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The Impact of Covid-19 on The Hospitality Sector In The UK

University:

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  • Level: High school
  • Pages: 49 / Words 12156
  • Paper Type: Dissertation
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  • Downloads: 981
Question :

This assessment will cover the following questions:

  • Travelodge is a hotel chain around the world. Critically analyse and review literature pertaining to the topic area selected for the overall research aim and objectives of the Dissertation
  • Evaluate the performance of the primary research tool and identify the weaknesses in the design, execution, and findings produced by the research tool and make recommendations for future research opportunities.
  • Critically elaborate the primary research findings in relation to theories and concepts to arrive at a set of evaluative conclusions and recommendations, where required.
  • Demonstrate and explain transferable skills including time management, project management, listening, negotiation, written communication skills, independent learning, and advanced research skills necessary in the Travelodge organisation.
Answer :
Organization Selected : Travelodge

INTRODUCTION

Overview of The Topic

The present dissertation is based on identifying the impact of COVID-19 on the performance and productivity of the hospitality industry. All industries have faced challenges in the tough time of pandemic but the hospitality industry is one of the industries that has faced severe loss in the tough time of pandemic (Sanjeev and Tiwari, 2021). COVID-19 has badly hit the growth and performance of UK hospitality industry and it becomes challenging to attract and retain the customer towards the brand (Tiwari and Sanjeev, 2021). The hospitality industry faces severe issues due to the pandemic as government-imposed lockdowns and travel restrictions in order to prevent the spread of disease. The pandemic has created a huge impact on hospitality companies on the basis of revenue and supply chains (Johnson, Thompson and Paul, 2022). The industry has also taken decision to shut down hotels and restaurants so that they reduce the impact of COVID-19. Therefore, the hospitality industry includes a large number of employees and customers which increases the potential for exposure to and spreading of infections (Lim and To, 2022). There are various challenges faced by the hospitality sector in order to manage the overall performance and productivity of the business.

Background of The Company

The chosen company for this research is Travelodge, it is a private company that operates hotels throughout the UK. The brand was founded on 1973 and also considered as UK's largest independent hotel brand. The mission of Travelodge is to deliver affordable travel for everyone at low cost which helps in attracting large number of customers towards the brand. Travelodge is successful as it focuses on improving the standard room product and also use effective revenue management to optimise the balance between occupancy and rate growth. The values which are provided by Travelodge are building competency, innovation, and teamwork.

Research Aim

To identify the impact of COVID-19 on the performance and productivity of UK hospitality sector, A Study of Travelodge

Research Objectives

  • To determine the influence of COVID-19 on the performance and productivity of UK hospitality sector
  • To examine the challenges faced by Travelodge while managing the performance and productivity of business in COVID 19
  • To identify the strategies for overcoming the influence of pandemic on the performance and productivity of Travelodge

Research Questions

  • What is the influence of COVID 19 on the performance and productivity of UK hospitality sector?
  • What are the challenges faced by Travelodge while managing the performance and productivity of business in COVID 19?
  • What are the strategies for overcoming the influence of pandemic on the performance and productivity of Travelodge?

Research Rationale

The rationale behind conducting this research is to identify the impact of pandemic on the overall performance and productivity of UK hospitality industry. COVID 19 has influenced the growth and performance of hospitality industry due to which it becomes challenging to generate profit and attract more and more customers (Beckman and Morse, 2020). The pandemic has also created an impact of the performance of the employees as they were not able to contribute their best efforts in the tough time of pandemic. The chosen topic provides a great knowledge to reader by offering them information related to the pandemic and its influence on hospitality industry. While doing this investigation, the two major perspective of the researcher will be accomplished.

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The personal perspective of the researcher will be accomplished as they will learn more about the influence of COVID 19 on the business performance and productivity. While collecting the information related to the chosen topic, the skills of the researcher will be enhanced including presentation skills, analytical skills, research skills and many other skills which helps in achieving personal perspective. On the other hand, the professional perspective of the investigator will be attained as they learn about the strategies through which the influence of pandemic can be overcome from the performance and productivity of business which will be beneficial in the job role of the researcher. Thus, this study provides detail information about the impact of pandemic on the UK Hospitality industry along with the accomplishment of personal and professional perspective of researcher.

Problem Statement

The problem which is identified within this research is that company faces various issues in the tough time of pandemic which creates an impact on the overall efficiency and productivity of business (Dube, Nhamo and Chikodzi, 2021). It becomes difficult for the hospitality companies to survive in the tough time of pandemic. This research is helpful in identifying the problem which are faced by the company in managing the performance of hospitality company during pandemic situation.

Significance of The Research

This research is beneficial as it focuses on providing the influence of pandemic on the growth and performance of hospitality industry in pandemic situation. The present research is important for the researcher, company and students. In respect of the researcher, this investigation is important as it provides information related to the different research methods which can be used by the researcher in order to obtain the information related to the chosen topic. The investigator will use this study as one of the secondary sources for accomplishing their investigation (Jang, Kim and Lee, 2022). On the other hand, this research is also useful for the students as they can grab the knowledge related to the impact of COVID 19 on the business performance so that they can use this study for the accomplishment of their academics. This investigation is also helpful for the companies as they can know the about the different strategies which helps in reducing the impact of the pandemic on the performance and productivity of the business. By adopting the different strategies, organisation can mitigate the negative impact and also improve their business growth in post pandemic.

LITERATURE REVIEW

What is The Influence of COVID-19 on The Performance and Productivity of UK Hospitality Sector?

According to the point of view of Panzone, Larcom, and She (2021) hospitality sector of UK has been hit hard by the Covid-19. It is created high impact on the performance and productivity of UK hospitality sector which is decreased due to Covid-19. It is decreased the turnover growth of the UK hospitality sector that is the tough challenge for the hospitality sector. Covid-19 was the situation which creates many issues and challenges for every industry or sector. In relation to UK hospitality sector, the impact of Covid-19 affects the hospitality sector financially, operationally that is reduce the productivity and performance as well. The influence of Covid-19 crisis is creating many health issues for the peoples which affects the public's health. The impact of Covid-19 includes high unemployment, governments rules and regulations and many more. The pandemic situation of Covid-19 decreases the growth of the industry and also reduce the profitability.

It is changing the consumer behaviour towards the industry which is the loss for the hospitality sector. The impact of Covid-19 affected the sector by government's rules and regulation which was created for the public's health and safety. During the Covid-19 government created some rules & regulation such as shut down everything including shops, restaurants, hotels, gym, swimming pools, theme park, movies theatre and many more which is affected the hospitality sector because they have to follow the rules of government. Covid-19 was the toughest situation because it is spread all over the world. It is destroying the nature of the environment. The impact of Covid-19 on the performance and productivity of UK hospitality sector affects effective working of the employees that is the big issue for the industry (Bryson, 2021). changing behaviour of customers reduce the productivity of the industry. The impact of global pandemic affects the overall industry and its operation which is the biggest issue for the industry. It was a long-term situation that is affect the industry's turnover and growth as well. The situation of Covid-19 was the sudden situation which was drastically changed and damage the industry's function and operation. The impact of Covid-19 directly affects the hospitality sector performance because there is no effectiveness in the industry.

The overall impact of Covid-19 was negative because hospitality sector hit hard by the global pandemic and it is also hit its all the area and function. During the Lockdown every person is on work from home which is impact on the workers well-being and productivity. It is changing the consumer perception towards the hotel industry because they are required more improved services. Hospitality sector of UK fallen down due to Covid-19 situation which is the big disadvantage for them. The impact of Covid-19 required high safety and security and it is not easy to recover it (Salem, and et.al., 2021). the Covid-19 impact is the negative impact on the UK hospitality sector that is reduce the productivity and performance of the industry.

As per the view of Maslakçı, Sürücü, and Sesen (2022) the influence of Covid-19 on the performance and productivity of UK hospitality sector is overall negative because it is creating many issues for the industry. The Covid-19 situation hits hard the industry and its business functions and operations. This situation was the difficult situation for every industry and sector because it is reduced overall growth due to low performance of industries. In relation to UK hospitality sector, the Covid-19 is created many challenges for the industry which affects overall growth and productivity. The impact of Covid-19 changed the consumer behaviour and increase their demand to increase the level of services.

The impact of COVID-19 reduced the profitability of the industry because during the Covid-19, employee is not working properly which missed their effective performance for the industry. Many people lost their jobs which is increase the unemployment (Vo-Thanh, and et.al., 2022). Covid-19 is one of the most difficult parts for everyone because it is reducing overall economy and its growth. UK hospitality sector is affected by the Covid-19 which reduces its productivity and performance. The situations of Covid-19 impact on the employees and worker which reduced their effective performance. The impact of Covid-19 crisis is the toughest situation which is spread all over the worlds. It is affecting the employees, consumer behaviour, performance, productivity, profitability, growth, production and many more. UK hospitality industry affects by the Covid-19 crisis which is creating issue for their business performance and productivity. After Covid-19 it is difficult to overcome from the crisis for the UK hospitality industry. It is the situation where government has taken the decisions for the public and their health and safety, they making some rules such as lockdown, shutdown everything which is impact on the profitability of the UK industry.

The Covid-19 influence the performance and productivity of the UK hospitality industry because of poor working of the employees (Criscuolo, and et.al., 2021). During the Lockdown, nobody can go outside because Coronavirus can affect their health and safety. After the Covid-19 many people are afraid to go outside from their home so it is difficult for the UK hospitality industry to make them believe that everything is safe and secure. There is lack of guest in the market which affects the productivity and profitability of the hospitality industry. These all impact of Covid-19 affects the performance and productivity of the UK hospitality industry which is the issue for the whole industry. The crisis of Covid-19 is the difficult situation which directly impact on the business and reduces its productivity and performance.

What are The Challenges Faced by Travelodge While Managing The Performance and Productivity of Business in COVID-19?

In the opinion to Shipman, Burrell, and Mac Pherson (2021) there are many challenges faced by the Travelodge in managing the performance and productivity of business during the Covid-19. It was the one of the most challenging and difficult situations that was spread in all over the world. It is the situation where government ruled for the people's safety and health to closed everything for the while. For overcoming from the situation, government announced Lockdown where no one able to go anywhere. In relation to Travelodge, they faced many challenges such as in hiring and retaining the staff, changing in marketing dynamics and trends, rising the daily consumable cost, housekeeping issues, operational issues, data security issues, irregular cash inflows, changing the guest expectations and behaviour and many more.

These all challenges affected the overall hotel and its operation hardly. They also faced some financial issues because during the Covid-19, it is reducing the economy growth and profitability. It is difficult to face all the challenges suddenly because it is created many barriers. It is difficult to overcome from the situation for the hotel. It is reducing the number of guest because no one wants to allow go outside from their home. It is creating many trusts issue in people because they all are required the hygiene services. It is difficult for the Travelodge to satisfy their guest because the situation of Covid-19 changed the consumer's behaviour and perceptions. It is creating the issues in engaging the employees during this situation because it is created the unemployment. It is reducing the profitability and productivity of the hotel because there is no high skilled employees and workers within the hotel. During the Covid-19 there is the poor customer satisfaction because Travelodge hotel failed to satisfy them (Luo, 2021). There are different people has different demand during the Covid-19 so, it is not possible for them to fulfilled everyone's needs and wants. These all challenges have been faced by the Travelodge which affects its operations and functions. Managing performance and productivity in business during the Covid-19 is so difficult for the Travelodge because there is so many issues and challenges which are creating barriers to overcome the crisis of Covid-19.

This situation was drastically changed the overall hotel and its performance due to this it is impact on their profitability and productivity. The situation of Coronavirus reduced the comfort zone of peoples and it is changing their perception towards the hotel and its services which is the biggest disadvantage for the Travelodge. It is not easy for them to serve the accurate services to their guest and fulfilled their needs because during the Covid-19, it is increasing the consumer's demand (Kassema, 2020). the impact of Covid-19 in managing the performance and productivity of Travelodge is difficult because there is low performance of employees which is reduce the hotel growth and performance as well.

As per the point of view of Park, Jeong, and Chai, (2021) there are many challenges during the Covid-19 situation that is faced by the Travelodge in managing their business performance and productivity. They faced that there is no public after the Covid-19 situation because still people are afraid to the Crisis of Covid-19. The Covid-19 situation creates many financial issues that affects the profitability. There is poor performance of employees which affects their effective working. The challenge of Covid-19 creates unemployment which is faced by the Travelodge in employee engagement. They faced that there is many rules and regulation in order to public’s health and safety which is created by the government. Government announcing Lockdown and shutdown everything so, they had to shutdown their hotels that affects on the profitability of the hotel. It is created many trust issues between customers and hotel’s services because after covid-19, customer change their behaviour and demand and they want high level services but this is not possible to serve everyone according to their demand. They faced that there is lack of productivity within the hotel because of poor working of employees which affects performance and growth of the hotel. They faced that after the government rules and regulation there is no public or person who wants to stay in the hotel (Schislyaeva, and Plis, 2021). They faced that there is no effectiveness and profitability in the hotel. The impact of Covid-19 creating the big challenges to UK hospitality sector which affects overall functions and operations of Travelodge.

These challenges have been faced by the Travelodge during the Covid-19 where they are failed to manage their performance and productivity of the business. They faced that there is different type of guest demand. They faced that consumer wants high quality services including good quality food, hygiene services, neat & clean everything and many more. During the Covid-19 situation, it is creating huge impact on the business performance of the Travelodge because it is reducing due to low performance of the employees. They faced that employee are not working properly and not giving their best for achieving the goals of the hotel (Mollenkopf, Ozanne, and Stolze, 2020). Global pandemic is the difficult situation that is faced by every person or company. In context to Travelodge, Covid-19 hits hard the overall hotel’s performance and productivity by reducing the number of customers or guest. They faced that there are many financial issues because of pandemic. They faced that many people are not able to come to the hotel because they are still afraid of Covid-19 crisis. It is creating challenges for the employees because due to Covid-19 many people are lost their job. It is changing the consumer behaviour and nature which affects on the hotel’s performance because people are not giving the positive feedback during the Covid-19. The impact of Covid-19 changes the overall system and process of the Travelodge which affects on its business performance and productivity. These all challenges of Covid-19 is the disadvantage for the hotel and their services which is faced by its employee, consumers or guest, managers and every person of the hotel or staff.

To Identify The Strategies For Overcoming The Influence of Pandemic on The Performance and Productivity of Travelodge

According toSutarto, Wardaningsih and Putri, (2021), during the time of Covid-19, most of the things have changed from the people to their workplaces. Pandemic plays a major role in relation to affect the level of productivity and performance in hospitality sector. The company can also provide support such as financial and psychological support in order to reduce the adverse impact of the Covid-19. That is why creation of a safe workplace should be the main priority. That will lead to elevate the level of efficiency and output and in those proper policies will be provided along with the guidelines (Chanana, 2021). The chosen company has always taken care of its employees that is why it keeps on checking the workplace and makes sure to keep it clean that tend to maintain the proper balance at the working environment. Various meeting regulations were also updated as meetings comprises of various people that could lead to increase the effect of Covid-19. Along with it, the company made sure that crisis management is there in the company which main task is to take care of such unforeseen situations.

A business crisis is seen as an occurrence that significantly affects the firm's success and has the ability to destroy the operations and reputation of the company. Planning for such events is crucial because they could be internal or external. The process of planning for and handling any stormy or unanticipated emergency situations that have an impact on the organisation, stakeholders, customers, and revenue is known as crisis management. As a result, crisis management is seen as an essential part of any company and numerous external environmental concerns must be taken into account by all enterprises operating in the hospitality industry. For instance, Covid-19 has resulted in loss as a result of Covid-19 during any unplanned incident in the year 2020. Modern digital technology integration and crisis management, particularly in the hospitality sector, are closely intertwined. As a result of digital transformation, all company divisions must incorporate digital technology (Gukasyan and et.al.,2022).

As said by Yadav, Kar and Kashiramka (2021), the COVID-19 has a severe financial and operational impact on the UK hotel sector, which affects productivity and performance. In the previous time, there have been various issues and crisis that adversely impacted the hospitality industry. There are various issues which are faced by the chosen company in relation to its performance and productivity. That is why there are various ways which can be used to reduce the adverse impact on the company. Such as the company is advised to implement the effective communication among the employees. Also, the company can also provide flexible working hours to the employees so that the work can be managed easily. Along with it, the chosen company is required to make an appropriate budget for the purpose of allocation of numerous creativities in the workplace transformation. Further, adopting major know-hows will allow the company in order to transform its way of operating. Due to which the company will be focused on to bring major changes in the management and also training the employees. Similarly, the management will be required to build a healthy bond with the employees so that they will involve and participate in enhance the level of productivity (Mattera, and et.al.,2021). People and organisations all across the world have had to adjust to new ways of living and working. All areas were impacted by the pandemic's spread, and the digital transformation is viewed as complex since it requires a variety of tools, techniques, and software programmes to manage the company's transformational activities in order to minimise the adverse impact.

The entire universe has been affected as the COVID-19 has changed business practises and upended the entire world. The families, careers, health, and happiness of everyone are also suffering as a result. A variety of activities need to be taken in order to lessen the pandemic's consequences. Due to social distance standards and state-wide lock downs, which had a significant influence on people's lives, the Covid-19 pandemic has also made the use of digital technology vital. Business practises have been impacted by COVID-19.

As per the view of Khan, A.R., Piprani and Yu (2022), due to the rising demand from customers, it would be difficult for them to provide correct services and meet their expectations at COVID-19. Due to the fact that poor staff performance also hinders hotel expansion and performance, it is difficult to predict how Covid-19 will affect Travelodge's performance and productivity. The company must engage with the customers that can be increased by improving the level of involvement of the customers in the company. As there are various channels which are available for the company which keeps the customers on the priority. Such priority will lead to increase the generation of profit and reduce the negative impact on the company due to pandemic. The company can also focus on making a communication strategy that comprises of social media too. COVID-19 has had a significant negative influence on the hotel sector in the UK. The performance and productivity of the hotel business in the UK are significantly harmed by Covid-19. The decreasing increase in turnover in the UK market is the hardest challenge facing the hotel industry. Covid-19 was the event that caused a variety of issues and challenges for any business or industry (Montoya-Torres, Muñoz-Villamizar and Mejia-Argueta, 2021).

As the people are experiencing a variety of health issues as a result of the COVID-19 disaster globally, which is having an effect on public health as a whole. Some of COVID-19's impact comprises of high unemployment, governmental legislation and prohibitions, among other things. Industry growth and profitability have stalled as a result of the Covid-19 pandemic problem. The change in consumer behaviour toward the sector is a loss for the hospitality business. Because of COVID-19, the sector was affected by government laws and regulations that were designed for the general public's health and safety. The Covid-19 government's rules and restrictions, which demanded that everything be shut down, including shops, dining establishments, lodging facilities, gyms, swimming pools, amusement parks, theatres, and more, had an effect on the hospitality business. The company and the management must successfully complete various tasks in order to deliver good and valuable results. That is why the project manager must first design the project before properly arranging and monitoring the operation in order to get the intended outcomes and speed up the company's growth. In that process, due to pandemic the digital technology has changed the way businesses are run in the current world and offers the firm several benefits when utilising it.

The pandemic has disrupted the business as a whole thus in order for the company to work better, Covid-19 has caused a number of implications. Because the pandemic event dramatically altered people's lives and placed a burden on management. The majority of individuals had difficulties as a result of it and they will face challenges in a variety of ways as they adjust to the post-COVID business climate. In order to improve the efficiency of the company's operations, the malmanagement are accordingly demanding more from the transformation projects. Additionally, the business has access to a variety of resources and industry knowledge, which may open up a lot of opportunities. Also, there are many methods to use digitalization to enhance the overall performance of the organisation. It plays a crucial part in how businesses operate since the idea of transformative workplace activities is not new, all firms are using this culture to transform all of their services or operations. The IT department no longer bears sole responsibility for a successful digital transformation; rather, cultural change is needed throughout the entire organisation. All these things will generate various ways to reduce the adverse impact of the pandemic. People and organisations all across the world have had to adjust to new ways of living and working. All areas were impacted by the pandemic's spread, and in that digital transformation is viewed as a helpful element and it requires a variety of tools, techniques, and software programmes to manage the company's transformational activities. Modern technology that includes things such as social media, apps, and cutting-edge gadgets and is gaining popularity on a global scale. Customers prioritise enhancing people's quality of life more highly because they prefer straightforward solutions over complex ones. Because of its linkages to numerous industries, such as manufacturing, healthcare, government, and retail, the workplace must undergo a digital revolution (Ngo, Tran and Tran, 2021). As a result, one of the main objectives of the digital transformation is to enhance the client experience through the use of cutting-edge technology.

Given that a successful workforce depends on a variety of factors, including technology, procedures, and management, it can be concluded from the foregoing that workplace transformation is one of the concepts that every organisation uses to maintain the efficient running of its operations and activities after the pandemic. The workplace transformation creates a flexible work environment that enables employees to fully participate to the success of an organisation. Modern technology is used by businesses during the workplace transformation process to do tasks quickly and efficiently. COVID-19 was one of the events that had a negative impact on the organization's operations and activities.

Research Methodology

The researcher will use Saunder’s research onion framework, which has numerous levels, to organise the collection, evaluation, and explanation of data (Alameeri, Alshurideh, M.T. and Kurdi, B.A., 2021). The term "research methodology" can also refer to a group of tools used to gather and analyse the relevant data. It also enables the reader to judge the overall reliability of the material. In that situation, the procedure includes a variety of data collection tools, in-depth observations, and statistical analysis. Research methodology is defined as the proper and right combination of techniques which are used to collect and analyse data on a particular subject, enabling the reader to judge the overall accuracy of the content. This methodology, which is an essential part of the research project since it helps the researcher develop the processes for data analysis, includes appropriate steps for analysing information about a subject. Numerous methods for data collection, statistical analysis, and general observations are included in these procedures. Additionally, it will make it possible for the researcher to carry out the subsequent phases of gathering, understanding, and analysing information-

Research Philosophy

Research philosophy is the main element of the research methodology which helps the researcher in gathering detailed information in an effective manner. There are two philosophical systems that make up research philosophy: positivism and interpretivism. Positivism philosophy is helpful in gaining factual information so that interpretation related to quantitative data can be done in an effective manner. Whereas interpretivism philosophy is based on deriving qualitative information in an effective and efficient manner in the selected topic. Both the research philosophy methods are important for the researcher in carrying out the current research in an appropriate and scientific manner. In this situation, the researcher will opt for the positivism philosophy because it is appropriate for analysing and evaluating the quantitative data. Another benefit is that it takes the applicability of the quantitative data into account (Qiu and et.al.,2021). This is also considered as a cost effective method in the given time period.

Research Approach

Deductive approach and research approach are phrases that are frequently used in the research approach. The deductive method will be used by the researcher because it only uses tried-and-true concepts for estimating and analysing quantitative data. Deductive approach is beneficial in studying the existing theories and hypothesis in an easy and effective manner so that detailed information about the selected topic can be attained by the researcher. Whereas inductive approach helps in testing new theories and hypothesis in an effective manner in order to maintain content reliability and validity of the collected information on the given topic. In order to conduct research projects more successfully and analyse concepts and hypotheses, it is characterised as a planned approach used by the researcher. It is also acknowledged as the most cost-effective method for enhancing data comprehension and analysis. Knowing when to accept and reject a hypothesis will be useful for the researcher in achieving the goals and objectives of the investigation. The primary advantage of the deductive method is that it only examines and analyses statistical facts and data.

Research Strategy

The current study focuses on the several problems that the selected organisation is now dealing with, and as part of their research strategy, the researchers will use the case study. The case study will let the investigator obtain information directly from the source in particular case. It also has the benefits of being inexpensive and gathering a tonne of information rapidly. Survey, action research, grounded theory, case study and interview are just a few of the multiple methodologies available. Survey research strategy is considered as the most suitable method that helps in collecting correct and authentic data from different number of respondents and their true view about the topic in order to attain research objectives properly. This is considered as the cost effective method that help in saving the amount of extra money that researcher spends in getting reliable information about the given topic for better research on the selected topic. For this reason, a survey was employed for the current study, and its main advantage is that it makes it easier to collect data by connecting with data sources (Song and Zhou, 2020).

Research Design

It is recognized as the researcher's choice and acts as the basis for market research, in which the researcher is free to use any procedures that are suitable for the circumstances. It is also defined as the frameworks selected by the researcher and divided into two groups, such as exploratory and descriptive. Descriptive research design method is helpful in studying the variable in the form of quantitative method on the selected research topic so that detailed information can be gathered. Experimental research design method is used when there are more two or more variables on the given research topic and exploratory research design is used when there is only one variable which has been studied in the following research objectives on the selected topic. The project claims that the ideal architecture is descriptive since it facilitates precise data analysis. On the other hand, the exploratory design, which will not be employed for the research, merely focuses on the research difficulties during the early stages of investigation.

Data Collection Methods

The two categories of data collecting are primary and secondary data collection methods. The main strategy for this study will be used by the researcher to collect raw data related to the proposed topic. Primary data collection method is used when the investigator wants fresh and raw data on the particular research topic in an effective manner as this data is not used earlier for helping in filing information within the questionnaire. Whereas secondary data collection method is used by the researcher many time and is regarded as used or second hand data on the selected research topic while carrying out the research on the particular topic. For which the researcher will develop a questionnaire for so that the 30 employees can provide information. However, a different process will be followed to access material that has already been made public. We'll use secondary sources like books, articles, journals, newspapers, and magazines for this (Vahdat, 2021).

Data Collection Instruments

Data gathering devices are the various techniques used to aid research. Tests, inventories, interviews, and questionnaires are some examples of these. All the data instruments are important for gathering information on selected research topic but for carrying out the current research questionnaire will be best suitable method. In the present carried on research, questionnaire is selected by the researcher because that helps in attaining appropriate and accurate information on the given topic.

Sampling

The two primary types of sampling are probability sampling and non-probability sampling. The current study employs probability sampling since all respondents will have an equal chance of taking part in the study. Probability sampling method is used for providing equal and fair chance to the respondent in giving right opinion on the selected topic in an appropriate manner. Whereas non-probability sampling method do not provide fair and equal chance to the respondents of being selected on the bias basis on the selected research topic. The researcher will select 30 people from the chosen company for sample. Sampling is the process of collecting data from the predetermined set of individuals. Random selection is used to pick the respondents for the sampling, and those selected for the study are given an equal and impartial chance. Researchers frequently choose probability sampling because it simplifies data collecting by utilising the random sample method.

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Reliability

The conclusions reached from the information were correct because it came from a reliable source. This knowledge will help in both anticipating the topic and thoroughly evaluating the outcome. This helps in dealing with the practices in an effective manner so that better productivity can be gained within the research and in maintaining the reliability and validity of the content on the selected topic. Maintaining the reliability of the research information so that their predetermined objectives and aim can be attained in an effective and efficient manner.

Ethics

The idea of ethics is one of the essential elements used to complete any study job in an ethical and methodical way. For instance, the researcher must consider a number of research ethics in light of the study. Including, but not limited to, confidentiality, data protection, minimization of unfair practises, respect for the individual, informed consent, justice, and many others. The researcher should follow ethics in a proper manner in order to protect the society in an effective manner. There are certain different norms, beliefs, morale and values which have been designed by the researcher in preparing the research study in order to maintain validity and transparency of the information that is derived. All of these crucial and useful research ethics ideas will be helpful to the investigator as they complete several activities associated to the dissertation successfully and morally. This will aid the researcher in reaching the specified goals and objectives (Yu, Park, and Hyun, 2021).  

DATA ANALYSIS AND FINDINGS

Frequency Distribution Table

Q1) Do you think outbreak of COVID-19 has created unprecedented challenges over hospitality industry of the United Kingdom?

Frequency

a) Yes

20

b) No

5

c) May be

5

Q2) Do you think, COVID-19 has created an impact on the productivity and performance of the UK hospitality industry?

Frequency

a) Yes

15

b) No

10

c) May be

5

Q3) As per your perspective, what is the effect of COVID-19 on the overall performance and productivity of the business within the UK hospitality industry?

Frequency

a) Reduced growth in the market

8

b) Decreased working efficiency of employees

9

c) Low profitability and productivity

6

d) High employee turnover

5

e) Low occupancy of guests

2

Q4) As per your perspective, what are the different challenges that Travelodge faces because of COVID-19 pandemic situation?

Frequency

a) Difficulty in assessing workplace

9

b) Keeping existing customers

6

c) Motivating and retaining employees

5

d) Building work life balance

2

e) Going digital for promoting products

8

Q5) Do you think Travelodge has seen decrease in their customer base and customer satisfaction due to emergence of COVID-19?

Frequency

a) Yes

25

b) No

5

Q6) Do you think advanced technologies have helped Travelodge to deal with the issues created due to global pandemic COVID-19?

Frequency

a) Yes

15

b) No

15

Q7) According to your perspective, what is the best way used by Travelodge to deal with the global pandemic COVID-19?

Frequency

a) Adopting social media marketing

6

b) Adoption of crisis management practices

4

c) Using advanced technologies

8

d) Self check-in and check-out

3

e) Implementation of proper refund system

2

f) Inclusion proper discounts, promotions and rates

7

Q8) Do you think that social media marketing assist Travelodge after outbreak of global pandemic COVID-19?

Frequency

a) Yes

20

b) No

5

c) Can't say

5

Q9) How does social media marketing assist Travelodge after outbreak of global pandemic COVID-19?

Frequency

a) Posting information about adopted policies of hygiene and sanitisation

9

b) Sharing pictures and videos of hotel

8

c) Sharing positive feedback

7

d) More insights about hotel

6

Q10) According to your perspective, what is the overall impact of social media marketing on hospitality industry after outbreak of COVID-19 pandemic?

Frequency

a) Positive impact

10

b) Negative impact

10

c) Neutral

10

Data Interpretation

Table 1: Outbreak of COVID-19 has Created Unprecedented Challenges Over Hospitality Industry of the United Kingdom

Q1) Do you think outbreak of COVID-19 has created unprecedented challenges over hospitality industry of the United Kingdom?

Frequency

a) Yes

20

b) No

5

c) May be

5

unprecedented challenges and this affects the performance

Interpretation: As per the above gathered data from the graph, it is interpreted that COVID-19 has brings several unprecedented challenges and this affects the performance and productivity of an organisation within the hospitality industry. This effects the working environment for employees and this decreases their working efficiency and capability towards achieving the business goals and objectives in an effective manner. There are 30 respondents that are selected by the researcher for carrying out the present research and out of them 20 respondents have said yes and agree with the fact that pandemic has bring down the sales of the company and affects the overall functioning of the business operations of the business within the hospitality industry. 5 respondents have said no and do not agree with the fact and they do not have much knowledge about COVID-19 and its overall impact on the services of the businesses. While 5 of them are in a neutral situation and need time to resolve things in a better way so that better action can be taken during the time of pandemic so that better productivity can be gained.

Table 2: COVID-19 has Created an Impact on the Productivity and Performance of the UK Hospitality Industry

Q2) Do you think, COVID-19 has created an impact on the productivity and performance of the UK hospitality industry?

Frequency

a) Yes

15

b) No

10

c) May be

5

impact on the productivity and performance

Interpretation: As per the data gathered from the above graph, it is interpreted that COVID-19 has created an adverse effect on the overall profitability and performance of the business within the hospitality industry. Hospitality industry is the most effected industry during COVID-19 because this reduces the staying accommodation within the hospitality industry. Due to certain travel restrictions the travellers are unable to move out of their houses and this makes the business in attaining less profits in the market. Out of the total of 30 respondents, 15 respondents have said yes and agree to the fact that they face problem with the pandemic situation that occurred instantly. 10 respondents have said no and do not agree with the fact and this makes the business situation difficult because they do not face much problem within the company as it is short term impact while 5 of them are not sure about the topic and do not agree with the fact as this diminishes their overall growth of the business in the hospitality industry.

Table 3: What is the Effect of COVID-19 on the Overall Performance and Productivity of the Business Within the UK Hospitality Industry

Q3) As per your perspective, what is the effect of COVID-19 on the overall performance and productivity of the business within the UK hospitality industry?

Frequency

a) Reduced growth in the market

8

b) Decreased working efficiency of employees

9

c) Low profitability and productivity

6

d) High employee turnover

5

e) Low occupancy of guests

2

overall performance and productivity of the business

Interpretation: As per the above gathered data from the graph, it is analysed that COVID-19 has effected the performance and profitability of the business on a large scale majorly due to travel restrictions and stay at home order. Out of the total of 30 respondents, 8 respondents have said that it results in reduced growth in the market as they are not eaning suitable profits from the customers. 9 respondents have said that pandemic situation has resulted in decreased efficiency of employees because they are feeling safe while performing their task within the hotel business. 6 of the respondents have said that it majorly impacts the overall performance and productivity of the business as they are not able to do earn huge profits, 5 respondents have said that it results in creating high employee turnover as more employees are leaving because of tough employee retention within the business. 2 respondents have said that it results in creating low occupancy within the business organisation as customers are scared of getting infected by the virus and this creates a sense of fear in them.

Table 4: What are the Different Challenges That Travelodge Faces Because of COVID-19 Pandemic Situation

Q4) As per your perspective, what are the different challenges that Travelodge faces because of COVID-19 pandemic situation?

Frequency

a) Difficulty in assessing workplace

9

b) Keeping existing customers

6

c) Motivating and retaining employees

5

d) Building work life balance

2

e) Going digital for promoting products

8

different challenges that Travelodge faces

Interpretation: As per the above gathered information from the graph, it is interpreted that there are several challenges that hospitality industry face during the time of pandemic. COVID-19 impacted the growth and productivity of the business organisation within the hospitality industry. There are total of 30 respondents, 9 respondents have said they face difficulty in assessing the workplace in the time of pandemic as they are not able to provide sustain services to the customers. 6 respondents have said that it is difficult to keep the existing customers for taking the services of the hotel in the long run. 5 respondents have said that motivating and retaining employees is a major challenge for hotel managers which results in decreased efficiency and effectiveness of workers. 2 of the respondents have said that building work life balance is also a challenge that company face in the time of pandemic as they need to work from their home and this requires more attention and focus. Whereas 8 respondents have said that going digital for promoting the following products to the customer through online websites and portals in a easy manner.

Table 5: Travelodge Has Seen Decrease in Their Customer Base and Customer Satisfaction Due to Emergence of COVID-19

Q5) Do you think Travelodge has seen decrease in their customer base and customer satisfaction due to emergence of COVID-19?

Frequency

a) Yes

25

b) No

5

customer base and customer satisfaction

Interpretation: As per the collected information from the above graph, it is analysed that COVID-19 has resulted in reducing the customer base and customer satisfaction within the hospitality industry. 25 respondents have said yes and agree with the fact that it results in declining the number of customers within the business and this affects the overall productivity in the market. While 5 respondents have said no and do not agree with the fact as some of them do not have proper knowledge about the pandemic and its affect the performance of operations of the business. With the reduction of customer base in the hotel business, they do not earn huge profits which also results in decline in the overall profitability of the hotel in the competitive market. It is important for the business to develop their services through online marketing so that each and every customer know about the practices they follow for overcoming the impact of pandemic.

Table 6: Advanced Technologies Have Helped Travelodge to Deal With the Issues Created Due to Global Pandemic COVID-19

Q6) Do you think advanced technologies have helped Travelodge to deal with the issues created due to global pandemic COVID-19?

Frequency

a) Yes

15

b) No

15

Advanced technologies have helped Travelodge

Interpretation: As per the gathered data from the above graph, it is interpreted that technology play an important role in enhancing the business value and profitability during COVID-19 pandemic situation. With the advancement of technology within the hotel business, it helps in creating digitalised system so that human touch gets reduced. This helps in boosting the confidence of customers to avail the services of the hotel as they have less risk of getting infected by the virus. Out of the total of 30 representatives, 15 representatives have said yes and agree that technology is useful in dealing with the issues created by the COVID-19 in the global market. While 15 respondents have said no and do not agree with the fact that they do not agree with the fact that technology play a very important role within the hospitality industry as this requires lots of investment to develop better and effective technology in order to achieve high growth and profitability in the market.

Table 7: What is The Best Way Used by Travelodge to Deal With the Global Pandemic COVID-19

Q7) According to your perspective, what is the best way used by Travelodge to deal with the global pandemic COVID-19?

Frequency

a) Adopting social media marketing

6

b) Adoption of crisis management practices

4

c) Using advanced technologies

8

d) Self check-in and check-out

3

e) Implementation of proper refund system

2

f) Inclusion proper discounts, promotions and rates

7

the best way used by Travelodge

Interpretation: As per the data gathered from the above graph, it is analysed that there are several ways that hospitality industry can adopt for overcoming the impact of pandemic within the hospitality industry. It is important for the hotel business to focus on implementing strategical ways that can help in building a positive working environment for employees so that they deal with the pandemic situation in an effective way. Out of the total of 30 respondents, 6 respondents have said that adopting social marketing will help in reaching out more number of customers in the large market. 4 respondents have said that adoption of better and effective crisis management practices help the hotel industry in dealing with the pandemic situation in a better way. 8 respondents have said that using advanced technology is the best strategy that help in improving the functioning of business operations in a more systematic way. 3 respondents have said that self check-in and check-out is the best strategy that help in increasing the confidence of customers. 2 respondents have said that implementation of proper refund system within the business so that customers do not face problem at the time of doing payment. 7 respondents have said that inclusion of proper discounts, promotions and rates for customers in order to attract them within the

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