Practical Analysis of Long-Term Impacts of Hotels Strategic Responses and How to Overcoming in the Covid-19 Crisis?

Abstract

Abstract: This study explores the interplay between public measures adopted by the governments to combat COVID-19 and the performance of the hospitality industry. Overall, our findings show that most of the government interventions were associated with a negative response in the returns of the hospitality industry, a response that became more negative as the COVID-19 pandemic evolved. The main research shows that labour actions, especially plans for temporary employment regulations, innovation and differentiation strategies, and reorientation to closer markets and obtaining information from official sources as a guarantee of their certainty, are the measures that have a greater impact on the possibilities of recovering hotel activity. In addition, government measures that contribute to the improvement of the financial situation of firms can also play a relevant role in hotel recovery. The aims to identify the possible shift in importance of hotel choice and satisfaction attributes during the Covid-19 pandemic. To explore a shift of importance, a qualitative thematical analysis was chosen. Further, guest reviews were collected from two major OTAs. The resumption of activities during and after the pandemic, comparing the COVID-19 pandemic with previous public health crises, and measuring the impact of the pandemic in terms of economics. However, the ongoing Covid-19 pandemic has decelerated and changed the hotel industry globally. For many guests, it is the first time, they travel after the hotel industry almost stopped globally, with lockdowns and curfews. A hotel company is interconnected with various partners in the supply chain, thus, the problem in hotel operation is transferred upstream the supply chain. provisions to cope with the new reality, including safety measures, technology application, quality of service, marketing communication, human resource management, and the supply chain management. Keywords: COVID-19, pandemic, hospitality industry, tourism, systematic, hotel business, safety, WHO, variants, Crisis management, Lockdown, healthcare, hotel management, AI