STRATEGIES FOR MANAGING NIGHT ENTERTAINMENT CABARET SHOW TOURISM BUSINESSES FOR CHINESE TOURISTS IN THE BANGKOK AREA

กลยุทธ์การจัดการการท่องเที่ยวธุรกิจสถานบันเทิงยามราตรี คาบาเรต์โชว์สำหรับนักท่องเที่ยวชาวจีนในพื้นที่กรุงเทพมหานคร

Abstract

Strategies for managing nightlife cabaret show tourism for Chinese tourists in Bangkok. This study focuses on analyzing and developing marketing strategies for Chinese tourists visiting cabaret shows in Bangkok. The aim is to enhance the accessibility and attractiveness of the shows, thereby increasing the competitiveness of the cabaret show tourism industry. The research objectives are 1) To study the motivations and satisfaction levels of Chinese tourists who attend cabaret shows in Bangkok, 2) To evaluate the management potential of nightlife cabaret show tourism in Bangkok, and 3) To develop management strategies for the night entertainment cabaret show business in Bangkok. The research methodology includes qualitative data analysis using content analysis, SWOT analysis, and TOWS matrix. Quantitative data analysis uses descriptive statistics such as percentages, means, frequencies, and standard deviations. The findings indicate that most Chinese tourists are male, aged between 28-43 years. The average motivation score for Chinese tourists visiting cabaret shows in Bangkok is (  = 3.85, S.D. = 0.50), and the average satisfaction score is (  = 3.97, S.D. = 0.46). Tourists value memorable experiences and quality service. Therefore, key marketing strategies include improving show quality, setting appropriate prices, using online channels for promotion, and effective personnel management. From both quantitative and qualitative analysis, the researcher identified crucial strategies for managing night entertainment cabaret show tourism for Chinese tourists in Bangkok, which include product management strategies, pricing strategies, sales and marketing promotion strategies, personnel management, physical characteristics management strategies, and business process strategies. The study results highlight the importance of improving the quality of performances and services to enhance the satisfaction and motivation of Chinese tourists. Using online channels for promotion and setting appropriate prices are key strategies for attracting tourists. Additionally, effective personnel management and the physical management of the venue are crucial factors that contribute to creating a positive experience for tourists and enhancing the competitive edge of cabaret show businesses in Bangkok.