ENTREPRENEURIAL BRICOLAGE OF SMALL AND MEDIUM SIZED ENTREPRENEURS ECONOMIC IN THE COVID-19 PANDEMIC: A CASE STUDY IN HOSPITALITY OF SMALL AND MEDIUM SIZED ENTREPRENEURS LOWER NORTHEASTERN THAILAND

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Adisak Suvittawat

Abstract

A bricolage by definition is something constructed or created from a diverse range of available things. This quantitative study focuses on the adaption methods of hospitality entrepreneurs during the Covid-19 pandemic. It introduces methods of adaptation for innovative hospitality management used by small and medium size hospitality entrepreneurs in Lower Northeastern Thailand. This study was fundamentally based on the behavioral theory of “entrepreneurial bricolage” which attempts to understand what entrepreneurs do when faced with resource constraints due to the covid-19 pandemic. The theory of entrepreneurial bricolage suggests that the patterns that an entrepreneur adopts with respect to enacting or testing and counteracting limitations will shape the relationship between bricolage activities and firm growth and survival in the crisis. The sample population included 360 individuals with 55% females and 45 % males. The majority of the participants were owners (89%) of small hotels and guesthouses some with restaurants and other hospitality facilities such as spas and coffee shops. The methods discussed in the paper includes: adjustment in investment deferral; adjustment in effective cost reduction; reduce operating costs; management inventory downsizing; concentrate on innovation; negotiating the terms of various contracts; adjustment in getting help from the government and concentrate on activities that generate income for business. In other words, an entrepreneurial bricolage of cost reductions in terms of facilities and personnel, as well as renegotiation with all stake holders including the government, that assisted far less in emerging markets and developing economies (EMDEs) then in European countries.

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