NAVIGATING TURBULENT WATERS: EVALUATING THE CRISIS MANAGEMENT STRATEGIES OF TRAVEL AGENCIES IN MPUMALANGA

The COVID-19 pandemic decreased tourism-related business by 49.2%, hence, travel agencies needed to develop crisis management strategies to remain operational post-crisis events. The aim of this study is to evaluate crisis management strategies adopted by travel agencies during the COVID-19 pandemic in the Mpumalanga province, South Africa. A quantitative study was conducted by using Survey Monkey, which was distributed to 121 respondents who are working for travel agencies. The results revealed that 41% of travel agencies constantly monitor any signs and problems that may provide insights into any crisis, and 31% indicated that sharing of crisis management information with workers is essential. About 53% prioritise tourists and staff members, by allowing staff to work remotely and tourists to postpone their bookings without penalties. Only 51% of travel agencies indicated the importance of effective coordination with government institutions in the province of Mpumalanga. The travel and tourism sector should consider the significance of “evaluation” to increase effectiveness of the crisis management process. Future studies need to incorporate the 5IR on human interaction for business during the crisis management process.