Adaptation Strategies of Hotel Business Entreprenuers in Chiang Mai to COVID-19 Situation in 2020

Main Article Content

Priya Paepuang
Bussara Povatong


This research aims to explore the adaptation strategies of COVID-19 pandemic of the hotel entrepreneurs in Chiang Mai. Data was mainly collected 154 hotels categorized into 4 types by Department of Provincial Administration and Online Travel Agency (OTA). Data analysis was conducted through data collecting week-by-week between 1st February to 31st December 2020 and diagramming the relationship of measurements and adaptation indicators.

There are three major findings: first, different location has an effect on the adapting strategies found that all hotel type in Nimmanahaeminda area able to adapt themselves within 4 months. Second, hotel business adaptation also based on hotel target group, by field survey found that hotels in Night Bazaar are hard to survive and some remain open with lower than 3% of occupancy rate. Third, physical appearance of the hotel and location are affected price and the occupancy rate because hotel type 1 or hostel cannot generate full capacity.

The research results contribute to public and private sectors understanding those measures and applying for real estate adaptation and coping with problems with socio-economic change in the present and future for hotel entrepreneur and hotel business.

Article Details

Author Biography

Priya Paepuang, ภาควิชาเคหการ คณะสถาปัตยกรรมศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย

Faculty of Architecture in Real Estate and Housing Development, 2021, Chulalongkorn University, Thailand (Master)

Faculty of Arts in Economics, graduated with International Business Track, 2018, GPA 2.84, Chulalongkorn University, Thailand (Undergrad)


Barrows, Clayton W., & Powers, Tom. (2009). Introduction to the hospitality industry (7th ed.). Hoboken, NJ: John Wiley & Sons.

Barrows, Clayton W., Powers, Tom, & Reynolds, Dennis R. (2011). Introduction to the Hospitality Industry (8thed.). Hoboken, NJ: John Wiley & Sons.

Bartik, A. W., Bertrand, M., Cullen, Z. B., Glaeser, E. L., Luca, M., & Stanton, C. T. (2020). How are small businesses adjusting to COVID-19? Early evidence from a survey. Cambridge, MA: National Bureau of Economic Research.

Bredvold, R., & Skålén, P. (2016). Lifestyle entrepreneurs and their identity construction: A study of the tourism industry. Tourism Management, 56, 96-105.

Chen, Ming-Hsiang, Wu, Kun Lun, Hung-Jen Su. (2014, December). A study of the business cycle of the hotel industry in Taiwan. Tourism Economics, 20(6). Retrieved from Https://

Chung F.L., H. (2009). Structure of marketing decision making and international marketing standardisation strategies. Auckland: Department of Commerce, College of Business, Massey University Auckland Campus.

Duncan, W. Jack, Yeager, Valerie A., Rucks, Andrew C., & Ginter, Peter M. (2011). Surviving organizational disasters. Business Horizons, 54(2), 135-142.

Foster, A. (2005). Adapting to change. Keele, Newcastle: Keele University.

Heilbroner, Robert. (1953). The worldly philosophers: The lives, time and ideas of the great economic thinkers. New York, NY: Touchstone Rockefeller Center.

Heuvel, Van den. (2013, August). Adapting to change:The value of change information and meaning-making Journal of Vocational Behavior, 83(1), 11-21.

Kim, Samuel Seongseop, Chun, Hejin, Lee Heesung. (2006, August). The effects of SARS on the Korean hotel industry and measures to overcome the crisis: A case study of six Korean five-star hotels. Asia Pacific Journal of Tourism Research, 10(4), 369-377.

Kyobe, Michael. (2010). A knowledge management approach to resolving the crisis in the information systems. Journal of Systems and Information Technology, 12(2), 161-173.

Marchant, B., & Mottiar, Z. (2011). Understanding lifestyle entrepreneurs and digging beneath the issue of profits: Profiling surf tourism lifestyle entrepreneurs in Ireland. Tourism Planning & Development, 8(2), 171-183.

Netten, Niels & Someren, Maarten van. (2011). Improving communication in crisis management by evaluating the relevance of messages. Journal of Contingencies and Crisis Management, 19(2), 75-85.

The Office of the National Economic and Social Development Council. (2020). NESDC economic report. Bangkok: Macroeconomic Strategy and Planning Division.

Olsen, Michael D., Sharma, Amit, Echeveste, Inigo, & Tse, Elisa Ching-Yick. (1999). Strategy for hospitality businesses in the developing world. Retrieved from>vol26>iss1

Sawalha, Ihab Hanna, Jraisat, Luai Eid, & Al‐Qudah, Kamal A. M. (2013). Crisis and disaster management in Jordanian hotels: Practices and cultural considerations. Disaster Prevention and Management: An International Journal, 22(3), 210-228.

Wang, Wei-Tsong & Hsiao, Chiao-Pi. (2014, December). The influences of knowledge exchange on organizational c-commerce success and crisis readiness: The case of the crisis of an automobile manufacturing and merchandising group. Decision Support Systems, 68, 1-14.