Abstract

Coronavirus Disease (Covid-19) pandemic impacts the tourism business dramatically due to social distancing measures, operation termination, and lockdown or international travel suspensions, including city lockdowns and prohibiting people from going out of their dwellings to control the disease pandemic. This academic article aims at studying and proposing the adaptation of tourism service businesses in Koh Samui Island, Surat Thani province, during the Coronavirus disease 
(Covid-19) pandemic. This crisis has affected the tourism business for a long time (since the earlier year 2020.) Therefore all entrepreneurs must adapt their businesses to respond to the changing consumer behaviors. For tourism business adaptation during the Coronavirus disease (Covid-19) pandemic, entrepreneurs should manage as follows: make a preparation plan to cope with various crises, organize training courses to give knowledge to the employees, apply numerous technologies and online platforms for publication, communication, trade, and use innovations for the strategic plan to create uniqueness to the business. For example, the entrepreneurs should design the products or services concordant with the situation and do the promotions differently from the competitors to attract customers, including surveying the consumer's behaviors toward the tourism business to perceive the purchasing or consuming behavioral types of the target customers. Then, the entrepreneurs can bring such results to improve the business styles to meet the consumers' needs efficiently and sustainably in their business performance.