The Covid-19 Impact on the Hospitality Industry. Case of Kenzi Rose Garden Hotel
El Faiz, Jihane (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052413582
https://urn.fi/URN:NBN:fi:amk-2023052413582
Tiivistelmä
The COVID-19 pandemic has impacted many industries all over the world, one of them being the hospitality sector. This sector was affected severely by this crisis followed by the measures forced by governments that led to a very serious downfall in the hospitality industry (travel and reservations), forcing the sector to change its policy. Kenzi Rose Garden was built in 1980 in Marrakech and is considered a chain of Moroccan hotels that has different popular hotels across Morocco.
The thesis knowledge base consists of a theoretical chapter that is based on a comprehensive overview of the tourism and hospitality sector, the general impact of COVID-19 on hotels, the market strategies adopted by the Moroccan hospitality sector, the changing behavior of hotel customers, as various frameworks may be used to analyze the hospitality sector's impact.
The research method is qualitative since the thesis is based on a case study to demonstrate how COVID-19 has impacted the Moroccan hospitality industry in multiple aspects. A survey and an interview were conducted with the Sales and the Marketing Manager of the Kenzi Rose Garden Hotel, plus two other interviews with two hotel guests. The purpose of the survey and the interviews was to find out about the challenges faced by the hotel and its workforce, the situation of the Kenzi Rose Garden during and after this crisis as well as the actions taken, lessons learned, and strategies used to improve their activity and serve them to deal with any potential crisis that may happen.
Based on the insights gained from the study, it is recommended that hygiene and safety measures must be enhanced to protect the safety of everyone, as this is considered as the best way to reinforce the trust between guests and the hotel, marketing strategies should also be improved to promote the hotel and to increase reservations after this crisis, as well as the training of the employees should be ensured by preparing them to face any crisis in the future.
The thesis knowledge base consists of a theoretical chapter that is based on a comprehensive overview of the tourism and hospitality sector, the general impact of COVID-19 on hotels, the market strategies adopted by the Moroccan hospitality sector, the changing behavior of hotel customers, as various frameworks may be used to analyze the hospitality sector's impact.
The research method is qualitative since the thesis is based on a case study to demonstrate how COVID-19 has impacted the Moroccan hospitality industry in multiple aspects. A survey and an interview were conducted with the Sales and the Marketing Manager of the Kenzi Rose Garden Hotel, plus two other interviews with two hotel guests. The purpose of the survey and the interviews was to find out about the challenges faced by the hotel and its workforce, the situation of the Kenzi Rose Garden during and after this crisis as well as the actions taken, lessons learned, and strategies used to improve their activity and serve them to deal with any potential crisis that may happen.
Based on the insights gained from the study, it is recommended that hygiene and safety measures must be enhanced to protect the safety of everyone, as this is considered as the best way to reinforce the trust between guests and the hotel, marketing strategies should also be improved to promote the hotel and to increase reservations after this crisis, as well as the training of the employees should be ensured by preparing them to face any crisis in the future.