Phase-specific pandemic survival strategies: Insights from tour operators

Kai Xin TayFaculty of Business, Economics and Accountancy, University Malaysia Sabah, Kota Kinabalu, Thanam SubramaniamSchool of Hospitality, Tourism and Events, s University, Subang Jaya, MalaysiaCentre for Research and Innovation in Tourism , s University, Subang Jaya, MalaysiaSustainable Tourism Impact Lab, s University, Subang Jaya, Jennifer Kim Lian ChanFaculty of Business, Economics and Accountancy, University Malaysia Sabah, Kota Kinabalu, Neethiahnanthan Ari RagavanSchool of Hospitality, Tourism and Events, s University, Subang Jaya, MalaysiaFaculty of Social Science and Leisure Management, s University, Subang Jaya, S Mostafa RasoolimaneshSchool of Business and Law, Edith Cowan University, Joaquim Dias SoeiroSchool of Hospitality, Tourism and Events, s University, Subang Jaya, MalaysiaFaculty of Social Science and Leisure Management, s University, Subang Jaya

Tourism and Hospitality Research

Published online on June 11, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
The coronavirus disease 2019 (COVID-19) pandemic and a significant and negative impact on the tourism sector, and effective strategies were required to resolve pertinent challenges. The present study sought to appraise the survival strategies of Malaysian ...