Developing small coffee shop to promote community-based tourism in Kanchanaburi Province applying the concept of destination fascination scale

Abstract

The objectives of this research were to: 1) study the services marketing strategies of small coffee shops in Community-Based Tourism (CBT) within Kanchanaburi Province; 2) examine the destination fascination generated by these small coffee shops; and 3) propose development guidelines for small coffee shops to promote community-based tourism in Kanchanaburi Province by leveraging the influences of the services marketing mix to enhance destination fascination. The sample consisted of 400 Thai tourists who visited CBT sites and utilized small coffee shop services in Kanchanaburi province. The sample size was determined using Cochran’s (1977) formula at a 95% confidence level, employing purposive and accidental sampling methods. Data were collected via questionnaires and analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed that: 1) tourists’ perceptions of the service marketing mix were at a moderate level; 2) their perceptions of destination fascination were at a high level; and 3) place, people, physical evidence, product, price, and process exerted statistically significant positive influence on destination fascination.  However, promotion exhibited a significant negative influence, suggesting that excessive marketing communication may diminish the authentic charm and mystery of community- based coffee shops.