Guideline for Competitive Advantage and Service Innovation for Restaurant Business 4.0 to Encourage and Develop Phuket a Gastronomy Creative City

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Published: Apr 12, 2020
Keywords:
Competitiveness, Service innovation, Restaurant Business, Phuket Gastronomy, Thailand 4.0

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Chainun Chaiyasain
Assistant Professor, Department of Hospitality Management, Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket Campus

Abstract

The restaurant business operation aims to drive competiveness and integrate new service innovation to adjust and promote Phuket as a gastronomy creative city. The synthesized results reveal that restaurant entrepreneurs need to improve working operation so as to adjust with rapid tourism changing situation and a variety of target groups. The food tourist spends their time and budget on the third most popular activities in Phuket. Therefore, to succeed in this concept restaurant entrepreneurs should consider to apply marketing mix concept “8ps” (product, price, place, promotion, people, physical evidence and presentation, process and partnership) and restaurant development that focuses on “PHUKET’s” Products design, Human Resources Development, Uniqueness, Knowledge Management, Environmental Friendly, Technology System, and Stakeholders to support restaurant development to be efficient and sustainable as Phuket’s restaurant business 4.0.

Article Details

How to Cite
Chaiyasain, C. . . (2020). Guideline for Competitive Advantage and Service Innovation for Restaurant Business 4.0 to Encourage and Develop Phuket a Gastronomy Creative City. Dusit Thani College Journal, 13(3), 491–504. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241133
Issue
Vol. 13 No. 3 (2019): Dusit Thani College Journal Vol.13 No.3 September -December 2019
Section
Academic Article

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