THE INFLUENCING CONTEXTS OF ORGANIZATIONAL IMPLEMENTATION STRATEGY TOWARD ACCOMMODATION BUSINESS IN THAILAND
Keywords:
Business Influencing Context, Implementation Strategy Development, Tourist Accommodation BusinessAbstract
The purpose of this study is to investigate the essential influencing contexts in business environment for implementation strategy for accommodation business in tourist destinations in Thailand. This study is a qualitative study that attempts to identify the influencing business contexts that contribute to the successful business implementation strategy. The influencing contexts in business from the study are organizational, technological, and environmental contexts. To put the light on how these are perceived as the influencing factors to business implementation strategy, the semi-structure interview was conducted for collecting data. The key informants were hotel owners, hotel representatives, general managers, and those in management level, participated in hotel implementation strategy’s consideration. The study was conducted from sixteen accommodations. They are all located in four tourist destinations of Thailand including Chiang Mai, Bangkok, Pattaya, and Phuket. From the result of the interviews, it indicated key factors in each context; four factors found in organizational context, four factors in technological context and two factors in environmental context which greatly affected business implementation strategy development. It was also found that the business implementation strategies from these accommodations were different depending on the types of accommodation and services provided. However, with the tourist area limitations of the study, it was important to consider how to apply some useful points in this study to other tourist destinations in different areas
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