GUIDELINES FOR PROMOTING SMALL HOTEL BUSINESSES IN SECONDARY URBAN AREAS IN THE UPPER CENTRAL REGION TO INCREASE COMPETITIVE POTENTIAL
Keywords:
Small hotel, Secondary city, CompetitivenessAbstract
This article aims to study the problems and obstacles encountered by small hotel businesses in the upper central secondary city areas, the promotion of these businesses, the components for enhancing their competitive potential, and to propose strategies for supporting small hotel enterprises. The research employed a qualitative approach, collecting data through in-depth interviews with a purposive sample of 11 key informants, including small hotel and resort operators from three provinces—Chainat, Singburi, and Ang Thong—customers who have stayed at small hotels, and executives from the Ministry of Tourism and Sports. Additionally, nine participants were involved in focused group discussions. Data analysis was conducted using specialized qualitative research software.
The findings revealed that the problems and obstacles faced by small hotel businesses in the study area include intense competition from large hotels, complex regulations and requirements, a shortage of skilled labor, challenges in human resource management, financial difficulties and limited access to funding, cultural and technological changes necessitating adaptation to customer demands, site limitations affecting tourist accessibility, and volatility in the tourism market. Regarding the promotion of small hotel businesses to enhance their competitiveness, emphasis should be placed on building networks within the tourism industry and supporting local development. Key components for enhancing competitive potential include competitive strategies, establishing low-cost business operation standards, leveraging technology and innovation to increase operational efficiency, and creating diverse experiences connected to local culture. The proposed framework for promoting small hotel businesses in the upper central secondary city areas is summarized by the acronym “WE CARE,” which stands for: Work Together and Training (W), Environmental Sustainability Programs (E), Customer Experience Enhancement (C), Alliances and Partnerships (A), Relationship Building with Local Community (R), and Ethical Practices (E).
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