Impacts and Adaptive Strategies of the Hotel Sector Amid the COVID-19 Pandemic: A Case Study of the Hotel Sector in the Siem Reap Province

Abstract

Purpose

The COVID-19 pandemic had a huge negative impact on the world’s hotel industry from the beginning of 2020. As a result of the pandemic, the majority of hotels around the world have decided to close temporarily. It examines the challenges faced by hotel managers and the strategies used to survive.

Design

This research can motivate hotel companies around the world to better understand pandemic situations and develop effective anti-pandemic policies. Based on online in-depth interviews with 25 hotel managers, the findings shed light on the various challenges to hotels.

Findings

Findings have shown that the hotel industry has been able to adapt their business for the short term with post-COVID-19 strategies still having limitations. To survive the duration of the pandemic hotels have adopted strategies: reducing employees, promotions and discounts and changing the market segment, as well as levels of maintenance of hygiene and cleanliness. The hotel industry can implement opportunities toward change through government support, crisis management, cooperation with travel agencies and technology.

Research Implications

The current research is to determine the impact of COVID-19 and the adaptive strategies on the hotel sector in the Siem Reap province by the following objectives: (1) To analyse the impacts of COVID-19 in the hotel sector, (2) To identify adaptive strategies in dealing with COVID-19 in the hotel sector and (3) To explore post-COVID-19 strategies of the hotel sector after the COVID-19 pandemic. A qualitative method was employed in the research online and in-depth interviews were conducted with the owner and general manager.

Originality-Value

The study suggests that hotels focus more on survival strategies for the short term, so the topic for future research could be to investigate details of strategies after the COVID-19 pandemic in order to research what the hotels' strategic solutions will be and how they will manage the operation after the COVID-19 pandemic for long-term strategies.

Citation

Kham, S. and Nhem, S. (2022), "Impacts and Adaptive Strategies of the Hotel Sector Amid the COVID-19 Pandemic: A Case Study of the Hotel Sector in the Siem Reap Province", Korstanje, M.E., Seraphin, H. and Maingi, S.W. (Ed.) Tourism Through Troubled Times (Tourism Security-Safety and Post Conflict Destinations), Emerald Publishing Limited, Leeds, pp. 231-249. https://doi.org/10.1108/978-1-80382-311-920221012