AU GSB: Vol. 15, No. 1 (June 2022)
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Browsing AU GSB: Vol. 15, No. 1 (June 2022) by Subject "COVID-19"
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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.