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Rebounding through the pandemic: towards the digitized and digitalized small hospitality business in China

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Published
<mark>Journal publication date</mark>31/08/2021
<mark>Journal</mark>International Journal of Contemporary Hospitality Management
Issue number8
Volume33
Number of pages19
Pages (from-to)2676-2694
Publication StatusPublished
Early online date6/07/21
<mark>Original language</mark>English

Abstract

Purpose
Grappling with the sweeping pandemic, the small hospitality business (SHB), smaller in scale and weaker in risk mitigation, has been seriously affected. The purpose of this study aims to supplement the unrepresented area of SHB in China from the digital perspective by drawing on instrumentalization theory (IT).

Design/methodology/approach
Based on two appropriate and detailed SHB cases, this paper adopted a qualitative approach to understand and conceptualize the focal issue.

Findings
This study identified the factors affecting SHB at operational, managerial and transformational levels amidst the crisis. It further developed a theoretical framework of the SHB rebound matrix, highlighting the importance of digitization and digitalization.

Research limitations/implications
The research theoretically confirmed that SHB is internally, externally and essentially restricted and developed a corresponding rebound matrix. It practically supports SHB’s transformation by making recommendations to unleash the potential of digital business.

Originality/value
This study complements extant descriptive and atheoretical research by focusing on SHB’s underlying digital nature through the lens of IT, providing an evidenced theoretical understanding of SHB’s development amidst and after the pandemic.

Bibliographic note

This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.