Exploring the Impacts of COVID-19 and Strategies for Restaurant Operations in Phuket, Thailand
DOI:
https://doi.org/10.55164/ecbajournal.v17i4.275019Keywords:
COVID-19 impacts, restaurant operations, Phuket, crisis management, thematic analysisAbstract
Amid the COVID-19 pandemic, the global tourism industry, including the renowned tourist destination of Phuket in Southeast Asia, experienced significant challenges. The restaurant sector, being a cornerstone of the local tourism economy, bore a disproportionate impact. This study aims to document the impacts of the pandemic particularly on restaurants and explore their crisis strategies in addressing these challenges. From the interviews of 20 local restaurant owners or managers, the thematic analysis reveals four-dimensional impacts: financial challenges, operational costs, government policies, and human resource management. In response to these challenges, restaurants implemented crisis strategies focusing on financial management, operational cost reduction, new marketing activities, and balancing employees’ expenses and welfare. Furthermore, the study contributes to addressing the limited research on crisis management strategies in the restaurant industry by expanding the dimensions of crisis impacts and supporting existing crisis strategies in the hospitality industry. It also provides practical insights for restaurants in tourist-driven destinations to better respond to future crises, focusing on financial challenges, kitchen operations, online marketing, and customer behaviour shifts. Additionally, it enhances the understanding of crisis management in a tourist-driven economy, particularly relevant to island destinations like Phuket.
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