Rebounding through the pandemic: towards the digitized and digitalized small hospitality business in China

Abstract

Purpose Grappling with the sweeping pandemic, the small hospitality business (SHB), smaller in scale and weaker in risk mitigation, has been seriously affected. The purpose of this study aims to supplement the unrepresented area of SHB in China from the digital perspective by drawing on instrumentalization theory (IT). Design/methodology/approach Based on two appropriate and detailed SHB cases, this paper adopted a qualitative approach to understand and conceptualize the focal issue. Findings This study identified the factors affecting SHB at operational, managerial and transformational levels amidst the crisis. It further developed a theoretical framework of the SHB rebound matrix, highlighting the importance of digitization and digitalization. Research limitations/implications The research theoretically confirmed that SHB is internally, externally and essentially restricted and developed a corresponding rebound matrix. It practically supports SHB’s transformation by making recommendations to unleash the potential of digital business. Originality/value This study complements extant descriptive and atheoretical research by focusing on SHB’s underlying digital nature through the lens of IT, providing an evidenced theoretical understanding of SHB’s development amidst and after the pandemic.