Resumo

RESTREPO MONTES, Jonathan Alexis; MARULANDA VALENCIA, Flor Ángela  e  ARANGO MUNOZ, Diego Germán. Strategic Management in Times of Covid-19: A Look from the Tourism Sector - Accommodation Subsector. rev.univ.empresa [online]. 2021, vol.23, n.41, pp.133-166.  Epub 11-Jun-2022. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.10376.

This study aimed to apply some of the theoretical approaches of strategic management to the analysis of the measures taken in the accommodation establishments subsector of Medellín in view of the confinement and closure of borders to contain the Covid-19 pandemic. The information collected from interviews with the management staff of accommodation establishments and the content analysis of information published by specialized entities and the press review allowed a diagnosis of these establishments at the most critical moment, identifying survival strategies and future perspectives. As a result, hotels have drastically decreased their revenues, making it difficult for them to pay their operational expenses and financial obligations. Its managers have made cost reduction decisions that impacted their stakeholders, and some establishments have adapted to changes in the environment by modifying internal protocols for service provision. Many medium and small establishments have closed operations, the least affected formats have been those that offer long stays, and some government measures have managed to mitigate the negative effects. The fear or the desire to live intensely will be the post-pandemic feelings in the population, which can save or accentuate the crisis.

Palavras-chave : Strategies; crisis; tourism; hospitality; Covid-19.

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