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COVID-19 Disruption at Mullaloo Wharf Apartment Hotel: Choosing a Strategic Route to Success

In: Case Based Research in Tourism, Travel, and Hospitality

Author

Listed:
  • Oscar Vorobjovas-Pinta

    (University of Tasmania)

  • Joanna Pearce

    (Edith Cowan University)

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.

Suggested Citation

  • Oscar Vorobjovas-Pinta & Joanna Pearce, 2024. "COVID-19 Disruption at Mullaloo Wharf Apartment Hotel: Choosing a Strategic Route to Success," Springer Books, in: Marianna Sigala & Marcela Fang & Anastasia Yeark & Julia N. Albrecht & Oscar Vorobjovas-Pinta (ed.), Case Based Research in Tourism, Travel, and Hospitality, chapter 0, pages 37-60, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-1891-7_3
    DOI: 10.1007/978-981-97-1891-7_3
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