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