Culture”Culture isthe accumulation of shared meanings, rituals, norms and traditions among themembers of an organization or society. It is what defines a human community,its individuals, its social organizations, as well as its economic andpolitical systems” (Solomon,Bamossy, Askegaard and Hogg, 2016) Culture has two components which arematerial culture and nonmaterial culture. Material culture is a physicalobjects that people created to be a part of human culture namely clothing,home, food, transportation vehicles and architecture. Nonmaterial culture means an abstract ideas orintangible products that people have about their culture such as norms, values,rituals, customs, myths, laws and arts. (Harry C. Triandis) Interms of Thai’s culture, people tend to live with family because it feels like a homeenvironment.
Especially older people, they like to live with their children ina house. It can be said that living of Thailand is the same as Chinese becausethey like to live in a big family. When they would like to travel, thesignificant thing is booking a room. In the past, hotel was very popular interms of convenience and full services but the cost is too high for poor andmedium people who would like to save a budget. Therefore, it can be seen thatin the past travellers who want to save their budget for accommodation willchoose budget hotel or tent in order to stay. They view that they prefer tospend money for activities and travel than spend money for luxury hotel.Therefore, full service hotel will not suitable for this group of customer.
In recently, it can be seen thatsharing economy become popular in the world. In terms of lodging industry,Airbnb is a good option for customer who want to save budget so when it islaunch in Thailand, it also popular as well because it is match with culture ofThai people. People can save budget because Airbnb is a website for rentingothers’ house for a short stay. In addition, customer can stay in a group withfriends or family because it is a style of house. Hence, the environment ofrenting room from Airbnb and from hotel is totally different. When Airbnb isoccurred, it can attract lower and medium budget customer.
Apart from that, italso attract foreigner as well because the service provider or the host willtake care them as a relatives. The environment feel like a home and they willlearn culture of Thai local people as well. Some of host and guest will havelong term relationship and become a friend resulted from renting a room.Therefore, Airbnb does not provide only accommodation but also a goodrelationship for the host and the guest as well. There are some review of people whobook a room with Airbnb and feel impress with the kindness of host andenvironment. “A few years agowhen I was staying at an Airbnb in Koh Samui, Thailand I arrived late at nightafter a delayed flight and was greeted by a smiling host who had a beer waitingfor me.
We sat down and had a drink together while he told me the best ways toenjoy his island. I’ve found most Airbnb hosts,especially in laid-back countries like Thailand, offer extra amenities that arenot only convenient but will save you a few bucks.” Zaino (2017) Besides, some customer intended tocreate a blog in order to show their impression and this is some review from ablog “It was the perfect base for exploring thearea, and we felt very much “at home” during our stay. The hostess and herfamily went just above and beyond in helping us plan our time in Kanchanaburi,Thailand and even went so far as to help us find a driver at the very lastminute. I cannot say enough positive things about the hospitality here.” (Tiffany)