AN ANALYSIS OF COMPETITIVE CAPABILITIES AND ACCOMMODATION PERFORMANCE FOR SMALL AND MEDIUMSIZED ACCOMMODATIONS (SMSAs) IN EAST-COAST OF MALAYSIA DURING THE COVID-19 PANDEMIC
The COVID -19 pandemic has posed an unprecedented threat to the hospitality industry. Numerous hospitality firms have been impacted by strategies used to flatten the COVID-19 curve. Hospitality firms are required to significantly alter their operations in the COVID-19 business climate in order to secure industry survival and to mitigate the impact of the pandemic. As a result, this study focuses on small and medium-sized accommodations (SMSAs) on Malaysia’s East Coast, which are particularly hard hit by the pandemic. The study of SMSAs on Malaysia’s East Coast discovered that marketing and human resource management contribute significantly to accommodation performance, while the other two factors have a negligible effect on accommodation performance during this pandemic, as determined by multiple regression analysis.