Marketing strategies analysis of Thai hotel during the COVID-19 pandemic situation (case study : Oceanfront Beach Resort and Spa)

Abstract

A crisis is an unexpectedly threatening situation that has an essential impact on business continuity. Natural disasters, terrorist incidents, epidemics, political conflicts, economic fluctuations, and other factors can all have a negative impact on the tourism industry[1]. By occurring of these factors, it can affect to a loss of tourists at any time. Hotel businesses may consider developing new services, repositioning to alternative tourism markets, and reducing costs. However, because each crisis is unique, hotel businesses need to determine proper strategies for the situation. Such an effective strategic management and new marketing strategies, crises can be turned into opportunities to increase the local consumers. During the Covid-19 pandemic, many hotel businesses have had to reconsider their marketing strategies in order to survive after the crisis had happened. In this study was conducted at the five-star Oceanfront Beach Resort and Spa in Phuket, Thailand. The objectives of this study are to determine how hotels are affected by the Covid-19 pandemic and what kind of marketing strategies they manipulated before and after the Covid-19 pandemic.

[1] Finny R., (2021) Marketing Strategies Used by Hospitality Businesses in Times of Crisis of the COVID-19, Vol. 4 No. 1, 121-129