Strategic Implementation of Social Support for Expatriate Management in Thailand's Hospitality Sector

This study explores the strategic implementation of social support enablers to address expatriate turnover and the shortage of skilled labour in Thailand's hospitality industry, particularly in the post-COVID-19 context. By integrating Social Support Theory, Cultural Intelligence Theory, and Social Capital Theory, this research identifies and prioritises key enablers essential for expatriate success. We employed a novel three-phase methodology, which included a literature review, a hybrid Best-Worst Method (BWM), Grey Relational Analysis (GRA), and semi-structured interviews with experts. The findings reveal a hierarchical framework of social support enablers, with health and psychological adjustment support, work-life balance initiatives, career development opportunities, and national support for the host country emerging as top priorities. Implementing these enablers effectively addresses expatriates' adaptation challenges and significantly enhances their performance, well-being, and retention. This study contributes to the literature by providing the first empirically derived, prioritised approach to social support enablers implementation and practical guidance for developing holistic support systems in multicultural hospitality environments. Focusing on Thailand, the methodology and framework offer a robust foundation for future cross-cultural comparisons in expatriate management research.