Corporate Culture Transformation for Success in the Hotel and Tourism Industry in Thailand

Abstract

The corporate culture is a construct designed to shape thoughts and work behaviors which fosters unity among individuals within an organization. Changes in corporate culture within the hotel and tourism industry in Thailand stem from various influences, including (1) the spread of COVID-19, (2) industrial tourism workforce shortages, (3) technological advancements, and (4) changes
in customer behaviors, such as sustainability and social and environmental responsibility. In response to these changes, organizations must propel themselves toward success through corporate culture. This includes embracing digital and technological corporate culture adaptability to evolving contexts, acceptance of diversity, social and environmental responsibility, sustainability, and the promotion of innovative thinking in service innovation. It starts with recognizing the necessity and significance of newly established corporate cultures, which impact business success in terms of performance, operational efficiency, and responsiveness to changing customer needs."