Abstract

Thailand is one of the most famous tourist destinations in ASIA and is also called ‘Land of Smiles’. Thailand is well known and admired for its cuisine, culture, affordable accommodation, and Thai hospitality. Economy of Thailand is heavily dependent on Tourism Industry with increase in foreign tourist 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 the budget hotels are quite 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 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. The research aims to assists budget hotels and its management to provide a safe and secure stay in case of future crisis. This study employed mixed method concept, by combining qualitative and quantitative methods. Data were obtained by two mediums: (a) Quantitative data collection through questionnaires, (b) qualitative data by conducting face-to-face interview with 5 respondents (Managers) through snowball technique.

The results of the study show that it is manager perception, well trained staff, strategy, and planning to combat crisis plays a crucial role in crisis management. Budget hotel should have procedure and protocol along with trained employees in safety and health guidelines.

Keywords: Crisis Management, Budget Hotels, COVID-2019