Strategic Analysis of Small Hotel Management in the Digital Economy Age: A SWOT-Based Evaluation in Muang District, Chiang Mai Province
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The purpose of this article was to examine the strategic management of small hotels in Muang District, Chiang Mai Province in the Digital Economy Age. The sample was two small hotels: Micasa Thaphae Hotel and Thapae Place, both located in high-tourism areas of Muang District. They were selected by purposive sampling based on their recent reopening and new ownership in 2024. The instrument for collecting data was a focus group discussion guideline. Data was collected from eight key informants in each hotel, including the General Manager/Owner, Front Office Manager, Food and Beverage Manager, Housekeeping Manager, Receptionist, Security Guard, Sales and Marketing Staff, and Front Desk Agency Representative. Data were analyzed using descriptive approach and content analysis.
The research results were found as follows: 1) Internal strengths included strategic location, personalized service, and flexible management, while internal weaknesses were limited digital infrastructure and structural rigidity. 2) External opportunities consisted of digital marketing channels and growing tourism demand, whereas threats included increasing competition and changing customer expectations. 3) Strategic directions from the TOWS matrix included: Aggressive strategies: enhancing digital marketing and niche targeting, Development strategies: partnerships with external stakeholders, Defensive strategies: improving service stability and risk management, and Survival strategies: accelerating digital transformation and organizational adaptability. The findings contribute to practical implications for small hotel operators and strategic planning in Muang District, Chiang Mai Province.
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