Competitive Strategy of 4-Star Hotels Based on the Entrepreneurial Behavior of VUCA in Makassar City

Abstract

Many businesses have been severely impacted by the COVID-19 pandemic, including those in the catering, hotel, and tourism industries. As a result, in addition to posing a threat to public health, COVID-19 has caused economic losses. VUCA must be resilient enough to survive in the current pandemic situation. This study focused on four four-star hotels in Makassar, namely Hotel Gammara, Hotel Citadines, Hotel Mercure, and Hotel Harper Perintis. Questionnaires and interviews were used to collect the data. 138 out of 187 people filled in the questionnaire. Structural equation modeling was used to analyze the data. The findings of this study have implications for researchers, hoteliers, and policymakers, particularly in terms of increasing competitiveness through entrepreneurship development.
 Keywords: strategy, entrepreneurship, hotel, VUCA era

Effectiveness of Teaching and Learning Process Based on Competency Curriculum and Influence on Student Skills Activation: Study on Students of the Makassar Tourism Polytechnic

“…The main objective in the formulation of the strategy is for the company to be able to look objectively at the internal and external conditions of the company so that the company can anticipate changes in the company's external environment, the strength, and strength of the company, the resources that exist in the company, and also see opportunities that have not been utilized by the company in increasing competitiveness [6]. The Makassar Tourism Polytechnic also has the function of holding; tourism expertise education, tourism applied research, community service, academic community development, and environmental relations, as well as administrative management [7].…”