Adaptation Guidelines for Survival of Hotel and Resort Business Entrepreneurs in Thailand’s Era of Business Disruption

The objective of this research was to study adaptation guidelines for the survival of hotel and resort entrepreneurs in Thailand’s era of business disruption. The research used qualitative methodology by conducting in-depth interviews with high-performing hotel and resort entrepreneurs in Thailand, 152 establishments for 152 people from selecting specific entrepreneurs according to the specified qualifications. Data collection using open end structured interview guide. Analysis of emphasis and coherence data. The research methodology consisted of 4 steps: (1) study of relevant documents and research reports, (2) data collection and composition, (3) analysis and synthesis of the composition, and (4) appropriate component verification and confirmation stages using connoisseurship based on 9 experts. The research results are showed that that adaptation guidelines for the survival of hotel and resort entrepreneurs in Thailand’s era of business disruption had five key components: (1) demand responsive management; (2) digital business transformation; (3) mindset change; (4) cost-effective resource management; and (5) smart professional entrepreneur with 11 indicators included: (1) determination of effective vision and strategies; (2) determination of appropriate organizational structure and resources; (3) creation of an organizational culture that supports the creation of innovation and services in all dimensions; (4) forms, processes and practices model that facilitate demand responsive management; (5) applications of appropriate digital platforms for services; (6) adaptive leadership team that is committed to becoming a systematic services innovation organization; (7) team had an innovative habit of creating quality work; (8) creating a unique corporate climate and ecosystem; (9) innovative knowledge management and effective learning exchange; (10) adjustment of creative mindset and behavior; and (11) motivating digital learning throughout the organization.