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Abstract
The study aims to examine marketing situations and current marketing strategies of small hotels in
Phuket, including its tourist behaviours in order to develop possible guidelines to improve marketing strategies for
competitive advantages for small hotel business in Phuket. The research employed mixed methods. The key
techniques for data collection were questionnaire survey with 701 tourists, 3 focused groups with 22 hotel
representatives from three districts and finally 14 in-depth interviews with direct stakeholders in hotel, tourism and
marketing business in Phuket. Direct observation and documentation analysis were also supplemented to data
analysis. The research findings highlighted that marketing situation of small hotels was currently low in
occupancy, mostly resulted from pricing competition, price cut from bigger hotels and tourists’ brand loyalty. The
small hotel marketing strategies were internet advertising, local travel agencies and words of mouth by their repeat
customers. The study also found that small hotels’ customers tended to be family groups and FITs who were
active and well prepared before traveling. They also preferred to stay in small hotels that provided good and
warm-welcomed service and clean and well-equipped rooms. Also, the hotels should be close to touristique or
shopping areas. The research recommendations include 9 specific strategic factors. These are product, price, place,
promotion, people, physical evidence, process, partnership and patronage.
Keywords: Marketing strategies, Small hotels, Phuket
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