Green homestay management innovation model for tourism to the next normal

Abstract

Traveling in the form of homestay is ecotourism which is popular for tourists nowadays and has taken technology to manage more. This research aims to develop and transfer an innovative model in homestay management technology and management guidelines of green homestays for tourism to the next normal. This is qualitative research using in-depth interviews. The populations and samples were 12 stakeholders divided into 3 groups: academics, executives of public and private organizations, and tourists who focus on homestay tourism to achieve a green homestay management model and design a prototype application. Research tools were interview form and quality assessment form of green homestay management. Statistics used were percentage, mean, and standard deviation. The results showed that the innovation model for green homestay management technology to the next normal for tourism is as follows: 1) Product and Service Innovation, 2) Participation Innovation, 3) Marketing Innovation, 4) Process Innovation, 5) Organizational Innovation, and 6) Sustainability Innovation. Having obtained the information on the development of management style, the researcher developed the Piyamit Homestay application for managing the homestay accommodation in Piyamit Village, Betong District, Yala Province, and experimenting with a group of homestay providers in the targeted areas found that the Piyamit Homestay application can be used to book homestay accommodation overall at a high level.