ADAPTING TO THE NEW NORMAL: EXPLORING RESILIENCE MEASURES IN THE RESTAURANT INDUSTRY DURING THE COVID-19 PANDEMIC
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Abstract
This empirical study utilized a quantitative approach with a descriptive design to examine the resilience measures implemented by restaurants in response to the COVID-19 pandemic in the Municipality of Ajuy, Iloilo, Philippines. The researchers employed a purposive sampling technique to select 129 restaurant owners or managers who had direct experience with the pandemic's impact on the industry. Data were collected through an online survey questionnaire and analyzed using descriptive statistics. Results indicated that epidemic prevention control was the most prominent resilience measure, followed by government and community support, marketing responses, and management responses. The findings suggest that restaurants in Ajuy are highly adaptive and open to different measures to ensure their survival during the pandemic. The study recommends that restaurants should explore technological innovations and collaborations to enhance their resilience in the future. Overall, this study provides insights into the resilience of the restaurant industry during a crisis, highlighting the importance of implementing various measures to ensure continued operation.
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