Research on New Technologies in Hospitality Crisis Management

This research project analyzes the role of integrating new technologies into crisis management within the hospitality industry, focusing on Cromlix hotel in Scotland. It identifies technologies adopted during the COVID-19 pandemic, such as Artificial Intelligence, Blockchain, and robotics, and assesses their benefits in enhancing efficiency, productivity, and safety. The study also investigates challenges like information security and compliance requirements. Using a deductive research approach with primary and secondary data, the report presents findings on the adoption, benefits, and challenges of these technologies. Ultimately, the research offers recommendations for better strategies to overcome challenges, providing insights for the hospitality sector to improve crisis management through technological integration. Desklib offers a wealth of similar resources for students.

Research Project

ACKNOWLEDGEMENT
I am feeling grateful and like thank my teachers and family who showed their devotion as
well as hard work on me for conducting this research. Because I was provided proper guidance
and support related to the research project. I was also able to conduct relevant study and got
chance to learn new information. My mentor friends and family give their proper support to
conduct the research. Without it, I would not complete this research properly. The also helped in
collecting the data, identifying the issues, creating the purpose related to the research topic.
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ABSTRACT/EXECUTIVE SUMMARY
The following research is based on analysing the he role of integrating new technologies
into crisis management within hospitality industry. The selected organisation for the research is
Cromlix which is one of luxurious hotel located in Scotland. The following research identifies
the different types of new technologies are adopted by the hospitality sectors in order to deal
with the Covid-19 pandemic crisis. It further describes what are benefits gain by the hotel by
adopting these technologies. It also describes challenges that the hotel faces from the implication
of technologies in their business.
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Contents
ACKNOWLEDGEMENT...............................................................................................................1
ABSTRACT/EXECUTIVE SUMMARY.......................................................................................2
Contents...........................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Research Aim and Rationale.................................................................................................4
1.2 Research Questions................................................................................................................5
1.3 Research Objectives...............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction of Literature review...........................................................................................6
2.2 Main Body.............................................................................................................................6
2.3 Conclusion of the literature review........................................................................................8
CHAPTER 3: METHODOLOGY...................................................................................................9
3.1 Research approach.................................................................................................................9
3.2 Research Methods..................................................................................................................9
3.3 Research Methodology..........................................................................................................9
3.4 Research Instruments/Tools.................................................................................................10
3.5 Sampling..............................................................................................................................10
3.6 Ethical Implications.............................................................................................................10
CHAPTER 4: FINDINGS (DATA ANALYSIS AND PRESENTATION).................................11
Frequency distribution table......................................................................................................11
Data presentation.......................................................................................................................13
CHAPTER 5: DISCUSSION (DATA INTERPRETATION).......................................................20
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................25
Questionnaire.............................................................................................................................25
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CHAPTER 1: INTRODUCTION
Crisis management is considered as methods which are used by the organisation in order
to deal with the situation of crisis and business issues. These are the practices which are used by
the business so that to deal with sudden emergency situation. Crisis management is the
application of different strategies which helps the organisation to deal with sudden negative
event occurring in the organisation so that business functions can be executed in uninterrupted
manner (Ivanov and et. al., 2022). In the current time digital technologies are considered as a
major crisis management practice which helps the business to deal with negative situations. So
the current research is going to examine different methods used by hospitality industry so that to
deal with situation of crisis. The report is also going to investigate the challenges which could be
faced by the organisation while adopting new technologies in their organisation. Digital
technologies play significant role in managing the business functions in such manner that
business functions in successful manner in which business objectives can also be aligned
(Thirumaran and et. al., 2021). Using digital technologies in the business satisfaction level of
customers can be increased which is one of the greatest advantage of digital technologies.
1.1 Research Aim and Rationale
Research aim
To investigate the role of integrating new technologies into crisis management within
hospitality industry. A study on Cromlix.
Research rationale
The major rationale behind the current research is to develop basic understanding on the
topic of crisis management and usage of different digital technologies in terms of a practice of
crisis management. With the help of such digital technologies in the organisation situation of
crisis can be managed and at the same time business edge can be acquired. Besides this, the
research is going to fulfil dual perspective within researcher (Lai and Wong, 2020). The
perspectives are related with personal and professional. For personal perspective the current
research is helpful for improving different skills within researcher such as communication skills,
analytical skills, research skills and others so that the same could be used by the researcher in
managing their career. On the other hand, in terms of professional perspective the current
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research would provide the edge to the researcher in terms of executing future researches in more
refined manner.
1.2 Research Questions
 What are the new technologies adopted by hospitality sector during Covid 19
pandemic crises?
 What are the benefits of using the new technologies by Cromlix while managing the
crises of covid 19 pandemic?
 What are the challenges of new technologies within Cromlix?
 What are the recommendations for better strategies to overcome the challenges at the
time of Covid 19 pandemic to Cromlix?
1.3 Research Objectives
 To identify the new technologies adopted by hospitality sector during Covid 19
pandemic crises
 To assess the benefits of using the new technologies by Cromlix while managing the
crises of covid 19 pandemic
 To investigate the challenges of new technologies within Cromlix
 To be able to recommend better strategies to overcome the challenges at the time of
Covid 19 pandemic to Cromlix
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of Literature review
A literature review helps in establishing familiarity and understanding with current research
related to a specific field before conducting a new research.
2.2 Main Body
The new technologies adopted by hospitality sector during Covid-19 pandemic crisis
According to the view of Haryono and Wijaya (2022), the technologies are rapidly
developing for the purpose of making lifestyle of people easy. Covid-19 pandemic affects the
many industries and economies of different countries. At this time, many technologies are
developed with the motive of helping of many companies to deal with the Covid-19 situation.
The technologies which has been adopted by the hospitality sector at the time of Covid-19 are
Artificial intelligence, Blockchain, open source technologies and telehealth technologies. These
technologies helps in providing the best service to the customers as well as maintain safety and
precaution within hotels in proper manner. Maintaining safety at the time of Covid-19 pandemic
is crucial for the hotels in order to attract large number of customers for their business. By the
adopting of these types of technologies hotels can effectively maintain security in their place and
help in stopping the spread of corona virus in the country.
As per the view point of Abed (2021), Covid-19 is one of the dangerous pandemic
because many of people lost their lives in this situation. Most of the people are also feared in
order to go out from their house. In this situation, hotels faces many problems to operate their
business smoothly. At this time many technologies has been developed and it was adopted by
hotels to provides better and service to their customers. The technologies used by them are
drones, robots, synthetic biology, nanotechnology and many more. These technologies are useful
in making social distancing with the customers and make them secure from spread of virus in
their hotels. The technologies like drones and robots are one of the latest technology which helps
in serving the customers so they get protected from touch of any other human beings.
The benefits of using new technologies by Cromlix while managing the crisis of Covid-19
pandemic
In the opinion of Haryono and Wijaya (2022), there are many benefits which has been
gained by the hotels by the use of new technologies and managing the crisis of Covid-19
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pandemic in better manner. Technology helps in increasing the efficiency and productivity of the
business that help company to provide the effective service to their customer at the time of
COVID-19. These technologies create innovation in their workplace which helps in increasing
the customer base as well as making them satisfied. The important benefits of use these
technologies at the time of COVID-19 are to maintain safety in their workplace for their
employees and customers. These technologies are also helpful in making their employees
protected from the spread of virus. This will helps in motivating them to work effectively in the
organisation at the time of pandemic and achieve the organisational goals and objectives in better
manner.
As per the perspective of Atasoy, Türkay and Şengül (2022), at the time of Covid-19
many companies uses new technologies to make their operations smoother and effective and
attract more and more customers. These technologies are helpful for the hotels to deal with the
COVID-19 situation as well as maintain safety and security of their people in better manner.
These technologies provide many other benefits to them that help company to deal with the
situation in better manner. It involves easier, faster as well as more effective communication,
better and more efficient manufacturing techniques, less wastage, more effective marking and
promotions and new sales avenues. It will also help in increasing the market growth of their
business as well as gain competitive advantages.
The challenges of new technologies within Cromlix
As per the view of Bedale (2022), there are many challenges associated with the
implementation of new technologies in the business. One of the challenges that the hotels face
while implementing technologies is information security. The protection of sensitive intellectual
property data, customer information and financial documents are crucial for the businesses in
order to keep their business healthy as well as competitive. Use of technology may create
problem for them to protect their important data. The other challenge that the hotel faces due to
the implementation of technologies in their business is fulfilling the compliance requirements.
Every hotel is required to deal with compliances in order to operate their business in smooth
manner. Internet of Things is one of the new technologies which are used in business but it also
creates problems also. It create potential gap in their cyber security which also affects their
business operations also.
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According to the view of Wiederhold and Riva (2019), new technologies that are used in
business are helpful as well as provide many benefits to them. On the other hand these create
challenges for the company and also develop many difficulties in smooth operations of their
business. Introduction of the new automation tools into the business workflows creates many
complications in their work place. Because most of the employees are found difficulty in order to
adjust themselves with new automation tools and performs their work in better manner. Artificial
intelligence and machine learning are one of the most effective technologies at today's time but it
also creates challenges for the company. It makes to find the right AI and machine learning
algorithm for their business processes.
2.3 Conclusion of the literature review
From the above mentioned literature review, it has been concluded new and emerging
technologies helps hotel industry to deal with Covid-19 pandemic crisis more effectively. There
are many types of used by hotels for dealing with COVID-19 pandemic in effective manner
which includes Artificial intelligence, Blockchain, robots and many more. These technologies
provide many benefits to the hotels in order to operate their business in better manner. The hotels
also face many challenges while implementing new technologies in their business in order to
deal with the Covid-19 pandemic in better manner.
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CHAPTER 3: METHODOLOGY
3.1 Research approach
Research approach is described as a procedure and plan which have some steps of broad
assumption for detailing the methods of data collection, analysis and interpretation. There are
two types of research approach in methodology which includes inductive and deductive Nardi,
2018). The researcher selects deductive research approach that helps in collecting, analysing and
evaluating the numerical data related to research topic in better manner. This research approach
allows researcher in order to use logic for justifying the work related decisions while conducting
the research. It creates possibility in order to explain casual relationship between the concepts
and variables in better manner.
3.2 Research Methods
Research methods describe the specific procedures in order to collect and analyse the
data. There are two types of research methods in research methodology which includes primary
and secondary data collection methods. In the following research, researcher selects both the data
collection methods. Primary data collection methods helps researcher in order to collect data
directly from the respondents through survey (McNabb, 2020). It provides up to date information
related to research topic. On the other hand, secondary data collection method helps researcher to
collect important data from various sources such as books, journals, scholarly articles and many
more. This method is not expensive which make easy for the researcher to collect the
information.
3.3 Research Methodology
Research methodology is described as specific techniques which are used to identify
select, process as well as analyse the information related to the particular topic. There are two
main types of research methodology that are qualitative research methodology and quantitative
research methodology (Sheard, 2018). The researcher selects quantitative research methodology
for the following research as it helps in collecting, analysing and evaluating numerical data
related to the research topic. This research methodology provides reliable and repeatable
information. It helps researcher to conduct much broader research by involving many people. It
also helps in collecting the information in quick manner and achieves aim and objectives of the
research effectively.
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3.4 Research Instruments/Tools
Research instruments are described as a tool which used to collect measure as well as
analyse the data related to the topic. There are many types of research instruments in
methodology such as questionnaires, surveys, scales and so on. In the following research,
researchers selects questionnaire in order to collect information from the respondents (Bergin,
2018). With the help of this researcher can save their money because it contain less cost in
comparison to other methods. It also helps in researching the people in quick manner in order to
conduct the research more effectively. Ir provides flexibility to the respondents over when and
where to complete their questionnaire.
3.5 Sampling
Sampling is described as process which is used in statistical analysis that helps in taking
the predetermined number of information from the whole population. There are two types of
sampling in methodology that are probability and non-probability. The researcher selects
probability sampling for selecting respondents randomly from the whole population. The
researcher selects 50 respondents through probability sampling (Lo, Rey-Martí and Botella-
Carrubi, 2020). This sampling does not create any systematic error as well as sampling bias in
the following research. This sampling provides higher level of reliability related to the research
findings. This sampling is cost effectiveness that helps researcher to conduct the researcher in
low cost.
3.6 Ethical Implications
Ethical consideration with in research is some principles that are important to follow
while conducting the research in any topic. The ethical consideration helps in protecting the
rights of research participants, enhance the research validity as well as maintain scientific
integrity. The ethics which have been followed in the following research are honesty, objectivity,
integrity, carefulness, openness, confidentiality (Yu, 2020). The research ethics are necessary is
every time as it helps in preventing the participants from the excessive or permanent harm
whether they are inadvertent or not.
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CHAPTER 4: FINDINGS (DATA ANALYSIS AND PRESENTATION)
Frequency distribution table
Q.1. As per your analysis, do you think that the outbreak of COVID-19
has developed unpredicted challenges for hospitality industry of UK?
Frequency
a) Yes 30
b) No 10
c) Can't say 10
Q.2. Do you think that adoption of digital technologies has made business
functions of hospitality easier?
Frequency
a) Yes 30
b) No 10
c) Can't say 10
Q.3. What are the new technologies used by Cromlix during managing
crisis of global pandemic of COVID-19?
Frequency
a) Big database management 5
b) Live promotion using live streaming platforms 9
c) Robotic systems 8
d) Order tracking system 7
e) Social media channels 6
f) Smart energy Management 8
g) Online reputation Management Technology 7
Q.4. What is the benefit of using new technologies for Cromlix in terms of
managing crisis situation of COVID-19?
Frequency
a) Helped in managing customers 9
b) Helped in dealing with customer's needs 8
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