Crisis management assignment: Strategy to Prevent Sri Lanka

Question

Task: You are required to prepare a crisis management assignment discussing the role of a crisis management plan at the destination level. You should first outline the component parts of a crisis management plan. Next, using case studies published in the academic literature, demonstrate the role of each component of a crisis management plan. Finally, select a destination that has the potential to suffer a crisis event (a cyclone or earthquake for example) and outline how a crisis management plan may assist the destination’s tourism industry to respond to a crisis event.

Your assessment should be no longer than 2500 words, excluding academic reference. You are expected to include at least 12 academic references.

Answer

Introduction
Crisis management plan is a document that provides description of the actions and processes a tourism organisation need to adopt so that response to a critical situation can be provided. As stated by Quinn, Folsom and Garretson (2019) the decisions can have an adverse effect on the profitability, reputation as well as consider the ability to operate in areas that may be deemed as an assist for dealing with the crisis. The aim of the assessment is to discuss the role a crisis management plan plays at a destination level. It has been evidenced that various natural events and hazards have led to crisis which in turn have led to the loss of profit specifically for the tourism industries. The assessment analyses such a destination which has the potential to suffer from crisis events and provides an outline of a crisis management plan that can help the tourism industry of the destination.

For the assessment the tourism destination selected is Sri Lanka. The reason for the selection of the South East Asian island-country is that the place possesses high intensity of being hit by cyclone. Zólyomi (2019) is of the opinion that even in the past, reports of natural crisis had been received which dented the tourism industry of the country. The management plan undertaken to prevent the country to be hit by such natural crisis can be clearly defined in the analysis. The rapid recovery actions undertaken to help Sri Lanka during this time can be provided in the assessment.

Discussion
Understanding of tourism crisis theory: Tourism crisis theory pertains to the developing measures as well as plans that are required to be undertaken so that a prompt as well as effective response to any disaster can be taken. As stated by Bundy et al. (2017) in the case of natural disasters like cyclone or earthquake, the safety of the people in a destination is the primary concern. The reason for the focus being shifted more towards the tourism destinations is that it provides economic stability to a country and houses people coming from different regions. Hence, the tourism crisis theory can be considered as one of the most important aspects that can be associated with the helping people during the crisis.

One of the features of the theory is that it considers the crisis in three phrases. At the initial stage, that is the pre-crisis stage, prevention and preparation of the crisis is undertaken. According to Williams et al. (2017), this is usually done having experienced a crisis leading to problems in the economy of a destination. This stage, sets up effective strategies that are to be included in a crisis so that a management team can be developed to prevent the spread of the crisis further. The second stage, is associated with the prevention activities undertaken. As identified by Christensen, Lægreid and Rykkja (2016) the response to the crisis depends on the preventive measures as well as the management team that has been put forward to deal with the crisis at hand.

The crisis management team, deals with the crisis and tries to identify rapid ways to help improve the situation. The components of a crisis management include public relations, law enforcements, financial advisors as well as operational support staff. In the opinion of Giegerich (2017) these act as the stakeholders to the crisis at hand and helps in dealing with the situation. This stage is central to the future actions and the way by which each of the crisis management situations can be dealt with. It sets up the ways by which post crisis situations can be managed so that in the future response or prevention of the situation can be done in an efficient manner.

The post-crisis phrase provides opportunities for the tourism industries to return to work in a usual manner. However, as stated by Coombs and Laufer (2018) the businesses need to be cautious so that in the future does not be prevalent which may lead to more loss. For this, follow-up communication and regular update of a situation need to made. For example, in the case of cyclones, regular updates from weather reports need to be made based on which the situation for the future needs to be dealt. Hence, the tourism crisis theory provides a full circle assessment of any crisis and helps in the determination of rapid recovery steps for the crisis.

Key elements of a destination crisis management plan

For formulating a destination crisis management plan, it is necessary to understand the elements or components that make up a successful plan for the prevention of the crisis as well as make rapid recovery after the crisis has been taken care of. These elements include:

Planning scenarios: A set of crisis scenarios are created so that it can serve to provide guidance to the plan. The success criteria for this specific planning scenario is that it needs to consider every possible situation that may occur which may hinder the progress and growth.

Flexible set of respondents: Flexible and pre-set responses are to be developed so that the unexpected scenarios in a crisis can be dealt with. The reason for this being important is that in the case of real crisis planning scenarios and simulation does not match.

Plan to match respondents to scenarios: This element helps in making links between the planned scenarios as well as the respondents. According to Pursiainen (2017), this requires proper planning of the scenarios and identify whether the respondents are suitable for the scenarios. This element is important for setting up a team.

Designated chain of command: A specific command chain can help in making lists of the disasters and crisis that may be seen in an area. A rapid centralised response is required in the case of crisis so that proper understanding of the situation takes place along with its solution.

Activation protocols: Protocols need to be activated as well as coordinated so that actions can be identified. These protocols need to be set before the looming of the crisis to understand its response during the situation and ensure that the specific modules associated with the activation of the protocols take place.

Command post and backup: These are backup posts and command centres that may come useful in providing rapid care in case of emergency or in the case of multiple casualties during the crisis. As stated by Bénaben et al. (2016) these posts remain updated with the current situation.

Communication channels: Clear communication channel need to exist so that proper and rapid assistance can be provided. Updating the situation during and post the management of crisis also need to be made so that the situation can be controlled. The messages need to define the exact occurrences.

Backup resources: The critical resources are to be considered if necessary. Every resource needs to have a backup so that the crisis can be managed perfectly and at the same time proper aid can be provided to the tourism industries to cope up with the limited resources.

Simulation exercises: The simulation exercises can continue to help in the progress of the crisis management team. Bundy et al. (2017) stated that without regular exercises it can be difficult to execute the plans laid in the case of real crisis.

Post crisis review: Each crisis provides an opportunity for learning and the post crisis review provides with an opportunity to understand the things that were wrong and need to improve upon. Positives also considered.

Selection of appropriate case studies

For the completion of the assessment in a successful manner, analysis of a specific destination needs to be made. The tourism industry has grown rapidly in the last ten years and the resultant growth have provided the concerned countries with opportunities to improve on the economy. As such Uitdewilligen and Waller (2018) stated that any form of natural crisis or disaster may dent the progress made and have a severe negative impact on the ways by which economic condition can be improved.

Hence, for the understanding of the crisis management plan and the recovery actions thar are adopted, the assignment focuses on a specific tourism destination. For this assessment, the destination selected is Sri Lanka. Sri Lanka is an island nation located in the Indian Ocean in the South East Asia region. The estimated GDP of the nation is $321.856 billion and is considered as one of the best tourist destinations in the world.

Justification of selected destination and identifying potential crisis events

The justification for the selection of Sri Lanka as a tourism destination is because over the decade, the island-country had reported crisis in the form of having to deal with cyclones. Reports from Wolbers, Boersma and Groenewegen (2018) of the 2000 cyclone, 2004 Tsunami and 2019 cyclone “Bulbul” had caused great damage to the island-country. Due to its location in the Indian Ocean and being adjacent to the Bay of Bengal, Sri Lanka is prone to such violent cyclonic threats.

Apart from the big cyclones, the island-country stands in danger of being flooded during its monsoon seasons. Hence, identification of the potential crisis events in the case of the cyclones and its impact on the people as well as the tourism industry in the country are analysed. As such the elements of a crisis management plan can be analysed to understand the potential crisis event that may hit Sri Lankan tourism. The focus is on cyclone and its effect on Sri Lanka and its tourism sectors.

Planning scenarios: In this case, the planning scenario need to focus on the effects that a cyclone can have. Planning scenario in this case can be made from the experiences gained from the early crisis of the cyclones. Hence, emergency situations can be developed.

Flexible set of respondents: In this case, the Sri Lankan tourism industries can have planned scenarios related to the management of crisis. For example, in the case of cyclones evacuation measures and medical containment facilities can be set up so that the crisis can be dealt with ease.

Plan to match respondents to scenarios: In the case of the cyclone scenarios, the Sri Lankan tourism usually have teams ready to commence with the management of the crisis. The communication between the team and the concerned sector helps in the development of rapid responses required for the scenario.

Designated chain of command: In Sri Lanka, during the cyclone crisis, the Government takes central stage of command. The chain of command is direct from the Government to the employees rendering easy accessibility of the crisis and at the same time find specific and quick solution.

Activation protocols: According to Boin, Stern and Sundelius (2016), present activation signals for detecting cyclones exist in the coastal areas of Sri Lanka and the tourism sectors situated near the coastal areas. These help in identifying the effectiveness of the cyclones and its potential impact.

Command post and backup: Sri Lanka has various such command posts and backup to deal with the crisis. This is because the island-country continuously face with threat of cyclone and hence, a crisis management team always remains ready for such situations.

Communication channels: The Sri Lankan Government maintains a clear communication with the people during the crisis. In the words of Christensen, Lægreid and Rykkja (2016) the communication pertains to the effectiveness of the situation and the steps taken in a systematic way for dealing with the crisis.

Backup resources: The backup resources for Sri Lanka is limited considering the population and the magnitude with which cyclones usually hit the island-country. However, aid from the international market is always accepted to deal with the situation.

Simulation exercises: For Sri Lankan tourism sectors, regular simulated exercises are not much required mainly because, during the monsoon, one part of the country or the other gets severely effected. Hence, real time situation is usually dealt with by the crisis management team.

Post crisis review: The post crisis review usually considers the positives from the current situation and apply it in the future. Future planning of dealing with the crisis is usually considered by the management team. The plans are executed as a near perfect response to the crisis.

Understanding crisis management plan assisting rapid recovery

Post-crisis it is important to ensure that a rapid recovery is made. From the analysis of the condition in Sri Lanka it can be evidenced that the crisis management plan has medium strength and therefore require lot of wok for development. According to Vardarl?er (2016), the crisis management plan for rapid recovery can be considered as an effective way to understand the steps taken by the tourism sector in the island-country as well as the support received from the crisis stakeholders. Although in the post crisis phrase, the crisis does not remain the focal point, strategies for maintaining the future need to be made.

For Sri Lanka, places that affected by the crisis is a continuous process mainly due to the threat of cyclone during each monsoon season. In the words of Boeke (2018) this brings about a set of new infrastructures within the tourism sector that may keep any natural disasters at bay. It is usually difficult to understand the magnitude of the cyclone as most of the cyclones originate in the Bay of Bengal or the Indian Ocean. However, as stated by da Silva Avanzi et al. (2017) with an estimated prediction of the magnitude, the post crisis recovery can be considered as having the affinity to build a strong infrastructure in the country. At the same time, communication with the stakeholders also help in rapid recovery.

Often it has been seen that famous people and well-to do celebrities in the island-country had come forward in helping the people as well as the tourism industry. As suggested by Stieglitz et al. (2018) the organisation of charity matches and events had helped Sri Lanka move forward from the ill effects of the cyclones that had hit the country. Liu, Shankar and Yun (2017) pointed out that one of the characteristics that can be associated with crisis management is that it provides a learning experience for the nation. In the case of Sri Lanka with rapid cyclonic interruption in every day lives of the people, the crisis management team remains well trained to assist during and after a crisis.

Therefore, the nature of rapid recovery from the crisis and the contribution of the crisis management team depends on the situation faced and the learning experience gained. As stated by Kovaltchuk et al. (2016) while in Sri Lanka, a crisis team can provide rapid recovery results despite having mediocre strength to prevent the impact of cyclones, in other countries like Italy, in which cyclones are rare events, the recovery time is less. Hence, from the analysis Kreuder-Sonnen (2018) is of the opinion that tourism industries all over the world need to seek ways to prevent the crisis based on the situation. In Sri Lanka, the crisis management team need to be strongly developed so that rapid response rate can be seen in the future. ?

Reference
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