Role of Social Media: Crisis Management in UK Hospitality - Covid-19

This research project investigates the role of social media as a digital technology for crisis management within the UK hospitality industry, specifically focusing on Premier Inn during the COVID-19 pandemic. The study employs both qualitative and quantitative methods, including questionnaires and interviews, to assess the effectiveness of social media strategies in managing the crisis. The research identifies the role of social media during the pandemic, evaluates current practices, and investigates the challenges faced by Premier Inn. Data analysis reveals key themes such as awareness of social media, its use for customer communication, and the strategies employed before and during the crisis. Recommendations include focusing on effective strategies, analyzing market trends, and managing resources to overcome challenges faced by the hotel, ultimately improving its competitive edge. The study also acknowledges limitations such as resource and time constraints.

Research Project-role of social media as
a digital technology for ensuring crisis
management at the time of Covid-19
within UK hospitality industry

AIM AND OBJECTIVES
 The aim of this project is to investigate the role of social media as a digital technology for
ensuring crisis management at the time of Covid-19 within in Premier Inn.
 To identify the role of social media during pandemic
 To assess the current practices of social media employed by hospitality industry to manage the
crisis.
 To investigate the challenges faced by Premier Inn while using social media as a digital
technology to manage the crisis at the time of Covid-19.
 To be able to recommend better strategies that helps to manage the crisis at the time of pandemic

REARCH METHODLOGY
Particulars
Research tpe For the present study both methods i.e. qualitativemethods has been used in the study
Research approach There are two main methods of the research approach i.e. inductive and deductive that is used by the
scholar in their research.
Data collection and sampling There are two types of data collection methods such as primary and secondary has been adopted by the
scholar by conducting questionnaire (econdary source) and interview(primary source).
For questionnaire , 30 samples of the employees of top management has been taken for the study and for
interview 2 participants have been selected.
Data analysis For the present study only thematic data analysis has been adopted by the scholar.
Reliability and validity For the present research, the data has been collected from the reliable sources in order to improve the
creditability .Apart from this it has also helped the research as focused on the copyright protected sources.
Ethical consideration In order to fulfil the ethical consideration aspect of the research , consent form has been signed by the
selected participant for the survey.
Research limitation Research limitation for the research study is unavailability of the resources and time limitation.

DATA ANALAYSIS
Questionnaire
Theme 1:Awareness about the social media
as digital technology
Theme:2 Working experience of the
employs in Premier Inn

CONTINUE…
Theme:3 Social media is the right platform for
communicating with the customers Theme:4 Social media right strategy to manage the
crisis

CONTINUE…
Theme:5 Social media practices was
being followed by the company before
covid-19
Theme 6 : Best social media strategy post covid-19

CONTINUE…
 Theme 7 : Current social media practices
followed by the organisation Theme 8 : challenges faced by the company while using the
social media as digital technology

CONTINUE…
 Theme 9 : Was company able to overcome the above
challenges

CONTINUE…
 Q 10 Please recommend some of the effective social media strategies for managing
the crisis of covid -19?
 Out of 30 employees many of them suggested that the company should focus and
evaluate the current practices that is followed by other companies which can be
effective in managing the crisis. It is necessary to communicate effectively with the
customer and convey the information about the services and offers by the company
which can be helpful in dealing with the situations effectively.

RECOMMENDATION
 It is recommended to the company in order to manage the crisis focus on implementing effective strategies and
practices on order to effectively manage the crisis which can be helpful overcoming the challenges faced by the
company.
 As per the analysis , it is suggested to the Premier Inn to analyse the current market trends and the strategies
adopted by their competitors which helps in implementing the strategies which can be helpful in overcoming the
situations easily .
 Although the role of social media has increased in the recent years but is necessary to identifying challenges
related to it and take necessary steps in order to manage the situations that arise while using the various social
media practices for managing the situations. It is also recommended to the company to effectively manage the
resources and plan strategies which helps in overcoming the challenges that is faced by the hotel within the
hospitality industry and restricts its growth in the competitive market.

REFERENCES
 Kaya, T., 2020. The changes in the effects of social media use of Cypriots due to
COVID-19 pandemic. Technology in society. 63. p.101380.
 Lai, I.K.W. and Wong, J.W.C., 2020. Comparing crisis management practices in the
hotel industry between initial and pandemic stages of COVID-19. International Journal
of Contemporary Hospitality Management.
 Leatherdale, S.T., 2019. Natural experiment methodology for research: a review of how
different methods can support real-world research. International Journal of Social
Research Methodology.22(1). pp.19-35.