The Enhance to Wellness Tourism: The Adaptive on Hotel Business after Covid19 Crisis in Thailand

Abstract

This article aims to study the situation and guidelines for hotel business venturing into the healthcare and wellness industry, as well as to study the opportunities and challenges of the hotel business towards the healthcare industry in Thailand under the circumstances of abnormalities due to the outbreak of the COVID- 19 crisis and changes in the new normal customer behavior. The study focuses on conforming the hotel business to the healthcare industry, since health tourism is the result of a combination of travel, tourism and residency. The main incentive is to maintain or promote health in a health-focused lodging, where proper care will be carried out individually. Available package includes healthcare, beauty, nutrition, diet, rest, meditation and mental exercise. For hotel business to operate under changes, it starts with reassessing the environment of the world (Reassess), reviewing the potential of the business model (Review), defining a new direction for the future business (Redirect), creating a new business model (Reinvent) and reforming the structure, process and culture of the organization (Reform), all in a creative way. Health products and services will be developed to supply the market by using market demand. It is used as the driver to cultivate products and services that meet the needs of consumers in the new normal. As a result, the organization or business can continue to operate and grow under the changes.