Title: Increasing values of hotel business using boutique and lifestyle hotel concept

Authors: Thanitha Sangwichien; Kaedsiri Jaroenwisan

Addresses: Department of Business Administration, Faculty of Management Sciences, Prince of Songkla University, Hat Yai, 90112, Thailand ' Faculty of Management Science, Silapakorn University, Phetchaburi, 76120, Thailand

Abstract: This research focused on describing the investment potentials for boutique and lifestyle hotels in order to increase the values of hotel businesses in Hat Yai, Thailand. Surveys were conducted using 30 randomly selected awarding-winning boutique hotels in Thailand and 400 travellers in the city of Hat Yai. Results of multiple regression analysis revealed that the attributes which showed significant effect (p < 0.05) on the traveller's willingness-to-pay were star rating, brand and green responsibility. Moreover, the study indicated that the highest percentage of tourists spends on the average between 10,000-50,000 Baht (300-1,500 USD) per trip, and prefers rooms with modern designs and decorations. Most of the sample population also indicated that they are interested in staying at a boutique hotel in the Hat Yai area at a willingness-to-pay amount of around 2,500 Baht (75 USD) per night which is twice the average cost of hotel rooms in the area.

Keywords: willingness-to-pay; hedonic; hotel attributes; boutique hotel; lifestyle.

DOI: 10.1504/IJEPEE.2017.083895

International Journal of Economic Policy in Emerging Economies, 2017 Vol.10 No.1, pp.67 - 77

Published online: 26 Apr 2017 *

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