Adaptation Strategies of the Colombian Hotel Industry During the Pandemic

Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent price regulation, the emergence of disruptive technologies, and events affecting public health demonstrate the need to outline appropriate tac...

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Published in:	Apuntes del CENES Vol. 43; no. 77; pp. 103 - 130
Main Authors:	López Cadavid, Diego Alejandro, Restrepo Morales, Jorge Aníbal, Vanegas López, Juan Gabriel, Arango Mesa, Maria Alexandra
Format:	Journal Article
Language:	English
Published:	Tunja Universidad Pedagógica y Tecnológica de Colombia 01.01.2024 Universidad Pedagógica y Tecnológica de Colombia (UPTC)
Subjects:	Analytic hierarchy process business strategy Colombia Competition COVID-19 COVID-19 pandemic crisis management Digital technology Hospitality industry Hotels Hotels & motels Management of crises Pandemics Prices Public health SOCIAL SCIENCES, INTERDISCIPLINARY Strategic planning Tactics Colombia Medellin Colombia digital disruption Colombia gestión de crisis hoteles business strategy adaptation disrupción digital estrategia empresarial pandemia COVID-19 precios COVID-19 pandemic adaptación hotels crisis management pricing
ISSN:	0120-3053, 2256-5779
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Abstract	Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent price regulation, the emergence of disruptive technologies, and events affecting public health demonstrate the need to outline appropriate tactics that lead to an adequate contextualized implementation. This study proposes an Analytic Hierarchy Process (AHP) model to evaluate the set of tactics and strategies most applicable to these current situation alternatives faced by hoteliers in the city of Medellin. The results of the evaluation indicate that intensive, generic business and defensive strategies are the most preferred. In addition, as expected, the results suggest that the pandemic has the greatest weight and should therefore be selected by hotel companies as the priority alternative on which to focus their strategies. Diferentes aspectos asociados a la dinámica empresarial motivan el diseño y ejecución de estrategias. En el caso de la industria hotelera colombiana, la reciente regulación de precios, el surgimiento de tecnologías disruptivas, así como los eventos que afectan la salud pública demuestran la necesidad de delinear tácticas apropiadas que lleven a una adecuada implementación contextualizada. Este estudio propone un modelo de análisis jerárquico de procesos (AHP) para evaluar el conjunto de tácticas y estrategias más aplicables a estas alternativas de situación actual que deben afrontar los hoteleros de la ciudad de Medellín. Los resultados de la evaluación indican que las estrategias intensivas, genéricas de negocio y defensivas son las preferidas. Adicionalmente, los hallazgos sugieren, como era de esperarse, que la pandemia tuvo el mayor peso y por lo tanto debe ser seleccionada por las empresas hoteleras como la alternativa prioritaria en la cual enfocar sus estrategias.
AbstractList	Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent price regulation, the emergence of disruptive technologies, and events affecting public health demonstrate the need to outline appropriate tactics that lead to an adequate contextualized implementation. This study proposes an Analytic Hierarchy Process (AHP) model to evaluate the set of tactics and strategies most applicable to these current situation alternatives faced by hoteliers in the city of Medellin. The results of the evaluation indicate that intensive, generic business and defensive strategies are the most preferred. In addition, as expected, the results suggest that the pandemic has the greatest weight and should therefore be selected by hotel companies as the priority alternative on which to focus their strategies. Diferentes aspectos asociados a la dinámica empresarial motivan el diseño y ejecución de estrategias. En el caso de la industria hotelera colombiana, la reciente regulación de precios, el surgimiento de tecnologías disruptivas, así como los eventos que afectan la salud pública demuestran la necesidad de delinear tácticas apropiadas que lleven a una adecuada implementación contextualizada. Este estudio propone un modelo de análisis jerárquico de procesos (AHP) para evaluar el conjunto de tácticas y estrategias más aplicables a estas alternativas de situación actual que deben afrontar los hoteleros de la ciudad de Medellín. Los resultados de la evaluación indican que las estrategias intensivas, genéricas de negocio y defensivas son las preferidas. Adicionalmente, los hallazgos sugieren, como era de esperarse, que la pandemia tuvo el mayor peso y por lo tanto debe ser seleccionada por las empresas hoteleras como la alternativa prioritaria en la cual enfocar sus estrategias. Diferentes aspectos asociados a la dinámica empresarial motivan el diseño y ejecución de estrategias. En el caso de la industria hotelera colombiana, la reciente regulación de precios, el surgimiento de tecnologías disruptivas, así como los eventos que afectan la salud pública demuestran la necesidad de delinear tácticas apropiadas que lleven a una adecuada implementáción contextualizada. Este estudio propone un modelo de análisis jerárquico de procesos (AHP) para evaluar el conjunto de tácticas y estrategias más aplicables a estas alternativas de situación actual que deben afrontar los hoteleros de la ciudad de Medellín. Los resultados de la evaluación indican que las estrategias intensivas, genéricas de negocio y defensivas son las preferidas. Adicionalmente, los hallazgos sugieren, como era de esperarse, que la pandemia tuvo el mayor peso y por lo tanto debe ser seleccionada por las empresas hoteleras como la alternativa prioritaria en la cual enfocar sus estrategias. Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent price regulation, the emergence of disruptive technologies, and events affecting public health demonstrate the need to outline appropriate tactics that lead to an adequate contextualized implementation. This study proposes an Analytic Hierarchy Process (AHP) model to evaluate the set of tactics and strategies most applicable to these current situation alternatives faced by hoteliers in the city of Medellin. The results of the evaluation indicate that intensive, generic business and defensive strategies are the most preferred. In addition, as expected, the results suggest that the pandemic has the greatest weight and should therefore be selected by hotel companies as the priority alternative on which to focus their strategies. JEL classification: M10; H12; L10; Z30; Z31; Z32. Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent price regulation, the emergence of disruptive technologies, and events affecting public health demonstrate the need to outline appropriate tactics that lead to an adequate contextualized implementation. This study proposes an Analytic Hierarchy Process (AHP) model to evaluate the set of tactics and strategies most applicable to these current situation alternatives faced by hoteliers in the city of Medellin. The results of the evaluation indicate that intensive, generic business and defensive strategies are the most preferred. In addition, as expected, the results suggest that the pandemic has the greatest weight and should therefore be selected by hotel companies as the priority alternative on which to focus their strategies.
Author	Vanegas López, Juan Gabriel Arango Mesa, Maria Alexandra López Cadavid, Diego Alejandro Restrepo Morales, Jorge Aníbal
AuthorAffiliation	Facultad de Ciencias Administrativas y Economicas del Tecnologico de Antioquia Facultad de Ciencias Administrativas y Económicas del Tecnológico de Antioquia
AuthorAffiliation_xml	– name: Facultad de Ciencias Administrativas y Económicas del Tecnológico de Antioquia – name: Facultad de Ciencias Administrativas y Economicas del Tecnologico de Antioquia
Author_xml	– sequence: 1 givenname: Diego Alejandro orcidid: 0000-0003-2221-2381 surname: López Cadavid fullname: López Cadavid, Diego Alejandro – sequence: 2 givenname: Jorge Aníbal orcidid: 0000-0001-9764-6622 surname: Restrepo Morales fullname: Restrepo Morales, Jorge Aníbal – sequence: 3 givenname: Juan Gabriel orcidid: 0000-0003-1955-0195 surname: Vanegas López fullname: Vanegas López, Juan Gabriel – sequence: 4 givenname: Maria Alexandra orcidid: 0000-0002-5203-9973 surname: Arango Mesa fullname: Arango Mesa, Maria Alexandra
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Snippet	Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent... Diferentes aspectos asociados a la dinámica empresarial motivan el diseño y ejecución de estrategias. En el caso de la industria hotelera colombiana, la...
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SubjectTerms	Analytic hierarchy process business strategy Colombia Competition COVID-19 COVID-19 pandemic crisis management Digital technology Hospitality industry Hotels Hotels & motels Management of crises Pandemics Prices Public health SOCIAL SCIENCES, INTERDISCIPLINARY Strategic planning Tactics
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Title	Adaptation Strategies of the Colombian Hotel Industry During the Pandemic
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Volume	43
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