Strategic Factors Correlated with Success of Small Hotel Entrepreneurs in Lower Northern Thailand

Abstract

The purpose of this research was to study the relationship between strategic factors and the success of small hotel business operators in the lower northern region of Thailand. The sample used in the research was 257 small hotel businesses in the lower northern region, and a questionnaire was used as a data collection tool. Data were analyzed using statistics such as frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the study showed that entrepreneurs had a high level of opinions towards the strategic factors of the hotel business, promotion Strategy being the most, followed by place strategy, physical evidence and presentation strategy, product strategy, process strategy, people strategy and price strategy respectively, and entrepreneurs had opinions about the success of small hotel business operators in the lower northern region of Thailand. It was found that the internal process factors of the business and the growth factor of the business had a high level of opinions. As for the results of the hypothesis testing of this research, it was found that the product strategy,
price strategy, place strategy, promotion strategy, people strategy, process strategy, and physical evidence and presentation strategy had a positive effect on the success of small hotel operators in the lower northern region statistically significant at the 0.05 level.