HOTEL CRISIS MANAGEMENT FRAMEWORK: MARKETING STRATEGY IN RESPONSE TO COVID-19

Abstract

The Covid-19 pandemic has struck a crushing blow to the hotel business, with travel restrictions and virus spreading globally, the Hotel Industry altering the pandemic situations in crisis management strategy. This research aims to explore the Hotel Marketing Strategy in Crisis Management during the Covid-19 pandemic. Give insight into how developed countries can deal with a significantly extended crisis and recognize the crucial integrated strategy to survive the pandemic. This study employed a qualitative method with in-depth interviews with 13 hotel managers, both operations and management. Data were collected from the early second quarter to the end of 2020 to investigated the implementation of crisis management strategy. Crisis Management Framework in Hotel Marketing Strategy during the Covid-19 pandemic consists of four stages; the crisis reduction stage, readiness stage, response stage, and recovery stages. Each of the stages has different strategies in order to adjust the uncertain circumstance. Following the four phases of crisis management, this study gives an accurate and current scenario for hotel management to comprehend the construction of a crisis management plan. It also demonstrates the processes of crisis management framework analysis for researchers to undertake further studies in hotel crisis management.