Developing a marketing communication strategy for foreign passengers to enhance the positive image of Phuket International Airport

Abstract

The research on marketing strategy development among foreign passengers to strengthen positive image of Phuket Airport aimed to study marketing situation of Phuket Airport, media perception behavior, to evaluate effectiveness of marketing strategies and Phuket Airport image in the opinions of foreign passengers, to study media exposure behavior of foreign passengers contributing to media perception behavior of Phuket Airport, to study factors affecting perception of Phuket Airport image in the opinions of foreign passengers and marketing communication factors affecting perception of Phuket Airport image, and to develop marketing strategies among foreign passengers so as to strengthen positive image of Phuket Airport. The research was conducted on the basis of mixed method study that combines quantitative and qualitative research methods. With regard to the qualitative research, key informants are 15 persons relevant to marketing communication and image creation for Phuket Airport, consisting of executive representatives and operations staff from Airports of Thailand Public Company Limited (AOT) and executive representatives and operations staff from Phuket Airport. Data were collected using a semi-structured in-depth interview and focus group discussion. As for the quantitative research, the population and sample in the research consist of 400 foreign passengers using services of Phuket Airport, selected by purposive sampling technique according to the inclusion criteria.

Data analysis in the quantitative research was conducted using statistical analysis software for hypothesis testing. Descriptive statistics included percentage, mean, and standard deviation. Inferential statistic was One-Way ANOVA, and multiple regression analysis. In terms of the qualitative research, content analysis was used as it provided clarity and certainty.

Multiple linear regression analysis results of IMC tools factors affecting perception of Phuket Airport image in the opinions of foreign passengers found sales promotion, public relations, direct marketing, and IMC interactivity had an effect on perception of Phuket image in the opinions of foreign passengers with the statistical significance level of 0.05. Sales promotion, public relations, direct marketing and IMC interactivity mutually described the variance of perception of Phuket image by 59% and had a positive effect on perception of Phuket image in the opinions of foreign passengers. The variable having the largest effect on perception of Phuket Airport image in the opinions of foreign passengers was IMC interactivity, followed by public relations, sales promotion, and direct marketing, respectively.