Coffee Tourism Behavior in Chiang Mai Province, Thailand: Modern Marketing Perspectives in Coffee Shops
Article Sidebar
Main Article Content
บทคัดย่อ
This paper reports on a study of coffee tourism behavior and seeks to: 1) discover the behavior of Thai tourists toward the use of coffee shops services in Chiang Mai; and 2) investigate the impact of the modern marketing perspectives of the 4E’s (experience, exchange, everyplace, and evangelism) on coffee tourism by reviewing the literature in this area. The data for this study were collected from Thai tourists who visited coffee shops in Chiang Mai. The descriptive and inferential statistics were used for the analysis of the data gathered. The results are as follows: most tourists who used the coffee shops in Chiang Mai are repeat customers. The media that influences the perception of tourists is personal social media or word of mouth. These tourists want the coffee shops should have a beautiful corner inside that is suitable for taking pictures. When considering the impact of demographic factors, there are important gender differences on the importance of choosing a coffee shop service by Thai tourists traveling to Chiang Mai during the COVID-19 pandemic.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Ali, F.; Dogan, S., Amin, M., Hussain, K., Ryu, K. Brand anthropomorphism, love and defense: Does attitude towards social distancing matter? Service Inustry Journal, 2021, 41, 58–83.
Assiouras, I., Liapati, G., Kouletsis, G., & Koniordos, M. (2015). The impact of brand authenticity on brand attachment in the food industry. British Food Journal, 117(2), 538–552. https://doi.org/10.1108/BFJ-03-2014-0095
Chen, X., Lee, T. J., & Hyun, S. S. (2022). How does a global coffeehouse chain operate strategically in a traditional tea-drinking country? The influence of brand authenticity and self-enhancement. Journal of Hospitality and Tourism Management, 51, 176-186. https://doi.org/10.1016/j.jhtm.2022.03.003
Chiang Mai Provincial Office (2020). Strategic and Information Work Group for Provincial Development. Chiang Mai: Chiang Mai Provincial Office.
Choibamroong, T. (2006). Knowledge of Tourists’ Behavior: A Key Success Factor for Managers in Tourism Business. Retrieved 4 April 2022 from https://www.bu.ac.th/knowledgecenter/epaper/jan_june2006/Teardchai.pdf
Epuran, G., Ivasciuc, I. S., & Micu, A. (2015). From 4P's to 4 E's – How to Avoid the Risk of Unbalancing the Marketing Mix in Today Hotel Businesses. Economics and Applied Informatics, 21(2), 77-85. http://www.eia.feaa.ugal.ro/
Euromonitor (2015). Euromonitor Home Page. Retrieved 4 April 2022 from Euromonitor Home Page: http://www.euromonitor.com/thailand
Ferreira, J., Ferreira, C., & Bos, E. (2021). Spaces of consumption, connection, and community: Exploring the role of the coffee shop in urban lives. Geoforum, 119, 21–29. https://doi.org/10.1016/j.geoforum.2020.12.024
Green, A. (2016). Public-private Spaces: How Cafes Could Inspire Place Branding. TPBO. Retrieved 4 April 2022 from https://placebrandobserver.com/how-cafes-could-inspire-place-branding/
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: Global edition. UK: Pearson Education.
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011
International Coffee Organization (2022). https://www.ico.org/. Retrieved 4 April 2022 from https://www.ico.org/ on 4 April 2022.
Jang, Y. J., Kim, W. G., & Lee, H. Y. (2015). Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, 44, 146–156.
Jolliffe, L. (2010). Coffee Culture, Destinations, and Tourism. Bristol: Channel View.
Karlsson, H., & Karlsson, J. (2009). Coffee tourism: A community development tool. University of Kalmar, Baltic Business School. Smaland: University of Kalmar.
Leewellyn, V. S., & Palupi, S. (2020). Coffee Tourism: From Home Products to Attractions. E-Journal of Tourism, 7(1), 88-100.
Lepp, A.; Gibson, H. Tourist roles, perceived risk and international tourism. Annals of Tourism Research, 2003, 30, 606–624.
Liophanich, C. (2017). Knowledge management success factors: Human perspective. Journal of Thai Interdisciplinary Research, 12(4), 32-43.
Lukito, Y. N., & Xenia, A. P. (2017). Cafe as third place and the creation of a unique space of interaction in UI Campus. International Conference on Sustainability in Architectural Design and Urbanism (p. 8). Semarang, Indonesia: IOP Conference Series: Earth and Environmental Science. doi:10.1088/1755-1315/99/1/012028
Mak, A., Lumbers, M., & Eves, A. (2012). Globalisation and food consumption in tourism. Annals of Tourism Research, 39(1), 171-196. doi:10.1016/j.annals.2011.05.010
Manzo, J. (2015). "Third-Wave" Coffeehouses as Venues for Sociality: On Encounters between Employees and Customers. The Qualitative Report, 20(6), 746-761. doi:10.46743/2160-3715/2015.2141
National Food Institute (April 2017). The overview of coffee in Thailand. Retrieved 4 April 2022 from http://fic.nfi.or.th/foodsectordatabank-detail.php?id=38
Odenburg, R. (1990). The Great Good Place. New York: Da Capo Press.
Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Prats-Planagumà, L. (2012). Tourist behavior intentions and the moderator effect of knowledge of UNESCO World Heritage Sites: The case of La Sagrada Família. Journal of Travel Research, 52(3), 364-376.
Pannara, T. (July-December 2021). Coffee Shop as a Creative Tool for The District to promote Tourism. Arch Kmitl Journal, 33(2), 29-44.
Rutynskyi, M., & Kushniruk, H. (2020). Coffee Tourism in Lviv in the Context of World Coffee Tourism. Annales Universitatis Mariae Curie-Sklodowska Lublin - Polonia, 75, 87-113. doi:10.17951/b.2020.75.87-113
Said, H., Ali, L., Ali, F., Chen, X. COVID-19 and unpaid leave: Impacts of psychological contract breach on organizational distrust and turnover intention: Mediating role of emotional exhaustion. Tour. Manag. Perspect. 2021, 39, 100854.
Sathapanakul, R. (2019). Marketing concept is no longer 4P. Creative Marketing. Retrieved 4 April 2022 from https://3wowthailand.com/wp-content/uploads/2019/05/TAC11
Schiffman, L. G., & Kanuk, L. L. (1997). Consumer Behavior. New Jersey: Prentice Hall.
Setiyorini, H. P. D. (2018). Coffee Tourism Development Potential: Benefit and Consequences. Proceedings of the 3rd International Seminar on Tourism (ISOT 2018). pp. 154-157. Atlantis Press. Retrieved 4 April 2022 from http://creativecommons.org/licenses/by-nc/4.0/
Smith, N., Suthitakon, N., Gulthawatvichai, T., & Karnjanakit, S. (January-June 2019). The Circumstances Pertaining to the Behaviors, Demands and Gratification in Tourist Engagement in Coffee Tourism. PSAKU International Journal of Interdisciplinary Research, 8(1), 221-233.
Son, J. H., Kim, J. H., & Kim, G. J. (2021). Does employee satisfaction influence customer satisfaction? Assessing coffee shops through the service profit chain model. International Journal of Hospitality Management, 94, 102866. https://doi.org/10.1016/j.ijhm.2021.102866
Song, H. J., Bae, S. Y., & Han, H. (2019). Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory. International Journal of Contemporary Hospitality Management, 31(3), 1046–1065. https://doi.org/10.1108/IJCHM-07-2017-0436
Specia, M. What You Need to Know about Trump’s European Travel Ban. The New York Times. Available online: https: //www.nytimes.com/2020/03/12/world/europe/trump-travel-ban-coronavirus.html (accessed on 24 August 2020).
Spence, C., & Carvalho, F. M. (2020). The coffee drinking experience: Product extrinsic (atmospheric) influences on taste and choice. Food Quality and Preference, 80, 103802. https://doi.org/10.1016/j.foodqual.2019.103802
Sudiartini, N., Astari, A., Kardini, N., & Dhani, Y. (2020). The Feasibility Study of Coffee House Business Opportunity in COVID-19 Pandemic: A Case Study at Kulo Coffee Shop Pemogan. International Research Journal of Management, IT & Social Sciences, 7(5), 38-45.
Suppachang, A. (2017). Look at this year coffee trends. Retrieved 4 April 2022 from https://www.posttoday.com/economy/news/476678
Tanitnon, P. (2015). Why Chiang Mai's a booming coffee capital. Retrieved 4 April 2022 https://bk.asia-city.com/travel/news/chiang-mai-coffee-capital
Tucker, C. M. (2011). Coffee Culture: Local Experiences, Global Connections. New York: Routledge.
Zhang, Y., Xiong, Y., & Lee, T. J. (2020). A culture-oriented model of the consumers’
hedonic experiences in luxury hotels. Journal of Hospitality & Tourism Management,
, 399-409. https://doi.org/10.1016/j.jhtm.2020.07.009