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

Author

Listed:
  • Jovana Matijević

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Seweryn Zielinski

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

  • Young-Joo Ahn

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea
    Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

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.

Suggested Citation

  • Jovana Matijević & Seweryn Zielinski & Young-Joo Ahn, 2025. "Exploring the Impact of COVID-19 Recovery Strategies in the Hospitality and Tourism Industry," Administrative Sciences, MDPI, vol. 15(4), pages 1-23, April.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:4:p:142-:d:1635618
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    References listed on IDEAS

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    1. Jinyan Chen & Susanne Becken & Bela Stantic, 2023. "Travel bubbles to maintain safe space for international travel during crisis – emotions reflected in Twitter posts," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(15), pages 2479-2493, August.
    2. Li, Xun & Gong, Jian & Gao, Baojun & Yuan, Peiwen, 2021. "Impacts of COVID-19 on tourists' destination preferences: Evidence from China," Annals of Tourism Research, Elsevier, vol. 90(C).
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