Main Article Content
This research aimed to study the current situations of small hotel business in the digital economy. A qualitative research approach was used to collect data by in-depth interview with structured and observation from 50 small hotel entrepreneurs or hotel executives in the top 10 tourist provinces rated by Tourism Authority of Thailand (TAT). An analysis though SWOT analysis based on the concept of management factors (4M: Man, Money, Materials and Management). Then synthesize a competitive environment by making a TOWS matrix based on the Five Forces Model. The research result of current small hotel business situations by using SWOT analysis as follows: The strength was the business owners themselves managed as their family business model. The room rate is not expensive compared with decorate and the materials high quality. The weakness is the business owner lacked of information technology knowledge and lacked of professional experience in the hotel management. External opportunities were backed by state policies. The travel cost decrease (low cost airline) and travel agency are increasing so competition to reduce prices. The outside barriers as threats were the unclear small hotel criteria and many competitors.
Anon W. and Suree K., (2012). An Approach of Increasing the Efficiency of Medium and Small Sized Hotel Business in Hua-Hin District. Prachabkhirikhan Province. Modern Management Journal. Vol.10(1).pp 108-118
Dallen J. Timothy and Victor B. Teye. (2009). Tourism and the Lodging Sector. United State of America. Elsevier Inc.
Hsu-Hsi C. and Wen-Chih H. (2006). Application of a Quantification SWOT Analytical Method, Mathematical and Computer Modelling. Vol.4 pp.158-169.
Institute for Small and Medium Enterprises Development. (2010). Hotel and Resort Business Analysis 2010.
Keith, G. and Molcolm, P. (1997). Entrepreneurship in the Small Hotel Sector. International Journal of Conemporary Hospitality Management. Vol. 9(1) pp.21-27
Ministry of Tourism and Sports. (2015). Thailand Tourism Strategy 2015-2017. Retrieved; 30 September2016.From;http://www.mots.go.th/ ewt_dl_link.php?nid=7114
Moriarty, J., Jones, R, Rowley, J. and Teahan, B.K. (2008). Marketing in Small Hotels: A Qualitative Study. Marketing Intelligence and Planning. Vol. 26 No. 3, pp. 293-315
Morrison, A., (1992). The Small Firm within the UK Hotel Industry. Proceedings of the Small Firms Conference, Strathclydc University. National Social and Economic Development Plan Number 11 (2012-2016) and Draft Plan Number 12 (2017- 2021)
Nitu F. and Bakucz M. (2014). Strategy for Small Hotels Case Study of a Hotel Located in Harkany, Hungary. Europen Journal of Tourism, Hospitality and Recreation. Special Issue, pp. 107-126.
Patsiri Chompookham. (2009). Organization and Management. Bangkok: McGraw-Hill.
Prachok Chumpol. (2004). Strategic Management. Bangkok: Bannakit Publishing House.
Ronnapee Tulwattana (2008). Small Hotel Interior Design Impresses. Master degree’s Thesis, The King Mongkut's Institute of Technology Ladkrabang.
Shangzed Training and Consulting International, (2010). SWOT & TOWS Analysis. Retrieved; 7January 2017 from; www.shahzadtc.com.
Sharma A. and Upneja A. (2005). Factors Influencing Financial Performance of Small Hotels in Tanzania. International Journal of Contemporary Hospitality Management. Vol.17(6). pp.504-515.
Supattra Soipech. (2007). Hotel Management. Khon Kaen: Khon Kaen University Press
Thailand Hotel Associate. (2010). Hotel Management. Bangkok: Thailand Hotels Association
The secretariat of the House of Representatives. (2015). Academic focus. Retrieved; 4 September2016from;http://dl.parliament.go.th/ handle/lirt/414283
Tourism Department. (2015). Continuation Plan of Tourism Department FY 2013. Ministry of Tourism and Sports, Bangkok. Retrieved; 5 November 2016.
Wichian Wittaya-Udom. (2008). Organization Behavior. Nonthaburi: Theera film and Scitex Company limited.
Wittaya Wutthiwpongpipat. (2007). Customers Satisfactions towards Small Hotels in Muang District, Chiang Rai Province. Master Degree’s Thesis, Chiang Rai Rajabhat University.
Zupan, J. and Milfelner, B. (2014). Social Responsibility, Motivation and Satisfaction: Small Hotels Guests Perspective. Kybernetes. Vol. 43 No. 3/4 pp. 513-528