Crisis Response Strategies of Hotel Business in Bangkok During the COVID-19 Epidemic

Authors

  • ดารณี อาจหาญ คณะมนุษยศาสตร์และการจัดการการท่องเที่ยว ม.กรุงเทพ
  • antidhorn Pooripakdee

Keywords:

crisis response strategies, hotel business, COVID-19 epidemic

Abstract

This qualitative research aims to study crisis response strategies during the COVID-19 epidemic of the 5-star hotels in Bangkok. This research uses the content analysis method and collects data by using document analysis method from academic articles and research on tourism and hotels on issues related to the strategic management approaches during the COVID-19 epidemic of hotel business. It also uses an in-depth interview with revenue manager of six 5-star hotels in Bangkok including 1) Mandarin Oriental, 2) Amari Watergate, 3) Dusit Thani, 4) Waldorf Astoria, 5) Kimpton Maa-Lai, and 6) Hansar. The results show that the strategic management approaches of hotel business according to the cycle of crisis situation are 1) observation period uses saving strategy, 2) critical period uses hibernation strategy and service transformation strategy, and 3) recovery period uses recovery strategy. In addition, the crisis response strategies during the COVID-19 epidemic of the 5-star hotels in Bangkok are 1) re-organization, 2) cost reduction strategy, 3) non-room revenue strategy, 4) new business norms strategy, 5) pricing Strategy, 6) digital marketing strategy, and 7) flexible strategy.

Downloads

Download data is not yet available.

References

กระทรวงการท่องเที่ยวและกีฬา. (2563). สถิตินักท่องเที่ยวชาวต่างชาติที่เดินทางเข้าประเทศไทย เดือนเมษายน ปี 2563. ค้นเมื่อ 31 มีนาคม 2564, จาก https://mots.go.th/more_news_new.php?cid=593

กรมควบคุมโรค. (2564). รายงานสถานการณ์โรคติดเชื้อไวรัสโคโรนา 2019. ฉบับที่ 483. ค้นเมื่อ 30 เมษายน 2564, จาก https://ddc.moph.go.th/viralpneumonia/file/situation/situation-no483-300464.pdf

กองเศรษฐกิจการท่องเที่ยวและกีฬา. (2563). COVID-19 กับผลกระทบต่อการท่องเที่ยวไทย. รายงานภาวะเศรษฐกิจการท่องเที่ยว, 1(4), 25-60.

ศฐิฒฎา ธารารัตนสุวรรณ. (2563). ผลกระทบเชื้อไวรัส COVID-19 ต่อวิกฤตการท่องเที่ยวของประเทศไทย. กรุงเทพฯ : สำนักวิชาการ สำนักงานเลขาธิการวุฒิสภา.

ศูนย์วิจัยกรุงศรี. (2564). ธุรกิจท่องเที่ยวและโรงแรมหลัง COVID-19. ค้นเมื่อ 22 มกราคม 2564, จาก https://www.krungsri.com/th/research/research-intelligence/ri-future-of-tourism-21

ศิริพงศ์ รักใหม่ เยาวภรณ์ เลิศกุลทานนท์ กาญจนา แฮนนอน และกรกช มนตรีสุขศิริกุล. (2560). การจัดการภาวะวิกฤตในธุรกิจโรงแรม.วารสารวิทยาลัยดุสิตธานี, 11(1), 345-354.

สถาบันการบินพลเรือน. (2563). สรุปข้อมูลข่าวสารอุตสาหกรรมการบินของไทย ประจำไตรมาสที่ 1/2563. มกราคาคม – มีนาคม 2563.

Aurora, G-M., Víctor, J., & Rodrigo Martín-Rojas, G-M. (2021). Going beyond the curve: Strategic measures to recover hotel activity in times of COVID-19. International Journal of Hospitality Management, 96(2021), 102928.

Beirman, D. (2003). United States: September 11, 2001 terrorist attack: The impact on American and global tourism. In D. Beirman. (ed.). Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Oxon : CABI Publishing.

Cavlek, N. (2002). Tour operators and destination safety. Journals of Tourism Research, 29(2), 478-496.

Chuangphusri, P. & Buranasing, S. (2011). Conflict Management and Crisis Management. Bangkok: Prince Damrong Rajanuphap Institute. (in Thai).

Chaturvedi, A. (2020). Hoteliers, Industry Bodies Express Concerns About More Hotels Being Requisitioned by Delhi Government. Economictimes. Retrived on June 9, 2021 from https://economicties.indiatimes.com/industry/services/hotels-/-restaurants/hoteliers-industry-bodies-express-concerns-about-more-hotels-being-requisitioned-by-delhi-government/articleshow/76409693.cms?from=mdr

Clemence, S. (2020). Nearly 1,000 New Hotels Are Still Opening During the Pandemic. Why? Bloomberg. Retrieved on June 9, 2021 from https://www.bloomberg.com/news/articles/2020-08-17/why-new-hotels-are-still-opening-during-the-pandemic.

Dhungana, S.,& Magar, A., (2020). Investments Made by Several Hotels Are at Risk Now. The Hymalyantimes. Retrieved on June 9, 2021 from https://thehimalayantimes.com/business/investmentsmade-by-several-hotels-are-at-risk-now/

Economic Intelligence Center. (2020). Thailand after Kovid-19 Part 1: Impact of the economy and Thai labor market. Retrieved on May 9, 2021 from https://www.scb.co.th/th/personal-banking/stories/businessmaker/thailand-after-covid-ep1.html

Faulkner, B. (2001). Towards a framework for tourism disaster management. Tourism Management, 22(2), 135-147.

Fu, Y. (2020). The impact and recovering strategies of the COVID-19 pandemic: Lessons from Taiwan’s hospitality industry. Cogent Social Sciences, 6(1), 1829806.

Fuchs, G., & Reichel, A. (2006). Tourist destination risk perception: the case of Israel. Journal of Hospitality & Leisure Marketing, 14(2), 83-108.

Glaesser, D. (2006). Crisis Management in the Tourism Industry. Oxford : Butterworth-Heinemann.

Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20.

Jiang, Y., & Wen, J., (2020). Effects of COVID-19 on hotel marketing and management: a perspective article. International Journal Contemporary Hospitality Management, 32, 2563–2573.

Johns Hopkins University (2021). Coronavirus COVID-19 Global Cases by the Center for Systems Science and Engineering (CSSE). Retrieved on July 7, 2021 from https://gisanddata.maps.arcgis.com/apps/dashboards/bda7594740fd40299423467b48e9ecf6.

Hao, F., Xiao, Q., & Chon, K. (2020). COVID-19 and China’s hotel industry: Impacts, a disaster management framework, and post-pandemic agenda. International Journal of Hospitality Management 90, 1- 11.

Henderson, J. C., & Ng, A. (2004). Responding to crisis: Severe Acute Respiratory Syndrome (SARS) and Hotels in Singapore. International Journal of Tourism Research, 6(6), 411–419.

Herédia-Colaço, V., & Rodrigues, H. (2021). Hosting in turbulent times: Hoteliers’ perceptions and strategies to recover from the Covid-19 pandemic. International Journal of Hospitality Management, 94(102835), 1-12.

Israeli, A., Mohsin, A., & Kumar, B., (2011). Hospitality crisis management practices: the case of Indian luxury hotels. International Journal of Hospitality Management, 30, 367–374.

Ivan, K. W. L., & Jose, W. C. W. (2020). Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19. International Journal of Contemporary Hospitality Management, 32(10), 3135-3156.

Kimes, S. E. (2020). Coronavirus: How are hotels responding? Retrieved on June 25, 2020 from https://www.sherrikimes.com/post/coronavirus-how-are-hotels-responding-survey-results-march-16-webinar-with-dave-roberts

Lai, I. K. W., & Wong, J. W. C. (2020). Comparing crisis management practices in the hotel industry between initial and pandemic stages of COVID-19. International Journal of Contemporary Hospitality Management, 32(10), 3135-3156.

Lepp, A., & H. Gibson. (2003). Tourist roles, perceived risk and international tourism. Annals of Tourism Research, 90(3), 606-624

Menegaki, A. N. (2020). Hedging feasibility perspectives against the COVID-19 in the international tourism sector. Preprints. (ahead of print) from https://www.preprints.org/manuscript/202004.0536/v1

Mulvihill, T., & Beaumont, E. (2020). From Ayurvedic Video Consultations to Pro Bed-making Tips: How Hotels

Can Help You Survive the Lockdown. Telegraph. Retrieved on June 9, 2021 from https://www.telegraph.co.uk/travel/hotels/articles/pillow-talk-latest-hotel-news-trends-and-openings/

Odysseas, P., Kostakis, H., & Digkas, D. (2021). Crisis management in the Greek hotel industry in response to COVID-19 pandemic. Anatolia, 32(1), 80-92.

Kathleen, F. B. (2017). Crisis communication a casebook approach (5th ed.). New York : Routledge.

Paul, W., & David, R. M. (2020). COVID-19: towards controlling of a pandemic. The lancet, 395, 1015-1018.

Phi, G. (2019). Framing over tourism: a critical news media analysis. Current Issues in Tourism, 23(13), 1–5.

Ritchie, B. (2004). Chaos, crises and disasters: a strategic approach to crisis management in the tourism industry. Tourism Management, 25, 669–683.

Roan, C., & Kelly, M. (2020). COVID-19: Hospitality Sector Forced Closure Response for SMEs. KPMG. Retrieved on June 9, 2021 from https://home.kpmg/au/en/home/insights/2020/03/covid19-coronavirus-hospitality-sector-closure-response-for-sme.html

Rodríguez-Antón, J. M., & Alonso-Almeida, M. M. (2020). COVID-19 impacts and recovery strategies: The case of the hospitality industry in Spain. Sustainability, 12(8599), 1-17.

Singapore Tourism Board. 2003/2004. Forging Ahead. Retrieved on March 2021 from https://www.nas.gov.sg/archivesonline/government_records/Flipviewer/grid_publish/7/784eeb3e-47d8-11e7-9199-0050568939ad-S.103of2004/web/html5/index.html?launchlogo=tablet/GovernmentRecordsbrandingLogo.png&pn=5

Tasci, A. D. A. & Gartner, C. W. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(5), 413-425

TAT Review. (2020). คาดการณ์แนวโน้มสถานการณ์ท่องเที่ยว. Retrieved on May 12, 2021 from https:// www.tatreviewmagazine.com/article/คาดการณ์แนวโน้ม -2020/

Tourism Authority of Thailand. (2016). TAT’s Crisis Management. (Online). Retrieved on May 20, 2021 from https://secretary.mots.go.th/ewtadmin/ewt/tourist/download/article/article_20170505153221.pdf.

Tourism Economic Review. (2563). สถานการณ์การท่องเที่ยวของประเทศไทย ไตรมาส 1/2563. 1(4) ;. กรกฎาคม – กันยายน. https://www.mots.go.th/download/TourismEconomicReport/4-1TourismEconomicVol4.pdf

Tse, A. C. B., So, S., & Sin, L. (2006). Crisis management and recovery: How restaurants in Hong Kong responded to SARS. International Journal of Hospitality Management, 25(1), 3–11.

World Tourism Organization. (2020). COVID-19 Related Travel Restrictions. Madrid: UNWTO. Covid-19 Tourism Recovery Technical Assistance Package. Madrid : UNWTO

Zenker, S., & Kock, F. (2020). The coronavirus pandemic: A critical discussion of a tourism research agenda. Tourism Management, 81, 104164.

Published

16-12-2021

How to Cite

อาจหาญ ด., & Pooripakdee ส. . (2021). Crisis Response Strategies of Hotel Business in Bangkok During the COVID-19 Epidemic . Journal of Accountancy and Management, 13(4), 82–97. Retrieved from https://so02.tci-thaijo.org/index.php/mbs/article/view/250979

Issue

Section

Research Articles