Approach of Capabilities Development of Hostel Business in New Normal

Abstract

This article aimed to present an approach to developing the capabilities of hostel businesses in the new normal. The research model is qualitative research. The critical informants were 15 hostel business executives, marketing academics, and customers. They were using a purposive sampling method. The research instruments were in-depth interviews and content analysis for data.

The results showed that development guidelines for the capabilities of hostel business in the new normal are as follows: government agencies should encourage and support 1) the hostel business to be ready to adapt to different situations, 2) the hostel business has a backup plan for various situations, visualizing the worst-case scenario. and find a solution to support 3) hostel business to develop service standards and 4) hostel business to have a marketing promotion policy especially promotion and public relations. Hostel business executives should encourage and support 1) using more technology. 2) adding various amenities to be equivalent to a hotel, but customers can pay for services at an economical price. 3) create satisfaction and confidence for customers. There is a policy to improve communication to solve problems for customers. 4) modification of work processes, changing work according to the situation for a business to survive, and saving resources and creating maximum benefits. 5) employees have developed knowledge and set goals to achieve business goals. Make people work in their responsibilities well. 6) Link to business networks by building a business network. There are groups to make changes the hostel business to professional management