Adopting the Enhanced Crafting Strategy to Predict Hotel Resilience: Acces la Success

ABSTRACT

The tourism and hospitality sectors all over the world have been somewhat decimated by the COVID-19 pandemic. However, there are still many hotels operating today despite the calamity. Given the complexity and unpredictability of the hotel industry environment, this study enhanced the Crafting Strategy (CS) notion by adding the experimenting dimension and provides empirical support for the enhanced CS capability to predict hotel resilience, which are the novelties of this study. This study explained the relationship between CS, planned resilience (PR), reactive resilience (RR), and resilience outcomes (RO). A mixed methods analysis was used to analyze data from 150 hotel senior managers in Bali Island, the hardest hit tourist destination in Indonesia. The result revealed that experimenting is indeed a strong contributor to CS. Furthermore, CS shows a positive and significant impact to PR and RR. PR also has a strong influence on RR and the relationship between PR and RO (recoverability, adaptation, and innovation) is mediated by RR. Positive impacts of recoverability and adaptation on financial performance were also shown. In conclusion, hotels need to build and strengthen both their PR, and RR as they are equally important for the RO that is crucial for sustainability.