การพัฒนามาตรวัดความพร้อมของจุดหมายปลายทางการจัดประชุมฮาลาลในจังหวัดเชียงใหม่

Abstract

Granting access to Halal services for MICE is another way to increase the potential of MICE businesses in Thailand and expand the availability of MICE for Muslim MICE travelers. The objective of this study is to: 1) Study the availability components of Halal services in the meeting businesses and specifically the details of Halal service in each component. 2) Formulate the measurement scale of the availability of Halal services in meeting businesses. 3) Measure the availability of Halal services in meeting businesses by using Chiang Mai province as a case study. The sample group for this study consists of service providers that related meeting businesses nationally, which the sample group contains 550 examples. From the aforementioned objective, the researchers divided the study into 4 steps. First, in order to formulate the primary measurement scale, we started by literature reviewing related studies to examine the concept of a “MICE destination” and Halal services. We have also interviewed experts on meeting service providers and Halal services. The Halal service in meeting business measurement scale is composed of 10 components as follows: Accessibility, Amenity, Activity, Attraction, Area/venue, Accommodation, Agency, Accountability, Award, and Advance in business opportunity. Including Halal-related questions in each component. Second, validating the content validity of the measurement scale by experts, and giving questionnaires to try-out groups to adjust the Halal questions, in order to formulate the valid and applicable measurement scale which consists of 39 Halal-related questions. Third, assessing the scale validity and reliability after collected data from the sample groups. The researchers used R software to analyze the data provided by applying the confirmatory factor analysis (CFA) method. We have found that the factor loading of the 10 components at a tolerable degree, and the questionnaire has 36 Halal items left in total. Moreover, we use the measurement scale to assess the composite reliability, construct validity (both convergent validity and discriminant validity), all are at an acceptable degree. The final section of the study, the researchers apply the measurement scale of the availability of Halal services. We studied the meeting businesses in Chiang Mai and assessed the availability rate of Halal services in meeting businesses in each component and the overall readiness result. The researchers have found that Amenity was the highest-rated component of availability of Halal services in meeting businesses in Chiang Mai, which scored 2.87. While the component with the least score is the Advance in business opportunity which rated 0.32. And the overall readiness result of the availability of halal services in meeting businesses in Chiang Mai was rated 3.45. The availability development of Halal services in the Meeting businesses in Chiang Mai in various aspects still need to be improved and develop simultaneously, especially for providing information or knowledge about Halal services, basic principles, and guidelines for service providers related to the Meeting businesses. The public and private organizers that are responsible for driving the MICE in Chiang Mai must cooperatively study and plan to support the market of Muslim travelers and Muslim MICE business groups in the future.