M.R. Dileep, Joshu Ajoon and Bipithalal Balakrishnan Nair
The tourism sector’s fragility lends significance to mental health and wellbeing, especially amongst workers in the hotel and tourism sectors. However, stakeholders’ subjective…
Abstract
Purpose
The tourism sector’s fragility lends significance to mental health and wellbeing, especially amongst workers in the hotel and tourism sectors. However, stakeholders’ subjective wellbeing and mental health in these sectors due to the coronavirus disease 2019 (COVID-19) pandemic remain under-researched, especially for destinations with unique selling propositions (USPs). Thus, this study investigates the effects of the worldwide COVID-19 pandemic on various stakeholders in Kerala, India. In particular, the authors assess the mental health and welfare of those involved in the tourism sector with an eye on how the COVID-19 pandemic has influenced the field’s psychological and technical developments.
Design/methodology/approach
This study employs an ethnographic approach to understanding the idiosyncratic experiences of stakeholders using in-depth interviews (n = 68), focus group interviews (n = 3) and participant observation for 14 months. Reflexive thematic analysis was used to analyse the data.
Findings
The findings reveal the shifting perceptions in the tourism sector’s workforce by detailing various societal, technical and physical transformations, especially amongst the younger generations. The resultant psychological mapping generates a framework of the emotional perspectives of stakeholders during each stage of the pandemic. This study also highlights the urgency of crisis-management training for the workforce.
Originality/value
The COVID-19 pandemic has affected all spheres of global business, resulting in unprecedented challenges in both personal and professional life. The sector’s fragility lends significance to mental health and wellbeing, especially amongst workers in the hotel and tourism sectors. However, the subjective wellbeing and mental health of stakeholders in these sectors due to the COVID-19 pandemic remain under-researched, especially for the developing destinations with USPs.
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Keywords
Bipithalal Balakrishnan Nair, M.R. Dileep and Sandeep K. Walia
This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of…
Abstract
Purpose
This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of future university marketing changes to address this vital and urgent concern.
Design/methodology/approach
This study deployed an explorative qualitative design and data collected through interviews (n, 20) with prospective international students.
Findings
The study identified four main themes: mode of class operation, that is, the balance between online/offline/hybrid modes of course delivery; enhanced level of flexibility in terms of both visa regulations and financial aid; strategic use of social media and virtual tools to connect with and impress the international student community; and evidence of digitalization and experiential learning.
Practical implications
This study has many theoretical and managerial implications. As international students perceive COVID-19 as an under-researched theme in the higher education market, the study’s outcome helps understand the grey areas of expectation versus reality in higher education marketing.
Originality/value
This research offers a new perspective from the demand side on higher education marketing strategies amid COVID-19.