Adaptation of local businesses to the new era during the COVID-19 and the Russia-Ukraine war: case of cesme

Abstract

Turkey's economic impact has been severe due to the lack of international tourists and the Covid-19 pandemic. Specifically, the tourist destination cesme has suffered economic fluctuations due to decreased international visitors, the Russia-Ukraine war, and insufficient domestic tourists to fill the gap. The study aims to identify deficiencies that help stakeholders manage tourism development amid Covid-19 and the Russia-Ukraine war. The data were collected through semi-structured interviews (n = 34) with local business owners operating for at least 25 years. The study provides insights into the recent tourism development during the pandemic and presents a high level of resilience among local businesses. The business owners perceive the current pandemic and the Russia-Ukraine war situation differently psychologically. Most resilient business owners look for business opportunities by adapting their business models for long-term survival despite the pandemic and the Russia-Ukraine war affecting international tourism.