ABSTRACT
This study aims to 1) study the potential of the accommodation business in Phu Kradueng district, Loei province, and 2) to propose guidelines for the development of the accommodation business to promote tourism in the New Normal era for Phu Kradueng district, Loei province. The research methodology used mixed-methods research consisting of;quantitative data collected by questionnaires from 400 guests/tourists who stayed in Phu Kradueng district, Loei province, and qualitative data collected through interviews from the government sectors, private sectors, and people in Phu Kradueng district, Loei province. The results of the study found that 1) the current situation of the potential of the accommodation business in Phu Kradueng district, Loei province consists of;a lack of public relations, reservations and online payments, lack of application of computer systems to manage the accommodation business, lack of coordination with nearby attractions, and lack of tour guides and information on current interesting tourist activities. There is local waste and environmental management system, the quality of life is improved and the distribution of income to the local people by promoting and supporting the employment of local people, local enterprises are promoted and supported to use existing resources for sustainability, and arts, traditions, culture and local sports are preserved. 2) Guidelines for the development of accommodation business to promote tourism in the New Normal era for Phu Kradueng district, Loei province consisting of;the project's development of facilities, technology, digital marketing, safety, cleanliness, adoption of local identity, and Activities to connect the local way of life.