Abstract
This research focused on describing the investment potentials for boutique and lifestyle hotels in order to increase the values of hotel businesses in Hat Yai, Thailand. Surveys were conducted using 30 randomly selected awarding-winning boutique hotels in Thailand and 400 travellers in the city of Hat Yai. Results of multiple regression analysis revealed that the attributes which showed significant effect (p < 0.05) on the traveller's willingness-to-pay were star rating, brand and green responsibility. Moreover, the study indicated that the highest percentage of tourists spends on the average between 10,000-50,000 Baht (300-1,500 USD) per trip, and prefers rooms with modern designs and decorations. Most of the sample population also indicated that they are interested in staying at a boutique hotel in the Hat Yai area at a willingness-to-pay amount of around 2,500 Baht (75 USD) per night which is twice the average cost of hotel rooms in the area.
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