Crisis Management Mitigation Strategies for the Performance of the 5 Star Hotels in Kenya during the COVID-19 Pandemic

Abstract

The purpose of the study was to come up with crisis management strategies that would ensure an improvement in performance in the Hotel industry in Kenya. The specific objectives of the study included to determine how Artificial Intelligence and robotics can improve performance of 5-Star hotels in Kenya; to evaluate how improved hygiene and cleanliness can improve the financial performance of 5-Star hotels in Kenya; and to determine the way in which healthcare systems can influence the performance of 5-Star Hotels in Kenya. The study used descriptive research design in collecting information from a sample of 120 respondents that is made up of personnel within the management levels in the hotels. The Tourism Regulatory Authority (2021) reports that by December 2020, there were 24 registered 5-Star hotels in Kenya. The Study population is made up of six managers from each hotel namely Hotel General Manager, the Guest Relations Manager, the Director of House Keeping and Operations, the Human Resources Manager, the Executive Chef, and the Events Manager. From the population of 144 respondents, the study used stratified random sampling to select a sample of 120 respondents. Krejecie and Morgan’s (1970) formula is used in determining the sample size of the study. Questionnaires were used in collecting data from the respondents and SPSS was applied in analyzing the relationship between each independent variable and the dependent variable. The analysis includes descriptive statistics to show the average responses, Pearson correlation analysis to show how the independent variables relate with the dependent variable, and regression analysis to determine the regression equation of the study. The study’s conclusion showed that there is a significant positive relationship between cleanliness and hygiene and the performance of the 5-Star hotels in the country. Specifically, the results indicated that there is a significant and beneficial connection between performance of 5-Star hotels and cleanliness and hygiene within the organizations (r=0.222 and P< 0.05). Further it was established that there is an insignificant relationship with AI and hotel infirmaries (r=-0.037 and P> 0.05). The study also revealed AI would improve efficiency while saving cost and increase revenue to hotels (mean=2.25; standard deviation= 1.223). Thus, it can be concluded that AI and robotics are likely to play a major role in in improving the performance of hotels. Further, customers are likely to select hotels having healthcare systems and those that embrace cleanliness and hygiene. The study recommended that employees should be involved in the implementation of AI and robotics in 5-star hotels in Kenya to avoid loss of jobs. Also, the study recommended hotels to incorporate technology in their cleanliness and hygiene management processes, 5-star hotels should at least employ a physician within a mini-clinic in the facility. This study emphasized on the recommendation put in place by health authorities that social distancing needed to be observed. The study recommends further studies on AI and robotics before their implementation. Specifically, the AI delivery of services, creation of services, and interaction of services within hotels. Further, investigation on whether different segments of the customers will show willingness in the use of AI and also pay more for the premium services.