Guidelines for Dealing with Changing Consumer Behavior after COVID-19 Crisis of Hotel Business Entrepreneurs in Bangkok and Vicinity
Keywords:
Consumer behavior, Risk perception, Acceptance of innovations, Hotel business entrepreneursAbstract
This research aims to study influences of attitude factors, risk perception, perceived usefulness and acceptance of innovations that affect changing consumer behavior in the post-COVID-19 crisis, and explore guidelines to cope with the said behavior established by hotel business entrepreneurs in Bangkok and vicinity. Highlighting the blended methodology, this research employed an online questionnaire as a tool to collect data from 400 consumers using services provided by the hotels in Bangkok and vicinity. Structural equation modeling (SEM) was performed as the main statistic for data analysis. In terms of the qualitative research on the informants, an in-depth interview form was used for 17 executives of the hotels in Bangkok and vicinity.
The results indicated that that factors in perceived usefulness, risk perception, acceptance of innovations and attitude it has a direct influence on changing consumer behavior in the post-COVID-19 crisis were equal to 0.64, 0.13, 0.12 and 0.11 respectively. The results of checking the causal model consistency of those influences yielded the values of =36.760, df=38, /df=0.937, p-value=0.527, RMSEA=0.000, RMR=0.005, GFI=0.99, AGFI=0.96, NFI= 0.99, IFI=1.00, respectively. They corresponded to the empirical data. In terms of the guidelines to cope with the changing consumer behavior in the post-COVID-19crisis, hotel business entrepreneurs should use modern technology in hotel management, namely automatic systems via online channels, guestroom reservation, asking questions or reporting problems via online chatbot, providing information and advice online, check-in and check-out through the application system. All of them aim to accommodate various needs of consumers.
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