การศึกษาความเป็นไปได้ในการลงทุนธุรกิจรีสอร์ท อำเภอฝาง จังหวัดเชียงใหม่

Abstract

The purpose of this independent study is to study the feasibility study on investment in resort in Fang District, Chiang Mai Province. The study involves the use of questionnaires administered to a sample group of 246 respondents and in-depth interviews with owners of 5 business owners of hotels and resorts. The analysis encompasses both external and internal environmental factors that impact the business. The feasibility is assessed in four dimensions: marketing, technical, management, and financial aspects.The results of the PESTEL analysis, considering six factors, indicate the following: Political conditions positively impact the business due to the provincial development plan for Chiang Mai (2023-2027) and Tourist Visa Exemption Scheme. Economic factor shows there is a promotion of Tourism Authority of Thailand (TAT), benefiting the business. However, the conflict between Ukraine and Russia has had an adverse impact. Social Factor found that Thai travel behavior, especially among the Gen Z group, tends towards domestic and nature-based tourism. Technology significantly influences consumer travel decisions in the current context. Air pollution emerges as an unfovorably environmental issue and legal factor indicates that Business operators should strictly adhere to labor laws.