IMAD KHALID

18F0003

BRM PROJECT
Overview
The project report deals with the factors that influence the booming Tourism
industry around the world. How the hospitality sector is trying to gain a
competitive advantage. We’ve also researched how Covid-19 pandemic has badly
affected the tourist flow all over the world.

Constructs
The articles chosen for study included different variables like Quality Strategies,
Customer Satisfaction, Customer Orientation, Employee Satisfaction,
Technological Advancements, Covid-19 Pandemic and its impact on Tourism and
Hospitality Sector.

Background Information
Tourism has, as known, both costs and benefits wherever the business is
established. The main focus of the research has been the tourism industry and
different factors that influence the performance in the following sector.

Most of the research articles had adapted quantitative methodology to have a

clearer and unbiased understanding on how these different factors influence the
sector demographically and geographically. The research thus attempts to identify
the factors that can motivate the employees to perform better. On the basis of these
research objectives, the research hypothesis is framed. When discussing the
variables particularly, it has been concluded that the performance of the employees
plays an important role in determining the profitability, customer satisfaction, and
customer loyalty. However, the research scale was quite diverse as many other
factors have been taken into account.
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Another focus was on how the Covid-19 pandemic has damaged the industry
and how the tourist flow has dropped to the lowest in different countries around
the world, i.e Romania, Turkey, Malaysia, Thailand, Saudia etc. It has been
observed that 2020 was one of the most loss facing years for the tourism and
hospitality industry globally. Modernised Hospitality and Tourism industry for
sure relies on Talent Force as the biggest networks of hotels around the world
focus on a young talent workforce that is more keen to adapt to new Technological
Advancement so they can add more into the Customer Experience and help reduce
the extra cost spending on manual procedures. However it has been observed that
Employees around the world hesitate and do not support Robotic Services as they
fear it could eventually replace them in coming years. It has been observed that
most of the hotels around the world are adapting technological advancements even
though the employees are found to be reluctant regarding it. Five Star Hotels in
order to gain competitive advantage are spending a lot to digitalize the customer
experience to the maximum.

Gaps Identified
-Most Researches in the Tourism and Hospitality Sector have been
conducted in developed countries while developing countries need more
guidance regarding the tourism industry to enhance economic flow.

- Introduction of technology has shown reluctant behaviour of employees

due to multiple reasons as they’re not well informed and trained.

- Main focus of the studies have been regarding 4 and 5 stars hotels and the
ones with lower ranking have not been given enough importance.

- It has been concluded from the researches that in hospitality and tourism
industry main focus has been on customer satisfaction and employee
satisfaction is mostly neglected

- Amid covid-19 pandemic the studies have focused on the sustainability of

the industry and totally neglected the effects on employees and their
unemployment or salary deduction.
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Recommendations
In order to successfully integrate robotic services and technological
advancements in the hospitality and tourism industries, proper training sessions
must be conducted in order to make employees familiar with them. The importance
given to the customers is no doubt a key tip for a successful business, but
employee satisfaction must always be considered as well because an unsatisfied
employee can not satisfy a customer.

Supply Chain is an important element for cost reduction and profit generation,
most successful hotels chains around the world are focusing on it and conducting
training sessions, similarly it should be given importance in smaller or low ranked
ones and in underdeveloped countries.

Local tourism authorities must concentrate on implementing efficient measures to

ensure that tourists' expectations are met. To create good tourism marketing, one
must analyse the tourists' pre-trip perceptions of the location in order to determine
the destination's strengths and flaws. The tourism business has significant hurdles
in terms of safety and security. As a result, it is critical that they be rectified in
order to provide safer settings. Apart from ensuring that all tourist locations are
properly supervised, maintaining and improving the quality of services in public
spaces, public transit, and environmental cleanliness should be stressed.

Because of the study sample's unique characteristics, future research should focus
on analysing measurement invariance both within and within ethnic groups. Aside
from the characteristics of a place and the performance of tourism industry
employees, the study could be influenced by a number of other elements.

This information can aid local tourist authorities in gaining a better knowledge of
the tourism industry's strengths and shortcomings, as well as its performance.