Digital Tech in Crisis: A Case Study of Landmark Hotel's Management

This research project investigates the integration of new digital technologies into crisis management practices, particularly within the hospitality sector. It emphasizes the importance of crisis management during uncertain times, highlighting the impact of digital technologies on business operations, especially during the COVID-19 crisis. The report analyzes the role of digital technologies in helping the Landmark Hotel overcome challenges posed by the pandemic, including adopting remote working, online payment systems, and other digital services. The methodology employs a positivism research philosophy and a deductive approach, utilizing quantitative data to test hypotheses related to the effectiveness of digital technologies in crisis management. The findings are based on a frequency distribution table and data interpretation, leading to recommendations aimed at enhancing the industry's performance and productivity during and after crises. The study concludes that digital technologies play a crucial role in modern crisis management within the hospitality sector.

Research Project
(Integrating new digital
technologies into crisis
management )

EXECUTIVE SUMMARY
The main purpose of conducting the current investigation is to carry out the importance
of crisis management practices during uncertain situations and circumstances. This shows the
significance of digital technologies and its impact over continuing business operations. This
study helps to analysis the role of digital technology within the hospitality sector and its
importance to overcome from the crisis of Covid-19 situation. This research focuses on to
provide the overall information about the selected topic. This research covers the role of digital
technology in overcome from the covid-19 crisis. It is also recommending some ways for
overcoming the covid-19 situation which helps in increase the performance and productivity of
the industry.

ACKNOWLEDGEMENT
I want to thank my supervisors and professors to support me to complete this
investigation. It is not easy for me to find the overall information about this investigation alone.
My respected professor helps me to provide the guidance, support and overall knowledge about
the topic. Their guidance and support help me a lot to complete the investigation. They also help
me to frame the research aim, question and objectives which is not that much easy but with the
help of my professors it seems like everything is easy and smooth.
I am also very thankful to my family and friends to provide effective support and
guidance of this project and help me to complete the overall project.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
ACKNOWLEDGEMENT...............................................................................................................3
INTRODUCTION...........................................................................................................................5
Background of the subject...........................................................................................................5
Research aim, objectives and questions......................................................................................5
Rationale of the study.................................................................................................................6
Problem statement of the research..............................................................................................6
LITERATURE REVIEW................................................................................................................7
What is the concept of the crisis management?..........................................................................7
What is the role of digital technologies in hospitality industry?.................................................7
What is the role of Digital techniques in overcoming COVID crisis?........................................8
METHODOLOGY........................................................................................................................10
MAIN BODY AND FINDINGS...................................................................................................12
Frequency Distribution Table...................................................................................................12
Data Interpretation....................................................................................................................14
CONCLUSION..............................................................................................................................22
RECOMMENDATIONS...............................................................................................................23
REFERNCES.................................................................................................................................24
APPENDIX....................................................................................................................................25
Questionnaire............................................................................................................................25

INTRODUCTION
Background of the subject
COVID-19 is the situation that has created disturbance in the whole world. Companies,
governments, people and many more have suffered due to outbreak of global pandemic COVID-
19. Hospitality industry which is mainly dependent over travellers and tourists has suffered the
most (Cao and et. al., 2020). Government of every country has imposed restrictions so that
COVID-19 can be contained. One of the major decisions taken by the government is lock down
and quarantine restriction. People were forced to stay at their home and avoid every social
gathered so that spread of COVID-19 can be controlled (Wodak, 2021). Crisis management is
one of the practices through which hotel predict the future circumstances and modify their
business operations. During COVID-19 also hospitality industry was dependent over one of the
ways of crisis management practices which is adoption of digital technologies (Asadzadeh and
et. al., 2020). The current report focuses over carrying in-depth information about the role of
digital technologies to assist crisis management within hospitality industry. The selected
organisation for the current report is Landmark Hotel. This report will cover information about
how Landmark hotel has adopted digital technologies to deal with COVID-19.
Research aim, objectives and questions
Research Aim
The aim of this research is to study the role of digital technologies in assisting the crisis
management in hospitality industry. A case study on Landmark Hotel.
Research Objectives
 To identify the concept of the crisis management.
 To assess the role of digital technologies in hospitality industry
 To investigate the role of Digital techniques in overcoming COVID crisis
Research Questions
 What is the concept of the crisis management?
 What is the role of digital technologies in hospitality industry?
 What is the role of Digital techniques in overcoming COVID crisis?

Rationale of the study
The main purpose of doing the current investigation is to understand the need of crisis
management practices within hospitality industry. This report carries out how different digital
technologies have helped hospitality industry to make their crisis management practices effective
and efficient. It also covers the several roles played by digital technologies to deal with uncertain
situations like COVID-19 (Ardito, Coccia and Messeni Petruzzelli, 2021). There are two
significant objectives which an investigator will achieve are: personal and professional objective.
In terms of personal perspective, investigator will learn the significance of predicting and
forecasting situations. On the other hand, in respect of professional perspective, researcher will
understand the significance of crisis management for business operations and functions of hotel.
Problem statement of the research
The major problem of the current study is that hotel faces issue in setting right crisis
management practices so that they can easily deal with uncertain situations such as COVID-19.
This consumes the time of managers in setting best crisis management practice (Dobrowolski,
2020).

LITERATURE REVIEW
What is the concept of the crisis management?
According to the point of view of Wodak (2021), Crisis management is the term of
strategic planning that helps to handle the crisis within the industry. It is refers to the pre plan
which helps to manage the future crisis within the industry. Crisis management is playing an
important role in every area because it is helps to find the crisis and provide solution for recover
from the crisis. The concept of crisis management is so necessary for every business and sector
to save from all the risks in future. Crisis management helps to increase the productivity and
performance of the business and increase the growth of the business.
In the opinion to Skomra (2017), crisis management is the process of strategic plan which
helps to deals with sudden and unexpected causes by the nature or environment. Crisis
management in any organization or sector play a vital role because it is the management which is
used by every company or organization to deals with crisis. Crisis management helps to provide
many strategies and plan to deals with crisis and handle the overall situation. Crisis can harm and
affect the overall business process and operation which reduce the productivity of the business.
Crisis management helps to handle the situation of any crisis and helps to motivates to faced the
future crisis.
As per the view of Houben (2021), crisis management is the term of organizational risks or
crisis which provide many strategic solutions to deals with the crisis. It is the pre planning
process which helps to manage and control the future crisis. There are many crisis within the
business or organization so it is an important term to handle the situation quickly. Crisis
management helps to motivates the employees and managers to faced the crisis by improving
their performance and increase their productivity to faced the sudden situation. Crisis
management is helps to balance the future crisis which can be faced by the company or
organization as sudden planning.
What is the role of digital technologies in hospitality industry?
According to the view of Tucker, and Melewar (2005), the role of digital technologies is an
important term which helps to change and innovate the business or organization. Digital
technologies are the term which is used by everyone for smart working and fast working. In
relation to hospitality management, digital technology is important because it is helps to collect

the overall information about the operation and also helps to provide accurate data within the
time. Today’s culture only depends on the technologies where they can complete the task and
assignment with effectiveness and in a time. The term of digital technology is an effective
resource for the hospitality sector to complete the work within a time and also in a effective
manner.
In the opinion to Hudson, and Hudson (2017), digital technology is the term that makes
everything digital including business, function, organization etc. digital technology is a concept
of tools which is the creation and innovation of use of computerized and digital system. It may
be defined as the electronic tools including devices, system and resources which helps to
generate the overall data. In context to hospitality sector, digital technology is most important
term because it is help in smart working and also work fast. Digital technology helps to save the
energy cost of hotels and also collect the overall information of the guest.
As per the point of view Polovin (2018), the role of digital technology within the
hospitality sector helps to offer smart rooms in hotel which helps to attract more guest, it is helps
to provide integrated services which includes electric blind, light switch, automated door etc.
technology is the tool which is used by every sector or organization or an individual which helps
in effective and efficient working and finish the overall work in less time.
What is the role of Digital techniques in overcoming COVID crisis?
According to the view of Westerman, and Bonnet (2015), there are many roles of digital
technologies that helps in overcoming from the Covid-19 crisis. The role of digital technology
provides so many digital services which helps the people to overcome from covid-19 crisis.
Digital technology provides remote working to people which helps the people work from home.
It is provided online payment which helps in net banking and many more. The digital technology
help too much during the covid-19 where people can connect with their friends and family by
mobile and technology.
In the opinion to Boban, and Klarić (2021), The role of digital technology in covid-19
times playing an important role because it is helps to provide many digital services which helps
in overcome from the crisis. It is helps to provide work from home services to the employees
where they can work form their home which is helps in people safety. It is helps to provide many
online services which helps in online payment, online shopping etc.

As per the point of view of Teutenberg (2021), there are many roles of digital technology
which helps to overcome from the crisis of covid-19. Digital technology is the digital term which
helps to provide remote working to employee during the covid-19 crisis which helps in working
from home. It is provided so many technologies which helps in net banking, mobile payment,
social distancing, online shopping, on door services etc.

METHODOLOGY
Research methodology is a process which is very crucial in the investigation. This technique
is used by the investigator in identifying, selecting and analysing the data about the topic in
valuable way. In the research study, the methodology part allows the reader of the study to
critically examine the information so that overall validity and reliability of the investigation can
be measured (Mukherjee, 2019). Methodology in the investigation also helps the investigator to
obtain the solution for their two vital question which are how data will be gathered and how it
would be analysed. There are various stages of the research methodology which helps the
researcher to gather and analyse right information. These stages are discussed with the help of
Saunders research onion framework:
Research philosophy: The foremost stage in the onion framework is research philosophy
which identify the phenomenon about the way through which data will be gathered and analysed.
Positivism, interpretivism and realism are the three research philosophies. In the current
investigation researcher has opted for positivism research philosophy. This is because positivism
philosophy gathers and evaluate objective data which facilitates in knowing the social world in
more accurate manner.
Research approach: It is one of the broad process in the research methodology which
collects the data and then measure that information to test the hypothesis and theories. Deductive
and inductive are the two research approaches for the evaluation of the hypothesises and
theories. According to the present investigation, investigator has selected deductive approach.
The major purpose for this quantitative data is used in testing the hypothesis which is formulated
before the actual investigation is made so that research problem can be addressed (Bairagi and
Munot, 2019).
Research choice: Two research choice are there which are quantitative and qualitative. As
per the existing investigation, quantitative are the research choice for the research study.
Quantitative data is used because it is the process of collecting and analysing numerical
information for the study. Numerical data is in the form of facts, figures, numbers and many
more.
Research strategy: Research strategy is the blueprint about the way through which data for
the research subject is to be accumulated and extracted. Some of the research strategy are survey,
experimental research, action research, case study etc. In the present investigation researcher has

chosen survey research strategy. This is because it helps in gathering volume data from mass
participants. Using this method is quantitative data can be collected easily and with less cost
(Ledford and Gast, 2018).
Time horizon: Time horizon is that layer in the research onion framework which tell about
the investing time in the research. Cross sectional and longitudinal are the two-time horizon and
in that cross sectional time horizon is selected for the present investigation. The reason is that it
helps in completing the investigation in short time period.
Data collection: Data collection is the process of gathering, analysing and measuring the
information for the study. There are two types of data collection method which are primary and
secondary source. Primary is that method which gathers real time data for the study and cross
sectional is the technique which collects second hand data. In primary source data is collected by
researcher themselves and in secondary source some other person collects the data and used by
other person. The source for gathering primary data is questionnaire and for secondary data it is
online site, books, magazine etc., (Lai, 2018).
Data analysis: There are various techniques through which raw data can be inspected and
analysed. Data analysis is the important tool because it helps in obtaining useful information for
the study. Some of the technique through which data can be measured are frequency distribution,
thematic analysis, content analysis and many other. As per the present investigation researcher
has selected frequency distribution method. This is because in this quantitative data can be
evaluated easily as well as the obtained information is represented in tabular and graphical
format (Daniel, Kumar and Omar, 2018).
Sampling: Sampling is the important technique in the primary data collection method
because it is the technique through which respondent for the study is being taken out. Probability
and non-probability are the two sampling method. According to the present investigation
researcher has opted for probability sampling method and in that the kind out method which is
used is sampling random sampling technique. This technique is used because it provides
equivalent chance to the participants to get selected for the study. The sample size is for the
current investigation is 30 employees from Landmark hotel.

MAIN BODY AND FINDINGS
Frequency Distribution Table
Q1) Do you think outbreak of global pandemic COVID-19 had made
hospitality industry of the United Kingdom to face unprecedented
challenges?
Frequency
a) Yes 27
b) No 0
c) May be 3
Q2) Does outbreak of COVID-19 have highlighted the significance of
crisis management?
Frequency
a) Yes 28
b) No 2
Q3) As per your view, why do you think practice of crisis
management is significant for Landmark Hotel?
Frequency
a) To forecast uncertain and risky situations 7
b) To prevent damage to hotel's reputation 5
c) To restore stability and calm 10
d) To return hotel to its normal operations 8
Q4) As per your perspective, which method of crisis management has
helped Landmark Hotel during COVID-19?
Frequency
a) Adoption of digital technologies 8
b) Provision for financial resources 6
c) Making quick decisions and actions 7
d) Providing training and learning sessions 4
e) Making health and safety as a priority 5