Building creative skills and innovative behaviors of hotel employees during post COVID-19 recovery. A case study of Phuket
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Abstract
Although Thailand has fully re-opened, the hotel businesses in Phuket still need to be adjusted amidst increasing competition. This is because revenue from the number of tourists arriving is not higher than prior to the crisis. Confronted with problems based on the uncertainty from external conditions and the high cost of energy, hotel businesses must focus on creative skills and innovative behaviors so that they can adapt and deal with opportunities and challenges under uncertainty. Based on qualitative research involving in-depth interviews with 19 entrepreneurs and hotel managers in Phuket, this study found that the creative skills of business entrepreneurs include motivation and communication skills. Amongst hotel employees, multitasking and digital skills are the most important competences. Being alert and developing resilience is considered as important innovative behavior for those working in the hotel business during the post-COVID-19 recovery period.
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