SUCCESS FACTORS OF COFFEE SHOPS FOR TOURISM IN BANGKOK

Abstract

The purpose of this research was to study the success factors of tourism coffee shops in Bangkok regarding 1) tourism components, 2) management style, and 3) marketing management style. It's mixed research. With quantitative research, the populations are in-depth interviews and questionnaires, data analysis by constructing conclusions and the use of descriptive statistics consisting of mean, percentage, and standard deviation. Inferential statistics include: t-test F-test

            The research results showed that :

            (1) the tourism component found that tourists gave the most important to the taste of coffee and good food. The path to the coffee shop is convenient, and safe, with clean bathrooms, and enough tables and chairs.  It can be used as a meeting place, for chatting, and building relationships with local people. There are many foods, the staff is  friendly and have a service mind 

            2) In terms of management, it is found that the original investment has invested in a beautiful location in the area of a tourist attraction, the food and beverages are specially curated.  It is an investment format as a stand-alone shop, which has an owner who carries out a strategic plan to create an impressive experience, uniqueness and has been transferred from generation to generation.  The organizational structure is divided by functions using outsourcing methods.  Staff selection criteria is based on work experience,  Position-Specific Skills, service mind, good interpersonal skills, personal hygiene and not over 35 years of age by  giving an interviews and some tests. The staff training and development are done by transferring knowledge from generation to generation and job coaching. The remuneration is from minimum wage according to the law with welfare both according to the law and beyond the law.  Tourism cafe entrepreneurs have a participatory leadership style and command formal communication with two-way communication characteristics. The evaluations are done by observing and feedback from customers

            (3) the marketing management model on the product is through food, snacks and beverages, the price is through the cost of production, competitors, and the quantity of the product with the displayed price.  Distribution channels Includes distribution at the store and through delivery. Promotional activities consist of advertising and public relations, special events, word of mouth, check-in photo, and the using customers and famous people to give review.   For the personnel, all employees have a service mind; smile and speak nicely, have respectful gesture towards customers, polite, and have product knowledge. The process side is with meticulous production and raw materials are fresh.  The physical aspect is the shop decoration is unique, restrooms, Wi-Fi internet, smoking spots, photo spots.  Hypothesis testing results showed that different incomes were important for tourism components of tourism cafes in Bangkok. The quality and different studies give importance to tourism elements in terms of facilities and different communication on food and beverages, accommodations, facilities, accessibility, attractions.