A Development Model for Hotel Entrepreneurs’ Tourism Services Based on the White Tourism Approach in the Eastern Coastal Tourism Area under the Gross Economy Model

Abstract

Background and Objectives: The development of sustainable tourism services has become increasingly important for enhancing the competitiveness of hotel businesses and responding to the changing expectations of tourists. The White Tourism approach emphasizes environmentally friendly, clean, safe, and sustainable tourism services, while the Bio-Circular-Green (BCG) Economy Model provides a framework for promoting economic development through the efficient use of resources, environmental responsibility, and sustainable business practices. This research aimed to 1) examine the input factors involved in the development of hotel entrepreneurs in terms of tourism services, 2) analyze the development process based on the ADKAR model for change, 3) explore the expected outcomes of the development model for hotel entrepreneurs, and 4) assess the achievement of the model in enhancing the service standards of hotel groups in the eastern coastal tourism area.
Methods: This study employed a qualitative research approach. The key informants were individuals directly involved in the development of hotel entrepreneurs and tourism services. Data were collected through in-depth interviews with 27 key informants and a focus group discussion with eight participants. The research instruments consisted of in-depth interview guidelines and focus group discussion guidelines. The collected data were analyzed using content analysis to identify significant themes related to the development factors, change processes, expected outcomes, and improvement of hotel service standards.
Results: The findings revealed that the development of policies and practices for hotel entrepreneurs and tourism services was consistent with the principles of the Bio-Circular-Green (BCG) Economy Model. Several hotels had begun adopting clean technologies and environmentally friendly and sustainable materials in their operations; however, continued support from government agencies was considered necessary to strengthen and expand these practices. The ADKAR model served as an important process for facilitating change among hotel entrepreneurs. The process began with providing relevant information and creating awareness of the benefits of developing environmentally friendly hotels, followed by strengthening knowledge and supporting the application of new methods and practices. The development of sustainable technologies and environmentally conscious hotel operations also enhanced the competitiveness of hotel businesses by enabling them to better respond to tourists who value White Tourism. Furthermore, the service standards of hotel groups were improved through the adoption of sustainable technologies and environmentally friendly materials, which contributed to higher service standards, greater hotel credibility, and increased long-term business competitiveness.
Application of this study: The findings can be applied as a development framework for hotel entrepreneurs seeking to improve tourism services in accordance with the White Tourism approach and the BCG Economy Model. Government agencies and relevant tourism organizations can use the model to design training, knowledge-development activities, and support mechanisms that facilitate the adoption of clean technologies, sustainable materials, and environmentally responsible service practices. The ADKAR model can also be applied as a practical framework for managing behavioral and organizational change among hotel entrepreneurs.
Conclusions: The development model demonstrates that integrating the White Tourism approach with the BCG Economy Model and the ADKAR change-management process can support the transformation of hotel businesses toward more environmentally responsible and sustainable tourism services. The model contributes to improving hotel service standards, strengthening credibility, and enhancing the long-term competitiveness of hotel entrepreneurs in the eastern coastal tourism area.