Challenges in Hospitality: Ritz Hotel During the Covid-19 Pandemic

This research proposal investigates the challenges faced by the Ritz Hotel within the hospitality industry during the Covid-19 pandemic. The study employs a quantitative research approach, utilizing both primary and secondary data to analyze the impact of the pandemic on the hotel's operations and overall business performance. The research aims to identify key trends in the hospitality sector, pinpoint specific challenges encountered by the Ritz Hotel, and evaluate the consequences of these challenges on the company's performance. The literature review examines trends like digitalization, changing customer preferences, and the importance of health and safety measures. The methodology includes a detailed plan for data collection, analysis, and ethical considerations. The proposal also outlines research questions, objectives, and hypotheses to guide the investigation, with the goal of providing actionable recommendations for the Ritz Hotel to overcome the challenges and improve its performance.

Research proposal

ABSTRACT
In the current situation, pandemic affect the overall business performance in opposite
manner and as a result, most of the business shut down. The main aim of the study is to
investigate the challenges faced by the companies during such situation. The entire research is
based upon quantitative study and for that both primary and secondary data collection used with
an aim to generate the best outcomes. With the help of secondary research, it had analyzed that
the trend of business operating under hospitality industry are completely changed and that is
why, to adhere within changing government policies is considered one of the highest factor and
also organization cost has also considered another challenging factor for the hotels during Covid-
19. Overall, scholar took 14 weeks to complete the research and generate the best outcomes
accordingly.

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................2
1. INTRODUCTION.......................................................................................................................5
1.0 Introduction............................................................................................................................5
1.1 Background............................................................................................................................5
1.2 Problem statement..................................................................................................................6
1.3 Purpose of the research..........................................................................................................6
1.4 Motivation..............................................................................................................................6
1.5 Research Aim.........................................................................................................................6
1.6 Research questions.................................................................................................................7
1.7 Research Objectives...............................................................................................................7
2. LITERATURE REVIEW............................................................................................................7
2.1 Introduction............................................................................................................................7
2.1: Trends of hospitality industry during Covid-19...................................................................8
2.2: Different challenges faced by Ritz during and post Covid-19..............................................8
2.3: Impact of challenges faced by Ritz during Covid-19 upon company’s overall
performance.................................................................................................................................9
2.4 Conclusion ..........................................................................................................................10
2.5 Conceptual framework ........................................................................................................10
3. RESEARCH METHODOLOGY...............................................................................................11
3.0 Introduction..........................................................................................................................11
3.1 Research philosophy............................................................................................................11
3.2 Research approach...............................................................................................................11
3.3 Design..................................................................................................................................12
3.4 Research type.......................................................................................................................12

3.5 Population Sampling ...........................................................................................................12
3.6 Data collection.....................................................................................................................13
3.7 Data analysis........................................................................................................................13
3.8 Ethical consideration............................................................................................................13
3.9 Reliability and validity.........................................................................................................13
3.10 Time plan...........................................................................................................................14
3.11 Limitation...........................................................................................................................15
Conclusion and Potential outcomes...........................................................................................15
REFERENCES..............................................................................................................................16

Topic: To investigate the challenges faced by companies operating under the hospitality
industry during Covid-19: A study on Ritz.
1. INTRODUCTION
1.0 Introduction
Covid-19 affected the entire industries in negative manner and most of the companies
faces struggle to revive back to their original position. Among all industries, hospitality industry
affected the worst because of shut down and ban on travelling. That is why, top hotels and
restaurants closed their business and this in turn causes adverse impact upon the overall business
performance. Similarly, the present study will shed a light upon range of challenges faced by the
companies operating hospitality industry by using quantitative study.
1.1 Background
Dube, Nhamo and Chikodzi (2021) also stated that pandemic change the overall
strategies and encourage hotels and other accommodation service providers to invest upon new
and quick methods that assist to improve the performance. Looking towards 2019, people freely
move and there are no restrictions over traveling, neither companies have pressure to focused
upon online bookings nor to adapting any technologies. However, there is a completely different
phase identified from 2020 onward which includes delivery and contactless self-service,
digitalized guest experience etc. Therefore, it is necessary to examine range of challenges
incurred under hospitality industry because it affects the customer base as well as its financial
performance in opposite manner.
Altuntas and Gok (2021) shared their views that pandemic also encourage hotels and
other companies operating under hospitality industry to use automation and technology that
enhance customer base and improve the business operations. Like, cloud based services and
integrated solutions assist the business to improve the financial services and enhance the number
of tourists.
The chosen firm for this study is Ritz which is deal under hospitality industry and
operating different locations to offer the best services to their guest at affordable rates. With the
help of present study, scholar will highlight the challenges faced by the hotels during pandemic
because customer changes their preference and buying decision by focusing upon sanitization

etc. Therefore, through the present study, scholar is able to determine the impact of challenges
over the overall performance of Ritz.
1.2 Problem statement
The pandemic affect the entire business brutally and that is why, there are numerous
challenges faced by the companies in hospitality industry because of tourist ban. Through the
research, scholar highlight the range of challenges faced by Covid-19 and this in turn provides
ways to revive back so that it assist to improve the business performance.
1.3 Purpose of the research
The purpose for conducting the research on the specific topic is to analyze the challenges
faced by hospitality industry during Covid-19. This in turn recognized as a research issue
because there is a changing behavior of customers identified within hotels that might affect the
overall performance and creates many issues. So, with the help of present research, scholar will
able to highlight the list of challenges faced by the companies along with improvement areas.
Moreover, through the effective results and using SPSS software to interpret the findings will
assist investigator to answer relevant research questions. That is why, the topic has been selected
in accordance with the current era.
However, there are some personal reasons identified to selecting the specific topic such
that scholar enhance their current skills and knowledge regarding to trend and impact of Covid-
19 upon the company’s performance. Along with this, researcher has their own interest in order
to study in this particular topic that might helpful in the near future as well. That is why, the
topic has been chosen which might be helpful to Ritz as well as other hotels to determine the
challenges and its impact upon company’s performance.
1.4 Motivation
The motivation of the present study is to analyze the challenges faced by the hospitality
industry during Covid-19. Also, through this, scholar enhance the knowledge pertaining to
chosen topic and through the recommendations, scholar will also suggest ways to overcome the
challenge.
1.5 Research Aim
Aim: The aim of the study is to investigate the challenges faced by Ritz during Covid-19.

1.6 Research questions
Q1: What are the trends identified within hospitality industry during pandemic?
Q2: What are the challenges faced by the Ritz during and post Covid-19?
Q3: What is the impact of challenges faced by Ritz during Covid-19 upon company’s overall
performance?
1.7 Research Objectives
 To identify the trend under hospitality industry during Covid-19.
 To identify the different challenges faced by Ritz during and post Covid-19.
 To examine the impact of challenges faced by Ritz during Covid-19 upon company’s
overall performance.
 To recommend the effectual ways to overcome the challenges faced by Ritz.
Hypothesis
Null hypothesis (H0): There is no statistical difference between the challenges faced by company
and its overall performance.
Alternative hypothesis (H1): There is a statistical difference between the challenges faced by
company and its overall performance.
2. LITERATURE REVIEW
2.1 Introduction
Literature review is a comprehensive summary of previous research on any topic. For
that, relevant books and scholarly article will be chosen that helps to meet the defined aim and
objectives. The present section will help to determine the trend involved in the hospitality
industry during pandemic. Further, the section will assist to ascertain the challenges faced by the

companies operating under the hospitality industry. With the help of reliable sources, scholar
further ascertain the impact of challenges upon the overall performance of a company.
2.1: Trends of hospitality industry during Covid-19
According to Bajrami and et.al., (2021) investing upon digital is the trend that identified
during pandemic because most of the hotels have recognized the value for having a far reach
digital presence that further boost the online bookings. That is why, most of the small as well as
large hotels invest their time into own website that helps to attract the customers easily. Under
this, digitalized guest experience and contactless technology helps hoteliers to manage the
service effectively. Kaushal and Srivastava (2021) also contradict that this completely ignores
the traditional customer service. However, in 2019 i.e. pre-pandemic, hotels were do not focused
upon any such experience. Unfortunately, during pandemic customer become more concern
about hygiene and sanitization.
As per the views of Foroudi, Tabaghdehi and Marvi (2021) sustainability is another
emerging trend identified under the pandemic in which customers are focused upon eliminating
paper consumption, food waste, and reduction in the usage of plastic that causes adverse impact
upon the overall performance. Whereas, Bonfanti, Vigolo and Yfantidou (2021) explained in
their study that automation and technology is another trend identified during pandemic that
causes enhancement in the booking process. For example, most of the hotels must invest upon
the Artificial intelligence i.e. chatbots that assist to improve the customer service during booking
process and also responding the questions easily (2021 Top Hospitality industry trends, 2020).
This is actually need by the customers that helps to improve the customer relationship and
improve the financial channels as well.
2.2: Different challenges faced by Ritz during and post Covid-19
According to Gursoy and Chi (2020) There are various types of challenges that organizations ahs
faced due to covid 19. it becomes important to give emphasis on all factors that is hindering the
performance of hospitality industry during and after the crises. From the evaluation it can be
identified that being and rapid growing industry firm requires to pay attention on all segments
that are becoming barriers in order to get smooth functioning. The most important challenges for
hospitality sector are measures to follow government guidelines and change in tourism behavior.
Pandemic has been one of the game changing scenario as it has dropped the of hotels as

compared to previous time. The main reason behind it can be change in behavior of tourism.
People are scared to visit any new places and want to safe from infected even after the pandemic.
For example- Ritz as being part of mentioned industry require to maintain several compliance
for determining smooth functioning. Organizations cost of structure has increased due to
establishing practices for more hygiene. In order to attract customers in time of pandemic firm
has to follow all guidelines like nota allowing crowd in premise and occupying lesser rooms as
compared to previous which is ultimately declining revenue. Changing behavior of tourism in
Ritz can be identified through giving emphasis on firm’s customers’ changing preferences about
food, visiting new places, etc. in the contrast to this, Yang and Han (2021) depicted that most
important issue hampering success of firms in hospitality segment is increasing standard of
health and safety, unavailability of skilled employee and implementing communication channel
to information regarding discounts , offers, etc. In order to comply with these healths and safety
measure organization has to face different barriers like more precaution so that legal obligation
can be avoided. There are various health precaution that company need to execute for making its
employees safety and paying their expenses becomes difficult due to lowering margins of profits.
Communicating and connecting with customers has become difficult as priority of having leisure
facility at hotel has been shifted with being at safest place.
2.3: Impact of challenges faced by Ritz during Covid-19 upon company’s overall performance.
In the views of Önder and Gunter (2020) companies of different areas regardless of scale
of operation got adversely impacted. The most important element that is highly got affected from
pandemic situation is revenue generating capacity due to inclination of cost related with
operating. Increase in level of complexity has implied company to concentrates on decreasing its
profit margins. Inclining cost and decreasing profit margins are major reasons that is making
difficult for hospitality sector organization to survive in current situation. Before pandemic
company was at speedy growth as life style of people have changed which focuses on having
leisure facilities to enjoy life. For example- Ritz hotel is one of successful hotel of country which
was performing desirably but got impacted from pandemic situation. The reason behind it is that
there has been decreased in purchasing power of customers’ which is forcing them to not to
spend on luxurious items. The requirement accomplishment has become primary purpose of
customers that has forced company to lower down its profit margin with taking appropriate
actions regarding sanitization, etc. In against of this, Kaushal and Srivastava, (2021) depicted

that adverse influence on various aspects which is hindering the performance of hotel. The
Biggest problem faced by organization is unavailability of sufficient resources to accomplish
business objectives (Impact of COVID-19 on the hospitality industry. 2021). Company requires
various resources for continuing their business in sufficient and smooth patter. For providing
customized and specialized services organization faces challenges of low availability of skilled
employees to meet customers demand. There is as well inefficient supply chain for procuring
relevant materials for performing efficiently. It is declining image of enterprise in industry and
enhancing competition. In contrast to this, Smart and et.al., (2021) has m articulated that there
are different functional areas which are influenced from crises. There has been significant impact
on operational efficiency and financial performance of company. Its bearing more expenses on
making promotional and marketing strategies effective, estimation of budget became difficult
due to unawareness of wellbeing of current situation, taxes & interest paying, meeting social
corporate responsibility, etc has emerged tougher for hotels. Low availability of funds due to
high risk of market, interest, business, etc is making performance of firms operating in
hospitality industry non productive as compared to previous. Hospitality industry has got
affected from low tourism as domestic and international both clients' conversion rate has
declined.
2.4 Conclusion
By summing up above report it has been concluded that Covid-19 affected the hospitality
industry in opposite manner. Such that through the trends it has been identified that pandemic
change the entire operations of the hotels in opposite manner such that it encourage business to
use automation and advantage technology that helps to improve the overall performance.
However, it has been also concluded that there are many challenges faced by the company during
and post Covid- 19 such that increase in costing, acquire talented employees who operate the
technologies etc. Thus, the challenges have an inverse relationship with performance of a
company like decrease in number of challenges increase performance.
2.5 Conceptual framework

3. RESEARCH METHODOLOGY
3.0 Introduction
The present section is based upon methods which will be used by the scholar in order to
attain the defined aim. In this, different methods will be discussed like, philosophy, approach,
design through which scholar is able to answer the research questions.
3.1 Research philosophy
It is a belief in which information about a phenomenon should be gathered and used
effectively. It is also of two types such that Positivism and interpretivism. In order to deal with
the facts and figure, scholar will adopt positivism as a research philosophy in which data
collection and interpretation are conducted in an objective way. Through this, scholar is also able
to determine the challenges faced by the managers of Ritz during pandemic.
3.2 Research approach
Research approach is a set of plan and procedure that helps scholar to choose detailed
method of data collection. It can be distinguished in two different forms such as inductive and
deductive. In accordance with the chosen research type, scholar will proceed with deductive

research approach that is actually associated with the scientific investigation (Queirós, Faria and
Almeida, 2017). Also, with the help of chosen approach, scholar is also able to test the
hypothesis in order to evaluate the impact of challenges during post Covid-19 upon Ritz’s
performance.
3.3 Design
There are two types of research design such that conclusive and exploratory. In
accordance with the aim, scholar will adopt conclusive research design in order to generate the
best outcome. Through this methodology, scholar will provide final findings for the research and
define the range of challenges faced by the Ritz after Covid-19. Apart from this, it also assists to
describe the descriptive statistic and try to generate the best outcome which entails the actual
performance of Ritz after pandemic.
3.4 Research type
As per the Suander research onion, there are two main types of research i.e. qualitative
and quantitative. In accordance with the defined aim and objectives, researcher will adopted
quantitative study in order to determine the key aspects of effects through numeric format
(Apuke, 2017). With the help of chosen methodology, scholar will able to highlight the facts and
figure related to challenges faced by managers during Covid-19 upon hospitality industry along
with different strategies used to improve the tourism as well.
3.5 Population Sampling
It is the process in which scholar is able to select number of observation from the large
population in order to answer the research question. Further, there are two main types of
sampling used by the scholars i.e. probabilistic and non- probabilistic (Ryder and et.al., 2020).
As per the defined aim and objectives, scholar will opt simple random sampling method under
probabilistic sampling in which 10 managers of Ritz that helps to determine the overall
challenges faced by the company during pandemic. This method assists scholar to collect the
reviews from selected respondents in order to identify the impact of challenges upon the
company’s performance.