Moroccan Hospitality Sector in Crisis: Studying Crisis Response Strategies and Stakeholders’ Perceptions Amid Covid-19 Pandemic

Abstract

The purpose of this study is to investigate the influence of organisations' positions in previous crisis(es) on crisis response strategies (CRSs) opted for in the present crisis. Specifically, this study targeted respondents working in the tourism sector in Morocco (n=31) when the whole sector was shut down due to the outbreak of covid-19 pandemic. To understand crisis communication in the tourism industry, this study was guided by Coomb's situational crisis communication theory (SCCT). Data obtained from stakeholders working for tourism and hospitality organisations were obtained to determine which effect has the organisation position on crisis response strategies opted for the same organisations during the covid-19 pandemic. The results of this study indicate that most of the organisations favoured a diminish approach towards this crisis. Not only that, but a strong correlation was found between previous organisation position and crisis response strategies. This study provides insights into how organisations within tourism sector dealt with the covid-19 crisis. The results also inform the importance of psychological support and communication in determining the stakeholders' perceptions during crisis communication.