Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Adaptation Strategies for Thailand Hotel Business during the Coronavirus Disease (Covid-19) Pandemic

Author(s): Pornnapa Thanapotivirat, Tharnupat Jithpakdeepornrat

The aim of the study is to investigate the strategies of hotel business during the COVID-19 outbreak. This research is qualitative and investigates how hotel service companies responded to the COVID-19 outbreak. A multi-case methodology is used, being suitable for studying phenomena occurring during the present COVID-19 situation. The Methodology - Seven cases situated in different areas of Thailand were studied: Chiangmai, Chonburi, Bangkok, Nakorn Ratchasima, Krabi, Phuket, and Prachubkirikhan. The types of business consist of a hostel, a mid-scale, and a luxury hotel. They were registered at Amazing Thailand Safety & Health Administration (SHA), enabling them to be operative during the COVID-19 outbreak. The participants were interviewed from November 2020 to January 2021. The interview format is semi-structured, allowing us to adjust the statement from each participant’s message. The results show that the crisis has significantly changed every participant’s strategy. Hotel businesses could not be fully operative and had to change some of their established customs in preparing food delivery. Moreover, marketing channels have significantly changed, and service innovation is adjusted. Overall, the aim of the new business models is work towards fast reopening.

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