Capturing Innovative Business Response in Times of Pandemic

The COVID-19 pandemic urges hospitality and tourism businesses to design innovative responses to rapid competition and challenges. This study begins by finding out how innovation-based collaboration, perceived status certainty, and adaptation to digital technology jointly encourage higher levels of innovative business response to the COVID-19 outbreak under complexity aspects. The findings indicate that adaptation to digital technology, perceived status certainty, and innovation-based collaboration have a strong influence on configuring innovative business responses. This paper provides new insights into how the complexity of human-related, environment-related, and technology-related factors predict the innovative response of business providers in the tourism and hospitality industries.