Five Forces Models Affecting Small Hotel Entrepreneurs in Muang Districts of Southern Border Provinces

Abstract

The study of “Five Forces Models Affecting Small Hotel Entrepreneurs in Muang Districts of Southern Border Provinces” aimed at 1) studying the economic and social backgrounds business development concepts 2) analyzing the five forces models. This study is qualitative research. The sample group consisted of small hotel business operators in Mueang Districts in the three southern border provinces. Divided into the hotels in Mueang District, Pattani Province, Mueang District, Yala Province, and Mueang District, Narathiwat Province. By interviewing Thai-Chinese entrepreneurs/Thai-Buddhist entrepreneurs/ Thai-Muslim entrepreneurs, there were 9 entrepreneurs. The research was conducted using semi-structured interviews. The research results showed that 1) concerning the economic and social backgrounds as well as the business development concepts, entrepreneurs were local people. Most of them were self-proprietorships or worked for family business as they perceive business opportunities and then wished to expand their family's 2) The five forces could be classified into 1) threats from new competitors, social media technology, price, capital, newness of competing hotels and policies to stimulate the economy of the government, 2) threats from substitutes in terms of price, novelty, and legal gaps, 3) bargaining power of customers room rates at the same level, enabling them to choose that they mainly like 4) high bargaining power of the sellers causing the problem of price gouging occurred have low bargaining power 5) quite high competition in the industry in terms of the number of competitors as well as online channels and funds.