Survival and growth in hotel industry: Indonesia and Malaysia

Soo Yeong Ewe, Ghazala Khan, Fandy Tjiptono

Research output: Contribution to conferenceAbstractpeer-review


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 languageEnglish
Number of pages1
Publication statusPublished - 5 Dec 2022
EventAustralian and New Zealand Marketing Academy Conference 2022: Reconnect & Reimagine - Perth, Australia
Duration: 5 Dec 20227 Dec 2022


ConferenceAustralian and New Zealand Marketing Academy Conference 2022
Abbreviated titleANZMAC 2022
Internet address


  • Business survival strategy
  • Covid-19
  • Tourism industry

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