Exploring Marketing Strategies of Boutique Hotels in Phuket During Green Season
Keywords:
Marketing Strategy, Service Industry, Promotion, Green season, Boutique HotelsAbstract
The purpose of this study is to study marketing strategies during green season of boutique hotels in Phuket. A researcher adopted a qualitative methodology used an in-depth interview with the 20 owners and/or general managers of the hotel by snowball technique and analyzed as the content.
A result of the study revealed that the current marketing strategies of boutique hotels in Phuket during green season are firstly focusing on promotion, followed by price, process, product, people, physical evidence, and place respectively. The hotels affiliate the online-travel agents (OTAs) to launch their promotion as another channel apart from their sales representation and their own websites.
Moreover, some hotels work with the corporate companies by offering special package for MICE with the limitation for small groups not more than 50 persons. It makes the hotel can earn more income during the green season while some hotels spend time during green season to renovate their properties to be ready for the high season.
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