Abstract:
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ABSTRACT
This study aims to study factors influencing the decision of entrepreneurs in the upper Northern region 1 to attend Lanna Expo 2017 and study their attending behavior in Lanna Expo 2017, so as to serves as a guideline in developing upcoming Lanna Expo in the following year. Data were collected from entrepreneurs who participated in the exhibition and Sale of products at Lanna Expo 2017, during 23 June - 2 July 2017 at the Chiang Mai International Exhibition and Convention Center, Chiang Mai province. The data were gathered from exhibition hall zone 1 – 3, which consists of 300 people. The sample were divided as follows: 108 entrepreneurs who engaged on handicraft and OTOP products, 107 tour entrepreneurs, and 85 entrepreneurs who engaged on safe agricultural and processed agricultural products. The data were analyzed using descriptive statistics and it consists of frequency, percentage, mean, and Likert Scale.
The results of the study found that most of the respondents were female, with bachelor degree holder. Business for is an individual organization, they have 1 - 9 employees in their business and their factories are located in Chiang Mai. General information were different for each group such as most of the entrepreneurs who engaged on handicraft and OTOP products are aged 51, they are married and have been operating their business for more than 12 years. Most tour entrepreneurs are between aged 21 and 30 years, they are single and have been operating their business for more than 3 - 6 years. In terms of entrepreneurs who engaged on safe agricultural and processed agricultural products, most of them are between aged 31 - 40 years, they are single and have been operating their business for more than 12 years.
The result of factors influencing the decision of entrepreneurs in attending Lanna Expo 2017 shows that, much important were attached to factor related to physical environment, followed by process and selling channels.
Most of the entrepreneurs aim at increasing their selling opportunity at Lanna Expo 2017. There have frequently participate twice at the expo, their cost of attending 2017 Expo was less than 5,000 Baht. They received upcoming information about the 2017 expo from friends and people related to them. Customers’ serves as an individual who influence entrepreneur’s decision on joining the 2017 expo. The average sales of most entrepreneur per day is less than 5,000 baht and most of them had a pre-order less than 50,000 baht.
Key word: entrepreneurs in the upper Northern region 1, behavior, Lanna Expo, International Exhibition and Convention Center, The result of factors influencing the decision
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