4R Concept of Crisis Management
Crisis management is the process by which a firm deals with disruptive or unexpected events. A crisis occurrence can severely bring about damage to reputation and marketability. Effective crisis management measures are crucial in any firm to maintain a clean market and a clear reputation. In this essay, we will outline recommendations for the Hong Kong tourism business on how to overcome crises based on the 4R concept. This entails putting up measures and plans to respond to disasters and unfortunate, unforeseen events to minimize the negative impacts on visitors and the tourism industry.
To begin with, the first R is to React. It is impossible to prepare for everything, thus demanding situations call on you to react. This is where you plan your plan comes in play. One, you should have prepared responses for known or foreseen issues and complaints from respective tourists. Having a call center or a hotline in which tourists can readily reach out to is very crucial in crisis management as a tourist will readily present their problem thus making it easy to solve the matter at hand quickly. (Scott, 2018)Here you can contact relevant people to help in solving the crisis at hand.you should also consider the best approaches in addressing the issue and the best way to respond to complaints. The pressure will build up but thus calls for judgment call to resolve the crisis in a way they deem fit before the crisis rears its ugly head. At this point, the firm stands a risk of losing its reputation and losing its market, which is the tourists.
The next R is “Research.” This is the stage where you have to gather enough appropriate in-tell before responding. The tourism industry needs to research the issue and determine the proper actions to take to solve the problem. They can also seek advice or help from firms that experienced the same kind of crisis. The firm can also research the recurrence of the same crisis and seek appropriate measures to prevent the same from happening again. (Mansour, 2013) Through this, the firm might also be able to warn the tourists, be it that the crisis threat can be foreseen or is expected to happen, That way, the tourist can be psychologically prepared as to what they should expect. Also, onsite consultation makes planning and responses more practical. This will equip the firms with the necessary tools to preserve their reputation and marketability.
Also, the third R is “Respond.” The tourism firm should ensure that they reply as quickly as possible and ensure to stay in communication with your dissatisfied tourists. Even when the firm does not have a solution at hand, it should outline the firm’s effort in seeking a solution as quickly as possible. Also, give out a place in which they can find the latest information regarding the crisis. Tourists are unfamiliar with the local geography. Thus in times of crisis, tourists require immediate evacuation. (Jiang, 2018) Unlike the locals, foreign tourists may often want to return home after the first crisis encounter. The firm should support and facilitate the sending back of the tourists, and this is an integral part of the tourist crisis management plan. By doing this, the firm is guaranteed to preserve the firm’s reputation and marketability.
Lastly, the ultimate crisis management R is “Recovery”. The ultimate purpose for tourists crisis management is to recover the tourist’s traffic to their destination and tourism facilities. The tourism industry firm should facilitate the tourists’ recovery in the most comfortable manner as a sign of good gesture. Recovery is often given in relatively small weight as it mostly emphasizes the safe evacuation of the tourists. However, the firm may conduct this excise in a manner that would make the tourists feel a home. This creates a good picture for the firm, thus promoting a good reputation. (Mansour, 2013)
In conclusion, firms in Hong Kong should employ the 4Rs in crisis management in the tourism industry and employ strategies such as the formation of recovery teams, creation of strategic recovery marketing, effective use of social media in communication and marketing. The firm should also put more funding for marketing activity expenses. (Scott, 2018) By considering all these aspects, the tourism industry will retain its marketability and reputation.
References
Zhaoquan, H., and Tongming, J., 2013, January. Exploration on Long-term Teaching Quality Monitoring System of Hospitals Affiliated to Medical Universities Based on the Theory of Crisis Management. In 2013 Third International Conference on Intelligent System Design and Engineering Applications (pp. 751-754). IEEE.
Mansour, H.E., 2013, April. A Crisis Management in the Tourism and Hospitality Industry: A Review of the Theoretical and Empirical Literature and Suggestions for Future Research. In ISCONTOUR 2013: Proceedings of the International Student Conference in Tourism Research (p. 161). BoD–Books on Demand.
Jiang, Y., Scott, N. and Ritchie, B.W., 2018. Crisis Management and Strategic Implications. Strategic Management in Tourism, CABI Tourism Texts, p.264.