EXPLORING THE RESILIENCE STRATEGIES ADOPTED BY INDEPENDENT HOTELS IN KOTA KINABALU, SABAH: A PROPOSED CONCEPTUAL FRAMEWORK FOR SUSTAINABLE RECOVERY

Abstract

The hospitality industry has once again demonstrated its vulnerability to crises, particularly following the disruptions of the 2020 pandemic. These vulnerabilities vary across hotels depending on factors such as the magnitude of the crisis, ownership and management structure, technology dependence, and operational resilience. While previous studies have emphasised crisis management strategies, most focus on the pre-crisis (preparedness) and response (immediate actions) stages, with limited attention to the post-crisis (recovery) stage, especially among independent hotels. Independent hotels, often characterised by a small ownership structure, typically lack the resources to plan and implement crisis management strategies effectively. Nevertheless, they play a significant role in contributing to the country’s GDP. Although many independent hotels were forced to close, others survived despite the pandemic’s severe impacts. Prior research has identified various survival strategies; however, post-crisis resilience required for long-term sustainability remains underexplored. This study addresses this gap by proposing a conceptual framework to examine the resilience strategies implemented by independent hotels in Kota Kinabalu, Sabah, as they work toward business sustainability in the post-crisis stage, amid rapid technological advancements and evolving guest preferences. The framework integrates dynamic capabilities (sense, seize, and transform) and organisational resilience (absorb, adapt, and recover) to explore how these hotels can achieve sustained performance. A qualitative research design is proposed, using semi-structured interviews with purposively selected participants. Thematic analysis will be employed to identify key patterns in the resilience strategies adopted. The findings are expected to provide practical insights for hotel practitioners, policymakers, and government agencies supporting the resilience and sustainability of the hospitality industry.