Tourism has made a significant contribution to Thailand's economy,
bringing considerable tourism revenue to Thailand every year, and driving the
sustained growth of related industries. This study focused on the factors that
affect the performance of the hotel industry of Chiang Mai in Thailand, taking
De Chai Hotel Group, a local large-scale hotel group, as a case study, and
discussed the impact of COVID-19 on it and its countermeasures. This study also
put forward relevant suggestions as a reference for the hotel industry to
formulate management strategies and future development.
JEL classification numbers: L25, L83.
Keywords: Tourism, Hotel industry, Performance, COVID-19.