The Developing Customer Relationship Management Strategies for Accommodation Businesses in Bang Kachao, Samut Prakan Province

Abstract

         This research was conducted with three primary objectives: (1) to investigate the problems and obstacles of Accommodation Businesses in Khung Bang Kachao, (2) to analyze the business environment of these hotel businesses, and (3) to propose customer relationship management (CRM) strategies to enhance business potential. A qualitative research approach was applied, Using structured interview 16 Accommodation Businesses operators. Results of the content validity index of 1.00, and the collected data were analyzed using Thematic Analysis.

          The findings revealed four critical challenges faced by Accommodation Businesses: marketing and customer acquisition, operational management, technology and innovation, and legal and environmental issues. Business environment analysis through SOAR Analysis indicated significant strengths, including the reputation of Khung Bang Kachao as a prominent ecotourism destination, the uniqueness of accommodations, strong community engagement, and convenient access to eco-friendly activities. Opportunities arose from domestic tourism growth, shifting tourist behaviors, the influence of social media, continuous improvements in transportation, the rise of sustainable tourism trends, and government support. The aspirations of homestay operators emphasized becoming model businesses, serving as hubs for recreation and wellness, building hierarchical community networks, and achieving regional brand recognition. Expected outcomes included increased guest numbers, higher revenues, enhanced environmental sustainability, improved customer satisfaction, high online review scores, and certification of homestay standards. Based on these results, three stages of customer relationship management strategy were proposed. The first stage, attraction, aims to raise awareness and engage new customer segments through storytelling, digital experiences, and influencer or customer review campaigns. The second stage, relationship building, focuses on loyalty programs, personalized services, and interactive communication via social media to foster stronger customer bonds. The third stage, retention, seeks to maintain long-term relationships through customer reviews, referral programs, and continuous communication. These findings highlight that well-structured customer relationship management strategies, integrated with local context and sustainable tourism principles, can significantly enhance the sustainability and competitiveness of Accommodation Businesses in Bang Kachao.