| Abstrakt: |
The hospitality sector is extremely sensitive to economic and political crises, particularly during war, as it significantly affects hotels. Political and economic crises substantially impact the survival of hotels, especially during war. The war in Ibb City, Yemen, has increased homelessness, deflation, unemployment and fewer tourists visiting the city. Given the context, this research aims to identify the factors that help hotels in Ibb City survive during times of crises. The study employed a qualitative case study method. Experts in hospitality management, specifically the general managers of four-star hotels in Ibb City, were interviewed in-depth and face-to-face. Thematic content analysis was used to analyse the collected data. The findings show that the factors that contribute to the survival of hotels are a strategic location, a grand opening, customer loyalty, a good reputation, quality service, experienced staff, pricing policy, and ownership of property. Furthermore, the study reveals the importance of hospitality managers identifying new target markets during a crisis and then adjusting their hotel's business strategy accordingly. In addition, hospitality managers must implement strategies compatible with the prevailing environmental conditions to survive and sustain. In conclusion, the study results yield useful theoretical and practical insights to guide the managers in the hospitality industry toward business adaptation for survival by highlighting the critical factors that hotels need to survive and the long-term implications of these factors for hotel performance. [ABSTRACT FROM AUTHOR] |
