Abstract:
This paper analyzes the crisis management strategies implemented by Intercontinental Phuket Resort during the COVID-19 pandemic. The study adopts a qualitative case study approach, utilizing Fink’s crisis management model as a conceptual framework to evaluate the effectiveness of the resort’s crisis management strategies during each phase of the pandemic. The data collection methods include interviews, document analysis, and online reviews. The results indicate that the resort’s crisis management strategies were successful in mitigating the impact of the pandemic on its financial performance, brand reputation, and customer satisfaction. Specifically, the study finds that the resort’s flexibility, innovation, and proactive communication with stakeholders contributed to its success in adapting to the changing situation. Moreover, it finds that the resort can employ several key themes of strategies related to resort's responses to the pandemic, including the importance of effective communication, the need for flexibility in policies and procedures, branding through CSR, and the use of technology to enhance operational efficiency and the guest experience in response to potential future pandemics or crises.
