STRATEGIC COMPETITIVENESS ENHANCEMENT OF HOMESTAYS IN NAKHON SI THAMMARAT PROVINCE

Abstract

This study aimed to: (1) investigate the current operating conditions and challenges of homestay businesses; (2) analyze the internal and external environmental factors affecting the competitiveness of community-based homestays; and (3) propose strategies to enhance their competitiveness. A qualitative research design was employed, involving 10 key informants, including operators of ASEAN Standard Homestays in Nakhon Si Thammarat Province, community leaders, and tourism experts. Data were collected through in-depth interviews. Internal and external environmental factors were analyzed using the Internal Factor Evaluation (IFE) Matrix and the External Factor Evaluation (EFE) Matrix. Strategic alternatives were formulated using the TOWS Matrix and prioritized through the Quantitative Strategic Planning Matrix (QSPM). The findings revealed that the major strengths of community-based homestays included the diversity of tourism resources, distinctive community identity and local ways of life, and strong hospitality that created unique tourism experiences. However, significant weaknesses included limited digital marketing capabilities, inconsistent service standards, and unsystematic management practices. Strategic analysis indicated that a differentiation strategy aimed at enhancing competitiveness was the most appropriate (ΣTAS = 5.88), followed by a strategy for developing identity-based homestays and community-based experiential tourism (ΣTAS = 5.29), and a strategy for strengthening digital marketing capabilities and management systems (ΣTAS = 5.18). The findings suggest that enhancing the competitiveness of community-based homestays should emphasize differentiation based on local identity, together with improvements in management systems and digital marketing capabilities, to strengthen long-term competitiveness and support sustainable community-based tourism development.