Business Strategy for Atlantic City Hotel Facing Covid-19 Pandemic

Abstract

As the supporting industry of the economic sector, the tourism industry has been impacted deeply by the Covid-19 pandemic. The social activities restrictions in the early pandemic, from March to June 2020, became the biggest disaster for the tourism industry, especially the hospitality industry. Atlantic City Hotel is one of the hotels that survived this pandemic even though some financial restrictions have done caused by the decreasing income impact of the low occupancy rate. In this research, two kinds of data are used to obtain the information: primary and secondary data, then analysed using the PESTEL framework, Porter's Five Forces framework, and Perceptual Mapping framework to understand the external condition. On the other hand, the Resources-based view framework, Value Chain Analysis, and reviewing existing business model canvas are used for internal conditions. Using some methods such as SWOT analysis, TOWS matrix, Porter's Generic Strategy, Diamond Strategy, and adjusted Business Model Canvas will consequence business solution for Atlantic City Hotel facing the Covid-19 pandemic such as Hotels can pursue differentiating and cost leadership strategies at the same time. In addition, hotels can also make improvements in technology and its use for innovation activities. Technology is also used as a marketing tool, covering the lack of hotel facilities, and preventing the spread of the COVID-19 virus.