Challenges Faced by Companies in Hospitality: A Ritz Hotel Study

This research proposal examines the challenges faced by Ritz Hotel within the hospitality industry during the COVID-19 pandemic. It begins with an introduction outlining the background, aim, objectives, research questions, and rationale for the study. A comprehensive literature review explores industry trends, including digitalization, sustainability, and automation. The review also identifies specific challenges encountered by Ritz, such as changing customer behaviors, increased health and safety standards, and financial impacts on operations. The methodology section details the research type, approach, philosophy, data collection methods, analysis techniques, sampling strategy, ethical considerations, limitations, reliability, validity, and a time plan. The research aims to identify the trends, challenges, and their impact on the company's overall performance, with the goal of recommending effective strategies to overcome these challenges. The conceptual framework highlights the adoption of advanced technology, increased costs, and the inverse relationship between challenges and performance. The study concludes by emphasizing the significant impact of COVID-19 on the hospitality sector and the need for strategic adaptations.

Research proposal

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Background..................................................................................................................................4
Aim and objectives......................................................................................................................5
Research questions.......................................................................................................................5
Rationale......................................................................................................................................5
LITERATURE REVIEW................................................................................................................6
Introduction..................................................................................................................................6
Theme 1: Trends of hospitality industry during Covid-19..........................................................6
Theme 2: Different challenges faced by Ritz during and post Covid-19....................................7
Theme 3: Impact of challenges faced by Ritz during Covid-19 upon company’s overall
performance.................................................................................................................................8
Conclusion...................................................................................................................................9
RESEARCH METHODOLOGY..................................................................................................10
Research type.............................................................................................................................10
Research approach.....................................................................................................................10
Research philosophy..................................................................................................................10
Data collection...........................................................................................................................10
Data analysis..............................................................................................................................11
Sampling....................................................................................................................................11
Ethical consideration.................................................................................................................11
Limitation..................................................................................................................................12
Reliability and validity..............................................................................................................12
Time plan...................................................................................................................................12
Potential outcomes.....................................................................................................................13

REFERENCES..............................................................................................................................14
Topic: To investigate the challenges faced by companies operating under the hospitality
industry during Covid-19: A study on Ritz.
INTRODUCTION
Background
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. 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 onwards 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 affect 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.
Aim and objectives
Aim: The aim of the study is to investigate the challenges faced by Ritz during Covid-19.
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.
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?
Rationale
The reason 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.
LITERATURE REVIEW
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.
Theme 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.
Theme 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 ahs 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 communicational
channel to information regarding discounts , offers, etc. In order to comply with these health
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.
Theme 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 has 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. 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.
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.
Conceptual framework
Challenges face by
hotels during
Covid-19
Adoption of
advance
technology
Digitalization
and
personalization
Sustainability
Trend
Increase in cost,
hire new
employee,
adopting new
technique
Inverse relationship

RESEARCH METHODOLOGY
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.
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.
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 adopted 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.
Data collection
It is the procedure of collecting and measuring the relevant information by using standard
validate techniques for a research. Further, investigator uses two different methods of collecting
data for the present research (Moradi, 2021). Under primary data collection method, survey will
be used through the means of questionnaire in order to collect the views of 10 managers of Ritz.
With the help of this method, scholar is able to examine the trend identified within hospitality

industry along with this impact upon company’s performance. On the other side, under
secondary data collection methods, different books, newspaper article and scholarly article
selected that helps in developing brief thesis regarding the challenges faced by Ritz during
Covid.
Data analysis
It the method of extracting the data and interpret the results collected through primary
research. This can be done in two different ways i.e. SPSS and thematic data analysis. As per the
chosen research type, scholar will consider SPSS Software in order to interpret the findings in an
effective manner. Along with this, different themes and graphs will be drawn that helps to
present the entire findings in an effective manner. Moreover, with the help of chosen strategy,
scholar also uses inferential tools in order to prove the hypothesis that assist to examine the
challenge faced by the company during pandemic.
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.
Ethical consideration
It is essential to comply with all the ethical principles that assist to conduct the entire
research in an effective manner. Under this, scholar should take consent from the selected
respondents by signing a consent form. Further, investigator should also ensure about the dignity
and respect of all the participants so that effective results can be made. Also, scholar should
ensure that there is no miscommunication between the respondents and participants, otherwise
the results got affected. Apart from this, reference list must be added at the end of the study that
reflect that work is not copied from anywhere. All the personal details must be confidential by
adhere with Data Protection Act so that sensitive data will not be shared with anyone.

Limitation
For the present study, scholar faces three different limitations that might affect the result
in opposite manner i.e. time, availability of the sources and money. Due to having enough
timeframe scholar chooses quantitative research type that helps to collect the data and provide
effectual results (Zaker and Nosratinia, 2021). Further, the method is also used under a software
and that is why, it do not require high financial sources. Apart from this, to solve the
unavailability of the sources, scholar should search the relevant article by using key words that
helps to meet the defined aim and generate the best outcomes as well.
Reliability and validity
These are some of the important aspect of the research which investigator should be
considered. Such that under reliability scholar uses Cronbach Alpha through SPSS software that
ensured about the questionnaire is appropriate and assist to determine the relationship between
variables. Moreover, it is also examined under validity that scholar should choose the articles and
newspaper article that are published after 2019. This in turn assists to answer all the research
questions and meet the defined aim as well.
Time plan
Particula
rs
Wee
k 1
Wee
k 2
Wee
k 3
Wee
k 4
Wee
k 5
Wee
k 6
Wee
k 7
Wee
k 8
Wee
k 9
Wee
k 10
Wee
k 11
Wee
k 12
Developin
g topic
Define
aim and
objective
Draft
layout
Conductin
g brief
thesis
Selecting
research

method
Formattin
g and
submissio
n
Waiting
for
feedback
Modificati
on and
submissio
n
Potential outcomes
In accordance with the above, it can be stated that there is a need to focus challenges
faced by the hotels that might cause negative impact upon the business performance. With the
help of secondary research, it has been identified that trends of hospitality industry during Covid-
19 includes digitalization and personalization under customer experience. This in turn encourage
business to improve the booking process as well as enhance the customer experience. Also, it has
been determined that there are number of challenges faced by the hotels during covid-19 such
that increase in cost to providing extra facilities to their customers that somehow causes direct
impact upon the sales performance. However, entire business shift towards online and
technology which requires enough talented employees and it becomes difficult for the companies
to invest upon.
That is why, it can be stated that there is a need to make effective actions to improve the
overall performance of company because such challenges have a direct relationship over the
performance. Like, invest upon cost increases the chances of losing financial performance of
Ritz and vice versa. Hence, employing effective strategies or method might assist to revive back
within a competition.