The Guesthouse Business in Chiang Khong District, Chiang Rai Province after Completion of the 4th Thai-Lao Friendship Bridge (Chiang Khong – HuayXai)

Abstract

The purposes of this study were 1) to examine context of guesthouse business in Chiang Khong District after completion of the 4^th Thai-Lao Friendship Bridge (Chiang Khong – Huay Xai) and 2) to investigate marketing mix factors affecting guesthouse business in Chiang Khong District after completion of the 4^th Thai-Lao Friendship Bridge (Chiang Khong – Huay Xai).

            The in-depth interview and questionnaire were used to collect the data with 385 participants which included guesthouse entrepreneurs or owners in Chiang Khong District, and customers of guesthouses in Chiang Khong District. The data was analyzed for mean, percentage, and standard deviation.

            The results showed that:

1. The context of guesthouse business in Chiang Khong District after completion of the 4^th Thai-Lao Friendship Bridge (Chiang Khong – Huay Xai) involved 7s organizational strategies analysis i.e. (1) Strategy (2) Structure (3) Style (4) System (5) Staff (6) Skills and (7) Shared Value
2. The marketing mix factors affecting the guesthouse business in Chiang Khong District, in overall, was found at the high level (= 4.11) covering 7 aspects. The aspect showing the highest effect was price (= 4.32), followed by promotion (= 4.28), product or service (= 4.23), physical environment (= 4.17), place (= 4.06), people (= 3.90), and process (= 3.80) respectively.