Abstract: This research aimed to study the market feasibility for
new brand coffee house, the case study of Thailand.. This study is a
mixed methods research combining quantitative research and the
qualitative research. Primary data 350 sets of questionnaires were
distributed, and the high quality completed questionnaires of 320 sets
returned. Research samples are identified as customers’ of Hi-end
department stores in Thailand. The sources of secondary data were
critical selected from highly reliable sources, both from public and
private sectors. The results were used to classify the customer group
into two main groups, the younger than 25 and the older than 25years
old. Results of the younger group, are give priority to the dimension
of coffee house and its services dimension more than others, then
branding dimension and the product dimension respectively. On the
other hand, the older group give the difference result as they rate the
important of the branding, coffee house and its services, then the
product respectively. Coffee consuming is not just the trend but it
has become part of people lifestyle. And the new cultures also created
by the wise businessman. Coffee was long produced and consumed in
Thailand. But it is surprisingly the hi-end brand coffee houses in Thai
market are mostly imported brands. The café business possibility for
Thai brand coffee house in Thai market were discussed in the paper.
Abstract: This research aimed to study the competency of health
and wellness hotels and resorts in developing use the local natural
resources and wisdom to conform to the national health and wellness
tourism (HWT) strategy by comparing two independent samples,
from Aumpur Muang, Ranong province and Aumpur Muang,
Chiangmai province. And also study in the suggestive direct path to
lead the organization to the sustainable successful.
This research was conduct by using mix methodology; both
quantitative and qualitative data were used. The data of competency
of health and wellness hotels and resorts (HWHR) in developing use
the local natural resources for HWT promoting were collected via
300 set of questionnaires, from 6 hotels and resorts in 2 areas, 3
places from Aumpur Muang, Ranong province and another 3 from
Aumpur Muang, Chiangmai province.
Thestudy of HWHR’s competency in developing use the local
natural resources and wisdom to conform to the national HWT
strategycan be divided into fourmain areas, food and beverages
service, tourism activity, environmental service, and value adding.
The total competency of the Chiangmai sample is importantly
scoredp. value 0.01 higher than the Ranong one while the area of
safety, Chiangmai’s competency is importantly scored 0.05 higher
than the Ranong’scompetency. Others were rated not differently.
Since Chiangmai perform better, then it can be a role model in
developing HTHR or HWT destination.
From the part of qualitative research, content analysis of business
contents and its environments were analyzed. The four stages of
strategic development and plans, from the smallest scale to the largest
scale such a national base were discussed. The HWT: Evolution
model and strategy for lodging Business were suggested. All those
stages must work harmoniously together. The distinctive result
illustrates the need of human resource development as the key point
to create the identity of Thainess on Health and wellness service
providing. This will add-on the value of services and differentiates
ourselves from other competitors. The creative of Thailand’s health
and wellness brand possibly increase loyalty customers which agreed
to be a path of sustainable development.