GUIDELINES FOR DEVELOPING THE POTENTIAL OF ECO-FRIENDLY HOMESTAY STANDARDS IN PATHUM THANI PROVINCE

Abstract

This research aimed to 1) analyze the potential of homestays in achieving environmentally friendly standards in Pathum Thani Province, and 2) obtain guidelines for upgrading the potential of homestays to environmentally friendly standards in Pathum Thani Province. Using qualitative research methods, data were collected through in-depth interviews with 10 homestay operators. Data were analyzed using PRIMO-F Analysis, PEST Analysis, and SWOT Analysis; strategies were planned using TOWS Matrix techniques, and success indicators were defined using the Balanced Scorecard, which consists of four perspectives. 1) Proactive strategies: (1) Develop content to promote local activities through online media, such as short clips about local wisdom; (2) organize sales promotion activities in collaboration with community enterprise groups, such as community morning markets; and (3) collaborate with local universities to provide technology skills training for homestay staff. 2) Preventive strategies: (1) Adjust the service format to be more interesting, such as offering a 24-hour homestay package to meet the needs of tourists who want speed; (2) create a basic online service system, such as Line Official or Google Forms, for booking rooms instead of a full website; and (3) plan for dealing with natural disasters, such as setting up shelters during floods and installing warning signs to alert people. 3) Remedial strategies: (1) Request support from the government through the Soft Loan or SME-Fund project to develop infrastructure; and (2) initially apply solar energy systems. And 4) Defensive strategy: (1) Develop a straightforward technology guide for homestay staff, including the use of a booking application or a review system.