COVID-19 pandemic crisis: the recovery strategy of hotel business in Bengkulu City through adoption new-normal

Abstract

The pandemic has had a worldwide economic impact. During the turbulent period in Indonesia, Bengkulu's gross domestic product (GRP) was the lowest in Sumatra in 2020. During the pandemic COVID-19 crisis, it is essential to investigate hotel business recovery strategies in Bengkulu. The purpose of this study is to determine the level of customer satisfaction in TripAdvisor's adaptation to new-normal conditions, as well as how business hotels used the COVID-19 standard operating procedures (SOPs) policy at City hotels in Bengkulu. The study employed the content analysis technique, which was carried out by evaluating 302 TripAdvisor reviews and was followed by first-hand observations of a selection of hotel businesses in Bengkulu. The study's findings reveal that the client is pleased with the improvements, and the hotel followed the standard COVID-19 practice of wearing masks, washing hands, and keeping a safe distance. According to the findings of this study, the government should put its faith in hotel operators whose local communities are affected by the rules that have been enacted.