Research: Marriott's Response to COVID-19 in the UK Hospitality Sector

This report analyzes Marriott's strategic responses to the COVID-19 pandemic within the UK hospitality sector. It examines the impact of COVID-19 on Marriott's business operations, identifies the strategies implemented by the company to cope with the crisis, and evaluates the challenges faced during this period. The research employs a qualitative methodology, utilizing an inductive approach and interpretativism philosophy. Data collection involves primary and secondary sources, with a focus on thematic analysis of gathered information. Ethical considerations are addressed to ensure integrity and informed consent. The study concludes by suggesting strategies that Marriott could use to enhance its performance and productivity, even in the face of ongoing challenges posed by COVID-19, while also acknowledging limitations such as time constraints and the limited availability of prior research on the pandemic's impact.

RESEARCH PROJECT I & II
(RQF L5)
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TABLE OF CONTENTS
Research proposal............................................................................................................................3
BACKGROUND.............................................................................................................................3
AIM AND OBJECTIVE..................................................................................................................3
Aim..............................................................................................................................................3
Objective......................................................................................................................................3
Research question........................................................................................................................3
Rationale......................................................................................................................................4
Literature review..........................................................................................................................4
RESEARCH METHODOLOGY....................................................................................................5
Research type...............................................................................................................................5
Research approach.......................................................................................................................5
Research philosophies.................................................................................................................5
Data collection.............................................................................................................................7
Sampling......................................................................................................................................7
Data analysis................................................................................................................................7
Ethical consideration...................................................................................................................7
Research limitation......................................................................................................................7
REFERENCES................................................................................................................................8
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RESEARCH PROPOSAL
Topic – To analyse responses to situation of covid-19 by organisation that are operating in
hospitality sector of United Kingdom. A study on Marriott.
BACKGROUND
Covid -19 is an uncertain pandemic situation that has resulted in threat to life of all
individuals that are living in different parts of the world. It has make people suffer from problem
of cold and cuff, headache, body pain and many more. Covid-19 has majorly impacted on the
hospitality sector as less number of people are interested to travel from one place to another with
fast spread of corona. Along with that, government of many countries have also put restriction on
movement of people, trade of products and services between the countries in order to cope up
with covid-19 (Baum and Hai, 2020). This has resulted in decreasing overall sales of company
that are working in travel and tourism sector. Marriott international is an American company
have initially founded on 5 March 1927, 94 years ago. Currently, the firm have its operation
around 8484 location with 121000 employees that are working for benefits of organisation. This
study is related to analysis of the way or strategies that are used by firm such as Marriott in
Covid1-9 situation for gaining competitive advantages.
AIM AND OBJECTIVE
Aim
 To analyse the strategies used by Marriott to cope up with situation of covid-19 in order
to grow and sustain in hospitality sector of United Kingdom.
Objective
 To analysis the way covid-91 has impacted on operation of business.
 To identify strategies used by company with context of covid-19.
 To evaluate challenges that has been face by Marriot during covid-19.
 To suggest strategies that could be used by firm to enhance its performance and
productivity, even in case of covid.
Research question
 How covid-91 has impacted on operation of business?
 What are the strategies used by company with context of covid-19?
 What are the challenges that have been face by Marriot during covid-19?
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 What are suggestion that could be used by firm to enhance its performance and
productivity, even in case of covid?
Rationale
The topic of analyse the response of company to covid-19 is important to study as it
most recently happened incident that has affected many of the organisation working in tourism
and hospitality sector of United Kingdom. Along with that covid-19 has decreased turnover,
sales and profit margin of company so it is a huge are of concern for the whole economy.
Furthermore, till yet no much study has been completed on the covid-19 so pursing the same will
contribute in extracting useful and something new information that can be beneficial for others.
This study will be helpful for management of company, investors, employees that are working in
company of hospitality and tourism sector (Dube, Nhamo and Chikodzi, 2021). So, the study will
helps in identifying what all strategies that has been used by Marriott to cope with covid-19 and
survive in market for many years.
Literature review
From the point of view of Shetty, (2021), covid-19 is an uncertain pandemic situation
results in creating health problem for people living in the society. With spread of corovirus,
people have started maintaining social distancing from each other, having a mask, healthy diet
and regular exercise for health and well being. This diseases has raise concerned among the
people about their health thus are motivated to have only fresh, healthy and organic food
products in their diet. Moreover author illustrate that the covid-19 has negative impact on many
organisation as some profit have decreased while other has to bear huge loss or even closed
because of strict lockdown implemented by the government. Therefore, it result challenges for
company to attract more and more customers in order to earn high profit margin and market
share.
According to Wahab, (2021), the company after knowing the impact of covid-29 on the
organisation growth and development they have started framing more effective strategies. Such
as use of digital technology, social media platform and other method to generate awareness about
the company and its products and services in mind and hearts of the customers. Company
working in Hospitality sector has started maintaining hygiene’s, cleanness and offer fresh food to
its guest so that no harm can be caused to their respective health. Along with that, firm have
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sanitize the room from time to time, inform guest to wear mask, maintained social distancing and
be more concerned about their respective health. Therefore, all these helps company in
motivating tourist that company is taking care of their health and well being so that they can
comeand enjoy their vacation or holiday.
RESEARCH METHODOLOGY
Research type
Qualitative and quantitative are different research type that can be used by the scholar to
complete the study and have sufficient information related to the same. From both of them, the
researcher will make use of qualitative method as it contributes in making in depth study related
to the topic.
Research approach
There are generally two approaches such as inductive and deductive, in inductive it is
moving from specific observation to broader generalisation and theories. Such as observation,
pattern, Tentative hypothesis and formulate of theory. While, deductive is moving from more
general to specific i.,e testing existing theory, hypothesis, observation and confirmation (Shaikh,
and et.al., 2021). In the study scholar will make use of inductive approach as it is best suitable
for qualitative study.
Research philosophies
Research philosophies can be defined as belief or view that researcher keeps in mind
while pursing the study. Interpretativism and positivism are two common research philosophies
that could be used by the researcher while collecting, analysing data. The study will make use of
interpretativism philosophy because in this research perform the specific role in order to
understand and interpretate necessary information.
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Figure 1: Onion research methodology
(Source: Analysis of Saunders Research Onion, 2019)
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Data collection
It specifies the manner in which the data will be accumulated from different sources to
make study useful for others or all. Such as, primary and secondary will be the two sources that
will be utilised by the scholar to gathered information related to response of company toward
covid-19 situation.
Sampling
Sampling is selecting few respondents from group of population in order to know their
point of view and identify the result. Likewise, 30 respondent or employees of Marriott hotel will
be considered in order to conduct the interview.
Data analysis
It explain about the manner in which data will be analysed and presented to interested
individuals. Thematic and SPSS are two tool or techniques that can be used by the researcher but
for the current study it has planned to make use of thematic method, As in thematic analysis,
theme, graph, chart and other are being used to represent the information (Jones and Comfort,
2020).
Ethical consideration
Ethic will be considered by the researcher while completing its study to avoid any type of
issue in future scenario. Such as it will surely take informed consent from participates so that
they are informed from which their point has been taken, purpose of study, its significance and
many more. Along with that, equality and integrity will also be maintained while pursing the
study for fruitful results.
Research limitation
The biggest limitation related to the study is limited time and money available to
complete study on topic of” analysis of response of organisation to situation of covid-19 and the
manner in which it was successful. Presence of Limited study is another limitation that will be
present in the study as covid-19 is current issue so no much study is present till now.
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REFERENCES
Books and Journals
Baum, T. and Hai, N .T. T., 2020. Hospitality, tourism, human rights and the impact of COVID-
19. International Journal of Contemporary Hospitality Management.
Dube, K., Nhamo, G. and Chikodzi, D., 2021. COVID-19 cripples global restaurant and
hospitality industry. Current Issues in Tourism, 24(11). pp.1487-1490.
Shetty, P., 2021. the impact of covid-19 in the Indian tourism and hospitality industry: brief
report.
Wahab, K., 2021. Impact of COVID–19 on the hospitality industry: Climbing towards
recovery. International European Extended Enablement in Science, Engineering &
Management (IEEESEM).
Shaikh, S and et.al., 2021. Impact of COVID-19 on GDP: A serial mediation effect on
international tourism and hospitality industry. International Journal of Management
(IJM), 12(4). pp.422-430.
Jones, P. and Comfort, D., 2020. The COVID-19 crisis and sustainability in the hospitality
industry. International journal of contemporary hospitality management.
Online
Analysis of Saunders Research Onion, 2019, [Online]. Available Through: <
https://thesismind.com/analysis-of-saunders-research-onion/>.
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