Hospitality Research: Integrating Digital Tech in Crisis Management

This research project proposal aims to analyze current trends in hospitality organizations following the COVID-19 crisis, focusing on the integration of new digital technologies in crisis management. It uses a case study approach, specifically examining Royal Lancaster London. The research objectives include understanding crisis management concepts, determining the benefits of new digital trends in hospitality post-COVID-19, and recommending changes for organizational betterment. The research employs a quantitative approach, incorporating both primary data collected through questionnaires and secondary data from publications and articles. The study explores the use of service robots, IoT, and contactless communication, emphasizing the importance of balancing digital convenience with customer experience. A survey of 100 managers at Royal Lancaster London will be conducted using random sampling. The project includes a detailed timeline with activities ranging from project formulation to report writing and presentation, ensuring timely completion.

ASSESSMENT COVER SHEET
PROGRAMME TITLE: BA (Hons) Hospitality Management (Top Up)
MODULE TITLE: Research Methods and Projects
ASSESSMENT TITLE: Research Project Proposal
MODULE LEADER/LECTURER
STUDENT ID:
STUDENT ID:
STUDENT NAME:
SUBMISSION DEADLINE:
Word Count:1789
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e-submission system will not allow late submissions. By submitting this assignment and cover sheet
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Research Theme: Consumer behaviour
Research Topic: " Integrating new digital technologies into crisis management"
Section One: Title, aims, objectives
Background of the research
The present research is conducted to evaluate different new trends that hospitality organisations
have started after the crisis caused by COVID 19 (Elena, 2017). Covid-19 has accelerated the
technological change of the hospitality industry at an unprecedented rate, forcing many
accommodation professionals to adopt digital latest technology that would not have been adopted as
speedily alternatively. The importance of digital conversion in the hospitality business is greater
than ever, and it's time for businesses to embrace it. As a result, striking a balance between digital
convenience or in experiences is critical for hospitality businesses. To maximise customer service,
important points include determining which services can indeed be repaired by digital tools,
preserving the option for customers to choose between digital and community health, and
incorporating immersive online features into the process.
For this, the research includes research aim, objectives and literature review.
Aim: "To analyse the current trends followed in organisation after crisis management . A case study
of Royal Lancaster London.
Objectives:
• To understand the concept of crisis management.
• To determine the benefits of new digital trends in hospitality organisations after COVID 19.
• To recommend some changes for hospitality organisation and their usage for company’s
betterment.
Research Questions:
• What is the concept of crisis management.
• Explain benefits of new digital trends in hospitality organisations after COVID 19.
• Provide recommendations for some changes for hospitality organisation and their usage for
company’s betterment.
Research rationale
The present research topic is justifiable and rationale, as it is associated with the current trends after
the crisis occurred due to COVID 19. Hospitality organisations have faced lot of problems due to
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the COVID 19 issue. That is why they have to increase sanitisation as well as digitisation in order to
increase the customer satisfaction. That is why this research topic is chosen.
Research scope
This research has wide scope as, with the help of this organisation can significantly deal with new
trends used in the hospitality industry. It helps in enhancing overall growth and profitability in a
well defined and effective manner.
Section Two: Reasons for choosing this research project
The primary rationale for selecting this research project is to identify the role of new trends in
hospitality organisations and how they eaffectcustomer satisfaction. Along with this, one of my
personal motives for doing this research is to obtain a better grasp of new trends of crisis
management (Gao, 2019).
Section Three: Literature sources searched.
Use of key literature sources and precedents to support your research question,
objective/hypothesis:
According to Tuomi et al. (2021), service robots play a variety of roles in the production and
delivery of hospitality services. For example, disinfection robots that emit UV light to kill
viruses and bacteria have been announced for use in airports and hotels around the world to
ensure a safe and clean environment (Greg, 2020). One of the first hotels to use UVD robots
was YOTEL Boston. The robots drive themselves around the hotel's high-touch public areas
and select rooms, removing all airborne viruses and bacteria. UVD robots are used as part of
the hotel's "SmartStaySafety" operation, which not only provides a safe environment but also
assures guests that they are safe.
Through operational efficiency and personalization, the hospitality industry has already begun
to use IoT to improve their businesses and shape customer experiences. Customers can, for
example, self-check-in and check-out using their mobile phones. Customers can use electronic
key cards or mobile room keys embedded in their phones to open the room door. Hilton
already offers digital check-in via mobile devices. IoT also allows rooms to become "smart,"
which is referred to as the "connected room" at hotels. Customers can use their mobile phones
or provided tablets to control many in-room features, including lighting, room temperature,
water temperature, curtains, and television.
Small businesses may need to make significant upfront investments to incorporate digital
technologies into their daily operations. As a result, it is becoming increasingly important for
hospitality businesses to consider which digital technologies will benefit them the most. While
virtual reality is effective at providing interactive and immersive experiences, it necessitates
substantial investments in high-quality VR headsets and hardware. As a result, when it comes
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to digital technologies, small hospitality businesses must prioritize what works best for them.
Some simple digital technologies, such as digital menus, could be trialed before making
significant investments to ensure that small business owners are comfortable with the required
efforts and investments. IN THE PAST, SMART ENERGY MANAGEMENT SYSTEMS
HAVE BEEN USED BY HOTELS TO HELP THEM MANAGE AND EVEN OPTIMIZE
THEIR Consider a system that can detect potential hazards and other issues before they occur.
Predictive maintenance aims to accomplish exactly that. Sensor data is used in predictive
maintenance to assist hoteliers in recognising hazardous trends.
It also assists hotel managers in anticipating components that are about to fail and, as a result,
replacing them before any damage is done. This avoids additional failures (expenses) and
inconveniences for hotel guests.
Contactless communication allows hotels to comply with health regulations while also meeting
the needs of their guests. Nevotek (a hospitality-focused tech firm) recently developed and
released a guest-engagement technology that seamlessly integrates with an existing Property
Management System. The Grace Platform, developed by the company, allows guests to
communicate with hotel staff in real time via their preferred messaging app (WhatsApp,
WeChat, and similar), eliminating the need to download an additional app. The hotel staff can
also respond to the guests' needs via encrypted communication without directly asking for their
room number or name. It also has an analytics feature as well as an AI option for enabling an ai
system.
Section Four: Activities and timescales
Activities to be carried out during the research
project (e.g. planning, conducting research,
analysis, write-ups)
Project formulation and Project Planning
Literature review
Research methodology
Data collection and analysis
Discussion of the results, including reflection
Report writing
Presentation of the management
How long this will take: (See Gantt Chart
below)
W1 to W3
W4 to W7
W8 to W11
W12 to W16
W17 to W20
W21 to W23
W24
Milestone one: Project formulation and Project Planning See Gantt Chart
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Target date (set by the tutor):
Milestone two: ...... Literature Review ...................................................................................
Target date (set by the tutor): ...........................
Section Five: Research approach and methodologies
Research approach: In this research, a quantitative approach will be considered (Gupta,2019).
This will help to get more accurate results for the research.
Research philosophy: Positivism research philosophy is considered as it takes less time. This will
help to get a theoretical aspect of the research topic. This will also help to manage the resezch
outcome more effectively.
Data collection: In this research, both primary as well as secondary data collection method is used.
The primary data is collected through questionnaire. On the other hand, secondary data is collected
through different sources like publications, articles, novels, and so on (Gupta, 2019). This research
has become more effective and accurate as it contains both primary and secondary data (Bratton and
Watson, 2018).
Survey as a research strategy
The research strategy is the most important aspect of a study because it aids in the creation of a
major planning framework for the study. The survey method is used in this study.
•Cross Sectional Time Horizon
Time management is a key approach in the development of a research that aids in the timely
completion of the research. In order to lead the research dimensions, a cross-sectional approach
based on time management was used in this study.
•Research Choice- In this method, a researcher assesses various techniques that are necessary for
the development of a research choice. A questionnaire is used to collect responses from respondents.
Data collection: The data collection method used in this project is both secondary and primary
(Bratton and Watson, 2018).
Sampling: 100 managers of Royal Lancaster London. Will be chosen, and a random sampling
method is used for choosing respondents.
Comments and agreement from the tutor
Comments (optional)
I confirm that the project does not work which has been or will be submitted for another
qualification and is appropriate.
Agreed Name: Date:
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Comments and agreement from project checker (if applicable)
Gantt Chart:
Mil
est
one
Projective
Activities
W1 W3 W4 W7 W8 W11 W12 W16 W17 W20 W2
1
W
2
3
W24
M1 Project
formulatio
n and
Project
Planning
M2 Literature
Review
M3 Methodolo
gy
M4 Data
Collection
and
Analysis
M5 Discussion
of the
results,
including
reflection
M6 Report
writing
M7 Presentatio
n of the
manageme
nt
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REFERENCES
Books and Journals
Gao, X., 2019, April. Cultivation of Higher Cognitive Abilities of Students Majoring in Hospitality
Under the Guidance of Bloom’s Educational Objectives Taking the Bilingual Course of
Food Cost Control as an Example. In 3rd International Conference on Culture, Education
and Economic Development of Modern Society (ICCESE 2019). Atlantis Press.
Elena, G., 2017. Consumer behaviour in modern organisations: A sociological analysis.
Cvetkovski, T., 2015. STRATEGIC HUMAN RESOURCE MANAGEMENT AND COMPETITIVE
ADVANTAGE. Center for Quality.
Elena, G., 2017. Consumer behaviour in modern organisations: A sociological analysis.
Bratton, J. and Watson, S., 2018. Consumer behaviour, emotional labour and the role of line
managers in the Scottish hospitality industry. Worldwide Hospitality and Tourism Themes.
Gupta, V., 2019. Consumer behaviour dimensions and their relationship with retention of Generation-
Y employees in the hospitality industry. International Journal of Contemporary
Hospitality Management.
Comments: This is marked progress but requires significant improvement in all sections
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Research Ethics Approval Form
All students conducting research activity that involves human participants or the use of data collected
from human participants are required to gain ethical approval before commencing their research.
Please answer all relevant questions and note that your form may be returned if incomplete.
For further support and guidance, please see your respective Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Section 1 Basic Details
Project title: To analyse the current trends after crisis management in hospitality organisations.
Student name:
Student ID Number:
Programme: top up
College:
Intended research start date:
Intended research end date:
Section 2 Project Summary
Please select all research methods that you plan to use as part of your project:
(Copy and paste the tick where applicable)
Interviews:
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

Questionnaires:
Observations:
Use of Personal Records:
Data Analysis:
Action Research:
Focus Group:
Other (Please specify):
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


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Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants?
Yes
Who are the participants? Tick all that apply:
Ages 12-16:  Young People aged 17-18:  Adults: 
How will participants be recruited (identified and approached)?
By using a simple random sampling method, participants of primary research will be recruited by the
researcher.
Describe the processes you will use to inform participants about what you are doing:
By using the internet, e-mail and many other communication channels
How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
The method of consent is direct communication.
Studies involving questionnaires: Will participants be given the option of omitting questions they
do not wish to answer?
Yes:  No: 
If No, please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed.
Yes:  No: 
Will you debrief participants at the end of their participation (i.e. give them a brief explanation of
the study)?
Yes:  No: 
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general)

Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection
Act (1998) Yes:  No: 
Who will have access to the data and personal information?
Researcher
During the research:
Where will the data be stored?
In computer system.
Will mobile devices such as USB storage and laptops
be used? Yes:  No: 
If yes, please provide further details: After the research: Researcher
Where will the data be stored?
In laptop
How long will the data and records be kept for, and in what
format? Will data be kept for use by other researchers?
Yes:  No: 
If yes, please provide further details:
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Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns?
Yes:  No: 
If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
• Informed consent.
• Potentially vulnerable participants.
• Sensitive topics.
• Risks to participants and/or researchers.
• Confidentiality/anonymity.
• Disclosures/limits to confidentiality.
• Data storage and security, both during and after the research
(including transfer, sharing, encryption, protection).
• Reporting.
• Dissemination and use of your findings.
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Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics
Policy: Yes:  No:
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes:  No: 
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise in the course
of my research.
Name: ..................
Date:
Please submit your completed form to ..............................vle........................................................................................................................................
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