A Case Study: Evaluating Covid-19 Impact on Langham Hotel London Sales

This report investigates the impact of the Covid-19 pandemic on Langham Hotel London's sales and performance. It begins by outlining the background of the project, research rationale, aims, and objectives, including identifying the concepts of the pandemic and its effects on the hotel's sales and performance. The literature review explores existing research on the topic, focusing on the pandemic's influence on organizational performance and potential strategies for improvement, such as digital marketing and enhanced safety measures. The intended methodology incorporates a positivism research philosophy, a deductive research approach, and a case study strategy, utilizing secondary data collection and qualitative data analysis. The report concludes by emphasizing the challenges faced by the hospitality industry during the pandemic and the importance of effective strategies for business recovery and enhanced performance.

Research Methods

Table of Contents
Table of Contents.............................................................................................................................2
Introduction/Background to the Project...........................................................................................1
Research Rationale with justification(s)..........................................................................................1
Project Aims and Objectives...........................................................................................................1
Literature Search and Preliminary Literature Review.....................................................................2
REFERENCE..................................................................................................................................7

PART 2(REPORT)
Introduction/Background to the Project
The environment is changing day by day where number of businesses is established for the
purpose of providing products and services to their customers in order to make higher profits.
The aim of each organization is to satisfy their customers by offering range of products and
services which can help to develop organizational productivity. Covid-19 termed to coronavirus
disease that is infectious disease caused by SARS-CoV-2 virus. It has seen that most of the
people infected with the virus that will experience mild fever, cough and other diseases where
number of death cases increased (Jones, and Comfort, 2020). The report is based on Langham
Hotel London that is large size hotel in London, England offering different types of products and
services to their customers who can help to influence number of people and increase
profitability.The current report will help to develop their understanding and knowledge about
pandemic and its impact on organizational performance. The report covers aims and objectives,
rationale with justification, literature review and methodology.
Research Rationale with justification(s)
The main reason of conducting research is to analysis about environment and comes to
know how Covid-19 has affected the business negatively. The current research is about
pandemic that have been occurred in whole world and created challenges for all types of
businesses. This study will help researcher to improve their knowledge in to professional and
personal aspects. In personal aspects knowledge about pandemic and states how to grow a
business in changing environment. In relation to professional, some skills such as marketing,
analytical, and communication skills that could help to manage all functions and activities (Tong,
Xie, and Xiao, 2021).
Project Aims and Objectives
Aims : ‘To identify the impact of Covid-19 on organizational sales and performance. A case
study of , Langham Hotel London.
Objectives:
 To identify the concepts of pandemic (Covid-19).
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 To determine how pandemic affected the sales and performance of Langham Hotel
London.
 To explain different ways that could be used by , Langham Hotel London to develop
performance.
Research questions
 What is the concepts of pandemic (Covid-19).
 How pandemic affected the sales and performance of Langham Hotel London?
 What are the different ways that could be used by Langham Hotel London to develop
performance?
Literature Search and Preliminary Literature Review
A literature review is the overview of published works on a particular topic. This is
important for researcher to identify the market by conducting research that can help to make
right decisions. In relation to current research, literature review is explained below:
To identify the concepts of pandemic (Covid-19).
As per view point of Clark, Mauck, and Pruitt, (2021), Covid-19 was the new strain of
corona virus that has not been identified in humans. This was a serious disease caused by human
being in Wuhan city through spreading virus which has been affected the health and created
problems for all people globally. This is important for each organization to identify the
environment and comes to know what problems are facing by individual in environment that
affected their lives. The pandemic is the major issues for global world where number of
businesses and activities were stopped that affected the productivity as well as profitability. The
number of people has been affected to this virus and created problems to operate their business.
To determine how pandemic affected the sales and performance of Langham Hotel London.
As per opinion of Afanasiev, and Afanasieva (2021), Pandemic was the serious issues
for whole world where death cases were increased and affected the productivity. The pandemic
which occurred in December 2019, has affected the sales and performance of organization
negatively as government declared the lockdown and functions and activities of organization
being stopped. This became most important for each organization to have effective strategies and
planning that could be used to overcome the issues and maintain higher performance. In relation
to Langham Hotel London, sales and performance is going to reduced due to pandemic which
has been created issues to operate regularly. It has seen that government has declared the
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lockdown where number of businesses being stopped or closed for fixed period of time. The
number of guests from other countries who comes to London to visit and book the hotels has
been reduced due to government legislations. This directly affected the organizational
productivity and profitability in changing environment and created problems to operate their
business. The transportation activities of company have also been reduced thus, sales and
performance of selected company effected badly due to pandemic.
To explain different ways that could be used by, Langham Hotel London to develop
performance.
As per opinion of Joshi, and Bhaskar, (2020), Business environment is changing fast
day by day where it became important for companies to identify the market and bring new
technology that can help to reduce the negative impacts. In relation to Langham Hotel London,
there are different ways that could be used by management to develop their performance such as
to use digital marketing activities that could help to influence number of people and encouraged
to make buying decision. The management should establish sanitisation station at public places
of Hotel as it will help to clean and safe to their guests. The organization should provide online
booking and better quality of food to their customers which could help to develop the
organizational productivity and profitability. By using social media and digital marketing
Langham Hotel can offer new tour packages to their potential guests that helps to increase
number of customers and supports to develop organizational sales as well as performance.
Intended Methodology
Research methodology is the study of research methods in quantitative research that
involves descriptive statistics and inferential statistics. This simply refers to activity which is
used by researcher to develop their understanding and knowledge about particular topic and
explain the ways which can be used to solve problems. The methodology in relation to current
research is explained below:
Research Philosophy – This refers to set of beliefs and principles that are used to
investigate and take the right action. This also states underlying definition of the nature of
knowledge. The right philosophy helps researcher to complete their study by managing all
functions and activities. This involves interpretivism and positivism philosophy which are used
for different purpose and supports to develop performance. From the discussion it has been
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justified that positivism approach is being used by researcher that will help to collect data
effectively.
Research approach: The term "research strategy" refers to a comprehensive process that
includes both inductive and deductive investigation. These methods aid investigators in
evaluating the material gathered on a specific topic or subject. The inductive and deductive
approaches will be used in this research investigation. They both aid in the more effective
evaluation of both qualitative and quantitative data. The inductive method primarily aids in the
development of valid conclusions, which allows the researcher to generate new theories.
Deductive technique is also chosen as an approach since it analyses numerical data in general
and does not take a long time. It usually starts with theory and progresses through investigation.
Research strategy: A researcher's research plan describes how they do their research.
Experiment, action research, survey, literature review, and a variety of other methodologies are
all included in the strategy. It focuses on how research could be carried out based on the study's
objectives. Although all of the procedures are effective, the literature review and survey will be
chosen as the research strategy for this project (Garrido-Moreno, Garcia-Morales and Martin-
Rojas, 2021).
A choice of method – This method is suggesting various aspects which are used by
researcher to develop their understanding and knowledge. This states a research should opt right
method of choice as it helps to develop understanding and managing knowledge in particular
field. This involves mono method, mixed method, and multi method to collect information and
managing data properly. In relation to current research, mono method used by researcher as
qualitative technique is used by researcher to gather knowledge about topic.
Time Horizon: The time horizon is concerned with the amount of time required to
complete a specific job. Cross sectional and longitudinal time horizons are the two most common
forms of time horizons. For this study, a cross sectional time horizon was chosen because it is
commonly employed for investigating a specific occurrence at a certain period. For researchers,
time is crucial since it allows them to complete each activity more quickly.
Data Collection: This refers to techniques and procedure used by researcher to collect
data on the basis of topic and supports to develop understanding effectively. This also states
ways and purpose of conducting research and attaining right outcomes. There are two method of
data collection primary and secondary. In relation to research, secondary method of data
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collection used by researcher will help to provide in-depth information and attaining higher
productivity. This will also help to provide accurate and valid information.
Data analysis: This refers to procedure which is used by researcher to evaluate
information and managing data properly. This helps to take analytical thing and complete
esearch. In relation to current research qualitative technique is used by researcher that will helps
to manage all activities and performance.
Limitations of the methodology: The research approach has some drawbacks, such as
data that may become old and a lack of time when it comes to selecting an efficient
methodology. The process of achieving objectives by completing several tasks takes a longer
time. This is one of the greatest setbacks since it makes achieving goals difficult (Shin, Sharma,
Nicolau, and Kang, 2021).
Ethical consideration – This can be termed to set of principles that guides to research
design and practices. Before providing data to the investigator, it must be de-identified. The data
evaluation results must not allow participants to be re-identified. The current study additionally
focused on obtaining ethical approval from the chosen organisation in order to acquire data from
their human resources. This method will help researcher to keep information systematically and
accurate data.
Sampling – This can be defined as activity and source of collecting data by observing
people that can help to develop organizational performance. This mainly used to collect data
from large group of population. This also helps to increase efficiency of the research and
managing the data properly. In relation to current research, sample size is 30 that is collection
from larger population that will help to develop productivity.
Resources Required and Action Plan – Resources are the main assets of any
organization and activity which is used by individual to complete their study. This is important
for research to focus on different resources that uses to manage data and information
appropriately. In relation to current research, resources are capital, timeline, carrying cost and
others that can help to develop organizational performance.
CONCLUSION
From the report it can be concluded that covid-19 was the major pandemic which
occurred in whole world and affected the lives of human being. This has been created challenges
for hospitality industry as less number of customers and lower productivity that directly affected
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their business and profitability. To develop the organizational performance and managing
activities there is need to have effective plans and strategies which are used by management to
bring changes and attaining higher productivity. The method to research are positivism
philosophy, deductive approach, and case study, and different types of resources are required to
complete their study and accomplish business goals. This is important for researcher to analysis
the functions and bring new technology and plans to operate their business and maintain higher
productivity. The deductive approach develops the hypothesis or hypotheses upon a pre-existing
theory and then formulates the research approach to test it.
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REFERENCE
Books and Journal
Jones, P. and Comfort, D., 2020. A commentary on the COVID‐19 crisis, sustainability and the
service industries. Journal of Public Affairs, 20(4), p.e2164.
Tong, Z., Xie, Y. and Xiao, H., 2021. Effect of CSR contribution timing during COVID-19
pandemic on consumers’ prepayment purchase intentions: Evidence from hospitality
industry in China. International Journal of Hospitality Management, 97, p.102997.
Clark, J., Mauck, N. and Pruitt, S. W., 2021. The financial impact of COVID-19: Evidence from
an event study of global hospitality firms. Research in International Business and
Finance, 58, p.101452.
Garrido-Moreno, A., Garcia-Morales, V. J. and Martin-Rojas, R., 2021. Going beyond the curve:
Strategic measures to recover hotel activity in times of COVID-19. International Journal
of Hospitality Management, 96, p.102928.
Shin, H., Sharma, A., Nicolau, J. L. and Kang, J., 2021. The impact of hotel CSR for strategic
philanthropy on booking behavior and hotel performance during the COVID-19
pandemic. Tourism Management, 85, p.104322.
Joshi, A. and Bhaskar, P., 2020. COVID-19: Impact of lockdown on tourism & hospitality
industry. Business Excellence and Management, 10(5), pp.147-154.
Afanasiev, O. E. and Afanasieva, A. V., 2021. Tourism industry in Russia and global COVID-19
pandemic: threats, counteractions, trends. Anais Brasileiros de Estudos Turísticos-ABET.
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