Long Tail Tourism: Developing a Sustainable Home-Stay Industry in Thailand

1
Long Tail Tourism Developing a Sustainable
Home-Stay Industry in Thailand

• Peter Masters
• Khon Kaen University International College
• Thailand

2
The Long Tail Theory (Anderson 2003)

• Economic sectors that provide products in low
  volume
• Profit by providing wide variety of products

Short Head
Long Tail
3
Tourism Perspective

• Short head are cash-cow destinations (mass
  market)
• Bangkok, Pattaya, Phuket, Koh Samui, and Chiang
  Mai
• Long tail are niche destinations and activities
• Home-stay, CBT, Issan, Golf, Volunteer tourism

4
Developing the Long Tails Supply-Side(Anderson
2003)

• Make everything available
• offer diverse range of products including
  peripheral attractions, activities and
  accommodation
• develop alternative ways of experiencing existing
  attractions and activities
• Help me find it
• be aware of Paradox of Choice (Schwartz 2006)
• SEO be close to the top of google page 1
• first impression and usability of the entitys
  web site
• ease in locating desired accommodation,
  activities and experiences

5
Tourism Life Cycle (Butler 1980)

• Thailand tourist industry is 20 years ahead of
  Vietnams tourist industry, so it is more
  developed
• TJ Grundl-Hong, Chief Sales Officer, Six
  Senses Resorts
• Regional competition
• Vietnam, Cambodia, Laos
• Myanmar?

6
Tourist Area Life Cycle (TALC) Model
Source Butler, R. W. 1980

• Two ways to Rejuvenate
• man-made attractions casinos
• untapped natural resources home-stay
• (Berry 2001)

7
Marketing Home-stay in Thailand

• What is home-stay?
• a stay at a residence by a traveler hosted by a
  local family
  
  (Merriam Webster Dictionary)
• Theory versus Reality

8

Home-stays Promoted on TAT Website





Sourcehttp//www.tourismthailand.org/search/index
.php?JS_SearchJS_Select18SubmitSearch
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Home-stay Variety
Ban Yok Homestay 1000 -2000
Baht http//www.baanyok.com
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Home-stay Variety
Thinsopha family in Nong Bua Lamphu
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Marketing Thai Home-stay

• Improve Thai home-stays international market
  access
• Thailand Home-stays brand recognition
• tourists have positive image of Thailand
• co ordination and consistency in the industry
• risk perception (safety and payment)
• Develop a Thailand Home-stays web site
  (information, payment, booking)
• Supply side data collection
• individual property location, facilities and
  activities (data and media)
• ensure information is accurate and up to date
• Facilitator
• TAT /or Universities?

12
Home-stay Facilitator Model
Targeting, segmenting and positioning
Facilitator
Supply side data collection operator
coordination
Risk perception and product knowledge
Distribution Channels
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Home-stay Decision Support System

• Tourists want personalised product and services
• Expect easy access to high quality information
• Relevant information home-stay experiences
• Thailands home-stay has wide variety of
  properties
• Allows tourists to match their requirements with
  appropriate home-stay experience
• Consumer satisfaction (perceptions versus
  expectations)

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Home-stay Relational Database
Home-stay Operators
Operator_No. Operator_Name Operator_Baan Operator_Amphur Operator_Province
10001 Atikom Thomya Kokkor Na Klang Nong Bua Lamphu
10002 Benja Chaijaree Mata Put Ratchima Khon Kaen
10003 Chutima Tipsaen Songteaw Banso Chaing Mai
10004 Juntima Kongsang Sawong Jaani Chantaburi
10005 Juthawan Aryharn Bakeon Maisan SaraBuri
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Home-stay Facilities
Facilities_Bathroom Facilities_Number
Inside house Bathroom_1
Attached to house Bathroom_2
Sit-down toilet' Bathroom_3
Traditional squat toilet Bathroom_4
Hot bath Bathroom_5
Hot shower Bathroom_6
Cold shower Bathroom_7
Traditional splash wash Bathroom_8
Tiled floor Bathroom_9
Cement floor Bathroom_11
Facilities - Bedroom
Air conditioned Bedroom_1
Fan Bedroom_2
Inner spring mattress Bedroom_3
Traditional mattress Bedroom_4
Dressing table mirror Bedroom_5
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Home-stay Facilities
House structure
Brick motar Structure_1
Traditional wooden Structure_2
No stairs Structure_3
Glass windows Structure_4
No windows Structure_5
Traditional wooden shutters Structure_6
Internet Access
Available at accommodation (free) Internet_1
Available at accommodation (fee) Internet_2
Available at nearby Internet shop Internet_3
No Internet access at accommodation Internet_4
Meals
Eat with host family every meal Meals_1
Eat with host family some meals Meals_2
Restaurant facilities
Access to local restaurant (Traditional) Restaurant_1
Access to Western dining facilties Restaurant_2
Easy access to a 7/11 store (or similar) Restaurant_3
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• Database should include more fields, for
  exampleGeographical location
• North
• North-East
• Central
• Geographical attractions
• Beach
• Mountains
• Available activities
• Physical (bush walking, fishing, bike riding,
  elephant riding)
• Cultural (rice farm, temples, archeological)
• Craft (Thai silk, cooking)
• Volunteer opportunities (teaching)

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Homes in North-East
Homes with sit-down toilet
GeoLocation_Number Operator_No.
North-East 10001
North-East 10002
Facilities_Number Operator_No.
Bathroom_3 10001
Bathroom_3 10003
Bathroom_3 10004
Homes offering Thai Silk Experience
ActivitiesCraft _Number Operator_No.
Thai Silk 10001
Suggested Home-stay Property Suggested Home-stay Property Suggested Home-stay Property Suggested Home-stay Property
Operator_No. Operator_Name Operator_Baan Operator_Amphur Operator_Province
10001 Atikom Thomya Kokkor Na Klang Nong Bua Lamphu
         
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Conclusion

• Long tail tourism
• minimize distribution costs by offering one stop
  site
• focus marketing on niche markets
• Home-stay must work together under a facilitator
• to develop globally recognised brand
• grow the diversity of choices available
• combine universities and TAT resources
• Home-stay Decision Support System
• a simple way to identify the most suitable
  home-stay accommodation and activities to match
  individual needs