Abstract:
The aim of this study is to determine what changes wedding vendors had
to make to survive the global COVID-19 pandemic. Specific focus was placed on how
wedding vendor entrepreneurs use creativity, innovation, networking and advertising
as a competitive advantage. Qualitative research was conducted which reflects
individuals’ perspectives, beliefs, attitudes and experiences. Semi-structured interviews
took place electronically through online voice calling due to the global pandemic.
The individual participants, each representing their own business, were
interviewed to gain a better understanding of entrepreneurship in the wedding
industry. It is evident that all the vendors adapted during the global COVID-19
pandemic, and that dealing with future opportunities by linking these to loyalty and
creativity are essential aspects of entrepreneurship in the wedding industry. The
global pandemic proved the importance of how the wedding industry is dynamic
where individuals are required to wear different hats and be flexible, as businesses
were forced to adapt and reposition themselves during and after COVID-19 as
a method of survival. It is recommended that vendors ensure the utilisation of
existing resources and branch off into new avenues—not necessarily entering into
new markets or new industries, but rather focusing on complementary products or
services.
