Adaptation Guideline for Survival of Homestay Entrepreneurs to Foster Sustainable Experiential Tourism in Thailand’s Era of Business Disruption
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Abstract
This research aimed to investigate and identify an adaptation guideline for survival of homestay entrepreneurs to foster sustainable experiential tourism in Thailand’s era of business disruption, focusing on key factors enabling these businesses to sustain and grow amidst volatility. A qualitative research approach, drawing from grounded theory and focus group discussions, was employed. In-depth interviews were conducted with 152 high-performing homestay entrepreneurs across Thailand, selected through purposive sampling based on predefined criteria. Data collection utilized open-ended structured interviews, with analysis performed using substantive and relational coding to construct a conceptual model. The research process involved four main steps: 1) reviewing relevant literature and research reports; 2) collecting data and identifying initial components; 3) analyzing and synthesizing these components; and 4) validating and confirming the appropriate strategies through a seminar with 9 experts to enhance result credibility. The research findings revealed that the adaptation guideline for survival of homestay entrepreneurs to foster sustainable experiential tourism in Thailand’s era of business disruption comprised five core components: (1) Demand Responsiveness Management, (2) Digital Business Transformation, (3) Mindset Transformation, (4) Valuable Resource Management, and (5) Professional Entrepreneurship. These core components are further supported by 11 significant indicators, including: defining effective vision and strategies; establishing appropriate organizational structures and resources; fostering an organizational culture that supports service innovation across all dimensions; developing suitable digital platform applications for services; building adaptive leadership teams committed to systematic service innovation; cultivating innovative habits in staff for quality output; creating unique atmospheres and ecosystems; implementing effective knowledge management and exchange; encouraging creative mindsets and behaviors; and fostering digital learning motivation throughout the organization. The discovered strategies serve as a crucial and highly useful conceptual framework to support homestay entrepreneurs in adapting, transforming their businesses, and surviving sustainably in the current highly volatile business environment.
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