Positioning Strategy of Homestay Business: A Case Study 3 communities in Ubon Ratchathani and Amnat Charoen Provinces

Abstract

This study aimed to analyze the positioning strategy of three homestays in Ubon Ratchathani and Amnat Charoen Provinces such as Sa-Som, Pla-Kaow, and Na-Mor-Ma communities that are the best practice of homestay in Thailand. This study is a qualitative study and collected data from 30 key informant people of three communities who significantly play a role in the homestay. Data is collected by four approaches such as the focus group, the observation, the participant observation, including the depth-interview. Triangulation and content analysis were applied to this study. The results revealed that the best practice Thai homestay - Sa-Som, Pla-Kaow, and Na-Mor-Ma communities, the positioning strategy is the combination of three strategies of seven approaches such as the using product characteristics, the positioning strategy based on cultural symbols, and the positioning strategy based on competitors. The three main factors were applied to set the positioning such as the handmade of cotton and silk fabric and reed (the raw material natural resources), cultural story, and the natural resources (places). Sa-Som homestay community uses the distinguished fabric pattern called ‘Seng Rak or the first sunrise’, the sunny ritual and the beautiful scenery of sunrise, and purely natural environment. Pla-Kaow homestay community applies the distinguished fabric pattern as called ‘Sa Bang’, Mor-lom or the traditional performance, and the integrated agriculture and traditional dinner party. Lastly, the Na-Mor-Ma homestay community presents the signature product as a reed mat, the Dhavaravati Kingdom and culture, and the integration between agriculture and archaeology.