THE STRATEGIC MANAGEMENT FOR HOTEL BUSINESS PERFORMANCE IN BANGKOK METROPOLITAN REGION

Abstract

Objectives of this research article were 1. To study current conditions, problems, and external conditions 2. To study business attributes 3. To study management factors 4. To analyze and present strategic management approaches for hotel business performance in Bangkok Metropolitan and surrounging areas, conducted by the mixed research methods. A sample group of 320 hotel businesses in Bangkok and surrounding areas. Statistics used in the analysis included frequency distribution and determination of percentages, means and standard deviations, One Way ANOVA analysis and multiple regression analysis methods. The qualitative research. Data were collected from 17 Key informants, 17 hotel experts. Data were analyzed using descriptive interpretation.

The results of the research were found that 1. The organization still lacks strategic vision and lacks communication of understanding with employees using new technology media and use of language 2. Province where the hotels are located, registered capital, length of time in business, hotel standard levels, number of employees, number of rooms are different in operating a hotel business in terms of finances, customers, internal processes, and development and learning with statistically significant level at the 0.05. 3. Overall operations management were at a high level. In order from highest to lowest average were: Executive leadership strategic planning information system technology personal development and customer relationship management. 4. Strategic management approaches included: Leadership management in organizational policy administration Development of technology and skills in learning technology and language use financial management Customer relationship management and customer service.