THE CORPORATE MEETING PACKAGE DESIGN WITH CONJOINT ANALYSIS FOR COMPETITIVE ADVANTAGE DEVELOPMENT IN NAKHON PATHOM PROVINCE

Abstract

This research aimed 1) to study the attributes and the attributes level of the corporate meeting package components 2) to analyse the components of a corporate meeting package that is consistent with the needs of corporate meeting travellers’ groups in Nakhon Pathom province, and 3) to group the corporate meeting traveller and comparative study the difference in each subgroup in Nakhon Pathom province. It was used a mixed-methods research by in-depth interviews with 40 business stakeholders in Nakhon Pathom Province to extract 5 attributes and 14 attribute levels. Then, the questionnaires were generated and used to collect data with a sampling group of 390 users of the meeting venue in Nakhon Pathom province with using Content Analysis, Conjoint Analysis and Cluster Analysis. The research revealed that 1) There were 5 components of meeting package attributes; meeting room, price, food and beverage service, environment of organizing activities, and linkage tourist attractions. 2) The research finding that the most important component was the meeting rooms that had a weight of 24.684. The linkage tourist attractions had a weight of 21.130. The price component had a weight of 20.725. The food and beverage service had a weight of 18.958. The environmental meeting had a weight of 14.503, respectively. 3) The result of Cluster Analysis revealed that the most of the hotel and convention users focused on the meeting rooms and linkage tourist attractions, highly significantly and most resort users focused on the meeting rooms and price, highly significantly.