Crisis management and COVID-19: the case of budget hotels in Muang Chiangmai District

Abstract

Economy of Thailand is heavily dependent on the tourism industry with increase in foreign tourists year by year. The current outbreak of a new coronavirus disease (COVID-19) in Thailand is a crisis for the tourism industry and economy. Due to their characteristics, budget hotels are vulnerable as they are mostly owned by individuals lacking finance, manpower, strategy, or a plan to overcome the crisis. Hence, this study focuses on the budget hotels in Muang Chiangmai District area. The purpose of the research is to understand effects of COVID-19 and develop an approach in crisis management especially for budget hotels. This study employed mixed method concept, by combining qualitative and quantitative methods. The results of the study show that manager perception, well trained staff, strategy, and planning to combat crisis plays a crucial role in crisis management.