Asianness in Hospitality: The Case of Luxury Hotels in Bangkok, Thailand

  • Pipatpong Fakfare Bangkok University
  • Suwadee Talawanich Mahidol University International College
  • Arunotai Pongwat Chiang Mai University
  • Kaye Chon The Hong Kong Polytechnic University
Keywords: Asianess, Hotel Industry, Thai Hospitality


This research aims to 1) observe luxury services offered by the selected Asian and Non-Asian hotel brands; and 2) explore the concepts and presentations of Asianess implemented by luxury Asian and non-Asian hotel brands in Bangkok. The researchers adopt qualitative research techniques and collect data from multiple methods namely, observation, interview, documentation and netnography, from four Asian and non-Asian luxury hotel brands in the main business district of Bangkok. The findings reveal that application of Asianess among the selected hotels focuses on being customer-centric and customized services. However, different characteristics of Asianess are found across the four hotel brands. The theoretical contribution of this research is the evidence confirming the adoption of Asianess concept in the Thailand’s context. Furthermore, practical implication of how Asianess should be presented by hoteliers are discussed.