Strategies for Enhancing Competitive Tourism Value of Homestay Services in the Lower Central Region

Abstract

The objectives of this research were 1) survey the condition of problems, obstacles, and readiness of homestay services in the lower central region; and 2) study factors affecting the value added of homestay services. The researcher used both quantitative and qualitative research. The quantitative research sample consisted of 383 tourists staying in homestays in Nakhon Pathom, Phetchaburi and Ratchaburi provinces. Quota sampling was used by using purposive random sampling. The qualitative research sample was used the homestay operators 30 executives, and public and private government officials with roles in community tourism. The statistics used in the research were percentage, mean, standard deviation, and Pearson's correlation coefficient.      

The results of the research showed that the overall satisfaction of the tourists in providing homestay services in the Lower Central Region was at a high level. The results of hypothesis testing between personal factors and marketing mix factors showed no difference. Problems with homestay services customers want more amenities and lack investment for improvement. The community is the

main occupation when there are no tourists, resulting in no income, which the principle of homestay accommodation aimed at supplementary income.  Adding value to homestays requires participative management, encouraging the community to distribute products based on quality environment, waste management in the community, and social media marketing strategies to attract tourists.