Download - Ing Khao Resort River House

8/3/2019 Ing Khao Resort River House

1/159

ING KHAO RESORT RIVER HOUSE 1


2/159


Preface

ING KHAO RESORT RIVER HOUSE is located in northern part of Thailand in

Chiang Rai province as really beautiful nature resource. The style of resort is deeply in nature

style by want all the customer touch with nature environment view. The resort will divided

into three different kind of style by mountain side, river side and farm side. In the resort the

customer can join various kinds of activities with their family after that in the resort have a

delicious food for our customer with the best memory during in the resort. In this report will

talk about introduction, body and conclusion.

MEMBERS BY

ID 5031207072 MR.Khemchat Setteworrarit

ID 5231207058 Miss Piyapat Yamoum

ID 5231205036 Miss Chananya Jana

ID 5231205083 Miss Prapatsorn Jaisuk

ID 5231205109 Miss Fateemah Tusatoo

ID 5231205167 Miss Oranoot Boonchoong

ID 5231205187 Miss Susan Lu Jars


3/159


Content

Title Page

Chapter 1: Introduction

Background and Significance of the Project 6

Project Objectives 6

Benefits of Project 7

Activities/Time Frame 7

Conclusion 8

Chapter 2: Industry Profile

Nature of Industry 10

Type of Resorts 11

Resort in Thailand 13

Situation of Industry 15

Product/Service 16

Vision 17

Mission 17

Strategy 18

Conclusion 21

Chapter 3: Market Feasibility Study

Market Analysis 23

General Environment Analysis 23

Competition Analysis 26


4/159


Competitor analysis 26

Customer Analysis 37

Competitive Analysis 38

STP Analysis 39

Sales Forecast/Profit Estimation 44

Chapter 4: Investment

Cost of Investment 48

Investment Cost 49

Machine/Tools/Equipments 52

Depreciation 79

Chapter 5: Operations

Product Characteristics 85

Location 97

Facility Layout 98

Operating cost 113

Chapter 6: Administration

Administration Expense 115

Marketing Expense 117

Chapter 7: Financial

Income Statement 121

Cash Flow Statement 124

Balance Sheet 127

Chapter8: Risk Management 131

Chapter 9: Conclusion 146

References 150

Appendix 153


5/159


Chapter 1Introduction


6/159


Chapter 1: Introduction

1.1Background and significant of the projectAt the present tourism industry become a width business as for northern part have a

good nature resources so we plan for everyone who interest to gain more profit for investors

and stockholders who invested in our business. For this business should be contact other

suppliers such as transportation, government and accommodation. Because of this reason our

group sees this opportunity as to run the business as resort in nature theme of Mountain View

and farm resort. Especially in Chiang Rai province there is no one who doing like this kind of

resort. About the location is situated at Mae Kon, Chiang Rai province the main reasons are

famous for mountain scenery and have on direct competitors so we can run our business in

this area as one of resort industry.

ING KHAO RESORT RIVER HOUSE is a business that deeply plan for every

investor who wants to gain back profit after the business become well-know brand. Also is

not only giving back high benefit to planner but also for the one who invest in our industry.

The resort provide lodges for tourists that focusing on family and teenager group however our

resort support for the one who enjoy in play activities, nature view between the farm and

mountain. Not only the accommodation, service care to customer but the resort also plans theday package tour for the day trip customer, transportation, food and beverage, farm

demonstration and good scenery of mountain. The resort is situation not far away from

Chiang Rai city especially around the resort is locate nearby Khun Korn waterfall is one of

the beautiful place to visit during weekend, Rong Khun temple, Boon Rod farm and dairy

farm. For this all attractive are locate at Chiang Rai province.

1.2 Project objectives

1. To study the profit from project, how to success.2. To study technique to management.3. To practice the skill to analysis.4. To study from project, how to running the business to achieve.5. The project can use in the future.6. To analysis risk.7. To study the new initiative.8. To understand the statement in the project, how to analysis the financial part.


7/159


9. To practice the process.10.To study the new idea and innovation.11.To understand the strategy in the process.12.To study about the project management cycle.13.To learn about the management planning.14.To study about POPBL.15.To study the project, the business fail or success.16.To understand the customer wants.17.To study the different from other resort.

1.3 Benefit of project

Benefit can help and improve about skills in many ways and can apply too. It have

many part and each part help to know about how to do the project and to successful in the

business such as analysis part there have many topic, example; 3C, marketing mix strategy,

STP, and etc. Part of management can know about how to manage and improve skills to get

job and have many technique and different way to do it. The benefit can measure the strategy

of the business and qualitative. That can help you to know about competitor advantage.

1.4 Activities/ Time frame

(Since November 2011- February 2012)

Operation

methods

November December January February

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

1. To study

about resort

and

accommodationbusiness in

Chiang Rai.

2. To study

about

management

resort business.


8/159


3. To study

competitive

and analysis

marketing of

business.

4. To study

technical

process of

Chiang Rai I

Love You

Resort

5. To study and

analysis about

financial part of

the resort.6. To study and

analysis about

risk taking of

running resort

business.

7. To

summarize

about the

feasibility of

Chiang Rai I

Love You

Resort

Figure 1.1

1.5 Conclusion

For the ING KHAO RESORT RIVER HOUSE project we will explain about the

background of the resort and everyone who love the nature and want to experience mountain

and farm resort can come to our ING KHAO RESORT RIVER HOUSE. And the project

explain about the activities that when all the guests visit the resort and can enjoy the resort

activities and enjoy the fitful of food and beverage, easy for transportation especially they are

many attraction that the guests can enjoy and that make our resort different. For through

about the project objective explain about how the business will achieve the goal, the support

technique during the business is running especially in the future how we will keep business

improve to become the resort for all the guest can enjoy during the holiday


9/159


Chapter 2

Nature of industry

(Information)


10/159


Chapter 2: Industry Profile

The Nature of Industry

A resort is a place used for relaxation or recreation, attracting visitors for holidays or

vacation. Resorts are places, towns or sometimes commercial establishment operated by a

single company.

(Reference: http://en.wikipedia.org/wiki/Resort)

History of resorts

A famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago.

Capri, an island near Naples, Italy, has attracted visitors since Roman times. Another famous

historical resort was Monte Ne near Rogers,Arkansas, which was active in the early 20th

century. At its peak more than 10,000 people a year visited its hotels. It closed in the 1930s,

and was ultimately submerged under Beaver Lake in the 1960s.

(Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)

Roman Empire: Baths

The origin of resorts can be traced back to the second century B.C. to the public baths

of Rome. The first baths were small, modest and separated the genders. Eventually, the baths

became larger, more elaborate and were opened to both men and women. These baths were

large buildings built at the publics expense. Some were even built by wealthy emperors who

wanted to make a statement. Most baths were free but few had small entrance fees. Baths

were much like resorts of today because of all the amenities offered at their location. After

bathing there was always plenty to do. Most baths included gyms, libraries, snack bars,

restaurants, shops, lounges, taverns, museums and theatres. The facilities were used for health

and social purposes.


Europe: Mass Follows Class

The first noteworthy resort area was developed in Belgium in 1326 in a town now

called Spa. An ironmaster, named Colin le Loup, was cured of a long-term illness when he

bathed in the iron-rich waters near Liege. He opened a shelter there and the town surged in

popularity. Spa means fountain.

The popularity of spas and resorts in England is a result of King Charles II visiting

trendy hot spots in the 1600s. Today, royalty and superstars still seem to set trends of where
http://en.wikipedia.org/wiki/Resorthttp://en.wikipedia.org/wiki/Resorthttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://en.wikipedia.org/wiki/Resort


11/159


the best places to go are. Many English spas are unique because they have gambling and

dancing. Spas also became popular because of the medical benefits that were attributed to

them such as waters that were rich in certain minerals and could cure ailments.

The Swiss resort industry was developed in the 1800s to aid the need of private resort

facilities for more prosperous people. At the time, travel was not simple. People who traveled

to resorts stayed for long periods of time up to two months to get the best value for their

travel expenses. This led to resort facilities being built to accommodate a guest better than

your average inn. Hotel Baur au Lac, built in Zurich, was the first resort to utilize the value of

a scenic view. At first, Switzerland resorts were seen as summer places, but soon skiing

became popular as well as gambling.


North America: Spas

Like Europe, North American hotels were developed around spas in the late 1800s.

The first resorts were built first in the east in Virginia, New York and West Virginia. Shortly

after, seaside resorts became popular. It was not until later that beach resorts were built in the

south and mountain-based resorts were developed out west. The first luxury resort was built

in 1829 in Boston. It was called the Tremont House and featured bellboys, gaslights instead

of candles and marble and private rooms with locks for each family. The first big hotel was

built by Gideon Putman in Saratoga Springs, New York centered on the hot sulfur spa there.


Types of resorts

Seaside resort

A seaside resort is a resort located on the coast.

Where a beach is the primary focus for tourist, it may be

called a beach resort. Many seaside towns have turned to

other entertainment industries, and some of them have a

good deal of nightlife. The cinemas and theatres often remain to become host to a number of

pubs, bars, restaurants and nightclubs. Most of their entertainment facilities cater to local

people and the beaches still remain popular during the summer months. Although

international tourism turned people away from British seaside towns, it also brought in

foreign travel and as a result, many seaside towns offer foreign language schools, the students
http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.htmlhttp://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html


12/159


13/159


Spa resorts

A spa resorts is a short term residential/lodging

facility with the primary purpose of providing

individual services for spa-goers to develop healthy

habits. Historically many such spas were developed at

the location of natural hot springs or sources of mineral

waters. Typically over a seven-day stay, such facilities provide a comprehensive program that

includes spa services, physical fitness activities, wellness education, healthy cuisine and

special interest programming.


Golf resorts

Golf resorts are resorts that cater specifically to the

sport of golf, and include access to one or more golf

course and or clubhouse. Golf resorts typically provide

golf packages that provide visitors with all greens and cart

fees, range balls, accommodations and meals.


Resort in Thailand / Chiang Rai

Thailand has many types of resorts there are Seaside resort, is the resort that are

located near by the coast or the sea. This type of resort almost established at the southern and

eastern part of Thailand because that area are full of the environment of sea, sand and sun so

the investor like to pay money in that area to gain the profit from Seaside resort.Destination

resortis the resort that contains, in and itself, the necessary guest attraction capabilities. This

type of resort like to established near the attraction destination examples are town, historic

site, theme park, and other. Destination resort in Thailand such as resort near by historical

site in Sukhothai, Khampangpetch and Ayudhaya. Spa Resort is a short term

residential/lodging facility with the primary purpose of providing individual services for spa-

goers to develop healthy habits. The top 10 spa resort in Thailand there are Aana Resort (Koh

Chang,Trad), Paradee(Koh Samed, Rayong), Somkeit Buri Resort(Had Jomtian,

Pattaya),Aravana Spa resort(Pattaya), Phu Chai Sai Spa & Resort(Chiang Rai), Aleenta
http://en.wikipedia.org/wiki/Resorthttp://en.wikipedia.org/wiki/Resorthttp://en.wikipedia.org/wiki/Resorthttp://en.wikipedia.org/wiki/Resorthttp://en.wikipedia.org/wiki/Resorthttp://en.wikipedia.org/wiki/Resort


14/159


Resort & Spa (Pranburi), Andaman White Beach(Phuket), Pimalai Resort & Spa(Krabi),

Puen Waan Kwai Yai(Kanjanaburi). All above are the best top 10 spa resorts in Thailand but

they can change depend on seasonal because in each season the resort usually have

differentiation strategies to develop their business to gain more profit.

(Retrieved from: http://www.thai-tour.com/Spa-Resort-Thailand.htm).

Golf Resorts are resorts that cater specially to the sport of golf, and include access to

one or more golf course and or clubhouse. In Thailand have many golf resorts because our

country is good environment to create the golf resort. The best golf resort is Laguna Phuket

Golf Club, Phuket. Its the best in South East Asia because surrounding of the resort has lake

and good environmental and has luxury hotel around there such as Sheraton, Dusit Thani,

Banyan Tree, Laguna Beach Resort and Allamanda.(Retrieved from:

http://www.hamanan.com/top10golf_resorts.html ) Luxury Resorts is an expensive vacation

facility which is fully staffed and has been rated with five stars. In Thai also have luxury

resort too but most of them are located nearby the high light or high class of tourist attraction

such as Vismaya Suvarnabhumi Luxury Resort. This resort nearby the international airport

and the area are mostly high class tourists. Mountain Resortis the resorts that located nearby

or into the mountain. The mountain resort almost located in northern of Thailand or Southern

part that they actually have mountain to build the good feeling and create the good idea to

attract tourists with the environment such as Katiliya Mountain Resort & Spa, Chiang Rai

andPhu Chaisai Mountain Resort & Spa. All of these resorts are the mountain resorts that

provide the good environment and creativity of the resort to attract tourists.

Chiang Rai is the capital of Chiang Rai Province, Northern Thailand . The town has a

population of around 62,000 and is the main commercial centre serving the Golden Triangle

border region of Thailand, Myanmar and Laos. It is an excellent base for exploring the

region. In Chiang Rai have a lot of destinations to travel such as Wat Phra Kaeo, Wat Phra

Sing, White Temple, Black House/Black Temple (Baan Dam), Munniti Chiang Rai,The

Chiang Rai Cultural Center ,The Sirindhorn Chinese Language and Culture Center

,Waterfalls and Hot Springs, Namtok Khun Kon Forest

Park ,etc.. In Chiang Rai have a good location because have

a lot of mountain to do the activities.

Accommodation business in Chiang Rai has many

hotels and resorts but have no resort about farm and natural
http://www.thai-tour.com/Spa-Resort-Thailand.htmhttp://www.thai-tour.com/Spa-Resort-Thailand.htmhttp://www.hamanan.com/top10golf_resorts.htmlhttp://www.hamanan.com/top10golf_resorts.htmlhttp://www.thai-tour.com/Spa-Resort-Thailand.htm


15/159


to attractive the traveler to travel so our business choose this opportunity to create resort in

the concept of mountain, river and farm .In our resort have a lot of activity such as mountain

biking, cart riding, mountain slider, fishing, feeding, drawing, take a photo around the resort,

etc. The resort builds in the suitable and good location because it has attractive destination

around their as White temple or Wat Rong Khun, Khun Korn waterfall, Bunrod farm, and not

far away from Chiang Rai city.

Situation of industry:

At the present we can see lot of resort business have been growth too fast but some of

them cant stand for long time for guests to visit as holidays vacation because many

competitors have been created the new creative lifestyle of accommodation that can attractive

the customer into their resort. As for the resort they create many different designs of view,

accommodation, service, high and low standard especially for luxury price will depend on the

choose of customer living standard and also different competition have different idea of

creating. Now a day for this generation are known as fast and serious life style of business on

the other hand they are many hard working students that force on study during school life so

that mean in daily life these people have lot of stress to force on their work. During their

holiday or summer this is really good for relaxing and also good news for resort industry as

well because many people will come to relax as for their long vacation that can mean income

for local people and the owner of business too. As for Chiang Rai many tourists group known

as the heart of Golden Triangle and from the result is 1,436,435 and separate two types there

are Thai 1,135,659 and foreigners 300,776.For this reason our resort supports the nature and

farm style as a background.

As we know that Thailand got flooding in Bangkok and other country which are the attractive

destination for tourists both Thai and foreigners travelers. This situation has more effective to

tourism in country because fewer tourists come to travel in Thailand and some of Thai

tourists also got the effected with flooding such as people in central part of Thailand, some

city in northern and southern part so they actually need some help from the government and

that city was destroyed by flooding too. The example of city that was destroyed by flooding

there are Ayudhaya, Sukhothai,Bangkok, Kampaengpetch, and other. All of these are the

important destination place to visit. From this situation, its make tourism industry in Thailand

got less profit from travelers but after that all of people in country would like to repair the

places and developed to be nicely more than previous. After flooding Thailand become an


16/159


attraction destination that tourist willing to go to spending their holidays or pay for vacation.

That good for Thai tourism industry to earn more profit and that good for us to build up resort

for response tourist need. Our resort will be the one of tourist choices to go to visit and pay

vacation to enjoin the activities.

(Retrieved Nov 28, 2011 from: http://www.1stopchiangmai.com/northern_thailand.,

http://www.osmnorth-n2.moi.go.th/statistics.php?page=travel&year=2546)

Products (In general)

Core product

- Accommodations

Farm Side River Side Mountain Side

Support products

- Souvenir
http://www.1stopchiangmai.com/northern_thailandhttp://www.osmnorth-n2.moi.go.th/statistics.php?page=travel&year=2546http://www.osmnorth-n2.moi.go.th/statistics.php?page=travel&year=2546http://www.osmnorth-n2.moi.go.th/statistics.php?page=travel&year=2546http://www.1stopchiangmai.com/northern_thailand


17/159


- Food and beverages

- Activities

A core product of ING KHAO RESORT RIVER HOUSE is the accommodations. We

provide the high quality of service for tourists who want to stay in our resort and everything

also the best thing. Support products are food and beverage, Souvenir and activities that our

resort have to provides for the tourist who dont want to stay but just want to do activitie s or

just sightseeing in resort and the support products are suitable for the low season or shoulder

season because not many people in that time so we will buy some packages to tourists too.

Vision

The beautiful nature resort in Chiang Rai

Mission

Resort mission is to be beautiful resort and increase market share that we believe that

advertising can promote our resort and attract come to our resort. We plan to make sales


18/159


growth by improve ability to increase sales for our resort for will have more than. We believe

our products and activities have success with quality

Strategy

Corporate level Strategy

When beginning the business, we use horizontal growth strategy to expand the

business by controlling major competitors in the Chiang Rai area. After we ensure the

stability in the business we will select vertical growth strategy to hold our own input, process,

and output. In addition, our resort to a series of numbers that are similar to a striking contrast

with all the typical resort. We will focus on the activities of relaxation, fun and experience the

natural world.

Business Level Strategy

Business Level Strategy has 4 functions to manage business for successful follow as

1. Competitive advantages

2. Cost leadership

3. Quick response

4. Focus

Our business should the Competitive advantages strategy because this strategy focus on

service and process to sale product in our resort by use the new innovation attraction in our

resort for tourist can see the different competitor advantages between our resort and

competitor.

Functional Level Strategy (Human Resource, Marketing Operation 4P, Finance)

Marketing Operation

As for service industry that is really hard to create a product to attract tourists. But as

our resort theme as natural environment so we would like local people product to represent as

the gift for create new innovation and also have income for local people kind of represent the

culture product for world wild.

Marketing strategy deals with Pricing, selling and distributing a Product. As for our

resort we deal with two types of strategies as market development and product development.

As for market development our resort will proud to develop new markets for current

products. And for the product development our resort will keep create new products for


19/159


existing markets and develop new products for new markets. For example: develop new taste

of food, create new gift souvenir, soft drink and soups. Especially use the local people to

product so they will get some income.

This part is the key to represent the main important part of industry management that

we can get profit by marketing strategy as present product, place, price and promotion.

Product:

As for service industry that is really hard to create a product to attract tourists. But as our

resort we represent the Thai unique culture by let the local people create handmade and

provide to the resort so they also will get some income to support their family. Especially by

creating like this will improve a unique high quality more than our competitor.

Place:

For our resort locate at Chiang Rai nature view surrounding by mountain nice river,

grass, fresh air and for this province doesnt have farm and mountain resort yet but still have

competitor. Especially this location is really nice view surrounding by green tea

architecture.

Price:

As for our resort not only deal for price but also care for quality of product. The value

of our price relate with our service, accommodation and facility that customer will enjoy

with. The great service that we provide to our customer is above and beyond so price will set

as high cost.

Promotion:

First as our resort is the new business into industry so we select lot of many different

promote as to know which type package that suitable for our guests. Especially we will

promote our resort as possible for the well-know resort after that will create new package for

our guests.

- Giving 5% discount in valentine day for a lover and limited for 5 couple.- Booking before a month give 5% discount in shoulder season and limited for the 20

booking at early.

- Booking more than 5 cottage give 10% per for 2 booking in a day.- For pre-wedding photo will give a special price.


20/159


- In birthday will give a special cake and free for take photos.Human Resource Strategy

Our resort would like join as to be part of human resource management and we would

really proud to present how the way we management in our resort. Although no matter what

will happened this part is really important for every position when working in service

industry. How does human resource management help in service industry? They will have

involvement and responsibility for a full range of Human Resources activities including

recruitment, Talent management and Industrial / Employee Relations. Human Resources

management team can explain the best way for the want and need of the customer so we can

fitful all of the want of customer more than they expect. Our resort would like to serve above

and beyond memory for all visitors that come to spend time in our resort. And all of the staff

has been trained as a high quality and the customer can enjoy with a good memory

experience.

(Retrieved Nov 28, 2011 from: http://www.almondresorts.com/employment/.)

Finance Strategy

For financial strategic we have to analyze cost, revenue, expense, profit and

depreciation. All of financial should be gain high profit and cut out cost then the business

running in the high position of the profit. The business has to calculating all of financialstatement to evaluation about the profit that the business will get from in every day and

summarize by monthly. After we have to does the financial statement we could see the

problem of finance and keep that point to improve and create the solution for solved.

Operation Strategy

- To improve our business for support customer.

- To decrease costs but still have a quality to attract the new customer and make customer

become a loyalty.
http://www.almondresorts.com/employment/http://www.almondresorts.com/employment/


21/159


Conclusion

A resort is a place used for relaxation or recreation, attracting visitors for holidays or

vacation. Resorts are places, towns or sometimes commercial establishment operated by a

single company. The famous resort of the ancient world was Baiae, Italy, popular over 2,000

years ago. For the history or empire of resort was origin from Roman empire: Bath ( This era

was origin from small bath and develop to the largest one in the next time ), Europe: Mass

Follows Class (This era was spa cured of a long-term illness when he bathed in the iron-rich

waters near Liege.), and North America: (This era like Europe empire, there was spa hotel

and then developed to the seaside resort and shortly developed to the luxury resort).

Types of resorts can separate to 6 types of them there are Sea-side resort; these resorts

are located on the coast or may be called beach resort., Ski-resort; is the resort that are

developed for skiing and winter sports and in Europe almost located in a town or village in a

ski area a mountain area., Destination-resort; is a resort that contains, in and of itself, the

necessary guest attraction capabilitiesthat is to say that a destination resort does not need to

be near a destination (town, historic site, theme park, or other) to attract its public., Spa-

resort; is a short term residential/lodging facility with the primary purpose of providing

individual services for spa-goers to develop healthy habits., Golf-resort; are resorts that cater

specifically to the sport of golf, and include access to one or more golf course and or

clubhouse., and Luxury-resort; often boast many visitor activities and attractions such as golf,

water-sports, spa and beauty facilities, skiing, natural ecology and tranquility.

There are many resorts in Chiang Rai but almost of them just provide

accommodations and a bit of activities so we need to provide a full service of resort that we

established ING KHAO RIVER HOUSE RESORT. Our resort likely to provide the best

service or high quality to tourist and would like to make them return to the resort again with

their impressive.


22/159


Chapter 3

Market feasibilityStudy and Analysis


23/159


Chapter 3: Market Feasibility Study

Market Analysis

3.1 General Environment Analysis

In order for our resort to effectively compete in an industry, an analysis of its specific

industry must be undertaken. This is done to provide our resort with a description of the

elements in society that directly affect the industry and the direction managers must take to

implement appropriate strategies to survive. This study is commonly referred to as the

general environmental analysis. It primarily consists of six primary factors, which are

political/legal, economic, socio-cultural, demographic, technological, and global. These six

sections describe the external environmental factors our resort must understand to effectively

compete in a specific market.

3.1.1 Politics Factors

The two protagonists of Thailands political conflict have committed acts that have

seriously undermined confidence in tourism. The yellow shirts occupation of Bangkoks

international airport in December 2008 caused major disruption to tourism in Thailand and

Thailands reputation as a transit point for international travelers and airline operators. The

Thai tourism industry was making headway in recovering from this event when the current

opposition, red shirts, managed to up the political ante by storming the venue of the ASEAN

heads of government conference this month in Pattaya which resulted in the rapid evacuation

of 15 heads of state from most of Thailands major tourism source markets. Some of those

heads of state never made it Thailand. The aircraft carrying Australian Prime Minister Kevin

Rudd being forced to turn back to Australia while en route to Pattaya. If political activists

want to guarantee that a country attracts negative travel advisories which will deter tourism,

then disrupting a meeting of heads of state from your countrys main source markets will

certainly do the trick. The red shirts actions were designed to undermine the authority of

Thai Prime Minister Abhisit Vejjajiva but if this was the aim it has been a pyrrhic victory that

has undermined Thailands national reputation..

The Thai Tourism Authority (TAT) to its credit has been quick to respond the

developments, but it will take a great deal more than soothing words from TAT officials to

bring the tourists back in a hurry. One of a range of strategic approaches is to bring media

and tourism industry leaders from key source markets to see for themselves (as they did


24/159


following the December 2004 tsunami) that Thailand is indeed a safe and tourist friendly

destination. Indulging in spin wont cut it for Thailands tourism industry right now.

(References: http://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fiji)

3.1.2 Economics Factors

Tourism as a leading economic indicator in term of its importance to the economy is

expected to contribute 14.7% to the countries Gross Domestic Product (GDP). In figures

released by the World Tourism Council 11.1% of total jobs come from the sector which will

provide more than 4 million jobs this year. Thailand's reliance on tourism ranks as number 2

in Southeast Asia and 24th in absolute size in the world. In direct terms there is a 6.5% direct

contribution to GDP but add to this employment, capital investment, government expenditure

and exports of tourism connected services, merchandise and exports and a true picture

emerges on the importance of the sector.

Figure 3.1

(References:http://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_econo

my_by_numbers.php , http://www.thaiwebsites.com/tourism.asp)
http://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fijihttp://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fijihttp://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_economy_by_numbers.phphttp://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_economy_by_numbers.phphttp://www.thaiwebsites.com/tourism.asphttp://www.thaiwebsites.com/tourism.asphttp://www.thaiwebsites.com/tourism.asphttp://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_economy_by_numbers.phphttp://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_economy_by_numbers.phphttp://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fiji


25/159


3.1.3 Socials Factors

Currently has been an increase in the number of people it has been in and out

migration. Out to work outside the country and the arrival of foreigners, which have an

impact on the cultural changed occur, such as speech, dress and traditions, some of which

change. Education in the country began to focus more and more foreign languages. In 2011,

Thailand has problems such as earthquake, flood, fire, natural forests increase because of

human activities. As a result, a lot of impact the geographic, economic, transportation,

communications ecosystem, including the well-being of the population is changing.

Moreover, this year has been affected by the protesters off the road until the traffic the

problem of unemployment, income loss, etc.

(Reference:http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in

+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l3

9430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=

105a720605a2f446&biw=1024&bih=509)

3.1.3 Technology Factor

Technological changes within tourism surround several different factors from

medical advances to the innovative space tourism. Similar to tourism, technology is an ever

changing and sometimes unstable business. Better communication, transport and safety have

encouraged new consumers to the industry. Improvements in water supply, medicine and

knowledge have meant areas are opened up which were not possible before technological

advances. In todays society in which a consumer wants easier, quicker and cheaper service

only technology has helped tourism fulfill the customers demand. So our resort will should

new technology for comfortable.

(Reference:http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factor

s+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=tec

hnology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,c

f.osb&fp=105a720605a2f446&biw=1024&bih=509 )
http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509


26/159


3.1.2 Competition Analysis (3C Analysis)

We can classify the competition analysis to 3 part, Competitor Analysis, Customer

Analysis, and Competitive Analysis (3C Analysis). In Chiang Rai Province is a biggest

province in the north part of Thailand and has more population about 1,248,242persons

(Department of Internal Trade, October2552). The most important things at Chiang Rai are

travel provinces that have so many people want to invest business in Chiang Rai. Then many

business was become invest in Chiang Rai. Such as tour agency, super store, or shop and

resort. So Chiang Rai has high competition resort because Chiang Rai has more minorities.

They can use their ideas to create resort and product for sale in Chiang Rai for the travelers.

Therefore we use 3C analysis to analyze the competition in Chiang Rai.

(Referencehttp://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-an-

introduction/)

Competitor Analysis

We will open resort in Mae Kon, Muang District of Chiang Rai. It is close to rural and

urban. Then we can explain competitors as follows

Laluna Resort

Place: We are located only minutes from the famous

night bazaar and centre of town, and a 15 minute drive to the

airport and bus station. 160 Moo. 14 Sanambin Road Muang,

Chiang Rai 57000 Thailand. Tel: +66 8 79105620

Product: Facilities and services

24 hr reception

24 hr room service

24 concierge

CCTV and security 24 hours

Wedding&Banquet

Safety box at front desk(Charges)

Free WI-FI all areas

Free WI-FI in guest rooms
http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-an-introduction/http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-an-introduction/http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-an-introduction/http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-an-introduction/http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-an-introduction/


27/159


Free parking

Restaurant

Bar

Caf

Wheelchair access

Massage service

Baby cot

Satelite Cable

Travel Agent

Tour desk service

Car, motorbike, bicycle rental

Airport transfer(Charges)

Local taxi/tuktuk service(Charges)

Meeting&Seminar

Internet service at lobby(charges)

Laundry & dry cleaning service

Ticket confirmation service

Private transfer service to nearby districts,

Chiang Mai, Laos(Charges)

Fax service

Doctor on call

Postal service

Public phone

Long distance and oversea call

Left luggages

Outdoor swimming pool

Kid pool

Jacuzzi

Pool service

Price

ROOM TYPE

Flexi net rate A

Bed Breakfast

Flexi net rate B

Bed+Breakfast+Dinner

+ Free pick up from airport

flight arrival between

6am-6pm

Standard bungalow garden

twin bed THB 3,000 /night THB 3,800 /nigh
http://www.lalunaresortchiangrai.com/room-standard2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-standard2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-standard2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-standard2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-standard2.html?iframe=true&width=660&height=350


28/159


Superior bungalow king size THB 3,600 /night THB 4,000 /night

Poolside View Access

bungalow Twin BedTHB 3,800 /night THB 4,200 /night

Poolside View Access

bungalow King size bedTHB 4,200 /night THB 4,500 /night

EXTRA BED(Including 1

ABF)THB 600 /night THB 600 /night

BABY COT THB 350 /night THB 350 /night

BOOKING CONDITIONS: Any cancellation received within 7 days prior to arrival will

incur the first 1 night charge.

Failure to arrive at hotel will be treated as a No-Show will incur

the first night charge.

No refund will be given after guest checked in.

Promotion:

Best value package (3 days / 2 nights) 7,900. - Baht/package, Honeymoon Package (5

days / 4 nights) 27,500. - Baht/package, Long weekend holiday package (7 days / 6 nights)

37,900. - Baht/package, Thai cooking Package (4 days / 3 nights) 18,900. - Baht/package,

Long stay package (30 days) 39,900. - Baht/package, Golf package (3 days / 2 nights) 10,500.

- Baht/package, Bicycling tour package (3 days / 2 nights) 13,900. - Baht/ package , Package

Motorbike tour package (3 days / 2 nights) 13,900. - Baht/ package

(Reference http://www.lalunaresortchiangrai.com/)
http://www.lalunaresortchiangrai.com/room-standard-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-standard-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-twin2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-twin2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-twin2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/http://www.lalunaresortchiangrai.com/http://www.lalunaresortchiangrai.com/http://www.lalunaresortchiangrai.com/room-poolside-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-king2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-twin2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-poolside-twin2.html?iframe=true&width=660&height=350http://www.lalunaresortchiangrai.com/room-standard-king2.html?iframe=true&width=660&height=350


29/159


Baan Kiang Dao @ Phu Plai Fah

Place:

Its central location, Baan Kiang Dao @ Phu Plai

Fah is within easy reach of most tourist attractions and

business addresses in Chiang Rai. 389 Ban Suandok,

Amphoe Mueang Chiang Rai, Chiang Rai, Thailand

57000

Product:

Facilities Room Facilities

Car Park

Laundry Service / Dry Cleaning

Pets Allowed

Restaurant

Room Service

Tours

Wi-Fi

Complimentary Bottled Water

DVD / CD Player

Fan

Hair Dryer

Ironing Board

Jacuzzi Bathtub

Non Smoking Rooms

Refrigerator

Separate Shower And Tub

Shower

Television LCD / Plasma Screen

Wireless Internet Access (Complimentary)


30/159


Air Conditioning

Balcony / Terrace

Coffee / Tea Maker

Price:

Tubtim: 4000 Baht/Night + Breakfast for 4 Person Extra beds 300 Baht/Person

Chom Jaan: 7800 Baht/Night + Breakfast Bed occupancy of 10 persons

Leelawadee: 2000 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person

Aunchan: 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person

Ratree : 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person

PoungSaad: 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person

KhoyMai: 1000 Baht/Night + Breakfast for 2 People

PoungClam: 2000 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person

RimNam1: 3000 Baht/Night + Breakfast for 4 Person Extra beds 300 Baht/Person

RimNam2: 6000 Baht/Night + Breakfast for 12 Person Extra beds 300 Baht/Person

Camping: 300 Baht/Person + Breakfast

Promotion:

Reservation at the Baan Kiang Dao @ Phu Plai Fah Save Up to 10-70%, with systems

that allow you to confirm your reservation fast and safe.

(Reference http://www.baankiangdao.com/index.php?lg=en)
http://www.baankiangdao.com/index.php?lg=enhttp://www.baankiangdao.com/index.php?lg=enhttp://www.baankiangdao.com/index.php?lg=en


31/159


Mohn Fah Sai Home Resort

Place:

114 Moo 8, Baan Doo, Muang, Chiang Rai 57100 Tel: 0-5377-6129, 0-5377-6329

Fax: 0-5377-6328 Mobile: 08-1980-7501

Product:

Each room boasts of air conditioning, complimentary

bottled, hair dryer, shower inside the room. Customer will find

laundry/ dry cleaning, Wi-Fi in public areas, restaurant, and hotel

guests can use the service, Outdoor swimming pool. To relaxes and

exercises. Customer will find that service-oriented hotel with superb

facilities, this is worthwhile place.

Price:

Room Type No. of Room Room Rate

Superior Double 2 1,200

Deluxe

Double/ Twin2

1,500

Executive Double/ Twin 10 1,800

Junior Suite Double 5 2,200

Family Room1 Double/ Twin 1 2,500

Family Room2 Double/ Twin 1 4,500

3rd pax/ Extra Bed & child Policy- Baht 400 is charge for extra bed/person include breakfast- Child under 12 sharing same room is F.O.C. on roomonly; 50% off meal rates

Promotion:

Book the Mohnfahsai Home Resort Orlando online 24 hours a discount a maximum

70%.

(Reference: http://www.mohnfahsai.com/)
http://www.mohnfahsai.com/http://www.mohnfahsai.com/http://www.mohnfahsai.com/


32/159


Maeyao Resort.

Place:

342 Soi 1, Moo 17, Baan Dongjaroen Maeyao, Muang, Chiang Rai 57000 Tel: 02-964

1915, 089-694 9930 Fax: 02-964 2701

Product:

Each room boasts of. Air conditioning, desk, balcony / terrace,

fan, so convenient to stay in Chiang Rai has parking for customers.

Guests will enjoy the park for exercise and recreation.

Price:

House Price () / Night Facilities Amount

Twin ClayHouse 2,000 2 bedrooms, 2

bathrooms, Air-conned,

TV. Refrigerator, hot

shower.

1 House

Single Clay House 1,500 1 bedroom, 1 bathroom,

Air-conned, TV.,Refrigerator, hot

shower.(clay bed)

2 Houses

Single Clay House 1,000 1 bedroom, 1 bathroom,

Fan, TV., Refrigerator,

hot shower.(clay bed)

4 Houses

Single Teak House 1,000 1 double room, 1

bathroom, Fan, TV.

Refrigerator, hotshower.

3 Houses

Promotion: Tours: cruise the Mae Kok. Contact Karen village elephant friendly both cultural

and natural. Car Rental: Four PA 1,500 + per / day, with a driver, not oil.

(Reference http://www.maeyaoresort.com/)
http://www.maeyaoresort.com/http://www.maeyaoresort.com/http://www.maeyaoresort.com/


33/159


Doi Hom Fha Resort & Spa

Place:

Doi Hom Fha Resort is located in Mae Chan Valley, Ban

Pamieng, Amphoe Maechan in Chiang Rai Province. Approximately 30

kms from Chiang Rai Airport, Approximately 40 kms from Chiang Rai

Town, Just 30 mins' drive to Myanmar border, Just 30 mins' drive to

Loas border

Product:

Hotel Facilities

Guest Service Counter

Lobby Bar

Meeting & Banquet

Post & Mailing Service

Business Corner

Gift Shop

Wine Shop

Outdoor Swimming Pool

Pool Bar

Kadassa

Baicha Restaurant

Winery Tour Service

Tea Plantation Tour Service

Hotel Services

Check in is from 2.00 p.m.,

Check out is 12.00 noon

Kradas-Sa & Bai Cha Restaurant

Swimming pool

Spa

Pool table

Bar

Resort Transport Service


34/159


Price:

Room Type Room Rates (Baht) Deluxe Mountain View 6,500 ++

Deluxe Lake View 6,500 ++

Moonlight Deluxe 7,500 ++

Honeymoon Villa 8,500 ++

Pool Villa 15,000 ++

Promotion:

Doi Hom Fha Resort Chiangrai, Room pool villa. Price: 7,290 baht Price: 15,000 baht

(Reference: http://www.doihomfharesort.com/)

The Imperial River House Resort

Place: 482 M.4, Mae Kok Road, T. Rim Kok,A. Muang Chiang Rai 57100 Thailand

Tel:+66(053)750830-34 Fax:+66 (053) 750 822 Email : [email protected]
http://www.doihomfharesort.com/http://www.doihomfharesort.com/mailto:[email protected]:[email protected]://www.doihomfharesort.com/


35/159


DELUXE ROOM DELUXE ROOM BALCONY SUITE SUPERIOR

Room Amenities,

Bathroom with a

bathtub and a

separate shower

cabin Day Bed

Minibar, refrigerator,

tea/coffee making

facilities

Stereo sets for

cassette, CD and

VCD 25" flat screen

TV with cable

network Electronic

safety deposit box

Individuallycontrolled air

conditioning

Hairdryer, bathrobes,

slippers,

umbrella,Wireless

internet access

(Complimentary)

Iron and iron board

(on request)

IDD phone

Bathroom amenities

Daily fruit plate

Room Amenities

Bathroom with a

bathtub and a

separate shower

cabin Day Bed

Minibar,

refrigerator,

tea/coffee making

facilities

Stereo sets for

cassette, CD and

VCD25" flat screen

TV with cable

network Electronic

safety deposit box

Individually

controlled air

conditioning

Hairdryer,

bathrobes, slippers,

umbrella Wireless

internet access

(Complimentary)

Iron and iron board

(on request) IDD

phone Bathroom

amenities Daily fruit

plate

Balcony Riverview Suite

Amenities (additional

features)Walk in closet

Whirlpool bathtub Private

veranda with elegant

northern Thai style sofa

Room Amenities (all room

types)Bathroom with a

bathtub and a separate

shower cabin Day Bed

Minibar,

refrigerator,tea/coffee

making facilities Stereo

sets for cassette, CD and

VCD 25" flat screen TV

with cable networkElectronic safety deposit

box Individually controlled

air conditioning Hairdryer,

bathrobes, slippers,

umbrella Wireless internet

access (Complimentary)

Iron and iron board (on

request)

IDD phone Bathroom

amenities

Daily fruit plate

Room Amenities

Bathroom and a

shower stall Day Bed

Minibar, refrigerator,

tea/coffee making

facilities Stereo sets

for cassette, CD and

VCD 25" flat screen

TV with cable

network Electronic

safety deposit box

Individually

controlled air

conditioning

Hairdryer, bathrobes,

slippers, umbrellaWireless internet

access

(Complimentary) Iron

and iron board (on

request) IDD phone

Bathroom amenities

Daily fruit plate.


36/159


Price:

Room 1person 2 persons Breakfast

Deluxe Room 3800 3800 Yes

Deluxe Riverview 4300 4300 Yes

Balcony Riverview

Suite

6600 6600 Yes

Promotion:

BOOK NOW IMPERIAL - MORE SAVE & MORE BENEFI read more Conditions:

Valid from now until 29 February 2012.Complimentary daily breakfast and free WiFi.

Complimentary round trip airport transfer all rates are subject to 10% service charge and 7%

VAT.

(Reference http://www.imperialriverhouse.com/)

At Chiang Rai Resort

Place:

138/11 Moo 1, Tambon Wiang, A. Muang in Chiang Mai,

Muang District, Chiang Rai, Chiang Rai, Thailand 57000.

Production:Hotel Feature:

Wi-Fi in public areas, car park, laundry service/dry cleaning, restaurant, room service,

airport transfer, tours Room Amenities : air conditioning, bathrobes, hair dryer,

television, shower, mini bar, satellite/cable TV, DVD/CD player, internet access wireless

(complimentary), refrigerator Sports and Recreation: massage, pool (kids), outdoor pool,

garden
http://www.imperialriverhouse.com/http://www.imperialriverhouse.com/http://www.imperialriverhouse.com/


37/159


Price:

- Superior Room: Room Rate 2200 Baht, Deluxe Room: Room Rate 2500 Baht

- Superior Room: There are 16 rooms. Each with size 22 square meters.

- Deluxe Room: There are 16 rooms. Each with size 27 square meters.

Promotion:

Superior room: 900 THB (reduced from 2200 THB) - Deluxe room: 1000 THB

(reduced from 2500 THB)

Referencehttp://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=T

HB

Customer analysis

Chiang Rai is the province that rich in tourism resources in terms of natural

attractions, antiquities and evidence of its past civilization. It is also home to several hill

tribes who follow fascinating ways of life. Chiang Rai is also a tourism gateway such as

Myanmar, Cambodian, India and Laos. Chiang Rai is the most tourist come to travel in

winter season because they have good weather and have many special natural attractions. So

suitable for tourists who want to relax and enjoy with natural. Most of tourist that come to

Chiang Rai so tourist in country they want come with family for relax and enjoy in long time.

All most come in past of weekend or festivals. So we open the resort to answer Thai tourist

spend time and money in Chiang Rai, Thailand. Our resort mainly focuses in family group

for spending in resort as long time. For foreigner tourist most come with friends or tour

company. They not spent time long but they just stay short time and continues to another

province. Most of tourist comes from Thai tourist. So most of resort comes from Thai tourist

however have both of tourist in country and out country.
http://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=THBhttp://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=THBhttp://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=THBhttp://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=THB


38/159


Figure 3.2

(Reference http://www.chiangrai.net/dashboard19/)

Total revenue from tourism in the Chiang Rai province.

Revenue (million).

2549 2550 2551 2552

Thai

Tourist 7,012.43 7,462.35 7,770.31 6,603.43

Foreigner

Tourist 2,361.77 2,356.60 2,863.61 2,801.21

Total 9,374.20 9,818.95 10,633.92 9,404.64

Figure 3.3

(Reference http://www.chiangrai.net/dashboard19/)

Competitive Analysis

Competitive advantage is the ability of an organization that competitors cannot imitate. The

competitors have to take some time to adjust itself before the edge of our capabilities, such as

innovation management within the organization management organization. The image of the

organization is the most important factors in achieving a competitive advantage in the

knowledge that the organization is trying to build up with learning and developing a learning

organization from the executive to the knowledge of the staff to focus on the organization.

Our resorts choose the Natural Resort was located in Chaing Rai. The resort guests

will enjoying the various kind of activities such as mountain slider, ox cart riding, biking,

joking, place for the people who like to take photo, feeding, fishing and drawing. Our resort
http://www.chiangrai.net/dashboard19/http://www.chiangrai.net/dashboard19/http://www.chiangrai.net/dashboard19/http://www.chiangrai.net/dashboard19/http://www.chiangrai.net/dashboard19/http://www.chiangrai.net/dashboard19/


39/159


has only 10 houses each house has variety stay and around our resort has many destinations

such as White Temple, Kunkorn Waterfall and Boon Rod farm. The resort has not far away

from city the Airport and bus station. So for the activities and accommodation are difference

from competitors in Chiang Rai this is strength from our resort and we think this point is very

important to take customer go to visit and can earn more profit.

(Reference:http://cpl-consult.com/Document/General/Document_general_1.html)

STP Analysis

Segmentation

Classification Segmentation

Chiang Rai (785 km), located at the northern tip of Thailand in the very heart of the

Golden Triangle, gains fame from its scenic views, exotic hilltribes and exciting elephant-

back riding tours.Chiang Rai is the province that has many tourist come to travel , so it make

Chiang Rai has more hotel and resort. Resort in Chiang rai has many types and many levels

as follow.

Minimum Requirements for AA Recognition

One Star Hotels

Hotels in this classification are likely to be small and independently owned, with a

family atmosphere. Services may be provided by the owner and family on an informal basis.

There may be a limited range of facilities and meals may be fairly simple. Lunch, for

example, may not be served. Some bedrooms may not have en suite bath/shower rooms.

Maintenance, cleanliness and comfort should, however, always be of an acceptable standard.

Such as general resort.
http://cpl-consult.com/Document/General/Document_general_1.htmlhttp://cpl-consult.com/Document/General/Document_general_1.htmlhttp://www.thaiwaysmagazine.com/chiang_rai/chiang_rai_attractions.htmlhttp://www.thaiwaysmagazine.com/chiang_rai/chiang_rai_attractions.htmlhttp://cpl-consult.com/Document/General/Document_general_1.html


40/159


Two Star Hotels

In this classification hotels will typically be small to medium sized and offer more

extensive facilities than at the one star level. Some business hotels come into the two star

classification and guests can expect comfortable, well equipped, overnight accommodation,

usually with an en-suite bath/shower room. Reception and other staff will aim for a more

professional presentation than at the one star level, and offer a wider range of straightforward

services, including food and drink. Such as River Hill Resort, Wanawad Resort

Three Star Hotels

At this level, hotels are usually of a size to support higher staffing levels, and a

significantly greater quality and range of facilities than at the lower star classifications.

Reception and the other public rooms will be more spacious and the restaurant will normally

also cater for nonresidents. All bedrooms will have fully en suite bath and shower rooms and

offer a good standard of comfort and equipment, such as a hair dryer, direct dial telephone,

toiletries in the bathroom. Some room service can be expected, and some provision for

business travelers. Such as Du Doi Suay Resort, Phowadol Resort & Spa, Imperial

Golden Triangle Resort

Four Star Hotels

Expectations at this level include a degree of luxury as well as quality in the

furnishings, decor and equipment, in every area of the hotel. Bedrooms will also usually offer

more space than at the lower star levels, and well designed, coordinated furnishings and

decor. The en-suite bathrooms will have both bath and fixed shower. There will be a high

enough ratio of staff to guests to provide services like porter age, 24-hour room service,

laundry and dry-cleaning. The restaurant will demonstrate a serious approach to its cuisine.

Such as The Imperial River House Resort, The Legend Chiang Rai Boutique River

Resort & Spa, Rimkok Resort


41/159


Five Star Hotels

Here you should find spacious and luxurious accommodation throughout the hotel,

matching the best international standards. Interior design should impress with its quality and

attention to detail, comfort and elegance. Furnishings should be immaculate. Services should

be formal, well supervised and flawless in attention to guests' needs, without being intrusive.

The restaurant will demonstrate a high level of technical skill, producing dishes to the highest

international standards. Staff will be knowledgeable, helpful, well versed in all aspects of

customer care, combining efficiency with courtesy such as Le Meridien Chiang Rai

Resort, Katiliya Mountain Resort & Spa, Dusit Island Resort, Anantara Resort & Spa

Golden Triangle

(Reference http://www.onecaribbean.org/content/files/hotelcalssification(1).pdf)

- Psychographic Segmentation Psychographic is the segmentation that separate people with their mood or emotional

such as lifestyle, personality, etc. All of these factors has effected with people or tourists. For

this business there are high levels of people or a bit high class of tourists that means the

tourist who will stay in the resort will be the person who have abilities to pay for high price

and love to travel with luxury resort or depended on tourists lifestyle. The resort is suitable

for tourist who loves to do the activities and love natural.

- Behavioral SegmentationThai and foreigners tourists prefer to travel in Thailand, the city always with smile

and good scenery. Many people like to take leisure and stay at the accommodation that canrelaxed them with natural and good environment. Not only the accommodation, have they

preferred to buy some souvenirs from the resort or destination that they take time for

recreation. The segmentation categories discussed above are specifically focused on the

tourist consumer or visitor. As such they result in the production of the most usable, reliable

and detailed visitor profiles as possible. However, they do not consider the visitors

relationship with the destination or tourism product. As its very likely that people with

similar geodemographic and/or psychographic profiles may have different interactions with
http://www.onecaribbean.org/content/files/hotelcalssification(1).pdfhttp://www.onecaribbean.org/content/files/hotelcalssification(1).pdfhttp://www.onecaribbean.org/content/files/hotelcalssification(1).pdf


42/159


the same destination or other tourism product, it is also necessary to focus on tourists

behaviour in relation to a particular tourism or destination product.

This form of segmentation has several dimensions but, in general, it aims to group

consumers in terms of their relationship with the destination product, for example, whether

they are first-time or regular visitors, the purpose of their visit, loyalty and their attitudes to

the destination before segmenting on the basis of behaviour or benefits sought. The

commercial models considered above do not sufficiently facilitate this segmentation

approach.

(Referencehttp://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism

%20Market)

Target Market

The target markets of Ing Khao Resort are focus on the family tourists and everyone

who want to touch the new experience of accommodation in Chaing Rai. Although, tourists

want to do the innovation of activities that are crating by our resort that they never touch

before.
http://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism%20Markethttp://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism%20Markethttp://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism%20Markethttp://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism%20Markethttp://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism%20Market


43/159


Product Positioning

Figure 3.4

Products positioning of ING KHAO RESORT RIVER

HOUSE are provides the variety and differences of service from

other competitors such as outdoor activities, mountain slider,

farming, feeding, planting, and etc. For the service, we have to

provide the quit high quality to the customer or tourists. The

differentiation between ING KHAO RESORT RIVER HOUSE andother resort in Chaing rai are the products and services of our

business so we can put the position at the medium of position not

higher than Lemeredian resort because we just have a few of house

for rental but higher than other low cost of resort such as Chomna and

Laluna resort because they has a few of activities and may be not quit

good service there.


44/159


Sales Forecast

Year 1

Figure 3.5

Year 2

Figure 3.6


45/159


Year 3

Figure 3.7

Year 4

Figure 3.8


46/159


Year 5

Figure 3.9


47/159


Chapter 4Investment


48/159


Chapter 4: Investment

Cost of investment

Pre-operating cost

For the pre-operating cost our resort has to pay for the landscape expense, certificate

as business registration and other expense as the registered and installation of overhead

equipments.

- Product and Operations Analysis

Figure 4.1

Cost of Investment

Pre-Operation

Description Amounts

Landscape:Land 41,760,000

Land adjust expense 14,400,000

Drawing 2,770,200

Building 19,800,000

Certificate:

Business Registration 50,000

Etc:Water supply registered and installation 57,000

Electricity register and installation 53,400

Internet fee installation 4,500

Telephone installation 3,700

True vision installation 2,000

Vehicle 960,000

Equipment 2,024,501

Total 81,885,301


49/159


Investment Cost

Investment Amount Depreciation Annual DEP. Monthly DEP.Building

Hunter River 2,200,000 20 years 110,000 9,166

Toda House 2,200,000 20 years 110,000 9,166

Provence 1,200,000 20 years 60,000 5,000

Viceroy Bali 1,200,000 20 years 60,000 5,000

Whim Architecture 800,000 20 years 40,000 3,333

Drew House 800,000 20 years 40,000 3,333

Hidalgo Hartmann

Arquitectura

2,400,000 20 years 120,000 10,000

Calistoga Residence 1,000,000 20 years 50,000 4,166

Brooklyn 1,000,000 20 years 50,000 4,166

Swellendam House 2,400,000 20 years 120,000 10,000

Lobby 2,000,000 20 years 100,000 8,333


50/159


Central part 2,600,000 20 years 130,000 10,833

Total 19,800,000 20 years 730,000 60,831

Vehicle

EVTchalet Proof 700,000 5 years 140,000 11,666

EVT golf plus D 110,000 5 years 22,000 1,833

Rickshaw 120,000 5 years 24,000 2,000

Bicycle 30,000 5 years 6,000 500

Total 960,000 5 years 192,000 15,999

machine

Air condition 182,400 5 years 36,480 3,040

Television Sony 22" 74,900 5 years 14,980 1,248

Water heater 570,000 5 years 114,000 9,500


51/159


Coffee grinder 15,800 5 years 3,160 263

Sharp XEA102 Cash

Register

9,980 5 years 1,996 166

Lavatory 2,990 5 years 598 49

Shaker 42,000 5 years 8,400 700

Automatic Hand

dryer

18,000 5 years 3,600 300

Absolute home

entertainment 2.4m

20,920 5 years 4,184 348

Total 936,990 5 years 187,398 15,614

Computer max 21.5 N

Total 478,800 3 years 159,600 13,300

Furniture

Total 1,087,511 5 years 217,502 18,125


52/159


# Machine/ Tool/ Equipment

Where Furniture/type of room picture Price

1

Hunte River

River side small

house

Set Bed Room (Big)

49,900

dining room

21,900

Bath room set

16,400

Bookshelf

3,450

Flower vase 690*3=2,070

Sofa 44,900

Carpet 650*3=1,950

Mirror 490

lamp (table) 1,690

Air condition 15,200


53/159


television Sony 22" 7,490

Bin 159*3=477

Ram towel 190*2=380

Curtain 650

side table 19,000

Pillow 598*2=1,196

Floor lamp 9,990

Artificial flower 2,995

bath accessories 418

water hitter 5,700

Set Bed Room (Big) 49,900


54/159


2

Toda House

Riverside small

house

dining room

21,900

Bath room set

16,400

Bookshelf

3,450


Sofa 44,900

Carpet 650*3=1,950

Mirror 490

lamp (table) 1,690



Bin 159*3=477


55/159


Ram towel 190*2=380

Curtain 650

side table 19,000

Pillow 598*2=1,196

Floor lamp 9,990




56/159


water hitter 5,700

3

Provence

House

River side big

house


set Bed Room (Small) 24,900

Bath room set 16,400*2=32,800

sofa 16,000

dining room 28,260

Bookshelf 3,450

dining room 28,260


57/159




Carpet 650*3=1,950

Mirror 490

lamp (table) 1,690



Bin 159*3=477

Ram towel 190*2=380

Curtain 650


58/159


side table

19,000

Pillow 598*2=1,196

Floor lamp 9,990



water heater 5,700*2=11,400



Bath room set 16,400*2=32,800

dining room 28,260

Sofa 16,000


59/159


4

Viceroy Bali

house

River side big

house

Bookshelf 3,450



water hitter 5,700

Carpet 650*3=1,950

Mirror 490

lamp (table) 1,690



Bin 159*3=477


60/159


Ram towel 190*2=380

Curtain 650

side table 19,000

Pillow 598*2=1,196

Floor lamp 9,990



water heater 5,700*2=11,400

5

Whim

Architecture

houseFarm side small

house

Bed room set 38,900

Dining Room 19,900


61/159


Bath room set 16,400

Bookshelf 3,450

Curtain

650

Sofa set22,900

Carpet

7,200

Air conditioner

15,200

Television Sony 22

7,400

Bin

159

Towel

190

Pillow

598

Mirror

850


62/159


Floor Lamp

995

Bath accessories

418

Flower vase

590

water hitter 5,700

6

Drew HouseFarm side small

house

Bed room set

38,900

Dining Room

19,900


Bookshelf 3,450

Curtain

650

Sofa set

22,900


63/159


Carpet

7,200

Air conditioner

15,200

Television Sony 22

7,400

Bin

159

Towel

190

Pillow

598

Mirror

850

Floor Lamp

995

Bath accessories

418

Flower vase

590

water hitter

5,700


64/159


7

Hidalgo

Hartmann

Arquitectur

a hous

Farm side Big

House

Bed room set ( Big)

27,900

set Bed Room (Small)

24,900

Bath room set 16,400*2=32,800

Dining Room

17,900

Bookshelf 3,450

Sofa set

21,00

Curtain

650

Carpet

7,200

Air conditioner

15,00

Television Sony 22

7,400

Bin

159


65/159


Towel

190

Pillow

598

Mirror

850

Floor Lamp

995

Bath accessories

418

Flower vase

590

Water heater

5,700

8

Calistoga

Residence

house

Mountain side

small

Room

Dining Room

21,900

Bookshelf

Table for the living room

18,950

Bath room set

16,400

Bookshelf 3,450


66/159


Flower vase

590

Sofa 1 set

19,500

Carpet

299

Bed room set

82,700

Mirror

850

Lamp

995/1

Air condition

15,200/1

Television Sony 22

7,490

Bin

270

Ram towel

190

Curtain

650/1


67/159


Water heater

5,700

Bath accessories 418

Pillow

598

9

Brooklyn

house

Mountain side

small house

Dining Room

21,900

Table for the living room 18,950


Bookshelf 3,450

Flower vase

590

Sofa 1 set

19,500

Carpet

299


68/159


Bed room set

82,700

Mirror

850

Lamp

995/1

Air condition

15,200/1

Television Sony 22

7,490

Bin

270

Ram towel

190

Curtain

650/1

Water heater

5,700

Bath accessories 418


69/159


Pillow

598

10

Swellendam

House

Mountain side big

house



Bath room set 16,400*2=32,800

Bookshelf 3,450


Sofa 19,000*2=38,000

Carpet 1,300*5=6,500

Mirror 850*2=1,700

lamp 995*2=1,990

Air condition 15,200*2=30,400


70/159


television Sony 22" 7,490*2=14,980

Bin

159*5=795

Ram towel 190*4=760

Curtain 650

side table 19,000

Pillow 598*4=2,392

Floor lamp 9,990*2=19,980


bath accessories 418*2=836

water hitter 5,700*2=11,400


71/159


Central part Artificial Flowers 1795 * 5 = 8975

Flowers Vases 190 *10 = 1900

Clocks 590 * 4 = 2360

Printed Pictures & Canvas 350 *5= 1750

Table Lamp 1300 *5 = 6500

Floor Lamp 900 *3= 2700

Picture Frames 350*10= 3500

Pendant & Ceiling Lamp 1290 *4 = 5160

Compact kitchen 49,900

Rectangle Tables 3,390 *7= 2370


72/159


Sofa L-Shape

59,900 *4

=239600