Adaptation Strategies for The Continued Existence of Small Restaurants during the Covid-19 Situation in Phuket Province

Abstract

The objectives of this research were to study personal factors strategies that support the success of Small Restaurants during the Covid-19 in Phuket, as well as the relationships between independent variable and dependent variable whether it may positively influence. Sample of 382 from small restaurants which came from stratified Random Sampling. Qualified questionnaire was used as research instrument to collect data, Secondary Data was collected for both qualitative and quantitative credible sources to reflect the difficulties and effects experienced by Small Restaurants in Phuket.

The result found that 1) After receiving information from various resources, Entrepreneurs have medium adaptation by improving the quality of services with existence menu to satisfy existence customers in accordance with the Market Penetration Strategy. 2) Due to in the increasing of distribution channels and food delivery led to the increasing of the new customers. 3) In terms of the relationships between the adaptation Strategy and the survival of small restaurants, the research found that Market penetration was highly related to the survival as a result of R= 0.988. Because of the satisfactory in prices and qualities of active customers established prior experience.