Behavior of ASEAN Millennial Tourists towards Selecting Boutique Hotels in Chiang Mai Province

Abstract

The behavior of ASEAN millennial tourists in selecting boutique hotels is an important topic for the tourism and hospitality industry, particularly in Chiang Mai, where boutique hotels play a vital role in offering unique and personalized travel experiences. This study aims to examine the decision-making process of millennial travelers using the Theory of Planned Behavior (TPB) as the analytical framework, focusing on three key constructs: Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control. A qualitative approach was employed through in-depth interviews with 30 ASEAN millennial tourists who had previously stayed in boutique hotels in Chiang Mai. Data were analyzed using Thematic Analysis, revealing that tourists with positive attitudes toward design, comfort, and cultural authenticity, combined with strong social influence from family, friends, and online reviews, are more likely to choose boutique hotels. In addition, enabling factors such as promotions, convenient booking systems, and attractive amenities significantly enhance perceived control and strengthen booking intentions, while barriers such as high prices, limited room availability, and inconsistent service reduce confidence and alter decisions. The findings highlight both opportunities and challenges for boutique hotels to enhance competitiveness, improve service standards, and design targeted marketing strategies tailored to millennial travelers’ values and preferences.