Managing relationships in the Tourism Supply Chain to overcome epidemic outbreaks: The case of COVID-19 and the hospitality industry in Spain

The rapid spatial diffusion of the COVID-19 epidemic outbreak has resulted in the total economic disruption of the Tourism Supply Chain (TSC) causing a significant reduction in revenue and creating liquidity issues for all operators. Firms in TSC are linked to each other in complex patterns, leading one risk to another. The purpose of this article is to understand the role of relationship management between hotel chains and their key TSC agents in order to overcome economic disruptions caused by epidemic outbreaks. Among the main contributions of this article are the identification of governments, tour operators, and competitors as the key relationships to be managed by hospitality firms. In addition, key areas for coordination with these actors are explored. Finally, the objectives of relationship management according to the partner are also addressed.