Crisis management strategies implemented by thermal hotels during the coronavirus pandemic (Covid-19): The case of Afyonkarahisar

The Covid-19 pandemic, which has caused a major global crisis, has significantly impacted the tourism sector. As the pandemic spread worldwide, the rise in cases and deaths instilled fear and anxiety in individuals. Throughout history, many epidemics have occurred, and the recurrence of such events indicates that countries often fall short in crisis management. Measures such as curfews, travel restrictions, isolation, and the use of personal protective equipment (such as disinfectants and masks) were implemented during the Covid-19 pandemic to mitigate extreme risks. However, these measures also introduced social, cultural, and economic challenges. The tourism sector, in particular, faced severe difficulties during this period. In this context, the measures taken by thermal hotel businesses and their crisis management strategies play a crucial role in setting an example for other businesses. Investigating the existence of emergency action plans and understanding the crisis management strategies of thermal hotel businesses are critical for assessing how these businesses have managed the pandemic. The research sample includes managers from three, four, and five-star hotels in Afyonkarahisar province. 03.04.2023-31.05.2023, interviews were conducted with 29 senior hotel managers and department heads. The study employed maximum variation sampling and semi-structured interview techniques. Themes and codes were developed based on the interviews. The study results revealed that thermal hotel businesses were adversely affected by the Covid-19 outbreak, with many businesses closing during this period and employees receiving work allowances. It was also found that there were no effective crisis management strategies or action plans in place, and there were deficiencies in advertising and promotional activities. These findings highlight the need for thermal hotel businesses to develop robust crisis management strategies and to prepare for potential future crises. The absence of effective crisis management strategies threatens the sustainability of thermal hotel businesses. Therefore, it is essential for these businesses to establish comprehensive emergency action plans to respond more effectively to crises. Key Words: Crisis Management, Covid-19, Afyonkarahisar.