“Service Design for Unserved Needs in Chaengwattana Area”

Abstract

              The exhibition at IMPACT Muang Thong Thani, Chaengwattana Area is one of the MICE industries that is a stimulus to Thailand’s economy as a wh­ole. There are a number of hotel accommodations surrounding Muang Thong Thani that can serve all exhibitors and attendees from large, medium and small scale. In addition, Chaengwattana Area especially Muang Thong Thani is very competitive because there are many projects and competitors in this area called “Red Ocean”. A study created an unserved needs services guideline for business hotel in Chaengwattana area and used a concept design that conform to the stained glass company STARRY. Moreover, the service guidelines can inform facility and services for future hotel project located near IMPACT Muang Thong Thani and Chaengwattana area. Instead of competing directly with Red Ocean the existing market leader at IMPACT Muang Thong Thani, Chaengwattana Area. On the other hand, this research focuses on creating unique service design products and profiting from unserved needs market space used a Blue Ocean as a strategy such as create and capture new demand from new perspective also make the competition irrelevant. The objectives of this study are 1) to know the customer’s insight and needs when choosing the hotel accommodation in the IMPACT Muang Thong Thani and Chaengwattana area. Secondly 2) to create the Service Design Programming of business hotels for unserved MICE exhibitors and local users. The research includes mixed research methodology, qualitative analysis of structured literature review, questionnaires, and uses group interviews with participants and focus group and used service design process as a research framework. The research result has found unserved needs are 1) Logistic Consult 2) Office Supply such as co-working space 3) storage. As well as hotel should provide long periods stay, customer needs a standard room at a price of 1,000 - 1,500 baht with an average stay of 8 days However, the consumer behavior of exhibitors who come from other areas are quite different from those local exhibitors in many aspects. This is because they need to stay in the hotel for a long period of time due to the fact that most exhibition lasts for several days and sometimes more than a week. In the past, there was no study of the behavior of this particular group of consumers, especially on factors affecting the choice of hotel accommodation. Moreover, shutter bus transportation, the travelling time from the hotel to the exhibition venue should not exceed 30 minutes having a shuttle service available in the hotel is very satisfiability for them. Multifunction space or room is appropriate to earn extra income to the hotel. The conclusion and recommendations of this study are purpose to suggest the new services guideline for hotel in Chaengwattana area not recommended only for exhibitor who come to IMPACT Muang Thong Thani but including people who live in Chaengwattana area and looking for a new space that suitable for their life style.