Guidelines for Creating Competitive Advantage of Medium-Sized Hotel Businesses in the Lower Northern Region 2

Abstract

          This research aimed: 1) to study the marketing mix factors and competitive advantage of medium-sized hotels in the lower northern region 2 of Thailand, 2) to study the relationship between marketing mix factors and the competitive advantage of medium-sized hotels in the lower northern region 2 of Thailand, 3) to study the marketing mix factors affecting the competitive advantage of medium-sized hotels in the lower northern region 2 of Thailand, and 4) to propose guidelines for enhancing the competitiveness of medium-sized hotel businesses in the lower northern region 2 of Thailand. A mixed-methods research approach was used. Quantitative data were collected from 400 tourists, while qualitative data were obtained through in-depth interviews with 12 hotel entrepreneurs. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression. The qualitative data were transcribed from audio recordings, compiled, and summarized descriptively.

           The research findings found that 1) both the marketing mix and competitive advantage were at a high level overall, 2) all seven elements of the marketing mix were positively correlated with competitive advantage, 3) the results of multiple regression analysis indicated that promotion had the strongest influence, followed by service process and physical evidence, and 4) guidelines for enhancing competitive potential emphasize efficient cost management, value creation through service, the application of digital technology, and strategic adaptation to local contexts. A value-based competitive advantage model is proposed, incorporating cost, experience, relationships, and flexibility as key drivers of business sustainability.