Development Guidelines for Management of Small Hotel Businesses Management to become Innovation-Driven Enterprises in Thailand’s Eastern Economic Corridor
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Development guidelines were investigated for small hotel business management toward innovation-driven enterprise in the Eastern Economic Corridor (EEC) of Thailand. The study used mixed methods, consisting of quantitative and qualitative research. The quantitative research instruments were questionnaires and data analysis using multiple regression analysis. The qualitative research used a set of questions for in-depth interviews and data analysis based on content analysis. The results of the quantitative research showed that all factors in service quality influenced a traveler's return to a small hotel. The order of influence from most to least was: reliability (beta = 0.235), empathy (beta = 0.230), responsiveness (beta = 0.204), tangibility (beta = 0.140), and assurance (beta = 0.118). The qualitative research found that business management development guidelines should contain: the use of websites, social media, online check-in/out, virtual reality, mobile booking, mobile payment, mobile guest services, Internet of Things, innovative design concepts, a property management system, focus on assisting people using automation, robotics, the use of intelligent analysis technology, and personalized experience systems to assist in management.
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