ISSN: 2222-6990
Open access
The Movement Control Order (MCO) and travel restrictions enforced to combat the COVID-19 epidemic which have harmed Malaysia's tourist and hospitality industry. Since its emergence in Wuhan, China, it has grown into one of the world's most serious problems. For instance, consider the performance of SMEs in the tourist industry, which has seen a dramatic decline in sales, putting the Visit Malaysia 2020 (VM2020) campaign at danger. Furthermore, cash flow issues, shutdown of operations, layoffs, retrenchment, and weakened businesses' potential for future development were identified as major barriers for SMEs in the tourist industry during this epidemic. Therefore, the goal of this research is to better understand the relationship between stakeholders, CSR, and the performance of small and medium-sized businesses in the tourist industry during the novel COVID-19. This is significant since SMEs account for the majority of existing and new entrants into the tourist sector. To accomplish so, this article used Freeman's stakeholder orientation theory, which includes market orientation (consumer and competitor), employee orientation, and supplier orientation, all of which are influenced by pandemics. We will undertake focused research to investigate how corporate social responsibility (CSR) by Caroll (1991) mediates interactions between stakeholders and SMEs. According to the framework, this analysis could help to boost SMEs tourism in Malaysia during the pandemic and assist managers/owners of SMEs tourism in solving their problems during and after the pandemic. Furthermore, this report emphasised the detrimental influence on Malaysia's tourist and hospitality industries as a result of a catastrophic pandemic disease spreading throughout the world. Despite this, the tourism industry is regarded as the world's fastest-growing economy. Finally, this conceptual analysis will assist the authority in taking further safeguards and determining the appropriate policy to apply in the future. Hence, this framework will contribute valuable evidence for business enterprises in the tourism sector.
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In-Text Citation: (Azhar et al., 2022)
To Cite this Article: Azhar, H. A. H., Koe, W.-L., & Osman, I. (2022). A Framework of Factors Influencing Performance of Small and Medium Enterprises (SMES) in Tourism Industry During Covid19 Pandemic ERA. International Journal of Academic Research in Business and Social Sciences, 12(1), 2244-2256.
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