This study employs a mixed-methods research design to explore the architectural design and service factors influencing consumer choices in three-star hotels in Hua Hin District, Prachuap Khiri Khan Province. Initial data were gathered through in-depth interviews with 60 architects, designers, and marketing experts to identify key factors. These factors were then used to conduct in-depth interviews with 70 Thai consumers and tourists. The qualitative data from both groups were analyzed using thematic content analysis to identify significant themes, while the quantitative data were assessed using chi-square goodness of fit tests to evaluate the significance of the identified factors. Findings indicate that aesthetic appeal, physical comfort, emotional comfort, and security and sensibility are critical in influencing hotel choice. These results provide valuable insights for hotel owners, designers, and marketers, emphasizing the importance of aligning hotel design and service offerings with consumer preferences. These factors will help create positive impressions, enhance satisfaction, and influence consumers’ decisions to choose and utilize hotel services.

In Bangkok, some traditional communities have maintained their identity despite urbanization. This research investigates the factors that influence the formation and existence of identities in three historic communities: Sam Phraeng, Talat Noi, and Soi Prachanaruemit (Wood Street). The research uses surveys, observations, and interviews to examine tangible and intangible elements. The results indicate that community identity originates from tangible elements such as architecture and landmarks, including intangible elements such as economics and society. Participation is essential to maintaining these identities, which requires effective community management, leading to income generation through activities and tourism that reflect the existence of community identities.