CSR strategy in tourism during the COVID-19 pandemic

ABSTRACT

Travel and tourism is one of the most affected sectors due to the COVID-19 pandemic, impacting economies, enterprises, and livelihoods worldwide. The pandemic has heavily damaged businesses across the tourism industry, including airlines, transportation, hotels, cruises, and others. Numerous tourism companies went bankrupt or had been struggling to survive, yet other ones have adapted their strategy and seized the crisis to transform their business for the post-pandemic future. This study aims at investigating the TUI Group's CSR strategic adaptability during the COVID-19 pandemic. The case study is based on a documentary analysis including such documents as annual reports, sustainability strategy, sustainability reports, and financial statements. The findings show that the pandemic crisis moved forward the company's transformation into a digital platform and its sustainability transformation. Moreover, the CSR strategy has been constantly adapted to the evolving COVID-19 environment. The company's efforts aimed at maintaining sustainable value have been primarily focused on supporting and engaging employees, ensuring safe holiday packages for customers, and supporting local communities and partners. Several implications are provided based on the study results.