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All Journal AICS Jurnal Manajemen dan Kewirausahaan
Amit Mehrotra
City University of New York
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The Hotel Strategy during the Pandemic of COVID-19: The Case of Secondary Cities Ringkar Situmorang; Septi Fahmi Choirisa; Amit Mehrotra
Conference Series Vol. 3 No. 2 (2021): International Conference on Global Innovation and Trends in Economy 2021
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/conferenceseries.v3i2.583

Abstract

The pandemic of COVID-19 has given a disaster to the business industry. Many businesses have to concede that they have to suffer financially because of this situation. One of those businesses that suffered is the hotel business. Many hotel companies have to find a strategy to ensure their relationship between the main city (head office) and secondary cities (branch office) working seamlessly to mitigate this crisis. The primary purpose of this study is to investigate how the hotel industry is handling the challenges during pandemic COVID-19 in the secondary cities. This study adopted qualitative research with 12 semi-structured interviews from various hotel managers in multiple cities. The result showed some discrepancies in the interrelationship between the head office and the branch office in secondary cities, creating uncertainties among them. This study contributed to the crisis management literature in hospitality and tourism industry by exploring the challenges from the pandemic of COVID-19 among cities in Indonesia.
HUMAN vs. ROBOT: THE APPLICATION OF SMART TECHNOLOGY IN THE HOTEL INDUSTRY Raditya Nafisa Purnomo Putri; Ringkar Situmorang; Amit Mehrotra
Jurnal Manajemen dan Kewirausahaan Vol. 25 No. 2 (2023): SEPTEMBER 2023
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/jmk.25.2.142-151

Abstract

The current use of robotics, artificial intelligence, and service automation (RAISA) illustrated that innovation developed very quickly and had an enormous impact on how consumers use tourism services. This study aimed to determine how tourism and hospitality employees dealt with the pandemic, particularly when implementing the protocol called physical distance in the new normal era. This study also intended to discover our hospitality industry's readiness to confront a new normal era by applying technology to serve guests. This study conducted semi-structured interviews with 15 stakeholders. The findings indicated that the government and hotel management exploit this occurrence to enhance service quality, explicitly emphasizing hotel consumer comfort and safety. It was posited that the issues associated with the interaction between humans and robots extend beyond budgetary considerations, readiness, and maintenance. A crucial aspect to consider was robots' potential replacement of service uniqueness, particularly in developing countries. Integrating robotics and artificial intelligence (AI) inside the hotel industry may need to reevaluate the hospitality and tourism education curriculum.
Co-Authors Raditya Nafisa Purnomo Putri Ringkar Situmorang Ringkar Situmorang Septi Fahmi Choirisa