Marketing Strategy Improvement after COVID-19 towards Hotel Business Success in ASEAN Countries

Abstract

This paper aimed to study 1) marketing strategies towards hotel business success in
ASEAN countries, and 2) the concordance between the strategies and the set of results to the hotels' success.
With the quantitative method, the questionnaire covered 400 samples of 4-star and 5-star hotel operators from
10 ASEAN countries with non-probability and accidental sampling. Then, the data were analyzed with
descriptive statistics for the respondent's information and with the correlation and multiple regression to find
out any concordances between the strategies and the hotels' success.The research indicated that 1) for the
whole of the strategies, Price (X2) (? =0.205, ? < .01) and Promotion (X3) (? =0.517, ? < .05) had a statistically
significant effect on the hotels' success, respectively. The strategies could deal with the inconsistency of
marketing strategies in the regions at 52.1% (R2 =0.521). With the equation, (Y) standard Y was Zy =
0.205Zx2 + 0.517Zx3. 2) For the concordance between the strategies and the set of results to the hotels' success
on increasing income from other channels, Price (X2) (? =0.305, ? < .01) and Promotion (X3) (? =0.617, ? <
.05) had a statistically significant effect on the hotels' success, respectively. For cost reduction and retardation,
Promotion (X3) (? =0.535, ? < .01) and Promotion (X3) (? =0.624, ? < .01) had a statistically significant effect
on the hotels' success, respectively.