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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| The COVID-19 pandemic drastically impacted Malaysia’s tourism industry, causing widespread challenges for businesses. This study examines the effects of travel bans, Movement Control Orders (MCOs), and safety protocols on the performance of tourism businesses in the post COVID-19 era. The objective is to assess the role of digital transformation, domestic tourism, and financial relief on business recovery. A quantitative cross-sectional design was employed, utilizing structured questionnaires to gather data from a representative sample of tourism business operators. Data were analyzed using SPSS to identify patterns, correlations, and the overall impact of these variables on business performance. The results show that while safety protocols initially hindered operations, they later restored traveler confidence, leading to improved business outcomes. However, the implementation of digital transformation faced several challenges, negatively affecting performance. A shift towards domestic tourism provided a steady revenue stream during international travel restrictions, and financial relief played a crucial role in sustaining business operations and aiding recovery. |
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