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Abstract
The Covid-19 pandemic has impacted various business sectors including the tourism sector. Hotel industry in Denpasar City has closed its business operations, laid off its employees and terminated their employees. This study was conducted to map the distribution of employees layoff at star hotels in Denpasar City and formulate strategies for star hotels to reduce employee layoff rate due to the Covid-19 pandemic. Eight (8) star hotels in Denpasar City were used as samples based on the data released by Bali Province Manpower and Energy Office in 2020. Questionnaires were distributed to collect data from October to December 2020. This study employed a combination of qualitative and quantitative methods in the forms of qualitative descriptive analysis approach, SWOT analysis and QSPM. The results showed that the largest number of layoffs occurred in the 3-star hotel cluster with an average layoff of 32 percent. Market penetration through optimization of information technology-based promotion tools (IT) is proposed as the main strategy to overcome the problem. The results of this study are expected to provide overviews and recommendations for hotel management in applying this strategy more effectively through professional communication and resource management in order to avoid employee layoffs.
Highlights
The global covid-19 pandemic has encouraged governments worldwide to implement work from home (WFH), lockdown and stay at home policies
The secondary data analysis results retrieved from Bali Province Manpower and ESDM Office (2020) and primary data showed that the highest layoffs occurred at Hotel Neo Denpasar, a 3star hotel with 61.54 per cent Samata Sanur Bali at 47.62 per cent. 4-star hotels have laid off less than 20 per cent of their total employees
The mapping results show that the highest layoffs occurred in the 3-star hotel cluster, with an average percentage of layoffs reaching 32 per cent, followed by 2-star and 4-star hotel clusters with 28.57 per cent and 15.5 per cent
Summary
The global covid-19 pandemic has encouraged governments worldwide to implement work from home (WFH), lockdown and stay at home policies. These policies have changed the behaviour and culture as the society used to do frequent social activities through tourism had to stay at home. The Covid-19 pandemic requires society to keep a safe distance, and the stay-athome is a new trend to reduce the spread of the Covid-19 virus, including in Indonesia. These changes caused chaos, especially in the economic sector. It brought about impacts to the food supply, threatened 29.5 per cent of the total national workforce
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