The Hotel Business Survived In Pandemic, Changing Their Acceptance And Use Of Technology And Modern Marketing Management

Abstract

The objective of this study was twofold: (1) to determine the empirical congruence of the Structural Equation Modeling (SEM) with the data and (2) to explore the causal relationship model between acceptance and use of technology (UTAUT) and modern marketing (4E) adaptation concerning the survival of hotel businesses in Thailand amidst the challenging circumstances of the COVID-19 pandemic. To achieve these goals, a questionnaire-based approach was adopted, gathering responses from a sample of 400 hotel owners in Thailand. Various statistical analyses, including means, percentages, and Path Analysis, were applied to the data. The results, significant at the 0.05 level, demonstrated that the Structural Equation Modeling provided an accurate representation of the hotel survival dynamics. The findings underscored the critical reliance of hotel businesses on the acceptance and use of technology (UTAUT) and marketing adaptations as key drivers for ensuring their survival during the challenging times posed by the COVID-19 pandemic.