MANAGING POST COVID-19 CRISIS IN THE TOURISM AND HOSPITALITY SECTOR THROUGH SUSTAINABLE RECOVERY STRATEGIES

This study aims to formulate effective and sustainable strategies to manage post COVID-19 crisis in the tourism and hospitality industry. Data were collected from 290 respondents using the purposive sampling procedure in which the response rate is 70.7%. The structural equation modeling software, SmartPLS 3.0, is used to analyze the constructs of this study and hypothesis testing. The result shows that among the 6 hypothesized paths, 4 were supported, and out of 32 relationship paths, 25 paths are significant. This study reveals that travel risk management, service delivery system, hygiene and safety are the most influencial factors of travel behavior