Impact of COVID-19 on VisitBritain's Performance and Management

Research Project
1

Contents
Research Project...............................................................................................................................1
Chapter One.....................................................................................................................................3
Introduction............................................................................................................................3
Research aim..........................................................................................................................3
Research objectives................................................................................................................3
Research problem...................................................................................................................3
Research questions.................................................................................................................4
Chapter 2..........................................................................................................................................4
Research Methodology...........................................................................................................4
Gantt chart..............................................................................................................................5
Chapter 3..........................................................................................................................................5
Literature review....................................................................................................................5
Issues or challenges faced by VisitBritain due to COVID-19 pandemic...............................5
Impact of COVID-19 on performance and management of VisitBritain...............................5
Strategies adopted by VisitBritain to deal with the issues of COVID-19..............................5
Chapter 4..........................................................................................................................................6
Present your findings using tables, charts, and diagrams.......................................................6
Analyse and summarise your findings using secondary research methods............................9
Chapter 5..........................................................................................................................................9
Conclusion..............................................................................................................................9
REFERENCES..............................................................................................................................10
2

Chapter One
Introduction
Covid-19 pandemic has affected business drastically on the management and performance
of the organization and to deal with it is essential to sustain at the marketplace. Tourism is one of
the most affected sectors by Covid-19 and is impacting economies, public services, livelihood,
and opportunities on all continents (Mruck and Mey, 2019). The tourism industry falls adversely
in the pandemic and most of the tourism companies shut down as they cannot sustain and
maintain their performance in a pandemic. For the present study, VisitBritain is taken into
consideration. It is a national Tourism agency which is responsible for marketing Britain
worldwide. The company was founded in the year 2003 and works with UK trade & investment,
travel operators, official tourism bodies for London, etc. The report aims to identify the influence
of the COVID-19 pandemic on the performance and management of tourism.
Research aim
"To analyze the impact of COVID-19 on business performance and management of
tourism". A study on VisitBritain
Research objectives
 To examine the issues or challenges faced by Visit Britain due to the COVID-19
pandemic.
 To identify the impact of COVID-19 on the performance and management of
VisitBritain.
 To determine the strategies adopted by VisitBritain to deal with the issues of COVID-19.
Research problem
COVID-19 has affected businesses and tourism management worldwide and is the most
affected sector with travel restrictions globally. In addition to this, almost all the tourism
companies face challenges in a pandemic: declined performance, shut down of businesses,
decreased business travels and leisure travels, lockdowns, and so on. This has drastically
impacted the overall performance and productivity of tourism. The present study will help an
organization analyze the impact of COVID-19 on business performance and management of
tourism. This will further help Tourism companies develop effective strategies to deal with the
situation and maintain their performance in the marketplace.
3

Research questions
 What are the issues or challenges faced by Visit Britain due to the COVID-19 pandemic?
 What is the impact of COVID-19 on the performance and management of VisitBritain?
 What are the strategies adopted by VisitBritain to deal with the issues of COVID-19?
Chapter 2
Literature review
Issues or challenges faced by VisitBritain due to COVID-19 pandemic
As per the viewpoint of Gazi (2021), it is analyzed that the tourism sector is facing the
negative impact of the COVID-19 pandemic. In addition to this, tourism companies face various
challenges: safety and security, strict government regulations, shutting of businesses,
Lockdowns, and many more (Impact of COVID-19 outbreak on Tourism, 2021 ). This negatively
impacts the performance of respective organizations, which is not easy to recover.
Impact of COVID-19 on performance and management of VisitBritain
According to David (2021), there is a negative impact of COVID-19 on the overall
performance and management of respective organizations. The demand for travel and tourism is
declining due to lockdown and government restrictions. The people did not prefer to travel due to
the high risk of health and safety (Coronavirus and the impact on the UK travel and tourism
industry, 2021). It is analyzed that the number of jobs within the tourism industry is declining
and the turnover rate has increased. The companies cannot perform their functions as they cannot
earn money, which helps deal with the expenses. Therefore, it is said that there is a negative
influence of COVID-19 on the overall performance and productivity of the respective
organization.
Strategies adopted by VisitBritain to deal with the issues of COVID-19
As per the viewpoint of Frank (2020), It is analyzed that tourism companies develop
different strategies to deal with pandemic issues (Action plan to deal with matters of Covid-19,
2021). One strategy is re-balance marketing spending for the existing customer, which helps
travel companies retain them for a longer time. Along with this, there are also other strategies
adopted, such as shifting to digital communication, price discounting, promoting value, etc.
4