The COVID-19 crisis has created serious and complex challenges for the hospitality industry. A body of literature has identified crisis management practices in the hotel industry at different phases of the crisis. However, the existing literature mainly includes research on large and leading hotels, and knowledge of crisis management practices for small and medium-sized (SME) hotels, particularly at the recovery stage of the crisis, is limited. This paper explores the post-COVID recovery strategies of 386 SME hotels in the upper northern part of Thailand. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicate that customer relations (CR)-related and service provision (SV)-related strategies significantly affect SME hotel recovery. Meanwhile, cost-saving (CS) and revenue management (RM) strategies do not have a direct effect but are associated with CR and SV in facilitating SME hotel recovery. This paper provides useful information to assist SME hotel owners and managers in managing how to recover from the pandemic.

Creative tourism in Thailand’s rural mountain areas provides new opportunities for local economic development while supporting cultural heritage preservation. This study identifies creative tourist segments using K-means cluster analysis based on survey data collected from 404 Thai visitors to the Pha Chang Noi region in Phayao and Nan provinces. These groups reflect both global trends in creative tourism and specific Thai preferences for festivals and communal experiences. The findings provide insights for the expansion of culturally and sustainable tourism resort approaches to rural Thailand. By understanding tourist motivations, local communities can shape TR offerings to enhance tourist satisfaction by protecting cultural heritage and strengthening local communities. This research provides a deeper meaning for sociodemographic (SD) factors, cultural values, and current travel motivations that shape behavior in rural areas. These insights can help TR planners design initiatives that align with community strengthening, which promotes sustainable engagement. This study contributes SD factors, motivation towards post-pandemic situations, and local cultural contexts that impact TR behavior and provide insights for designing culturally sensitive tourism.