Thailand’s COVID-19 Crisis Management and Resilience: Wellness SMEs

Conference: The Asian Conference on Business & Public Policy (ACBPP2021)
Title: Thailand’s COVID-19 Crisis Management and Resilience: Wellness SMEs
Stream: Business Administration and Business Economics; Marketing; Accounting
Presentation Type: Live-Stream Presentation
Surada Chundasutathanakul, University of the Thai Chamber of Commerce, Thailand
Suthawan Chirapanda, University of the Thai Chamber of Commerce, Thailand


The research aims to explain COVID-19 crisis management and resilience in wellness business sector in Thailand. The country has been dealing with the pandemic since late 2019 and the virus has spread in various time span, or waves through 2019-2021 where the government has Implemented many policies and measures to relieve the pandemic situation. The main problem, apart from the pandemic itself, is lack of cooperation in information sharing between responsible organizations as they sometimes compete against each other to get public recognition. That worsens both the pandemic control and people’s trust in government. Another problem is that the policies, such as closing various places and financial aid measures, that have been issued for relieving the situations are ineffective. That shows that policy makers and those affected from the pandemic and the policies are not in the same page and the business sector that is most affected is wellness business, namely massage parlors, spas, hair salon and gyms because they are the first to be closed and the last to be reopened. The research is qualitative by nature and it uses in-depth interviews and focus groups with relevant government and private agencies. It uses social capital, social network and resource-based theories to comprehend the phenomena and explain how Thailand copes with the COVID-19 in the matter of crisis management and resilience for wellness business.

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