กลยุทธ์การปรับตัวของโรงแรม ภายใต้แนวคิดเวิร์คเคชั่น (Workation) : กรณีศึกษา โรงแรมเซ็นทรา บาย เซ็นทารา มาริส รีสอร์ท จอมเทียน โรงแรมเดอะเบย์วิว พัทยา โรงแรมเวอร์โซ หัวหิน และโรงแรมแอทที บูทีค
Workation is a tourism concept of working while travelling. The Workation Thailand project by the Tourism Authority of Thailand was a project that promoted such a concept and was one of the adaptive modes of the hotel. This research aimed to study the adaptation strategies of the hotel under the wor...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | |
| التنسيق: | Theses and Dissertations |
| اللغة: | Thai |
| منشور في: |
จุฬาลงกรณ์มหาวิทยาลัย
2022
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://digiverse.chula.ac.th/Info/item/dc:51848 |
| الوسوم: |
إضافة وسم
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| المؤسسة: | Chulalongkorn University |
| اللغة: | Thai |
| الملخص: | Workation is a tourism concept of working while travelling. The Workation Thailand project by the Tourism Authority of Thailand was a project that promoted such a concept and was one of the adaptive modes of the hotel. This research aimed to study the adaptation strategies of the hotel under the workation concept. The data were collected from four hotels participating in the Workation Thailand project in Chonburi and Prachuap Khiri Khan provinces pertaining to their operation, adaptation strategies and performance between 2020 – 2022, and were analyzed comparatively to bring about the concluding guidelines for that hotels to apply the workation concept.The results showed that 1) the Workation Thailand project offered products and services to the buyers. They were large companies who would like their employees to go for a workation, and the sellers were hotels that were interested in this group of customers. Its objective was to stimulate tourism, create new dimensions of tourism and upgrade workation businesses, and encourage the development of digital infrastructure, 2) the marketing strategy that the hotel emphasized was a differentiation strategy which was executed by creating an outstanding atmosphere inside the projects and focusing on increasing sales through the public sector and companies’ channels including the Workation Thailand project, 3) the physical strategies that the hotels concentrated on were updating the environment inside the hotels by adding more working stations, whose design might not yet comply with ergonomic principles, to the common area, together with improving the wireless internet system, and 4) the occupancy rates of the case study hotels showed an upward trend. The proportion of revenue from food and beverages was increased, and the proportion of selling through the public sector and companies tended to increase. The overall adaptation showed that the case study hotels operated independently, and mostly adapted the strategies and physical environment. However, the workation concept played a part in driving the adaptation strategy of the businesses of the four case studies. There were, however, various components and factors in a business’s performance under different contexts.The present study revealed that hotels participating in the projects were interested in adopting the workation concept to their businesses. It is suggested that the details of the Workation Thailand project should demonstrate clearer patterns and provide further support to the businesses regarding knowledge to develop the workation environment, ergonomic design, development of digital infrastructure, and budget allocation to companies or employees who were interested in workation. Collaboration with the locals should also be established to create the workation tourism ecosystem, and experts should be provided to upgrade the workation businesses in the future. |
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