Main Article Content
This research studies managing strategies of hotel business during the Corona Virus 2019. Disease contributing to the decreases of guests and revenues. The objectives of this research are to study managing means and strategies for sustenance. Data obtained by in-depth interviews of twenty hotel owners who have operated small-medium hotel business at least 5-year. These sampling owners were assumed that they have qualified experience to manage their hotel business in Muang District, Chiangrai Province. Data analysis revealed that the owners had strong prospect in hotel business there, and had “stay-at-home” service concept to be key strategy to manage their hotel. During the pandemic, they used the strategies of lowered wages, lowered prices for attracting guests, emphasized on cleanliness and hygiene, and good services. And, they were aware of customer retention, finding new cliques of guests besides tourists, and providing related services; consequently, many of them began to think about additional jobs or investment to be their sources of revenues.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. Any views and comments in the FEU Academic Review Journal are the authors’ views. The editorial staff have not to agree with those views and it is not considered as the editorial’s responsibility.
2. The responsibility of content and draft check of each article belongs to each author. In case, there is any lawsuit about copyright infringement. It is considered as the authors’ sole responsibility.
3. The article copyright belonging to the authors and the Far Eastern University are copyrighted legally. Republication must be received direct permission from the authors and the Far Eastern University in written form.
Bowonkulpa, B. (2018). Behaviors and Service Marketing Mix Factors Affecting the selection of hotels and resorts for the government agencies in a case study of the western region. In The 2nd Work Integrated Learning National Conference: Employability and Engagement, Walailak University, March 26-27, 2018, at Technology and Innovation Development Laboratory Building, Walailak University. (pp. 178-193). Surat Thani: Walailak University. Retrieved July 14, 2020, from https://drive.google.com/file/d/1fkUuHT8mQAVH4LyfeKU6px15RBV17l7-/view?fbclid=IwAR3AwViJSld4ePLRCgu7FdpRXutISz4DPIILm5g043rqadJ3MTJ2GdaA9zM. [In Thai]
Certo, S. C. & Peter, J. P. (1990). Strategic management: A focus on process. New York: McGraw-Hill.
Chiang Rai Provincial Statistical Office. (2020). Infographic: Tourism. Retrieved July 30, 2020, from http://chiangrai.nso.go.th/index.php?option=com%20_content&view=article&id=318:infogriphic-metadata&catid=87:2011-10-11-07-23-55. [In Thai]
Coulter, M. (2008). Strategic management in action. (4th ed.). New Jersey: Person Education, Inc.
Dess, G. G., Lumpkin, G. T., & Elsner. (2010). Strategic management: Text and cases. New York: McGraw-Hill.
Gulick, H. L. & Urwick F. L. (1937). Papers on the Science of Administration: Notes of the theory of Organization. New York: Institute of Public Administration.
Hax, A. C. & Majluf, N. S. (1996). The strategy concept and process: A pragmatic approach. (2nd ed.). New Jersey: Prentice Hall.
Kalipci, M. B., & Yay, O. (2018). Review of strategic management studies on tourism. Routedge. 28(4), 566-580.
Kasikorn Research Center. (2020). The Economic Crisis Index (KR-ECI) in January 2020 fell the lowest in sex years, The coronavirus epidemic further increased the risk of living in Thai Households. Retrieved August 20, 2020, from https://kasikornresearch.com/th/analysis/k-econ/economy/Pages/KR-ECI_02_2020.aspx. [In Thai]
Phra Maha Sombat Rasarak. (2016). Tourism Marketing Strategies of Tourism Operators in the Eastern Part of the Country, Thailand. SSRU Graduate Studies Journal. 2(2), 122-133. [In Thai]
Porter, E. Michael & Collins, C. James. (2018). HBR’s 10 Must Reads : On Strategy. (Nattaya Sintrakarnpol, Ed. & Tran.). Bangkok: Expernet. (Original work published 2018). [In Thai]
Robbins, S. P. (1993). Organizational behavior. (6th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Sawangmaneewonge, N. (2016). Small and Medium Business Management. Bangkok: Ramkhamhaeng University Press. [In Thai]
Thompson, A., Strickland, A. J. & Gamble, J., (2010). Crafting and Executing Strategy: The Quest for competitive advantage: concepts and cases. New York: McGraw-Hill.
Wheelen, T. L. & Hunger, D. J. (1995). Strategic management and business policy. (5th ed.). New York: Addison Wesley.
Xiao, Q., O’Neill, J. W. & Mattila, A. S. (2011). The role of hotel owners: The influence of Corporate strategies on hotel performance. International Journal of Contemporary Hospitality Management. 24(1), 122-139.