his study examines the impact of the COVID-19 pandemic on the hotel industry in Pak Chong District, in the Province of Nakhon Ratchasima, Thailand. It focuses on how hotel managers assimilated data and derived a collective understanding of the pandemic, how they reframed the pandemic to provide organizational members with a sense of order, and what decisions they made as a result of their understanding of the pandemic that initiated organizational change and brought about learning. The study employs a qualitative phenomenological research method to elicit data from decision-makers at hotel organizations in Pak Chong District. The findings reveal the importance of effective sensemaking in responding to crises such as the COVID-19 pandemic. The study contributes new insights and understanding to the field of leadership and organizational studies and can help to identify best practices for effective crisis management in the hotel industry.
