Phase-specific pandemic survival strategies: Insights from tour operators

The coronavirus disease 2019 (COVID-19) pandemic and a significant and negative impact on the tourism sector, and effective strategies were required to resolve pertinent challenges. The present study sought to appraise the survival strategies of Malaysian tour operators through a systematic literature review and in-depth interviews with 26 tour operator firms. The findings were discussed by employing a reactive, adaptive, protective, and proactive (RAPP) framework to underscore phase-specific strategies. The first phase included decreasing operational expenditures and staff layoffs. The second phase encompassed retraining existing staff while diversifying the current business scope. The third phase prioritised protecting financial integrity, engaging with customers, and leveraging governmental support. The fourth phase required the proactive capitalisation of digital transformations and strategic commercial collaborations for eventual recovery. Hence, to mitigate the negative impacts of a pandemic, it is necessary to devise strategies, boost business resilience, and facilitate stakeholder collaboration while being equipped with the necessary skills to effectively navigate future instances.