KnE Social Sciences

ISSN: 2518-668X

The latest conference proceedings on humanities, arts and social sciences.

Competitive Strategy of 4-Star Hotels Based on the Entrepreneurial Behavior of VUCA in Makassar City

Published date: Sep 28 2022

Journal Title: KnE Social Sciences

Issue title: 4th International Conference on Education and Social Science Research (ICESRE)

Pages: 1079–1090

DOI: 10.18502/kss.v7i14.12058

Authors:

Ali Muhtasom - muhtasom@gmail.com

Abdu Rahman .

Andri Machmury

Abstract:

Many businesses have been severely impacted by the COVID-19 pandemic, including those in the catering, hotel, and tourism industries. As a result, in addition to posing a threat to public health, COVID-19 has caused economic losses. VUCA must be resilient enough to survive in the current pandemic situation. This study focused on four four-star hotels in Makassar, namely Hotel Gammara, Hotel Citadines, Hotel Mercure, and Hotel Harper Perintis. Questionnaires and interviews were used to collect the data. 138 out of 187 people filled in the questionnaire. Structural equation modeling was used to analyze the data. The findings of this study have implications for researchers, hoteliers, and policymakers, particularly in terms of increasing competitiveness through entrepreneurship development.

Keywords: strategy, entrepreneurship, hotel, VUCA era

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