Hospitality Research: Social Media Role in Covid-19 Crisis Management

This research project investigates the role of social media as a digital technology for ensuring crisis management within the UK hospitality industry, specifically focusing on Premier Inn during the Covid-19 pandemic. The research aims to identify the role of social media during the pandemic, assess current social media practices employed by the hospitality industry to manage crises, investigate the challenges faced by Premier Inn while using social media, and recommend better strategies for managing crises. It employs a qualitative research approach with an inductive research approach and interpretivism research philosophy, utilizing both primary and secondary data collection methods, with thematic data analysis. The study's scope focuses on the UK hospitality industry, targeting employees of top management within Premier Inn, and using simple random sampling. The research contributes to understanding the positive and negative aspects of social media in crisis management and provides insights and recommendations for the industry and future research. Desklib provides access to this project and other solved assignments.

PHigher National in Hospitality Management
Unit 18 Research Project
RESEARCH PROPOSAL FORM
STUDENT DETAILS
Section One : Research Title, Aim and Objectives
Research Title: "To investigate the role of social media as a digital technology for ensuring crisis
management at the time of Covid-19 within UK hospitality industry: A study on Premier Inn"
Research Aim(What do you wish to find out or achieve?) :
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.
Research Objectives (How do you want to achieve this aim. At least three/four objectives).
To achieve this aim, the following objectives have been proposed.
i. To identify the role of social media during pandemic
ii. To assess the current practices of social media employed by hospitality industry to
manage the crisis.
iii. 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.
iv. To be able to recommend better strategies that helps to manage the crisis at the time of
pandemic.
Research Questions (convert each objective above into a research question)
i. What is the role of social media as a digital technology during pandemic?
ii. What are the current practices of social media employed by hospitality industry to
manage the crisis?
iii. What are the challenges faced by Premier Inn while using social media as a digital
technology to manage the crisis at the time of Covid-19?
Unit 18 Research Project Proposal–
Spring 2021

Section Two: Research Rationale and Scope
Rationale/Justification for the Topic: this should briefly cover the following three areas.
i- Personal reasons for choosing the project topic (e.g. links to other subjects you are
studying, personal interest, future plans, knowledge/skills you want to improve)
ii- The gap identified in the literature
iii- Practical benefits of the study (i.e. state the beneficiaries of the study).
The rationale for choosing this topic over others is such that researcher have their own interest to
conduct study on this which in turn help to improve knowledge so that it will be beneficial for the
future as well. Also, with the help of conducting this study, scholar improve skills of research and
understand ways through which crisis can be managed. Another rationale for conducting the study is
such that previously many research has conducted over social media and did not determine positive
and negative aspect of managing crisis. Therefore, the present study will help to determine the
research gap by analysing the impact of social media to manage crisis at the time of pandemic.
The present study will be beneficial to entire UK hospitality industry because it assist to determine
the ways through which crisis can be managed and further Premier Inn can also implement steps
suggested in order to manage the challenges. Apart from this, other scholars are also get benefit from
the study as they collect information from the present study as a secondary source to determine the
concepts easily.
Research Scope: this should briefly cover the following.
i. State the geographical area and name of organisation the research will focus on. Give
reason.
ii. State the units of study (i.e. the target groups that the study will focus on)
iii. List the theories and/or themes that will be involved in the study.
The chosen area for this study is UK where Premier Inn as a hotel chosen because it is one of the top
hotel in UK which suffered the most during crisis and that is why, it will help to determine the ways
through which crisis managed. The target group for this study is the hospitality industry so that they
identify the ways through which the issue can be managed and improved further.
Section three : Preliminary Literature Review
The Literature Review, at this stage of the research process, does not have to be critical literature
review but each reviewed source should cover the following
i. Cite the author(s) and year according the Harvard referencing style
ii. The focus of the literature
iii. Summary of the main points/findings.
iv. Methodology used ( if applicable)
v. Briefly note why that literature/study is helpful in your project.
The current literature review is beneficial for the present study because it will assist to determine the
Unit 18 Research Project Proposal–
Spring 2021

trend of social media over the crisis management (Tsoy., Tirasawasdichai and Kurpayanidi, 2021).
Under this, different sources has been used which in turn understand the views of author so that
effective outcome can be generated. Different themes will be designed on the basis of set research
objectives.
Naeem (2020) explained in their study that the pandemic badly hit the entire world in negative
manner and that is why, the growth of social media is considered phenomenal over the past decades.
It is so because the platform assists to communicate with people in better manner Therefore, it can
be stated that in tough time of pandemic, need of social media is inevitable in order to pass the
information from one place to another quickly. For example, during the time of complete lockdown
in 2020, it is the only way except media that provide complete information regarding the issues and
that is why, it assist to generate a better outcome.
Wiederhold (2020) examined that social media platforms actually assist government in order to
tackle the pandemic by creating effective awareness among people and that is why, it is proved to be
one of the most safest and quicker way as compared to traditional means. Moreover, social media
platforms provided easy access to seeking health information which in turn assist to evaluated the
health related risk in order to manage the heath concerns. Like, ion Facebook people mainly produce
or share information through local sources in order to respond the public health crisis. That is why,
government also taking this as an opportunity in order to minimise the issue negative aspect.
Abuhashesh and et.al., (2021) contradict through their views that unfortunately some people uses
this social media platform to spread false information and that is why, it will be challenging for the
people. However, government also develop steps to distinguish between false and true information
so that people only get a right information and this will assist to manage the crisis as well.
In the opinion of Chong and et.al., (2020) social media platform provide many false information to
the target people so that the crisis cannot be managed and this in turn lead to affect their behaviour
in negative manner. Like, most of the people share the information pertaining to false claim related
to effectiveness of vaccines, quarantining and alternative cues and many more. This in turn shows
that due to attention grabbing nature of conspiracy theories the chances of leading false information
minimised so that people do not be panic. Moreover, platform like Twitter, Facebook and Instagram
introduced a tool of flag content as false in order to protect the people from false information and
make it more transparent (Abbas and et.al., 2021). That is why, it can be stated that different
challenges faced by the industry as well as organisation make it more difficult to survive in the
pandemic.
Section Four: Overview of Research Methodology:
Discuss in short your research methods, philosophical approaches, research design e.g
qualitative/quantitative/mixed, research sample and sampling techniques.
Research Type: There are two main types of research used by the study which include qualitative
and quantitative. For the present study, only qualitative study will be chosen which assist to collect
the theoretical approaches of social media as a digital technology. This in turn assist to improve the
knowledge and meet the defined aim objectives of a study.
Unit 18 Research Project Proposal–
Spring 2021

Research approach: Inductive and deductive are two main types of research approach which can be
used by the scholar (Pandey and Pandey, 2021). For the present study, scholar will uses only
inductive research approach because it helps to determine the theory and concept of social media
along with its usage over crisis management.
Research philosophy: Philosophy can be distinguished into two forms which include Interpretivism
and positivism (Mohajan 2018). In accordance with the chosen research type, scholar will adopt
interpretivism research philosophy so that it will be help to determine the ways through which social
media support at the time of pandemic.
Data collection: Both primary and secondary data collection methods will be adopted by the scholar
in which researcher mainly help to derive better results (Newman and Gough, 2020). Such that
under primary data, scholar will uses survey method through the means of questionnaire which in
turn help the identify the views of people towards the set objectives. On the other side, under
secondary data collection method, scholar uses relevant books, journals and articles that helps to
conduct the study in an appropriate manner and meet the defined objectives as well.
Data analysis: For the present study, only thematic data analysis will be adopted in which scholar
that helps to analyse the views of selected participants in an effective manner. In this, different
themes and charts will be derived in order to conduct the study in an appropriate manner.
Sampling: It is a method which will be helpful to select the relevant respondents for the study
(Dźwigoł, 2018). That is why, simple random sampling methods will be adopted in which only 30
employees of top management has chosen in order to understand their views pertaining to the chosen
topic. This in turn help to determine the role of social media towards a crisis management.
Ethical Aspect of Study
See Ethics Form below
SECTION FIVE: BREAKDOWN OF ACTIVITIES AND TIMESCALE
Include a Gantt Chart to reflect your research planning.
Task
Mode Task Name Duration Start Finish Predecessors
1 Selecting topic 3 days Mon 3/14/22 Wed 3/16/22
2 Waiting for an approval 2 days Thu 3/17/22 Fri 3/18/22 1
3 Developing aim and
objectives 1 day Mon 3/21/22 Mon 3/21/22 1,2
4 selecting sources for
literature review 3 days Tue 3/22/22 Thu 3/24/22 3
Unit 18 Research Project Proposal–
Spring 2021

5 Select research
methodology 2 days Fri 3/25/22 Mon 3/28/22 3,4
6 Ethical form 2 days Thu 3/17/22 Fri 3/18/22 1
7 formatting and submitting 1 day Mon 3/21/22 Mon 3/21/22 6
8 waiting for an approval 2 days Tue 3/22/22 Wed 3/23/22 7
9 Modification on feedback 1 day Thu 3/24/22 Thu 3/24/22 8
10 Submission 1 day Fri 3/25/22 Fri 3/25/22 9
List of References : References used so far (using Harvard referencing style)
Abbas, J. and et.al., 2021. The role of social media in the advent of COVID-19 pandemic: crisis
management, mental health challenges and implications. Risk management and healthcare
policy, 14, p.1917.
Abuhashesh, M.Y. and et.al., 2021, December. The Role of Social Media in Raising Public Health
Awareness during the Pandemic COVID-19: An International Comparative Study.
In Informatics (Vol. 8, No. 4, p. 80). Multidisciplinary Digital Publishing Institute.
Chong, Y. Y. and et.al., 2020. COVID-19 pandemic, infodemic and the role of eHealth
literacy. International journal of nursing studies. 108. p.103644.
Unit 18 Research Project Proposal–
Spring 2021

Dźwigoł, H., 2018. Scientific research methodology in management sciences. Фінансово-кредитна
діяльність: проблеми теорії та практики. (2). pp.424-437.
Mohajan, H. K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People. 7(1). pp.23-48.
Naeem, M., 2020. The role of social media to generate social proof as engaged society for
stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research: An
International Journal.
Newman, M. and Gough, D., 2020. Systematic reviews in educational research: Methodology,
perspectives and application. Systematic reviews in educational research, pp.3-22.
Pandey, P. and Pandey, M. M., 2021. Research methodology tools and techniques. Bridge Center.
Tsoy, D., Tirasawasdichai, T. and Kurpayanidi, K. I., 2021. Role of social media in shaping public
risk perception during Covid-19 pandemic: a theoretical review. International Journal of
Management Science and Business Administration. 7(2). p.35.
Wiederhold, B. K., 2020. Using social media to our advantage: Alleviating anxiety during a
pandemic. Cyberpsychology, Behavior, and Social Networking. 23(4). pp.197-198.
Student Declaration
I confirm that the proposed Research Project is not work that has been or will be submitted for
another qualification or by another student and is appropriate:
Student Name and Signature: Date: 14-03-2022
Comments and Agreement from Tutor
Comments:
I confirm that the project is not work that has been or will be submitted for another qualification and
is appropriate:
Agreed: (Name) (Date) 14-03-2022
Research ethics approval form
All students conducting research activity that involves human participants or the
use of data, collected from human participants, may be required to gain ethical
Unit 18 Research Project Proposal–
Spring 2021

approval before commencing their research. Please answer all relevant questions
and note that your form may be returned if incomplete.
For further support and guidance please see your Unit Tutor.
Before completing this form, we advise that you discuss your proposed research fully with your
Unit Tutor. Please complete this form in good time before your research project is due to
commence.
Student Details
Student Name Student ID
Section Two: Project summary
Please select all research methods that you plan to use as part of your project:
Interviews
Questionnaires
Observations
Use of Personal Records
Data Analysis
Action Research
Focus Groups
Other (please specify)
Unit 18 Research Project Proposal–
Spring 2021
Section One: Basic details
Project Title: "To investigate the role of social media as a digital technology for ensuring crisis
management at the time of Covid-19 within UK hospitality industry: A study on Premier Inn"

Section Three: Participants
Will your research involve human participants? Yes
Who are the participants? Tick all that apply
Ages 12-16 Adults:
How will participants be recruited (identified and approached)?
They will have recruited through simple random method with an approval of the
owner to be a part of a research.
Describe the process you will use to inform participants about what you are
doing:
With the help of email, the participants will be de-brief.
How will you obtain consent from participants? Will this be written? How will it
be made clear to participants that they may withdraw consent to participate at
any time?
By signing the consent form and yes, it will be in written format and they have a
chance to withdraw at any time.
Studies involving questionnaires: Will participants be given the option of omitting
questions they do not wish to answer?
Unit 18 Research Project Proposal–
Spring 2021
No
Young people aged 17-18:

Yes:
If No, please explain why below and ensure that you cover any ethical issues
arising from this:
Studies involving observation: Confirm whether participants will be asked for their
informed consent to be approved.
Yes:
Will you debrief participants at the end of their participation? (e.g. give them a brief
explanation of the study)
Yes:
Will participants be given information about the findings of your study? (This could be
a summary of your findings generally)
Yes:
Unit 18 Research Project Proposal–
Spring 2021
No:
No:
No:
No:

Section Four: Data storage and security
Confirm that all personal data will be stored and processed in compliance with
the Data Protection Act (1998)
Yes:
Who will have access to the data and personal information?
Researcher and University professor.
During the research
Where will the data be stored? In laptop
Will mobile devices, such as USB storage and laptops, be used?
Yes:
If yes, please provide further details: It will be password protected and no one will used except
researcher and professor
After the research
Where will the data be stored?
At laptop
How long will the data and records be kept, and in what format?
for 3 years in password protected
Will the data be kept for use by other researchers?
Yes:
If yes, please provide further details:
Unit 18 Research Project Proposal–
Spring 2021
No:
No:
No:

Section Five: Ethical issues
Are there any particular features of your proposed work which may raise ethical
concerns? If so, please outline how you will deal with these:
It is important that you demonstrate your awareness of potential risks that may
arise as a result of your research. Please consider/address all issues that may
apply. Ethical concerns may include, but are not limited to the following:
• informed consent
• potentially vulnerable participants
• sensitive topics
• risks to participants and/or researchers
• confidentiality/anonymity
• disclosures/limits to confidentiality
• data storage and security, both during and after the research (including
transfer, sharing, encryption, protection)
• reporting
• dissemination and use of your findings.
Section Six: Declaration
I have read, understood, and will abide by the [Nelson College London ]
Research Ethics Policy:
Yes:
I have discussed the ethical issues relating to my research with my tutor:
Yes:
I confirm that, to the best of my knowledge, the above information is correct and that this is a full
description of the ethical issues that may arise in the course of my/our research.
Student Name(s) Date 14-3-2022
Unit 18 Research Project Proposal–
Spring 2021
No:
No:

Unit 18 Research Project Proposal–
Spring 2021