Navigating turbulence: the resilient journey of RZ Aviation in the face of global challenges

• Main Authors: Suib, Fatin Husna, Sharmin, Tamanna, Afruza, Akter Miss, Mohd Dzulkifli, Nur Nasreen, Md Zahirul, Islam, Mohd Nazri, Farahana
• Format: Article
• Language: English
• Published: IIUM Press 2024
• Subjects: G156.5.S87 Sustainable tourism
• Online Access: http://irep.iium.edu.my/113536/1/113536_Navigating%20turbulence.pdf; http://irep.iium.edu.my/113536/; https://journals.iium.edu.my/ijcsm/index.php/jcsm/article/view/251

The travel and tourism industry, a vital global economic component, historically showcases resilience against various challenges. However, the COVID-19 pandemic introduced unprecedented disruptions, significantly affecting small and medium enterprises (SMEs) like RZ Aviation. Based in Dhaka, Bangladesh, this travel agency faced severe impacts from travel restrictions and economic downturns. This paper presents a case study on how RZ Aviation navigated these turbulent times through strategic resilience and adaptability, focusing on maintaining customer trust and loyalty and implementing digital transformation for future growth. The study explores the founder, Mrs. Tamanna Sharmin’s insights through an in-depth interview on overcoming operational halts and financial strains such as continuous office rent payments without active business revenue. Amidst adversity, the company leveraged digital technologies to sustain operations and explore new service avenues, emphasizing digital transformation's role in modern business strategies. Mrs. Sharmin's commitment to strong client relationships during the crisis helped preserve customer loyalty, crucial for SMEs facing large, impersonal competition. Additionally, the case study highlights RZ Aviation's dedication to corporate social responsibility (CSR) and ethical practices, planning and implementing social initiatives even during the crisis. This commitment not only enhances corporate reputation but also strengthens stakeholder relationships, contributing to long-term business sustainability. This analysis of RZ Aviation’s response to the pandemic illustrates the adaptability potential of SMEs in the travel sector, providing a resilience and strategic foresight blueprint for other enterprises facing similar threats.