The Impact of Strategic Adaptation on Performance of the Hotel Business During the COVID-19 Pandemic in Southern Thailand
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Abstract
This study aims to investigate the relationship and impact of strategic adaptation on hotel business performance during the COVID-19 pandemic. The data were collected by using questionnaires from 265 executives in Southern Thailand. Statistics used in data analysis include multiple correlation analysis and multiple regression analysis. The results revealed that the strategic adaptation in an aspect of financial risk management, e-service focus, operational focus, and customer focus were significantly correlated and had a positive impact on overall performance. Strategic adaptation methods of the hotel business during the COVID-19 pandemic and future research issues were discussed at the end of the article.
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