Concepts and Business Operation of Boutique Hotel in Chaing Mai Municipality, Mueang Chaing Mai District, Chiang Mai

Main Article Content

ระชานนท์ ทวีผล Rachanon Taweephol


The objective of this study was to study the concept of establishment of boutique hotels and business operations of boutique hotels in Chaing Mai Municipality, Mueang Chiang Mai district, Chiang Mai, Thailand. The study was a qualitative research using a case study approach in order to investigate in-depth occurrence using in-depth interview of 8 people who operate boutique a hotel business and a non-participant observation.

The result found that most of the concepts in establishing boutique hotels were from the owners who used their own properties to run their own businesses. The boutique hotel administration was divided into two models: hotel independents and hotel chains. The analysis of four aspects of promotion strategies was also found that 1) the product of boutique hotel business decoration was classified into 3 categories: Thai Lanna style decorating, Chic style decorating, and Victorian style decorating; 2) the product price was set with in the period of time to suit the size of business and to satisfy customers; 3) the location was near tourist attractions, convenience, and the way of online selling; 4) the promotion aspect, there was used activity form for tour guide in Chiang Mai, there were also the discount to attract customers to stay in their boutique hotels, format setting of communication strategy which emphasized on online media, off line, and publication through staff via their service with the unique of boutique hotel. The analysis of competitive strategy was divided into 5 parts; 1) the new competitors came into the business because of the success of boutique hotel business operation; 2) the old competitors adjust the service and similar decoration; 3) the incoming replaces products of hostel which can attract customers; 4) bargaining of buyers who turn to use technology which has more websites; 5) bargaining of the raw material suppliers who change the price according to the season and am uncertain period of time uncertainly.

Article Details

How to Cite
Rachanon Taweephol ร. . ท. (2018). Concepts and Business Operation of Boutique Hotel in Chaing Mai Municipality, Mueang Chaing Mai District, Chiang Mai. Dusit Thani College Journal, 11(1), 116–132. Retrieved from
Academic Article


Aimphom, N. (2010). The study strategy to drive the industry to a K-Shop's collection of Korean artists. Business Administration Degree Management. College. University of the Thai Chamber of Commerce.
Anhar, L. (2001). The Definition of Boutique Hotels. (Online). Available: Retrieved: 10th December 2015.
Boonprasop, K., Plianthaingtham, P., and Taweephol, R. (2016). Marketing Strategies Used in Golf Hotel Business in Cha-Am, Phetchaburi and Hua-Hin, Prachuap Khiri Khan. The report outlines a national conference on the management of the 8th on 2nd July 2559, at the Faculty of Management. Prince of Songkla University.
Choi, T. and C. Raymond. (2000). Levels of satisfaction among Asian and Western travelers. International Journal of Quality & Reliability Management Vol. 17 Iss: 2, 116 – 132.
Chukwai, S. (2012). The form and content of communication through Facebook's University of the Thai Chamber of Commerce. Bachelor of Arts. School of Communication Arts. University of the Thai Chamber of Commerce.
Dang, R. (2010). Management and hotel operations 21st Century: Bangkok SR Printing Mass Products Co., Ltd.
Khosermsri, S. (2007). Cost Management of Spa Businesses: A Case Study of the Hotel & Resort Spa and the Day Spa in Southern Thailand. Songklanakarin Journal of Social Sciences and Humanities. 13(1): 75-96.
Khunwanichchainan, P. (2011). A Study of Competitive Strategies of Debsirin Co., Ltd. at Piyaphak Kulwanitchaiyanan. Business Administration Degree Management. College. University of the Thai Chamber of Commerce.
Lovelock, C. H. (1996). Service marketing. Upper Saddle River, NJ: Prentice Hall.
Methiyothin, S. (2012). Competitive Strategies. Executive Journal. 32 (3): 127-133.
Natewichit, S. (2005). A study to determine the competitive strategy of Seagate Technology (Thailand) Limited. Master of Business Administration. Academic Entrepreneurs. College: University of the Thai Chamber of Commerce.
Phatapakdee, A. (2014). Factors and management processes that influence the success of a business boutique hotel in Bangkok. Master of Arts. Hospitality and Tourism Industry. Bangkok University.
Phutwinyoo, W. (2015). Chiang Mai’s Development Plan (2015-2019). (Online). Available: Retrieved: 30th January 2015.
Phomsrijan, S. (2014). Strategic of corporate communications. (Online). Available: Retrieved: 31st January 2015.
Podhisita, C. (2013). The Art and Science of qualitative research 6th edition. Bangkok: Amarin Printing Company.
Pongkhomfoei, S. and Somchan, S. (2015). Personal Service Quality Development of Boutique Hotel Business, Chaing Rai Province. Mekong-Salween Civilization Studies Journal. 6(1) : 181-202.
Sukapong, S. (2011). Managing Service Marketing for Boutique Hotel in Bangkok: Case Study of Metrosexual Men. Sripatum Review Humanities and Social Sciences . 11 (1) : 21-25.
Sinthudacha, N. and Sumrit, C. (2014). The marketing factors affecting the decision to discontinue the service boutique hotel of foreign tourists in Chiang Mai. Conference Management, 3rd . 31st January – 1st February 2014: Maejo University.
Tangsomchai, C. and Kunkhin, P. (2012). The situation and trends of the business. Warning Center North of business. Faculty of Business Administration: Chiang Mai University.
Taweephol, R. (2015). The Effects of Stress and Stress Management Methods of Employees of Operational Level at The St. Regis Bangkok Hotel. SSRU Journal of Management Science. 2 (1): 30-42.
Temdee, P. (2010). Factors affecting the decision to raise the overnight service groups of tourists Boutique Hotel in Chiang Mai. College of Arts and Technology. Chiang Mai University.
Thanusing, C. and Madhyamapurush, W. (2012). Trend for Boutique Hotel Management: A Case Study of the Hotel Rarinjinda Wellness Spa Resort, Chiang Mai Province. According to reports, Phayao Research Conferences No. 1 research (Sustainable Tourism Group). 12th -13th January 2012: University of Phayao.
Thongchalearn, A. (2014). Overall economic trends and investing in 2015 (Online). Available: Retrieved: 16th December 2014.