SURVIVING A PANDEMIC CRISIS: STRATEGIES FOR TOURISM AND HOSPITALITY INDUSTRY IN KENYA

Abstract

Global disease outbreaks have become a major concern for sustainability of tourism and hospitality industry. Recently, many top performing tourism destinations were gripped by Covid-19 and Kenya was not spared either. There are no ways of keeping the world safe from pandemics and so the main point of concern ought to be means of surviving when, not if plague strikes. Therefore, this paper aims to offer answers to what can be done to mitigate devastating effects of pandemics in tourism and hospitality operations. The research systematically reviewed 40 articles which were selected using the PRISMA flowchart criteria. The review examined both reactive and proactive coping strategies that have been devised to help the industry bounce back after a pandemic crisis. Based on the analysis, promotion of domestic tourism, tax waivers, economic aids and demonstration of commitment to safeguard heath were found to be the most common reactive strategies, while diversification of products, shift to other market niches and review of travel policies were found to be the most common proactive strategies. This study proposes the following as survival strategies for the industry; market and product diversification, a cohesive cross-border collaboration within the EAC, substantial automation of sectors, endorsement of certified safe destinations and a special fund for the industry. The study advances knowledge about pandemic crisis management by highlighting the most promising and plausible strategies to navigate the on-going pandemic crisis and those that are unforeseen. The study results have practical implications on what Kenyan tourism and hospitality stakeholders can do in readiness for pandemic predicaments.