Response and Recovery Strategy for Managing Decline in Number of Foreign Tourist Post COVID: A Study on Hilton

Research Project

EXECUTIVE SUMMARY
The current research report is being performed with a sole aim to evaluate the
response and recovery strategy for managing decline in number of foreign tourist post
COVID. A study on Hilton. For this purpose, different literatures and secondary sources have
been explored in context of the topic under study. The researcher has also utilized primary
study wherein 30 employees working in the marketing department of the Hilton hotel was
being selected. the data was gathered from conducting the survey through seeking support of
questionnaire. Further, the accumulated data was being evaluated through qualitative analysis
wherein common themes were being made and results were presented significantly. The
results of the survey revealed that the hotel has adopted different strategies such as hygiene
and safety, cleaning and many others and all are quite effective. it was further concluded that
these strategies were effective enough in increasing the operational efficiency and
profitability of the hotel.

CONTENTS
ACKNOWLEDGMENT............................................................................................................1
CHAPTER – 1: INTRODUCTION...........................................................................................2
Background of the study.........................................................................................................2
Research aim..........................................................................................................................2
Research objectives................................................................................................................2
Research questions.................................................................................................................3
Research rationale..................................................................................................................3
Research scope.......................................................................................................................3
Structure of the.......................................................................................................................3
CHAPTER – 2: LITERATURE REVIEW................................................................................5
Overview of the chapter.........................................................................................................5
Concept of recovery and response strategy post covid19......................................................5
Different recovery and response strategy for increasing and attracting the number of
foreign tourist post pandemic.................................................................................................6
Impact of using these strategies over the profitability and operational efficiency.................7
CHAPTER – 3: METHODOLOGY..........................................................................................8
Research approach..................................................................................................................8
Research philosophy...............................................................................................................8
Data collection methods.........................................................................................................8
Data analysis methods............................................................................................................9
Sampling.................................................................................................................................9
Ethical considerations.............................................................................................................9
Research limitations...............................................................................................................9
CHAPTER – 3: MAIN BODY AND FINDINGS...................................................................10
Presentation of the results.....................................................................................................10
CHAPTER – 4: CONCLUSION & RECOMMENDATIONS................................................17
Conclusion............................................................................................................................17
Recommendations................................................................................................................17
REFERENCES.........................................................................................................................19
APPENDIX..............................................................................................................................21
Questionnaire........................................................................................................................21

ACKNOWLEDGMENT
I want to convey my special appreciation and gratefulness to each individual who
have supported me in completing this assessment project. An exceptional appreciation to my
guides for their cherished information sources and responsibility of their viewpoints and
admonishment that helped me all through this course of composition. I could moreover need
to loosen up my appreciation to the organization for offering a significant comprehension
which made the central piece of this report. Finally, I want to give my sincere appreciation to
my friends and family who believed in me on every movement and without them I was not
able to performed what I have proactively achieved.
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Topic: Response and recovery strategy taken by the UK hospitality firms with regards to
decline in the number of foreign tourists pertaining to post COVID. A study on Hilton
CHAPTER – 1: INTRODUCTION
Background of the study
According to Qiu and et.al. (2020), by now one of the most events of this century, the
covid19 pandemic has wholly changed the social and personal life and has also
fundamentally changed the international situation. Within some weeks, the coronavirus
spread throughout the world and has threatened the health of millions of individuals
particularly, North America, East Asia and Europe. Because of the continuous and fast
spreading of the virus, there has been forced economic, political as well as social
modifications which has affected almost each and every facet of life on a scale unparalleled
in current period of time. Furthermore, the impact of these restrictions undulated by all the
industries of the economy however had particularly had a severe impact on the hospitality
sector (Kubickova, Kirimhan and 2019). Even though it is still not easy to make estimation of
the financial influence of the covid19 crisis on the international hospitality sector, it is being
estimated by the specific advisors that around 100 million hospitality related jobs were at
immediate risks globally and the industry might also lose around 2.7 trillion US$ in turnover.
As per the report being published by United Nations World Tourism Organization (UNWTO,
2021), there has been reduction in the global tourists’ arrivals by 74 percent throughout the
year 2020, which comprised an unprecedent influence on the profits and earnings of the
hospitality business.
Research aim
The main aim of the present research work is to evaluate the response and recovery
strategy for managing decline in number of foreign tourist post COVID. A study on Hilton.
Research objectives
For the purpose of accomplishing the above aim, there is a need to develop some
small objectives and these are as follows:
 To articulate understanding relating to concept of recovery and response strategy.
 To analyse different recovery and response strategy used by Hilton for managing the
decline in number of foreign tourist post pandemic.
 To examine the impact of these recovery and response strategy over profitability and
operational efficiency with respect to Hilton.
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 To recommend some of the ways in which Hilton can attract the foreign tourist and
increase profitability.
Research questions
Some of the research questions that is being answered in the current research work are
being defined in the subsequent paragraph:
1. What is the concept of recovery and response strategy post COVID?
2. What are the different recovery and response strategy used for increasing and
attracting the number of foreign tourist post pandemic?
3. What was the impact of using these strategies over the profitability and operational
efficiency of Hilton?
4. What is the recommendation to the company which can assist them in attracting
foreign tourist more post pandemic?
Research rationale
Considering the present level of working environment, it is quite clear that the
covid19 crisis has impacted the working along with the operational efficiency of the firms
belonging to the hospitality sector significantly. Further, the pandemic has greatly forced the
hospitality sector to change their policies and operational strategies. There has been decrease
in the number of visitors and international tourists and this in turn has impacted the overall
earnings and profitability of the concern. Now, in order to regain the position and sustain in
the market, the hospitality companies are required to adopt some response and recovery
strategy. Consequently, this is the main issue behind which this topic of recovery strategy in
relation with the decline in the international tourists has been selected.
Research scope
The main scope of the current research work is that it will help the organization and
different contenders to draw in visitors after pandemic. In the post pandemic period the
customer isn't getting involved inside coming to the inn. Thus, for this, the current
exploration will be going to help with creating information connecting with the reaction and
recuperation system for drawing in international tourists.
Structure of the
 Introduction – This chapter entails the main aim, objectives and research questions.
The background and problem statement are also enclosed.
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