STRATEGIC MANAGEMENT OF HOTEL BUSINESS IN PHUKET PROVINCE STRATEGIC MANAGEMENT OF HOTEL BUSINESS IN PHUKET PROVINCE
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Abstract
This study aims to analyze the strategic management of hotel businesses in Phuket, one of the world-renowned tourist destinations. Utilizing a strategic management framework that encompasses three key processes—strategic planning, strategy implementation, and strategy evaluation—the research employs SWOT analysis and in-depth interviews with hotel executives in Phuket.
The findings reveal that hotel businesses in Phuket face challenges from intense competition and shifts in tourist behavior, particularly in the post-COVID-19 era. Various hotels have developed and adjusted their strategies to focus on sustainability and the use of technology to enhance service efficiency, as well as fostering positive relationships with local communities to create valuable experiences for tourists.
This research can serve as a guideline for operators in the hotel industry to develop strategies suitable for the evolving business environment.
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