Adaptation strategies for survival of hotel business entrepreneurs in Chiang Mai to COVID-19 situation in 2020

Abstract

This research aims to explore the adaptation strategies for the COVID-19 pandemic by hotel entrepreneurs in Chiang Mai. Data was mainly collected from 154 hotels categorized into 4 types by Department of Provincial Administration and Online Travel Agency (OTA). Data analysis was conducted through data collecting week-by-week from 1st February to 31st December 2020 and the relationship of measurements and adaptation indicators was diagrammed. Moreover, this research interviewed four entrepreneurs of hotel type 2 in two areas including Nimmanahaeminda Road and the Old town. There are three major findings: 1. The target group is different in different locations. For example, the consumer focus group of hotels located in Nimmanahaeminda Road is mainly Thai guests. Its average price trend is positive. 2. The opening and closure of each location reflects adaptation strategies. For example, hotel type 4 located in the Old Town was closed approximately 63 days. 3. Adapting strategies of Chiang Mai's hotel entrepreneurs can be applied in the short-run; however, in the long-run, GPP and GDP can be driven by international travel demand.