Marketing Strategy of Star rated hotels towards domestic Tourism Since The Outbreak of The COVID-19 and Internal Conflict: A Case Study in Addis Ababa
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Date
2023-10
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Addis Ababa University
Abstract
The target market’s needs are continually shifting, so it is important to stay up to date with trends and modify business strategies accordingly. One way to reach a customer during an unstable time is by adapting a marketing strategy to meet their needs. The hospitality industry is the supplier of services for tourism. The growth of the star-rated hotel industry in Addis Ababa is likely to continue to rise as demand for hotel rooms is increasing, tourist spending is rising, and the consumer need for opulence and uniqueness endures. Prior to the pandemic, the client of 5-star hotels were primarily international travelers and business visitors. Due to COVID-19, their travel has been restricted, and the ongoing internal conflict has further exacerbated the situation. A number of guests in these hotels have been affected. Hoteliers are therefore seeking alternative marketing strategies, such as targeting domestic or local customers. In response to the resumption of tourism, researchers have suggested that new travel patterns may emerge, such as regional tourism, health tourism, and rural tourism. Previous research on the impact of COVID-19 on tourism has not fully considered the potential benefits of regional travel as an alternative form of tourism. This research aim is to fill this gap by examining the marketing strategy of star rated hotels towards domestic tourists since the outbreak of covid 19 and internal conflict a case study of Addis Ababa. The finding of the study was all seven hotels found in Ethiopia have felt the effects of this decrease in demand, as fewer domestic tourists are booking rooms. This has resulted in reduced occupancy rates, decreased revenue, and lower profits. To address this concern, each hotel has had to adapt its marketing strategy to try to attract domestic tourists and maintain its business.
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Keywords
Marketing Strategy, COVID-19