Planning and Development of International Hotel Chain Businesses Based on the Bio-Circular-Green (BCG) Economy Model: A Phenomenological Study in Bangkok
Keywords:
planning, BCG Model, international hotel chainsAbstract
The objectives of this research aimed to: 1) study the service standards of international hotel chains; and 2) examine the business planning and development models of international hotel chains based on the BCG Model. It is qualitative research using the phenomenology methodology. Data was collected through in-depth interviews with key informants, including 12 mid-level hotel managers with no less than 3 years of management experience from 12 international hotel chains in Bangkok. The study's findings revealed that: 1) Hard customer-defined standards focus on sales promotion activities and enhancing service capacity, while Soft customer-defined standards emphasize improving employee service quality and attention to detail through organizational culture; and 2) the BCG Model consists of: (1) Bio Economy (B), which emphasizes the efficient use of biological resources; (2) Circular Economy (C), which promotes the reuse and maximization of material utility; and (3) Green Economy (G), which focuses on long-term solutions to ecological pollution caused by business operations. The application of the BCG Model enables international hotel chains to effectively control operational processes, optimize cost efficiency, and limit resource consumption and waste generation, thereby mitigating environmental impacts on stakeholders and surrounding areas while supporting sustainable business development.
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