Abstract
The current COVID-19 pandemic, which is alarming for another global economic recession, puts the sustainable development of the tourism system under high consideration. The tourism industry is a key generator of foreign exchange across the region. However, tourism is one of the sectors most affected by the global pandemic. Through a case study in Taiwan, the objective of this study is to show how an Evergreen hotel fixed itself on existing and recovering in the hospitality business during the COVID-19 pandemic in 2020 using the combination of the problem hierarchy analysis (PHA) and the Teoriya Resheniya Izobreatatelskih Zadatch (TRIZ) or the so-called theory of inventive problem-solving technique. Following PHA technique and extensive investigation, the management team determined that the most recent problems at the Evergreen hotel are in marketing and human resources. The 39 parameters and 40 principles of TRIZ were used to determine the improvement solution and create a solution strategy that simultaneously simplified critical control-point (CCP) processes and improved the correctness of tasks, increasing CCP efficiency and supporting and satisfying customer demands in the COVID-19 pandemic in the world in general and in Taiwan in particular. The results revealed that customer bookings grew over the four quarters of 2020 due to adjusting the cancellation policy, discounting, and segmenting the market from international to domestic, increasing the CCP efficiency percentage and customer rating score from 19% to 40% and 8.3 to 8.5 score, respectively. Aside from that, changing the hotel structure with a partnership with the Taixie company assisted Evergreen in reducing various cost pressures to manage the business and recover after a difficult period. This paper can be a useful reference for managers, investors, governments, and policymakers to improve the sustainability performance in the tourism industry.
Highlights
The world is currently fighting a global infectious pandemic known as COVID-19, which started in December 2019 [1]
The purpose of this study is to employ Teoriya Resheniya Izobreatatelskih Zadatch (TRIZ) contradiction matrix to identify the key issues with domestic customers’ booking habits and old standard operating procedure (SOP) produced by the marketing and manager departments during the COVID-19 period
This study revealed that revising domestic traveling could be the trend of the years, and opportunities could come from this point
Summary
The world is currently fighting a global infectious pandemic known as COVID-19, which started in December 2019 [1]. Has the global healthcare system been put in a state of emergency, but the global economy is predicted to suffer. To stop the spreading of the coronavirus, limitation on human interactions is reported to be a feasible measure that is commonly applied across countries and regions [2]. The impact of these measures together with the current burden of the healthcare system has increased vividly in both micro and macroeconomics. Fernandes et al [3] conducted a review and forecasted the effect of this pandemic. Due to the uncertainty of lockdown duration and the recovery, the study predicts that the GDP growth can be decreased from
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