COVID-19 disruption at Mullaloo Wharf Apartment Hotel: Choosing a strategic route to success
Author Identifier
Joanna Pearce: https://orcid.org/0000-0002-9260-4842
Document Type
Book Chapter
Publication Title
Case Based Research in Tourism, Travel, and Hospitality: Rethinking Theory and Practice
First Page
37
Last Page
60
Publisher
Springer
School
School of Business and Law
RAS ID
70126
Abstract
This case study introduces and examines three key concepts: (1) apartment hotels, (2) Porter's generic strategies, and (3) apartment hotel's external and internal environments. This is done in the context of the fictional Mullaloo Wharf Apartment Hotel. The case study provides an in-depth understanding on the need to review an organization's strategic position following external disruptions, such as the COVID-19 pandemic. This case study overviews the operational aspects of apartment hotels and compares how they differ from running a traditional hotel. Furthermore, the case study sets the basis for the assessment of Mullaloo Wharf Apartment Hotel's internal and external environments using PESTLE and SWOT analyses. Lastly, the case study illustrates how to develop strategic directions using Porter's generic strategies as a framework.
DOI
10.1007/978-981-97-1891-7_3
Access Rights
subscription content
Comments
Vorobjovas-Pinta, O., & Pearce, J. (2024). COVID-19 disruption at Mullaloo Wharf Apartment Hotel: Choosing a strategic route to success. In M. Sigala, M. Fang, A. Yeark, J. N. Albrecht, & O. Vorobjovas-Pinta (Eds.), Case based research in tourism, travel, and hospitality (pp. 45-60). Springer. https://doi.org/10.1007/978-981-97-1891-7_3