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The marketing mix for Phayao province, Thailand tourism


W., Madhyamapurush (2014) The marketing mix for Phayao province, Thailand tourism. In: 2nd Tourism and Hospitality International Conference (THIC 2014), 5-6 November 2014, Langkawi, Malaysia.

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Abstract

Phayao province is one of the northern provinces of Thailand which has very unique geographical and cultural attractions, but only few tourists know all about this fact.In 2011, the province came up with such as vision intended to develop tourism under the programme ―Safety of Agriculture and Sustainable Tourism.The local government created a great deal of tourism plans in order to support tourism activities.However, the results were not quite successful because those tourism plans lacked the understanding of tourism marketing. The purpose of this research was to develop understanding of tourism marketing.The research methodology employed qualitative and quantitative method. 400 samples of the population which were Thai tourists were selected as representatives. The group of sample was large enough to gain better understanding of the Thai tourist behavior.Furthermore, focus group techniques were employed.The focus group consisted of 10 experts from various related fields, namely tourism, marketing, and policy making fields (from both government and private sectors). Findings were mainly on 3 issues; 1) Thai tourism behavior, 2) Tourism Marketing mixture in Phayao province, and 3) Developing of tourism marketing in Phayao province. According to Thai tourist behavior by George March and Arch Woodside (2005) revealed the information about the tourists in the following aspects: 1. length of time to stay (1 Day), 2. travelling cost (1700 Bath), 3. activities (health tourism and soft adventure), 4 accommodation (hotel), and 5. tourism resource (nature and culture). In addition, the books about marketing mix by Philip Kotler (2006) and Alastair Massion (2001) discuss the following aspects; Product, Price, Place, Promotion, People, Process, Physical evidence, Partnership, Packaging, People, and Power.The key concepts of Tourism marketing development in Phayao province are as follows; 1) Planning 2) Product and Service Development 3) Tourism Network 4) Human Resource Development 5) Price 6) FriendTo-Friend and 7) Cooperating with government.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN:978-983-2078-83-8 Organized by: School of Tourism, Hospitality and Environmental Management, Universiti Utara Malaysia
Uncontrolled Keywords: destination image; Intentions to visit; word of mouth; perceived travel risks, tourist motivation
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 05 Mar 2015 07:13
Last Modified: 05 Mar 2015 07:13
URI: http://repo.uum.edu.my/id/eprint/13292

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