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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4288

Title: Thai luxury hotel green wedding package design: Mixed method applied to international guest at Rayavadee Resort
Authors: Phuttised Chunsila
Keywords: Green Wedding
Customer Perception
Luxurious Hotel
Issue Date: 2019
Publisher: Bangkok University
Abstract: One of the most significant life events regarded by most cultures is the wedding between two individuals. People usually customize their wedding to make it unique and a memorable moment. The wedding business is a large section in the hospitality industry which is very profitable as bridal couples make a large investment toward decorations, food and beverage, and the choice of the location on their wedding day. As a repercussion, each wedding produces tons of garbage and carbon emissions. For example, American weddings produces on average around 400 to 500 pounds of garbage and 63 tons of carbon emissions per year (McMurray, 2013). By realizing such environmental impact, many couples have switched to a more sustainable wedding called the ‘Green Wedding’. This study aims at defining customer perception, components, and willingness to buy ‘Green Wedding’, among the most frequent international guests at Rayavadee resort located in Krabi, Thailand. Rayavadee resort is a destination resort that is popular among foreign couples for getting married and is a potential place for celebrating an eco-friendly wedding. In-depth interviews were recorded among 9 international guests, transcribed verbatim, and coded. Coding was based on relevant keywords identification and categorization into 7 components related to ‘Green Wedding’ The qualitative results were used to develope a survey questionnaire which was delivered online to current and previous foreign guests of Rayavadee. A total of 191 questionnaires were obtained. Descriptive statistical analysis shows that most participants developed their own representation of ‘Green Wedding’ but are not certain about what it covers exactly. Australians and Americans were found to have the greatest understanding of the concept. The weight of each ‘Green Wedding’ components is also found to vary by nationalities. Due to the differences found among the respondents from different countries, different packages of ‘Green Wedding’ were developed to target each category of customer. The findings offer valuable insight to both academic and hospitality industry, especially luxurious resorts in Thailand.
Description: Independent Study (M.M.)--Business Innovation, Graduate School, Bangkok University, 2019
Subjects: Weddings
Business administration
Wedding supplies and services industry
Advisor(s): Xavier Parisot
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4288
Appears in Collections:Independent Studies - Master
Independent Studies

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