The analysis of studies regarding new normal services in the hotel industry: Approaches for business adaption during COVID-19 situation

Abstract

     During COVID-19 pandemic, there are many researches examining new normal services in the hotel industry. However, the body of knowledge in regard to these topics may be scattered, and there is a lack of further studies for conceptualizing them and obtaining a better understanding of the new normal services in the hotel industry. This research aims to explore COVID-19 related studies to analyze and classify the new normal service practices for a better understanding and appropriate implementations in Thailand’s hotel industry. Major academic databases are used to search for related studies. Contextual and descriptive analyses of data are employed. Based on the findings, there are approximately 56 studies examining the new normal services in the hotel industry. Among them, 78% are studied internationally; 22% are based on Thailand context. With 56 studies, there are several issues being explored such as cleanliness of hotel facilities, employee hygiene, technology-based services, and physical environment of the hotels. Finally, the study has conceptualized them into 4 main topics: cleanliness & hygiene, technology & innovation, physical environment, and food & beverage. The findings are expected to help Thailand’s hotel industry to implement appropriate new normal services to build customer confidence in hotel selections during COVID-19 situation.