The Development of a Hotel Management Model for Foreign LGBTQ Tourists in Thailand

Abstract

The research on “the development of a hotel management model for foreign LGBTQ tourists in Thailand” used qualitative research methods. There were 32 key informants, consisting of 12 operators or management representatives of hotels for LGBTQ foreign tourists in Thailand and 20 foreign tourists. The results of the analysis were then used to conduct a focus group discussion with 8 hotel business operators for LGBTQ foreign tourists in Thailand.

The research revealed that the development of a hotel management model for foreign LGBTQ tourists in Thailand, there were the top 3 factors: 1) external factors including physical factors, social and cultural, tourist attractions, legal and economic; 2). factors in hotel management including administrative process, human resources, technology and marketing and location; and 3) factors for choosing to stay in hotels in Thailand including convenience, privacy, equality and respect, taste, service quality and communication channels. Entrepreneurs who operate businesses related to hotel accommodations that need to develop and expand the market to LGBTQ tourists should adjust to suit the behavior of tourists with more gender diversity. The accommodation business focuses on hotel management elements, venue design and decoration, safety, and cleanliness of tourist attractions and accommodations; including external factors, designing service processes through innovative technology to facilitate tourism and access to tourism information, as well as creating new travel experiences for tourists.