Strategy for Increasing Sales Volume of Accommodation Business in Sri-Chang Island after COVID-19 Crisis.
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Abstract
The objectives of this research were to 1) study the decision behavior of accommodation’s choosing in Sri-Chang Island after COVID-19 crisis. 2) study the decision factors of accommodation’s choosing in Sri-Chang Island after COVID-19 crisis. 3) study the management guidelines of the accommodation business in Sri-Chang Island after COVID-19 crisis and 4) determine the strategy for increasing sales volume of accommodation business in Sri-Chang Island after COVID-19 crisis. This research methodology were integrated between qualitative and quantitative research. The data were collected by Interviewing and questionnaires. The research procedure consisted of three steps: Step 1; study information about the decision behavior and decision factors of accommodation’s choosing (quantitative research). Step 2; study management guidelines for accommodation businesses in Sri-Chang Island after COVID-19 crisis (qualitative research). And step 3; determine the strategy for increasing sales volume of accommodation business in Sri-Chang Island after COVID-19 crisis. The steps were as follows. 1) Relationship examination by KMO statistics and Bartlett's Test of Sphericity. 2) Exploratory factor analysis (EFA) 3) Relationship examination among the variables by structural equation modeling (SEM) and 4) Examination of draft strategies by focus group discussion. The results of this research were showed the strategy for increasing sales volume of accommodation business in Sri-Chang Island after COVID-19 crisis in term of “START Model” and the meaning of “S” = Sustainable strengths were making the accommodation's sustainable strengths. “T” = Target customer focus was developing channels to reach target customers. “A” = Administration for Income & Cost were revenue management and reasonable costs. “R” = Relationships between community & business partners were building good relationships with community networks and business partners and “T” = Tangible service needs were creating concrete services that respond to customer needs. This strategy can be applied as management guidelines for accommodation businesses in Sri-Chang Island after COVID-19 crisis.
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