Stakeholders engagement analysis : a case study of Oceanfront Beach Resort

Abstract

The Thai tourism sector which is a major contributor to Thailand’s economy was strongly affected by the spread of covid-19. Once the sector was impacted by the pandemic restrictions, obviously a decrease in customers was presented. Even though there are the stimulus packages from the government regulators with an intention to boost up the tourism sector and many hotels change their business to be catering or partner with the hospital and turn their business to be a quarantine place. Many hotels still need to reduce their operation or even shut down to secure the cash flow. All stakeholders of hotel businesses were impacted. As the hotel business has been sold the intangible service. Stakeholders would be one of the important factors that need to be considered to gain a competitive in business and to further plan the business strategy (Yilmaz, 2008). According to the stakeholder analysis which develops a framework for identifying the stakeholders of the hotel business, categorizing, and prioritizing the importance of the group of stakeholders. This study going to conduct a case study of the five-star independent hotel in Phuket, Thailand, Oceanfront beach resort and spa. This study aims to determine how Thai hotel business stakeholders were affected by the covid-19 crisis and compare the difference in stakeholder engagement before and after the spread of the pandemic. Categorize the hotel stakeholder by using power – interest grid model. Also, determine a possible stakeholder engagement plan.