Unit 18 Research Project Hospitality Management Assignment Sample

Introduction - Mastering the Research Process for Unit 18 Hospitality Management

With respect to the current competitive environment the pandemic has affected the hospitality industry to a great extent. This is particularly because of the reason that the pandemic resulted in shutdown of the businesses and as a result of this the hospitality sector was affected to a great extent as compared to the other sectors. The current study is based on Hilton which is a top company working in the hospitality sector. Thus the current study outlines the impact of covid-19 over the hotel industry which has been made. Along with this recovery strategies and tactics which were used by the hospitality companies with regards to pandemic will be outlined. Moreover the role of recovery techniques for the attainment of the business goal will be evaluated with respect to the hospitality sector (Fernández, Martínez and Martín, 2022). The current pandemic has impacted the overall working of the hotels and other related hospitality companies. Thus, it is the responsibility of the companies that they must try to overcome the working and efficiency of the business so that the sales can be improved and the negative effects of pandemic can be reduced. Hence, the current study will outline the different methods of recovery for the tourism industry so that the overall working can be improved.

Aim and objectives

Research Aim

Aim behind initiating the current study is to assess and evaluate the pandemic methods of recovery for the tourism industry is the goal of the study. A study on Hilton.

Research Objectives

To investigate the impact ofCovid-19 within hotel industry. To assess recovery process & tactics used by hospitality firms in the context of pandemic. To study the role of recovery techniques in the achievement of business goals. To recommend competent strategic process which hotel units can employ for the fulfilment of organizational goals.

Research Questions

Q.1 How did the epidemic specifically affect the tourist hospitality industry?

Q.2 What after an epidemic recovery measures were taken by the hospitality industry?

Q.3 How successfully performed company mitigation tactics in re-establishing and sustaining service to the hotel industry?

Rationale

With regards to the current working environmental pandemic is the most recent incident which took place. The pandemic result in negative impact over the working of the whole business sector and the human as well. Thus, it is very necessary for the companies to try to reduce the negative impact of the pandemic so that the overall working of the company can be improved (Zhang and et. al, 2021). Major reason behind the selecting the current topic of recovery strategies post pandemic for the hospitality sector is that it is very necessary for the hotels to improve the business. The reason behind this fact is that the hospitality sector is the one which is highly affected due to the pandemic. Hence the current study will outline the different recovery strategies which can be adopted by the hospitality sector for overcoming the negative impact of the pandemic.

Literature review

Theme 1: Impact of pandemic over hotel industry

In the views of Lu and et. al, (2022) the current pandemic has affected the working efficiency of the hospitality sector to a great extent. the major impact being created by the pandemic is negative over the performance of the companies within the hospitality sector and others as well. this is particularly because of the reason that due to the pandemic there was an economic shutdown and as a result of this overall efficiency of the business as reduced. Thus it resulted in reduction in sales of the business and ultimately process of the business will also reduce. Furthermore another major negative over the hospitality sector was that there was high labour turnover. This was particularly because of the reason that the employees were not provided with the salary and as a result of this day left that jobs. Ultimate resulted in reduction in the employment with in the country and the economy was also impacted to a great extent.

On the other hand Volgger, Taplin and Aebli, (2021) argued that there were many different negative impacts being created by the pandemic over the performance of the hospitality sector. The major negative impact created was lack of interest of consumer for travelling to the hotels and other hospitality sector. This was particularly out of fear because the consumer were fearful that if they went to the hotels and other public places then they will get infected with the virus and life will be endangered. Thus, as a result of this majority of the people was having fear of getting infected and as a result of these sales of the hospitality companies reduced.

Theme 2: Recovery process and tactics for hospitality companies with respect to pandemic

In accordance to the views of V?rzaru, Bocean and Cazacu, (2021) there are much different kind of recovery strategies which needs to be followed by the companies in order to improve the business post pandemic. With regards to the hospitality industry major recovery strategy used within attracting the customer post pandemic was the improvement of sanitization process and system within the working. This is particularly necessary because post pandemic use of sanitization has been emphasized. In case the hotel or the other hospitality will not be having effective sanitization then it will impact the working of the business and will not attract more customers.

On the other hand otiadis, Polyzos and Huan, (2021) argued that another major strategy of the week every technique includes making changes within the advertising technique. This is particularly because of the reason that post pandemic make the people have become more conscious for coming to the places. This making changes within the advertisement and related services according to the national and international market is very necessary. This is particularly necessary because when the advertisement will include all the latest aspect relating to the pandemic then it will definitely attract consumers in better and effective manner. In addition to this another measures strategy for recovery post pandemic includes providing the facility of personalization to the consumers. This is another strategy which will definitely attract the majority of the customers. It is particularly because of the reason that when the customers will be able to customise the product or service according to their requirement then it will attract them easily in effectively.

Theme 3: Role of recovery strategy for improving business

Within the development of the business post pandemic make the recovery strategy played a major role in improve in the business. In the views of Hosseini, Paydar and Hajiaghaei-Keshteli, (2021) this is particularly because of the reason that the business needs to be improve post pandemic make otherwise the business will shut. That it is very necessary for the business to improve the working efficiency post pandemic. For improving the working efficiency post pandemic the role of recovery strategies very essential. This recovery strategy provides guidance to the companies in how they can improve the business post pandemic developed. Along with this, recovery strategy also helps the business and improving their working efficiency and the operational efficiency. This is particularly because of the reason that it will guide the employees that how optimally they can work and as a result of this cost will be saved and the working will be improved. Post pandemic make the cost of working as also be an increased. In case there will be some reduction within the working cost by the use of different recovery strategies then it will be beneficial for the business to recover from the pandemic fast.

METHODOLOGY

Research type

The type of research is defined as the way through which the whole study is accomplished and the objectives are attained. The research can be undertaken with two different methods that are qualitative and quantitative. The former relates to use of qualitative information relating to the research topic (Snyder, 2019). On the other hand latter includes the use of numeric facts and figures relating to the study topic. In the present case of evaluating the recovery strategies post pandemic the use of qualitative study is undertaken. This is particularly selected by the researcher because it provides a wider range of theoretical data relating to the study and assist in deciding the future recovery strategies for improving the business and its status.

Research approach

The approach to the research is defined as the policies and procedures which underlies the selection of methods in order to complete the objectives of the study. In general there are two different kinds of approaches which can be used by the researcher that is inductive and deductive. The former relates to the setting up of aim and objective relating to the study. Whereas the latter includes the formulation of hypothesis and directing the whole study in proving the hypothesis correct. In order to attain the current objective of recovery strategies post pandemic the use of inductive approach is undertaken. It is particularly used as the aim and objectives help in a completion of the qualitative study effectively and efficiently.

Research philosophy

The research philosophy is defined as the steps which are followed by the researcher in orders to accomplish the objective of the study. There are two different kind of philosophy which can be used which includes interpretivism and positivism (Newman and Gough, 2020). In order to accomplish the objective of the current study the use of interpreterism will be made. This is particularly because of the reason that it provides theoretical knowledge and is much beneficial in case of current qualitative study.

Data collection

Moreover for the success of this study it is very necessary that appropriate data is used for the attainment of the objectives of the study. This is particularly necessary because the whole study is based on the data and its evaluation. The data can be gathered from two different sources that is primary and secondary (Al-Ababneh, 2020). In the current study based on evaluating the recovery strategies post-pandemic the use of primary and secondary data is used. The reason behind this fact is that the topic is recent and the primary data is also gathered with help of questionnaire. Along with this, the secondary data is used in form of gathering data from books journals and articles relating to the recovery strategies currently used.

Sampling

The sample is defined as some people selected from the whole population for gathering the data. In the present case, evaluating the recovery strategy a total of 20 employees of management team is selected from Hilton. The employees of managerial team have been selected to gather the data as they have complete knowledge relating to the decision taken for reviving the business soon.

Data analysis

After the collection of the data it is very necessary that the data is analysed and evaluated effectively. This is particularly because of the reason that when the gathered data will not be effectively used then it will result in not attaining the objectives of the study. Thus, for evaluating the data gathered from books and journals the use of thematic analysis undertaken. Within the thematic analysis the objectives are converted into different themes and then the related data and information is evaluated with the views of different authors. The thematic analysis is useful and beneficial for the researcher as it provides a deeper understanding relating to the subject matter and views of different authors is also analysed and evaluated.

Ethical consideration

Moreover for the success of the study does also very necessary that the ethical considerations are taken into account. This is particularly because of the reason that when they study will not be ethical then the outcome will not be effective. The major ethical consideration during the current study included gathering date of from the copyright sources only. This is particularly necessary because there is lot of data which is available over the internet. And it is the responsibility of the research that the effectively select the appropriate source and then gather the date of from that source. Along with this another article consideration made during the study includes keeping the different sources confidential from where the data has been gathered. This is particularly necessary because the confidentiality during the studies much important and in case it is not appropriately done than it impact to the attainment of the objects to a great extent.

Reliability and validity

For the study to be successful it is very necessary that the studies conducted in reliable and valid planner. For ensuring the reliability of the study the data after 2019 has been selected. The older data does not provide the accurate results and as a result of this all the latest data has been used. Along with this for the validity the proper references are being provided for authenticating the data and the information used within the study.

Research limitation

During these study to be accomplished those different limitations which are faced by the researcher for accomplishing the study. The major limitation faced by the researcher was the time constrained. The time provided to a complete the objectives of the current study were very limited. But then also the researcher with help of good time management skills was able to evaluate the data effectively and attain the objectives of the study. Along with this, another limitation which the researcher face is limited resources (Greening, 2019). This was another limitation which the researcher faced while conducting the study. But with good allocation skills the distribution of resources was done among all the employees of the companies effectively. This is particularly necessary because the limitation impacts the working in negative manner and in case it will not be undertaken effectively then it will be impacting the overall attainment of the objects of the study.

Findings

Theme 1: Yes, there is awareness present relating to the impact of pandemic over the tourism industry.

Interpretation: With the help of the data gathered from 20 respondents with help of questionnaire it was evident that there is awareness present that pandemic has impacted the working to a great extent. in the views of 90 % of respondent it is evident that there is huge impact create by the current pandemic over the working of the tourism and hospitality sector. The reason underlying the fact is that pandemic has hit the whole economy and major impact was created over the hospitality sector. On the other hand, remaining respondent stated that they are not having awareness relating to the impact of pandemic over working.

Theme 2: Negative impact is created by the pandemic over the working and operation of tourism sector.

Interpretation: with regards to the data collected from 20 respondent it was seen that majority of them that is 95 % stated that the negative impact is created by the pandemic over working of hospitality industry. This is pertaining to the fact that due to the pandemic, the business was shut and as a result of this the working of the company was affected to a great extent. On the other hand, the remaining 5 % stated that it has created a positive impact. In support of this Škare, Soriano and Porada-Rocho?, (2021) stated that the pandemic has created only a negative impact on the working of the company. This is because of the reason that due to the pandemic there was an economic shutdown and as a result of this the business was affected. Due to the lockdown people were not allowed to travel to other places and as a result of this the working of hospitality sector to a great extent.

Theme 3: Yes, the company is trying to implement the different steps and strategies for recovery from the pandemic.

Interpretation: By evaluating the primary responses gathered from 20 respondents it is evident that companies within hospitality sector is taking measures to improve the performance of the company. This is agreed by 75 % of the respondent that they must try to improve the working post-pandemic so that sales of the business increases. On the other side, the remaining respondents stated that they are not implementing any of the strategies for the recovery of the business. For the revival of the business post-pandemic, it is very necessary that the business tries to revive its position so that it can start earning profits again and try to improve its profitability.

Theme 4: All of the above includes the different recovery strategies to which the hospitality companies comply.

Interpretation: On the evaluation of the data gathered from 20 respondents that there are different strategies which are used for recovery of the business post-pandemic. As agreed by 60 % of the respondent it is clear that all of the above are the major strategies which are used by hospitality companies for improving business after the pandemic. All of the above includes different strategies like using sanitisation, focusing on social distancing arrangements, facility of personalisation and many others. On the other hand, the remaining respondents agreed to these strategies on an individual basis. In the views of Kitamura and et. al, (2020) the use of different types of strategies is very necessary as it provides a base for the effective recovery of the business post-pandemic. These strategies will guide the employees of Hilton in reviving the business post-pandemic and as a result of this the working of the company will be improved.

Theme 5: Yes, the recovery strategy has a crucial role in attaining the objectives of the business.

Interpretation: With the analysis of the data gathered from 20 respondents it was evident that recovery strategies play a crucial role in the attainment of the business objectives. This is very necessary for the reason that when the strategies are used they automatically improve the working of the company that is Hilton. The reason underlying the fact is that these recovery strategies improve the working of the company and provide a base for the company to grow and develop. Thus, it is very crucial for the companies belonging to the hospitality sector that they try to implement the different recovery strategies so that the business working can be improved efficiently and effectively.

Theme 6: All of the above is the major role which recovery strategies play in order to improve the business post-pandemic.

Interpretation: with the evaluation of the data assimilated from 20 respondent it is clear that the use of recovery strategy is very important for the success of the business. This is pertaining to the fact that when these recovery strategies are used then it provides direction to improve the working of the company. As agreed by 65 % of the respondents from Hilton stated that all of the above are the reasons for which recovery strategy will be used for the effective working of the company. The major reason for using it includes that it provides direction for improvement within the business and also helps in reallocating resources. Along with this, it will assist in including all the recent changes post-pandemic within the working of the company. In addition to this, the remaining respondent assented with the facts individually. In support of this Volgger, Taplin and Aebli, (2021) stated that the use of recovery strategy is very important. This is pertaining to the fact that when the effective recovery strategy will be used then automatically it will improve the working of the business and will be providing a direction for the improvement of the company and its services post-pandemic.

Conclusion

In the end it is concluded that the current pandemic has impacted the working of the hospitality sector to a great extent. The major impact created by the pandemic was negative over the performance of the hospitality sector. Along with this study highlighted that setting up of aim and objective is very necessary for providing a better direction to the study. Hence the use of a aim and objective was assistive to the researcher in accomplishing them easily and effectively. Along with this literature review concluded that the recovery strategy needs to be used effectively so that the business can revive the working and improve themselves post pandemic. It was evaluated that different recovery strategies include installing sanitization system working on advertising strategy and many others. In addition to this, research methodology section outline that the use of qualitative study was helpful in developing theoretical knowledge. Moreover the use of secondary research was effective as compared to the primary one. Further with the help of the data analysis section, it was evaluated that the use and compliance with the recovery strategies post pandemic is very necessary. The reason underlying the fact is that these recovery strategies provide the direction to the company that how they can manage their working and try to attain objectives of the business. In addition to this, the study also concluded that effective use of sanitization system is helpful for improving the business and its efficiency effectively. More over different strategies were also outline for improving the working of the other companies.

Recommendations

With the above evaluation it is evident that the pandemic has created many different kind of negative impact over the performance of the company. This is particularly because of the reason that the pandemic resulted in economic shut down and as a result of this the businesses and its working also reduced. Thus, some of the recommendation for the company and the researcher for improving the current study are as follows-

The first and foremost Recommendation to the Hilton is to effectively research within the market. This is particularly necessary because there are frequent changes within the need and requirement of the customers. Hence, when the company will be effectively researching within the market then they will be able to get user the needs of the people coming. In addition to this another recommendation provided to Hilton includes providing of effective training to the employees working within the company. This is particularly necessary because there are many different technological advancement post pandemic like the use of AI, robotics and other within the working (V?rzaru, Bocean and Cazacu, 2021). Thus, it is recommended to the hospitality sector that they must effectively provide training to employees relating to all these elements so that the working can be improve post endemic. In addition to this another recommendation to the researcher for improving the current study is to focus on using quantitative information and facts and figures is well. This is necessary because the facts and figures make the study scientific and the result are more accurate and precise. Thus, it is the responsibility of the researcher that they must undertake the use of quantitative information as well relating to the research topic.

Reflection

Reflecting on effectiveness of research methods

The present study is based on the use of qualitative research type for accomplishing the objectives of the study. With the above evaluation of the whole study does evidence that the use of qualitative studies very effective. This is particularly because of the reason that it is very easier and simple to attain the objectives of the study with help of the qualitative aspect. It does not include the use of numbers of facts and figures relating to the research topic. Thus, ultimately it improves the overall attainment of the objective of the study and accomplishment of the aim. Hence, this method assisted in proper and effective accomplishment of the objectives of the current study. In addition to this for the data collection the use of secondary source was undertaken.

The use of secondary source is very helpful for accomplishing the objectives of the study well. The reason underlying the fact is that the secondary resource includes the evaluation of the existing data such as use of books, journals and articles relating to the research topic. This ultimately provides a wide range of data which is authentic and useful. The data has already been used in some other studies and as a result of this it ensures that are the data is accurate and authentic. Moreover the use of thematic analysis was also effective and attaining the objectives of the study. This is particularly because of the reason that thematic analysis includes the creation of different themes and as a result of this overall working is improved. More over it assisted in effective accomplishment of the objectives of the study and the attainment of the overall aim of the study.

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Alternative research methodology and lessons learned

With the further evaluation of the whole study it was analysed that there are different other alternative research methodology which could have been used by the researcher. Instead of qualitative study researcher could have used the quantitative study. This is particularly because of the reason that the use of facts and figures would provide more scientific information relating to the study. Thus, it would have provided a wider base for attaining the objectives of the study and the aim as well. Moreover it is recommended to the researcher that as an alternative research method take could have focus on the gathering data from the primary respondent. This is particularly suggested because only depending over the secondary sources does not provide the accurate information. Thus, it is the responsibility of the researcher that they could have used the primary respondents as well for gathering the data.

Furthermore, the major lesson learned from the study was that the time management is very necessary. With the help of the current study I evaluated that all these steps are interlink with one another. In case the one stages is not completed on time then it will result in delaying the whole project. With the help of the current study I evaluated that the time management skill is necessary to be possessed by the researcher. Along with this I analysed that the communication skill has also been improved. This is particularly because of the reason that for gathering the data from the secondary sources and other related aspects the communication is very necessary. This is particularly because of the reason that without communication a person cannot live or undertake any work. Thus, it is the major learning from the study which have been learnt by me.

References

Books and Journals

• Al-Ababneh, M., 2020. Linking ontology, epistemology and research methodology. Science & Philosophy, 8(1), pp.75-91.
• Fernández, J.A.S., Martínez, J.M.G. and Martín, J.M.M., 2022. An analysis of the competitiveness of the tourism industry in a context of economic recovery following the COVID19 pandemic. Technological Forecasting and Social Change, 174, p.121301.
• Fotiadis, A., Polyzos, S. and Huan, T.C.T., 2021. The good, the bad and the ugly on COVID-19 tourism recovery. Annals of tourism research, 87, p.103117.
• Greening, N., 2019. Phenomenological research methodology. Scientific Research Journal, 7(5), pp.88-92.
• Hosseini, S.M., Paydar, M.M. and Hajiaghaei-Keshteli, M., 2021. Recovery solutions for ecotourism centers during the Covid-19 pandemic: Utilizing Fuzzy DEMATEL and Fuzzy VIKOR methods. Expert Systems with Applications, 185, p.115594.
• Kitamura, Y., Karkour, S., Ichisugi, Y. and Itsubo, N., 2020. Evaluation of the economic, environmental, and social impacts of the COVID-19 pandemic on the Japanese tourism industry. Sustainability, 12(24), p.10302.
• Lu, J., Xiao, X., Xu, Z., Wang, C., Zhang, M. and Zhou, Y., 2022. The potential of virtual tourism in the recovery of tourism industry during the COVID-19 pandemic. Current Issues in Tourism, 25(3), pp.441-457.
• Newman, M. and Gough, D., 2020. Systematic reviews in educational research: Methodology, perspectives and application. Systematic reviews in educational research: Methodology, perspectives and application, pp.3-22.
• Škare, M., Soriano, D.R. and Porada-Rocho?, M., 2021. Impact of COVID-19 on the travel and tourism industry. Technological Forecasting and Social Change, 163, p.120469.
• Snyder, H., 2019. Literature review as a research methodology: An overview and guidelines. Journal of business research, 104, pp.333-339.
• V?rzaru, A.A., Bocean, C.G. and Cazacu, M., 2021. Rethinking tourism industry in pandemic COVID-19 period. Sustainability, 13(12), p.6956.
• Volgger, M., Taplin, R. and Aebli, A., 2021. Recovery of domestic tourism during the COVID-19 pandemic: An experimental comparison of interventions. Journal of Hospitality and Tourism Management, 48, pp.428-440.
• Zhang, H., Song, H., Wen, L. and Liu, C., 2021. Forecasting tourism recovery amid COVID-19. Annals of Tourism Research, 87, p.103149.