Abstract

This study aims to investigate the adaptation strategies and factors related to business recovery among medium-sized hotel entrepreneurs in Koh Samui District, Surat Thani Province during the COVID-19 pandemic. The research surveyed 150 participants, and data analysis was performed using statistical techniques such as frequency, percentage, mean, standard deviation, t-test, F-test, One-Way ANOVA, and Chi-Square test. The study found that the majority of hotel entrepreneurs operate independently, with a primary customer base of foreign tourists, and promote their businesses through online advertising. The impact of the pandemic on revenue, occupancy rate, and employment was severe, with a decrease of 81-100%. During the recovery period, hotel business owners recognized the need for adjustment, with operations being the highest priority, followed by marketing, finance, human resources, and customer aspects. Furthermore, hotel type, star rating, and marketing strategies had varying impacts on the adjustments made during the recovery period. The study concludes that the severity of the pandemic's impact is related to the adaptation strategies of medium-sized hotel business owners during the recovery period. Therefore, the findings of this study can provide a guideline for hotel entrepreneurs to manage their businesses effectively during future pandemics.