Especially in the Thai market, where many business owners neglect their online presence, this lack of attention can leave their brands appearing outdated and disconnected from the digital-first consumers. Without a modern and accessible online presence, businesses risk being overlooked, as potential customers turn to competitors with more engaging and user-friendly platforms. The absence of an updated digital presence can create a negative perception, making it difficult for businesses to stay relevant in an increasingly competitive market.
This small, family-run guesthouse is owned and operated by my aunt, Florence, and is located in Chiang Mai, Thailand. Currently, the guesthouse has no online presence—not even on booking platforms—as Florence prefers to handle bookings personally. However, in recent years, the number of guests has declined, making it increasingly difficult for the business to thrive in the digital age.
The objective of this Master’s Thesis is to develop an authentic, new, and independent brand identity for the guesthouse, reflecting Florence’s unique characteristics and management style. Additionally, this research aims to advance the brand by creating a website prototype to prepare for the establishment of the guesthouse’s digital presence. The goal is to improve and enhance the customer experience, while also positively shifting perceptions of the brand to attract a broader audience in an increasingly competitive market.