AU GSB: Vol. 15, No. 1 (June 2022)
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Browsing AU GSB: Vol. 15, No. 1 (June 2022) by Author "Batra, Adarsh"
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ItemManagerial response to hotel guests' review in Bangkok(Bangkok : Assumption University Press, 2022) Liu, Hengyan ; Batra, AdarshThe service industry is hard to measure due to its characteristics which are perishability, intangibility, inseparability and variability so the service industry like the tourism industry highly relies on the guests’ WOM. This research is aiming to help hotel managers in Bangkok investigate what makes a good response. Since the research is limited to the hotel industry in Bangkok. It is a remarkable way to conduct interviews with managers and tourists to gather data with a qualitative approach. The researcher conducted in-depth interviews with three managers and three tourists to collect data. Dueto Covid-19 pandemic regulation,numbers of interviewees are limited; also, some interviews were conducted online by Zoom and Microsoft team. The researcher analyzed data by the classic content analysis technique. The key findings of the research are: first, the speedy managerial response has a positive impact on guests’ opinion; next, response numbers have a positive effect on guests’ WOM; then the manager should concentrate on both positive and negative responses; finally, relevant managerial response affects guest’ points of view. Based on researcher’s findings, managers should be empathy when response to guests’ reviews. Putting them in the guests’ shoes will make it easier to understand what problem guests have faced.
ItemPost COVID-19: the future of hospitality and tourism industry after a shift in travel priorities(Bangkok : Assumption University Press, 2022) Sittipat Luengthada ; Batra, AdarshThis study examined the recovery strategies for tourism businesses to rebuild the business volume after a shift in travel priorities in Thailand. This study was conducted as the qualitative research method. This study employed face-to-face semi-structured interviews to collect data from two managingdirectors, five managers, and three lecturers with a total sample of ten informants at hotels, travel companies, and universities in Bangkok and Samut Prakan province, Thailand from October 12, 2021, to October 20, 2021. The sampling technique was purposive sampling method to select informants for the interview. The constant comparative method was employed for analyzing interview data. The key finding indicated that hygiene and safety are the most critical priorities for tourists to travel again, so tourism businesses need to use hygiene and safety protocols to ensure tourists’ confidence after the COVID-19 outbreak. Also, tourism businesses need to collaborate with the public sector and introduce marketing strategies to stimulate demand in the post-COVID-19 crisis. Furthermore, tourism businesses need to use crisis management strategies to deal with different challenges after the COVID-19 crisis. Lastly, tourism businesses need to adapt businesses strategies along with opportunities arising after the COVID-19 crisis to rebuild the business volume in the post-COVID-19 pandemic.
ItemVandalism problems in tourism: a case study of Bangkok, Thailand(Bangkok : Assumption University Press, 2022) Wang, Shengxi ; Batra, AdarshAs people's economic status improves, travel has gradually became a common thing. But many tourists frequently have vandalismbehavior during their trips. Using Bangkok as a case study, the research objectives proposed this study were to find out the viewsof tourism industry managers on the vandalism behavior exhibited by the tourists; understand various types of vandalism behavior exhibited by the tourists visiting Bangkok City; study the provision of adequate rules and regulations on-site to avoid vandalism behavior andformulate reasonable legislation to improve vandalism behavior. This study used purposive sampling method to select 10 tourism practitioners for interview from 12 Oct to 25 Oct in 2021, which includes 5 managers, 3 tour guides and 2 Bangkok local people and makes analysis through their views on vandalism behaviors. Through the interview, it found that most of the tour guides, managers and local people think tourists' vandalism behavior is bad, comprehensive countermeasures shouldbe made toprevent the recurrence of vandalism behavior. Finally, this study put forward solutions, presents a distributed to tourists with attractions rules printedthe map; teach tour guides on vandalism behavior of related education, and informed touristsin advancesuch as vandalism should be fined and face punishment measures.