Chapter 1: Introduction and Terms of Reference
Marriott Hotel is one of the most luxurious and premium chains of hotel located across various locations in London had to face challenges such as unemployment after the coronavirus outbreak (Marriott.gcs-web.com 2022). This scenario is causing global unemployment as stakeholders worldwide are associated with this particular tourism industry (Assets.publishing.service.gov.uk. 2022). The global employment rate is defined as the type of rate that helps comprehend the employment to population ratio; the global employment rate of 2021 was 55.9% (Lambovska, Sardinha and Belas Jr 2021). The rate is severely affected due to the onset of the global pandemic from the year 2020. Different categories of jobs cannot be continued from a remote working environment, such as the floor managers, floor support, and facility. Tourism industries have suffered the most during the first two waves of the pandemic (Jaipuria, Parida and Ray 2021). During the first and second waves, severe lockdown restrictions came from the federal government, which became responsible for the increasing unemployment rate in the United Kingdom (UK) (Ginindza and Tichaawa 2019). It is still not clear when will this pandemic conclude, but it is also much significant to address social concerns like unemployment (Kozicki and Gornikiewicz 2020). Rising unemployment is one of the current challenges in the tourism industries, such as the Marriott Hotels in London, which is being confronted alongside most of the major cities all around the world since the start of the pandemic in 2020 (Foo et al. 2021). The prime gap in the literature is the lack of reason behind the sudden rise of unemployment in Marriott Hotels hence the conduction of this study can be useful for the economic growth of tourism industries (Castle, Doorni and Hendry 2021). The main rationale behind the conduction of this study is to reduce the impact of one of the most significant social issues, unemployment, on Marriott Hotels, which occurred after the outbreak of the coronavirus. Unemployment was the biggest challenge that was confronted by this particular tourism industry after the outbreak of the coronavirus, and this problem needs to be addressed so that future shocks in this industry can be avoided. Conduction of the research shall help comprehend the recovery measures of this industry against issues such as unemployment.
The central question which shall be answered in this study is as follows:
The rising rate of unemployment in the tourism industries such as Marriott Hotels is becoming a huge source of concern for people all around the world, including UK, hence the conduction of this study based on this research question shall help the readers in understand the cause and the solution of this social problem.
The main purpose of this study is to comprehend the way by which COVID 19 has impacted the rates of global unemployment across the tourism industries of the United Kingdom, such as Marriott Hotels. The researcher shall be conducting a quick online survey for fulfilling the main aim of the study which shall be conducted within the time frame.
The objectives of the study are as followings:
Data from various online sources such as journal articles and websites are being selected by the researcher to conduct the literature review in this project. The following review shall help in identifying the answers of the research question of the study.
According to Fouad (2020), Marriott Hotels, one of the largest hotels in the United Kingdom, suffered from severe loss right after the pandemic. As a result, they had to lay off a few of their stakeholders. The scholars of this literature highlighted that remuneration of senior executives was needed to be reduced to a significant extent due to the financial loss that this organization suffered. The literature stated that the spreading of the coronavirus is one of the prime reasons behind the unemployment and jobs in the tourism industries across UK, such as Marriott Hotels. The literature helped comprehend that the spreading of the coronavirus has led to structural changes across the tourism industries such as Marriott Hotels, such as lower working hours for the employees. The scholars stated that the accidental reduction in the demand for each service is also one of the major factors causing unemployment in Marriott Hotels (Leslie and McCurdy 2020). The literature also stated that getting rental car services was a huge concern for the tourists. RTPCR test reports were required for all the industry stakeholders, which also triggered unemployment as there was a considerable gap between the first and second vaccination shots (Baum and Hai 2020). Increased cases of covid 19 cases led to a shortage of workers; as a result, it was difficult for the managers of reputed hotel industries to continue their regular business operations months after the start of the pandemic (Sinulingga 2021). The scholars also highlighted that they could not ensure the social wellbeing of the tourists; this factor had a direct negative impact on the business performance of Marriott Hotels. Based on the discussions of Blustein and Guarino (2020) unemployment is one of the key economic indicators of a country. The literature helped in comprehending that most of the tourism industries going through huge financial crises reduce employee turnover. However, on the contrary, Aidukaite et al. (2021), mentioned that the labour marketing conditions of Marriott Hotels became much more vulnerable after the start of the pandemic. The literature helped in comprehending that there are numerous reasons behind the increasing unemployment rate across tourism industries, such as strict lockdown guidelines shared by the federal government, lower turnover of the employees and turnover not affected by the pandemic (Dzwigol 2020). The ways by which COVID 19 negatively affected the tourism industries like Marriott Hotels in UK was comprehended from this literature. Lack of critical analysis was one of the prime drawbacks of this literature, and the literature was useful in comprehending the key factors which led to unemployment in Marriott Hotels.
According to Su et al. (2021), UK is one of the European economies which are severely affected due to the outbreak of the pandemic. The literature stated that Marriott Hotels is one of the top affected hotel in UK after the outbreak of the pandemic. The literature stated that the tourism industry had the maximum negative impact after the pandemic broke down in 2020. The literature stated that the start of the pandemic led to the stopping of the international tourists from visiting the United Kingdom, hence international inbound tourism was affected (Gössling, Scott and Hall 2020). Job opportunities in this particular industry were severely restricted as per the discussions of this literature. Changing the business models of this industry was also not successful in reviving this industry, which led to massive unemployment in this industry. The labour market conditions of this industry became much more vulnerable as a result of the increasing covid 19 cases in the country (Collins-Kreiner and Ram 2020). Higher absenteeism among the workers was a major blow to this industry as well as highlighted by the scholars of this literature. Public transportation facilities were severely disrupted after the outbreak of the deadly virus, and it had a negative impact on reputed hotel industries such as Marriott Hotels. The scholars highlighted that the unemployment rate was higher in full time workers and was considerably lower for the part time workers of this industry (Payne, Gil-Alana and Mervar 2021). Thus, it can be comprehended that the socio-economic disruption in the country has led to the rise of unemployment in Marriott Hotels. Hence, from this literature, the impact of Covid 19 on Marriott Hotels can be understood from different perspectives.
As mentioned by Svabova, Metzker and Pisula (2020), employees of the tourism industry such as Marriott Hotels with a lower level of educational attainment, have higher rates of unemployment during the pandemic situation. The government of the United Kingdom expanded several insurance benefits to the tourism industries such as Marriott Hotels; however, these checks were not enough to restrict the danger of unemployment. The scholars of this literature stated that the occupancy rates of the tourism industry have been decreasing since the start of the pandemic; as a result, this industry suffered from huge financial losses during these times (Folinas and Metaxas 2020). The demand for services of this industry started decreasing right after the introduction of night curfews and travel restrictions (Kumar and Nafi 2020). The scholars of this literature highlighted that the prediction capabilities of the tourism industries such as Marriott Hotels were disrupted during the pandemic, and it was a major reason behind the decreasing unemployment rate of this industry (Buheji 2019). The literature helped in comprehending that travel suspensions across London is also a major reason behind unemployment in Marriott Hotel. New tourism services could not be launched during that time, which resulted in employment in this industry (McCabe 2018). The literature stated that the travel restrictions in London are also one of the major reasons behind unemployment in Marriott Hotels (Kazmi and Shah 2020). Hence, the probable reason behind the decreasing unemployment rate in Marriott Hotel can be comprehended from this literature.
As mentioned by Korinth and Ranasinghe (2020), redundancy among the staff of the tourism industries such as Marriott Hotels needs to be addressed so that better quality services are provided to the customers. The literature stated that increasing the size of the workforce of this industry is required for reducing threats coming from unemployment. Flexibility in the business should be promoted in the first place so that issues such as termination of contract can be avoided. The challenge of downsizing must be avoided so that the net profitability of this industry is increased. The literature stated that the analytical capability of the resources of this industry needs to be addressed in the first place so that challenges of unemployment and loss of jobs can be reduced. Economic stability to the stakeholders of Marriott Hotels is much required for reviving the industry from the losses suffered during the pandemic.
Del Valle (2020) elaborated that there are different categories of unemployment that occurred due to the spreading of coronavirus such as demand deficit, frictional, voluntary and structural. The type of unemployment suffered by the tourism industries in the UK, such as Marriott Hotels was demand deficit unemployment as it occurred during the spreading of the coronavirus. The literature stated that reducing the demand for services is the major cause of this unemployment. From the management perspective, it can be said that cutting back on production is one of the major steps taken immediately by this industry, which ultimately resulted in the loss of jobs of millions across the UK. Reducing their workforce helped them to deal with the deficit in demand (Seraphin, Gowreesunkar and Platania 2019). There are two different categories of unemployment such as short-term unemployment and long term unemployment. This particular tourism industry suffered from short term unemployment due to the reduced occupancy rate since the pandemic.
Supporting the discussion of the above literature, as highlighted by Kumar and Nafi (2020), the unemployment suffered by the tourism sector of the UK can be considered a short-term unemployment. The literature also highlighted that transformative business models must be introduced in the tourism industry to add new value to the business, which can benefit both employees and the customers of this industry. The literature also argued that ideas from tourism consultants need to be considered while selecting the business model of this industry (Liulov et al. 2020). There are numerous gaps in the current practices in the tourism industry such as selection of business models based on the adaptability of the business as per the discussions of the scholars of the literature. All the future revenue opportunities of this industry need to be identified so that the business does not suffer hugely from the next waves of the pandemic (Tellioglu 2021). Pricing and the promotional strategy must be based on the current economic implications rather than the traditional ways.
According to Almeida and Silva (2020), introducing new tourism services such as different categories of medical SPA treatments can be useful in addressing challenges such as unemployment such as the SPA therapies (Pham et al. 2021). The concepts of SPA tourism can help this hotel generate a huge amount of revenue, which can help address all the major disruptions of this industry, such as unemployment. The literature helped in comprehending that the conduction of brainstorming sessions with all the stakeholders of Marriott Hotels can help revise the industry from the huge financial loss suffered by the organization (Singh and Wang 2021). The literature highlighted the social significance of this industry; hence it also highlighted that the diversified links between each region of UK could be useful in gaining a socio-economic advantage for this industry. On the other hand, as Bakar and Rosbi (2020) discussed, training the service personnel of Marriott Hotels shall help this industry provide better services to the consumers of the tourism industry. Micro customer segmentation and different ways of social listening can be much useful for Marriott Hotels to strive through challenging times such as the pandemic. However, based upon the discussions of Foo et al. (2021), redesigning both the supply chain and the operational processes can also help Marriott Hotels deal with potential shocks such as the pandemic. Based on the general equilibrium theory, it can be stated that there was a considerable gap between the current practices, which were associated with the demand of services and supply during the initial months of the pandemic. Reducing this gap can help this industry reduce the unemployment rate in this sector in an effective modus.
As mentioned by Suryanata (2019), restoring the confidence of both international and local visitors is required to recover from the losses suffered by Marriott Hotel. The literature stated that the liquidity support of this industry needs to be improved in such a manner so that these industries do not face any kinds of disruption from future shocks. The literature also mentioned that weekly payments of the stakeholders of this industry could not be disrupted if there is a separate liquidity window. Supporting the above discussion, Mayhew and Anand (2020), highlighted that contact intensive sectors such as tourism industries that suffered severely due to the pandemic could be financially benefitted with a separate liquidity window coming from the federal government. The literature stated that on 24th April 2020, G20 ministers identified and created safe destinations in such as manner so that mass layoffs can be avoided in the future (Lenoël and Young 2020). Reduction in corporate income tax rate and subsidies for working capital is one major way to reduce unemployment in the tourism industry. The literature also helped comprehend that multi stakeholder tourism recovery task force can also help Marriott Hotels recover from the unemployment issues confronted in this industry.
There were numerous areas that were not discussed in the literature, such as the detailed role of the federal government in reviving the industry. At the same time, detailed socioeconomic implications of the coronavirus pandemic were not discussed in any of the literature. The literature also failed to set any timeline for the recovery process from this situation. The role of different categories of travel agencies in addressing the issue of unemployment in Marriott Hotel was also not discussed in any of the literature. Thus, it can be said that numerous areas were not covered in the critical discussions of the literature.
The methodology considered in this research is a mixed methodology where both qualitative and quantitative methods. Quantitative data was gathered by the researcher using an online survey, most of the potential shocks of this industry can also be restricted as honest and accurate answers were obtained from the quantitative data. Biasedness of the research was maintained with the selection of quantitative data, however there is a challenge of quantitative data as well, it can lead to misleading results. Whereas, the openness of the research can be maintained by qualitative data, which can expand the horizon of the data, replicating qualitative data is much more difficult as it is one of the drawbacks of this methodology.
Types of Sampling Techniques
There are different sampling procedures considered in a research project, such as probabilistic and non-probabilistic sampling methods (Peregrine 2018). In this study, probabilistic sampling method shall be considered while selecting the participants of the survey. 50 samples have been chosen among hundreds of travel advisors in the country. These 50 participants were selected as they have a minimum of 5 years of experience working as a tourism advisor. The selection of the smaller sample size shall be useful for the researcher to reach out to them and conduct the data gathering procedure. Trip advisor careers in London were consulted while selecting the participants of the survey in such a manner so that they understand the insights of this problem.
Justification: There are numerous advantages associated with the probabilistic sampling method, such as the absence of systematic errors and sampling bias. The reliability and accuracy of probabilistic sampling is more than non-probabilistic sampling. Thus, it can be stated that the selection of probabilistic sampling was justified in this study.
There are two different methods that can be considered in research projects, such as the primary and secondary data collection methods (Ruggiano and Perry 2019). In this study, both the two categories of data gathering procedures have been used hence it can be said that a mixed data gathering method shall be considered in this study. Primary data have been gathered by the researcher with the conduction of an online survey and secondary data was gathered from reliable online sources and journal articles.
Justification: The selection of an online survey for the gathering of primary data was helpful to identify the answers to the research question. The survey has helped the researcher to identify insights of the branding opportunities of the tourism industry, which can help them to recover from the impact of Covid 19. On the other hand, secondary data was useful in identifying different perspectives about the cause and the potential treatment from challenges such as unemployment in the tourism industry. Hence, it can be comprehended that the selection of an online survey for gathering raw data sets and secondary data is justified in this study.
There are two categories of data analysis procedures that are considered in a research study such as quantitative and qualitative analysis (Schreier et al. 2019). In this study, primary data shall be analysed using quantitative analysis and secondary data shall be analysed using qualitative analysis. At the same time, it can be said that there are different categories of statistical tools which are used in analysing primary such as tableau, MS Excel and Python (Kermorvant et al. 2019). In this study, MS Excel have been used for the generation of graphs from the raw datasets. The researcher created a worksheet data after collecting the primary data, and it was analysed using a pivot table.
Justification: The selection of MS Excel as the statistical tool was much helpful for the researcher to generate graphs using the pivot option. Graphs were generated in an easier manner using MS Excel, hence it can be said that the selection of MS Excel as the statistical tool for analysing the raw data sets is much justified in this study.
There are few ethical considerations that were considered during the collection and the analysis of both two categories of data. Prior to the conduction of the online survey, an informed consent form has been shared with all the selected participants of the survey to get their legal permission to work in this research. Participants shall not be forced to participate in this study or helped while choosing answers during the survey. Data gathered from them shall be used only for this study and cannot be used for other purposes. Originality and meaning of the information gathered from the secondary sources was kept while reviewing it, and the work of each academic scholar is credited on the reference page of this project. Data Protection Act 2018 was considered while maintaining the protection of the data while was collected from the participants of the online survey (Act 2018). The GDPR regulations were considered for protecting the confidentiality of the data used in this research.
There are few limitations that were associated with this research project, such as lack of sufficient time. Availability of more time could have allowed the researcher to gather more insightful information from the government databases and conduct an online interview with bigger sample size. The impact of covid 19 on the tourism industry is a unique topic, and a lot of studies were not conducted by the previous researchers, hence it was much difficult for the researcher to collect and review data of the tourism industry. Thus, the lack of previous research studies was a major limitation in this study. Managing the cultural biasedness during the analysis of raw data sets gathered after the conduction of the online survey was another limitation of the study.
The identification of the opportunities of Marriott Hotel to survive from the unemployment issues they confronted after the start of the pandemic using a structured questionnaire attached in the appendix. The following segment of this chapter shall illustrate the online survey results and discuss the graphs generated from the datasheet, which was prepared by the research after the conduction of the online survey.
There were two sets of questions that were created in the questionnaire, such as the demographic questions and the quantitative questions. The analysis of the demographic questions is as follows:
Figure 1: Gender of participants
The graph helps comprehend that 52% are male, 32% are female, and 16% have not revealed their gender during the online survey. This data can help analyse that the research has successfully helped in removing gender biasedness from the data gathering procedure.
Figure 2: Age group of participants
The illustration shows the categorisation of the age group of the participants of the online survey, it can be comprehended that 54% are above 46 years, 24% are between 31 to 45 years of age, 22% are between 18 to 30 years. The figure can help comprehend that most of the participants are aged and understand the unemployment issue that Marriott Hotel confronted after the pandemic. Hence, it can be said that the quality of raw data of this study is very much on the higher side. The following segment of this study shall analyse the answers to the quantitative questions.
Figure 3: Negative impact of unemployment
The above illustration shows the opinion of the participants about their knowledge of the negative impact of covid 19 on major tourism industries in UK, such as the Marriott Hotel. 18% strongly agreed, 11% agreed, 10 remained neutral, 6 strongly disagreed, and 5 disagreed that there were several negative impacts of Covid 19 in Marriott Hotel and unemployment is one of them. From the data, it can be analysed that most of the participants believe that COVID 19 is the reason behind unemployment which is one of the major negative changes in this particular tourism industry.
Figure 4: Significance of structural change
The figure shows the opinion of the participants about the structural changes required in Marriott Hotel to address issues such as unemployment which was triggered during the pandemic. 19 strongly agreed, 15 agreed, 4 disagreed, 4 strongly disagreed, and the remaining 8 stayed neutral for a need for a structural change in this particular tourism industry. The data helps analyse that most participants want a structural change in this business to cope with the future shocks.
Figure 5: Medical SPA treatment
The illustration helps in identifying the opinion of the participants in reducing the unemployment rate of Marriott Hotel. 17 strongly agreed, 13 agreed, 7 disagreed, 3 strongly disagreed, and 10 remained neutral that the introduction of medical SPA treatment can help in reducing unemployment in Marriott Hotel. The data can help in analysing that SPA treatment can help generate economic value to this organization, which can attract more potential customers to this hotel, reducing the unemployment rate of this industry. Thus, it can be comprehended that SPA tourism can help this particular tourism industry reduce the unemployment rate, which was increased due to covid 19.
Figure 6: Gap in supply and demand
The illustration helps in comprehending the opinion of the participants about the gap in demand and supply of the services which was provided by Marriott Hotel right from the start of the pandemic. 25 accepted, 14 rejected, and the rest 11 participants remained neutral when asked about the potential gap in demand and supply, which ultimately led to unemployment in this tourism industry. The data helps in analysing that most participants believe that the demand of service of this hotel reduced significantly. The restrictions imposed by the federal government did not allow Marriott Hotel to continue with its regular operations. It can also be analysed that the gap between supply and demand kept on increasing with the passage of time and it resulted in huge revenue loss in this business, and it ultimately led to the layoff of hundreds of employees of this business. Thus, it can be comprehended that the huge gap between supply and demand is one of the prime reasons behind unemployment in Marriott Hotel.
Figure 7: Role of international tourists
The graphical representation helps in comprehending the opinion of the participants about the factors which led to mass unemployment in Marriott Hotel. 14 agreed, 16 strongly agreed, 9 disagreed, 6 strongly disagreed, and the remaining 5 stayed neutral when asked about the role of international tourists in causing unemployment in this particular industry. The data helps in analysing that most participants believe that the stoppage of international tourists due to the restrictions and the COVID 19 guidelines shared by the federal government has ultimately led to severe financial loss in this industry and caused unemployment. Thus, it can be stated that the stoppage of international tourists negatively impacted the growth of this particular industry.
Figure 8: Role of international tourists
The above illustration helps in comprehending the way which can help in decreasing the unemployment rate in Marriott Hotels. 18 agreed, 19 strongly agreed, 5 disagreed, 5 strongly disagreed, and 3 remained neutral on whether financial support from the federal government can help decrease the unemployment rate in this particular industry. The data helped analyse that most participant of the survey is aware of the liquidity support given by the federal government to most of the intensive contact industries that suffered from huge financial loss during the pandemic. The data also reveals that the fiscal support from the federal government is much recommended for Marriott Hotels to recover from huge financial losses suffered during the pandemic.
Figure 9: Postpone bookings
The representation helps in comprehending the participants’ opinion to restrict the loss of revenue which was a source of concern in Marriott Hotels during the outbreak of the pandemic. 31 accepted, 11 rejected, and 8 have not stated their opinion about the promotion of rebooking charges and providing an incentive to guests to postpone the booking rather than cancel them. The representation helps in comprehending those changes in the business model and process that might be helpful for this particular industry to facilitate their business growth. The data was relevant and helped comprehend that bringing new changes in the current processes of this organization can help maintain their business continuity.
Figure 10: Alternate revenue for reducing unemployment
The above graph was useful in comprehending the opinion of the participants about the alternative ways which can generate revenue for Marriott Hotels, which can help the organization to recover from unemployment which is a growing concern of this industry. 31 accepted, 8 rejected, and the rest 11 have not stated their opinion on alternative revenue measures such as virtual tours in reviving tourism industries which suffered from challenges like unemployment due to COVID 19. The graph indicates that most participants are aware of a virtual tour. It can be analysed that these industries can provide live remote opportunities to their customers to enjoy the experience of the luxurious facility of this tourism industry. It can also be analysed that changing the work patterns and trends is much required in a business setting, which demands a continuous improvement procedure. Thus, it can be stated that futuristic themes such as the conduction of the virtual tours can help in raising appetite among the customers of Marriott Hotels. It can also be understood that the deployment of virtual tourism can help maintain sustainable tourism in Marriott Hotels.
Virtual tourism can be useful in Marriott Hotels as it can reignite all the processes and the people involved in the industry, however, this concept was not critically discussed in the literature review. Apart from that, the primary data findings are similar to the literature reviewed in the previous chapter of the study. From the literature, it was comprehended that the key factors contributing to the unemployment rate in Marriott Hotels are lower working hours for the employees, RTPCR tests, shortages of workers, and changing labour market conditions, it was supported by primary data where participants revealed that structural change is much required for addressing unemployment cause during the pandemic. Primary and secondary data revealed that COVID 19 had numerous negative impacts, such as massive unemployment on tourism industries such as Marriott Hotels. From the literature, it was identified that the occupancy rate of Marriott Hotels could be improved with the financial help coming from the federal government, this discussion is supported by the data analysed from the survey as well, where participants revealed that liquidity support coming from the government could help in decreasing unemployment rate in Marriott Hotels. The survey revealed the significance of a structural change is required in Marriott Hotels for facilitating the growth of the business which was disrupted during the pandemic, and it was well supported with the literature discussion which stated that transformative business models could help in making structural changes in the business which can facilitate the growth of the business as well. The literature discussed that reducing the corporate income tax rate and providing subsidies for working capital are one of the major recovery solutions for Marriott Hotels to address unemployment, on the contrary, from the primary data, it was identified that incentivising guests for postponing their bookings rather than cancelling and conduction of virtual tours are the probable measures which Marriott Hotels can take to recover from unemployment caused due to COVID 19. Thus, it can be comprehended that the above discussion was helpful in addressing the objectives of the study.
Chapter 5: Conclusion and Recommendations
Overall Conclusion
The aim of the study was to comprehend all the procedures by which COVID 19 increased the rate of unemployment across major tourism industries such as Marriott Hotels.
The factors responsible for the rise of unemployment in Marriott Hotels are associated with the outbreak of COVID 19, such as RTPCR tests, lower working hours of the employees and reduction in the demand for services due to lower occupancy rates. The social wellbeing of the customers could not be maintained, and it resulted in a massive layout of employees.
COVID 19 restricted international tourists from visiting the country; at the same time, shortages of workers changing labour market conditions had a negative impact on the growth of the business. Higher absenteeism and disruption of transport services were the major impact on COVID 19 on Marriott Hotels.
Providing SPA treatment to the tourists can help generate a huge amount of revenue, which can help decrease the unemployment rate in Marriott Hotels. Improving the predictive capability can help Marriott Hotels in decreasing the unemployment rate.
General equilibrium theory can be useful for Marriott Hotels for determining the current gap in supply and demand of services. Transformative business models can allow Marriott Hotels to facilitate business growth which was disrupted due to unemployment concerns.
Promotion of rebooking charges and incentivising guests when they postpone their bookings instead of cancelling them is an effective recovery solution that can help Marriott Hotel address the threats coming from future shocks. Liquidity support from the federal government is also a recovery solution for Marriott Hotels to improve their financial capabilities. Alternative revenue generating procedures such as virtual tours can help this organization have a competitive edge over the other tourism industries in UK.
Thus, a major structural change is required in Marriott Hotel to cope with major shocks such as unemployment. Hence, it can be stated that the research was much successful in meeting its objective. The research project was useful for the strategic planners of major tourism industries to understand the changes required at the strategic level to address any major business disruptions.
The literature helped identify the key factors contributing to the rise of unemployment in Marriott Hotel from secondary data. The ways that can help decrease the unemployment rate and the impact of COVID 19 on major tourism organizations such as Marriott Hotel were obtained from both secondary and primary data. The literature was also helpful in determining a transformative business model which helped can help in facilitate the growth of this particular tourism industry. Possible recovery solution from unemployment such as liquidity, reduced corporate income tax rate and subsidies for working capital was obtained from secondary data and virtual tourism which can help Marriott Hotels improving the experience of tourists from a remote working condition environment was obtained from primary data. Hence, all the objectives of this study were successfully addressing using secondary and primary data.
A smaller sample size of the online survey due to the pandemic situation is a major limitation of this project, it restricted the scope of the study as well. The low budget was another limitation of this project; as a result, personal interviews with industry experts could not be conducted to fulfil the objectives of the study.
Based on the research findings, it can be recommended that Marriott Hotels continuously create new opportunities using interpreters and drone pilots to promote virtual tourism, which can allow the customers to imagine themselves in the hotel. It can also be recommended that the stimulus recovery programs can help Marriott Hotels create a job in rebuilding the infrastructure, which can also help address unemployment issues in this business.
The findings of the study shall be much useful for most of the tourism industries in UK to address the threat coming from future shocks. The findings of this study shall also help the strategic planners of tourism industries consider a transformative business model that can help obtain data-driven customer insights and effective customer experience. Management teams of tourism industries can also understand the changes required in business strategy, such as incentivising customers who postpone bookings instead of cancelling them. The federal government can also identify the significance of fiscal support, which can revive the tourism industries such as Marriott Hotels from major challenges like unemployment.
There are numerous possibilities associated with this research project, such as increasing the sample size, conducting of a personal interview, and conducting a group discussion among a few Human Resource managers in the UK about the insights of the challenge they have confronted right from the start of the pandemic.
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