An Exploratory Analysis of Thai Luxury Dinner Cruise Attributes
DOI:
https://doi.org/10.58837/CHULA.CBSJ.45.2.4Keywords:
Dinner Cruise, Luxury Dinner Cruise, Luxury Dinner Cruise Attributes, Chaophraya River, ThailandAbstract
Luxury dinner cruise tourism is continuously expanding, it is a form of river cruising activity that provides personalized services, an exclusive environment, and luxurious service while dining along the view of onshore attractions. This study aims to explore the attributes of the luxury dinner cruise on the Chaophraya river, Bangkok. These attributes are developed based on 5 stages: conceptualization and dimensionality, item generation from literature review, data collection and analyzation methods, item analysis and screening from in-depth interviews, and items generation and selection. The snowball sampling method employed by the luxury dinner cruise entrepreneurs was utilized to gather the primary data. The results show that there are two major attributes of the luxury dinner cruise of onboard and onshore, which consist of eight dimensions as followed: 1) Onboard Attributes: Ambiance, Physical Environment, Service crew, and Personalize service; 2) Onshore Attributes: Learning and Exploration, Visual Surroundings, Safety and Comfort, and Destination Development. This study provides stakeholders with the key points towards maintaining business competitiveness and academics with measurement scales to use for data collection in the future study.
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