การศึกษาแนวโน้มของการประยุกต์ใช้แนวความคิดทางการตลาด ในธุรกิจโรงแรม / ศุภสิทธิ์ ศรีสอาดรักษ์ = A study on the tend of applying marketing concepts to hotel business / Supasith Srisa-Ardrukh
As generally known, the tourist industry is a large and fast growing industry of Thailand because it is still likely to remain one of the country’s top five foreign exchange earners as it has been in for several years. Tourism ranked third in 1978 (BE. 2521) and it became the second highest revenue earner for the country after rice in 1980 (BE.2523) Hotel industry is an important tourist-related business because the tourist industry will not operate well unless the hotel industry operates well. Live or Six years ago, when the tourist industry grew at a rapid rate, the hotel business was one of the most profitable in the country. The trend prompted investors to seek promotional privileges for new hotel projects-a great number of which were granted. The hotel industry can see many changes in 1981 (BE. 2524) and it can be expected to see many more new developments in 1982 (BE. 2525) with the large increase in room capacity. The fastest increase in the number of rooms is in Bangkok, due mainly to heavy promotion by the government in the past two years. Expecting high growth in the tourist industry, the Board of Investment granted promotional privileges for construction of several new hotels. Motel room capacity is expected to grow out of proportion to the increase in the number of tourist arrivals, due to the construction of new .hotels, extensions and renovations work in Bangkok. This condition is making hoteliers recognize that hotel business will become much more competitive than before. Facing increasing competition, hotel business has been faced with high hotel tax, higher Operating Expense, Property tax and electricity costs. The other environment factors also affect hotel industry are Thailand's poor publicity abroad, local crime rate and slow and inefficient development of new tourist destinations in the provinces. From data and interviewing hotels in Bangkok area which were surveyed from March to April 1982 show the interesting points regarding their operation : (A) In the past, the hoteliers applied and implemented marketing in their operation less than present operation and there is the trend to apply and implement marketing concept in their future operation much more than their present operation. This may be because future business must come from new groups of people and hotels must cater to the needs and tastes of markets. This is the role of marketing which will play a prominent role in the hotel industry. Tomorrow's hotels and services will be based on what the quest wants and likes-not merely on what the hotelman thinks or decides the quest will want. (B) Some of the hotel business problems which have been ignored in the past may now be reviewed by both private and government sectors. Some chronic problems as unbalanced growth rate in hotel business, high hotel tax and operating cost, oversea publicity, local crime rate and the development of new tourist resorts or destination are likely to be given priority in the consideration.
