Adaptation in Technology and Marketing of Hotel Business Survival in Thailand during the Covid-19 Pandemic

Abstract

The study focuses on: determine whether the Structural Equation Modeling (SEM) is consistent with empirical data based on the assumption of congruence, and study the causal relationship model of technological adaptation and modern marketing adaption that affects the survival of small hotel businesses in Thailand during the COVID-19pandemic. The researcher used questionnaires as a tool to aid in the process. The sample group for the study consisted of 400 small hotel operators in Thailand, and the statistics utilized were the number, the mean, the percentage, and the Path Analysis.The results demonstrated that Structural Equation Modeling on hotel business survival was congruent with empirical data at the statistical significance of 0.05. Moreover, the technological adaptation and modern marketing adaption directly related to the survival of a small hotel businesses during the COVID-19crisis.