Exploring the Impact of COVID-19 Recovery Strategies in the Hospitality and Tourism Industry

Abstract

The COVID-19 pandemic presented an unprecedented challenge for the tourism industry, disrupting operations, reducing customer demand, and forcing businesses to adapt quickly to a new reality. This study explored the impact of COVID-19 on the tourism and hospitality industry and addresses a specific research gap: the limited application of structured theoretical frameworks—particularly the three-R stakeholder collaboration model—in examining recovery strategies. Prior studies have largely focused on individual tactics or short-term impacts, rather than a structured, stakeholder-driven, multi-phase recovery process. Employing a qualitative research design, this study used grounded theory to investigate how tourism service providers and key stakeholders navigated the challenges of the pandemic. Data were collected through semi-structured interviews with 20 participants, including tourism business owners, hotel and event managers, public sector employees, and academics. These insights offer a comprehensive, multi-perspective view of how the industry navigated the pandemic. Grounded theory was used to inductively develop a model of recovery behaviors, with data coded through open, axial, and selective stages using MAXQDA 2020 software. Findings revealed several key strategies—such as cost-cutting, digital transformation, and cultural adaptation—that enabled businesses to maintain operations during the pandemic and recover in its aftermath. Finally, refashioning business models through digital transformation, the diversification of services, and a shift to local markets helped tourism providers adapt to the changing environment and ensure long-term resilience.