Tourism marketing management strategies for Nakhon Si Thammarat as a secondary tourism city toward foreign quality tourists
Files
Issued Date
2018
Available Date
Copyright Date
Resource Type
Series
Edition
Language
eng
File Type
application/pdf
No. of Pages/File Size
402 leaves
ISBN
ISSN
eISSN
Other identifier(s)
b207917
Identifier(s)
Access Rights
Access Status
Rights
ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
Rights Holder(s)
Physical Location
National Institute of Development Administration. Library and Information Center
Bibliographic Citation
Citation
Angsikarn Sasithornwetchakul (2018). Tourism marketing management strategies for Nakhon Si Thammarat as a secondary tourism city toward foreign quality tourists. Retrieved from: https://repository.nida.ac.th/handle/662723737/6408.
Title
Tourism marketing management strategies for Nakhon Si Thammarat as a secondary tourism city toward foreign quality tourists
Alternative Title(s)
Author(s)
Editor(s)
Advisor(s)
Advisor's email
Contributor(s)
Contributor(s)
Abstract
Nakhon Si Thammarat (NST) is one of the amazing destinations with a wide
variety of tourist attractions. Effective tourism marketing management, thus, enables to
enhance NST people of all ages. This research is subsequently aimed for 1) analyzing a
tourism context of Nakhon Si Thammarat as a secondary tourism city; 2) evaluating
tourism management of Nakhon Si Thammaratas a secondary tourism city; 3) studying
behavior based on tourism marketing factors of Nakhon Si Thammarat as a secondary
tourism city; 4) evaluating the effectiveness of tourism marketing factors of Nakhon Si
Thammarat as a secondary tourism city; and, 5) creating tourism marketing management
strategies of Nakhon Si Thammarat as a secondary tourism city toward foreign quality
tourists.
In order to obtain all relevant information, a combination of both quantitative and
qualitative methods was employed in this research. For qualitative method,
in addition to in-depth interview with 30 foreign quality tourists who travelled from
primary tourism cities to Nakhon Si Thammarat, the study was done through a focus
group whose members were selected by means of purposive sampling which included
individuals from different provincial tourism sectors: 1) public and academic sectors; 2)
private sector in Muang District and Khanom District; and 3) the community-based
tourism sector. For quantitative method, samples were 400 foreign quality tourists whose
income per year was between USD 20,000 and 60,000, and travelled outside their home
country (to any countries) at least one time within the last five years. This research investigation was focused only on foreign quality tourists who travelled on their own as
Free Independent Travellers (FIT). The research tools were the questionnaires whereas
descriptive statistics were used to analyze data, i.e., percentage, mean, standard deviation
and Importance-Performance Analysis (IPA).
Based on the results from the questionnaire, focus groups with tourism
stakeholders as well as the in-depth interview with foreign quality tourists, all
strengths, weaknesses, opportunities and threats are gathered, respectively followed
by the analysis and TOWS Matrix creation, conducting a matching and making it
possible to establish 15 tourism marketing management strategies. The SO strategies
comprise of market penetration strategy, buzz marketing/ electronic word of mouth
marketing (e-WOM) among repeater tourists, more public relations and aggressive
marketing strategy at airports of nearby primary tourism cities, promotion during
green season of Andaman Coast, brand’s new image and entrepreneurial marketing
strategy. Six WO strategies are 1) developing supply to be ready for foreign tourists
who constantly visit the province 2) SO marketing strategy promotions to expatriates
living or working in Thailand 3) Tourism marketing network connecting primary
tourism cities and secondary tourism cities 4) the pilot project on developing and
upgrading public transport in 4.0 era 5) establishing brand new image and campaign
for the provincial people to be aware of tourism importance; and 6) creating local
identity; developing tourism activities and setting fixed timetables, whereas two ST
strategies include tourism campaign for short haul tourists; and, value for money and
time for tourists to visit Nakhon Si Thammarat. The last one of WT Strategy is
content marketing strategy.
Table of contents
Description
Thesis (Ph.D. (Intgerated Tourism Management))--National Institute of Development Administration, 2018