CONCLUSION
There are other interesting additional comments or suggestions of the respondents concerning the factors influencing the hotel selection in Chiang Mai that can confirm that the hotels' price, hygiene and cleanliness, reviews from the previous guests, strict disease control and prevention, as well as location and good services are all the influential factors that aid in their hotel selection.
Thus, it can be concluded that there are several factors influencing tourists’ hotel selection in Chiang Mai during the current COVID-19 situation that hoteliers or entrepreneurs who are interested in this hotel business field can take into consideration for a better understanding of their target group’s demands and for their effective hotel management in the future.
Recommendations
This study shows that all the mentioned factors can influence tourists' hotel selection in Chiang Mai during the COVID-19 situation. Therefore, it is recommended that those hotels should respond to the customers’ demands accordingly for their own competitive advantages. Customers themselves would find a hotel that serves their needs. Hotels should then provide reasonable room prices and still maintain their good standard of qualities. Furthermore, they should consider their location to see whether it is convenient for their customers to go to different places by nearby public transportation. Last but not least, hotels should maintain their social distancing policy and safety and security measures to attract more customers during the current COVID-19 situation and in the future.
