The survival of hotels during the COVID-19 pandemic: a critical case study in Vietnam

The remedies used for the COVID-19 pandemic such as travel restrictions and quarantine have created severe difficulties for the hotel industry. However, there is also a scarcity of effective response strategies for the tourism and hospitality industry. This paper introduces a responding strategy developed by a case hotel in Vietnam to help survive this troubled period. Marketing’s service-dominant logic and Bourdieu’s theoretical framework of...