resilient marketing; marketing mix; hotel enterprises; crisis management; recovery strategy

Adams, K. M., Choe, J., Mostafanezhad, M., et al. (2021). (Post-) pandemic tourism resiliency: Southeast Asian lives and livelihoods in limbo. Tourism Geographies, 23(4), 915–936. https://doi.org/10.1080/14616688.2021.1916584 Altshuler, A., & Schmidt, J. (2021). Why does resilience matter? Global implications for the tourism industry in the context of COVID-19. Worldwide Hospitality and Tourism Themes, 13(3), 431–436. https://doi.org/10.1108/whatt-01-2021-0015 Anckar, B., Walden, P., & Jelassi, T. (2002). Creating customer value in online grocery shopping. International Journal of Retail & Distribution Management, 30(4), 211–220. https://doi.org/10.1108/09590550210423681 Badoc-Gonzales, B. P., Mandigma, Ma. B. S., & Tan, J. J. (2022). SME resilience as a catalyst for tourism destinations: a literature review. Journal of Global Entrepreneurship Research, 12(1), 23–44. https://doi.org/10.1007/s40497-022-00309-1 Baird, T., Hall, C., & Castka, P. (2018). New Zealand Winegrowers Attitudes and Behaviours towards Wine Tourism and Sustainable Winegrowing. Sustainability, 10(3), 797. https://doi.org/10.3390/su10030797 Berbés-Blázquez, & Scott. (2017). Tourism and resilience. CABI Books. Bhaskara, G. I., & Filimonau, V. (2021). The COVID-19 pandemic and organisational learning for disaster planning and management: A perspective of tourism businesses from a destination prone to consecutive disasters. Journal of Hospitality and Tourism Management, 46, 364–375. https://doi.org/10.1016/j.jhtm.2021.01.011 Biggs, D., Hall, C. M., & Stoeckl, N. (2012). The resilience of formal and informal tourism enterprises to disasters: reef tourism in Phuket, Thailand. Journal of Sustainable Tourism, 20(5), 645–665. https://doi.org/10.1080/09669582.2011.630080 Booms, & Bitner. (1981). Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services. Brown, N. A., Feldmann-Jensen, S., Rovins, J. E., et al. (2021). Exploring disaster resilience within the hotel sector: A case study of Wellington and Hawke’s Bay New Zealand. International Journal of Disaster Risk Reduction, 55, 102080. https://doi.org/10.1016/j.ijdrr.2021.102080 Brown, N. A., Rovins, J. E., Feldmann-Jensen, S., et al. (2017). Exploring disaster resilience within the hotel sector: A systematic review of literature. International Journal of Disaster Risk Reduction, 22, 362–370. https://doi.org/10.1016/j.ijdrr.2017.02.005 Brown, N. A., Rovins, J. E., Feldmann-Jensen, S., et al. (2019). Measuring disaster resilience within the hotel sector: An exploratory survey of Wellington and Hawke’s Bay, New Zealand hotel staff and managers. International Journal of Disaster Risk Reduction, 33, 108–121. https://doi.org/10.1016/j.ijdrr.2018.09.014 Byrne, B. M. (2011). Structural Equation Modeling with Mplus: Basic Concepts, Applications, and Programming. Taylor & Francis Group. Choirisa, S. F., & Situmorang, R. (2021). Hotel crisis management framework: marketing strategy in response to COVID-19. Business Excellence and Management, 11(S.I.2), 208–220. https://doi.org/10.24818/beman/2021.S.I.2-16 Colmekcioglu, N., Dineva, D., & Lu, X. (2022). “Building back better”: The impact of the COVID-19 pandemic on the resilience of the hospitality and tourism industries. International Journal of Contemporary Hospitality Management, 34(11), 4103–4122. https://doi.org/10.1108/IJCHM-12-2021-1509 Dahles, H., & Susilowati, T. P. (2015). Business resilience in times of growth and crisis. Annals of Tourism Research, 51, 34–50. https://doi.org/10.1016/j.annals.2015.01.002 Dolnicar, S., & Ring, A. (2014). Tourism marketing research: Past, present and future. Annals of Tourism Research, 47, 31–47. https://doi.org/10.1016/j.annals.2014.03.008 Estiri, M., Dahooie, J. H., & Skare, M. (2022). COVID-19 crisis and resilience of tourism SME’s: A focus on policy responses. Ekonomska Istrazivanja: Znanstveno-Strucni Casopis, 35(1), 5556–5580. https://doi.org/10.1080/1331677X.2022.2032245 Filimonau, V., Derqui, B., & Matute, J. (2020). The COVID-19 pandemic and organisational commitment of senior hotel managers. International Journal of Hospitality Management, 91, 102659. https://doi.org/10.1016/j.ijhm.2020.102659 Giousmpasoglou, C., Marinakou, E., & Zopiatis, A. (2021). Hospitality managers in turbulent times: The COVID-19 crisis. International Journal of Contemporary Hospitality Management, 33(4), 1297–1318. https://doi.org/10.1108/IJCHM-07-2020-0741 Gittell, J. H., Cameron, K., Lim, S., & Rivas, V. (2006). Relationships, Layoffs, and Organizational Resilience: Airline Industry Responses to September 11. The Journal of Applied Behavioral Science, 42(3), 300–329. https://doi.org/10.1177/0021886306286466 Goldsmith, R. E. (1999). The personalised marketplace: Beyond the 4Ps. Marketing Intelligence & Planning, 17(4), 178–185. https://doi.org/10.1108/02634509910275917 Gu, H., Li, B., Ryan, C., et al. (2023). From Darkest to Finest Hour: Recovery Strategies and Organizational Resilience in China’s Hotel Industry During the COVID-19 Pandemic. Journal of China Tourism Research, 19(1), 7–30. https://doi.org/10.1080/19388160.2022.2164100 Hair, J. (2009). Multivariate Data Analysis. Faculty and Research Publications. Hair J. F. Jr, Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods. Taylor & Francis Group. Hall, C. M., Safonov, A., & Naderi Koupaei, S. (2022). Resilience in hospitality and tourism: Issues, synthesis and agenda. International Journal of Contemporary Hospitality Management, 35(1), 347–368. https://doi.org/10.1108/IJCHM-11-2021-1428 Hall, C. M., & Williams, A. M. (2008). Tourism and Innovation. Routledge. https://doi.org/10.4324/9780203938430 Hamel, G., & Välikangas, L. (2003). The Quest for Resilience. (Cover story). Harvard Business Review, 81(9), 52–63. Hao, F., Xiao, Q., & Chon, K. (2020). COVID-19 and China’s Hotel Industry: Impacts, a Disaster Management Framework, and Post-Pandemic Agenda. International Journal of Hospitality Management, 90, 102636. https://doi.org/10.1016/j.ijhm.2020.102636 Holling, C. S. (1973). Resilience and Stability of Ecological Systems. Annual Review of Ecology and Systematics, 4(1), 1–23. https://doi.org/10.1146/annurev.es.04.110173.000245 Jiang, Y., & Wen, J. (2020). Effects of COVID-19 on hotel marketing and management: A perspective article. International Journal of Contemporary Hospitality Management, 32(8), 2563–2573. https://doi.org/10.1108/IJCHM-03-2020-0237 Judd, V. C. (1987). Differentiate with the 5th P: People. Industrial Marketing Management, 16(4), 241–247. https://doi.org/10.1016/0019-8501(87)90032-0 Khalil, M. L., Aziz, N. A., Long, F., et al. (2023). What factors affect firm performance in the hotel industry post-COVID-19 pandemic? Examining the impacts of big data analytics capability, organizational agility and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100081. https://doi.org/10.1016/j.joitmc.2023.100081 Kim, H., & Lennon, S. J. (2010). E‐atmosphere, emotional, cognitive, and behavioral responses. Journal of Fashion Marketing and Management: An International Journal, 14(3), 412–428. https://doi.org/10.1108/13612021011061861 Kim, M. J., Bonn, M., & Hall, C. M. (2022). What influences COVID-19 biosecurity behaviour for tourism? Current Issues in Tourism, 25(1), 21–27. https://doi.org/10.1080/13683500.2021.1883558 Klein, R. J. T., Nicholls, R. J., & Thomalla, F. (2003). Resilience to natural hazards: How useful is this concept? Global Environmental Change Part B: Environmental Hazards, 5(1), 35–45. https://doi.org/10.1016/j.hazards.2004.02.001 Klibi, W., Martel, A., & Guitouni, A. (2010). The design of robust value-creating supply chain networks: A critical review. European Journal of Operational Research, 203(2), 283–293. https://doi.org/10.1016/j.ejor.2009.06.011 Kotler, P., Brady, M., Goodman, M., et al. (2010). Marketing Management. Pearson Education UK. Kotler, P., Fahey, L., & Jatusripitak, S. (1985). The New Competition: What Theory Z Didn’t Tell You About Marketing. Prentice Hall. Liu, M. T., Wang, S., McCartney, G., et al. (2021). Taking a break is for accomplishing a longer journey: hospitality industry in Macao under the COVID-19 pandemic. International Journal of Contemporary Hospitality Management, 33(4), 1249–1275. https://doi.org/10.1108/ijchm-07-2020-0678 Liu, X., Wan, L. C., & Yi, X. (2022). Humanoid versus non-humanoid robots: How mortality salience shapes preference for robot services under the COVID-19 pandemic? Annals of Tourism Research, 94, 103383. https://doi.org/10.1016/j.annals.2022.103383 Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. Journal of Business Research, 115, 221–224. https://doi.org/10.1016/j.jbusres.2020.05.003 Loo, P. T., & Leung, R. (2018). A service failure framework of hotels in Taiwan: Adaptation of 7Ps marketing mix elements. Journal of Vacation Marketing, 24(1), 79–100. https://doi.org/10.1177/1356766716682555 Lopes, A. S., Sargento, A., & Carreira, P. (2021). Vulnerability to COVID-19 unemployment in the Portuguese tourism and hospitality industry. International Journal of Contemporary Hospitality Management, 33(5), 1850–1869. https://doi.org/10.1108/IJCHM-11-2020-1345 Lovelock, C., & Patterson, P. (2015). Services Marketing. Pearson Australia. Lubowiecki-Vikuk, A., Budzanowska-Drzewiecka, M., Borzyszkowski, J., et al. (2023). Critical reflection on VUCA in tourism and hospitality marketing activities. International Journal of Contemporary Hospitality Management, 35(8), 2983–3005. https://doi.org/10.1108/IJCHM-04-2022-0479 Luthans, F., Avolio, B. J., Avey, J. B., et al. (2007). Positive Psychological Capital: Measurement and Relationship with Performance and Satisfaction. Personnel Psychology, 60(3), 541–572. https://doi.org/10.1111/j.1744-6570.2007.00083.x Magrath, A. J. (1986). When marketing services, 4 Ps are not enough. Business Horizons, 29(3), 44–50. https://doi.org/10.1016/0007-6813(86)90007-8 Mair, J., Ritchie, B. W., & Walters, G. (2016). Towards a research agenda for post-disaster and post-crisis recovery strategies for tourist destinations: A narrative review. Current Issues in Tourism, 19(1), 1–26. https://doi.org/10.1080/13683500.2014.932758 Marco-Lajara, B., Úbeda-García, M., Ruiz-Fernández, L., et al. (2022). Rural hotel resilience during COVID-19: The crucial role of CSR. Current Issues in Tourism, 25(7), 1121–1135. https://doi.org/10.1080/13683500.2021.2005551 Martin, D., & Isozaki, M. (2013). Hotel marketing strategies in turbulent times: Path analysis of strategic decisions. Journal of Business Research, 66(9), 1544–1549. https://doi.org/10.1016/j.jbusres.2012.09.017 McCarthy, E. J. (1960). Basic marketing, a managerial approach. R.D. Irwin. McCartney, G., Pinto, J., & Liu, M. (2021). City resilience and recovery from COVID-19: The case of Macao. Cities, 112, 103130. https://doi.org/10.1016/j.cities.2021.103130 Meyer, A. D. (1982). Adapting to Environmental Jolts. Administrative Science Quarterly, 27(4), 515–537. https://doi.org/10.2307/2392528 Ngin, C., Chhom, C., & Neef, A. (2020). Climate change impacts and disaster resilience among micro businesses in the tourism and hospitality sector: The case of Kratie, Cambodia. Environmental Research, 186, 109557. https://doi.org/10.1016/j.envres.2020.109557 Nikbin, D., Iranmanesh, M., Ghobakhloo, M., et al. (2022). Marketing mix strategies during and after COVID-19 pandemic and recession: A systematic review. Asia-Pacific Journal of Business Administration, 14(4), 405–420. https://doi.org/10.1108/APJBA-06-2021-0243 Ntounis, N., Parker, C., Skinner, H., et al. (2022). Tourism and Hospitality industry resilience during the COVID-19 pandemic: Evidence from England. Current Issues in Tourism, 25(1), 46–59. https://doi.org/10.1080/13683500.2021.1883556 Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). The effect of COVID-19 on tourists’ intention to resume hotel consumption: The role of resilience. International Journal of Hospitality Management, 99, 103075. https://doi.org/10.1016/j.ijhm.2021.103075 Peng, Y., & Boonyanmethaporn, W. (2021). 7Ps theory of service marketing innovation: A survival strategy for hotel sector post COVID-19 in China. Journal of Tourism, Hospitality and Culinary Arts, 13(3), 110–127. Pham, L. D. Q., Coles, T., Ritchie, B. W., et al. (2021). Building business resilience to external shocks: Conceptualising the role of social networks to small tourism & hospitality businesses. Journal of Hospitality and Tourism Management, 48, 210–219. https://doi.org/10.1016/j.jhtm.2021.06.012 Ponomarov, S. Y., & Holcomb, M. C. (2009). Understanding the concept of supply chain resilience. International Journal of Logistics Management, 20(1), 124–143. https://doi.org/10.1108/09574090910954873 Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix: An exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4–15. https://doi.org/10.1108/02634509510097793 Rice, J. B., & Caniato, F. (2003). Building a secure and resilient supply network. Supply Chain Management Review, 7(5), 22–30. Ritchie, B. W., & Jiang, Y. (2021). Risk, crisis and disaster management in hospitality and tourism: A comparative review. International Journal of Contemporary Hospitality Management, 33(10), 3465–3493. https://doi.org/10.1108/IJCHM-12-2020-1480 Salman, D., Tawfik, Y., Samy, M., et al. (2017). A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring. Future Business Journal, 3(1), 47–69. https://doi.org/10.1016/j.fbj.2017.01.004 Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students. Pearson Education, Limited. Schwaiger, K., Zehrer, A., & Braun, B. (2021). Organizational resilience in hospitality family businesses during the COVID-19 pandemic: A qualitative approach. Tourism Review, 77(1), 163–176. https://doi.org/10.1108/TR-01-2021-0035 Sharma, G. D., Thomas, A., & Paul, J. (2021). Reviving tourism industry post-COVID-19: A resilience-based framework. Tourism Management Perspectives, 37, 100786. https://doi.org/10.1016/j.tmp.2020.100786 Sheffi, P. Y. S., & Jrice, P. J. B. R. J. (2005). A Supply Chain View of the Resilient Enterprise. MIT Sloan Management Review. Shi, F., Shi, D., Weaver, D., et al. (2021). Adapt to not just survive but thrive: Resilience strategies of five-star hotels at difficult times. International Journal of Contemporary Hospitality Management, 33(9), 2886–2906. https://doi.org/10.1108/IJCHM-10-2020-1194 Sieber, P. (2000). Consumers in Swiss Online Grocery Shops. Electronic Markets, 10(1), 11–19. https://doi.org/10.1080/10196780050033935 Sigala, M., & Christou, E. (2014). Social computing in travel, tourism and hospitality. Computers in Human Behavior, 30, 771–772. https://doi.org/10.1016/j.chb.2013.11.003 Sitkin, S. (1992). Learning Through Failure: The Strategy of Small Losses. Research in Organizational Behavior, 14, 231–266. Song, H. J., Yeon, J., & Lee, S. (2021). Impact of the COVID-19 pandemic: Evidence from the U.S. restaurant industry. International Journal of Hospitality Management, 92, 102702. https://doi.org/10.1016/j.ijhm.2020.102702 Staw, B. M., Sandelands, L. E., & Dutton, J. E. (1981). Threat Rigidity Effects in Organizational Behavior: A Multilevel Analysis. Administrative Science Quarterly, 26(4), 501–524. https://doi.org/10.2307/2392337 TravelDaily. (2023). China Hotel Human Resources Status Survey Report. Available online: https://m.traveldaily.cn/article/178422 (accessed on 3 January 2024). Tarka, P. (2018). An overview of structural equation modeling: Its beginnings, historical development, usefulness and controversies in the social sciences. Quality & Quantity, 52(1), 313–354. https://doi.org/10.1007/s11135-017-0469-8 Tay, K. X., Chan, J. K. L., & Mohamad, D. (2023). Do the 4Ps of marketing mix strategy assuage fears of travelling? Journal of Vacation Marketing. https://doi.org/10.1177/13567667231181953 Tingchi Liu, M., Anthony Wong, I., Shi, G., et al. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of services marketing, 28(3), 181–194. https://doi.org/10.1108/jsm-09-2012-0171 Tomkins, C. (1997). Book reviews: Business Research: A Practical Guide for Undergraduate and Postgraduate Students. Accounting and Business Research, 27(3), 259–260. https://doi.org/10.1080/00014788.1997.9729549 van Waterschoot, W., & Van den Bulte, C. (1992). The 4P Classification of the Marketing Mix Revisited. Journal of Marketing, 56(4), 83–93. https://doi.org/10.1177/002224299205600407 Vignali, C., & Davies, B. J. (1994). The Marketing Mix Redefined and Mapped: Introducing the MIXMAP Model. Management Decision, 32(8), 11–16. https://doi.org/10.1108/00251749410069435 Weick, K. E., & Roberts, K. H. (1993). Collective Mind in Organizations: Heedful Interrelating on Flight Decks. Administrative Science Quarterly, 38(3), 357–381. https://doi.org/10.2307/2393372 Yang, Y., & Peng, M. (2016). A study of the impact of gender differences in employee positions on compensation in the Chinese hotel industry. China Human Resource Development, 33(2), 35–42. Zheng, D., Luo, Q., & Ritchie, B. W. (2021). Afraid to travel after COVID-19? Self-protection, coping and resilience against pandemic ‘travel fear’. Tourism Management, 83, 104261. https://doi.org/10.1016/j.tourman.2020.104261