Hotel owners' perception of tourism in India during the COVID-19 pandemic

Purpose The paper aims to study hotel owners' perception of tourism in the five creative cities of India during the COVID-19 pandemic. Design/methodology/approach Semi-structured, in-depth interviews (N = 30) and participant observation were the methods used for collecting qualitative data. Data was analysed using content analysis. Findings The findings reveal the effect of tourism on the psyche of small and medium enterprise hotel owners. Factors contributing to this anxiety are unpreparedness for the crisis, cash flow problems, failure to be flexible in this crisis, inability to leverage hotel's location and lack of hygiene habits. Research limitations/implications The research illustrated a systemic lack of knowledge and training in the unorganized hotel sector in India which if addressed, could assist the hotel owners and staff in building trust toward tourists and a positive attitude toward the crisis. Originality/value As the study analyses the unorganized hotel sector in the Indian context, it provides useful insights for the Indian Government and hospitality industry to foster trust and positivity in this sector during the COVID-19 pandemic which could significantly contribute to its revival and psychological recovery of its stakeholders.