Case 1: Resilience and recovery in the tourism industry during COVID-19

Fandy Tjiptono, Ghazala Khan, Soo Yeong Ewe

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Otherpeer-review


Tourism and hospitality industry in Indonesia and Malaysia has been badly impacted by the COVID-19 pandemic, including the dramatic drop of total sales and profit. The hotel operators have been facing various challenges and struggling to survive. As a result, there were many new marketing strategies implemented in the hotel industry to survive and grow during this global crisis. This book chapter discusses the problems and issues occurred in the tourism and hospitality industry in Indonesia and Malaysia during the COVID-19 pandemic. In addition, the book chapter presents four key inter-related Marketing strategies: (1) Cost-based; (2) Product/service-based; (3) Market-based; and (4) Community-based strategies, which were implemented by the hotel operators to combat the threat of the health crisis. While cost-based strategies reflect a survival-based strategy, product/service-based and market-based strategies stimulate potential growth, and community-based strategies enhance long-term image of hotel businesses and maintain good relationships with key stakeholders.
Original languageEnglish
Title of host publicationMarketing Case Studies in Emerging Markets
Subtitle of host publicationContemporary Multi-Industry Issues and Best-Practices
EditorsDilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent
Place of PublicationCham Switzerland
Number of pages14
ISBN (Electronic)9783031516894
ISBN (Print)9783031516887
Publication statusPublished - 2024

Publication series

NameSpringer Business Cases
ISSN (Print)2662-5431
ISSN (Electronic)2662-544X


  • Survival strategies
  • Marketing strategies
  • Tourism
  • health crisis
  • Malaysia
  • Indonesia

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