The Perception of Sustainability in the Hospitality Sector in Thailand: Understanding, Value and Practices

This research aims to comprehensively explore the perception, understanding, organisational culture value, and sustainability practices among hoteliers in the Thai context. This research attempts to address three pivotal research questions: 1) What is the current perception and understanding of sustainability practices by hoteliers in Thailand?; 2) To what extent how do sustainability practices add value to the organisational culture of hotels in Thailand?; 3) How does Thai culture influence and shape the decision-making and integration of specific sustainable practices into the operations of hotels in Thailand?. This research employs a semi-structured interview to capture hoteliers' experiences, opinions, and values, unravelling sustainability awareness in the industry. Through an inductive approach, the study unearths insights into how sustainability becomes ingrained in organisational values, fostering a culture of responsibility and innovation. Empirical evidence illuminates the dynamic interplay between Thai cultural elements, organisational culture, and sustainable initiatives in the hotel sector. Sustainability is perceived as a win-win-win deal, addressing cost reduction, customer preferences, and enhancing ethical business practices. This comprehensive exploration not only contributes to an understanding of sustainability in Thai hotels but also proposes a sustainability-oriented cultural values framework as a model and universal framework applicable to diverse organisational settings. Its versatility lies in its ability to guide businesses in navigating the complexities of sustainability, fostering cultures that endure and contribute positively to the broader social and environmental landscape. Finally, the Sufficiency Economy Philosophy (SEP) proves to be a significant bridge, aligning Thai cultural values with sustainability. The study demonstrates fundamental sustainability practices, such as embracing a traditional way of living and efficient resource use, aligning with SEP and contributing to a more sustainable and culturally resonant hospitality industry. This research contributes to the field by providing a comprehensive snapshot of sustainability perceptions in Thai hotels, introducing the sustainability oriented CVF, and emphasising the pivotal role of SEP in aligning sustainability with Thai cultural values.