HOSPITALITY ENTREPRENEURSHIP IN A RESOURCE CONSTRAINED ENVIRONMENT AMID THE COVID-19 PANDEMIC: EVIDENCE FROM GUESTHOUSE OPERATORS
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Gift Donga(1*)
Department of Business Innovation and Entrepreneurship, University of the Fort Hare
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Tendai Chimucheka(2)
Department of Business Innovation and Entrepreneurship, University of the Fort Hare
(*) Corresponding Author
Keywords:
COVID-19 Pandemic, Hospitality Entrepreneurship, Guesthouse Operators
Abstract
This study leverages Complexity Theory to explore the multifaceted experiences of guesthouse operators in Alice, South Africa, during the pandemic. While global perspectives on the pandemic's impact on the hospitality sector are well documented, a notable research gap remains in understanding the localised experiences of guesthouses in marginalised contexts. Guided by an interpretive paradigm, this research employed a qualitative methodology to capture the lived experiences of guest house operators. Semi-structured interviews were conducted with six purposively selected participants, allowing for in-depth insights into the challenges faced and the strategies employed. Thematic analysis of the data revealed key challenges, including revenue losses, staff retrenchments, operational constraints, and limited government support, underscoring the interconnected nature of the economic and social impacts. By situating the experiences of Alice guesthouse operators within a broader South African and global context, this study contributes valuable insights into entrepreneurial resilience in crisis-prone environments.
Keywords: COVID-19 Pandemic; Hospitality Entrepreneurship; Guesthouse Operators
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References
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Neuman, D. (2014). Qualitative research in educational communications and technology: A brief introduction to principles and procedures. Journal of Computing in Higher Education, 26, pp.69-86.
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Pappas, N. (2018). Hotel decision-making during multiple crises: A Complexity theory perspective. Tourism Management, 69, 287-297.
Peters, M., & Kallmuenzer, A. (2018). Entrepreneurial orientation in family firms: The case of the hospitality industry. Current Issues in Tourism, 21(1), 21-40.
Pham, L.D.Q., Coles, T., Ritchie, B.W., & Jwang, J. (2021). Building business resilience to external shocks: Conceptualizing the role of social networks to small tourism and hospitality businesses. Journal of Hospitality and Tourism Management, 48, 210-219. https://doi.org/10.1016/j.jhtm.2021.06.012
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Sucheran, R. (2021). Economic impacts of COVID-19 on guesthouses and B&Bs in South Africa.
Sucheran, R. (2022). The COVID-19 pandemic and guesthouses in South Africa: Economic impacts and recovery measures. Development Southern Africa, 39(1), pp.35-50.
Suvittawat, A. (2023). How Hospitality Entrepreneurs Change Business Practices Under COVID-19 Pandemic: A Case Study of Small and Medium Sized Entrepreneurs at Lower Northeastern Thailand. International Journal of Professional Business Review, 8(7), pp.e01448-e01448.
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Vikash, D. (2021). Impact Of Covid-19 Induced Job Insecurity On Psychological Wellbeing Of Tourism And Hospitality Sector Employees In India. Journal of Social Responsibility, Tourism and Hospitality (JSRTH) ISSN, pp.2799-1016.
Visser, G., & Eastes, N. (2020). Mainstreaming guesthouses: Reflections on the evolution of South Africa’s first alternative tourist accommodation sector. New directions in South African tourism geographies, pp.75-92.
Wannamakok, W. & Yonwikai, W. (2023). The Relationship between Institutional Environments and Thai Hospitality-Oriented Entrepreneurship through the Moderating Role of Educational Support: A Mixed Methods Approach. Administrative Sciences, 13(8), p.188.
World Travel and Tourism Council (WTTC). (2020). Global Economic Impact of COVID-19 on Tourism.
Wu, L.F., Achyldurdyyeva, J., Jou, W.P., Foung, W.T., & Jaw, B.S. (2021). Relief, recovery, and revitalization measures for tourism and hospitality industry during Covid-19 pandemic: case study from Taiwan. Sage Open, 11(3), p.21582440211040805.
Xuza, P.H. (2005). Renewal of small-town economies: the case of Alice, Eastern Cape Province, South Africa. Africa Insight, 35(4), pp.90-96.
Zaring, D. (2020). The Government's Economic Response to the COVID Crisis. Rev. Banking & Fin. L., 40, p.315.
Zenker, S., & Kock, F. (2020). The coronavirus pandemic–A critical discussion of a tourism research agenda. Tourism Management, 81, 104164.
Abhari, S., Jalali, A., Jaafar, M., & Tajaddini, R. (2022). The impact of Covid-19 pandemic on small businesses in tourism and hospitality industry in Malaysia. Journal of Research in Marketing and Entrepreneurship, 24(1), pp.75-91.
Alrawadieh, Z., Altinay, L., Cetin, G., & Şimşek, D. (2021). The interface between hospitality and tourism entrepreneurship, integration and well-being: A study of refugee entrepreneurs. International Journal of Hospitality Management, 97, p.103013.
Ames, H., Glenton, C., & Lewin, S. (2019). Purposive sampling in a qualitative evidence synthesis: A worked example from a synthesis on parental perceptions of vaccination communication. BMC medical research methodology, 19, pp.1-9.
Berbekova, A., Uysal, M., & Assaf, A.G. (2021). A thematic analysis of crisis management in tourism: A theoretical perspective. Tourism Management, 86, p.104342.
Booth, P., Chaperon, S.A., Kennell, J.S., & Morrison, A.M. (2020). Entrepreneurship in island contexts: A systematic review of the tourism and hospitality literature. International Journal of Hospitality Management, 85, p.102438.
Booyens, I., Rogerson, C.M., Rogerson, J.M., & Baum, T. (2022). Covid-19 crisis management responses of small tourism firms in South Africa. Tourism Review International, 26(1), pp.121-137.
Boulton, J. G., Allen, P. M., & Bowman, C. (2015). Embracing complexity: Strategic perspectives for an age of turbulence. Oxford University Press.
Bowen, R., Dowell, D. and Morris, W. (2024). Hospitality SMEs and the circular economy: strategies and practice post-COVID. British Food Journal, 126(1), pp.80-97.
Chapman, C.M., Miller, D.S., & Salley, G. (2021). Social disruption of the tourism and hospitality industries: implications for post-COVID-19 pandemic recovery. Worldwide Hospitality and Tourism Themes, 13(3), pp.312-323.
Creswell, J.W., & Poth, C.N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Cui, Y., & Attard, M. (2024). Psychological well-being and host-guest interactions
Davis, M., 2022. The monster enters: COVID-19, avian flu, and the plagues of capitalism. Verso Books.
Dlomo, T.O. (2021). Tourism as a tool for local economic development in King Sabata Dalindyebo Municipality. University of Johannesburg (South Africa).
Duvendack, M., & Sonne, L. (2021). Responding to the multifaceted COVID-19 crisis: the case of Mumbai, India. Progress in development studies, 21(4), pp.361-379.
El-Said, O.A., Smith, M., Al-Yafaei, Y., & Salam, S.A.A. (2023). From complexity to evolution: Mapping resilience management practices in the hospitality industry during the COVID-19 crisis. International Journal of Hospitality Management, 110, p.103435.
Feenstra, T.M., Mak-van der Vossen, M.C., Schijven, M.P. & van Dijkum, E.J.N. (2023). Digital training resources in the Dutch surgical residency curricula and the perspectives of residents: a thematic analysis of resident interviews. Journal of Surgical Education, 80(3), pp.457-467.
Fu, H., Okumus, F., Wu, K., & Köseoglu, M.A. (2019). The entrepreneurship research in hospitality and tourism. International Journal of Hospitality Management, 78, pp.1-12.
Hlanyane, T.M., & Acheampong, K.O. (2017). Tourism entrepreneurship: the contours of challenges faced by female-owned BnBs and Guesthouses in Mthatha, South Africa. African Journal of Hospitality, Tourism and Leisure, 6(4), pp.1-17.
Iirmdu, T.O., 2022. A chaos theory approach to understanding the impact of the COVID-19 pandemic on tourism
businesses in Plateau State, Nigeria (Doctoral dissertation, Stellenbosch: Stellenbosch University).
Japutra, A., & Situmorang, R. (2021). The repercussions and challenges of COVID-19 in the hotel industry: Potential strategies from a case study of Indonesia. International Journal of Hospitality Management, 95, p.102890.
Kruger, A. (2020). Hotel occupancies collapse to almost zero: Income down nearly 99% for hotels, guest houses, and other rooms for hire. Moneyweb. [Online]. Available at:
https://www.moneyweb.co.za/news/economy/hotel-occupancies-plummet-to-almost-zero/
Kvale, S., & Brinkmann, S. (2015). Interviews. Sage.
Li, Y., Huang, S., & Song, L. (2020). Opportunity and necessity entrepreneurship in the hospitality sector: Examining the institutional environment influences. Tourism Management Perspectives, 34, 100665.
Mohajan, H.K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.
Mzembe, A.N., & Idemudia, U. (2024). External stakeholders and the social enterprise (SE) identity formation in a developing country context: a social exchange perspective. Social Enterprise Journal, 20(1), pp.32-53.
Neuman, D. (2014). Qualitative research in educational communications and technology: A brief introduction to principles and procedures. Journal of Computing in Higher Education, 26, pp.69-86.
Ngumbela, X.G., Khalema, E.N., & Nzimakwe, T.I. (2019). Food insecurity conundrum: A case study of Amathole district in the Eastern Cape province of South Africa. International NGO Journal, 14(3), pp.13-21.
O'Halloran, R. (2024). Hospitality Entrepreneurism: What Are the Possibilities? [Online]. Available at: https://www.hospitalitynet.org/opinion/4121164.html
Omonona, S., Oni, O., & Oluwole, J. (2021). COVID-19 pandemic and the South African township economy: A focus on King Williams Town, Eastern Cape, South Africa. UNIE Business Research, 10(2), pp.370-381.
Pappas, N. (2018). Hotel decision-making during multiple crises: A Complexity theory perspective. Tourism Management, 69, 287-297.
Peters, M., & Kallmuenzer, A. (2018). Entrepreneurial orientation in family firms: The case of the hospitality industry. Current Issues in Tourism, 21(1), 21-40.
Pham, L.D.Q., Coles, T., Ritchie, B.W., & Jwang, J. (2021). Building business resilience to external shocks: Conceptualizing the role of social networks to small tourism and hospitality businesses. Journal of Hospitality and Tourism Management, 48, 210-219. https://doi.org/10.1016/j.jhtm.2021.06.012
Rehman, A.A. & Alharthi, K. (2016). An introduction to research paradigms. International Journal of Educational Investigations, 3(8), pp.51-59.
Ritchie, B. W., & Jiang, Y. (2019). A review of research on tourism risk, crisis, and disaster management: Launching the annals of tourism research curated collection on tourism risk, crisis, and disaster management. Annals of Tourism Research, 79, 102812.
Siqueira, A.C.O., & Honig, B. (2015). Entrepreneurial Ingenuity and Ethics: Inspiring Innovation and Change. In Academy of Management Proceedings (Vol. 2015, No. 1, p. 15270). Briarcliff Manor, NY 10510: Academy of Management.
Sixaba, Z., & Rogerson, C. M. (2023). Tourism, development, and transformation in the Eastern Cape. Development Southern Africa, 40(2), 123-138.
Smith, C. (2018). Tourism contributed 1.5 million jobs and R425.8bn in SA - report. news24. [Online]. Available at: https://www.news24.com/Fin24/tourism-contributed-15-million-jobs-and-r4258bn-in-sa-report-20190329
Statistics South Africa (2020). Impact of COVID-19 on the South African accommodation industry.
Sucheran, R. (2021). Economic impacts of COVID-19 on guesthouses and B&Bs in South Africa.
Sucheran, R. (2022). The COVID-19 pandemic and guesthouses in South Africa: Economic impacts and recovery measures. Development Southern Africa, 39(1), pp.35-50.
Suvittawat, A. (2023). How Hospitality Entrepreneurs Change Business Practices Under COVID-19 Pandemic: A Case Study of Small and Medium Sized Entrepreneurs at Lower Northeastern Thailand. International Journal of Professional Business Review, 8(7), pp.e01448-e01448.
Swain, J. (2018). A hybrid approach to thematic analysis in qualitative research: Using a practical example. Sage research methods.
Tanga, M. & Luggya, S. (2022). Teaching and learning in a South African University: are peer facilitators’ strategies succeeding?. Journal of Academic Ethics, 20(1), pp.3-22.
Usman, F.O., Kess-Momoh, A.J., Ibeh, C.V., Elufioye, A.E., Ilojianya, V.I. & Oyeyemi, O.P. (2024). Entrepreneurial innovations and trends: A global review: Examining emerging trends, challenges, and opportunities in the field of entrepreneurship, with a focus on how technology and globalization are shaping new business ventures. International Journal of Science and Research Archive, 11(1), pp.552-569.
Vikash, D. (2021). Impact Of Covid-19 Induced Job Insecurity On Psychological Wellbeing Of Tourism And Hospitality Sector Employees In India. Journal of Social Responsibility, Tourism and Hospitality (JSRTH) ISSN, pp.2799-1016.
Visser, G., & Eastes, N. (2020). Mainstreaming guesthouses: Reflections on the evolution of South Africa’s first alternative tourist accommodation sector. New directions in South African tourism geographies, pp.75-92.
Wannamakok, W. & Yonwikai, W. (2023). The Relationship between Institutional Environments and Thai Hospitality-Oriented Entrepreneurship through the Moderating Role of Educational Support: A Mixed Methods Approach. Administrative Sciences, 13(8), p.188.
World Travel and Tourism Council (WTTC). (2020). Global Economic Impact of COVID-19 on Tourism.
Wu, L.F., Achyldurdyyeva, J., Jou, W.P., Foung, W.T., & Jaw, B.S. (2021). Relief, recovery, and revitalization measures for tourism and hospitality industry during Covid-19 pandemic: case study from Taiwan. Sage Open, 11(3), p.21582440211040805.
Xuza, P.H. (2005). Renewal of small-town economies: the case of Alice, Eastern Cape Province, South Africa. Africa Insight, 35(4), pp.90-96.
Zaring, D. (2020). The Government's Economic Response to the COVID Crisis. Rev. Banking & Fin. L., 40, p.315.
Zenker, S., & Kock, F. (2020). The coronavirus pandemic–A critical discussion of a tourism research agenda. Tourism Management, 81, 104164.
Published
2025-07-01
How to Cite
Donga, G., & Chimucheka, T. (2025). HOSPITALITY ENTREPRENEURSHIP IN A RESOURCE CONSTRAINED ENVIRONMENT AMID THE COVID-19 PANDEMIC: EVIDENCE FROM GUESTHOUSE OPERATORS. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 805-820. https://doi.org/10.35508/jom.v18i2.20675
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