Light at the end of a very dark tunnel: An examination of the survival and recovery strategies of Iranian tourist accommodation businesses during the Covid-19 pandemic

The COVID-19 pandemic enters year three, with no end in sight. Among hoteliers, small family run businesses have been among the hardest hit. We interview owners of small Iranian Eco-tourism lodges (Ecolodges). Using MAXQDA 2020 software, thematic analysis revealed 10 main themes, condensed into five discussion topics. Stakeholder theory shapes our discussion of findings, revealing roles of internal and external stakeholders. Findings also include the reactive and innovative strategies ecolodges use to stay open and generate cash flow, the importance of stakeholder communications and accessing up-to-date government rules, the value of constant learning, and H.R. practices that assure stakeholders' well-being.