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SPA MANAGEMENT AFTER THE COVID-19 PANDEMIC |
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| รหัสดีโอไอ | |
| Creator | Prattana Punnakitikashem |
| Title | SPA MANAGEMENT AFTER THE COVID-19 PANDEMIC |
| Contributor | Nattapan Buavaraporn, Umaporn Wiwatreungdech |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 2 |
| Page no. | 17-40 |
| Keyword | spa management, covid-19, spa, covid-19, pandemic |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The spa industry has been severely affected by the COVID-19 pandemic. Many spa businesses struggled with long-term impact from COVID-19 crisis. Considering as an unexpected circumstance, it is imperative that spa businesses implement the right strategy to survive in this challenging situation. Therefore, this study aims at investigating problems and challenges of spa businesses during the COVID-19 crisis, exploring the opportunities to manage problems of spa using McKinsey's 7-S framework, recommending the preparedness of spas for the post-COVID-19 phase. The McKinsey's 7-S is adopted as the main framework for achieving objectives of this study. Qualitative research approach is adopted as the main research methodology. In order to gain deep understanding and insights, in-depth interviews were conducted for gathering data from two hotel spas in Bangkok and Khon Kaen provinces. Empirical data was analyzed based on McKinsey's 7-S Framework. The findings indicated that hotel spas encountered a dramatic customer loss and the reduced number of staffs. The hotel spas adjusted their marketing strategy to attract more domestic customers and managed insufficient staff with a job rotation in which requiring multitasking skills. In terms of post COVID-19 preparation, the hotel spas need to ensure the staffs' health for hygiene and safety reasons. Additionally, spa businesses should consider recruiting more staffs to meet customer demands in the future. This study provides useful guidance and recommendations for spas businesses to survive the COVID-19 crisis and to prepare for future incidents. |
