Sustainable Hotel Business Development Strategies: A Case Study of Hotels in the Eastern Region of Thailand

บทคัดย่อ

The objectives of this article are as follows: 1) To study the development strategy of the hotel service business and good governance principles for managing modern business that can lead the organization to sustainability. 2) To study strategy for developing the hotel service business and good governance that affects the sustainability of business operations of hotel service business operators in the eastern region of Thailand. 3) To study how good governance and corporate management are impacted by business development strategy for hotel services business and how the sustainability of business operations for hotel service business operators in Thailand's eastern area is impacted by both good governance and corporate management are impacted by business development strategy for hotel services business. This research methodology is combined qualitative research with quantitative research. Collecting 330 of quantitative data with conducted in-depth interviews with 8 executives from 3-5 star hotels in eight provinces in the eastern region of Thailand. The result of the study showed that 1) the hotel service business development strategy model consists of 6 aspects and good governance principles consists of 5 components. 2) The strategy for hotel service business development that has an impact on the operators' ability to sustain their operations. It is made up of marketing, increasing competitiveness, and customers. In regard to good governance and effective organizational management, these include Rule of Law, Ethics, Participation and Accountability. The development strategy of the hotel business, along with good governance and management. 3) strategy factors for developing hotel service businesses and factors for good governance are ach has a direct effect on the sustainability of operating a hotel service business in the eastern region of Thailand. Meanwhile, strategy factors for developing hotel service businesses It has an indirect effect on the sustainability of business operations of hotel business operators in the eastern region of Thailand pass through factors of good governance and good management in a positive way as well.