The Management of Traditional Thai Desserts to Promote Souvenir Business in Phetchaburi
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Abstract
The purpose of this research is to study the traditional Thai dessert management toward souvenir business in Phetchaburi. This management context including of souvenir business management factor and marketing management factor in order to generate an appropriate component for the business under the dynamic environment. The survey research was conducted with questionnaire from 300 tourists who visiting souvenir business in Phetchaburi and computed using partial least squares structural equation modeling. The results indicated that both marketing factor and business management factor had the significance value for traditional Thai dessert management in souvenir business. In order to understand more detail of marketing factor, it found that promotion is the most direct effect of 0.955. In the meanwhile, amenity is the most influence of business management factor with direct effect value of 0.970. This could be implied that, in order to manage traditional Thai dessert successfully, souvenir business owner are required to pay attention to make the promotion management (Thai dessert week, special campaign and so on) along with increase some amenity (parking lot, restroom, handicapped facility and so on) for their tourist satisfaction and successful of the business at the end.
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