Key Success Factor Of Anantara Traditional Thai Hotel To Entering A New Market In Luang Prabang Laos

Abstract

Nowaday people have more travel needs to visit around the world. In many countries, tourism has been identified as a key economic factor to create the economic benefits and exchange the culture, help people understand each other and create a peaceful world together. When traveling most of people want a clean, comfort and luxury place for stay. Therefore, tourists have come to the hotel where everyone can meet their needs. In Thailand, one of the famous destination is the 5 star Traditional Thai Hotel Anantara. With hotel chains located everywhere from Cambodia, China, Indonesia, the Maldives, Mozambique, Thailand, the United Arab Emirates to Vietnam with a lot of positive feedback from customers. To continue the successful, this article will write about the key success factor of Anantara Thai Hotel to entering to the popular tourist city of Luang Prabang in Laos. Because the economic zones in Laos especially in Luang Prabang where be registered as world heritage by UNESCO have become a new magnet for foreign investors. The emerging markets such as Luang Phrabang will help Thai Hotels Anantara gain competitive advantage when Anantara is one of the earlier Thai hotel entering in this market. Many studies on Key success factor of Hotel to show the impact of many variable on the business successful such as Location (Lau et al., 2005), Price (Lewis & Shoemaker, 1997), Service quality (Suhaiza et al., 2006). The conclusion of this article is to prove there is a viable opportunity for Anantara Thai hotel to enter the market in Laos as well as introducing the culture of Thailand for all the tourists. There are 6 variables included: Location, Customer Service, Price, Hygiene and Facility, Ethic Business, Product Differentiation, all have an impact on the key success factor of Anantara Thai Hotel on Laos market.