Business development factors for serviced apartments on beach resorts : a case of Pattaya beach

Abstract

Serviced apartments are becoming prominent forms of accommodation as a result of the change in travellers’ lifestyles and preferences. While serviced apartments are now a common feature in cities in Asia, more are surfacing on beach resorts. This paper discusses the business development factors which contribute to the establishment of serviced apartments on beach resorts.

A preliminary model of business development factors was created from both literature review and interviews conducted with international serviced apartment operators in Singapore. Subsequently, the model was being tested in a case study visit to Pattaya. The field study encompassed observations, interviews with government officials, serviced apartment operators and facilities operators. Through these modes of information gathering, the preliminary model of business development factors was modified. A revised model was drawn up to present the final list of business development factors, as well as two other complementary factors which affect the establishment of serviced apartments indirectly.