| 520 สาระสังเขป |
This qualitative phenomenological study investigated the sensemaking process used by hotel managers in Thailand's Pak Chong District to address COVID-19 challenges. Semi-structured interviews were used with 12 purposively sampled managers. The interview data were analyzed using NVivo software. Sensemaking provided a lens through which the actions of the managers were viewed, from sensing the environment, creating a map of the situation, and acting to change the system to learn from it. As a dynamic and multifaceted process, sensemaking is integral to effective crisis management, allowing managers to interpret and respond to unfolding situations with agility and understanding. The research provided practical insights for managers facing crises and contributed to sensemaking, crisis management, and leadership in the hotel industry. While this study offers valuable insights into the challenges and strategies employed by hotel managers in the specific locale of Pak Chong, its narrow focus on select hotels in this region limits the generalizability of the findings. However, this targeted approach also allows for an in-depth understanding of the issues and approaches relevant to managers operating in the unique context of Pak Chong. The findings from Pak Chong provide a valuable point of comparison to Southern Thailand, which was severely impacted by the reduction in foreign tourists. This comparison opens up potential avenues for future research investigating regional similarities and differences. |