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The Development of Domestic Hotels in Thailand: ResearchOnline@JCU This file is part of the following reference: Thanksooks, Jarujes (2014) The development of domestic hotels in Thailand: "tracing the past, seeing the present and predicting the future". PhD thesis, James Cook University. Access to this file is available from: http://researchonline.jcu.edu.au/40576/ The author has certified to JCU that they have made a reasonable effort to gain permission and acknowledge the owner of any third party copyright material included in this document. If you believe that this is not the case, please contact [email protected] and quote http://researchonline.jcu.edu.au/40576/ The development of domestic hotels in Thailand “Tracing the past, seeing the present and predicting the future” Thesis submitted by Jarujes Thanksooks BA, Assumption University, Bangkok, Thailand MA in Hospitality Management, Derby University, UK MA in Hospitality Management, Swiss Management University, Switzerland For the degree of Doctor of Philosophy In Tourism, School of Business, James Cook University Townsville, QLD, Australia July 2014 I Statement of Access I, the undersigned, author of this work, understand that James Cook University will make this thesis available for use within the University Library and, via the Digital Theses network, for use elsewhere. I understand that, as an unpublished work, a thesis has significant protection under the Copyright Act; and, I do not wish to place any further restriction on access to this work. Jarujes Thanksooks Date II Declaration I declare that this thesis is my own work and has not been submitted in any form for any degree or diploma at any university or other institution of tertiary education. Information derived from the published or unpublished work of others has been acknowledged in the text and a list of references is given Jarujes Thanksooks Date III Electronic Copy Statement I, the undersigned, author of this work, understand that the electronic copy of this thesis provided by James Cook University Library is an accurate copy of the printed thesis submitted, within the limits of the technology available. Jarujes Thanksooks Date IV Statement of Contributions of Others The table below state the persons and organisations who have contributed to this thesis. Nature of Assistance Contribution Name, Titles, and Affiliations of Co- Contributors Intellectual support Ideas and concepts Prof. Philip Pearce (JCU) contribution Statistical support Prof. Philip Pearce and Dr. Tingzhen Chen (JCU) Editorial assistance Prof. Philip Pearce and Dr. Tracey Harrison-Hill (JCU) Financial support Field trip Ph.D funding scheme from FLBCA Stipend Kasetsart University, Si raccha, Campus, Thailand (2011.9-2014.8) Data collection Field trip organisation a) Thai Hotel Association b) Tourism Authority of Thailand Survey design Prof. Philip Pearce Jarujes Thanksooks Date V Declaration on Ethics The research presented and reported in this thesis was conducted within the guidelines for research ethics outlined in the National Statement on Ethics Conduct in Research Involving Human (1999) the Joint NHMRC/AVCC Statement and Guidelines on Research Practice (1997), the James Cook University Policy on Experimentation Ethics. Standard Practice and Guidelines (2001) and the James Cook University Statement and Guidelines on Research Practice (2001). The proposed research methodology received clearance from the James Cook University Experimentation Ethics Review Committee. Approval number H4908 Jarujes Thanksooks Date VI Acknowledgments I would like to express my gratitude and appreciation to all the people who made the completion of this thesis possible at James Cook University. To the Faculty of Management Sciences, Kasetsart University, Si raccha Campus, which provided a scholarship for advancing my knowledge and experience in Townsville, Australia. To my supervisor, Prof. Philip L. Pearce for his patient guidance, encouragement and advice throughout three years and one month of my PhD study. I have been extremely lucky to have a supervisor who cares so much about my work, and always responds to my questions so promptly. My appreciation also goes to Dr. Tracey Harrison-Hill, my associate supervisor who has provided me with guidance and support in the process of my study. To Robyn Yesberg who is always there when I need help and suggestions. To staff members in the School of Business who are helpful and supportive, Prof. David Low, Prof. Zhangyue Zhou, Dr. Steven Campbell, Dr. Laurie Murphy, Dr. Alf Kuilboer, Wendy and Lisa To my PhD candidates, (some of whom have graduated before me) who always provided support when I needed help: Huan Lu, Tingzhen, Mao-Ying, Tini, Amy Osmond, Junjie, Keiji, David, Cheryl, and Meen Hong To hotel operators who provided me with the data in Thailand; K. Udom Baantalaydao, K. Tawas Baan Bayan, K. Ben Assara Villa & Suite, Dr, Rungroj Hua Hin Grand Hotel, K. Kathawoot My Way Hotel, K. Naiyasit Jed Peenong Hotel, K. Tanachporn Tipurai hotel, K. Tanabodee Sea Horse hotel, K. Sarayuth, Let Sea, and K. Varaporn Sailom Hotel, Hua Hin, Prachaub Khirikhan, Chonburi, K. Sutham Woodland Hotel, K. Sopin Diana Resort, K. Chai Chonjan Hotel, K. Aekarath, the Tide Hotel, K. Sanpetch Long Beach Hotel, K. Supakorn Manita Boutique VII Hotels, K. Prayuth Montien Hotel, K. Seng VC Hotel, K. Rungtip Sun Beam Hotel, K. Nahm Baan Sattahip by the sea, K. Bootharik Roya Sirracha Hotel, Bangsaen and Pattaya, K. Yuthapong Watermill Resort, K. Big Ruen Mai Gham Resort, K. Nan Rai Thong Somboon, K. Nooth Pimai Inn, K. Setawan Korath Hotel, K. Oat Puranya Resort, K. Teoy Khayai Fasai Resort, K. Siriporn Leelawadee Resort, K. Pum Khaoyai Garden Lodge and K. Krisada Greenery Resort Khao Yai, Nakhon Ratchasima, To my Thai friends who make Townsville like home away from home, K. Tor, K. Mam Thai International Restaurant and staff, K. Kai, K. Oh Cherry Blossom Restaurant, K. Ladda Singthothong, Mr. Peter, Dr. Surin Maisrikoj, P Ping, Aek, Vit, Joy, Pheung, Kung, A.Nopadol (Kao), Amm, Bung, Noon, Mo, Pun and Peam. To my Townsville friends, who always provided me with guidance and support: Michael Huchchinson, and Jon Kurswell. More than everything, to my beloved family, my Dad, Prathom Tungsuk and my mom Sirinath Patsornkul, my elder sister and her family in UK, Ekorn, Geoffrey, Garreth Thomas and elder brother Pahol and Chomnaphas Tungsook, and especially my wife Pimrawee Rocharungsat and my son Jesrawee Thanksooks. VIII Abstract In Thailand, several different forms of accommodation have emerged in response to changing customer trends. The growth of domestic hotels is one part of this development. The studies in this thesis seek to document the origins of domestic Thai hotels as well as the present and the future views of these properties from the perspectives of guests and operators. The work has adapted the definition and concept of the domestic hotel from the description of specialist accommodation types used by Pearce and Moscardo (1992). Specifically, domestic hotels are owned by Thai personnel and the tourists who use these properties are mainly but not exclusively Thai citizens. The properties considered are not part of a consortium and provide personal interaction between the staff and guests. The domestic hotels of interest often have a special feature (a heritage or historic value) or provide special activities to the guests. They tend to have a moderate rather than a very large level of capital investment. In this thesis, the timeline of research was divided into three periods; the first section of interest traced the development of the domestic hotel in Thailand by exploring tourism growth in Thailand from 1962 to 2012; the second time period assessed the present perspectives of key stakeholders toward the current development of domestic hotels; and the third section of the work explored reactions to the future development of domestic hotels in the next 5-10 years. The first study (Chapter Three) was based on archival analysis and was designed to document the development of domestic hotels in Thailand in the last 50 years. Secondary data concerning Thai tourism and hotel development were explored and synthesised to identify the influential issues and understand the development of the domestic hotel and the hotel industry in Thailand. Eleven influential issues were identified as being significant for the development of domestic hotels. These influences were used to develop further studies. The perception of domestic tourists’ (Chapter Four) and hotel operators’ (Chapter 5) toward the issues shaping domestic hotel development were considered. Questionnaire and interviews were used to conduct the studies with 334 domestic tourists and 33 hotel operators from Prachaub Khirikhan, Chonburi and Nakhon Ratchasima provinces. These groups and IX locations were chosen because of their key roles in the domestic hotel sector. The analysis of variance statistical procedure was employed together with chi-square to assess the significant results in the data. In terms of similarities, domestic tourists and hotel operators had common perceptions of the importance of service quality, technology in the hotel, the benefits of domestic hotel locations, and the size of hotel operations. The hotel operators viewed the key influential incidents as the political crisis in Thailand in 2006 and 2010. The third study (Chapter Six) employed a scenario approach to explore and summarise perspectives of respondents concerning future domestic hotel development. The findings, again using analysis of variance and chi –square, revealed that operators were more positive concerning scenario 1 (High Growth) and scenario 2 (Moderate Growth) whereas domestic tourists supported scenario 3 (Low Growth). The differences and similarities in the perception among domestic tourists and hotel operators toward the influential issues and scenarios were seen as both likely to shape the future development of domestic hotels. Chapter Seven, the final chapter of this thesis, highlighted the core findings of each study. The highlights were then compared with the Tourist Area Life Cycle Model proposed by Butler (1980, 2006a) to understand the time-line of domestic hotel development and growth.
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