Adapting to the New Normal: “Restart Gujarat’s Neo Business in Tourism and Hospitality Industry: Navigating the post-COVID Era

Abstract

Tourism and hospitality industry play an essential role in the Indian economy. There is a significant impact of COVID-19 on India's and Gujarat's tourism and Hospitality Industry. This unexpected outbreak has sharply decreased the contribution of these Industries to India's GDP. The COVID-19 outbreak has affected and changed both industry's lives and increased concerns about its present and future. The study is based on 15 seniorlevel interviews with representatives from the hotel and tourism industries in Gujarat. The main themes that came out of the qualitative investigation were the need for multi-skilling and professional development of the workforce, increased awareness of sanitation, hygiene, and related SOPs, positivity toward industry competitors, media roles, and the need for better crisis preparedness, which were followed by provisions for set reserved funds, the adoption of technology in the future, costs and expense-related aspects, etc. This research also uses Quantitative research methodology. This study includes pre-covid and post-covid of both. Regarding neo-businesses in the tourism and hospitality industry, Gujarat has seen a rise in the adoption of digital technologies. The research critically examined critical themes in the context of the literature's existing arguments and considered the consequences for decision-makers.