The Approaches of Food and Beverage Service Quality Management to Promote Thai Wine in Fine Dining Restaurant in Phuket Hotel

Abstract

          The objectives of this research were 1) To study the quality of food and beverage service management with Thai wine 2) To study the perceived value of food and beverage service with Thai wine and 3) To suggest the managerial approach for promote the attractive Thai wines in fine dining restaurants in Phuket hotel. The research studying in qualitative approach by in-depth interviews with 22 key informants consists of executives, service operation staff and groups of customers on food and beverage services at fine dining restaurants in Phuket hotel. Analyzed the data by content analysis method. The results of the study found that
          1) The service quality management; customers are satisfied with the restaurant's food pairings with Thai wines, love to hear stories about the history, the process of growing grapes and the winemaking of Thai vineyards in each area and having fun finding the identity of Thai wine.
          2) Perceived service value; customers are highly interested in serving food and beverages with Thai wine when advised, they love the freshness of food that pairs well with Thai wines, satisfied with the price of Thai wines, has a behavior to return to use the service and tell the next consumer.
          3) The approaches to management for promote Thai wine to be attractive. It was found that there were 3 approaches: storytelling, wine tasting and wine pairing.
          The findings from this research can be used as a guideline for food and beverage service quality management to promote attractive Thai wines. Create interest for pride and develop Thai wine marketing strategies in the food and beverage service businesses.