Lessons from the Crisis: accommodation strategies for coping with the COVID-19 pandemic in São Luís, Maranhão
DOI:
https://doi.org/10.5007/2175-8077.2024.e89992Keywords:
Strategy, COVID-19, Impacts, Crisis, Hospitality SectorAbstract
Goal: To identify strategies used by micro and small businesses in the hotel sector of São Luís do Maranhão to cope with the impacts of COVID-19.
Methodology/approach: Exploratory, cross-sectional, descriptive, and qualitative study conducted between January and August 2021, involving 12 micro and small lodging businesses. Data collection was carried out using a semi-structured script, and the transcribed statements were subjected to content analysis.
Originality/relevance: Given the complexity imposed by COVID-19, the strategic adaptation of micro and small hotel businesses emerges as crucial in facing the challenges triggered by the global health crisis.
Main findings: The results show diverse impacts: financial difficulties alongside improvements in stakeholder relations and revenue. Crisis strategies varied according to the groups involved. For employees and customers, promotions, cost management, adoption of health protocols, and layoffs were prominent. In relation to suppliers and competitors, negotiations and business cooperation stood out. Support institutions were crucial, providing subsidies and technical assistance for recovery. In the post-pandemic period, key learnings included health protocols, cost reduction, increased use of virtual channels, and strengthened partnerships within the supply chain.
Theoretical contributions: This study advanced, compared to Gomes (2021), by presenting findings on the impacts and coping strategies related to COVID-19 in the hotel sector of a Brazilian destination that had not been previously investigated.
Management contributions: The research highlights that pandemic experiences reinforced the educational nature of crises, driving organizational changes that promote competitiveness and help businesses face future adverse scenarios.
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