Creating Tailored Experiences for Thai LGBTQIA+ Tourists to Achieve a Competitive Advantage in the Context of Hotel Businesses in Thailand
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Abstract
This academic article aims to propose a guideline for creating tailored experiences for Thai LGBTQIA+ tourists to achieve a competitive advantage in the context of the hotel business in Thailand. The article presents a set of interrelated concepts that link tourist experiences with hotel business services. Information has been synthesized from relevant documents, textbooks, academic articles, and research papers. The conceptual foundation includes 1) LGBTQIA+ tourist behavior, 2) tourist experience design in the hotel business context, 3) service marketing strategies, 4) brand equity of products and services, 5) service quality and 6) perceived customer value. These concepts serve as tools for understanding the needs of Thai LGBTQIA+ tourists and for enhancing their travel experiences. This approach is useful for hotel business operators to apply in improving their services by creating memorable experiences, embracing diversity, ensuring equality, delivering flawless service, and offering distinctive features. These factors help build customer confidence, strengthen perceived value, foster satisfaction and loyalty toward the brand and service, encourage word-of-mouth recommendations, and promote repeat visits.
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