Value Creation Strategies for Enhance Competitiveness of Hotel Business to Effectiveness Move Forward

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Nattawut Maopraman
Chadmanee Prathumthong
Kaedsiri Jaroenwisan
Nutrada Maimala
Wannawanat Nongnuch
Daorung Fakthong
Tipkanok Wiangkum


The hotel business has been affected by the epidemic of the COVID-19 as continually occurring. Each hotel has implemented strategies to deal with problems and obstacles in a variety of ways to let the business go through the crisis and survive the changing business environment, including supply and demand. This article aimed to bring out a concept for creating value that could be applied as a strategic direction for the hotel business today and in the future. The value creation strategy is consisted of 4 concepts: (1) experiencescape; (2) service innovation; (3) modern hotel staff's attributes; and (4) creating a sustainable image and digital marketing. These concepts will benefit the hotel business in terms of integrating and adapting the suitable strategy used for each specific type of hotel business as a way to create an overall "value" experience for guests, staff, and the hotel owners. Moreover, the perception of value plays a vital role in arousing customer satisfaction and the behavioral intentions of future guests, thereby giving rise to staff satisfaction, which leads to a reduction in the cost of recruiting, training, and staff placement. Accordingly,  implementation of the value creation strategy could strengthen the differentiation and competitiveness of hotels, which is considered a long-term business success.

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How to Cite
Maopraman, N., Prathumthong, C., Jaroenwisan, K., Maimala, N., Nongnuch, W., Fakthong, D., & Wiangkum, T. (2022). Value Creation Strategies for Enhance Competitiveness of Hotel Business to Effectiveness Move Forward. Journal of Multidisciplinary in Humanities and Social Sciences, 5(4), 1775–1794. Retrieved from
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