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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.
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