PERCEPTION AND ADAPTATION OF SMALL HOTEL BUSINESS ON THE IMPACT OF SOCIAL CHANGE PHENOMENON

Abstract

The Chiang Mai economy has a high independence on the tourism sector. Almost half of the hotels located in the Mueang district of Chiang Mai are small hotels, with the world currently undergoing rapid and drastic changes in every dimension, including social, economic, political, and technological, making the tourism situation uncertain according to constant changes. The objectives of this research are 1) To study the perception of the impact of the social change phenomenon among small hotel entrepreneurs in Mueang Chiang Mai. 2) To study the adaptation of small hotel entrepreneurs in Mueang Chiang Mai. 3) To identify the relationship between the perceived impact and adaptation to the social change phenomenon of small hotel entrepreneurs in Mueang Chiang.

The research found that small hotel entrepreneurs in Muang district, Chiang Mai province, have a perception of the impact on the phenomenon of social change at a high level. The ability of adaption to the phenomenon of social changes of small hotel entrepreneurs in Mueang district, Chiang Mai province, at the highest level. As for the relationship between perception and adaptation to the phenomenon of social change, it was found that, in terms of Marketing, Tourist Behavior and Travel Season were related to the ability of adaption of the small hotel entrepreneurs in Mueang district, Chiang Mai province. And the research also found that the perception of the impact on changing Customer Groups, Business Cost and Public Relation Formats have no relationship to the adaptability of small hotel entrepreneurs in Mueang district, Chiang Mai province.