Ms. Chantana at Andaman Heritage: Strategic Recovery in Phuket’s Post-Pandemic Tourism Landscape

Abstract

This case examines the strategic recovery and repositioning of Andaman Heritage Resort, a mid sized independent hotel in Phuket, Thailand, during the post pandemic transformation of the tourism industry. The narrative follows the resort’s general manager, Ms. Chantana, as she navigates a complex environment shaped by uneven tourism demand recovery, labour shortages, rising operating costs, and increasing expectations from guests, regulators, and local communities. While international arrivals gradually return, the resort faces mounting operational pressures, including staffing constraints, deferred maintenance, technology gaps, and intensified competition from branded resorts and alternative accommodation platforms. With limited financial resources and cautious owner expectations, Ms. Chantana must evaluate alternative strategic directions that balance occupancy growth, selective service upgrades, and long term brand positioning. The case highlights the interconnected challenges faced by independent hospitality firms operating in a volatile recovery phase, where strategic choices involve trade offs between short term revenue recovery, operational resilience, stakeholder alignment, and sustainable tourism practices. Students are invited to analyse the strategic tensions surrounding resource allocation, market positioning, and organisational identity as the resort seeks to redefine its role in Phuket’s evolving tourism landscape.