การวิเคราะห์ห่วงโซ่คุณค่าด้านการบริการการท่องเที่ยวของสวนสัตว์เชียงใหม่

Abstract

The purpose of this independent study were to study the value chain process of Chiang Mai Zoo travel services and the results of interrelated values in activity processes which created the value chain of Chiang Mai Zoo. The research instruments were interview form for the zoo’s administrators and the satisfaction questionnaire for tourists. Target group were 9 administrators of the zoo and 399tourists. Data were analyzed both qualitative and quantitative. The results showed that the value chain processes of the zoo travel services according to the missions of the zoo were 1) making Chiang Mai Zoo to be a winter zoo, 2) improving the animal show place close to nature, 3) modify the zoo landscape to be beautiful all year round, 4) improving the service to reach the international standards. The zoo had interrelated values in both primary and support activities. The results of the interrelated values which were evaluated by the satisfaction of the people and tourists were in the high level of satisfaction. The recommendations on the clean, smell, numbers and service points of the toilets should be the most concern of the administrators because this kind of service was influenced on the satisfaction of the tourists which might change from the high to highest level of the satisfaction and it could be made more people to visit and more income of the zoo.