Post-COVID-19 Impact on the Oman Tourism Market: Coping Strategies of the Hospitality Sector in Dhofar Governorate

Abstract

The COVID-19 pandemic spread rapidly worldwide. The tourism industry has suffered deep losses that have profoundly impacted attracting tourists and services offered, where many hotels are temporarily or permanently closed. This exploratory study has been conducted to study the impact of the pandemic on the hospitality sector in Oman. It contributes to the literature by providing new managerial insights and perspectives on the management of hotels during crises. Employing a case study approach supported by qualitative analysis, the study investigated the experiences of hotel managers in coping with challenges presented by the pandemic, the benefits of government support programs, employee retention, and adopting revenues and cost-saving strategies during the crisis. The study collected authentic opinions through semi-structured interviews with hotel managers in the Dhofar region (Oman). The analysis revealed that hotel managers suffered from several issues (challenges): stress, shortage of employees, financial losses (e.g., liquidity problems), closures, reopening, and difficulties adapting to change. This study emphasizes coping strategies to mitigate the onslaught of the COVID-19 crisis, which the tourism industry encountered amid the pandemic and post-pandemic. The study also provides suggestions that hotel managers, in collaboration with government officials, need to set up more support programs that will address the challenges faced by the hospitality sector, which is the crux of this research.