A Synthesis of Strategic Approaches to Enhancing Sustainable Revenue and Profitability of Small and Medium-Sized Accommodation Businesses in Bangkok and Its Metropolitan Area
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Abstract
This study aimed to analyze and synthesize strategic approaches to enhancing the sustainable revenue and profitability of small and medium-sized accommodation businesses in Bangkok and its metropolitan area. A qualitative research design was employed. Data were collected through in-depth interviews with nine key informants: three accommodation business owners or executives, three tourism and hospitality scholars, and three representatives of government agencies or related organizations. The informants were selected through purposive sampling. The research instrument was a semi-structured interview guide, which was evaluated for content validity by five experts and achieved an Index of Item-Objective Congruence of 1.00. The data were analyzed using qualitative content analysis, thematic categorization, and strategic synthesis. Trustworthiness was established through data triangulation, member checking, and an audit trail. The findings were synthesized into the 5C Strategic Revenue and Profitability Model, comprising: 1) Customer Insight, which uses customer data to support market segmentation, pricing, and offer design; 2) Communication for Branding, which communicates differentiated value and reduces reliance on price competition; 3) Customer Experience and Relationship Management, which promotes repeat patronage and word-of-mouth recommendations; 4) Cost Control, which protects profit margins without compromising service quality; and 5) Collaborative Networking, which expands markets, enhances supplementary services, and reduces resource constraints. The 5C Model demonstrates that sustainable revenue and profitability require the systematic integration of customer information, branding and customer experience, cost efficiency, and strategic partnerships. The model can serve as a strategic planning framework for accommodation entrepreneurs and as a foundation for future empirical testing.
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