Abstract
Hotel industry has been severely affected by the COVID-19 pandemic. How do hotel businesses in Southeast Asian countries survive and thrive through this difficult period? The current research aims to provide useful insights regarding business survival and growth strategies during global pandemic by studying the business strategies used in hotel industry in both Indonesia and Malaysia, which are the countries with high COVID-19 cases. The present study employed qualitative research using an archival research approach. Secondary data were collected from publicly available and accessible daily newspapers (printed and online versions) in Malaysia and Indonesia. The findings reveal that businesses in hotel industry mainly used market-widening, market innovation and market maintenance strategies to help hotels compete effectively in the dynamic market and enhance its competitive advantage during the low demand time. This study contributes to the tourism literature relating to survival and growth strategies in hotel industry during crisis.
| Original language | English |
|---|---|
| Pages | 679 |
| Number of pages | 1 |
| Publication status | Published - 5 Dec 2022 |
| Event | Australian and New Zealand Marketing Academy Conference 2022 - Perth, Australia Duration: 5 Dec 2022 → 7 Dec 2022 https://www.anzmac2022.com/ |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference 2022 |
|---|---|
| Abbreviated title | ANZMAC 2022 |
| Country/Territory | Australia |
| City | Perth |
| Period | 5/12/22 → 7/12/22 |
| Internet address |
Keywords
- Business survival strategy
- Covid-19
- Tourism industry
