泰國旅宿業針對女性旅客之專題研究

Abstract

Traveling is an activity that many people choose for their leisure time with family and friends, and for inspiration and re-energizing from their daily tight schedule. The tourism industry has been a major source of revenue that drives many countries’ economy, including Thailand. This business plan studies the opportunity and the feasibility of the newly established Femelle hostel, the female-only hostel, in Bangkok, Thailand. The popularity of Bangkok as a global destination city amongst international tourists, and the current trends of female travelers are the attractive features of entering this business. The Femelle hostel’s business plan starts with the introduction, which includes the interest of this business and the company overview. Business Model Canvas, the Porter’s five forces, and SWOT analysis are used to understand industry and market environment, and to determine business strategy. The target market, positioning, and marketing mix are assembled in the marketing plan to propose the most-fitted channels to create awareness and interaction with target customers and to maintain the customers. The eventual goals of this business are to provide the continual premium services to customers, and sustainable profitability to the owner. This business plan explains the operational and organizational plans that are used to build impression and to meet customers’ expectation. The financial assumption and financial forecast show the possibility and capacity of making long-lasting profit in running this business. The last chapter discusses opportunity for the future expansion of the products and services.