Abstract
The global spread of Covid-19 has been a serious threat to the tourism industry. Despite the massive damage, companies are implementing various measures to survive and adapt to the environment. The purpose of this study was to examine the specific strategies implemented by hotel companies. To achieve the research objectives, “Bigkinds”, a news search and analysis tool of the Korea Press Promotion Foundation, was used, and the time range was from January 1 to December 31, 2020. Through the analysis of the contents of news articles, the hotel company's specific marketing strategies, which were difficult to access at the academic level, and the commonalities in responding to crises caused by changes in the external environment were derived. First, hotel companies were introducing untact technologies. Second, hotel companies are developing food and beverage products suitable for the current situation and changing their sales channels. Third, hotel companies are diversifying package products with low-price policies while changing their sales channels. Based on the analysis results, the limitations of this study and subsequent research directions with theoretical and practical implications were presented.
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