Business Model Design of Pool Villa Resort in Phu Pha Man District, Khon Kaen Province

Abstract

           The objectives of this study were 1) behavior of choosing accommodations of traveler, 2) the service marketing mix factors in deciding to use accommodation services, and determine the design of the pool villa business in Phu Pha Man District, Khon Kaen Province. The sample group were 400 respondents whom traveler to Phu Pha Man District., that collecled data by accidental sampling method. The tool used to collect data were the questionnaires, that had Cronbach's alpha at 0.98. The statistics used for data analysis include percentage, mean, standard deviation, t-test, and One-way ANOVA.
           The following were the results:
           1. Consumer behavior in choosing to use accommodation services, most of them have stayed at accommodation in Phu Pha Man District 4-5 times. The places they have stayed are Pha Man Fan, and Wine Wood. The purpose of which is for tourism and relaxation.
           2. The service marketing mix factor in deciding to use accommodation services is most highest important. The sample group has different ages, occupations, and average monthly incomes. They give different importance to the service marketing mix factor in deciding to use accommodation services.
           3. The design of the pool villa business, the value proposition was the room reservation and swimmimg pool, and channels to contact customers were conducted through the telephone and social media. Customer relationships was the hotel staff who were service-minded and built a positive relationship. The cost structure to start the project and the first year of operation was 14,521,095.00 Thai Baht. The revenue from room reservations for Years 1-5 would be 24,782,400 Thai Baht. It can be seen that business design makes the business successful, so business design should be promoted.