ADAPTIVE STRATEGY OF HOTEL BUSINESS IN THE TOURISM INDUSTRY SECTOR IN NEW NORMAL ERA.

Abstract

          The research article of the study was to study the impact of the outbreak of coronavirus disease 2019 (COVID-19) on hotel management on the adjustment of the hotel business in the tourism industry in the new normal era. And to present the guidelines for adapting the hotel business in the tourism industry in the new normal era. This research is qualitative research. By studying and analyzing information from related documents, including the concept of management adaptation strategies. Operational guidelines of the Ministry of Tourism and the concept of the 20-year national strategy for tourism In-depth interviews with key informants include: A group of 6 senior government executives and a group of 7 hotel executives, totaling 13 people, then analyzed and synthesized the data and presented it descriptively.

          The results of the study found that Strategies for adapting to business survival during the COVID-19 pandemic, organized into three levels of strategy: 1. Organizational strategy is using the principles of business operations with service quality to drive the organization. It requires using the 3Cs: courtesy, communication, and trustworthiness. To respond to feedback from customers' perspectives providing customers with unique services, 2.Business level strategy Focus on differentiation strategy by bringing tourism culture to create competitive strengths in the business by building confidence among customers in matters of health and safety and 3. Operational strategy Develop work within the organization to gain competitive advantage, increase work efficiency and create satisfaction for customers by adhering to the principles of honesty and trustworthiness in providing services, using more technology in management