LD9718 Research Methods and Analytics for Business Practice
1. Introduction
1.1 Introduction
The hospitality Industry is the most affected industry among the various industries due to covid 19 pandemic. Therefore, the decisions made by the managers, in this case, play a crucial role in the reviving of the hospitality industry. The decisions taken can be of two types long-term and short-term. In this report, the differences between the long and short-term decisions during a pandemic will be discussed. Further, the challenges faced by the tourism industry in the short-term decision-making will also be discussed in a detailed manner. In order to analyze this topic, the appropriate research objectives are framed and the appropriate research methodology will be followed to reach this objective.
1.2 Background
The global pandemic has seriously devastated the tourism sectors in various countries. The sudden outbreak has caused more than 4 trillion us dollars globally (Huynh et al. 2021). In the case of international travel, it is witnessed that the overall spending on the tourism sector has decreed by more than 10 % in 2019 (Kumar and Nafi, 2020). The tourism industry in countries like UK and USA has contributed to the major of the GDP therefore due to pandemics it has been severely affected. The only way to revive the market is to create the appropriate decisions that support the long-term business goal. However, some business wants to revive their business in short-term measures but is unable to meet their decisions.
1.3 Aim and objectives
Aim
The aim of this report is to understand the impact of the covid 19 pandemic on the tourism industry. It is based on the impact of short and long-term decision-making in reviving the tourism business will be targeted. Further, the challenges in short-term decision-making will also give the major focus.
Objectives
- To find effective strategies in decision-making during a pandemic
- To analyse the way of avoiding the measures that affect long-term business development.
- To differentiate the impact of long-term and short-term decision-making during a pandemic
- To search for better ways to address the challenges faced by the tourism industry
1.4 Research question
Q1. What are the effective strategies that can be used in the decision-making process during pandemics?
Q2. What are ways of measuring avoiding the negative effects on long-term decisions of business?
Q3. What are the difference in the impact long term and short-term decisions on pandemic preparedness?
Q4. What are the better ways to improve the preparedness of the tourism sector?
2. Literature review
2.1 Introduction
The differences in the decision-making abilities make the business face the different consequences of pandemic preparedness. In order to understand the systematic way of decision-making and the clashes between the decisions in this chapter, the opinions of the earlier researchers will be reviewed. Further, based on the discussion the limitation or gaps found in the earlier studies will also be presented in this chapter.
2.2 Differences between long-term and short-term decision making
The short-term decision indicates the planning that is generally aimed to improve the daily performance. The long-term decision indicates the systematic framework that which are aimed to be achieved through dedicated action for a long duration (Baum and Hai, 2020). The tendency of most tourism companies was to the immediate measures to survive in the market. Therefore, the decision that was made is only on the profitability of the business. The business that followed long-term measures is going through continuous changes without harming the organizational culture (Gofran et al. 2022). An example of a short-term decision is curtailing the number of employees and long term is improving the technological capability to function in challenging times.
2.3 Challenges of short-term decision-making during a pandemic
The short-term decision was taken in the travel industry with the primary motive of returning more profits to its shareholders. In order to increase profitability, the company shorten the employee numbers and gives pressure on the limited employee to do the task with limited salaries. However, it seemed to be good for the overall revenue of the company but it will not last longer (Pappas and Glyptou, 2021). The short-term decision can reduce the number of talented employees and negatively influence future talent-acquisition opportunities. At the same time, the long-term decision gives the ability the company to include such practices that help the company to maintain its business operation in the existing and future challenges.
2.4 Literature gaps
The literature on the specific topic only portrays the negative image of the short-term decisions in pandemic times. However, none of the literature provided ways to create better decisions through long-term business goals.
2.5 Theoretical framework
Kotter’s theory of change management
In order to understand the change requirements and create strategically plan based on their needs follow a systematic structure. Kotter’s theory in this case fulfils the requirements with eight systematic processes. The application of this theory enables the travel business to create an urge for change, and reduce contested opinions, formulate a vision of change (Félix et al. 2020). The targeted vision helps the stakeholders of the company to communicate among themselves to clear the queries related to the vision and therefore create short-term goals (Massoudi and Hamdi, 2019). The effort given in the short-term goals benefits the employee of the company about the necessities that are relevant in bringing the long-term changes. The insight into the short-business goals ultimately accelerates the business operations not immediately but systematically. It is through the continuous effort given in the changes it becomes the culture of the company (Okafor et al. 2022). Therefore, it can safely be said that the lack of knowledge that leads the business to go for the short-term goals will be effectively addressed with this theory. Further, progress toward the long-term business goal makes the business aware about the future challenges and includes the strategic measure in the existing process. It is after analyzing all the benefits of Kotter’s theory it can be said that this theory has all the requirements that a company needs to improve its long-term development goals and therefore suitable for the tourism company.
3. Research Methodology
3.1 Introduction
Research methodology is a major portion of the proposal that helps the researcher to get the potential outcome of the research. It will help to reach the conclusion and establish the theory. Primary data will be collected from the participants and ethical considerations will be maintained in this research. The aim of the research methodology is to have in-depth knowledge regarding decision-making during the emergence of Covid-19 in the hospitality and tourism industry.
Figure 1: Research design
(Source: Self-developed)
3.2 Research design
An exploratory research design will be taken in this research because it will help to signify the problem statement related to the research topic. During covid-19 the hospitality and tourism sector faced several issues in their business and stakeholder satisfaction. It will be chosen to answer the research question and to fulfil the research aim. It will give the opportunity for in-depth data analysis that is required to establish the findings (Kenyon et al. 2021). On the other hand, a descriptive research design will not be selected as it may include researcher bias. It will not verify the problems with statistical explanations. Explanatory research design has been excluded as it may pose difficulties to reach the research findings. It affects the results of the research to confuse causal research findings. With the application of exploratory research design, decision-making strategies for Covid-19 crisis management will be explored. It will highlight the issues of decision-making and prepare a way to mitigate the challenges.
3.3 Sampling
Figure 2: Sampling method
(Source: Self-developed)
Purposive sampling will be used for case study analysis and to collect data regarding the defect faced in the hospitality and tourism sector during Covid-19. Purposive sampling will be used for serving the case studies to gain insight into decision-making during Covid-19. It is a non-probability sampling where the researcher gets an opportunity to rely on their judgement of selecting the materials. Random sampling will be used to select the research participants. 5 participants will be involved in primary data collections that are related to the business field in the hospitality and tourism industry. Random sampling will be used as a form of probability sampling and it will help to reduce the researcher’s bias (Campbell et al. 2020). Participants will be selected from different parts of the country and the questions will be based on the importance of the decision-making approach during covid-19.
3.4 Data collection
Data will be collected by case study analysis. It is required to have an in-depth analysis of the data related to Covid-19 impact and the decision-making approach taken by different companies in the hospitality and tourism industry. Case studies will be selected based on the research topic to conclude the research objectives. The interviewing process will collect primary data from the research participants. Online interviews will be arranged via zoom. 5 participants will be involved and they will be asked about the importance and application of the decision-making approach to mitigate the challenges of Covid-19. The participants will be from the hospitality and tourism industry. Primary data will help to reduce the researcher’s bias and to focus on the research topic (Dolnicar, 2020). The questions will be based on the impact of Covid-19 on business performance. Qualitative data will be collected to collect in-depth knowledge.
3.5 Data analysis
Primary qualitative data analysis will be applied in this research to reach the findings and results. It will help to analyse the interview data collected from the research participants (Lester et al. 2020). Different themes will be created from the interviews to have an insight into the search topic. The themes will be related to a long-term survival plan of the business in the hospitality and tourism sector. The researcher will become familiarised with the data after that codes will be created from the collected primary data. After that, the themes will be extracted from the codes to explain the finding and discussion. A case study analysis will be done based on the research topic.
3.6 Summary
It has been summarised from the above that an exploratory research design will be used to find the different aspects related to the research topic. A case study analysis will be done to have an in-depth analysis regarding the effect of Covid-19 on the hospitality and tourism sector. Primary data collection will be conducted to reduce researcher bias. The questions will be based on the decision-making approach taken by the hospitality and tourism industry. The data will be analysed to assess the research objectives.
4. Ethical issue
The confidential information will be kept confidential and the data will be protected in a cloud-based environment. The research participants will not be forced to participate in the search process as per the norms of the ethics committee (Goodwin et al. 2020). They will not face any potential harm to participate in the research process. The person and the company will not suffer any negative consequences for this research. The research participants will be free to leave the interview process at any time they want. Anonymity will be maintained throughout the research process. The collected information from the secondary sources will be well-cited.
5. Conclusion
It has been concluded from the above Covid-19 has a severe effect on the hospitality and tourism industry. The short-term and long-term decision-making approaches help to mitigate the challenges. It may help to enhance the business opportunity and contribute to the brand name of the company. The short-term plan of reducing the employee strategy may affect the long-term business plan in the future progress. Long-term sustainability is important for the hospitality industry for stakeholder satisfaction and engagement. The sustainability plan should ensure the cervical plan of the organisation. The data will be collected from primary data and case studies as well. Random sampling will be used for selecting the research participants. Online interviews will be conducted to have insight into the research topic. Primary qualitative data will be collected with the application of interview process. Ethical considerations will be maintained during the data collection process. They will not be forced to participate in the data collection process.
Reference List
Baum, T. and Hai, N.T.T., 2020. Hospitality, tourism, human rights and the impact of COVID-19. International Journal of Contemporary Hospitality Management, 32(7), pp.2397-2407.
Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D. and Walker, K., 2020. Purposive sampling: complex or simple? Research case examples. Journal of research in Nursing, 25(8), pp.652-661.
Dolnicar, S., 2020. Why quantitative papers based on primary data get desk-rejected by Annals of Tourism Research. Annals of Tourism Research, 83, p.102981.
Félix, Á., Reinoso, N.G. and Vera, R., 2020. Participatory diagnosis of the tourism sector in managing the crisis caused by the pandemic (COVID-19). Revista interamericana de ambiente y turismo, 16(1), pp.66-78.
Gofran, R.Z., Liasidou, S. and Gregoriou, A., 2022. Liquidity effects of COVID-19 in the European tourism industry. Current Issues in Tourism, pp.1-15.
Goodwin, D., Mays, N. and Pope, C., 2020. Ethical issues in qualitative research. Qualitative research in health care, pp.27-41.
Huynh, D.V., Truong, T.T.K., Duong, L.H., Nguyen, N.T., Dao, G.V.H. and Dao, C.N., 2021. The COVID-19 Pandemic and Its Impacts on Tourism Business in a Developing City: Insight from Vietnam. Economies, 9 (4), 172.
Kenyon, L.K., Aldrich, N.J., Farris, J.P., Chesser, B. and Walenta, K., 2021. Exploring the Effects of power mobility training on parents of exploratory power mobility learners: a multiple-baseline single-subject research design study. Physiotherapy Canada, 73(1), pp.76-89.
Kumar, S. and Nafi, S.M., 2020. Impact of COVID-19 pandemic on tourism: Recovery proposal for future tourism. GeoJournal of Tourism and Geosites, Year XIIII Vol, 33.
Lester, J.N., Cho, Y. and Lochmiller, C.R., 2020. Learning to do qualitative data analysis: A starting point. Human Resource Development Review, 19(1), pp.94-106.
Massoudi, A.H. and Hamdi, S.S., 2019. Reciprocal leadership influence on organizational change. Cihan University-Erbil Journal of Humanities and Social Sciences, 3(1), pp.20-26.
Okafor, L.E., Khalid, U. and Burzynska, K., 2022. Does the level of a country’s resilience moderate the link between the tourism industry and the economic policy response to the COVID-19 pandemic?. Current Issues in Tourism, 25(2), pp.303-318.
Pappas, N. and Glyptou, K., 2021. Accommodation decision-making during the COVID-19 pandemic: Complexity insights from Greece. International Journal of Hospitality Management, 93, p.102767.
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