|Projekttitel||Business models Post-Corona|
|Projekttype||Anvendt forskning og udvikling|
|Tema||Business | Turisme|
|Teaser||We seek to explore what changes in business strategy covid-19 might impose on actors within the hospitality sector|
|- Akademi||Erhvervsakademi Dania|
|- Kontaktperson||Henrik Sølvbjerg Pahus
|Projektperiode||01. august 2021 - 01. marts 2023|
The Corona pandemic has struck a significant blow to the global economy. Currently, there are few enterprises that have not been heavily affected by the pandemic, and it poses a significant challenge to the current business model paradigm held throughout several industries. This holds especially true for the hospitality sector, where hotels, airline companies and other operators have seen a dramatic plunge in the number of customers and revenue. The question that remains is how this pandemic has affected, and will continue to effect, the way the hospitality companies operate their business; the latter is what we wish to explore.
The project idea is to investigate the impact caused by the Corona pandemic on the current hospitality market, and how this will shape the markets in years to come. Our basic assumption is that the disruptive nature of the pandemic will challenge current business models, and in that process the underlying business model paradigm that has prevailed for several decades in the hospitality sector. We expect that sustainability and an increased focus on aligning future business models with sustainable goals is to be expected. Thus, a focus on future business models post Corona will also focus on how hospitality companies can work more sustainably in the future.
|- Baggrund og formål||
|- Aktiviteter og handling||
WHAT: Analyzing the hospitality industry post Corona and suggesting new business models.
WHEN: Duration: 1/8 – 2021 to 1/6 – 2022
EXPECTED OUTCOME: To analyze the changes incurred by the Corona virus on the hospitality
sector (Past, present and future). Initially, a thorough analysis of the hospitality sector post Corona
will be conducted in order to understand the prevailing business models within the hospitality sector.
The second step will be an analysis of the current situation in the hospitality sector and the changes
that have occurred a as consequence of the Corona virus. The third, and last step in this part of the
project, will be a forecast on the future business models in the hospitality sector as a consequence
of the expected strategic paradigm shift that has occurred due to the impact of the Corona virus. We
expect, that sustainability and sustainable solutions will have an ever increasing impact on the proposed
business models post Corona. Sustainability is, thus, expected to play a vital role, when trying to predict
viable future business models for actors within the hospitality sector. Our approach to working with
sustainability as a part of business models post Corona will primarily be based on the concept of ” The
Triple Bottom Line”, which encourages companies to focus on people, planet and profit.
WHAT: Developing teaching and learning material on business models post-corona
WHEN: Duration 1/6 – 2022 to 1/12 – 2022
EXPECTED OUTCOME: In this Milestone, we will “translate” the analysis from Milestone 2 into
tangible and workable teaching and learning material for the target group. Focus will be on creating an
understanding of the impacts of the Corona virus on current business models in the hospitality sector,
and how to proactively and innovatively engage in the opportunities offered by the new situation in the
future. The teaching and learning material will focus on mixing the overall understanding of the strategic shift
post Corona with a predominance on hands-on exercises that will enable the target group to apply
the knowledge gained from this project.
WHAT: Dissemination of teaching and learning material to the relevant target groups in each country
through workshops held in the partner countries. The primary target groups for the dissemination of
the learning and teaching materials are DMO’s (destination management offices) and their members,
teachers and educators from Vocational schools and from University Colleges, tourism operators and
WHEN: Duration 1/12 – 2022 to 1/3 – 2023
|- Projektets Metode||
The overall approach in this project is based on the Pragmatic Worldview where the researcher is not committed to one specific philosophy, but rather oriented on problem solving which also translates into the choice of a convergent parallel mixed methods as the preferred research design.
The research design is predominantly convergent parallel mixed methods as both quantitative (surveys from Visit Denmark and other DMO’s) and qualitative (interviews and focus groups with people from the hospitality sector) data are collected and analyzed simultaneously.
In order to determine the past and present situation within the hospitality sector information will be collected from several sources:
Current and future research from “SRH Berlin University of Applied Sciences” with whom we have established a collaboration concerning the overall impact of Covid-19 on the European market.
|- Projektets Forventede Resultater||
The overall outcome of the project will be the production and dissemination of learning and teaching materials (online and offline) on business models post Corona in the hospitality sector in the Nordic/ Baltic countries. These online and offline materials will be used in several ways, and affect the different target groups. The primary target groups for the dissemination of the learning and teaching materials are DMO’s (destination management offices) and their members, teachers and educators from Vocational schools and from University Colleges, tourism operators and tourism agencies. The secondary target groups are Hotels, restaurants and hospitality researchers.
The online outcome will be a web page that can be accessed in the years after the project has been concluded, where members of the target group can use the tools and the analysis created in this project. Likewise a psychical handbook will be printed and distributed to the target group, and also be available in PDF version on the web page.
|- Projektets Forventede Effekt|
|- Medarbejdere||Erhvervsakademi Dania |
Bettina Lyngsdal BaumgartenMaria Lynggaard EhmsenTina KnuthBjörn Marleir SigurjónssonLotte Soelberg KronbækAndrás István Kalacsi
|Partnere||Meet in Reykjavik|
|- Resultatets formidling|
|- Resultaternes værdi|