficial in larger sample
section without taking maximum time.
Data analysis: Frequency distribution analysis will be applied for analysing quantitative
data about the major impacts of Covid 19 over business performance of an organisation. This
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technique contributes in analysing data in minimum time and in systematic manner that output in
accomplishment of research aim.
Research ethics: There are few ethics that are useful within an investigation for completing
full study in ethical manner (Wong, Ou and Wilson, 2020). These ethics are informed consent,
confidentiality, integrity etc. These principles must be used for conducting this investigation
ethically and also successfully.
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REFERENCES
Books and Journals
Çayan, S. and et. al., 2020. Effect of serum total testosterone and its relationship with other
laboratory parameters on the prognosis of coronavirus disease 2019 (COVID-19) in
SARS-CoV-2 infected male patients: a cohort study. The Aging Male, pp.1-11.
Chaudhary, M., Sodani, P.R. and Das, S., 2020. Effect of COVID-19 on Economy in India:
Some Reflections for Policy and Programme. Journal of Health Management, 22(2),
pp.169-180.
Damilola, O. and et. al., 2020. Global pandemic and business performance. International Journal
of Research in Business and Social Science (2147-4478), 9(6), pp.01-11.
Durankuş, F. and Aksu, E., 2020. Effects of the COVID-19 pandemic on anxiety and depressive
symptoms in pregnant women: a preliminary study. The Journal of Maternal-Fetal &
Neonatal Medicine, pp.1-7.
Gerard, F., Imbert, C. and Orkin, K., 2020. Social protection response to the COVID-19 crisis:
options for developing countries. Oxford Review of Economic
Policy, 36(Supplement_1), pp.S281-S296.
Ketchen Jr, D.J. and Craighead, C.W., 2020. Research at the Intersection of Entrepreneurship,
Supply Chain Management, and Strategic Management: Opportunities Highlighted by
COVID-19. Journal of Management, 46(8), pp.1330-1341.
Li, Z., Zhang, S., Liu, X., Kozak, M. and Wen, J., 2020. Seeing the invisible hand: Underlying
effects of COVID-19 on tourists’ behavioral patterns. Journal of Destination Marketing
& Management, 18, p.100502.
McKibbin, W.J. and Fernando, R., 2020. The global macroeconomic impacts of COVID-19:
Seven scenarios.
Upadhaya, B. and et. al. 2020. COVID-19 policy responses: reflections on governmental
financial resilience in South Asia. Journal of Public Budgeting, Accounting & Financial
Management.
Wong, I.A., Ou, J. and Wilson, A., 2020. Evolution of hoteliers’ organizational crisis
communication in the time of mega disruption. Tourism Management, 84, p.104257.
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