INNOVATION MANAGEMENT OF THE HOTEL BUSINESS IN PHUKET TO DEAL WITH THE COVID-19 OMICRON SPECIES EPIDEMIC ISSUE
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Abstract
The study aims to 1) Innovative capital of hotel business in Phuket and 2) study guidelines for setting innovation boundaries of hotel business in Phuket in response to the COVID-19 pandemic crisis. This is a qualitative research using the grouned theory methodology. Using key informants who are hotel managers and a total of 18 service beneficiaries, as well as non-participant observation approaches, data was gathered.
The study's findings revealed that 1) innovation capital is a hotel resource that is critical for business operations during times of the COVID-19 pandemic crisis: 1.1) physical innovation capital, 1.2) human resource innovation capital, 1.3) financial innovation capital, and 2) scope of Innovation is like building a strategy for a hotel business group, which can be divided into 5 aspects: 2.1) new product lines, 2.2) completely new product, 2.3) improvement to existing product, 2.4) cost reduction, and 2.5) product re-positioning.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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