IJOMAI Published Article Details

This study explored the survival and rebound strategies pursued by Iloilo City's tourism firms in the face of the COVID-19 pandemic and within the context of a VUCA environment. Taking a concurrent mixed-methods approach, this research integrated descriptive statistics with thematic analysis to map performance trends and strategic responses across nine subsectors of tourism. Observations showed that most firms, particularly mid-sized firms, exhibited operational resilience and maturity by undergoing digital transformation, business diversification, and cost management directed at achieving goals. Strategic responses were classified in a SWOT-based framework by aligning internal capabilities with external challenges. Government responses such as training, grants, and regulation assistance were observed but considered to be reactive and not sufficient for long-term resilience. The study ends with the development of a strategic framework for enhancing tourism MSMEs' crisis-readiness. Findings contribute to tourism resilience literature and offer policy and managerial implications for local government units and tourism stakeholders with operations based on VUCA environments. KEYWORDS: Tourism Resilience, VUCA Environment, Survival Strategies, Recovery Planning, SWOT Analysis, Iloilo City Tourism