Marketing information and knowledge in boutique hotels: A qualitative study

The popularity of boutique hotels brings more intense competition to the hospitality industry in Chiang Mai, Thailand. The entrepreneurial hotel owners, who are mostly architects, introduced the unique designs, personalized accommodation and service facilities to differentiate themselves from conven...

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Main Authors: Ek Bunchua, Nopasit Chakpitak
Format: Journal
Published: 2018
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Online Access:https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=79952952229&origin=inward
http://cmuir.cmu.ac.th/jspui/handle/6653943832/49779
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Institution: Chiang Mai University
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spelling th-cmuir.6653943832-497792018-09-04T04:17:58Z Marketing information and knowledge in boutique hotels: A qualitative study Ek Bunchua Nopasit Chakpitak Business, Management and Accounting The popularity of boutique hotels brings more intense competition to the hospitality industry in Chiang Mai, Thailand. The entrepreneurial hotel owners, who are mostly architects, introduced the unique designs, personalized accommodation and service facilities to differentiate themselves from conventional hotels, resorts and guesthouses. However, these entrepreneurs often lack a background of business and marketing, so they need to augment their marketing strategy in order to survive in an over-supply market. The success depends on the recognition of marketing information and transformation such information into marketing knowledge, which combines to the management experience. This study aims to investigate the current use of marketing information system (MkIS) in boutique hotels, and to identify the body of marketing knowledge which derives from the combination of personal experience and the available information. Most MkIS applications are designed to fit the requirements of large enterprises, while this study reflects the customization of marketing information and knowledge management system in the context of small boutique hotels in order to attract and retain their customers. © Common Ground, Ek Bunchua, Nopasit Chakpitak, All Rights Reserved. 2018-09-04T04:17:58Z 2018-09-04T04:17:58Z 2011-03-28 Journal 14479524 2-s2.0-79952952229 https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=79952952229&origin=inward http://cmuir.cmu.ac.th/jspui/handle/6653943832/49779
institution Chiang Mai University
building Chiang Mai University Library
country Thailand
collection CMU Intellectual Repository
topic Business, Management and Accounting
spellingShingle Business, Management and Accounting
Ek Bunchua
Nopasit Chakpitak
Marketing information and knowledge in boutique hotels: A qualitative study
description The popularity of boutique hotels brings more intense competition to the hospitality industry in Chiang Mai, Thailand. The entrepreneurial hotel owners, who are mostly architects, introduced the unique designs, personalized accommodation and service facilities to differentiate themselves from conventional hotels, resorts and guesthouses. However, these entrepreneurs often lack a background of business and marketing, so they need to augment their marketing strategy in order to survive in an over-supply market. The success depends on the recognition of marketing information and transformation such information into marketing knowledge, which combines to the management experience. This study aims to investigate the current use of marketing information system (MkIS) in boutique hotels, and to identify the body of marketing knowledge which derives from the combination of personal experience and the available information. Most MkIS applications are designed to fit the requirements of large enterprises, while this study reflects the customization of marketing information and knowledge management system in the context of small boutique hotels in order to attract and retain their customers. © Common Ground, Ek Bunchua, Nopasit Chakpitak, All Rights Reserved.
format Journal
author Ek Bunchua
Nopasit Chakpitak
author_facet Ek Bunchua
Nopasit Chakpitak
author_sort Ek Bunchua
title Marketing information and knowledge in boutique hotels: A qualitative study
title_short Marketing information and knowledge in boutique hotels: A qualitative study
title_full Marketing information and knowledge in boutique hotels: A qualitative study
title_fullStr Marketing information and knowledge in boutique hotels: A qualitative study
title_full_unstemmed Marketing information and knowledge in boutique hotels: A qualitative study
title_sort marketing information and knowledge in boutique hotels: a qualitative study
publishDate 2018
url https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=79952952229&origin=inward
http://cmuir.cmu.ac.th/jspui/handle/6653943832/49779
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