Development of a Small Hotel Management Model to Accommodate Tourists in Chiang Mai

Abstract

This research article aimed (1) to examine the problems and obstacles in managing small hotels, and (2) to propose a management model to accommodate tourists in Chiang Mai. The research employed a qualitative approach using in-depth interviews with key informants, including the Governor of Chiang Mai, the President of the Chiang Mai Provincial Administrative Organization, the Provincial Public Health Officer, the Provincial Tourism Officer, a representative of the Chiang Mai Chamber of Commerce, and five small hotel operators in Chiang Mai, totaling 10 participants. Data were analyzed using content analysis.

The findings revealed that 1. The problems and obstacles in managing small hotels include: (1) issues related to service standards and quality, (2) legal and certification challenges, (3) hygiene and safety concerns, (4) marketing and competition difficulties, (5) environmental issues, (6) management constraints, and (7) financial and funding limitations. 2. The proposed management model emphasizes the integration of high service standards, strong local linkages, and the effective use of digital technology in management and marketing. It also highlights the importance of environmental and social responsibility, incorporation of local identity, adherence to standardized systems, attention to good corporate governance, adaptability through technology, and environmental awareness, all under genuine multi-sector collaboration among government, private sector, and local communities.