Phanee Thipwong,Wing-Keung Wong,Wan-Tran Huang
Chiang Mai is the second-largest city in Thailand. The number of foreign tourists who visit Chiang Mai, Thailand increases every year. Moreover, Chiang Mai city is the first ranking in the Top 10 cities in Asia in the year 2017 from Travel + Leisure journal. And Chiang Mai also is the third-ranking for The World's Top 15 cities from Travel + Leisure journal. Therefore, the hotels are very important for tourists because most of the tourists prefer to stay in hotels while they are traveling. The five-star hotels need to compete with each other. And good ways to solve these problems that are new strategies. Strategies are a long-term success. It will encourage the hotel's growth because they will serve customers better. The five-star hotel needs to use new strategies or innovation to apply to the working system. Analyzing the Kano model may produce good ways for new strategies with buyer value. This paper identifies the customer’s decisions of selecting five-star hotels in Chiang Mai. Primarily we use a questionnaire in two-dimensional quality characteristics and then, interpret how the five-star hotels’ managers will upgrade their hotel. The results of this study will provide the hotel managers with new concrete strategies for competitive advantage and future plan.