Sustaining Tourism: Homestay supply chain strategies in Phra Nakhon Si Ayutthaya after COVID-19

Abstract

This research delves into enhancing tourism development in Phra Nakhon Si Ayutthaya Province post the COVID-19 pandemic, with a specific focus on managing the tourism supply chain, particularly homestays. Amidst the challenges posed by the pandemic, understanding how homestay businesses can contribute to this enhancement becomes pivotal for sustainable tourism growth. The primary objective of this study is to investigate the role of tourism supply chain management, specifically homestays, in fostering tourism development in Phra Nakhon Si Ayutthaya Province after the COVID-19 pandemic. This involves examining the strengths, weaknesses, opportunities, and threats of homestay businesses, as well as analysing the material, information, and financial flows within their supply chain. A qualitative approach was employed, utilizing semi-structured interviews, purposive sampling, content analysis, and triangulation techniques. The study encompassed a final sample size of 35 individuals directly involved in homestay businesses in the region. These methodologies were chosen to comprehensively understand the dynamics of tourism supply chain management in the postpandemic scenario. Through the analysis of strengths, weaknesses, opportunities, and threats of homestay businesses, significant findings emerged. Homestay businesses highlighted strengths in providing personalized activities and services, prioritizing safety measures, effective communication, and preparation, supporting local communities, efforts in environmental conservation, and sound financial management practices. These strengths underscored their adaptability to pandemic challenges, maintenance of high customer satisfaction, generation of income for local communities, preservation of traditions, sustainable tourism practices, and stable financial operations. Based on the findings, several recommendations are proposed to further enhance the role of homestay businesses in tourism development. These include fostering partnerships between homestay businesses and local authorities for infrastructure improvement, leveraging technology for efficient communication and booking management, promoting community engagement initiatives, implementing sustainable tourism practices, and providing financial support and training programs for homestay owners to enhance their financial management skills.