Covid-19 Effects on Hospitality Industry: Scientific Predictions and Public Perception-A Partial SWOT Analysis for A Global Brand Development

Main Article Content

Frank T. Lorne Parul Arora Saba Keynejad Niloofar Samiani Viyana Zokaeimoghaddam

Abstract

This is an MBA project aiming to provide recommendation to a Principal in the hospitality industry wanting to start a global brand amidst a pandemic, which in certain parts of the world has evolved to become an endemic. Pandemic or not, Covid and its variants are global matters, thus of intimate concerns to a global brand development. The analysis will focus on both the macro (global) picture of the pandemic on the hospitality industry as well as a micro (regional) detail of the starting locality. This MBA project concentrates on the time period of Jan. 15- 31, 2022. The project asks the question: If we were to advise the launching of the brand given this 2-week intensive study of the issues involved, what are the pertinent information for the Principal to consider? Decision Intelligence interplayed with a partial SWOT analysis can inform the Principal of making crucial decisions. It is important to identify the Weakness(W) and the Threats (T) for a new brand in order for Strengths (S) and Opportunities (O) to nourish the growing of the brand.

Keywords: Global Branding, Decision Intelligence, Dynamic SWOT

Article Details

How to Cite
LORNE, Frank T. et al. Covid-19 Effects on Hospitality Industry: Scientific Predictions and Public Perception-A Partial SWOT Analysis for A Global Brand Development. Medical Research Archives, [S.l.], v. 10, n. 4, apr. 2022. ISSN 2375-1924. Available at: <https://esmed.org/MRA/mra/article/view/2761>. Date accessed: 05 nov. 2024. doi: https://doi.org/10.18103/mra.v10i4.2761.
Section
Research Articles

References

1. Lorne F, Lai AC, Katla S, Kale K, Diaz DB. Community-Based Solution for a Community Spread Requires Incentive-Compatibility Considerations. ConScienS; 2020;10
2. Lorne FT. The 5-pronged attack of the coronavirus war. International Journal of Health and Medical Science; 2021;7:1-7. Available at: https://dx.doi.org/10.20469/ijhms.7.30001. Accessed January 21, 2022
3. Shepert E. Dr. Bonnie Henry says 70 per cent of people getting tested for COVID-19 don't have it. Vancouver is Awesome. January 21, 2022. https://www.vancouverisawesome.com/coronavirus-covid-19-local-news/dr-bonnie-henry-says-70-per-cent-of-people-getting-tested-for-covid-19-dont-have-it-4980297
4. Judd A, Zussman R. B.C.’s top doctor signals major shift in COVID strategy, says contact tracing no longer useful. Global News. January 22, 2022. https://globalnews.ca/news/8529397/bc-covid-friday-isolation-guidelines/
5. Smith C. Dr. Bonnie Henry declares that Omicron is not innocuous. Georgia Straight. January 21, 2022. https://www.straight.com/living/dr-bonnie-henry-declares-that-omicron-is-not-innocuous
6. Gecco L. Possible case of deer-to human Covid infection identified in Canada. The Guardian for 200 years. February 28, 2022. https://www.theguardian.com/world/2022/feb/28/deer-human-covid-transmission-possible-canada?fbclid=IwAR36BlHtFm0Oa-y5YsiPX7Bst29gzdLBjHsyv8Igye2GMFntajs4QHclAJA
7. Omicron wave has likely peaked in B.C., but hospitalizations still on the rise: Henry. CHEK watch Local. January 14, 2022. https://www.cheknews.ca/b-c-health-officials-to-provide-covid-19-modelling-update-friday-937138/
8. Watson B. Omicron transmission is declining in B.C., modelling suggests – but hospitalizations have yet to peak. CBC News. January 14, 2022. https://www.cbc.ca/amp/1.6315010
9. Yadoo J, Yoo K. Omicron to Hit U.S. Growth in Early 2022, Inflation Seen Higher. Bloomberg. January 14, 2022. https://www.bloomberg.com/news/articles/2022-01-14/omicron-to-hit-u-s-growth-in-early-2022-inflation-seen-higher
10. Diaz DB, Kinfemichael B, & Lorne FT. COVID-19 Positivity Rate as a measure of the potency of the virus in Humans' War against the virus. Journal of Business and Social Science Review; 2020; 1(10):35-43
11. Swaminathan V, Sorescu A, Steenkamp JBE, et.al. Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing. 2020;84(2), 24-46. https://doi.org/10.1177/0022242919899905
12. Hunt DS. The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution. Journal of Business Research; 2019;95:408-416.
13. Kapferer JN. The New Strategic Brand Management: Creating and sustaining brand equity long term. 4th ed. Kogan Page; 2012
14. Menon S. Branding and Models of Branding. International Journal of Research and Scientific Innovation (IJRSI); 2016:47-53. Available at: https://www.academia.edu/29406896/Branding_and_Models_of_Branding
15. Whitfield D. What is Rebranding? 6 Best Rebranding Examples & 4 Top Strategies. Hubspot. September, 2021. https://blog.hubspot.com/agency/develop-brand-identityhttps://blog.hubspot.com/agency/develop-brand-identity. Publishes September, 2021
16. Sharma A, Kumar V, Borah SB. Ritualization: A strategic tool to position Brands in International Markets. Journal of International Marketing. 2017; 25(2):1-24. https://doi.org/10.1509/jim.16.0104
17. Godin S. This is Marketing: You Can’t Be Seen Until You Learn To See. Penguin Publishing Group. 2nd ed. Portfolio/Penguin; 2018
18. Mircea M, Ghilic-Micu B, Stoica M. An agile architecture framework that leverages the strengths of business intelligence, decision management and service orientation. Business Intelligence; 2012:15–32. doi: 10.5772/35477
19. Pratt L. Link: How Decision Intelligence Connects Data, Actions, and Outcomes for a Better World. Emerald Publishing Limited; 2019
20. Baynova Y. Rebranding is a Challenge - 5 Steps You Can Take to Successfully Rebrand Your Hotel in 2020. Clock PMS+; July 21, 2020.
https://www.clock-software.com/blog/successul-hotel-rebranding.html. Publishes July 21, 2020
21. World Health Organization. WHO Director-General's opening remarks at the media briefing on COVID-19. Updated March 11, 2020. https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19---11-march-2020
22. Gossling S, Scott D, Hall C. Pandemics, tourism and global change: A rapid assessment of COVID-19.” Journal of Sustainable Tourism. 2020; 29(1), 1-20. https://doi.org/10.1080/09669582.2020.1758708
23. Murray CJL. COVID-19 will continue but the end of the pandemic is near. The Lancet; January 19, 2022;399(10323):417-418. Available at: https://doi.org/10.1016/S0140-6736(22)00100-3
24. Destination Canada. Tourism’s big shift: key trends shaping the future of Canada; 2022:1-59. Available at: https://www.destinationcanada.com/sites/default/files/archive/1515-Tourism%27s%20Big%20Shift%3A%20Key%20Trends%20Shaping%20the%20Future%20of%20Canada%27s%20Tourism%20Industry%20-%20November%202021/Destination%20Canada_Tourism%26%23039%3Bs%20Big%20Shift_Report_November%202021_EN.pdf
25. OpenTable. The restaurant industry in recovery; February 1, 2022. Available at: https://www.opentable.com/state-of-industry
26. Numerator. Know More about COVID-19 Consumer Sentiments & Behaviors; 2022. Available at: https://www.numerator.com/coronavirus/consumer-sentiment
27. Rokni L. The Psychological Consequences of COVID-19 Pandemic in Tourism Sector: A Systematic Review. Iran J Public Health. 2021; 50(9):1743-1756. http://dx.doi.org/10.18502/ijph.v50i9.7045
28. American Psychological Association. Stress in America: One Year Later, A New Wave of Pandemic Health Concerns. Stressinamerica.org; 2021:1-9. Available at: https://www.apa.org/news/press/releases/stress/2021/sia-pandemic-report.pdf
29. Poitevien J. What Does Travel Anxiety Look Like In 2021? Conde Nast Traveler; January 19, 2021. Available at: https://www.cntraveler.com/story/what-does-travel-anxiety-look-like-in-2021
30. Total International Arrivals to Canada. Destination Canada. 2021. https://www.destinationcanada.com/en/research#tourismincanada
31. Destination Canada, 2022 Webcast Powerpoint.
https://www.destinationcanada.com/sites/default/files/archive/1555-Webinar%3A%20Tourism%27s%20Big%20Shift%3A%20Key%20Trends%20Shaping%20the%20Future%20of%20Canada%27s%20Tourism%20Industry%20-%20February%201%2C%202022%20/English%20Language%20Webinar%20-%20Tourism%26%23039%3Bs%20Big%20Shift%20-%20hyperlinked.pdf