The impact of COVID-19 on tourism governance and strategies in the emerging market

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Abstract

In this paper, we have put together an analysis of the impact of COVID-19 on tourism governance and strategies in the emerging market, where the tourism sector has been significantly affected during the pandemic, witnessing a decrease in business revenues and numerous challenges that have also led to a decrease in international visitors. Our research is grounded in the study by Rukiqi (2020) and the research conducted by the Kosovo Tourism Union and the Ministry of Industry, Entrepreneurship and Trade of Kosovo. Prior to the outbreak of the COVID-19 pandemic, tourism in Kosovo was experiencing positive growth. The research carried out during the year 2020 and January 2021, utilized a survey targeting service providers in the tourism sector, encompassing 203 businesses across five tourism sectors. By means of the Chi-square test which we used in this paper, we confirm that COVID-19 in Kosovo has not only been a challenge for the population but has also affected the country’s economy.

Keywords: Management, Pandemic, COVID-19, Economic Impact, Tourism

Authors’ individual contribution: Conceptualization — F.J. and K.O.; Methodology — F.J.; Investigation — F.J.; Resources — F.J. and K.O.; Writing — F.J. and K.O.; Supervision — F.J. and K.O.; Funding Acquisition — F.J. and K.O.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: L10, Z32, Z39

Received: 27.09.2023
Accepted: 24.06.2024
Published online: 26.06.2024

How to cite this paper: Jashari, F., & Osmani, K. (2024). The impact of COVID-19 on tourism governance and strategies in the emerging market. Corporate & Business Strategy Review, 5(3), 72–80. https://doi.org/10.22495/cbsrv5i3art7