Date of Award

2026

Document Type

Dissertation - Restricted Access (SIA Only)

Degree Name

Master of Arts (MA)

Department

Luxury Business

Abstract

This dissertation evaluates whether BORE, a luxury wilderness hotel concept located near World Heritage assets in China and Laos, can achieve distinctive appeal while complying with site governance. The commercial question is whether curated guiding, small scale operations, and visible care for place can convert a premium price into perceived value without harming fragile settings. A mixed methods design links secondary sources, a PESTEL scan, competitor profiles, a survey of n=100, and 6 semi structured interviews with stewards, managers, designers, and frequent guests. Integration occurs at instrument design and at interpretation through joint displays that connect numbers, narratives, and facts. Findings suggests that demand concentrates on guided immersion, cultural interpretation, and credible stewardship. Price acceptance increases when packages allocate most value to expert time rather than hardware. Safety is a visible luxury cue that requires altitude protocols, trained guides, oxygen access, and clear recovery rules. Governance bodies prefer small room counts, published indicators, and formal community benefit arrangements. Constraints on access become an advantage when guests are offered quiet and insider knowledge. The plan specifies low inventory, guide ratios, all inclusive programs, and conservation dashboards. A gate tests heritage feasibility, community consent, and economics before design.

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