EFFECT OF COVID-19 PANDEMIC ON TOURISM-

RELATED ESTABLISHMENTS IN GUIUAN,

EASTERN SAMAR: A PROPOSED
STRATEGIC PLAN

PSYCHOLOGY AND EDUCATION: A MULTIDISCIPLINARY JOURNAL

Volume: 15
Pages: 800-822
Document ID: 2023PEMJ1410
DOI: 10.5281/zenodo.10396445
Manuscript Accepted: 2023-25-11
Psych Educ, 2023, 15(8): 800-822, Document ID:2023 PEMJ1410, doi:10.5281/zenodo.10396445, ISSN 2822-4353
Research Article

Effect of COVID-19 Pandemic on Tourism-Related Establishments in Guiuan,

Eastern Samar: A Proposed Strategic Plan
Vicente S. Gayoso*
For affiliations and correspondence, see the last page.
Abstract
The World Health Organization declared the COVID-19 pandemic on March 11, 2020, due to the
enormous global expansion of the disease. By June 2020, COVID-19 will have killed over 500,000
individuals and infected over 10 million more (WHO, 2020). As a result, the global economy has
been severely damaged by the coronavirus pandemic, which is still wreaking havoc on businesses.
Tourism-related establishments have been hit the worst. This study examines the effect of the
COVID-19 pandemic on tourism-related establishments in Guiuan, Eastern Samar. The study used a
descriptive-quantitative method of research. A survey questionnaire was conducted with 236
participants using mean and standard deviation to determine the effect of the COVID-19 pandemic
on tourism-related establishments and the strategies used by tourism-related businesses to survive
during the pandemic. Moreover, a T-test was used in this study to determine the significant difference
between variables. The respondents strongly agreed that the COVID-19 pandemic adversely affected
tourism-related establishments, resulted to hamper their business operations and activities. Moreover,
the findings of the study revealed that tourism-related establishments initiate several coping
strategies to address the effect of the COVID-19 pandemic on their business operations and
activities. Tourism-related establishments embrace the changes in their business environment brought
about by the COVID-19 crisis and slowly continue their business operations and activities with the
help and guidance of different coping strategies and measures to survive.

Keywords: effect of COVID-19 pandemic, tourism-related establishments, strategic model

Introduction economy (Shretta, 2020). The tourism industry has

been significantly impacted by the health and
economic difficulties brought on by the pandemic.
The World Health Organization declared the According to estimates by the UNWTO, the increased
COVID-19 pandemic on March 11, 2020, because of spread of the new coronavirus will cause a drop in
the enormous global expansion of the disease. By June foreign visitor arrivals of around 1.1 billion, a drop -in
2020, COVID-19 will have killed over 500,000 export revenue of US$910 billion to US$1.11 trillion,
individuals and infected over 10 million more (WHO, and a loss of 100-120 million jobs.
2020). With this, governments all throughout the
world adopted movement restrictions, curfews, and The rapid and widespread spread of the COVID-19
travel bans to combat the outbreak. There are now two epidemic around the world has heralded a massive and
waves of the virus spreading, with the second wave unprecedented period in history. It became widespread
being more damaging than the first. As a result, most and spread virally around the world, causing the global
states have barred visitors from entering. The IMF economy to contract. The COVID-19 pandemic
predicts that by 2020, the global economy will most wreaked havoc across the globe, most notably in
likely decrease by 3%, losing $9 trillion US in GDP. Guiuan, Eastern Samar. A few of the changes include
(IMF, 2020a). As a result, COVID-19 severely slows an increase in disease, mortality, poverty, impact on
down global economic growth by causing travel bans, health, food production, security, and money supply; a
quarantines, and social isolation. As a result, local and decrease in the inflow of foreign exchange because of
international tourism is more intricate than other a lack of export and import of goods and services aside
businesses. from necessities; a decline in customer support
because of access and movement restrictions; and a
One of the key sectors of the global economy is travel shift from offline to online business operations. Since
and tourism. They supported 300 million employments the outbreak of the pandemic in 2020, tourism-related
globally and provided US$ 2.9 trillion to the GDP in businesses have been harmed and continue to be
2019, which is the highest contribution by sector. harmed. The study's tourism-related businesses
(Gamage et al. 2020; UNWTO, 2020). Due to the experienced a considerable decline in patronage and
COVID-19 epidemic, the travel and tourist industry is cash flow because of the unusual virus that is wreaking
one of the most negatively impacted sectors of the havoc on the world economy. This experience resulted

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Research Article

in bad survivability, excitement, and attitude toward all experienced growth despite the global impact on
the ongoing pandemic infestation. Numerous the finances of tourism-related industries.
companies have shut down because of the COVID-19
epidemic's prevalence, and many more are in danger of This pandemic has altered the lives of most people all
going out of business. As a result, most tourism-related over the world, putting their health in danger and
businesses with insufficient capital investments have resulting in massive job losses as businesses close to
gone through an economic shock that is unlikely to be prevent disease transmission. Since mobility offers a
undone very soon. danger of infection, most authorities soon
implemented travel bans and restrictions on a variety
Many countries around the world implemented of activities. As a result, the travel and leisure
containment measures because of the various industries were particularly heavily struck by the virus.
hardships caused by this novel virus, which included The COVID-19 pandemic has significantly affected
restrictions on national and international movement; the tourism industry, where most of the tourism-related
total lockdown and closure of business activities; and establishments such as hotels, restaurants, travel
border-to-border movement restrictions, among other agencies, transport groups, souvenir shops,
things. Tourism-related establishments play a crucial entertainment spots, and tourist attractions were closed
role in economic development as employers of labor because of the pandemic.
since they are vital to economic growth and contribute
to the development of the municipality of Guiuan, the Guiuan is one of the municipalities in the Province of
Eastern Samar economy in general, and the national Easter Samar and a first-class municipality. As of
economy. The widespread use of COVID-19 has 2023, the municipality of Guiuan, Eastern Samar is
sparked research in a variety of areas, including comprised of 68 registered tourism-related
business, medicine, the environment, manufacturing, establishments breakdown as follows: five (5) from
and agriculture. In Guiuan, Eastern Samar, this attraction, thirty-two (32) from restaurant, twenty-five
research anticipated to suggest potential coping (25) from accommodation and six (6) from transport
mechanisms, procedures, and guidelines to decrease groups. It also has tourist spots to offer that will attract
the impact of a pandemic on tourism-related tourists to travel to Guiuan, Eastern Samar, and offer a
businesses. variety of tourism activities. The tourism-related
establishments provide economic contributions to the
Srivastava & Agarwal (2020) claimed that the
municipality of Guiuan, Eastern Samar and to the
outbreak has caused the worst economic catastrophe
national economy through business legislation and
since the global financial crisis of 2008, having the
taxes. In addition, the tourism-related establishments
greatest impact on stock markets worldwide. In recent
create employment for the residents of Guiuan, Eastern
years, Goodell (2020) has agreed that natural
Samar. In the same manner, it also provides livelihood
catastrophes and terrorist acts have economic
and income to the local people as suppliers of raw
repercussions comparable to COVID-19 since it stifles
products to the tourism-related establishments as they
trade and manufacturing within the impacted areas.
buy local products like fish and sea foods from the
Since stock returns are currently declining, the
COVID-19 outbreak has severely impacted numerous local fishermen; meats from the local hog raisers; and
financial and non-financial organizations around the vegetables from the local farmers. In the part of
world Akhtaruzzaman et al., (2020). According to services like renting motorboats or pambaots for island
Busari and Jaiyeoba (2021), The effects on business transportation or island hopping.
and economic performance will persist in the short
Because of the COVID-19 epidemic, the world
term even if the pandemic is contained.
became terrified in late 2019. People are afraid to
For tourism-related establishments to be prepared for leave their homes or places of work, resulting in
pandemics or similar shocks in the future and to avoid personal tragedy and significant economic damage.
any potential economic shock, the researcher will The country established and adopted health protocols
question this study to elicit government sensitivity in to combat the virus's spread because of the COVID-19
ensuring that medium- and long-term plans in the pandemic. The closure of tourism and hospitality firms
health sector are made and reviewed on a regular basis. as well as a sharp fall in demand for those that were
Telecommunications, medication, and medical authorized to continue operating have been brought on
equipment, companies that produce and supply by neighborhood lockdowns, isolation, stay-at-home
essential supplies, as well as enterprises that offer orders, and travel and movement restrictions (Bartik et
fumigation, decontamination, and defogging services, al., 2020).

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Research Article

The Municipality of Guiuan, Eastern Samar, was also business and the jobs of their employees as well.
affected by the global effects of the COVID-19
pandemic, with business sectors and even government The purpose of this study is to propose a strategic
offices closing temporarily and operations, including model to address the effect of the COVID-19
tourism-related establishments halting. This led to pandemic on the tourism-related establishments in
unemployment and the loss of jobs and livelihoods of Guiuan, Eastern Samar. Specifically, pursues to attain
some Guiuananons. (Guiuanons refer to the people the following:
residing or living in Guiuan, Eastern Samar). It also
affected the economic prosperity of the local 1. To profile the tourism-related establishments in
government of Guiuan, Eastern Samar because of the Guiuan, Eastern Samar
revenues earned from the different business 2. To examine the effect of Covid-19 pandemic on
enterprises, particularly from tourism-related tourism-related establishments in Guiuan, Eastern
establishments, and the money spent by the tourists Samar
traveling to and from Guiuan, Eastern Samar were lost 3. To identify the strategies for the tourism-related
due to the impact of the COVID-19 pandemic on the establishments in Guiuan, Eastern Samar.
economy. 4. To determine the difference between the effect of
covid-19 pandemic and the profile of the tourism-
Because of the closure of different tourism-related related establishments.
establishments, the affected employees look for 5. To examine the difference between the strategies
another form of employment for them to have a source and the profile of the tourism-related establishments.
of income so that they can sustain their daily needs. It
is prevalent at present that some of the affected
Literature Review
employees are still looking for a job, particularly those
employees who were directly employed in the tourism-
related establishments, and because of the travel Every sector of the economy, including industry,
restrictions due to COVID 19, they cannot go to other tourism, finance, services, trade, and transportation, as
places to find jobs. That is why some of them are well as people in all professions in every country that
jobless until now. These problems motivated the has seen more severe economic shocks, are impacted
researcher to pursue this study about the effect of the by the COVID-19 pandemic. According to Horowit &
C O V I D - 19 Pan dem ic on t o u r i sm - related Elliot (2020), most businesses are more likely to face
establishments in Guiuan, Eastern Samar. It hopes to reduced earnings because to the uncertainty and dread
propose strategies for tourism-related establishments of the pandemic since people are advised to stay at
to survive when there is a crisis or disaster that causes home, activities are cancelled, travel is forbidden, and
unemployment of their employees, as well as ways for large gatherings are not authorized.
the government to support tourism-related
establishments when there is a crisis or disaster. The travel and tourism sector are particularly
susceptible to being impacted by the COVID-19
The goal of this study is to ascertain how COVID-19 pandemic (Shretta, 2020). Because of all the travel
affects businesses that are involved in the tourism restrictions, travel bans, airport closures, and mass
industry. Based on the research's findings, a passenger cancellations that have been implemented
recommended strategic plan will be created for these by various countries. The tourism sector is the one that
businesses in Guiuan, Eastern Samar to combat the has the most economic impact. The COVID-19
pandemic's negative effects. epidemic cost the global travel and tourism sector
$820 billion in lost revenue (Ozili & Arun, 2020).
Research Objectives Most countries' stay-at-home and social withdrawal
regulations, as well as booking cancellations, which
Examining how the COVID-19 pandemic has affected might cost the world's hotels up to $150 billion, have
tourist-related businesses in Guiuan, Eastern Samar, is also had a substantial negative influence on the hotel
the study's main goal. Through this research, the industry.
researcher would want to help the tourism-related
establishments in Guiuan, Eastern Samar by providing According to Ashikul et al. (2020), Coronavirus has a
a proposed strategic model so that when the time of significant effect on the Chinese tourism and travel
crisis like the COVID-19 pandemic comes, the industry. It was also revealed how hotels, pubs,
management will have an idea and knowledge on how restaurants, and other businesses involved in travel
to manage their business and to avoid losing their were impacted. However, compared to other recent

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pandemics, the COVID-19 outbreak may have assistance programs as well as the effects of the
significantly bigger effects. Travel industry income is COVID-19 pandemic on the aviation and hotel
expected to drop by up to 30% in 2020 because of the industries. According to the survey, the top three
COVID-19 epidemic, amounting to a loss of US$ 450 airlines, Malaysian Airlines, Malindo Air, and Air
billion globally (UNWTO, 2020a). The financial Asia, reduced employee salaries by 10% to 100%
impact of this is ten times greater than that of the depending on position, and some workers also quit
SARS outbreak (Shretta, 2020). Considering this, it their employment without receiving any compensation.
can be claimed that the COVID-19 outbreak is The airlines asked the government for financial
projected to have a large negative impact on assistance since they had lost money and might go out
worldwide tourism, in contrast to prior pandemics and of business. However, COVID-19 resulted in a
outbreaks around the world. revenue loss of RM 68,190,364 due to the cancellation
of 170,084 hotel reservations between 11 January 2020
Employment and supply chain revenue could be and 16 March 2020. The two cities that suffered the
significantly impacted by the loss of the tourism greatest revenue losses were Kuala Lumpur (RM
industry. Significantly, tourism-dependent nations may 23,021,301) and Sabah (RM 11,550,605). The report
experience severe recessions in the GDP and labor predicts that by June 2020, the local hotel industry will
market. Health, finance, building, trade, aviation, suffer losses of RM 3.3 billion. These large losses
hotel, food and beverage, transportation, and compelled the hotel's proprietors to make a difficult
communication make up the majority of the tourist but unavoidable choice regarding the employment and
sector's subsectors. All these subsectors suffer because pay of their staff. According to the study, which polled
of the decline of the tourism industry (UNCTD, 2020). 17,826 people, 3% of workers had their employment
The WTTC (2020) expects that the tourist industry eliminated, 20% had to take unpaid time off, and 16%
will recover less quickly than other economic sectors had their salaries reduced. The Malaysian government
because it took more than 19 months for it to bounce acted swiftly, announcing multiple stimulus measures
back from prior pandemics. for the impacted parties to aid in improving the travel
and tourism sector. Flexible rules for hotel use, a 15%
According to UNTWO (2020), one of the most reduction on electricity bills, a waiver of taxes and
important sources of income is the hospitality sector. other utility payments, an increase in the Human
The WTO predicts that by 2030, there will be at least Resource Development Fund (HRDF), renegotiating
1.8 billion international tourist arrivals, with an bank loans for six months, and wage subsidy programs
increase of roughly 1.8 billion international tourist are all included in the packages. To encourage
arrivals. Tourism has steadily grown over the last ten domestic tourism, the government also launched timed
years, with nearly 1.4 billion foreign visitors arriving programs. In this context, personal income tax
in 2019. It goes without stating that most of the global reduction, digital transit (air, rail) and lodging coupons
human mobility is a result of tourism, as evidenced by are adopted. Accordingly, the authors thought that
the literature (Renaud, 2020). However, the WTO such measures would aid in the nation's recovery from
estimates that the COVID-19 outbreak caused a loss of its losses and strengthen its tourism sector.
1 billion international visitor arrivals (WTO, 2020).
The literature claims that travel is the only way to Similarly, Fu (2020) conducted study to examine the
experience new places and/or meet new people. These impact of COVID-19 and outline the strategies to
solutions have been considered if there are not any recover the losses from Taiwan’s hospitality industry
travel routes or final destinations free of disease or perspective. The study examined secondary
crime. information that was gathered both during and after the
outbreak. The investigation showed that there was a
Similarly, Ugur and Akbiyik (2020), state that the decline in the number of occupied rooms, occupancy
most worrisome news for travelers, planners, and rates, operational revenue, and personnel numbers in
visitors has consistently been regarded as epidemics Taiwan's hotel industry during the pandemic periods.
and pandemic. Along with tourists, inhabitants in Particularly, the hotels in Taiwan's northern region
tourist destinations are frequently hurt by pandemics. saw greater revenue losses. In this area, the occupancy
In other words, large tourist locations can suffer from rates of rooms significantly declined. The survey also
diseases and pandemics. Travel encourages the revealed that this industry received substantial support
transmission of disease in this way. from the Min istry of Tran sp o rt at io n and
Communications. To provide relief, subsidies, and
A study conducted by Foo et al. (2020) in Malaysia. revival for the tourism-related sector, the government
The research discussed the Malaysian government's approved a total of NT $7 billion. The subsidy money

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Research Article

is also used to cover the hotel's operating costs and they solely considered privately owned hotels. Second,
employee salaries. The banks also approved soft loan the study employed ex ante analysis in part, and third,
programs for the hospitality and tourism sectors. It the study used the core market efficiency-based
should be mentioned that the authority expanded framework (analytical Framework) principles of
marketing efforts to draw international visitors and neoclassical economics.
launched incentive programs for travelers, local
governments, and tourism associations. The M.O.T.C. Travel risk and management perception refers to the
also provided funding to NGOs to support the evaluation of a scenario including the risk of making
development of new digital tourist experiences and travel decisions in locations (Neuburger L., & Egger
activities. The study's authors concluded that the R., 2020). A key consideration for tourist destinations
pandemic resulted in significant losses for the Taiwan is how visitors perceive risk and management. The
hotel sector. The report suggested various restoration process of risk management entails first identifying
strategies for defending the travel and hospitality potential threats to the travel and tourist industry
sector. The proposal calls for improving training brought on by the present epidemic, followed by an
programs for risk and crisis management, creating a evaluation, improvement, and adoption of preventative
crisis management organization, conducting Big Data measures to lower the risk. Many countries throughout
analytics, and utilizing artificial intelligence. the world are starting to bounce back from the problem
caused by tourist events (Elizabeth et al., 2021).
Hotel customers are now more worried about health Tourists' travel plans should be designed to minimize
and hygiene due to the outbreak of COVID-19. risk and stress to them. For instance, before making
Considering this, authors (Fotiadis et al., 2021) travel arrangements, tourists should purchase
suggested reshaping or reevaluating the current insurance. The travel and tourism industry are
business model and applying novel measures for vulnerable to hazards such crisis events, epidemics,
restructuring the confidence of hotel guests/customers. pandemics, and other perils that affect travelers' safety,
Sharma et al. (2021) undertook a study to gauge how claim researchers (Bassil C., Saleh A. S., & Anwar S.,
effective these changes were in the eyes of the 2019). Prior research has demonstrated that risk-
shareholders. The Oslo Manual's four areas of restricted travel has a considerable impact on the
innovation—product, process, organizational, and demand for tourism (Joo et al., 2020). Other writers
marketing—were evaluated in the study, which also have found that visitors' perceptions of a location are
looked at the effectiveness of innovations using negatively impacted by perceived risk (Jesus S.,
Schumpeter's (1934) life cycle model of innovation Loreiro S.M.C., 2019).
process. According to the study, six chain hotels
(Hyatt, Marriot International, Wyndham, Hilton, Travel risk is the umbrella term for flight cancellations
Choice, and InterContinental) introduced four different brought on by travel restrictions, travel risk, and
sorts of innovations between 20 February 2020 and 18 managerial viewpoints. Tourists who have their travel
June 2020. The hotel embraced organizational plans canceled feel bad feelings, worry, and
innovation four times, product-process innovation disappointment (Ray A., & Bala P. K., 2021).
three times, and Marriot International innovation Accordingly, the efficiency or efficacy of service
strategies seven times among the hotels. However, delivery determines how successful a tourism project
InterContinental Hotels just once used organizational will be. The travel destinations can suffer if the service
innovation. Organizational and product-process does not work. The decision-making process of
innovation received more emphasis than marketing travelers may be negatively impacted by how they
innovation among the several innovation categories. perceive and manage travel risk (Lanza et al., 2021;
The study also examined how these changes might Yu et al., 2020). Visitors' views of travel risk and
affect hotel market value and discovered a favorable management may be lowered by professional service
effect. Innovative approaches reportedly decreased the delivery and rapid response. According to studies (Yu
likelihood that hotel customers and staff would et al., 2020), some establishments refuse to serve
become anxious. The results of this study's test Chinese consumers. This racial bias may alter visitors'
demonstrated that organizational and marketing perceptions of travel danger and destination
innovations have less of an impact on shareholders' management. A research study suggests that a public
perceptions than do product-process advances. The health emergency may affect tourists' dining
study recommended that the hotel industry implement preferences (Wen et al., 2020a). Tourists should avoid
innovations cautiously since they have a favorable eating at restaurants and choose delivery instead of
impact on the strategic and operational performance of doing so to minimize social interaction and prevent
the business. A few restrictions were also listed. First, unnecessary contact with people during the pandemic.

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Since COVID-19 spreads from person to person, it is creation of new products and markets, and the
imperative to stay away from densely populated improvement of destination attractiveness. The authors
regions. The neologism "overpopulated destination" identified several factors and interventions that may
refers to a location that is overrun with tourists. An buoy change and recovery in the tourism sector. The
investigation by two researchers (Wang I. M., & interventions and factors are public health, economic,
Ackerman J. M., 2019) found that disease hazards travel restrictions, air and other networking, access to
make people cautious and avoid crowded places. the destinations and events, policy, low carbon
Travelers' perceptions of risk will change because of emission tourism policy, market size and capacity of
this trend, making it easier for them to avoid congested the destination, number of tourists and non-
areas and reducing perceived risk (Zenker S. & Kock pharmaceutical interventions and their influence on
F., 2020). Social isolation may be able to slow the tourist behavior and practices, mental safety and
propagation of COVID-19 outbreaks, according to security, the confidence of the consumer and
reports (Lee, 2020). Overcrowding is a concern in perception, sustained changes, destination image,
tourist locations, according to several studies (Wen et remote working, use of staff, support from government
al., 2020a; Oklevik et al., 2019; Seraphin H., Sheeran and others, reskilling the workforce, supply chain, and
P., & Pilato M., 2018). To maintain visitors' safety, preparation for future crises.
wellbeing, and perception of danger, tourism operators
can decide how to manage tourist flows in the most The study completed by Gössling et al. (2020), which
effective way. compared the effects of COVID-19 on the tourism
industry with those of earlier pandemics, may attest to
A review of a study conducted by Hall et al.'s (2020) this. They also looked at how the COVID-19 epidemic
analysis of the COVID-19 pandemic's effects on the was altering social, economic, and tourist trends.
travel industry, the nation, and visitor behavior. The According to the report, the pandemic forced nations
impact on international networking and travel was to shut down every industry, including RMG,
another key area of the study. 90% of people in the transportation, oil, gas, and even educational
world are said to be limited to their homes or own institutions, something that had never happened in the
countries because of closed borders and travel previous 40 years. 90% of the world's population was
restrictions. According to the data, there was a 50% compelled to remain inside their houses as movement
decrease in visitors between March 21, 2019, and control orders were issued by the government to
March 21, 2020. On April 14, 2020, aviation traffic contain the pandemic. It is mentioned that, compared
barely reached 48% and airline revenue fell to 55%. to 2019, tourist arrivals decreased by 20–30% in 2020.
The political, economic, and environmental effects of However, it was predicted that in 2020, the number of
COVID-19 were also divided into three categories in tourists will increase by 3-4%. Comparing the loss to
this study: the influence on regions that produce other sectors, it is far bigger and higher. The study also
tourism, the impact on tourist destinations, transit brought up the instance of New Zealand airlines,
regions, and competing destinations and enterprises. It which claimed to have operated flights at less than
is interesting to note that health security protocols are 50% of capacity. All around the world, the number of
spreading to every area. Additionally, it was shown visitors or tourists has decreased by at least 50%. The
that COVID-19 altered consumer and industry study also discovered that 90% of locations for
behavior, demoralizing travelers in the tourism- business meetings, lodging, camping, dining, and auto
producing area. The COVID-19 pandemic altered the rentals would be closed by March 26, 2020. 65% of
transportation connections between transit areas, and tourism-related firms had trouble paying their bills on
destination marketing groups are having trouble that date, compared to 72% of cafes and restaurants,
positioning themselves in the new normal in the eyes 63% of hotels, and 55% of Destination Management
of travelers and those traveling to the most severely Organizations (DMOs). According to the survey, 12.6
afflicted areas. The government's regulations, laws, million workers in the hospitality and food service
and orders must be followed by the tourism attractions. industries are at risk of losing their jobs. The
Some of the locations are also planning and making cancellation of major events like the Olympics and the
voluntary preparations to lessen the effects of the Euro Cup 2020 cost governments money. Thus, the
COVID-19 pandemic. According to the report, study drew attention to a UNWTO analysis that
destinations frequently respond by using non- estimated the global loss of $300–450 billion in
pharmaceutical therapies. It is also noted that tourism revenues. The authors noted that while cruise
COVID-19 losses and consequences may be recovered ship operators were looking forward to vaccine shots
with assistance from the government and financial and where risk-free tours could be provided to vaccinated
non-financial institutions, promotional methods, the guests, eateries were having trouble recovering their

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losses. The study suggested focusing on the growth of Descriptive design help in identifying the questions to
the domestic tourist industry. Additionally, they be answered by the respondents in the survey and
challenged the tourism industry to view COVID-19 as directly getting primary data to determine the status of
an opportunity to restructure the sector and transform the population concerning the identified variables.
it into one that emits no carbon and is resilient and
sustainable. Participants

Another study carried out by Karabulut et al. (2020) The participants of the study were the registered
examined various approaches to measuring the effects tourism related establishments in the municipality of
of pandemics using a recently created index. The Guiuan, Eastern Samar it includes the owner and
Pandemic Index Data is provided every four months, employees. From the total population of participants of
according to the authors, who also claimed to be the 568, the researcher employed sampling technique by
first innovators to use the new index. The authors using the sloven’ formula to get the sample size of 236
discovered a negative correlation between the participants. It was done in coordination with the
epidemic and visitor arrival after doing data analysis. management of the different tourism related
The pandemic's spread discourages travelers from enterprises.
going on vacation. Additionally, a variety of travel
limitations also contribute to a decline in tourist Validation and Reliability Test
numbers. The negative consequences are present in
lower-income countries, according to this paper's To confirm the reliability of this study, the
analysis of data from 129 countries. As a result, questionnaire was subjected to validation by proficient
compared to developed nations, countries in the lower reviewers from the academe and research. The
income group suffer greatly from the entrance of recommendations these experts were used for the
tourists due to corruption and a fragile health system. enhancement of the research instrument. A pilot tested
The study also noted that exchange rates and per capita performed with around 30 participants to ensure
GDP have a favorable impact on tourist inflow. With effectiveness and smooth flow during the actual
increased per capita GDP and a favorable exchange survey. Participants in the pilot test was not considered
rate, tourism is increasing. Finally, according to the when the survey is administered.
authors, COVID-19's unpredictable and distinctive
qualities make it difficult to forecast how it would Below are the results of the reliability testing from my
behave. statistician

Methodology

Design

The purpose of the study was to investigate how the

COVID-19 pandemic affected the tourism related-
establishment. The study was used descriptive-
quantitative design of research. Frequency counts and
percentage distribution was utilized in this study to After the reliability testing of the research instrument,
obtain the results for demographic profile of the the researcher come-up with the results per variables
tourism establishments. Additionally, mean, and where accommodation has an excellent result.
standard deviation was used in the study to determine Variables such as perceived expectancy, channel,
the effect of covid-19 pandemic on the tourism related traveller, and strategy formulation has a good result
establishments at the same time the strategies used by and lasty, the strategy implementation and evaluation
the tourism businesses to be able to survive during the have a good and acceptable results.
covid-19 crisis. Moreover, T-Test was used in the
study to determine the significant difference between Instruments of the Study
variables. It utilized the sampling procedure to
determine the number of respondents of the study. The A set of questionnaires with three parts was utilized in
design allowed the collection of data using this research. The first part of the questioner gathered
questionnaires at a particular point in time from a information about the profile of the establishment as a
sample of participants from a target population. measuring variables. There were 5 questions for the

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category of establishment, 6 questions for the years of For this research, the following guidelines are taken
operation, 6 for the number of work forces, 3 for the into consideration:
ownership and 4 questions for the status of operation.
The second part gathered data is about the effect of 1. Respondents were asked to participate in the
COVID-19 pandemic on the establishments as a conduct of the study through asking his/her consent.
measuring variables. There were 10 questions for The processes, procedures and purpose of the study
accommodation, 7 questions for perceived expectancy, were explained clearly and the inform consent form
7 questions for channel and 10 questions for traveller, was explain thoroughly to the respondent before
using the four-Likert scale where 4 is Strongly Agree, signing or agreeing the inform consent form.
and 1 is Strongly Disagree. Lasty, the strategies of the Thereafter, the survey questionnaire was provided to
the respondent and given at least 10 minutes to answer
tourism related enterprises used in the time of
all the questions. After answering the survey
COVID-19 pandemic as a measuring variables. There
questionnaire, it was collected form the respondents
were 7 questions for strategy formulation, 6 questions
and subject for statistical processes to obtain results.
for strategy implementation and 5 questions for
2. Confidentiality of the respondents’ profile and
strategy evaluation. It is a self-made questionnaire.
answers were guaranteed in accordance with data
The survey instrument was validated by some of the
privacy law, and anonymization of data and exclusive
faculty members of the College of Hospitality
for the purpose of this research only.
Management and College of Business Management
3. Name of respondents and/or their affiliated
and Accountancy who are handling tourism company were mentioned in the paper and in research
management and marketing subject to make presentations.
suggestions for the revision of the instrument. 4. Data responses from the respondents was seen and
accessed solely by the researcher and kept for at least
Data Gathering Procedures
one year or until the research has been completed and
were disposed after the completion of the study.
Prior to the conduct of this study, the researcher
5. No human, animal, or natural resources were
complied necessary documents form the office of harmed in the process of making this research.
IERB with the approval for the conduct of the study. 6. All data and information obtained from reliable
Due to the COVID-19 pandemic the researcher sources are true and correct.
pursues in conducting the study by following the 7. No conflict-of-interest present in the conduct of this
COVID-19 guidelines and safety protocols. Then, the study that may potentially affect the outcome of this
researcher secured permission letter from the research.
municipal mayor and the management of the tourism
related establishments for the conduct of the study, the
respondents were requested to answer the Results and Discussion
questionnaire personally handed to them by the
researcher. Upon the retrieval of the accomplished
This section presents the findings of the study on the
questionnaires, the data was tailed, computer- demographic profile of the tourism related
processed, and interpreted. For the analysis of the establishments, the effect of COVID-19 pandemic and
collected data including determining the significant the strategies used by the tourism related
difference of the variables, a statistical treatment was establishments in the time of the pandemic as it serves
used. as a basis for developing a proposed strategic model
for the tourism related establishments in the
The result of the study was analyzed by the researcher municipality of Guiuan, Eastern Samar.
by employing frequency counts, percentage, mean, and
standard deviation in presenting the demographic What is the Demographic Profile of the Tourism
profile of the respondents, effect of COVID-19 Related-Establishments?
pandemic on the tourism related establishments, and
the strategies used by the tourism related The presentation shows the results of the demographic
establishment. For the significant difference between profile of the tourism-related establishments in
the effect of covid-19 pandemic and the strategies and Guiuan, Eastern Samar in terms of category of
the profile of the establishments, the researcher used establishments, years of operation, number of
T-Test. workforces, ownership, and status of operation.

Ethical Considerations

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Table 1. Demographic Profile of the Tourism Related

Establishments
Years of Operation. Another investigated aspect was
the years of operation of the respondents, 105
(44.49%) respondents were the respondents with 0-5
year of operation, while 87 (36.86%) were from the
respondents with 6-10 length of years of operations.
Those respondents with length of years of operation
between 11-15, 16-20, 21-25 and 26-30 length of years
of operation forming about 12.29%, 1.69%, 4.24% and
0.42% respectively.

Based on the findings presented above, it is clearly

indicated that there was a proportional presentation of
each group in terms of number of years of operation in
this study during data collection process which justify
the findings of this study was cut across the number of
years operation.

Number of Workforces. Number of work forces of

the establishments was another aspect investigated in
this study, from the findings above majority of the
respondents from an establishment having 6-10 work
forces accumulating with 109 or 46%. Followed by 70
(30%) with 1-5 number of work forces and 28 (12%)
were from an establishment with 11-15 number of
work forces. Establishments consist of 16-20 and
21-25 number of work forces forming about 4 (2%)
and 25 (10%) respectively.

The above presented percentages indicate that at least

there was proportion of the different group of
respondents in terms number of work forces in the
process of data collection which help to capture data
which address each group of number of work forces.
Category of Establishment. From the table 1 above,
Ownership of Establishment. Another demographic
out of 236 respondents, 86 from attraction, 71 from
profile investigated in this study was the ownership of
accommodation, 49 from food and beverage, 19 from
the establishments, out of 236 respondents, 183 were
transportation and 11 from travel trade. The counts
from sole ownership with 183 (78%). Partnership and
form 36.44%, 30.08%, 20.76%, 8.05% and 4.66%
corporation gathered 33 and 20 forming about 14%
respectively. Even though attraction respondents were
and 8% respectively.
slightly higher from the rest of the respondents, but the
proportional of the percentage above indicates that
This implies that majority of the respondents who
there was a proportional presentation of category of
responded in this study were from sole ownership
establishments in the process of data collection which
compared to partnership and corporation.
help to capture data which address each group of
categories of establishments in this study. Status of Operation. The last investigated aspect of
demographic profile of the respondents was that of
Based on the findings above, it is clearly indicated that
status of operation. From the figure 5 above, majority
there was proportional presentation of the respondents
(44%) of the respondents were from an establishment
in terms of category of establishments in this study
with 70% operational status, followed by (40%) those
during data collection process which justify the
establishments with 100% operational. The
findings of this study was determined through the
respondents with less than 30 % and 50% operational
category of establishments.
status had 3% and 13% respectively.

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Based on the information presented above, it is clearly had their salaries reduced. The Malaysian government
seen that, the researcher obtains the data from the acted swiftly, announcing multiple stimulus measures
respondents with 70% status of operation, this helped for the impacted parties to aid in improving the travel
the researcher to be confident that the data given come and tourism sector. Flexible rules for hotel use, a 15%
from the respondents with 70% status of operation. reduction on electricity bills, a waiver of taxes and
other utility payments, an increase in the Human
What is the Effect of COVID-19 Pandemic on the Resource Development Fund (HRDF), renegotiating
Tourism-Related Establishments in Guiuan, bank loans for six months, and wage subsidy programs
Eastern Samar? are all included in the packages. To encourage
domestic tourism, the government also launched timed
The succeeding tables and the data below were derived programs. In this context, personal income tax
from the respondents’ answers pertaining to the effect reduction, digital transit (air, rail) and lodging coupons
of COVID-19 pandemic on the tourism-related are adopted. Accordingly, the authors thought that
establishments in the municipality of Guiuan, Eastern such measures would aid in the nation's recovery from
Samar. its losses and strengthen its tourism sector.
Table 2. Effect of COVID-19 on the Tourism-Related
Another study conducted by Fu (2020) to examine the
Establishments in Terms of Accommodation impact of COVID-19 and outline the strategies to
recover the losses from Taiwan’s hospitality industry
perspective. The study examined secondary
information that was gathered both during and after the
outbreak. The investigation showed that there was a
decline in the number of occupied rooms, occupancy
Based on the findings above, in can be concluded that
rates, operational revenue, and personnel numbers in
the COVID-19 pandemic was adversely affected the
tourism-related establishments in Guiuan, Eastern Taiwan's hotel industry during the pandemic periods.
Samar. Particularly, the hotels in Taiwan's northern region
saw greater revenue losses. In this area, the occupancy
The findings of this study agree with the study rates of rooms significantly declined. The survey also
conducted by Foo et al. (2020) in Malaysia. The revealed that this industry received substantial support
research discussed the Malaysian government's from the Min istry of Tran sp o rt at io n and
assistance programs as well as the effects of the Communications. To provide relief, subsidies, and
COVID-19 pandemic on the aviation and hotel revival for the tourism-related sector, the government
industries. According to the survey, the top three approved a total of NT $7 billion. The subsidy money
airlines, Malaysian Airlines, Malindo Air, and Air is also used to cover the hotel's operating costs and
Asia, reduced employee salaries by 10% to 100% employee salaries. The banks also approved soft loan
depending on position, and some workers also quit programs for the hospitality and tourism sectors. It
their employment without receiving any compensation. should be mentioned that the authority expanded
The airlines asked the government for financial marketing efforts to draw international visitors and
assistance since they had lost money and might go out launched incentive programs for travelers, local
of business. However, COVID-19 resulted in a governments, and tourism associations. The M.O.T.C.
revenue loss of RM 68,190,364 due to the cancellation also provided funding to NGOs to support the
of 170,084 hotel reservations between 11 January 2020 development of new digital tourist experiences and
and 16 March 2020. The two cities that suffered the activities. The study's authors concluded that the
greatest revenue losses were Kuala Lumpur (RM pandemic resulted in significant losses for the Taiwan
23,021,301) and Sabah (RM 11,550,605). The report hotel sector. The report suggested various restoration
predicts that by June 2020, the local hotel industry will strategies for defending the travel and hospitality
suffer losses of RM 3.3 billion. These large losses sector. The proposal calls for improving training
compelled the hotel's proprietors to make a difficult programs for risk and crisis management, creating a
but unavoidable choice regarding the employment and crisis management organization, conducting Big Data
pay of their staff. According to the study, which polled
analytics, and utilizing artificial intelligence.
17,826 people, 3% of workers had their employment
eliminated, 20% had to take unpaid time off, and 16%

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Research Article

Table 4. Effect of COVID-19 on the Tourism-Related

Table 3. Effect of COVID-19 on the Tourism-Related Establishments in Terms of Channel
Establishments in Terms of Perceived Expectancy

Based on the findings above, it can be concluded

Based on the findings of the study, it can conclude that distribution channel in the tourism industry like travel
the perceived expectancy of the tourism-related agencies, transportation sector, and entertainment
establishments was adversely affected by the industry was adversely affected by the COVID-19
COVID-19 pandemic. pandemic.

Hotel customers are now more worried about health The results of this study are consistent with those of
and hygiene due to the outbreak of COVID-19. Hall et al.'s (2020) analysis of the COVID-19
Considering this, authors (Fotiadis et al., 2021) pandemic's effects on the travel industry, the nation,
suggested reshaping or reevaluating the current and visitor behavior. The impact on international
business model and applying novel measures for networking and travel was another key area of the
restructuring the confidence of hotel guests/customers. study. 90% of people in the world are said to be
Sharma et al. (2021) undertook a study to gauge how limited to their homes or own countries because of
effective these changes were in the eyes of the closed borders and travel restrictions. According to the
shareholders. The Oslo Manual's four areas of data, there was a 50% decrease in visitors between
innovation—product, process, organizational, and March 21, 2019, and March 21, 2020. On April 14,
marketing—were evaluated in the study, which also 2020, aviation traffic barely reached 48% and airline
looked at the effectiveness of innovations using revenue fell to 55%. The political, economic, and
Schumpeter's (1934) life cycle model of innovation environmental effects of COVID-19 were also divided
process. According to the study, six chain hotels into three categories in this study: the influence on
(Hyatt, Marriot International, Wyndham, Hilton, regions that produce tourism, the impact on tourist
Choice, and InterContinental) introduced four different destinations, transit regions, and competing
sorts of innovations between 20 February 2020 and 18 destinations and enterprises. It's interesting to note that
June 2020. The hotel embraced organizational health security protocols are spreading to every area.
innovation four times, product-process innovation Additionally, it was shown that COVID-19 altered
three times, and Marriot International innovation consumer and industry behavior, demoralizing
strategies seven times among the hotels. However, travelers in the tourism-producing area. The
InterContinental Hotels just once used organizational COVID-19 pandemic altered the transportation
innovation. Organizational and product-process connections between transit areas, and destination
innovation received more emphasis than marketing marketing groups are having trouble positioning
innovation among the several innovation categories. themselves in the new normal in the eyes of travelers
The study also examined how these changes might and those traveling to the most severely afflicted areas.
affect hotel market value and discovered a favorable The government's regulations, laws, and orders must
effect. Innovative approaches reportedly decreased the be followed by the tourism attractions. Some of the
likelihood that hotel customers and staff would locations are also planning and making voluntary
become anxious. The results of this study's test preparations to lessen the effects of the COVID-19
demonstrated that organizational and marketing pandemic. According to the report, destinations
innovations have less of an impact on shareholders' frequently respond by using non-pharmaceutical
perceptions than do product-process advances. The therapies. It is also noted that COVID-19 losses and
study recommended that the hotel industry implement consequences may be recovered with assistance from
innovations cautiously since they have a favorable the government and financial and non-financial
impact on the strategic and operational performance of institutions, promotional methods, the creation of new
the business. A few restrictions were also listed. First, products and markets, and the improvement of
they solely considered privately owned hotels. Second, destination attractiveness. The authors identified
the study employed ex ante analysis in part, and third, several factors and interventions that may buoy change
the study used the core market efficiency-based and recovery in the tourism sector. The interventions
framework (analytical Framework) principles of and factors are public health, economic, travel
neoclassical economics.

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Research Article

restrictions, air and other networking, access to the

destinations and events, policy, low carbon emission million workers in the hospitality and food service
tourism policy, market size and capacity of the industries are at risk of losing their jobs. The
destination, number of tourists and non-pharmaceutical cancellation of major events like the Olympics and the
interventions and their influence on tourist behavior Euro Cup 2020 cost governments money. Thus, the
and practices, mental safety and security, the study drew attention to a UNWTO analysis that
confidence of the consumer and perception, sustained estimated the global loss of $300–450 billion in
changes, destination image, remote working, use of tourism revenues. The authors noted that while cruise
staff, support from government and others, reskilling ship operators were looking forward to vaccine shots
the workforce, supply chain, and preparation for future where risk-free tours could be provided to vaccinated
crises. guests, eateries were having trouble recovering their
losses. The study suggested focusing on the growth of
Table 5. Effect of COVID-19 on the Tourism-Related the domestic tourist industry. Additionally, they
Establishments in Terms of Travelers challenged the tourism industry to view COVID-19 as
an opportunity to restructure the sector and transform
it into one that emits no carbon and is resilient and
sustainable.

Another study carried out by Karabulut et al. (2020)

From the findings above, it can be concluded that the examined various approaches to measuring the effects
traveler was restricted and affected their willingness to of pandemics using a recently created index. The
travel to their preferred tourism destination because of Pandemic Index Data is provided every four months,
COVID-19 pandemic. according to the authors, who also claimed to be the
first innovators to use the new index. The authors
The findings of this study were attested by the discovered a negative correlation between the
completed study of Gössling et al. (2020), which epidemic and visitor arrival after doing data analysis.
compared the effects of COVID-19 on the tourism The pandemic's spread discourages travelers from
industry with those of earlier pandemics, may attest to going on vacation. Additionally, a variety of travel
this. They also looked at how the COVID-19 epidemic limitations also contribute to a decline in tourist
was altering social, economic, and tourist trends. numbers. The negative consequences are present in
According to the report, the pandemic forced nations lower-income countries, according to this paper's
to shut down every industry, including RMG, analysis of data from 129 countries. As a result,
transportation, oil, gas, and even educational compared to developed nations, countries in the lower
institutions, something that had never happened in the income group suffer greatly from the entrance of
previous 40 years. 90% of the world's population was tourists due to corruption and a fragile health system.
compelled to remain inside their houses as movement The study also noted that exchange rates and per capita
control orders were issued by the government to GDP have a favorable impact on tourist inflow. With
contain the pandemic. It is mentioned that, compared increased per capita GDP and a favorable exchange
to 2019, tourist arrivals decreased by 20–30% in 2020. rate, tourism is increasing. Finally, according to the
However, it was predicted that in 2020, the number of authors, COVID-19's unpredictable and distinctive
tourists will increase by 3-4%. Comparing the loss to qualities make it difficult to forecast how it would
other sectors, it is far bigger and higher. The study also behave.
brought up the instance of New Zealand airlines,
which claimed to have operated flights at less than What are the strategies of the tourism-related
50% of capacity. All around the world, the number of establishments in the time of COVID 19 to be able
visitors or tourists has decreased by at least 50%. The to survive?
study also discovered that 90% of locations for
business meetings, lodging, camping, dining, and auto The succeeding tables and data below were derived
rentals would be closed by March 26, 2020. 65% of from the respondents’ answers pertaining to the
tourism-related firms had trouble paying their bills on strategies used by the tourism-related establishments in
that date, compared to 72% of cafes and restaurants, the municipality of Guiuan, Eastern Samar in the time
63% of hotels, and 55% of Destination Management of COVID-19 pandemic to be able to survive.
Organizations (DMOs). According to the survey, 12.6

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Table 6 . Strategies of the Tourism-Related

Establishments in the Time of COVID-19 Pandemic Fornasari, T., 2022) and (Costa, J.; Castro, R., 2021).
in terms of Strategy Formulation Government policy is an important element in the
development and sustainability of economic business
in the tourism sector. Close collaboration between the
public and private sectors will accelerate economic
recovery and the sustainability of economic enterprises
Based on the findings above, it can be concluded that
in the tourism sector (Ramírez, R.R. et. Al., 2021) and
the tourism-related establishments formulated several
(Bekun, F.V., et. At., 2021). Thus, business stability
strategies in coping the changing business environment will be ach iev ed if it is acco m p an ied by
brought by the COVID-19 pandemic and to able to macroeconomic stability. Policy consistency and
survive their business’ operations and activities during coherence is critical to improve the competitiveness,
the COVID-19 crisis. sustainability, and business stability of the tourism
sector (Khan, A. et. al., 2020).
The findings of this study attested by several studies, a
study conducted by United Nations (2020), the Table 7 . Strategies of the Tourism-Related
COVID-19 pandemic has negatively contributed to
Establishments in the Time of Covid-19 Pandemic in
macroeconomic growth and the economic-business
terms of Strategy Implementation
productivity in the tourism sector. This means that due
to the uncertainty of the duration of the pandemic in
various parts of the region, as well as the relaxation
measures, it will be difficult to estimate the short-,
medium-, and long- term impacts of the pandemic on
tourism. Furthermore, economic enterprises face a From the findings above it can be concluded that the
similar situation and have experienced a drastic tourism-related establishments in Guiuan, Eastern
decline in turnover due to unstable tourist visits. This Samar implemented several strategies to address the
means that risk and crisis management is an integral effect of COVID-19 pandemic on their business’
component of overall tourism and hospitality operations and activities and to survive their business
management (COMCED, 2007). This condition causes in the time of COVID-19 pandemic as well.
stagnation in tourism travel business and the SMEs’
revenue receipts. The COVID-19 pandemic has had a This finding of the study supported by the study
serious impact on various economic sectors, especially conducted by Chowdhury et al., (2020) studied that
the tourism industry (Chen et. Al., 2021). To support Strategic Business Implementation Company
the increased productivity of economic enterprises, management must be able to consider short-medium
creativity and business innovation efforts are needed and long-term effects during the COVID-19 pandemic.
using technology and investment cooperation between As a result, the appropriate approach can improve the
the government, the private sector and business actors company's resilience and capabilities in a fast-
in the tourism sector. This means that governments changing environment and lessen severity.
need to consider the long-term implications of the
crisis while leveraging digitization and promoting According to Akpan et al., (2020), the purpose of
structural transformation to build a stronger, more integrating technology into business operations is to
sustainable, and resilient tourism economy (Kristiana, improve, alter, or even entirely convert the business
Y.; Pramono, R.; Brian, R., 2021). Thus, optimal model from an operational perspective into a strategy
efforts and new breakthroughs are needed for to gain a competitive edge. To adapt to market trends,
economic recovery and business stability through expanding opportunities, and issues raised by changes
in business behavior during the COVID-19 epidemic,
innovation and the use of technology towards
innovative business solutions must be digitally enabled
increasing business competitiveness in the global-
(Pramono et al., 2021). The COVID-19 outbreak,
market era (Aksentijevic´, N.K.; Ježic´, Z.; Zaninovic´,
according to Priono et al., 2020, has resulted in large
P.A., 2021). Furthermore, product promotion and
environmental shifts that are driving business owners
marketing using information technology and support
to adopt digital technology more swiftly and widely.
of good governance will accelerate the recovery of
tourism and SME business activities. E-commerce is a
Additionally, the connection between business
new paradigm that connects companies, consumers,
continuity during the COVID-19 pandemic and
and society through electronic transactions to reach
strategy implementation historically, disruption has
global markets and increase the competitiveness of
economic businesses (Salvioni, D.M.; Bosetti, L.;
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(Obrenovic et al., 2020). There is currently relatively

been the cause of efforts to keep a business little scholarly study that examines how the
organization viable (Schmid et al., 2021). Companies COVID-19 epidemic affects the performance of
will implement adaptation and innovation strategies organizations. There have been reports of business
when they encounter external disruptions (Kraus et al., activity disruptions, operations ceasing, and firm
2020). Businesses with a strategy built on wise closures (Larcker et al., 2020).
strategic choices can increase their sustainability
What is the significant difference between the
(Hamilton, 2020). Businesses that adopt novel
business strategies made feasible by technological effects of COVID-19 and the profile of the
advancements will present an excellent opportunity to establishment?
continue developing (Niemimaa, 2019).
The succeeding tables is a presentation if there a
Table 8 . Strategies of the Tourism-Related significant difference on the effects of COVID-19 and
Establishments in the Time of Covid-19 Pandemic in the response strategic plan of the tourism-related
terms of Strategy Evaluation establishments when grouped according to profile.

Table 9. Comparison of the Respondents’ Perceived

Effects of COVID 19 when they are Grouped
According to the Type of Establishments They Belong
with
Based on the findings above, it can be concluded that
the tourism-related establishments evaluated the
effectiveness of the strategies used by the
establishments in order track and meet the goals and
objectives of the establishments in line with their
business’ mission and vision and for the welfare of the
business as well.

The findings of the study confirmed by the study

conducted by Kraus et al., (2020), it is challenging to
identify the metrics and indicators that best reflect how
businesses operated during the COVID-19 epidemic
because this crisis may introduce fresh uncertainties
for them. Prior shocks, such the 2011 Great East Japan
Earthquake or local flu outbreaks, made it possible to
quickly assess the effects on enterprises. The positions The findings indicated that there is a significant
of the businesses in relation to the epicenter of the sad difference between effect of COVID-19 in terms of
incident provided as a highly accurate signal (Baldwin channel and the category of establishments with the
and Weder di Mauro, 2020). However, the distance equivalent p-value of (P = 0.001 < 0.05).
from Wuhan, China, does not always have an impact
on how the COVID-19 outbreak plays out. A single This means that, the effect of COVID-19 pandemic in
tragic air disaster also depresses a specific airline term of channel like how the COVID-19 crisis had a
company, whereas the spread of COVID-19 has wiped significant impact on travel service providers such
out the whole sector globally (Bongini et al., 2019). transportation, lodging, meals, entertainment, and
sightseeing has an influence on the category of
Additionally, a study conducted by Larcker et al., establishment.
(2020), a fascinating illustration of this is provided by
the covid-19 epidemic, where an unexpected shock The findings of this study agree with the study
significantly changes how firms function in compared conducted by Higgins-Desbiolles (2020), identified
to managers' expectations from just a few months prior COVID-19 as a chance to increase tourism's social and
to the crisis. International business academics are environmental responsibility. This conceptual paper
starting to investigate the crucial factors influencing included several ideas and suggestions for how to
how businesses operate and their early strategies for rethink and reset tourism to make it sustainable.
addressing challenges during the COVID-19 epidemic Initially, the report declared the COVID-19 a severe

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global catastrophe and called for political action, social shows a negative economic impact like shows low in
safety nets, and charitable efforts. It is stated that sales and income, closure of the different departments
travelers and tourism service providers should put the and laying-off of their employees. Perceived
needs and interests of the host communities first. The expectancy this is due to the interventions of the
author mentioned initiatives like "socializing tourism," covid-19 crisis on the tourism business, visitors'
which refers to promoting the welfare and perceptions have an impact on the tourism destination,
empowerment of regional communities through travel. for the channel this is how the covid-19 crisis
The research also applauded the privatization, interventions, tour package components like
marketization, and commercialization activities while transportation, lodging, and pricing have been altered
criticizing the government's voluntary social, or canceled, and lastly to the traveler, like travel
educational, and health-related interventions in restrictions prevent people from visiting their preferred
response to COVID-19. To lessen the consequences of tourist destinations the above mentioned effects of
COVID-19, the research placed a strong emphasis on COVID-19 pandemic influences the number years of
the growth of domestic tourism as well as small and operation of the tourism-related establishments.
medium-sized tourism businesses. Making tourism
accessible to the public and accountable to them is To support the findings of the study, a completed study
another suggestion. The study recommended done by Jaipuria et al. in (2021), to predict India's
alternative models in the form of cooperatives, non- foreign exchange earnings (FEE) and inbound visitor
profits, social businesses, and social business as a reset arrival rates. A few noteworthy comments are made in
strategy for the tourism industry to facilitate tourism. the study's introduction, such as how the COVID-19
The study concluded by saying it "must" be guaranteed epidemic lowers the FEE, impedes regional growth,
that national tourist organizations are headquartered in eliminates job prospects, and undermines the
the public sector because doing so will also guarantee confidence of host communities. Thus, the study
workers' rights and a safe working environment. attempted to foresee the effects of the epidemic on
India's tourism sector. Artificial neural networks
Table 10. Comparison of the Respondents’ Perceived (ANN) were employed in the study as a successful
Effects of COVID 19 when they are Grouped prediction tool. It is evident that due to border
According to the Years of Operations closures, canceled international flights, and a series of
lockdowns, tourist arrivals fell by 6.63% in February
and by 66.42% in March. It is also confirmed that
despite the COVID-19 issue, the Indian tourism
industry might make at least 31,325.25 million USD
from August 2020 to September 2021. According to
the analysis, the monthly FEE would total 1,790.53
million USD. The monthly arrival rate, however, could
drop to 68%. The study also discovered that with
effective management, tourism-related activities may
produce FEE of USD 13,351.07 million, however in
the opposite scenario, FEE might decrease to USD
1,790.53 million with total losses. The authors made
the case that tourism both boosts revenue and creates
job possibilities. However, the epidemic may result in
the loss of 9 million jobs in India. It is advised to use
appropriate measures to restructure the industry to earn
The table presented above revealed that there is a USD 1,790.53 million FEE, utilize resources, and
significant difference between the effect of COVID-19 generate employment possibilities. The authors are
pandemic in terms of accommodation with an optimistic that this study will serve as a foundational
equivalent p-value of (P = 0.007 < 0.05), perceived study and aid in rapid decision-making, promotion of
expectancy with an equivalent p-value of (P = 0.004 < destinations, industry funding, implementation of
0.05), channel with an equivalent value of P = 0.000 < efficient health protocols, and development of a
0.05, and traveler with an equivalent p-value of (P = modern tourism and hospitality curriculum. The
0.000 < 0.05) and the number of years of operation. study's shortcomings, which include just using data
from one country—India—and not considering
This implies that, the effect of COVID-19 pandemic
domestic or international travelers—were also
on the tourism-related establishments such as
mentioned by the authors.
accommodation for instance the accommodation

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Table 12. Comparison of the Respondents’ Perceived

Effects of COVID 19 when they are Grouped
Table 11. Comparison of the Respondents’ Perceived According to the Ownership
Effects of COVID 19 when they are Grouped
According to the Number of Workforce

Based on the findings above, that there is a significant

difference between the channel as to the effect of
covid- 19 pandemic on the tourism- related
establishments and the ownership of establishments
with an equivalent p-value of (P = 0.008 < 0.05). This
means that the COVID-19 effect on the tourism-
The table showed that there is a significant difference related establishments in relation to channel influences
between the effect of covid-19 pandemic in term of the type of establishment ownership.
channel and the number of work forces with an
equivalent p-value of (P = 0.000 < 0.05). This means Supply chain relationship management has also been
that, the effect of covid-19 pandemic in term of influenced by the COVID-19 epidemic, the result of
channel like how the covid-19 pandemic hampered the the study was agreed by the study conducted by
business’ operations of the tourism distribution Baveja et al. (2020), social interactions between
channels like transportation, attractions and tourism supply chain partners have a narrow scope.
activities influences the number of work forces on the Information ambiguity, a lack of clarity, and precision
tourism-related establishments. might result from this deterioration in interactions,
according to Gunessee and Subramanian (2020).
The findings of this study agree with the completed
Additionally, because of the decreased supplier
study conducted by Zerin Tasmin (2021), the tourism
supply chain (TSC) is made up of a network of several engagement, it is now more difficult for businesses to
tourism businesses that operate with goods and build a collaborative strategy that incorporates all
services related to tourism in both the public and partners (van Hoek, 2020). As Gupta et al. (2020)
private spheres. Effective management of coordination pointed out, opportunistic behavior may also rise, and
in upstream and downstream entities is required to non-disrupted suppliers may raise prices if they notice
maintain competitiveness in the tourism industry's that other suppliers have been impacted by
whole supply chain network. The coordination interruptions.
between those who are vertically tied, such as hotels
and tour companies, is crucial. Coordination between Table 13. Comparison of the Respondents’ Perceived
businesses that are horizontally related or on the same Effects of COVID 19 when they are Grouped
level is crucial for fostering sustainable TSCs. According to the Status of Operations
Therefore, it is important to comprehend the current
scenario the tourist and hospitality industry is in
because of this epidemic and to consider its effects on
the entire supply chain network as well as the situation
in the post-COVID-19 period. To continue cooperation
among all TSC sectors going forward, it is crucial to
consider the important supply chain drivers that have a
real impact on this industry. In turn, this might
contribute to increased system effectiveness, cost
savings, and brand value.

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The table showed that there is a significant difference Table 14. Comparison of the Respondents’ Strategies of
between the effect of COVID-19 pandemic in terms of the Tourism Related Establishments when they are
accommodation with an equivalent p-value of (P = Grouped According to the Type of Establishments
0.000 < 0.05), and perceived expectancy with an They Belong with
equivalent p-value of (P = 0.035 < 0.05) and the status
of operations. This means that, the effect of
COVID-19 pandemic in terms of accommodation and
perceived expectancy like cancellation of hotel
reservation influences the status of operations on the
tourism-related establishments.

Several authors agreed to the findings of this study. A

study conducted by Wen J., Kozak M., Yang S., & Liu
F. (2020a), flight cancellations resulting from travel
restrictions, travel risk, and management views are
referred to as travel risk. Tourists experience negative This implies that, the strategies used by the tourism-
feelings, anxiety, and disappointment because of the related establishments in the time of covid-19
vacation cancellation. In accordance with this, the pandemic and to be able to survive their business’
effectiveness of a tourism project depends on the operations and activities in terms of strategy
delivery or efficiency of services. Failure of the formulation and strategy implementation influences the
type of establishments.
service could have a detrimental effect on the trip
destinations. According to earlier research, travelers' Several authors were agreeing to the findings of this
perceptions of travel risk and risk management may study, a study conducted by Schmidt, K. et. al., (2021),
have a detrimental impact on their decision-making along with having numerous negative effects,
Pourfakhimi S., Duncan T., & Coetzee W. J. (2020). COVID-19 crises might be seen as a chance to
Professional service delivery and prompt increase sustainability in the pre-pandemic travel
sector. According to Ost and Saleh (2021, the current
responsiveness may lower visitors' perceptions of
crisis might be seen as a chance to inspire additional
travel risk and management. Studies Pourfakhimi S., ideas and creativity in the tourism industry, which
Duncan T., & Coetzee W. J. (2020) and Ray A., & would help it become more resilient and sustainable,
Bala P. K. (2021), revealed that several restaurants via the lens of Schumpeter's creative destruction. As
refused to deliver food to Chinese customers. Tourists' an illustration, COVID-19 gave tourists the chance to
views of travel risk and destination management may explore novel types of travel, such as six-feet tourism,
change because of this racial prejudice. According to a staycations, workcations, etc. (Goel, P. et. al., 2021). A
prime example of "innovations to lead the way during
research study Yu M., Li Z., Yu Z., He J., & Zhou J.
difficult times" is the emergence of such novel types of
(2020), public health crises can influence travelers' tourism that adhere to safety standards. Therefore, the
dining choices. To reduce social interaction and avoid sector may survive during times of crisis by
needless contact with individuals during the pandemic, continuously developing new types of tourism with
tourists should steer clear of eating at restaurants and adequate planning and better management.
opt for delivery instead.
Similarly, the tourism industry experienced an
What is the significant difference between the extraordinary loss during the pandemic, which
compelled them to speed up the use of cutting-edge
strategies of the tourism related establishments and digital technologies in their operations (Sheresheva,
the profile of establishments? M. et. al., 2021). In short, the pandemic encouraged
the use of cutting-edge technologies like virtual reality,
As presented above there is a significant difference internet tours, augmented reality, artificial intelligence,
between the strategy formulation with an equivalent and other cutting-edge technologies that adhere to the
p- value of (P = 0.033 < 0.05), and strategy COVID-19 protocols, which ultimately shifted the
implementation with an equivalent p-value of (P = tourism industry toward more innovative and
0.002 < 0.05) and the category of establishments. sustainable dimensions (Streimikiene, D. and
Korneeva, E. 2020). The use of such human-machine

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interactive (HMI) technologies in the tourism sector systems that enable surgeons to operate remotely,
might result in destination plans that are smarter, more much like how telemedicine enables a healthcare
sustainable, and provide visitors with a more upscale professional to virtually connect with patients. Studies
experience (Van, N.T.T. et. al., 2020). already conducted on the effects of organizational
variety have produced conflicting findings (Baptista et
Table 15. Comparison of the Respondents’ Strategies al. 2020). While there are many reasons for businesses
of the Tourism-related Establishments when they are to diversify, including growth, profitability,
Grouped According to the Years of Operations. capitalizing on investment possibilities, and market
positioning, not all of them are successful in doing so.
For instance, there is data that suggests diversification
can be ineffective or even detrimental to business
profitability (Baptista et al. 2020; Su and Tsang, 2013;
Karimi, 2013; Hasby et al. 2017; Krivopic et al. 2017;
Manyuru et al. 2017; Shao et al. 2020). If managed
properly, diversification and radical sustainable
innovation in service delivery might be encouraged to
reduce risks and guarantee SMEs' survival during
economic downturns.

Table 16. Comparison of the Respondents’ Strategies

of the Tourism-related Establishments when they are
As presented above it indicates that there is significant
difference between the strategy formulation with an Grouped According to the Number of Workforce.
equivalent p-value of (P = 0.006 < 0.05), strategy
implementation with an equivalent p-value of (P =
0.001 < 0.05), and strategy evaluation with an
equivalent p-value of (P = 0.000 < 0.05). Based on the
findings above, indicates that, the three strategies such
as strategy formulation, strategy implementation and
strategy evaluation used by the tourism-related
establishments in the time of covid-19 pandemic
influences the number of years of business operations.

The findings of this study agree with those of Faulks et

al., (2021) and Medne and Lapina, (2019), that the
organizational innovation and sustainability are closely The table revealed that there is a significant difference
related concepts that are frequently discussed together between the strategy formulation with an equivalent p-
(Faulks et al., 2021; Medne and Lapina, 2019). value of (P = 0.021 < 0.05), strategy implementation
Diversification of products and services, methods for with an equivalent p-value of (P = 0.000 < 0.05), and
delivering services, and the creation of new markets the strategy evaluation with an equivalent p-value of
are all examples of innovation, a crucial notion in (P = 0.002 < 0.05) and the number of work forces.
sustainable strategic management. Innovation involves This means that, the three strategies used by the
new processes and ways to reach specific market tourism-related establishments namely the strategy
segments. For example, a service that has been slightly formulation, strategy implementation and strategy
modified can now be provided in an unconventional evaluation influence the number of work forces in the
way, such as by streaming an online "at-home version business organization.
of the fitness course" or by partnering with delivery
services and outside vendors to offer takeout services. The study conducted by Sawalha (2020), agreed to the
Making such arrangements can lead to the creation of findings of this study, that project planning, forming
new business branches that can continue to operate and teams and assigning roles and duties, conducting risk
serve customers even when those customers are unable assessments, constructing disaster recovery plans, and
to make in-person purchases. Some examples include creating business continuity plans are often carried out
telemedicine applications, quick testing, remote in an efficient manner to preserve business continuity.
monitoring, robotics, and surgical hands. In the wake Additionally, Niemimaa et al. (2020) explained that
of the current crisis, these are destined to become the historically, companies needed to focus on risk
norm because of the cost-effectiveness of the robotics measures that threatened business operations, such as

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probability, frequency of risk of losing business Table 18. Comparison of the Respondents’
facilities, losing influence in doing business, how
Strategies of the Tourism-related Establishments
when they are Grouped According to the Status of
alternative customer service processes can be managed
Operations
appropriately, the ability to meet the minimum level of
service that needs to be delivered, and how long it will
take. These risk measures include probability,
frequency of risk of losing business facilities, losing
influence in doing business, how alternative customer
service processes can be managed appropriately.

Table 17. Comparison of the Respondents’ Strategic

Plan of the Tourism-related Establishments when they
are Grouped According to the Ownership

Based on the findings above, it means that, the strategy

implementation like how the owner and management
of the tourism related-establishment are motivated to
maintain and support the implementation of strategic
initiatives to combat the adverse effect of COVID-19
on their business and strategy evaluation like tourism
related-establishment management pay attention in
abandoning, adjusting, or developing new strategies
The table 17 showed that there is a significant after evaluation of the initial strategies influences the
difference between the strategy evaluation and the type status of operation of the business establishments.
of ownership of the establishments with an equivalent
p-value of (P = 0.009 < 0.05). The findings of the To supplement the findings of the study, a study to
study indicates that the strategy evaluation used by the determine the impact of COVID-19 on American
tourism-related establishments in the time of pandemic businesses, Bartik et al. (2020) first inquired with
to assess the effectiveness of the strategies influences owners about the status of their operation. The
the type of business ownership. COVID-19 epidemic was cited as the primary reason
for 43% of reported business closures, showing the
The COVID-19 pandemic offers an intriguing example low likelihood of survival for these companies. While
the economic crisis has had a negative influence on
of this, where an unanticipated shock dramatically
many businesses, others have managed to continue
alters how businesses perform in comparison to
their operations through the COVID-19 pandemic and
managers' expectations from just a few months prior to even thrive (Obrenovic et al., 2020). Early studies
the crisis (Larcker et al., 2020). Scholars of have also suggested that organizations' revenue
international business have begun to investigate the performance has a dramatic impact on their corporate
critical elements affecting businesses' operations and performance, casting doubt on their sustainability
their early tactics for overcoming difficulties during (Kells, 2020; Larcker et al., 2020). Companies that
the COVID-19 epidemic (Obrenovic et al., 2020). remain adaptable and adjust their production and sales
There is currently very little academic research that strategies proactively will probably have a better
looks at the effects of COVID-19 contagion on chance of thriving in the new normal (Mather, 2020).
businesses' performance. There have been reports of
operations being halted, business activity disruptions, Conclusion
and firm closures (Larcker et al., 2020).

As presented in the table 18, there is a significant Tourism related establishment contribute economic
difference between the strategy implementation with prosperity to the local government unit and to the
an equivalent p-value of (P = 0.018 < 0.05) and national level as well. In the same manner, the
strategy evaluation with an equivalent p-value of (P = municipality of Guiuan, Eastern Samar earn income
0.017 < 0.05) and the status of operation. from the tourism related enterprises such hotels,

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Research Article

resorts, restaurants, tourism spots, souvenir shops, The aim of this study is to propose a strategic model to
shopping department stores, travel agencies, transport combat the adverse effect of the covid-19 pandemic on
groups, and entertainment sector through taxes the tourism-related establishments in Guiuan, Eastern
collected form them. Also, it provides livelihood and Samar.
employment for the locals. But because of
unpredictable circumstances like COVID-19 Thus, the researcher recommends the following:
pandemic, the business sector was one who hit hard
and suffer a tremendous adverse impact to their (1) Utilize the proposed strategic to address the effect
business’ operation and activities. With this, the of covid-19 pandemic on their business’ activities and
operations. (2) The tourism-related establishments in
researcher finished this study to help the business
Guiuan, Eastern Samar are advised to support the
sector, based on the findings above, the researcher
policies and the proposed strategic model
draws the following conclusions first, it can be
recommended to address the effect of covid-19
assumed that the covid-19 pandemic adversely
pandemic on their business’ activities and operations.
affected the tourism-related establishments in Guiuan,
(3) The proposed strategic plan can be considered and
Eastern Samar. Second, it can be deduced that the
adapted by the implementers such as tourism-related
factors on the effect of covid-19 pandemic on the
establishments owners and local and national
tourism-related establishments in Guiuan, Eastern
government, not only in the municipality of Guiuan,
Samar such as accommodation, perceived expectancy,
Eastern Samar but in other municipalities as well. (4)
channel, and traveller have a strong manifestation
Future researchers are encouraged to conduct similar
pertaining to the effect of covid-19 pandemic on their
studies on the effect of covid-19 pandemic not only on
business’ activities and operations. And lastly, it can
tourism-related establishments but on other types of
be manifested that the tourism-related establishments
business establishments as well. (5) It is suggested that
in Guiuan, Eastern Samar utilized several strategies to
academicians use this study as reference in their
response the adverse effect of covid-19 pandemic like discussion on the effect of covid-19 pandemic on the
strategy formulation, strategy implementation, and tourism and hospitality industry. (6) The researcher is
strategy evaluation. urged to continue researching this subject matter on
the effect of covid-19 pandemic on the tourism-related
The findings of this study will be presented to the
establishments in a different location or province and
owners and employees of to ur ism - related
could be on a larger scale.
establishments in Guiuan, Eastern Samar, who will be
advised on the specific actions to take to cope with
their tourism-related establishments during a crisis. References
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Affiliations and Corresponding Information
UNCTAD (2020). Impact of the Coronavirus Outbreak on Global
FDI. Vicente S. Gayoso
Eastern Samar State University-Guiuan Campus,
UNWTO (2020), “International tourism and covid-19”. Philippines
UNWTO (2020a). COVID-19 Related Travel Restrictions: A Global
Review for Tourism. Second Report as of 28 April 2020.

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