Factors Affecting the Success of Homestay Tourism Business in Chiang Mai Province
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Abstract
Community-based tourism through local stays or homestays has become increasingly popular. The government has promoted homestay tourism by issuing ministerial regulations that exempt homestays from the requirements of the Hotel Act, leading to the proliferation of homestay businesses, particularly in remote nature-based attractions. This research article aims to study the factors affecting the success of homestay tourism businesses in Chiang Mai Province. This research utilizes a quantitative research methodology. The sample group consisted of 400 tourists staying at homestays in five districts, namely Hang Dong, Mae Rim, Mae Taeng, Chom Thong, and Mae Chaem, selected through accidental sampling. The data collection instrument was a questionnaire, and the data were analyzed using multiple regression analysis.
The research findings revealed that the marketing mix, homestay and service characteristics, management, and government support significantly affect the success of homestay tourism businesses in Chiang Mai Province. These results can serve as information for the government to plan homestay tourism policies and consider regulations and laws that support small-scale entrepreneurs. Additionally, entrepreneurs can better understand the needs of tourists and manage their homestays to align with those requirements.
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