PROACTIVE VS RESTRAINED BEHAVIOR MANAGEMENT RESPONSE TO THE CRISIS: UNDERSTANDING THE FUTURE MANAGEMENT PERCEPTION

Abstract

Purpose – The purpose of this research was to explore the effect of pandemic development on Generation Z representatives in the sector of Tourism and Hospitality and their perception regarding required actions for ensuring the business success in times of the crisis. The most important fact is reflected in a sample structure, which obtained representatives of Generation Z, who will soon directly influence the business by taking over majority of leading positions. It was interesting to research reactions to the crisis from the perspective of generation who tackled the crisis for the first time in their life. Methodology – The research was conducted in the period June-October 2021, on the basis of the survey in Rijeka. The sampling obtained 122 students of tourism management. Collected data were analyzed on the basis of descriptive statistics and exploratory factor analysis in SPSS. Findings – Results shed light on the influence of the COVID-19 pandemic on the acceptability of responsive and non-responsive management strategies. The research resulted in five factors: Communication strategy, Crisis management strategy, Marketing and financial strategy, Readiness for immediate adaptation to changes and Non-responsive strategy. Contribution – The main contribution is to provide a guideline for developing tourism during the time of the crises, in order to enable a recovery of the economy in wider terms, and tourism in narrow one. The research findings are contributing to a better insight into such behavior, and provide important information for disaster managers, educators, government, and policymakers for adjusting their strategies and management responses to the crisis.