Behavior and Needs of Generation Y Couples in Terms of Physical Evidence in the Next Normal: Wedding Venues in the Bangkok Metropolitan Region
Article Sidebar
Main Article Content
Abstract
The objectives of this research were (1) to study the behaviors of Generation Y couples to use the wedding venue in the next normal: a case study of wedding venues in the Bangkok Metropolitan Region; and (2) to study the needs of Generation Y couples to use the wedding venue in terms of physical evidence in the next normal: a case study of wedding venues in the Bangkok Metropolitan Region. It is quantitative research. Data were collected through an online questionnaire from 420 Generation Y couples in the Bangkok Metropolitan Region. Data were analyzed using descriptive and inference statistics, including frequency distribution, percentage, mean, standard deviation, t-test, One-way ANOVA, and Scheffe’s method to test the hypothesis. The results of the research revealed that the generation Y couples who answered the questionnaire were mostly female, aged between 26 - 32 years old, had a bachelor's degree, were in a relationship, were private company employees, and had an average income of 15,001 to 25,000 baht. There was a tendency for generation Y couples to use wedding venues in Bangkok and its vicinity and choose a hotel as a wedding venue with a wedding budget of 100,000–200,000 baht. There were family members who influenced the decision to marry. The expected time for the wedding was winter. Marketing information about the wedding venue has been received from social media. The number of wedding attendees was estimated to be 51–100, and most of them chose innovative wedding venue services during the process of marriage. And most of the needs in the physical evidence in the next normal were at the highest level. (x ̅ = 4.70, SD = 0.47). The results of the research hypothesis testing revealed that the behavior of Generation Y couples using different wedding venues has influenced their needs, and the physical evidence in the next normal case study of wedding venues in the Bangkok Metropolitan Region was different.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Bank of Thailand. (2020). The Next Normal looks at the trend of "Next Normal" after COVID-19. Retrieved From https://www.bot.or.th/
Thai/BOTMagazine/.
Chonlawasin, K. (2021). The influence of store atmosphere on consumer purchase intention case of Muji flagship store in Bangkok district. Independent Study, Master of Management, Mahidol University.
Digital Economy Promotion Agency. (2023). Digital Transformation from New Normal to Next Normal. Retrieved From https://www.depa.or.th/th/article-view/digital-transformation-new-normal-next-normal.
Department of Provincial Administration. (2023). Civil registration population statistics (monthly). Retrieved From https://stat.bora.dopa.go.th/stat/.
Department of Industrial Promotion (2022). Marketing for Service Business. (In Thai). Online]. Retrieved From https://bsc.dip.go.th/th/
category/2017-10-27-07-51-56/2017-11-07-06-27-35.
Jitsoonthornchaikul, M. (2020). Consumer Behavior and Retail Business. (In Thai). SE-EDUCATION.
Kanghanthong, S., Sornsri, S., Pongdee, S., Jaroensombut, L. (2021). The guidelines for adjustments of wedding entrepreneurs in New Normal era. Business Conference 2021, The 8th Business Transition to the New Normal, Maejo University, 69-81.
Muangmingsuk, S. (2015). Key factors that affect on choosing a wedding ceremony's service at Thai army club Vibhavadi: military officer, office of the permanent secretary for defence case study. Independent Study, Master of Management, Mahidol University.
Pornprathani, T. (2018). The need of wedding planner in aspects of gen-y couple. Independent Study, Master of Management, Mahidol University.
Potchanasit, P., Hong-Ngam, J., Srungboonmee, T., (2022). Understanding Marriage Determinants on Working Age. Journal of Applied Economics and Management Strategy, 9(1), 113-126.
Smitchat, T. (2014). Factors affecting decision on the purchase of Hotel's wedding package in Bangkok. Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat university.
Sethna, Z. & Blyth, J. (2019). Consumer Behaviour. (4th ed.). London: SAGE.
Sudprasert, W. (2014). Factors affecting customer service quality of Summit Honda Automobile Limited (Branch Bangna). Independent Study, General Management, Rajamangala University of Technology Thanyaburi.
Srathonghon, S. (2012). Factors influencing consumer behavior and satisfaction toward service usage of Watson shop in Bangkok metropolis. Master’s Project M.B.A. (Management), Graduate School, Srinakharinwirot University
Thai broadcasting company limited. (2023). NIA invites you to get to know "All About Wed", a new startup Apps to help arrange a wedding. Retrieved March 24, 2023, From, https://workpointtoday.com.