COVID-19 shock in the hospitality industry: its effect on hotel operations within the Bono region of Ghana

• Published in: African journal of economic and management studies 2023-11, Vol.14 (3), p.355-378
• Main Authors: Deri, Mildred Nuong, Ari Ragavan, Neethiahnanthan, Niber, Augustine, Zaazie, Perpetual, Akazire, David Anandene, Anaba, Martha, Andaara, Dorlaar
• Format: Article
• Language: English
• Subjects: Best practice; Business; COVID-19; Customers; Employment; Happiness; Hospitality industry; Hotels & motels; Hygiene; Innovations; Marketing; Memorable experiences; Operators; Pandemics; Transformation
• ISSN: 2040-0705; 2040-0713
• DOI: 10.1108/AJEMS-07-2022-0264

PurposeThe COVID-19 pandemic has long-lasting effects that necessitate business revision, innovation, and transformation in the hospital industry. The research in this field is, however, still incredibly underdeveloped. Hotels have faced unprecedented pressure due to the outbreak of novel COVID-19, forcing many to close temporarily or permanently. The aim of this study is to assess COVID-19 effect on hotels within the Bono region of Ghana, as the protocols are currently relaxed.Design/methodology/approachUsing a quantitative approach, a stratified and purposive sampling method was used and 174 hotel managers in the Bono region responded to the research questions in relation to how their businesses were affected by the COVID-19 pandemic.FindingsThe findings showed that the most prominent and recurring measures among hotels are the application of hygiene standards, employee training and awareness, reduction of employees’ guest contact and ensuring a safer environment for both guests and employees.Research limitations/implicationsThe study’s sample frame covers hotels in the Bono region of Ghana with lower star classifications, ranging from affordable to three stars in quality and service. Hotels should emphasize the importance of providing their personnel with ongoing training and education to prepare them to deal with the outbreak of the pandemic.Practical implicationsAs a result, the study suggests that hotel operators give innovative, fascinating and delightful accommodation experiences that may boost customers’ authentic happiness, as well as offer possibilities for customers to gain positive, memorable experiences from their experience.Social implicationsAcademia and hotel managers need to contribute to theory development in hotel marketing by analyzing changes in customer expectations and industry recovery measures to affect good changes in industry best practices in the aftermath of the epidemic.Originality/valueThis study makes a significant contribution to the body of knowledge of the service delivery system model research because it is one of the initial studies to examine hotel business operations and activities during the COVID-19 utilizing the Bono region as a case. Theoretical, managerial and policy implications are discussed to cope with this crisis.