Guidelines for Developing 3 Star Smart Hotel Services in Chiang Rai Provinceto Accommodate Tourists in The Next Normal Era
Article Sidebar
Main Article Content
Abstract
This research aimed to 1) to study customer behavior in the utilization of 3-star hotel services, 2) to examine customer expectation of using 3-star hotels, 3) to explore the 4Es of modern marketing factors of using 3-star hotels, 4) to evaluate the current state and readiness of 3-star hotels in adopting smart service innovations and 5) to propose guidelines for the effective development and implementation of smart hotel services in the 3-star segment.
This research investigated five key areas related to the development of smart services within Chiang Rai's 3-star hotel sector: 1) customer behavior in utilizing 3-star hotel services; 2) customer expectations regarding 3-star hotels; 3) the applicability of the 4Es of modern marketing to 3-star hotels; 4) the current state and readiness of 3-star hotels to adopt smart service innovations; and 5) guidelines for the effective development and implementation of smart hotel services in this segment. Employing a mixed-methods approach, data were collected through in-depth interviews, focus groups, and structured questionnaires. Analysis included content analysis, descriptive statistics, and multiple regression. Findings revealed an average of one to two 3-star hotel visits per tourist, with increasing demand for technology-integrated services. High customer expectations for smart services significantly influenced their usage (p<0.05). The 4Es of modern marketing received high average ratings. Widespread adoption of technological innovations included online booking, payment systems, and self-service check-in solutions demonstrates a shift towards operational efficiency and enhanced customer convenience. Our proposed guidelines for developing smart 3-star hotels emphasize enhancing guest experience (Experience) through AI and IoT technology, virtual services, and smart facilities to enrich the guest journey; providing valuable promotions or packages and real-time information and secure services (Exchange); utilizing a blockchain-based online platform and 24/7 booking and contact application (Everywhere); and fostering guest engagement through reviews and social media campaigns (Evangelism)
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
References
Bank of Thailand. (2020). The Next Normal: A look at the "next normal" trends after COVID-19. https://www.bot.or.th/th/research-and-publications/articles-and-publications/bot-magazine/
GlobalTrend.html [in Thai]
Casais, B., & Ferreira, L. (2023). Smart and sustainable hotels: Tourism agenda 2030 perspective article. Tourism Review, 78(2), 344-351. https://doi.org/10.1108/TR-12-2022-0619
Charoenphol, B., & Kamgsadanporm, A. (2022). Guideline for the development of small and medium-sized hotels and resorts in Nan Province with the corona virus epidemic situation corona 2019 (Covid-19). Rajabhat Maha Sarakham University Journal, 16(1), 53-67. https://so05.tci-thaijo.org/index.php/rmuj/article/view/258459/173957 [in Thai]
Chiangrai Provincail Office of Tourism and Sports. (2022). Revenue from visitors to tourism in Chiang Rai Province 2562 – 2564. https://province.mots.go.th/ewtadmin/ewt/chiangrai/graph_views
.php?graph_id=26 [in Thai]
Chuenkum, A., & Chubchuwong, M. (2023). Expectation and satisfaction of elderly Thai tourists towards the service quality of 3 star hotels in Bangkok. Journal of Management Science Review, 25(2),120-131. https://so03.tci-thaijo.org/index.php/msaru/article/view/269793 [in Thai]
Cochran, W. G. (1977). Sampling techniques (3rd ed). John Wiley and Sons.
Digital Economy Promotion Agency. (2020). Digital transformation from new normal to next normal. https://www.depa.or.th/th/article-view/digital-transformation-new-normal-next-normal [in Thai]
Festa, G., Cuomo, M. T., Metallo, G., & Festa, A. (2016). The (r)evolution of wine marketing mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), 1550-1555. https://doi.org/10.1016/ j.jbusres.2015.10.015
Ha, H.-Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452. https://doi.org/10.1002/cb.29
Jung, J. H., & Shin, J. I. (2023). Effects of metaverse experience factors (4Es) on perceived value and intention to continue use. Journal of the Korea Society of Computer and Information, 28(8), 187-194. https://doi.org/10.9708/jksci.2023.28.08.187
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Liu, C., Kam, H., Dan, W., & Wang, S. (2020). Determinants of self-service technology adoption and implementation in hotels: The case of China. Journal of Hospitality Marketing & Management, 29(6), 636–661. https://doi.org/10.1080/19368623.2020.1689216
Lumkam, P. (2024, April 10). Industry outlook 2024-2026: Hotel business. https://www.krungsri.com /en/research/industry/industry-outlook/services/hotels/io/hotel-2024-2026
Nanthiyaphoosit, J., & Khanthahat, P. (2022). Relevant factors affecting the sustainable development of Chanthaburi tourism industry. Journal of Social Science and Buddhistic Anthropology, 7(4), 378–395. https://so04.tci-thaijo.org/index.php/JSBA/article/view/258150/175127 [in Thai]
Prasomsuk, J., Lertphuttharak, S., & Kaewprapan, E. (2020, February 20). The importance of service quality of the 3-star resorts in Sattahip, Chonburi Province for tourists Generation Z [Paper presentation]. In The International and National Conference on Business Administration and Accountancy 2020 (INCBAA 2020), Venue The Empress Chiang Mai Hotel. Chiang Mai, Thailand. https://incbaa.kku.ac.th/img/files/articles/34647-16.d2.pdf [in Thai]
Prathum, S., & U-senyang, S. (2022). Information technology acceptance in the new normal. Journal of Lawasri, 6(1), 1–18. https://so04.tci-thaijo.org/index.php/lawasrijo/article/view/257078 [in Thai]
Saenkam, B. (2021). The behavior of Thai tourist after COVID 19 situations. Journal of Liberal Arts and Service Industry, 4(1), 160-167. https://so01.tci-thaijo.org/index.php/JLASI/article/view/246378 [in Thai]
Samerjai, C. (2023). Factors affecting the intention of using AI hotel service of Thai tourists classified by personal characteristics. Southeast Bangkok Journal (Humanities and Social Sciences), 9(1), 49-61. https://doi.nrct.go.th/admin/doc/doc_643071.pdf [in Thai]
Scheuing, E. E., & Christopher, W. F. (Eds.). (1994). The service quality handbook: With contributions from 57 international experts. https://archive.org/details/servicequalityha0000unse
Shangri-La Group. (2018). Annual report 2018 Shangri-La Asia Limited. https://sitecore-cd.shangri la.com/ -/ media/Project/Shangri-La-Group/Investor/Files/Public-Disclosures/Financial-Information/Financial-Reports /2018_Annual_Report.pdf
Stiantananun, A. (2020). Comparison of expectations and perceptions toward localization service quality of ADV Corporate Limited [Master’s thesis, Srinakharinwirot University]. DSpace SWU. http://ir-ithesis.swu.ac.th / dspace/handle/123456789/1196 [In Thai]
Sukprasoet, N., Sritong, C., & Nakanok, S. (2024). Marketing mix 4Es affecting the adaptation to survive in the crisis of small hotel businesses in the country. Journal of Digital Business and Social Sciences, 10(1), 1-12. https://rsujournals.rsu.ac.th/index.php/jdbs/article/view/3418 [in Thai]
Tadasirichoke, P. (2020). Adaptive strategy of hotel management during coronavirus (Covid-19) pandemic situation: A case study of the Patra Hotel - Rama 9. [Master’s thesis, Silpakorn University]. DSpace SU. http://ithesis-ir.su.ac.th /dspace/bitstream/123456789/3439/1/60601305.pdf [in Thai]
Thanapotivirat, P., & Pooripakdee, S. (2024). Service models and service innovations of smart hotels for Thai business travelers in the digital era. Journal of Humanities and Social Sciences Thonburi University, 18(1), 161–178. https://so03.tci-thaijo.org/index.php/trujournal/article/view/270130 [in Thai]
Thongba, T., Srisook, T., & Wongkam, A. (2024). The expectation of tourist on service quality and sanitary safety standards for selection of hotel services in Chiang Rai Province. Western University Research Journal of Humanities and Social Science, 10(1), 155-168. https://so04.tci-thaijo.org/index.php/WTURJ/article/view/269519/183520 [In Thai]
TISCO. (2023, January 30). Now normal to next normal. https://www.tisco. co.th/th/advisory/2022-01-31-now-normal-to-next-normal [in Thai]
Tung, V. W. S., & Au, N. (2018). Exploring customer experiences with robotics in hospitality. International Journal of Contemporary Hospitality Management, 30(7), 2680–2697. https://doi.org/10.1108/IJCHM-06-2017-0322
Wongrian, B. (2023). The 4E’s marketing strategy that affects the decision to use hotel services in Mueang District Chiang Rai Province. [Master’s Independent Study, Bangkok University]. BU Research. http://dspace.bu.ac.th/ bitstream/123456789/5382/1/bootsayamas_wong.pdf [in Thai]
Wu, H.-C., & Cheng, C.-C. (2018). Relationships between technology attachment, experiential relationship quality, experiential risk and experiential sharing intentions in a smart hotel. Journal of Hospitality and Tourism Management, 37, 42–58. https://doi.org/10.1016/j.jhtm.2018.09.003
Yang, H., Song, H., Cheung, C., & Guan, J. (2021). How to enhance hotel guests’ acceptance and experience of smart hotel technology: An examination of visiting intentions. International Journal of Hospitality Management, 97, 103000. https://doi.org/10.1016/j.ijhm.2021.103000
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929
