OPTIMIZING WORKFORCE COMPETENCIES IN NORTHERN THAILAND'S HOTEL SECTOR: A MIXED-METHODS DEVELOPMENT FRAMEWORK
DOI:
https://doi.org/10.14456/aamr.2026.12Keywords:
Job Performance Competency, Human Resource Development, Hospitality Management, Workforce Optimization, Northern ThailandAbstract
This study investigates job performance competencies among hotel personnel in Northern Thailand and proposes targeted human resource strategies to elevate regional hospitality standards. Employing a mixed-methods design, quantitative data from 230 hotel employees were triangulated with in-depth qualitative insights from 15 human resource managers. Statistical analyses revealed that overall competencies are remarkably high in personal traits and self-concept, though technical skills require further enhancement. Significant competency variations emerged by age, education, income, professional experience, and job position, whereas gender had no significant impact. Notably, employees with greater operational experience and formal education exhibited superior performance capabilities. Qualitative findings underscore the urgent necessity for structured mentoring, digital upskilling, and robust motivational support. Ultimately, this research bridges theory and organizational practice by offering a four-dimensional development framework focusing on knowledge, skills, self-concept, and motivation. These evidence-based guidelines empower administrators to optimize workforce capabilities, ensure consistent service excellence, and sustain competitive advantage in the dynamic tourism landscape.
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Copyright (c) 2026 Wangchinda CHOTIPATH, Pongwiritthon KAJORNATTHAPOL, Pisitwej WIPAWAN
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