Entrepreneurial Management Model for Hospitality and Tourism Category of Successful Youtubers in Thailand
DOI:
https://doi.org/10.14456/nrru-rdi.2024.24Keywords:
Social Media Influencers, Business Owners, Tourism & Hospitality, Success ManagementAbstract
Background and Objective: The growth of the YouTube platform has provided a channel for generating income from sponsorships and advertising. Therefore, this research aims to study the current situation, problems, opportunities, overall competition, strategies, management models for the future approach, and the creation of success for successful YouTube entrepreneurs in tourism and hospitality in Thailand.
Methology: Qualitative research, target groups were determined by specific selection of key informants, who were YouTube entrepreneurs using a personal sampling method, with no less than 8 people and a group of 5 experts. The study analyzed 9 YouTube channels operated by these entrepreneurs. Data were collected using a semi-structured interview with a content validity between 0.50 to 1.00. Interviews were conducted individually via email, and content from the websites. The analysis and interpretation were performed, and the content extraction was conducted to convey the meaning of the messages and texts linking relationships through pattern analysis.
Results: The key findings include: 1) Currently, the YouTube business in the tourism and hospitality focus on sharing travel experiences, services, and food. 2) Most problems arise from YouTube's policy restrictions and revenue sharing. 3) Differentiation in content creation tools and unique storytelling enhances to further YouTube channels, helping to build audience trust and long-term engagement. 4) The competition overview is related to product development, communication, relationship-building, innovation to attract audiences, content creation skills, branding, and presentation. And 5) effective strategies include online marketing strategies. Success-oriented management models include content creation, marketing, data analysis, brand building, financial management, technology usage, networking, continuous development, relationship management, and creativity.
Discussion: The current overview of the business is strongly related to online marketing strategies, emphasizing on management models and approaches that can be applied to increase value and income for YouTube businesses in the tourism and hospitality in Thailand.
Suggestion: Influencer marketing strategies and content enhancement techniques should be applied to improve and develop YouTuber businesses, encouraging long-term economic, social, and environmental potential.
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