Researching Tourism and Hospitality Management

This assignment explores the challenges faced by the tourism and hospitality industry, with a focus on Marriott International Hotel. It evaluates opportunities for research, assesses methodological approaches, justifies philosophical approaches, designs a research strategy, collects data, and analyzes data. The research aims to understand the impact of the Covid-19 pandemic on hospitality management.

Researching Tourism and Hospitality
Management

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1 Evaluate opportunities for research in tourism and hospitality organizations....................................3
1.2 Assess appropriate methodological approaches to researching management problems in tourism and
hospitality industry..................................................................................................................................4
TASK 2..........................................................................................................................................................4
2.1 Justify philosophical approaches to research in management context................................................4
2.2 Design an appropriate research strategy for collecting data on a tourism or hospitality management
research problem.....................................................................................................................................5
2.3 Collect data relating to a research using an appropriate methodology...............................................9
TASK 3........................................................................................................................................................11
3.1 Analyze data collected for research using an appropriate methodology..........................................11
3.2 Present qualitative or quantitative data for an academic audience...................................................14
3.3 Draw conclusion for data collected for research purposes...............................................................15
TASK 4........................................................................................................................................................15
4.1 Communicate the finding of research in ways that are relevant to an academic audience...............15
4.2 Communicate the finding of research in ways that are relevant to a business audience...................16
CONCLUSION.............................................................................................................................................16
REFERENCES..............................................................................................................................................17

INTRODUCTION
Tourism and hospitality industry contributes a major role in enhancing and developing
economy of a nation. This sector refers the professional management techniques, which includes
a number of sectors like hotels, restaurants, transportations and more (Aquino, 2019). The
present assignment is going to explore some facts about challenges that are currently faced by
this sector of UK. For this purpose, a case analysis is made on Marriott International Hotel,
which is facing problem related to decreasing its occupancy rate. This multinational hotel is one
of best of UK, which has extended its large chain in more than 131 countries and operates over
30 international brands over there. To gain insight on this company and avail opportunity to
make research on challenges face by it, an empirical finding will be conducted. This would help
in exploring useful insights about manner in which dynamic lodging demand respond towards
epidemic based upon severity.
TASK 1
1.1 Evaluate opportunities for research in tourism and hospitality organizations.
By conducting research in the tourism and hospitality sector project manager able to
develop understanding as well as knowledge related to topic. Moreover it also help researcher in
providing suggestions to respective industry organization so that they attain their desire goal as
well as objective in successful manner. In respect of this project researcher develop aim and
objective for conducting research on tourism and hospitality industry.
Aim: “To enumerate the impact of Covid-19 pandemic attack on hospitality management of
Marriott International Hotel”.
Research objectives:
 To carry a deep analysis on importance of hospitality management in hotels
 To determine the economic effect faced by Marriott International hospitality after
outbreak of Covid-19
 To analyse the challenges, occur after outbreak of pandemic attack on hospitality
management of Marriott International Hotel

 To recommend the ways that help Marriott International Hotel in improving the
efficiency of its hospitality management
1.2 Assess appropriate methodological approaches to researching management problems in
tourism and hospitality industry.
The methodological approach is considered as plan which is systematic in nature as it
helps in conducting effective research. This will include both qualitative as well as quantitative
research methods as that will help in gathering authenticate and reliable information related to
topic. This will also include different other methodology such as observation, survey,
experiments, secondary methods and many more. In respect of respective research project
manager is adopting secondary method as it is less expensive as well as save time. In addition to
this it also provide opportunity to researcher that they gather information from the others
perspective too. This will help in ensuring that the information or data is authenticating as well
as reliable in nature. Along with this, data of respective research include qualitative method for
gathering authenticate as well as reliable information related to the topic of research.
TASK 2
2.1 Justify philosophical approaches to research in management context
Research philosophy is considered as ways in that information about a specific
phenomenon is given in order to gather, analyze and used. The epistemology which means what
is considered to be true as the opposed to the doxology which is related to what is believed to be
true as well as it include several philosophies of research approach. There are different types of
research philosophy which a researcher may adopt for conducting research in effective manner
such as pragmatism, realism, interpretivism and positivism. In respect of respective research,
project manager adopt interpretivism so that they can gather appropriate as well as authenticate
information related to the research topic. It is generally based on a principle that defines which
researcher performs a particular role in order to observing social aspects. In respect of this
research philosophy the research is depend as well as based on what a project manager is
interested in or the topic of research set by researcher.

2.2 Design an appropriate research strategy for collecting data on a tourism or hospitality
management research problem.
Research strategy is considered as method which is adopted by a researcher in order to
gather authenticate as well as reliable information so that they attain their desire outcome in
successful manner. There are several methods which a researcher may adopt for gathering
information such as primary method as well as secondary method. In respect of respective
research, project manager adopt secondary method and for that they develop literature review. In
this method investigator gather information from the existing sources such as online or offline
books, articles, blogs, newspaper and many more. The literature review is generally based on the
objective of research, so literature review of respective research is given below:-
Importance of hospitality management in hotels
As per views of (Murphy, Gretzel and Pesonen, 2019) it has been evaluated that in
increasing growth and blooming performance of hotels, hospitality management plays an
effective role. This function involves a number of roles and responsibilities like overseeing the
routine administrative, operational as well as commercial business tasks of hotels and other
associated companies. From big international or nation hotel chains to smallest establishments of
dining and serving the customers, are all part of this hospitality industry. In this regard in hotels,
main concern of hospitality management, is to monitor the entire accommodation facilities and
amenities that will help in ensuring that guests would get most pleasant and best experience
within premises. Hospitality management can also be defined in terms of application of
management concepts including structured leadership within areas of accommodation, general
guest and dining services. Despite of commercial businesses, that primarily focuses on selling
products, hospitality management concerns more on selling customer experiences, hotel services
and enjoyment. In the markets of worldwide level, travel and tourism sector considers as one of
the largest, fastest growing and most lucrative business, having sheer scope and diversity of
range of services. This term includes extensive range of duties and functions for ensuring best
possible client experience, as Human resource management, public relations and reputation
management, marketing and more, where all fall within confines of hospitality management. In
context with Marriott Hotel, it operates a large chain of hotels in UK and international markets,
where its best accommodation and guest services, give opportunity to gain fourth highest

position in the world in terms of revenue. Therefore, to maintain this reputation and receive
higher retention of its customers, respective firm emphasis more on handling each and every
function associated with hospitality management appropriately.
Economic effect of Covid-19 on hotels
According to the theoretical perspectives of (Mehraliyev, Choi and Koseoglu, 2019), it
has been evaluated that today, one of the most concerning issue that each and every business
associated with tourism and hospitality industry face, is threat of continuous declining of sales
due to spreading virus of Covid-19. This virus has spread out from China to almost all nations of
the world, that results in loss of thousands of lives. Due to pandemic impact of this virus,
countries have almost shuttered their boundaries for outsiders to cross their boundaries. Along
with this, restrictions have also been made on travelling of people from one state to another. So,
this result in highly decreasing the room-occupancy rates of hotels, that directly tend to affect
revenue and profitable ratio of business as well. In UK, it has estimated that hospitality sector
faces a more than 97% decline in revenue, which predicates to gruel over 18-months for recovery
the same.
As per the Figure 1, concerning on the global economy, it has been evaluated that almost all
developed and developing countries highly face loss after outbreak of Covid-19. Restrictions of
travelling due to fear of widely spread this virus, has reduced highly the economy of all nations.
China which is the epicentre of this virus, has pulling down world’s economy, so, it highly
affects economy of all nations. In context with UK market, as compared with other countries,
this nation also faces major problems. Therefore, companies that are associated within hospitality
sector, majorly hit by Covid-19, which decreases their customer base and revenue rate adversely.

(Figure 1: Economic Impact of Covid-19 on World Economy, 2020)
Challenges faced by hotels in hospitality management
As per point of views of (Koc, 2019), it has been evaluated that after outbreak of highly
spread disease, it becomes essential especially for hotels, to properly managed their hospitality
services. But it creates number of challenges in front of them, where in context with Marriott
Hotel, some of them are explained as below –
Followed out the hygiene measured for re-open hotels – As this pandemic virus spread highly
from person to person, therefore, it necessitated step-changes in hotels for implementing hygiene
practices, including properly sanitised the premises to large scale disinfecting. IHG, Marriott and
other hotels have now re-opened through supporting comprehensive hygiene procedures. But to
offer services by ensuring that each associated people (staff, customers and more) must keep safe
from pandemic attack, arise major challenge in front of hospitality management (Seyfi, Hall and
Kuhzady, 2019). Because currently as per government orders, rooms in hotels are mostly
occupied for people who are affected from Corona virus and required immediate quarantine. So,
under this process, managers face problems to gain cooperation of staff members to provide
services to such people, due to fear of infection.
Meet standard terms and conditions – It is another main challenge in front of hotels, where for
providing services to guests, it becomes essential to make contract on the basis of some

legislations such as Unfair Contract Terms Act 1977, Consumer Protection Regulation 2000,
Consumer Rights Act 2015 and more (Booth and et. al., 2020). But in meeting these standards,
any seldom changes in hospitality service, increases risks of several disputes like cancellation of
room bookings, demand of refunds on bookings and more.
Ways to overcome from challenges of hospitality management
According to views of Nikola Njegovan,, 2019 There are many different changes that are
part of the hospitality industry. There are some steps that can be used in order to deal with the
challenges that are part of the hospitality industry.
Customer relationship management: It is the centre of business model that can be used
as central part of the successful business model (Gallarza, Arteaga and Gil-Saura, 2019).
Ranging from the activities of tracking of guests and till the time there can be creation of a
seamless experience for their customers it is very important to ensure that their guests are having
a best and different experience. Development of customer experience strategy is also a very
important aspects of customer relationship management.
Recording right data: For building up of a loyal customer base it becomes very
important for a organisation to keep a track record of right customer base. For this there is a
need to maintain track record of customers who are target segment only, for this there is
requirement to keep the record of customers according to their visiting purpose like for business
purposes, recreation purpose. With instance to Marriott this brand is willing to maintain their
customer segment data according to their specific requirements so that they can be
communicated about the attractive offers and discount that have been specially designed.
Dealing with higher customer expectations: Guests of hotels have become more
demanding and they have large number of options and zero switching cost. This has increased
pressure on hospitality organisation as they have to plan their strategies according to such
customer requirements (Murphy, Gretzel and Pesonen, 2019). So, it becomes very important to
use management software and take care of all the reviews that are provided by customers time to
time. In Marriott this is a tool that can be used by Research and development department which
can help in understand of the customer requirement for making necessary improvements
(Overcoming the Biggest Competitive Challenges in Hospitality, 2019).

Above mentioned are some of measures that can be used by different hospitality
organisations to deal with challenges that are part of different functional areas of hotels that must
be compiled to ensure that there can be proper adoption of measures to reduce the negative
impact of challenges on their long run functioning.
2.3 Collect data relating to a research using an appropriate methodology.
In order to gather appropriate data and information project manager of respective
research also develop some question in order to ask from few audiences. In addition to this
numbers of selected audience are 30. The questionnaire related to that is mentioned below:-
Questionnaire
Name –
Age –
E mail id –
Phone No. –
Q 1. Is management system is essential for hotels industry?
a) Yes
b) No
Q 2. What are the importances of hospitality management in hotels?
a) Leads to customer satisfaction
b) Create quality employment
c) Minimize error and wastage
d) All of the above
Q 3. What are the economic effects faced by Marriott International hospitality after outbreak of
Covid-19?
a) Decrease in sales at worldwide level
b) Decrease in tourism lead to decrease in economy
c) leads to unemployment
d) All of the above
Q 4. What are the challenges faced by hotels due to pandemic attack on the hospitality industry?
a) Need to change infrastructure
b) Increase addition expenses

c) Decrease in customer preferences
d) All of the above
Q 5. What are the recommendations for the Marriott International hotel for improving situation
of hotel?
a) Customer relationship management
b)Recording right data
c) Dealing with higher customer expectations
d) All of the above
Q 1. Is management system is essential for hotels industry? Frequency
a) Yes 20
b) No 10
Q 2. What are the importances of hospitality management in
hotels?
Frequency
a) Leads to customer satisfaction 4
b) Create quality employment 6
c) Minimize error and wastage 8
d) All of the above 12
Q 3. What are the economic effects faced by Marriott
International hospitality after outbreak of Covid-19?
Frequency
a) Decrease in sales at worldwide level 5
b) Decrease in tourism lead to decrease in economy 7
c) leads to unemployment 8
d) All of the above 10
Q 4. What are the challenges faced by hotels due to pandemic
attack on the hospitality industry?
Frequency
a) Need to change infrastructure 4
b) Increase addition expenses 6
c) Decrease in customer preferences 8
d) All of the above 12
Q 5. What are the recommendations for the Marriott Frequency

International hotel for improving situation of hotel?
a) Customer relationship management 8
b)Recording right data 7
c) Dealing with higher customer expectations 5
d) All of the above 10
TASK 3
3.1 Analyze data collected for research using an appropriate methodology.
Theme 1 – Management system is essential for hotels industry
Q 1. Is management system is essential for hotels industry? Frequency
a) Yes 20
b) No 10
20
10
a) Yes
b) No
Interpretation – through above data it can be interpretate that most of the people are in favor that
management system is essential for hotel industry.
Theme 2 – The importances of hospitality management in hotels
Q 2. What are the importances of hospitality management in
hotels?
Frequency
a) Leads to customer satisfaction 4
b) Create quality employment 6
c) Minimize error and wastage 8
d) All of the above 12

4
6
8
12
a) Leads to
customer
satisfaction
b) Create
quality
employment
c) Minimize
error and
wastage
d) All of the
above
Interpretation – From above data it can be determine that there is several importance of
hospitality management system such as leads to customer satisfaction, develop quality
employment and minimize error.
Theme 3 – The economic effects faced by Marriott International hospitality after outbreak of
Covid-19
Q 3. What are the economic effects faced by Marriott
International hospitality after outbreak of Covid-19?
Frequency
a) Decrease in sales at worldwide level 5
b) Decrease in tourism lead to decrease in economy 7
c) leads to unemployment 8
d) All of the above 10
5
7
8
10 a) Decrease in sales at
worldwide level b) Decrease in
tourism lead to
decrease in economy
c) leads to
unemployment d) All of the above
Interpretation – From gathered data it can be analyze that COVID 19 impact on economy in
different ways such as lead unemployment, decrease tourism as well as decrease in sales.
Theme 4 – Challenges faced by hotels due to pandemic attack on the hospitality industry

Q 4. What are the challenges faced by hotels due to pandemic
attack on the hospitality industry?
Frequency
a) Need to change infrastructure 4
b) Increase addition expenses 6
c) Decrease in customer preferences 8
d) All of the above 12
4
6
8
12
a) Need to
change
infrastructure
b) Increase
addition
expenses
c) Decrease in
customer
preferences
d) All of the
above
Interpretation –From collected information it can be determined that there are several challenges
faced by hospitality industry such as they need to change infrastructure, there is increase in
expenses and decrease in customer preferences.
Theme 5 – Recommendations for the Marriott International hotel for improving situation of hotel
Q 5. What are the recommendations for the Marriott
International hotel for improving situation of hotel?
Frequency
a) Customer relationship management 8
b)Recording right data 7
c) Dealing with higher customer expectations 5
d) All of the above 10

8
7
5
10
a) Customer
relationship
management
b)Recording right
data
c) Dealing with
higher customer
expectations
d) All of the
above
Interpretation – It can be determined that there are several recommendations for respective hotel
such as they need to develop customer relationship management, deal with high customer
expectation and record right data.
3.2 Present qualitative or quantitative data for an academic audience.
Qualitative discussion of secondary data
Importance of hospitality management in hotels
According to the author view it has been determine that, increasing growth and blooming
performance of hotels, hospitality management plays an effective role. This function involves a
number of roles and responsibilities like overseeing the routine administrative, operational as
well as commercial business tasks of hotels and other associated companies. In context with
Marriott Hotel, it operates a large chain of hotels in UK and international markets, where its best
accommodation and guest services, give opportunity to gain fourth highest position in the world
in terms of revenue. Therefore, to maintain this reputation and receive higher retention of its
customers, respective firm emphasis more on handling each and every function associated with
hospitality management appropriately.
Economic effect of Covid-19 on hotels
According to the theoretical perspectives of author, it has been evaluated that today, one
of the most concerning issue that each and every business associated with tourism and hospitality
industry face, is threat of continuous declining of sales due to spreading virus of Covid-19. This
virus has spread out from China to almost all nations of the world, that results in loss of
thousands of lives. Due to pandemic impact of this virus, countries have almost shuttered their

boundaries for outsiders to cross their boundaries. Along with this, restrictions have also been
made on travelling of people from one state to another. So, this result in highly decreasing the
room-occupancy rates of hotels, that directly tend to affect revenue and profitable ratio of
business as well. In UK, it has estimated that hospitality sector faces a more than 97% decline in
revenue, which predicates to gruel over 18-months for recovery the same.
3.3 Draw conclusion for data collected for research purposes.
From above data it can be analyze that for COVID 19 situation impact on the hospitality
industry badly as well as due to this there is decrease in sales and increase in unemployment
around the world. There are several challenges which hotels face due to Covid-19 as it is part of
service industry for them it is important to take major steps so that things will managed in
effective manner without facing any issue. In addition to this, they have to focus on sanitization;
hygiene practices as well as customers travel history before check-in in hotel. So in order to
overcome a company management may adopt different practices because they result in negative
impact on working of company. In addition to this, there are several ways to overcome with
these challenges such as customer relationship management, data security and many more. These
are some of measures that can be used by different hospitality organisations to deal with
challenges that are part of different functional areas of hotels that must be compiled to ensure
that there can be proper adoption of measures to reduce the negative impact of challenges on
their long run functioning.
TASK 4
4.1 Communicate the finding of research in ways that are relevant to an academic audience.
For conducting research there is requirement of data and information which investigator
gathers through several sources. So that, outcomes of overall research will gather in better
manner. In addition to this, secondary source utilize by investigator for gathering information
and data in effective manner. Moreover, secondary data is that which already gathered by using
primary sources as well as made readily availability for investigators to utilize for own research.
In other words it can be said that, secondary data is type of data that has been gathered or
collected already in past. Although, investigator will gather data and information for specific
project then make it available which can be use by another researchers also. Data and
information may be gathering for some general utilization with no particular research purpose

such as within case of national census. In addition to this, there are several sources of gathering
secondary data and information such as books, published sources, unpublished personal sources,
journals, newspaper, websites, blogs, government records and many others. In addition to this,
gathering secondary information will be easy for investigator as it is already published
information and data. After determining research topic investigator will gather information
through several sources which are already available such as newspaper, published sources,
unpublished personal sources, journals, newspaper, websites, blogs, government records and
many other. Along with this, it is not time consuming process this is the main reason that
researcher has selected secondary method for data collecting. In order to communicate about the
research findings to the academic audience’s researcher may adopt methods like notice board, e
mail, meeting, news letter of college and many more.
4.2 Communicate the finding of research in ways that are relevant to a business audience.
In order to conduct communication about the findings of the research to the business
audience’s project manager may adopt several methods such as print on news paper; provide
emails, social media positions and many more. It is so because these are considered as effective
method for attract business audiences towards any aspect or topic.
CONCLUSION
After going through overall discussion it has been concluded that, Tourism and
hospitality industry contributes a major role in enhancing and developing economy of a nation.
This sector refers the professional management techniques, which includes a number of sectors
like hotels, restaurants, transportations and more. With growing concern on enhancing customer
satisfaction, this sector is continuously booming from last few decades, which help in earning
more growth and development. Apart from this, this entire research provide assistance in
determining that there are two method of data collection i.e., primary and secondary out of which
for conduct this research investigator has selected secondary method because it is not expensive
as well as less time consuming. In addition to this, it is responsibility of investigator to ensure
that research will conduct in ethical manner by following each and every principle related to the
same. So that, respondents will feel safe while sharing their personal information with
investigator.

REFERENCES
Books and Journals
Aquino, R. S., 2019. Towards decolonising tourism and hospitality research in the Philippines.
Tourism Management Perspectives. 31, pp.72-84.
Park, S. B. and Park, K., 2017. Thematic trends in event management research. International
Journal of Contemporary Hospitality Management.
Ma, Y., Hardy, A. and Ooi, C. S., 2020. Researching Chinese tourists on the move. Journal of
China Tourism Research, 16(2), pp.214-229.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
pp.784-795.
Mehraliyev, F., Choi, Y. and Koseoglu, M. A., 2019. Social structure of social media research in
tourism and hospitality. Tourism Recreation Research, 44(4), pp.451-465.
Koc, E., 2019. Turkish tourism and hospitality students’ social anxiety and avoidance. Journal of
Hospitality & Tourism Education, 31(1), pp.49-54.
Seyfi, S., Hall, C. M. and Kuhzady, S., 2019. Tourism and hospitality research on Iran: Current
state and perspectives. Tourism Geographies, 21(1), pp.143-162.
Gallarza, M. G., Arteaga, F. and Gil-Saura, I., 2019. Customer value in tourism and hospitality:
Broadening dimensions and stretching the value-satisfaction-loyalty chain. Tourism
Management Perspectives, 31, pp.254-268.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7),
pp.784-795.
Koc, E., 2019. Turkish tourism and hospitality students’ social anxiety and avoidance. Journal of
Hospitality & Tourism Education. 31(1), pp.49-54.
Booth, P. and et. al., 2020. Entrepreneurship in island contexts: A systematic review of the
tourism and hospitality literature. International Journal of Hospitality Management, 85,
p.102438.
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