ASSESSING THE IMPACT OF COVID-19 ON THE HOSPITALITY INDUSTRY IN GHANA, A STUDY OF EVENT SUPPLIERS IN KUMASI.
ASSESSING THE IMPACT OF COVID-19 ON THE HOSPITALITY INDUSTRY IN GHANA, A STUDY OF EVENT SUPPLIERS IN KUMASI.
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Date
2023-03
Authors
BRIDGET ADOMA AGYEMAN PREMPEH
7201180055
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Abstract
The purpose of this study is to explore the impact of the novel coronavirus pandemic on the revenue of the hospitality industry in Ghana, using event suppliers as a case study. Guided by literature on COVID 19 and its impact of the event management industry data was collected from 10 managers or owners of event supply companies through interviews and analyzed using the thematic content analysis. Based on the analysis, five (5) key findings were identified. This included, the number of engagements or orders to be supplied to events dropped to zero mainly due to the restrictions of covid-19. It was revealed that participants in the study had lost on average GHC 4,300 to GHC 300,000 due to the pandemic as well as losses were mainly as a result of cancellation of events by organizers. The study also revealed that suppliers in the hospitality industry had to cut down prices or charges especially for perishable items. Based on the above findings, it was concluded that the covid-19 pandemic had devastating impacts on the hospitality industry particularly event suppliers. However, with the ease on restrictions most businesses are recovering from its impacts. This is due to the fact that the industry thrives mainly on social gatherings.
Based on the findings, it is recommended that hospitality industry develop robust measures to deal with such unforeseen shocks. Shocks such as the covid-19 pandemic are bound to happen from time to time, the industry players need to come up with safeguards to protect their investments and businesses. There is also the need for adaptation measure to be developed to facilitate quick and easy adaption to ameliorate the impacts on the industry.