| Abstract [eng] |
The tourism industry is highly vulnerable to crises, such as terrorism like the 9/11 incident, economic downturns like the global economic crisis, pandemics such as the covid-19 pandemic, and political instability such as the crisis currently going on between Russia and Ukraine. These crises can have devastating effects on tourism businesses, leading to significant revenue losses and even bankruptcy for many tourism agencies. This project aims to identify and analyze effective survival strategies for tourism businesses during crisis periods. Through a comprehensive review of literature and case studies, this project will explore strategies such as competitive marketing strategy, digital innovation strategy, customer relationship management strategy, business resilience strategy, financial management strategy and profit maximization strategy. The study further recommends specific survival strategy for tourism businesses during crisis. The findings of this project will provide valuable insights for tourism businesses, policymakers, and industry stakeholders on how to mitigate the impacts of crises and ensure the long-term sustainability of the tourism industry. |
