A Discussion on Changes in Consumer Behaviors and Marketing Coping Strategies during the Pandemic Era – A Case Study of the Hotel Industry and Catering Industry

ABSTRACT

To date, the COVID-19 pandemic has been affecting the world for three years, and it has greatly impacted the service industry, especially the hotel and the catering industries, which were the first to bear the brunt, as the pandemic changed the previous living habits and consumption patterns of many consumers. This study used in-depth interviews in qualitative research methods to conduct exploratory research of these two service industries and analyzed the changes in marketing environments and consumer behaviors faced by enterprises under this pandemic. The research results show that there were significant impacts and changes in the marketing macroenvironment (political, economic, social and cultural, and technological) and microenvironment (suppliers, competitors, and customers). Meanwhile, this study also put forward possible business opportunities for and threats to enterprises due to this pandemic. Finally, this study proposes strategic marketing implications and practical management suggestions for enterprises to adjust market segmentation and positioning. Furthermore, this study formulates the 7P marketing strategies of Product, Price, Place, Promotion, People, Physical Evidence, and Process to mitigate the adverse impacts of the pandemic.