“…Several studies considered general crisis management during the COVID-19 pandemic ( Lai & Wong, 2020 ; Smart, Ma, Qu, & Ding, 2021 ), and some targeted specific areas of management such as safety leadership ( Zhang, Xie, et al, 2020 ; Zhang, Zhang, & Liu, 2020 ), safety performance management ( Kim, Kim, & Lee, 2021 ), business model innovation ( Breier et al, 2021 )), corporate social responsibility marketing ( Zhang et al, 2021 ), human resource management ( Agarwal, 2021 ), revenue management ( Guillet & Chu, 2021 ), “untact” hospitality adoption ( Ghaderi, Butler, & Béal, 2022 ), and corporate narrative strategies ( Im, Kim, & Miao, 2021 ). Due to their small size and great flexibility in the face of threats ( Eggers, 2020 ), micro, small, and medium hospitality enterprises (MSMEs) adapt to a crisis by mobilizing resources, revisiting business models, introducing new creative approaches (transforming-reconfiguring), and nurturing dynamic capabilities, thus obtaining sustainable development ( Alonso et al, 2022 ). Their resilient practices during COVID-19 also included hygiene concerns, increased promotions through social media, innovative marketing practices, reduced operating costs, and employee training ( Burhan et al, 2021 ).…”