EFFECTS OF COVID-19 PANDEMIC ON TOURISM BUSINESSES IN INDIA: OPERATIONAL AND STRATEGIC MEASURES UNDERTAKEN FOR SURVIVAL

Abstract

This study employs a qualitative research approach based on the premises of the Grounded Theory method to identify the impact of Covid-19 on travel businesses, especially on travel agencies, in India and investigates the various operational and strategic measures undertaken by those businesses to survive during the pandemic. Data for this study were collected from 40 travel agency businesses in India through structured interviews of representatives from various travel agencies and from secondary data sources such as interview articles, newspaper reports, and blogs. The results highlight the impacts of the pandemic on travel agency businesses and the measures being taken by those businesses to survive in the short run, sustain in the medium run, and thrive in the long run. Findings provide critical insights on the operational and strategic measures for policymakers and other stakeholders of the travel and hospitality industry for effective management and comeback from the pandemic's effects. This research extends previous studies by focusing more specifically on tourism business organisations with different modes and scales of operations.