UPGRADING THE MANAGEMENT POTENTIAL AND SERVICE QUALITY OF HOMESTAY BUSINESS IN YALA PROVINCE

Abstract

The objectives of this research are to analyze the management potential and service quality of homestay business and develop a management model to enhance its management potential and service quality. The research findings revealed that factors contributing to homestay tourism included beautiful environments, diverse tourist attractions, and communities welcoming tourists. These also included support and promotion from government agencies. The challenges in operations included business operators lacking skills in homestay management, skills in service provision, communication with foreign tourists, and public infrastructure readiness. The development of a homestay management model to enhance management potential and service quality focuses on operations that comply with Thai homestay standards, considering the needs of tourists and the context of the area. Activities are aimed at transferring knowledge to homestay business operators to help them understand their own business management practices.