Analyzing Crisis Management in Hospitality: A Case Study of Whitbread

This project investigates the importance of crisis management practices in the hospitality industry, specifically focusing on Whitbread during the COVID-19 pandemic. The research identifies the concept of crisis management in the UK hospitality sector, assesses Whitbread's current crisis management practices during COVID-19, and recommends practices for managing future crises. It employs a positivism research philosophy and a deductive approach, using both primary data collected through questionnaires from 30 Whitbread managers and secondary data from literature reviews. The analysis of the collected data reveals insights into the significance and impact of crisis management practices, challenges faced during implementation, and potential strategies for future crisis management within Whitbread. The study concludes by offering recommendations for Whitbread to enhance its crisis management capabilities.

Research Project
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Title: The importance of managing crisis in the hospitality sector..................................................3
Chapter 1: Introduction....................................................................................................................3
The Project background..........................................................................................................3
Aim and Objectives................................................................................................................3
Research Questions................................................................................................................4
Research rationale..................................................................................................................4
Research scope.......................................................................................................................4
Overview of Methodology.....................................................................................................4
Chapter 2: Literature Review...........................................................................................................4
Chapter 3: Research Methodology...................................................................................................5
Chapter 4: Analysis and Findings....................................................................................................7
Analysis of collected facts......................................................................................................7
Interpretation of data............................................................................................................10
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work.................21
Chapter 6: Conclusions..................................................................................................................23
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Title: The importance of managing crisis in the hospitality sector
Chapter 1: Introduction
The Project background
Present research conducted on the importance of managing crisis in hospitality sector crisis
management is essential for all organization irrespective of its size and scope (Lai and Wong,
2020). However due to unpredictable challenges like COVID-19 organizations in hospitality
sector has been severely affected. This is among the hardest hit industries around the globe. The
present research is conducted to analyse the importance of crisis management practices in terms
of hospitality industry for which Whitbread, one of the leading organization operating in
hospitality sector of UK is being selected.
Aim and Objectives
Aim
The aim of this project is to investigate the importance of crisis management practices in
terms of hospitality industry during COVID-19. A study on Whitbread.
Research Objectives
 To identify the concept of crisis management used with hospitality industry of UK
 To assess the current practices of crisis management practices used within Whitbread
during COVID-19
 To recommend the crisis management practices that can be used by Whitbread for
managing forthcoming crisis
Research Questions
 What is the concept of crisis management used with hospitality industry of UK?
 What are the current practices of crisis management practices used within Whitbread
during COVID-19?
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 What are the recommended crisis management practices that can be used by
Whitbread for managing forthcoming crisis?
Research rationale
The major rationale behind executing the current research is that to gather information
related with crisis management and role of crisis management within the industry. The research
is associated with dual perspective within researcher such as personal and professional. For the
context of personal perspective the research would be helpful in increasing different skills within
research such as analytical and research skills. In the aspect of professional perspective the
research would contribute the researcher in managing their future researches in sufficient
manner.
Research scope
Present research is having wider scope as it is conducted on the hospitality industry in which
number of organisations on different scales of performing their roles and responsibility. The
research is conducted on United Kingdom and the hotel is Whitbread which is one of the leading
hotels in UK research discuss is different practices importance and concept of crisis management
that will benefit organisations in the same sector to implement strategies and overcome the crisis
in future (Jones and Comfort, 2020). Present research is also having wider scope as it helps in
enhancing knowledge and understanding of researcher on the particular topic.
Overview of Methodology
Present researches is conducted with the help of taking use of appropriate research
methodology in which according to research onion framework investigator is taking use of
positivism research philosophy in which analysis of numerical data and information will be
undertaken (Hu, Casey and Wu, 2021). Furthermore in context with research approach,
deductive research approach is being undertaken with the help of primary and secondary mode of
data collection method. By taking quantitative research method investigator will acquire
information with the help of questionnaire in which with the help of service strategy certain
respondents will be selected that will help in executing research.
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Chapter 2: Literature Review
This is an essential component of every research project because it involves the analysis and
survey of secondary data, which is essential for establishing a framework and foundation for an
investigation. Regarding the current investigation, a number of online journals and articles that
are based on are analyzed on the topic of importance of crisis management practices in terms of
hospitality industry during COVID-19 a discussion and evaluation of which is provided as
below:
Concept of crisis management used with hospitality industry of UK
As per the viewpoint of Hayes and Hayes, 2021 crisis management is defined as practices
that in organization undertake in order to analyse the situations that can affect their growth and
profitability in future in hospitality industry of UK. Crisis management is associated with
implementation of practices and strategies through which organization can determine the
potential threats that can affect organization operations. With the help of crisis management
practices organisations in the respective industry in UK can implement crisis management
strategies at earlier stages.
Current practices of crisis management practices used within Whitbread during COVID-19
According to the viewpoint of Jiang and Wen, 2020 there are various practices of crisis
management that Whitbread is undertaken during the time period of COVID-19 some of the
strategies are being inclusive of proper sanitation and safety measures for both consumers and
employees (Vasquez, 2014). With the help of the strategy organization aim towards providing a
safe atmosphere to its stakeholders which will help organisation to assure long term growth and
sustainability. In addition to this organization also undertaken use of digital communication
channel to deal with consumers in effective manner.
Recommended crisis management practices that can be used by Whitbread for managing
forthcoming crisis
According to the viewpoint of Gursoy and Chi, 2020 in order to deal with forthcoming crisis
in future Whitbread is recommended want to take use of different crisis management strategies
such as virtual communication tools and techniques to assure smooth organization operations
without facing any challenge due to crisis. In addition to this company is also recommended to
invest on high tech advanced technology in order to increase efficiency of their operations during
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crisis (Singjai, Winata and Kummer, 2018). Furthermore companies also recommended to
provide training to employees in order to make them adaptable towards the constant changes.
This will help organization to manage crisis in effective manner.
Chapter 3: Research Methodology
This section is an essential component of every research project because it provides crucial
information about selecting a research method from a variety of approaches and methods in order
to carry out an investigation and research project in a manner that is both more viable and more
efficient. In relation to the current investigation, the research onion model was utilized to
guarantee the appropriate selection of a research method and the appropriate justification for its
use.
Research Philosophy:
It is basically a system of assumptions and beliefs. This is a belief about a way in which
data about the phenomenon is needed to be gathers and analysed. In present research investigator
is taking advantage of positivism research philosophy out of positivism and interpretive method
(Gupta and Gupta, 2022). The main reason behind taking advantage of this method is to collect
information and data in numerical form.
Research Approach
To conduct research investigator aim towards assuring valid outcomes, for this with the
help of selecting appropriate research approach out of inductive and deductive method
investigator is taking use of deductive approach in order to evaluate numerical data and
information (Pandey and Pandey, 2021). The main reason behind taking advantage of this
method is to coordinate with positive research philosophy and assure valid outcome.
Research strategy
To fulfill research aims and objectives investigator is taking advantage of appropriate
resource strategy out of action research, focus group, survey, experimental research and more.
Among these with the help of survey research strategy investigator will acquire data from larger
set of population (Kumar, 2018). The main reason behind taking advantage of this method is to
conduct research in flexible way and coordinate with quantitative approach.
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Data Collection:
Investigator is taking advantage of quantitative data collection method in which use of primary
and secondary source of methods will be undertaken. In context with primary method
investigator is taking advantage of questionnaire to acquire responses from respondents and will
analyse them with the help of charts and tables (Snyder, 2019). While on the other hand in
context with secondary method investigator is taking use previously conducted work, articles,
books, journals newspaper and will further analyse them with the help of literature review.
Research choice
Among quantitative and qualitative method investigator is taking use of quantitative
research choice, as it will help investigator to conduct research in flexible and cost effective
manner. With the help of this method investigator is looking forward to evaluate numerical data
in effective manner and further assure valid outcome.
Data analysis:
It is the process to inspect the collected raw information in appropriate manner so that
beneficially information can be gathers (Panneerselvam, 2014). In the existing investigation
frequency distribution method will be used in order to examine mathematical and statistical
information.
Sampling:
It is the technique to take out sample from population. There are two sampling technique
which are probability and non probability sampling. In the current investigation probability
sampling method will be used. The sample size will be 30 managers from Whitbread.
Questionnaire
Q1) Do you have an understanding of the concept of crisis management in the context to
business?
a) Yes
b) No
c) Neutral
Q2) As per your viewpoint, crisis management practices are important for organisations
in hospitality industry of UK?
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a) Yes
b) No
c) Neutral
Q3) According to your viewpoint, does crisis management practices helps in hospitality
industry during COVID-19?
a) Yes
b) No
c) Neutral
Q4) As per your opinion, crisis management practices helped Whitbread in overcoming
the crisis of Covid-19?
a) Yes
b) No
c) Neutral
Q5) What is the significance and impact of crisis management practices on hospitality
industry of UK?
a) Positive
b) Negative
c) Neutral
Q6) According to you, what is main reason that had made implementation of crisis
management practices important for Whitbread?
a) Preparedness to respond to a crisis
b) Strong ability to deal with an unfavorable situation
c) Balance sales and growth
d) Development of crisis management plan
e) Necessary precaution at prior stages
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Q7) According to your view point, what are the current practices of crisis management
practices used within Whitbread during COVID-19?
a) Change management practices
b) Proper sanitisation and safety measures
c) Two-way communication
d) Constant employee interaction with digital channel
Q8) What is the importance and impact of crisis management practices on Whitbread?
a) Anticipate potential problem
b) Early risk identification
c) Prevention in wastage of resources
d) Profitability
Q9) What are the challenges faced by Whitbread while implementing crisis management
practices during COVID-19?
a) Lack of visibility
b) In-effective communication
c) Unpredictable situations
d) Failure to collect data and information
e) Determining crisis information
Q10) According to you, what are the potential crisis management practices that can be
used by Whitbread for managing forthcoming crisis?
a) Setting clear objectives
b) Virtual communication tools
c) Developing committed team
d) Consistent communication
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Q11) What is the most appropriate benefit of crisis management practices for Whitbread?
a) Identification of threats in early stages
b) Building resources
c) Improve ability to overcome crisis
Q12) Provide some recommendation, Whitbread to implement crisis management
practices to manage forthcoming crisis.
Chapter 4: Analysis and Findings
Analysis of collected facts
Use of following frequency table is made for systematic and clear analysis of collected
raw data:
Q1) Do you have an understanding of the concept of crisis management in
the context to business?
Frequency
a) Yes 20
b) No 5
c) Neutral 5
Q2) As per your viewpoint, crisis management practices are important for
organisations in hospitality industry of UK?
Frequency
a) Yes 20
b) No 7
c) Neutral 3
Q3) According to your viewpoint, does crisis management practices helps
in hospitality industry during COVID-19?
Frequency
a) Yes 20
b) No 8
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c) Neutral 2
Q4) As per your opinion, crisis management practices helped Whitbread
in overcoming the crisis of Covid-19?
Frequency
a) Yes 18
b) No 7
c) Neutral 5
Q5) What is the significance and impact of crisis management practices
on hospitality industry of UK?
Frequency
a) Positive 20
b) Negative 5
c) Neutral 5
Q6) According to you, what is main reason that had made implementation
of crisis management practices important for Whitbread?
Frequency
a) Preparedness to respond to a crisis 7
b) Strong ability to deal with an unfavourable situation 9
c) Balance sales and growth 5
d) Development of crisis management plan 6
e) Necessary precaution at prior stages 3
Q7) According to your view point, what are the current practices of crisis
management practices used within Whitbread during COVID-19?
Frequency
a) Change management practices 12
b) Proper sanitisation and safety measures 5
c) Two-way communication 6
d) Constant employee interaction with digital channel 7
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Q8) What is the importance and impact of crisis management practices on
Whitbread?
Frequency
a) Anticipate potential problem 6
b) Early risk identification 9
c) Prevention in wastage of resources 5
d) Profitability 9
Q9) What are the challenges faced by Whitbread while implementing
crisis management practices during COVID-19?
Frequency
a) Lack of visibility 8
b) In-effective communication 6
c) Unpredictable situations 5
d) Failure to collect data and information 5
e) Determining crisis information 6
Q10) According to you, what are the potential crisis management
practices that can be used by Whitbread for managing forthcoming
crisis?
Frequency
a) Setting clear objectives 9
b) Virtual communication tools 4
c) Developing committed team 8
d) Consistent communication 9
Q11) What is the most appropriate benefit of crisis management practices
for Whitbread?
Frequency
a) Identification of threats in early stages 12
b) Building resources 10
c) Improve ability to overcome crisis 8
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