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The purpose of this study is to employ the existing theory on crisis management and corporate branding in a service context to explore how tourism businesses in Thailand can recover from the crisis caused by the impact of COVID-19. To manage the impact of COVID-19, the concepts of crisis management from different scholars are integrated, and crisis...
Context in source publication
Context 1
... seen from the tourism industry in Thailand, businesses with a strong brand have various opportunities to mitigate the impacts of the crisis. As can be seen from Figure 2, in the short term, internal branding is a reactive tactic to keep businesses stable, i.e., sustaining businesses with flexible services, preparing all facilities to reopen, and building collaboration among staff [62,63]. It is the crucial process of co-creating the collaboration among staff for surviving during the crisis. ...
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Citations
... As brand management becomes more complex, numerous stakeholders become involved in the brand and corporate identity through digital engagement. In order for this relationship to work between brand and corporate identity, company owners and employees must be involved in its corporate culture (Pongsakornrungsilp et al., 2021). ...
Plain Language Summary
The goal of this study is to look at the problems that small and medium-sized businesses (SMEs) in the tourism industry face and how well they can make and use a plan to deal with a crisis during the COVID-19 pandemic. The main goal of the study is to find out what problems SMEs face and how ready they are to handle emergencies. To get information, in-depth interviews with SMEs in the tourism field were done. The qualitative information from these interviews was later analysed to find similar themes and patterns. The results show that an organization’s crisis management approach is based on a number of factors, and it’s important to understand how they all work together. The results of this study show that SMEs in the tourism business had to deal with a lot of problems because of the pandemic. COVID-19 had a big and long-lasting effect on these businesses, which hurt the way people and companies in the area made a living. Also, the study shows how important it is to think about many different things when making a plan for handling a problem. Two things can be learned from this study. First, it shows how important it is for SMEs in the tourism industry to make crisis management a top priority and come up with plans to lessen the effects of future crises. Second, it shows lawmakers and industry players how they can help SMEs with their recovery efforts and make them stronger. But it’s important to remember that this study has some flaws. The results are based on qualitative data from a small group of small and medium-sized enterprises (SMEs) in the tourism industry, which may not be typical of all SMEs in the field. Also, the study is mostly about the COVID-19 pandemic and may not give a full picture of how other situations work. More research is needed to confirm and expand on these findings and make sure that SMEs in the tourism business have full crisis management plans.
... The Thai hospitality industry, facing challenges, led many hotels in Thailand to temporarily close or implement downsizing strategies, including reducing staff salaries, unpaid leave and layoffs (Pongsakornrungsilp et al., 2021). These strategies have heightened job insecurity among hotel frontline employees who interact directly with guests, especially during the stressful conditions of the pandemic (Sun et al., 2022a). ...
Purpose
The onset of a health crisis has substantially crippled the hotel industry, causing employees' fears of an imminent job loss. This study investigates how hotel employees' perceived job insecurity affects work engagement and psychological withdrawal behavior. Additionally, it explores the mediating role of work engagement between job insecurity and psychological withdrawal behavior, along with examining the moderating effects of employee resilience on the links between job insecurity, work engagement and psychological withdrawal behavior.
Design/methodology/approach
Adopting simple random sampling, a total of 357 completed questionnaires by Thai frontline hotel employees in 36 four- and five-star international hotel chains in Phuket, Thailand, were analyzed. Data analyses were undertaken by SPSS version 25.0 and partial least squares structural equation modeling (PLS-SEM) version 4.0.9.1.
Findings
Results indicate that perceived job insecurity diminishes work engagement and leads to psychological withdrawal behavior. Work engagement is found to partially mediate the connection between job insecurity and psychological withdrawal behavior. Furthermore, employee resilience lessens the impact of job insecurity on work engagement while reinforcing the link between work engagement and psychological withdrawal behavior.
Practical implications
The study findings offer valuable practical implications, illustrating how Thai hospitality firms can cultivate effective talent management practices to develop and enhance employees' skills, engagement and enthusiasm in their work. These practices can assist employees in coping with and managing their perceptions of job insecurity during turbulent times and uncontrollable crises.
Originality/value
This study creates a compelling framework to elucidate the connections among COVID-19-intensified job insecurity, work-related outcomes and personal factors. It introduces a previously underexamined perspective that enriches the authors' theoretical comprehension of how personal resources, like employee resilience, serve as protective factors, shaping employee behavior and performance amidst job insecurity. Moreover, the study advocates for a synthesizing approach, emphasizing the integration of various theoretical perspectives and past literature, particularly when research gaps cannot be sufficiently addressed by a single theory.
... This was due largely to the fact that the tourism industry was responsible for a sizable portion of the country's GDP, and so provided a large number of people with employment opportunities. 3,4 Thailand is a nation whose economy heavily relies on the travel and tourism sector. Thailand's natural beauty in Southeast Asia has earned it the nickname "Land of Smiles." ...
The tourism sector is significant in emerging nations like Thailand. The cost of lodging is a significant component of practically every trip, thus it is important to consider accommodation development while trying to draw in visitors from other nations. The long-stay tourism industry is crucial since longer visitor stays result in more revenue. Following this, other research on long-term lodging of all forms has been conducted, with an emphasis on both the tourist and real estate sectors. The best tourist option in Thailand is long-term travel. As evidenced by the American, European, and Japanese visitors, the target market is tourists from nations with high costs of living, frigid climates, and aging populations. Therefore, it is anticipated that the tourist demographic will change in future, leading to the emergence of the retirement home niche market as a part of long-stay tourism. The characteristics of long-stay tourism in Thailand are examined in this paper, and we assess the theoretical and conceptual framework as an analysis of Thailand's tourism. Examining the current situation of the Thai long-stay tourist business is the initial and main objective of this study. There is currently no perfect answer, but various alternatives from comparable markets in representative nations have been used as examples to subsequently create tourism accommodation in Thailand for long-stay tourism.
... It results in inadequate coordination among the involved parties to form a cohesive ecosystem. A designated agency should facilitate communication and coordination among various stakeholders, including the government, travel agencies, and supporting businesses (Pongsakornrungsilp et al. 2021). Additionally, to foster the growth of the Hajj and Umrah business ecosystems, it is vital to consider implementing a program that separates the management of the Hajj ecosystem and entrusts it to a specialized agency. ...
As the country with the largest market share in the Hajj, Indonesia possesses the innate ability to contribute to the Hajj and Umrah ecosystem. Nevertheless, the management of this ecosystem is not yet optimized. This study aimed to formulate a model for developing Indonesia's commercial Hajj and Umrah ecosystems. The research was conducted from August 2021 to July 2022 at the Directorate General of Hajj and Umrah of the Ministry of Religion and the Head Office of the Hajj Financial Management Agency (BPKH). Interpretative structural modeling (ISM) was utilized to assess this study. The principal institutions or groups involved in constructing a model for developing Indonesia's Hajj and Umrah ecosystems were the DPR RI and the Ministry of Hajj in Saudi Arabia. The major obstacles encountered include the absence of an institution that focuses on optimizing the Hajj and Umrah ecosystems and the unpredictability of the Hajj and Umrah regulations that the Kingdom of Saudi Arabian government governs. Keywords: hajj financial management agency (bpkh), ecosystem, ministry of religion, hajj and umrah, soft system methodology
... The existing literature has mainly relied on descriptive statistics to explore the consequences of COVID-19 [14], which fails to provide a comprehensive understanding of the actual impact. In contrast, our study takes advantage of recent financial statements and economic data to conduct a comprehensive evaluation of the impact of COVID-19 on the performance of tourism firms, utilizing precise accounting variables [28][29][30]. By considering the temporal dimension, our analysis contributes depth and relevance to the examination of COVID-19's impact on the survival and development of tourism enterprises. ...
... In connection with our study, Pongsakornrungsilp et al. [30] previously examined the recovery of tourism businesses in Thailand from the impact of COVID-19 through brand management. However, their work primarily focused on utilizing a brand as a proactive strategy to mitigate crisis effects. ...
This study aims to investigate the factors contributing to the survivability of Thai tourism businesses during the COVID-19 pandemic. In December 2021, a comprehensive survey was conducted among 400 tourism businesses across Thailand, coinciding with the heightening impact of the ongoing COVID-19 crisis. The study explores the perceptions of tourism businesses regarding the impact of COVID-19 and its influence on their chances of survival. To address this issue, the study employs the Lasso and Ridge Cox proportional hazards models. The findings reveal several significant factors. Firstly, businesses located in the Southern region, operating without physical premises and generating a substantial annual net income, face a lower risk of failure. Secondly, implementing strategies that prioritize consistent working hours and regular schedules, and reducing reliance on part-time employees, positively contribute to survival chances. Additionally, governments can effectively monitor high-risk businesses based on entrepreneurs’ perception of failure risk and offer targeted assistance. Moreover, businesses targeting domestic tourists and engaging in import and export activities within their supply chains demonstrate higher survivability rates. The availability of raw materials and entrepreneurs’ anticipation of a longer recovery time also play crucial roles in business survival. Government relief measures, such as tax relief and reduced Social Security Fund contributions, effectively increase the probability of business survival. Finally, timely adaptations and support within the initial period of from six months to a year are essential for building resilience in the face of challenges.
... Pisit POTJANAJARUWIT 364 studied businesses, only 7 aspects are used here-customer relationships, business networks, organizational learning, productivity, technology sourcing, knowledge management, and entrepreneurship orientation. These elements help businesses understand their true competitive advantages and assess how each business stands out in terms of service performance over its competitors, allowing businesses to be able to compete in the market (Pongsakornrungsilp et al., 2021). ...
In recent yeats, technological advancement has become a crucial factor for businesses’ survival. Traditional business
models and processes have been modified and integrated with technology to enable competitive business operations.
Consequently, the internet has taken on an important role in business as it allows access to a large number of users at the same
time, resulting in an ability to compete without limits. This research aimed to study the effect of electronic service (e-service)
quality on the competitive advantages of tourism and hotel businesses in Thailand. Data were collected from 113 marketing
managers of tourism and hotel businesses in Thailand using a questionnaire as the research instrument. Statistical methods used to
analyze the data were Correlation Analysis and Multiple Regression Analysis. The results showed that the reliability and efficiency
of e-services correlate with and have an impact on competitive advantages – in the aspects of customer relationships, business
networks, organizational learning, productivity, technology sourcing, knowledge management, and entrepreneurship orientation –
at a statistically significant level of 0.05. That means business should place importance on the reliability of online service
websites. This is to help service users have more confidence in the accuracy of information and security of private information.
There should also be a reliable security system in place and a focus on providing support to customers through the website.
... Consequently, achieving economic recovery in the services and tourism sectors is particularly challenging. Pongsakornrungsilp et al. [4] added that many tourism businesses had to cease operations. Tourism workers have been extensively affected because they generally did not receive financial compensation after being forced to leave their jobs. ...
The current COVID-19 situation has forced many tourism businesses to close. Tourism workers have suffered chronic stress, discouragement, despair, and failure to find solutions for their businesses, resulting in deteriorating mental health. A psychological capital intervention (PCI) is therefore deemed necessary as it promotes the mental well-being of tourism workers. This article reports the development of a web-based PCI for the mental well-being of tourism workers and an investigation of its effectiveness using a mixed-methods intervention design. A qualitative approach was used to develop the intervention by conducting interview techniques with 20 tourism entrepreneurs. A content analysis was carried out. The intervention was tested through an experimental research design. The sample comprised 600 tourism workers who undertook a web-based PCI. Data on their mental well-being were collected before the intervention and 1 month afterward and analyzed using ANCOVA. The research revealed that 4 themes are needed for the intervention: having a goal, tolerance of difficulties, inspiration from a role model, and the appropriate way of thinking. An effectiveness examination showed that the web-based PCI improves mental well-being scores significantly. In conclusion, this web-based PCI, which focuses on developing strengths, effectively improves the mental well-being of tourism workers facing difficulties during the COVID-19 pandemic.
... Theory and proposition development: a conceptual framework of reputation change during and after a societal crisis Crisis management theory, expectancy violations theory, and signaling theory Crisis management theory "stresses the importance of advance planning and the formulation of a comprehensive program to direct action" in response to a crisis (Henderson, 1999:177), and it can be used to develop an understanding of how firms can navigate difficult situations (Pongsakornrungsilp et al., 2021). Within the crisis management literature, three common phases of crisis management have been identified: precrisis, crisis, and post-crisis phases (Coombs and Laufer, 2018). ...
... While it is costly to do so, the benefits regarding potential customer and employee outcomes of a stronger corporate reputation are considerable (Dögl and Holtbrügge, 2014;Helm, 2013;Nguyen et al., 2013). Alternatively, if a firm's visible CSR response to a societal crisis does not meet its stakeholders' expectations, the firm's managers should consider engaging in a rebranding effort to rehabilitate its reputation (Amujo and Otubanjo, 2012;Pongsakornrungsilp et al., 2021). Second, it is important for any firm that prioritizes its corporate reputation to be prepared to quickly respond to a crisis with appropriate CSR engagement because a quick response, which is difficult to achieve without advance preparation, may have lingering beneficial reputational effects. ...
... • Managers of firms with relatively high precrisis visible CSR engagement should focus on minimizing corporate reputation decline by highlighting their consistent CSR engagement and communicate to stakeholders how the firm's ongoing CSR efforts will help society emerge from the crisis or choose to reallocate or increase some of their CSR spending to temporarily address needs created by the societal crisis and publicize this decision. • Managers of firms that are unable to engage in a strong CSR response to a societal crisis should consider engaging in a rebranding effort to rehabilitate its reputation post-crisis(Amujo and Otubanjo, 2012;Pongsakornrungsilp et al., 2021). ...
While both an “insurance” and “penance” effect of corporate social responsibility (CSR) has been discussed within prior literature, it is unclear how a firm’s CSR engagement in response to a societal crisis such as the COVID-19 pandemic impacts its short-term and long-term corporate reputation. Drawing from case examples of firms’ responses to the recent COVID-19 pandemic and from relevant aspects of crisis management theory, expectancy violations theory, and signaling theory, this paper presents a conceptual framework of corporate reputation change during and after a societal crisis that describes how the direction and speed of a firm’s visible CSR engagement during a societal crisis can change its corporate reputation. Specifically, this paper suggests that firms who exceed stakeholder expectations with lower pre-crisis levels of visible CSR engagement have greater opportunities for increasing their short-term corporate reputations while firms with higher pre-crisis levels of visible CSR engagement are at greater risk for experiencing a decline in their short-term corporate reputations. These changes in short-term corporate reputations are expected to diminish over time, though this depends upon whether firms return to their pre-crisis levels of visible CSR engagement. Finally, building on the case examples and conceptual framework presented, this manuscript concludes with practical guidelines for managers of firms preparing to navigate future societal crises and provides an alternative pathway for both qualitative and quantitative inquiry that has the potential to illuminate important insights for both organizational studies and firms.
... An avid contributor to the country's GDP, Thailand's lucrative tourism industry has managed to firmly establish itself over the past few decades. In Thailand's case, studies have noted the need for rebranding its tourism sector (which lost credibility after COVID-19) and the salience of cooperation in the global tourism network (Huang, 2013;Amujo and Otubanjo, 2012;Pongsakornrungsilp et al., 2021). ...
The purpose of the study is to explore the avenues of cultural diplomacy from a globalist perspective. Cultural diplomacy entails the diffusion of one's own culture, practices and traditions. In cultural diplomacy matters, a state's values, persuasiveness and approachability are fixated upon. Precedents set by cultural norms and practices and opportunities for transnational participation are part and parcel of cultural diplomacy activities. The ethos of a state's cultural diplomacy involves (among other factors) ingredients such as soft power, dispersal of the national culture and the accommodation of foreign elements. I argue that the interconnectivity of cultural diplomacy in a globalized world implies that the 'institutionalization of culture,' an inconspicuous reality, plays a vital role. In accordance to the principles of cultural diplomacy, I attempt to gauge the convergence of youths, nation branding projects and international relations. I propose that cultural diplomacy, in fostering uniform consumption patterns among young consumers all over the globe (regardless of political inclinations, convictions and state affiliations), finds purpose going forward.
... Several vaccines have been Similar to many other countries, Thailand is heavily dependent on tourism as a source of foreign currency and economic growth. Even after COVID-19, when it comes to vacation spots, Thailand has not lost any of its appeal [16,17]. This success may be partly attributed to Thailand's highly developed healthcare delivery system and almost universal health insurance coverage [18]. ...
... Similar to many other countries, Thailand is heavily dependent on tourism as a source of foreign currency and economic growth. Even after COVID-19, when it comes to vacation spots, Thailand has not lost any of its appeal [16,17]. This success may be partly attributed to Thailand's highly developed healthcare delivery system and almost universal health insurance coverage [18]. ...
Background:
Mathematical studies exploring the impact of booster vaccine doses on the recent COVID-19 waves are scarce, leading to ambiguity regarding the significance of booster doses.
Methods:
A mathematical model with seven compartments was used to determine the basic and effective reproduction numbers and the proportion of infected people during the fifth wave of COVID-19. Using the next-generation matrix, we computed the effective reproduction parameter, Rt.
Results:
During the fifth COVID-19 wave, the basic reproductive number in Thailand was calculated to be R0= 1.018691. Analytical analysis of the model revealed both local and global stability of the disease-free equilibrium and the presence of an endemic equilibrium. A dose-dependent decrease in the percentage of infected individuals was observed in the vaccinated population. The simulation results matched the real-world data of the infected patients, establishing the suitability of the model. Furthermore, our analysis suggested that people who had received vaccinations had a better recovery rate and that the death rate was the lowest among those who received the booster dose. The booster dose reduced the effective reproduction number over time, suggesting a vaccine efficacy rate of 0.92.
Conclusion:
Our study employed a rigorous analytical approach to accurately describe the dynamics of the COVID-19 fifth wave in Thailand. Our findings demonstrated that administering a booster dose can significantly increase the vaccine efficacy rate, resulting in a lower effective reproduction number and a reduction in the number of infected individuals. These results have important implications for public health policymaking, as they provide useful information for the more effective forecasting of the pandemic and improving the efficiency of public health interventions. Moreover, our study contributes to the ongoing discourse on the effectiveness of booster doses in mitigating the impact of the COVID-19 pandemic. Essentially, our study suggests that administering a booster dose can substantially reduce the spread of the virus, supporting the case for widespread booster dose campaigns.
