Dessert Route :The development of tourism route toexperience and learn how to make dessert in Chiang Mai

Abstract

The purposes of this research are 1) to study the potential of dessert shop tourism in Muang District, Chiang Mai, and 2) to develop a tourism route to experience and learn how to make desserts in Muang District, Chiang Mai. The format of research is mixed methods research between quantitative research and qualitative research. The research areas are Nimmanhaemin Road and Sirimangkalajarn Road, Muang District, Chiang Mai, totaling 7 shops. The sample groups are owners, managers, employees, and tourists, totaling 140 people, using a simple selection method. The research instruments have 2 types: 1) questionnaire and 2) interview. Data were analyzed using statistics, percentage, average/mean (X̅), content, and descriptive analysis, and Standard Deviation (S.D.).

To study the potential of dessert shop tourism in Muang District, Chiang Mai, considering the overall results, it was found that tourists' opinions on the service of the staff in the shops were at the highest level, with an average of 4.26. The overall environment of the shops was at a high level, with an average of 4.10. Food, desserts, and beverages of the shops were at a high level, with an average of 4.06. The fame of the shops was at a high level, with an average of 3.95. The convenience of travel was at a moderate level, with an average of 3.19.

To develop a tourism route to experience and learn how to make desserts in Muang District, Chiang Mai, the convenience of travel should be improved by providing sufficient parking. Food, desserts, and beverages of the shops should allow customers to choose the level of sweetness and adjust the size to fit the price. The service of the staff in the shops should be improved to provide quick service for customers and collect containers every time a customer leaves the shop. The overall environment of the shops should have air conditioners installed throughout and reduce the problem of mosquitoes.