Development of Cost Reduction Models for Tourism Activities through Activity-Based Management: A Case Study of Hua Takhe Community, Lat Krabang District, Bangkok
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Abstract
This research aimed to: 1) study the activity costs of tourism in Hua Takhe Community, Lat Krabang District, Bangkok; 2) evaluate tourists' willingness to pay for tourism activities in Hua Takhe Community, Lat Krabang District, Bangkok; 3) analyze approaches for reducing tourism activity costs in Hua Takhe Community, Lat Krabang District, Bangkok; and 4) identify opportunities for continuous improvement in tourism activities performance in Hua Takhe Community, Lat Krabang District, Bangkok. This mixed-methods research combined quantitative and qualitative approaches, involving 24 key informants and 385 sample participants. Research instruments included interview forms and questionnaires. Descriptive statistics were used to calculate frequency, percentage, mean, and standard deviation values, while Chi-square tests were employed to examine relationships between demographic characteristics and willingness to pay evaluations.
The research findings revealed that Hua Takhe Community employs “Social Pricing” approaches more than “Cost-based Pricing,” resulting in 44.40 percent of activities operating at a loss, entirely unprofitable, and particularly Thai dessert activities. Tourists' willingness to pay assessments showed gaps between purchasing power and actual costs. Cost reduction approaches include: restructuring prices through target market segmentation, reducing structural costs through the use of local alternative materials, and developing standardized management systems. Opportunities exist for improving financial management systems, cost structures, upgrading quality standards and service delivery, creating network cooperation, and implementing systematic monitoring and evaluation processes.
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