COVID-19 Response Strategies for Small Hotel Enterprises: A Case Study of Pattaya City, Thailand


  • Chayapoj Lee-Anant


COVID-19 pandemic, response strategies, small hotel enterprises, Pattaya City, Thailand


One of the industries most affected by the COVID-19 pandemic is tourism, especially in Thailand, where it contributes significantly to the country’s GDP. In Pattaya City, small hotel enterprises are facing major cancellations due to the closure of several supporting industries. This study explores the response strategies employed by these small hotel enterprises to effectively survive during the pandemic. Following a qualitative research approach, semi-structured in-depth interviews were conducted with these enterprises and the results revealed that their key strategies were 1) self-sufficiency, 2) product diversification, 3) price reduction, 4) staff reduction, 5) marketing adaptations, and 6) business cooperation