Tourism Business Resilience in Times of Crises. Evidence from Inbound Travel Agencies and COVID-19

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Amasya Üniversitesi Ekonomi Ticaret ve Pazarlama Dergisi
Cilt: 2 Sayı: 2
Tourism Business Resilience in Times of Crises. Evidence from Inbound Travel Agencies and COVID-19

Tourism Business Resilience in Times of Crises. Evidence from Inbound Travel Agencies and COVID-19

Authors : Athina Papageorgiou, Ioulia Poulaki

Pages : 83-98

View : 79 | Download : 220

Publication Date : 2025-11-30

Article Type : Research Paper

Abstract :The aim of this study was to assess the financial impact, analyze the changes in consumer behavior and identify strategies successfully applied by inbound Greek travel agencies to tackle the Covid-19 pandemic crisis, in order to propose certain measures to strengthen the resilience of travel agencies in the post-pandemic tourism environment. Therefore, a primary research was conducted through a questionnaire distributed to individuals working in Greek inbound travel agencies. By the end of the research period, 210 completed questionnaires were collected. The questionnaire provided information about the financial impact, operational difficulties, strategy modifications, changes in consumer behavior and the methods used by travel agencies to deal with the crisis towards recovery and resilience. Collected data were analyzed using SPSS. Findings indicate that inbound travel agencies adopted several strategies to ensure resilience and recovery, mainly by expanding target markets; providing flexible cancellation policies; using quality digital services; and digital marketing. Results contribute to the empirical understanding of the various difficulties that the inbound travel agencies faced during the COVID-19 pandemic crises and highlight the importance of adaptability, teamwork and customer-centric strategies for the recovery of these agencies in the post-pandemic era. Research limitations concerns its geographical and chronological scope. However, it provides evidence of the operational modifications and resilience tactics implemented by inbound tourism travel agencies that may be useful for all types of tourism businesses as resilience strategies in times of crises.
Keywords : COVID-19 pandemisi, turizm, seyahat acenteleri, ekonomik etki, müdahale stratejileri, dayanıklılık, toparlanma

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