THE DIGITAL TRANSFORMATION AND ADAPTATION POLICY OF BUFFET RESTAURANT UNDER PANDEMIC SITUATION

The objectives of this study are: 1) to learn the opinions entrepreneurs regarding adjustment buffet restaurant business in Bangkok under epidemic situation; 2) suggest a guideline for situation. used phenomenological research methodology by collecting data with in-depth interviews using semi-structured from key informants apply descriptive analysis. results showed that most pay more attention cleanliness on-site restaurants and use social media as an additional channel help their grow quickly. Moreover, there are suggestions adaptation TOWS Matrix format, including: Strengths Opportunities strategy (SO) is proactive marketing offering products services via media; Weaknesses (WO) information technology limiting number daily customers; 3) Threats (ST) building consumer confidence quality safety businesses; 4) (WT) online channels create awareness transfer delivery platform.