RESILIENCE OF TOURISM ENTERPRISES AND MECHANISM UNDER THE IMPACT OF COVID-19: A CASE STUDY OF CTRIP

Abstract

There is no doubt that all industries have been greatly affected by the pandemic. Tourism has been particularly hard hit. In the process of tourism, natural disasters, epidemics, terrorist events, political instability and so on may lead to the occurrence or even termination of tourism accidents. At the same time, the world's economy, culture and politics have also been greatly affected and far-reaching. According to Pforr（Pforr, C. (2009)), the tourism industry, and hotels in particular, is vulnerable to various crises and/or disasters. Examples of crises and/or disasters include economic crises, terrorism and political turmoil, disease outbreaks, and natural disasters, such as floods, hurricanes, and earthquakes (Okumus, F.; Altinay, M.; Arasli, H. (2005)). Potential tourists may cancel their trips to a specific destination that has been hit by a crisis/disaster, which will in turn negatively affect the destination economy (Hajibaba, H.; Gretzel, U.(2015)). Breitsohl and Garrod (Breitsohl, J.(2016)) have reported that crises and disasters consistently have always had negative effects on the hospitality and tourism industry. In such an emergency situation as the impact of the pandemic, the avoidance and control measures adopted by countries have really affected the endurance and improvement of cooking, transportation, tourism and different industries. More and more organizations are fighting the pandemic by either taking time to turn takeout into delivery, relying on existing assets to turn products into money, or opening web-based channels to capture traffic and wait for recovery. This paper takes Ctrip as an example to sort out and summarize the company's cultural system and development precipitation before the epidemic, as well as its behavioral measures and restoration and innovation in the process of fighting against the epidemic. And through the interview, observation, internal and external data combined with the leadership action of the company., CTRIP is very resilient, actively try bold innovation, in order to promote tourism recovery as soon as possible. The analysis and discussion of CTRIP is also a record and reflection on the development of China's tourism industry.