research proposal

Boutique Hotels in Thailand Sample Essay

Boutique Hotels in Thailand


The idea of boutique hotel has been widely embraced across North America and the United Kingdom to mean hotels that have more than ten rooms characterized with luxurious amenities founded in intimate locations and with full service lodgings. They are often tailor made to offer high quality services and in an intimate, luxurious, unique and comfortable setting that is not likely to be found in any normal setting which regular hotels homogeneity are found (Balekjian, 2011).

Background of the Study

The importance of creating boutique hotels has been an essential evolution that has continued to be part of the vast developments experienced in cultural tourism. While the concept can be traced back to the 1980s, its evolution is imperative and is highly related to the growing interests that individuals have employed in history, art and cultural heritage.

According to Berger& Chiofaro (2007), international hotel chains rapid growth led to the creation of a more standardized idea that would be utilized to define the facilities in the vast majority. This led to the initiation of the idea of box hotel, which is characterized by homogeneity in facilities and products offered in the hotel industry.

Lack of differentiation between majority of products and services offered in the hospitality industry eventually saw to the growth of McDonaldization of the industry where many hotels would be characterized with products and services available across the globe among other features.

However, this kind of development aggravated the introduction of a counter movement that was enhanced by clients who sought hotels with unique sophistications to match their unique lifestyles (Aliukeviciute, 2010). The need to integrate a high sophistication level as well as innovativeness additionally led to the growth of new lifestyle hotels characterized with exceptional designs and hotel niches.

The term boutique was therefore introduced to provide a generic definition of niches that were characterized by unique designs tailor made for expression of classic lifestyle. Some of the unique features of such hotels were first witnessed in Las Vegas in 1981 where unique features were tailor made to replicate cities among other unique features.

The Hotel Vintage Court, a hotel with an exceptional theme was established in 1983 in San Francisco (Tidti, 2009). This marked the turning point of rapid development of interior trends that also marked the boutique hotels’ unique features. The initiation of boutique hotel concept also generated new public recognition of such hotels in 1994 and it led to development of lifestyle hotels across many parts of the globe including New Zealand, United Kingdom and North America.

Such developments can be closely linked to a wide range of choices that the hotels offer and have continually made while offering hospitality products as they seek to ensure their guests are served with an exceptional cultural experience (Nagovisyna, 2012).

Statement of the Problem

Companies operating in the hospitality industry have continued to look for ways to expand their business as the rate of losing clients has continued to threaten their existence. This has led to rapid implementation of marketing strategies in the industry that has witnessed growth in boutique hotels.

Even though business owners have continued to employ a wide range of management strategies designed to ensure boutique settings are distinct from the traditional hotel set up, no study has been carried out to investigate how the rapid development of the hotels has affected regular hotel operations in Thailand.

There are also different studies that have been carried out to try and investigate how the entities designed new strategies to acquire and retain a high number of clients operating in the region. The studies have been however considered inadequate based on the fact that they do not indicate how the development of the hotels has affected normal operations of regular hotels in the region (Klumbis, 2003).

This study will therefore be quite essential in filling different gaps that have been identified as a way of establishing means by which rapid boutique hotels in Thailand has influenced the operations of normal hotels.

Justification for the study

Rapid tourism industry growth in Thailand is expected to continue as the economy of the country has continued to register positive growth with a solid GDP. According to Lang (2013), tourism in the country’s market is indicating a significant recovery from global instability state as a result of severe financial crisis and political turmoil. As the number of tourists visiting the country is expected to grow, developing different factors that may impact performance quality and productivity in the industry is subsequently imperative.

This is attributed to the fact that tourists visiting the region are mainly attracted by unique features of boutique hotels, which are rarely found in regular hotels. According to Lo (2012), superb attention is also given to specific boutique hotels details that make them stunningly attractive and unique.

Managers in the institutions maintain an incredible ambience attracting visitors from across the globe. The hotels also employ a unique collection of styles offering a unique experience that tends to be quite rare in regular hotels.

Research to topic

This paper aims at investigating unique features of boutique hotels that influence the decisions of tourism choices as a way of determining the reasons behind rapid expansion of the hotels in Thailand and how they affect regular hotels performance. The specific questions that will be utilized to guide the study include

  • Which unique features attract tourists into the boutique as opposed to regular hotels in Thailand?
  • What effect has the tremendous growth in boutique hotels had on regular hotels?
  • How does clients taste and preference of the people of Thai compare to the type of hotel from which they seek for hospitality products and services
  • How does quality of services of boutique hotel compare with the regular hotel?

Literature Review

Participants in any given market in most cases go after recognition of unique features which can be distinguished in the purchasing behaviors of certain consumer groups via creation of market niches. According to Tidti (2009), marketers can as a result enhance segmentation factors in the market to ensure the business niches narrow down in terms of target population to a given sub group that is quite distinct in lifestyle decisions.

Market segregation via creation of market niches has also been well employed in the hotel and travel industry as participants aim at enhancing their competitiveness level via increased productivity.

Empirical framework

Distinct and unique qualities of boutique hotels have continued to attracted distinguished tourists whose tastes and preferences have been impacted by the exceptional characteristics. A study carried out by Chan (2012) revealed that user features are among the most essential factors affecting decisions made by tourists seeking hospitality services from boutique hotel. Chan also found out that unique and cleanliness of location is some of the most significant features that tend to attract more tourists and in the end, impact their ultimate choice for boutique hotels.

According to Mattila (2010), the hotels are additionally characterized with well-maintained chambers, attractive locations and secure environments and courteous staff offering quality services. This affected the decisions made by repeat clients who will always seek unique experiences offered by the hotels.

Affordability is also an essential feature that impacts the decisions made by tourists who seek hospitality services in boutique hotels. A study that was carried out by Naqshbandi & Munir (2011), revealed that tourists are in most cases attracted by exceptional characteristics evident in the interior of boutique hotels as they offer luxurious experience that cannot be found in traditional hotels.

Naqshbandi & Munir also found out that many luxurious tourists considered the decision of having interior featuresProofreading-Editing in traditional hotels as not appealing and non-arousing thus, the dire need to seek luxurious experiences in boutique hotels. Additionally, experiential relationships are essential features that can be utilized to explain the decisions made by tourists to consider the products and services offered in the hospitality industry, more specifically boutique hotels.

A study that was carried out by Nixon (20110, revealed that many tourists seek unique hospitality avenues where they can experience unique cultural attributes among other features that they may have not experienced in the past. This paper reveals that tourists are mainly attracted by sensory and experimental unique features found in boutique hotels.

Theoretical Framework

Some theories can be used equally to explicate unique trends that tourists display in relevance to their search for hospitality services, which, tends to focus more on the boutique establishments more than regular hotels. According to the Maslow’s hierarchy of needs, this can be explained depending on various client needs and expectations affecting their decisions to consider boutique hotels products and services.

Individuals according to the theory often have basic needs as well as expectations that trigger their decisions to consider more favorable avenues where their needs can be fully addressed. This can also help to provide a clear understanding as to why tourists seek high quality hospitality services in boutique setups where their expectations and needs to feel higher or dignified level of luxury can be met (Chan, 2012).

The service quality model can also explain the reasons behind the decisions of tourists to consider hospitality services in boutique hotels. The theory explains that quality of services often impact perceptions of past experiences originating from analysis of general performance. Clients also make decisions on the need to look for repeated services if their experiences in the past revealed a high satisfaction level exceeding their expectations.

The theory is therefore essential in explaining how clients continually settle for hospitality services in boutique setups where the services surpass their expectations and is not usually the case in regular hotels (Tidti, 2009).

Summary and Conclusion

It is clear that extensive scholarly work has been carried out to evaluate different aspects related to the choices of tourists to settle for boutique hotels as opposed to regular hotels. Evidence from scholarly research indicate different features affecting their choices thus contributing to the growth of trends where tourists relate to in the search for hospitality services in boutique hotel setups.

Even so, the research failed to describe the different effects of the developments on regular hotel operations and how they impact the preferences of clients in regard to their products and services. The study as a result aims at filling this gap by carrying out an extensive investigation in relevance to the growing boutique hotels trend in Thailand as a way of determining their impact on regular hotels.


This research seeks to explore unique features attracting tourists into the boutique hotels as a way of determining their effect on the growth trend of the hotels as it is bound to have on regular hotels. The study will also employ a qualitative approach to data collection to ascertain that questions used in the research are responded to sufficiently.

According to Marshall S (1996), qualitative approach to research is essential as it creates room for flexibility when examining significant issues while dropping unproductive areas as well as those that may not be answered in the study.

The main data collection tools will include interviews and questionnaires that will have same information. According to Akbayrak (2000), these tools are essential because they pave way for collection of in-depth information relating to a given field of study. The population used in the study will also be selected from five boutique hotel establishments in Thailand as well as 3 General Managers, 5 Departmental Managers and 3 Senior Managers from each of the hotel.

Additionally, ten guests from each hotel will included in the study to generate more information in relevance to client experiences and their views on the setups. The collected information will then be analyzed using the SPPS program and the findings will be presented in histograms, graphs, frequency tables and pie charts.

The final result will also be used to reach conclusions relating to different characteristics attracting tourists to the hotels, their impact on regular hotels and how this impact influence the preferences of clients on the type of hotel they consider for hospitality services.

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