Investigating the Role of Social Media in Crisis Management during Covid-19: A Study on Premier Inn
Added on 2023-06-12
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PHigher National in Hospitality Management
Unit 18 Research Project
RESEARCH PROPOSAL FORM
STUDENT DETAILS
Section One : Research Title, Aim and Objectives
Research Title: "To investigate the role of social media as a digital technology for ensuring crisis
management at the time of Covid-19 within UK hospitality industry: A study on Premier Inn"
Research Aim(What do you wish to find out or achieve?) :
The aim of this project is to investigate the role of social media as a digital technology for ensuring
crisis management at the time of Covid-19 within in Premier Inn.
Research Objectives (How do you want to achieve this aim. At least three/four objectives).
To achieve this aim, the following objectives have been proposed.
i. To identify the role of social media during pandemic
ii. To assess the current practices of social media employed by hospitality industry to
manage the crisis.
iii. To investigate the challenges faced by Premier Inn while using social media as a digital
technology to manage the crisis at the time of Covid-19.
iv. To be able to recommend better strategies that helps to manage the crisis at the time of
pandemic.
Research Questions (convert each objective above into a research question)
i. What is the role of social media as a digital technology during pandemic?
ii. What are the current practices of social media employed by hospitality industry to
manage the crisis?
iii. What are the challenges faced by Premier Inn while using social media as a digital
technology to manage the crisis at the time of Covid-19?
Unit 18 Research Project
RESEARCH PROPOSAL FORM
STUDENT DETAILS
Section One : Research Title, Aim and Objectives
Research Title: "To investigate the role of social media as a digital technology for ensuring crisis
management at the time of Covid-19 within UK hospitality industry: A study on Premier Inn"
Research Aim(What do you wish to find out or achieve?) :
The aim of this project is to investigate the role of social media as a digital technology for ensuring
crisis management at the time of Covid-19 within in Premier Inn.
Research Objectives (How do you want to achieve this aim. At least three/four objectives).
To achieve this aim, the following objectives have been proposed.
i. To identify the role of social media during pandemic
ii. To assess the current practices of social media employed by hospitality industry to
manage the crisis.
iii. To investigate the challenges faced by Premier Inn while using social media as a digital
technology to manage the crisis at the time of Covid-19.
iv. To be able to recommend better strategies that helps to manage the crisis at the time of
pandemic.
Research Questions (convert each objective above into a research question)
i. What is the role of social media as a digital technology during pandemic?
ii. What are the current practices of social media employed by hospitality industry to
manage the crisis?
iii. What are the challenges faced by Premier Inn while using social media as a digital
technology to manage the crisis at the time of Covid-19?
Section Two: Research Rationale and Scope
Rationale/Justification for the Topic: this should briefly cover the following three areas.
i- Personal reasons for choosing the project topic (e.g. links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to improve)
ii- The gap identified in the literature
iii- Practical benefits of the study (i.e. state the beneficiaries of the study).
The rationale for choosing this topic over others is such that researcher have their own interest to
conduct study on this which in turn help to improve knowledge so that it will be beneficial for the
future as well. Also, with the help of conducting this study, scholar improve skills of research and
understand ways through which crisis can be managed. Another rationale for conducting the study is
such that previously many research has conducted over social media and did not determine positive
and negative aspect of managing crisis. Therefore, the present study will help to determine the
research gap by analysing the impact of social media to manage crisis at the time of pandemic.
The present study will be beneficial to entire UK hospitality industry because it assist to determine
the ways through which crisis can be managed and further Premier Inn can also implement steps
suggested in order to manage the challenges. Apart from this, other scholars are also get benefit from
the study as they collect information from the present study as a secondary source to determine the
concepts easily.
Research Scope: this should briefly cover the following.
i. State the geographical area and name of organisation the research will focus on. Give
reason.
ii. State the units of study (i.e. the target groups that the study will focus on)
iii. List the theories and/or themes that will be involved in the study.
The chosen area for this study is UK where Premier Inn as a hotel chosen because it is one of the top
hotel in UK which suffered the most during crisis and that is why, it will help to determine the ways
through which crisis managed. The target group for this study is the hospitality industry so that they
identify the ways through which the issue can be managed and improved further.
Section three : Preliminary Literature Review
The Literature Review, at this stage of the research process, does not have to be critical literature
review but each reviewed source should cover the following
i. Cite the author(s) and year according the Harvard referencing style
ii. The focus of the literature
iii. Summary of the main points/findings.
iv. Methodology used ( if applicable)
v. Briefly note why that literature/study is helpful in your project.
The current literature review is beneficial for the present study because it will assist to determine the
trend of social media over the crisis management (Tsoy., Tirasawasdichai and Kurpayanidi, 2021).
Rationale/Justification for the Topic: this should briefly cover the following three areas.
i- Personal reasons for choosing the project topic (e.g. links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to improve)
ii- The gap identified in the literature
iii- Practical benefits of the study (i.e. state the beneficiaries of the study).
The rationale for choosing this topic over others is such that researcher have their own interest to
conduct study on this which in turn help to improve knowledge so that it will be beneficial for the
future as well. Also, with the help of conducting this study, scholar improve skills of research and
understand ways through which crisis can be managed. Another rationale for conducting the study is
such that previously many research has conducted over social media and did not determine positive
and negative aspect of managing crisis. Therefore, the present study will help to determine the
research gap by analysing the impact of social media to manage crisis at the time of pandemic.
The present study will be beneficial to entire UK hospitality industry because it assist to determine
the ways through which crisis can be managed and further Premier Inn can also implement steps
suggested in order to manage the challenges. Apart from this, other scholars are also get benefit from
the study as they collect information from the present study as a secondary source to determine the
concepts easily.
Research Scope: this should briefly cover the following.
i. State the geographical area and name of organisation the research will focus on. Give
reason.
ii. State the units of study (i.e. the target groups that the study will focus on)
iii. List the theories and/or themes that will be involved in the study.
The chosen area for this study is UK where Premier Inn as a hotel chosen because it is one of the top
hotel in UK which suffered the most during crisis and that is why, it will help to determine the ways
through which crisis managed. The target group for this study is the hospitality industry so that they
identify the ways through which the issue can be managed and improved further.
Section three : Preliminary Literature Review
The Literature Review, at this stage of the research process, does not have to be critical literature
review but each reviewed source should cover the following
i. Cite the author(s) and year according the Harvard referencing style
ii. The focus of the literature
iii. Summary of the main points/findings.
iv. Methodology used ( if applicable)
v. Briefly note why that literature/study is helpful in your project.
The current literature review is beneficial for the present study because it will assist to determine the
trend of social media over the crisis management (Tsoy., Tirasawasdichai and Kurpayanidi, 2021).
Under this, different sources has been used which in turn understand the views of author so that
effective outcome can be generated. Different themes will be designed on the basis of set research
objectives.
Naeem (2020) explained in their study that the pandemic badly hit the entire world in negative
manner and that is why, the growth of social media is considered phenomenal over the past decades.
It is so because the platform assists to communicate with people in better manner Therefore, it can
be stated that in tough time of pandemic, need of social media is inevitable in order to pass the
information from one place to another quickly. For example, during the time of complete lockdown
in 2020, it is the only way except media that provide complete information regarding the issues and
that is why, it assist to generate a better outcome.
Wiederhold (2020) examined that social media platforms actually assist government in order to
tackle the pandemic by creating effective awareness among people and that is why, it is proved to be
one of the most safest and quicker way as compared to traditional means. Moreover, social media
platforms provided easy access to seeking health information which in turn assist to evaluated the
health related risk in order to manage the heath concerns. Like, ion Facebook people mainly produce
or share information through local sources in order to respond the public health crisis. That is why,
government also taking this as an opportunity in order to minimise the issue negative aspect.
Abuhashesh and et.al., (2021) contradict through their views that unfortunately some people uses
this social media platform to spread false information and that is why, it will be challenging for the
people. However, government also develop steps to distinguish between false and true information
so that people only get a right information and this will assist to manage the crisis as well.
In the opinion of Chong and et.al., (2020) social media platform provide many false information to
the target people so that the crisis cannot be managed and this in turn lead to affect their behaviour
in negative manner. Like, most of the people share the information pertaining to false claim related
to effectiveness of vaccines, quarantining and alternative cues and many more. This in turn shows
that due to attention grabbing nature of conspiracy theories the chances of leading false information
minimised so that people do not be panic. Moreover, platform like Twitter, Facebook and Instagram
introduced a tool of flag content as false in order to protect the people from false information and
make it more transparent (Abbas and et.al., 2021). That is why, it can be stated that different
challenges faced by the industry as well as organisation make it more difficult to survive in the
pandemic.
Section Four: Overview of Research Methodology:
Discuss in short your research methods, philosophical approaches, research design e.g
qualitative/quantitative/mixed, research sample and sampling techniques.
Research Type: There are two main types of research used by the study which include qualitative
and quantitative. For the present study, only qualitative study will be chosen which assist to collect
the theoretical approaches of social media as a digital technology. This in turn assist to improve the
knowledge and meet the defined aim objectives of a study.
Research approach: Inductive and deductive are two main types of research approach which can be
effective outcome can be generated. Different themes will be designed on the basis of set research
objectives.
Naeem (2020) explained in their study that the pandemic badly hit the entire world in negative
manner and that is why, the growth of social media is considered phenomenal over the past decades.
It is so because the platform assists to communicate with people in better manner Therefore, it can
be stated that in tough time of pandemic, need of social media is inevitable in order to pass the
information from one place to another quickly. For example, during the time of complete lockdown
in 2020, it is the only way except media that provide complete information regarding the issues and
that is why, it assist to generate a better outcome.
Wiederhold (2020) examined that social media platforms actually assist government in order to
tackle the pandemic by creating effective awareness among people and that is why, it is proved to be
one of the most safest and quicker way as compared to traditional means. Moreover, social media
platforms provided easy access to seeking health information which in turn assist to evaluated the
health related risk in order to manage the heath concerns. Like, ion Facebook people mainly produce
or share information through local sources in order to respond the public health crisis. That is why,
government also taking this as an opportunity in order to minimise the issue negative aspect.
Abuhashesh and et.al., (2021) contradict through their views that unfortunately some people uses
this social media platform to spread false information and that is why, it will be challenging for the
people. However, government also develop steps to distinguish between false and true information
so that people only get a right information and this will assist to manage the crisis as well.
In the opinion of Chong and et.al., (2020) social media platform provide many false information to
the target people so that the crisis cannot be managed and this in turn lead to affect their behaviour
in negative manner. Like, most of the people share the information pertaining to false claim related
to effectiveness of vaccines, quarantining and alternative cues and many more. This in turn shows
that due to attention grabbing nature of conspiracy theories the chances of leading false information
minimised so that people do not be panic. Moreover, platform like Twitter, Facebook and Instagram
introduced a tool of flag content as false in order to protect the people from false information and
make it more transparent (Abbas and et.al., 2021). That is why, it can be stated that different
challenges faced by the industry as well as organisation make it more difficult to survive in the
pandemic.
Section Four: Overview of Research Methodology:
Discuss in short your research methods, philosophical approaches, research design e.g
qualitative/quantitative/mixed, research sample and sampling techniques.
Research Type: There are two main types of research used by the study which include qualitative
and quantitative. For the present study, only qualitative study will be chosen which assist to collect
the theoretical approaches of social media as a digital technology. This in turn assist to improve the
knowledge and meet the defined aim objectives of a study.
Research approach: Inductive and deductive are two main types of research approach which can be
used by the scholar (Pandey and Pandey, 2021). For the present study, scholar will uses only
inductive research approach because it helps to determine the theory and concept of social media
along with its usage over crisis management.
Research philosophy: Philosophy can be distinguished into two forms which include Interpretivism
and positivism (Mohajan 2018). In accordance with the chosen research type, scholar will adopt
interpretivism research philosophy so that it will be help to determine the ways through which social
media support at the time of pandemic.
Data collection: Both primary and secondary data collection methods will be adopted by the scholar
in which researcher mainly help to derive better results (Newman and Gough, 2020). Such that
under primary data, scholar will uses survey method through the means of questionnaire which in
turn help the identify the views of people towards the set objectives. On the other side, under
secondary data collection method, scholar uses relevant books, journals and articles that helps to
conduct the study in an appropriate manner and meet the defined objectives as well.
Data analysis: For the present study, only thematic data analysis will be adopted in which scholar
that helps to analyse the views of selected participants in an effective manner. In this, different
themes and charts will be derived in order to conduct the study in an appropriate manner.
Sampling: It is a method which will be helpful to select the relevant respondents for the study
(Dźwigoł, 2018). That is why, simple random sampling methods will be adopted in which only 30
employees of top management has chosen in order to understand their views pertaining to the chosen
topic. This in turn help to determine the role of social media towards a crisis management.
Ethical Aspect of Study
See Ethics Form below
SECTION FIVE: BREAKDOWN OF ACTIVITIES AND TIMESCALE
Include a Gantt Chart to reflect your research planning.
Task
Mode Task Name Duration Start Finish Predecessors
1 Selecting topic 3 days Mon 3/14/22 Wed 3/16/22
2 Waiting for an approval 2 days Thu 3/17/22 Fri 3/18/22 1
3 Developing aim and
objectives 1 day Mon 3/21/22 Mon 3/21/22 1,2
4 selecting sources for
literature review 3 days Tue 3/22/22 Thu 3/24/22 3
5 Select research 2 days Fri 3/25/22 Mon 3/28/22 3,4
inductive research approach because it helps to determine the theory and concept of social media
along with its usage over crisis management.
Research philosophy: Philosophy can be distinguished into two forms which include Interpretivism
and positivism (Mohajan 2018). In accordance with the chosen research type, scholar will adopt
interpretivism research philosophy so that it will be help to determine the ways through which social
media support at the time of pandemic.
Data collection: Both primary and secondary data collection methods will be adopted by the scholar
in which researcher mainly help to derive better results (Newman and Gough, 2020). Such that
under primary data, scholar will uses survey method through the means of questionnaire which in
turn help the identify the views of people towards the set objectives. On the other side, under
secondary data collection method, scholar uses relevant books, journals and articles that helps to
conduct the study in an appropriate manner and meet the defined objectives as well.
Data analysis: For the present study, only thematic data analysis will be adopted in which scholar
that helps to analyse the views of selected participants in an effective manner. In this, different
themes and charts will be derived in order to conduct the study in an appropriate manner.
Sampling: It is a method which will be helpful to select the relevant respondents for the study
(Dźwigoł, 2018). That is why, simple random sampling methods will be adopted in which only 30
employees of top management has chosen in order to understand their views pertaining to the chosen
topic. This in turn help to determine the role of social media towards a crisis management.
Ethical Aspect of Study
See Ethics Form below
SECTION FIVE: BREAKDOWN OF ACTIVITIES AND TIMESCALE
Include a Gantt Chart to reflect your research planning.
Task
Mode Task Name Duration Start Finish Predecessors
1 Selecting topic 3 days Mon 3/14/22 Wed 3/16/22
2 Waiting for an approval 2 days Thu 3/17/22 Fri 3/18/22 1
3 Developing aim and
objectives 1 day Mon 3/21/22 Mon 3/21/22 1,2
4 selecting sources for
literature review 3 days Tue 3/22/22 Thu 3/24/22 3
5 Select research 2 days Fri 3/25/22 Mon 3/28/22 3,4
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