Research Project: Crisis Management in Hospitality During COVID-19

This research project investigates the importance of crisis management in the UK hospitality industry during the COVID-19 pandemic, with a focus on Hilton. It aims to understand the concept of crisis management, identify its importance during the pandemic, and discuss relevant methods and theories. The research employs quantitative data collection and analysis to explore these objectives. The report includes an introduction outlining the research problem, aims, and objectives, followed by a literature review, methodology, data analysis, and findings. It also presents a critical appraisal, recommendations, and suggestions for further work, concluding with a reflection on the research process. The study highlights the crucial role of crisis management in mitigating risks and minimizing losses in the hospitality sector during unprecedented challenges.

RESEARCH PROJECT
(To identify the importance of crisis
management in hospitality industry within
UK at the time of global pandemic Covid 19)

ABSTRACT
The main purpose of conducting this research is to study the importance of crisis
management within the hospitality industry during the time of COVID-19 pandemic. There are
several objectives that will be fulfilled in the whole research such as to understand the concept of
crisis management in the hospitality industry, importance of crisis management in the time of
pandemic in an organisation and to identify the methods and theories involved in crisis
management for improved performance and productivity of the company. In the present research
quantitative data will be collected and interpreted in order to gain aim and objectives of the
research.

ACKNOWLEDGEMENTS
I will like to express my appreciativeness to my teacher for showing the faith and
confidence in me for completing the research in an effective manner. My teacher has provided
me with full guidance ans support to conduct the research on crisis management and why it is
important. I also want to thank them for giving me all the needful resources and books in order to
use reliable and authentic data in the whole research in a successful manner.
Secondly, I also like to show my greatness to my friends, parents and family for
encouraging and inspiring me in the process of the research for completing in the given time
period.

Table of Contents
ABSTRACT.....................................................................................................................................2
ACKNOWLEDGEMENTS.............................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................5
Background of the research....................................................................................................5
Overview about the company.................................................................................................5
Research problem...................................................................................................................5
Research aim, objectives and questions.................................................................................5
Rationale of the research........................................................................................................6
CHAPTER 2: CRITICAL LITERATURE REVIEW......................................................................7
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: DATA ANALYSIS AND FINDINGS...................................................................10
Frequency Distribution Table...............................................................................................10
Data Interpretation................................................................................................................11
CHAPTER 5: A CRITICAL APPRAISAL, RECOMMENDATIONS & SUGGESTIONS FOR
FURTHER WORK........................................................................................................................17
CHAPTER 6: CONCLUSION......................................................................................................18
OWN PERFORMANCE REFLECTION ON THE RESEARCH PROCESS..............................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20
Questionnaire........................................................................................................................20

CHAPTER 1: INTRODUCTION
Background of the research
Crisis management plays a crucial role in decreasing the risk of crisis within the
hospitality industry in order to mitigate the loss occurred due to insignificant challenges
(Berbekova, Uysal and Assaf, 2021). Crisis management can be defined as a process of
preparing ways for uncertain negative events in order to minimize the level of threats and
damage caused and getting the company back on track.
Overview about the company
The chosen organisation in the present research is Hilton which is particularly known as a
global brand of delivering full service to the customers staying in the hotel and is famous for its
best ambience and staff service. The hotel was founded by Conrad Hilton in the year 2019 with a
number of 584 hotels and resorts of their own which have around 2,16379 rooms in 94 territories
and countries across six of the continents.
Research problem
The main problem of this present research is that the hospitality industry is facing a
problem of COVID-19 pandemic which results in decreasing the sale and profitability of the
whole business in the market. Pandemic has resulted in a very unexpected crisis that the global
world has faced and effected the productivity and performance of the hospitality sector as they
are mainly dependent on travellers for their business (Donbak, Kirpik and Valeri, 2022). With
the lock-down in all over the world some of the hotel has closed as they are not receiving any
amount of money left to mange their maintenance cost.
Research Title:
To identify the importance of crisis management in hospitality industry within UK at
the time of global pandemic Covid 19.
Research aim, objectives and questions
Research Aim
To identify the importance of crisis management in hospitality industry within UK at
the time of global pandemic Covid 19: “A study on Hilton”
Research Objectives

 To understand the concept of Crisis management within UK hospitality industry during
Covid 19.
 To identify the importance of Crisis management in Hilton in the time of Covid 19.
 To discuss the theories and method employed in crisis management within Hilton at the
time of pandemic Covid 19
Research Questions
 What is the concept of Crisis management within UK hospitality industry during Covid
19?
 What is the importance of Crisis management in Hilton in the time of Covid 19?
 What are the theories and method employed in crisis management within Hilton at the
time of Covid 19?
Rationale of the research
The main idea of conducting this research is to attain knowledge about the COVID-19
pandemic and how it has affected the overall growth and success of the hospitality industry.
There are mainly two types of objectives that is personal and professional. In terms of personal
objective, the researcher will develop several skills and knowledge about the selected topic in an
effective manner (Fung, Tsui and Hon, 2020). Whereas, in terms of professional objective, the
researcher will gain information about crisis management to be used in an organisation and how
it will work.

CHAPTER 2: CRITICAL LITERATURE REVIEW
The concept of Crisis management within UK hospitality industry during Covid 19
According to the view of Olaniran and Scholl (2020), tragedy and accidents are those
events which can not be predicted before. It affects many industries as well as ruin business
operations of many organisation. In such type of crisis, management of the company need to
manage them in significant manner in order to operate their business smoothly. Crisis
management describes as crucial method that help company in order handle these accidents and
mishaps in better manner. It can also be considered as response which are taken by the
organisation in order to ensure that the damage is minimal. Companies can predict the many
failure points of their systems in order to become prepared themselves for them. COVID-19 is
refers to a one of the disruptive events that affects the whole world in many ways. Hospitality
industry is considered one of the most affected industry due to COVID-19 which create many
problems to them in order to operate their business in better manner.
As per the view of Hopp and Hoover (2019), crisis management is describes an activity
that help company in order to deal with crisis in a way that minimise damages as well as enables
the affected business to recover in quick manner. There are many types of crisis that an
organisation faced or may faced while operating their business. It involves natural disasters,
confrontational crisis, technological crisis, organisational misdeeds, rumours as well as
workplace violence. These are not only types of crisis that an organisation faced, there are some
also some events which cannot be predicted before. This makes important for every organisation
in hospitality industry in order to being prepared for handling them in order to operate their
business in better manner. COVID-19 is an also effected crisis that affects the hospitality
industry in order to provide better service to their customers.
The importance of Crisis management in Hilton in the time of Covid 19
In the opinion of Bartsch and Huber (2020), crisis management is important for every
organisation as it helps in saving their business in tough times as well as safeguards their
employees position and customers in better manner. It assist company to build greater trust for its
customers in order to handle crisis situation in the organisation in better manner. The primary
objectives of crisis management is to help in preventing the reputation of an organisation from
the damage, restore stability and calm, return their business to their normal and smooth

operations as well as ensure safety of their people. Crisis management is important for the Hilton
Hotel in order to handle Covid-19 situation properly. This makes organisation to identify all the
important strategies that help them to provide better service to their customers while maintaining
their safety. This will Hotel in order to get prevent their reputation from the damage as well as
develop effective relationship with their customers.
As per the view of Kinateder, Campbell and Choudhury (2021), crisis management plays
an important role in order to handle unexpected situation as well as sudden changes in their
business in better manner. It involves certain activities and processes that help managers and
employees of Hilton Hotel in order to analyse and understand the events that may affects the
whole business and their different operations. Crisis management was also played an important
role in handling the Covid-19 situation in tThe concept of Crisis management within UK
hospitality industry during Covid 19
According to the view of Olaniran and Scholl (2020), tragedy and accidents are those
events which can not be predicted before. It affects many industries as well as ruin business
operations of many organisation. In such type of crisis, management of the company need to
manage them in significant manner in order to operate their business smoothly. Crisis
management describes as crucial method that help company in order handle these accidents and
mishaps in better manner. It can also be considered as response which are taken by the
organisation in order to ensure that the damage is minimal. Companies can predict the many
failure points of their systems in order to become prepared themselves for them. COVID-19 is
refers to a one of the disruptive events that affects the whole world in many ways. Hospitality
industry is considered one of the most affected industry due to COVID-19 which create many
problems to them in order to operate their business in better manner.
As per the view of Hopp and Hoover (2019), crisis management is describes an activity
that help company in order to deal with crisis in a way that minimise damages as well as enables
the affected business to recover in quick manner. There are many types of crisis that an
organisation faced or may faced while operating their business. It involves natural disasters,
confrontational crisis, technological crisis, organisational misdeeds, rumours as well as
workplace violence. These are not only types of crisis that an organisation faced, there are some
also some events which cannot be predicted before. This makes important for every organisation
in hospitality industry in order to being prepared for handling them in order to operate their

business in better manner. COVID-19 is an also effected crisis that affects the hospitality
industry in order to provide better service to their customers.
The importance of Crisis management in Hilton in the time of Covid 19
In the opinion of Bartsch and Huber (2020), crisis management is important for every
organisation as it helps in saving their business in tough times as well as safeguards their
employees position and customers in better manner. It assist company to build greater trust for its
customers in order to handle crisis situation in the organisation in better manner. The primary
objectives of crisis management is to help in preventing the reputation of an organisation from
the damage, restore stability and calm, return their business to their normal and smooth
operations as well as ensure safety of their people. Crisis management is important for the Hilton
Hotel in order to handle Covid-19 situation properly. This makes organisation to identify all the
important strategies that help them to provide better service to their customers while maintaining
their safety. This will Hotel in order to get prevent their reputation from the damage as well as
develop effective relationship with their customers.
As per the view of Kinateder, Campbell and Choudhury (2021), crisis management plays
an important role in order to handle unexpected situation as well as sudden changes in their
business in better manner. It involves certain activities and processes that help managers and
employees of Hilton Hotel in order to analyse and understand the events that may affects the
whole business and their different operations. Crisis management was also played an important
role in handling the Covid-19 situation in the Hilton Hotel in order to operate their business in
better manner. It helps their managers in order to devise strategies that helps in coming out from
this conditions as well as also decide for the future course of action properly. The employees of
Hotel will also help in understanding and analysing the situation that help company in order to
operate their business properly and cooperate with the management and hotel in order to provide
better service to their potential customers in better manner. They also maintain safety in the
organisation as well as follows all the safety measure in order to makes their guest feel safe
while working in the organisation in better manner.
The theories and method employed in crisis management within Hilton at the time of Covid 19?
As per the view of Marker (2020), a crisis management model is describe as the
conceptual framework for all the aspects related to preventing, preparing for, coping with as well
as recovering from a crisis. By viewing the events with the help of model, the managers of crisis

management gain context as well as can effectively apply best practices. Many models related to
crisis management has been developed that are the part of a larger efforts in order to help
company to build capacity as well as skills for anticipating, avoiding and mitigating crisis. Fink's
crisis model is one of the most effective crisis model that divide the crisis in four stages that are
prodromal, acute stage, chronic stage and resolution stage. By applying this model Hilton Hotel
effectively handle the situation of Covid-19 crisis and operate their business in better manner.
In the opinion of Iqbal, Bundy and Pfarrer, (2021), crisis management models is
describes as new methods, metrics as well as types of communication which has been established
in order to prevent organisation from the same crisis from happening again. Crisis management
models are available in various forms in order to help company to operate their business in better
manner. Gonzalez-Herrero and Pratt crisis management model is most effective model which
involves three stages that are crisis diagnosis, planning and implementation of changes and
monitoring. This model help management of Hilton Hotel in order to manage and handle the
Covid-19 situation as well as operate their business in better manner. This model prepares their
managers and employees in order to face difficulties with the full courage by identifying them.
This will also help them to design the strategies that are used to prevent from the crisis as well
transform their organisation into emergency state. This model makes their staff to implements
changes as well as react to the new situation in which the company operates.
he Hilton Hotel in order to operate their business in better manner. It helps their managers in
order to devise strategies that helps in coming out from this conditions as well as also decide for
the future course of action properly. The employees of Hotel will also help in understanding and
analysing the situation that help company in order to operate their business properly and
cooperate with the management and hotel in order to provide better service to their potential
customers in better manner. They also maintain safety in the organisation as well as follows all
the safety measure in order to makes their guest feel safe while working in the organisation in
better manner.
The theories and method employed in crisis management within Hilton at the time of Covid 19?
As per the view of Marker (2020), a crisis management model is describe as the
conceptual framework for all the aspects related to preventing, preparing for, coping with as well
as recovering from a crisis. By viewing the events with the help of model, the managers of crisis
management gain context as well as can effectively apply best practices. Many models related to

crisis management has been developed that are the part of a larger efforts in order to help
company to build capacity as well as skills for anticipating, avoiding and mitigating crisis. Fink's
crisis model is one of the most effective crisis model that divide the crisis in four stages that are
prodromal, acute stage, chronic stage and resolution stage. By applying this model Hilton Hotel
effectively handle the situation of Covid-19 crisis and operate their business in better manner.
In the opinion of Iqbal, Bundy and Pfarrer, (2021), crisis management models is
describes as new methods, metrics as well as types of communication which has been established
in order to prevent organisation from the saThe concept of Crisis management within UK
hospitality industry during Covid 19
According to the view of Olaniran and Scholl (2020), tragedy and accidents are those
events which can not be predicted before. It affects many industries as well as ruin business
operations of many organisation. In such type of crisis, management of the company need to
manage them in significant manner in order to operate their business smoothly. Crisis
management describes as crucial method that help company in order handle these accidents and
mishaps in better manner. It can also be considered as response which are taken by the
organisation in order to ensure that the damage is minimal. Companies can predict the many
failure points of their systems in order to become prepared themselves for them. COVID-19 is
refers to a one of the disruptive events that affects the whole world in many ways. Hospitality
industry is considered one of the most affected industry due to COVID-19 which create many
problems to them in order to operate their business in better manner.
As per the view of Hopp and Hoover (2019), crisis management is describes an activity
that help company in order to deal with crisis in a way that minimise damages as well as enables
the affected business to recover in quick manner. There are many types of crisis that an
organisation faced or may faced while operating their business. It involves natural disasters,
confrontational crisis, technological crisis, organisational misdeeds, rumours as well as
workplace violence. These are not only types of crisis that an organisation faced, there are some
also some events which cannot be predicted before. This makes important for every organisation
in hospitality industry in order to being prepared for handling them in order to operate their
business in better manner. COVID-19 is an also effected crisis that affects the hospitality
industry in order to provide better service to their customers.

The importance of Crisis management in Hilton in the time of Covid 19
In the opinion of Bartsch and Huber (2020), crisis management is important for every
organisation as it helps in saving their business in tough times as well as safeguards their
employees position and customers in better manner. It assist company to build greater trust for its
customers in order to handle crisis situation in the organisation in better manner. The primary
objectives of crisis management is to help in preventing the reputation of an organisation from
the damage, restore stability and calm, return their business to their normal and smooth
operations as well as ensure safety of their people. Crisis management is important for the Hilton
Hotel in order to handle Covid-19 situation properly. This makes organisation to identify all the
important strategies that help them to provide better service to their customers while maintaining
their safety. This will Hotel in order to get prevent their reputation from the damage as well as
develop effective relationship with their customers.
As per the view of Kinateder, Campbell and Choudhury (2021), crisis management plays
an important role in order to handle unexpected situation as well as sudden changes in their
business in better manner. It involves certain activities and processes that help managers and
employees of Hilton Hotel in order to analyse and understand the events that may affects the
whole business and their different operations. Crisis management was also played an important
role in handling the Covid-19 situation in the Hilton Hotel in order to operate their business in
better manner. It helps their managers in order to devise strategies that helps in coming out from
this conditions as well as also decide for the future course of action properly. The employees of
Hotel will also help in understanding and analysing the situation that help company in order to
operate their business properly and cooperate with the management and hotel in order to provide
better service to their potential customers in better manner. They also maintain safety in the
organisation as well as follows all the safety measure in order to makes their guest feel safe
while working in the organisation in better manner.
The theories and method employed in crisis management within Hilton at the time of Covid 19?
As per the view of Marker (2020), a crisis management model is describe as the
conceptual framework for all the aspects related to preventing, preparing for, coping with as well
as recovering from a crisis. By viewing the events with the help of model, the managers of crisis
management gain context as well as can effectively apply best practices. Many models related to
crisis management has been developed that are the part of a larger efforts in order to help