Strategic adaptation of the hotel business in Ubonratchatani

Abstract

The research for creating a future hotel management model. The objectives of this research are: 1. Study problems and obstacles in hotel business management according to the BSC guidelines used as a conceptual framework. 2. Create a future hotel management model through the TOWS Matrix process, structured interviews are used. The data was analyzed through SWOT analysis, which was used to further determine the strategic adaptation strategy of the hotel business in Ubon Ratchathani under the coronavirus crisis. The research found that the budget fund’s management should find external capital and appropriately allocate the reserve funds in the organization. Customers should increase the diversity of customers who use the service and focus on service quality. Internal processes must have clearly defined duties and responsibilities and growth and development training is required at all times for the development of maximum work efficiency and can work in many functions.