ABSTRACT
The existence and building up of boutique hotel in many places gave an important insight that these types of services are gaining their popularity and acceptance among customers where the growth of this sector is indeed apparent in the tourism industry (Lim & Endean, 2009;Aggett, 2007; Mcintosh & Siggs, 2005). Furthermore, its emergence has been known as “one of the most interesting developments in the hospitality sector of the leisure industry (Horner & Swarbrooke, 2005, p. 369). Based on a report findings in 2006 by PKF Consulting on Trends in the Hotel Industry, boutique hotels have flourished and today outperformed high end, full service branded hotels (for details see www.ehotelier.com). Rogerson (2010) have highlighted that research on boutique hotel have been studied by many researchers mostly in the developed countries (see Aggett, 2007; Albazzaz et al., 2003; Lim & Endean, 2009). This area of research does not, however, appear to have been widely studied in the published literature to date among developing countries. The developing countries are seen as lagging behind as compared to developed countries. Only a few studies are seen available among developing countries, for instance Thailand (see Nakradit et al., 2009).
