THE GUIDELINES FOR THE POTENTIAL DEVELOPMENT OF MEETING VENUE BUSINESS IN NAKHON PATHOM PROVINCE
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Abstract
This research aimed to; 1) study the value chain and potential of meeting venue business, 2) analyze the marketing mix factors affecting the decision to use the meeting venue, and 3) create guidelines for the development of business management capabilities in providing meeting venues in Nakhon Pathom province. This research was used mixed method. Data were collected by in-depth interview with 51 key informants, questionnaires from 400 samplings and a group discussion with 10 experts. Data analysis was used to content analysis and descriptive statistics.
The results were as follows; 1) The value chain of the meeting venue business in Nakhon Pathom consisting of 8 components: (1) service providers (2) other service providers (3) operation (4) sales and marketing (5) customers (6) tourist attractions (7) innovation and technology and (8) supporting organization 2) The factors affecting the decision to use its meeting venues were at the highest level. Considering the various aspects, it was found that organizational program, service process, and physical. 3) These were leaded to creating a guideline for potential development of meetings business in Nakhon Pathom in 4 steps in order to effectively conduct the business of meeting venue services, consisting of 1) planning, 2) operation, 3) evaluation, and 4) improvement.
Article Details
บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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