Integration of art and culture to develop the hotel business in North-eastern Thailand

This qualitative investigation had three research aims: 1) To study the history and background of the hotel industry in Isan; 2) To study the current situation and problems with using art in order to develop the tourism industry in Thailand; 3) To study the integration of art and culture to develop the hotel business in North-eastern Thailand. Nine hotels were selected from four provinces in North-eastern Thailand as the research population and the research sample was composed of 86 individuals. Tools used for data collection were survey, observation, interview, focus group discussion and workshop. Results show that hoteliers in North-eastern Thailand developed their businesses as a reaction to the economic crisis and failing trade. To attract more tourists to the region, hotel managers integrated traditional Thai art to their businesses, especially local Isan art. This investigation of nine hotels in Isan identified nine areas in which art has been integrated into hotel businesses. These are paintings, sculptures, architecture, literature, music and dance , the four Buddhist necessities of life (food, accommodation, clothing and medicine), beliefs, customs and ceremonies. By integrating elements of each of these categories into their hotels, business owners and managers have been able to generate extra trade.

Keywords – Art, culture, hotel, Isan, North-eastern Thailand.