• Wanphen Kuensman มหาวิทยาลัยสวนดุสิต
  • Wipada Mukda


Marketing mix, foreign travel agencies, Thai tourists


The objective of this academic article was to study the marketing mix of using foreign tour companies for Thai tourists. It was found that regarding the service product, the tour packages should be suitably organized in terms of duration and the tour program document should provide clear details. Cleanness, modernity, and safety should be considered for arranging the accommodation. For the price, it should be suitable for the tour package, convenient for payment, cheaper price compared to other tour agencies. Regarding the distribution channels, the communication should be easily accessible with various channels such as internet, phone call, Line, and website. For the marketing promotion, special price should be promoted, advertisement should be done via internet, souvenirs like bags should be provided for tourists. For the physical aspects, a document certifying the legitimate opening of a tour company should be displayed and various tour packages should be offered. Regarding the service process, the service should be fast and accurate, able to comply with the agreements made with customers and able to adjust services to meet customer needs. For the personnel, the staffs should be willing to provide services with service knowledge and quick problem solving. 


Chatchakul, N. (2014). Tourism Industry. (6th printing). Bangkok: Chulalongkorn University Press. (in Thai)

Foxall, G.R. & Sigurdsson, V. (2013). Consumer behavior analysis: Behavioral economics meets the marketplace. Psychological Record, 63(2), 231-237.

Harle, J. & Nguanphan, S. (2014). Factors Affecting Foreign Tourists' Travel Decision Making in Thailand. Journal of Finance, Investment, Marketing and Business Administration, 4(3), 415-426. (in Thai)

Jittangwattana, B. (2016). Tourism Industry Marketing Management. Bangkok: Thammasat University Book Center. (in Thai)

Jongrak, N. (2017). Behavior of tourists living in Bangkok and vicinities towards the decision to use the services of a travel agency. Independent research, Master of Business Administration program. Thammasat University. (in Thai)

Kamalas Na Ayudhya, W. (2015). Factors of Service Selection of Thai Passengers on European Air Routes, Thai Airways International Public Company Limited. Master of Management Program. Suranaree University of Technology. (in Thai)

Karnjanakit, S. (2014). Recreation and tourism industry. Bangkok: Chulalongkorn University Printing House. (in Thai)

Khemthong, S. (2016). Management and marketing strategies for hotel business. Nonthaburi: Sukhothai Thammathirat Open University. (in Thai)

Kotler, P. (2010). Marketing Management. The Millennium ed. Upper Saddle River. New Jersey: Prentice-Hall.

Kotler, P. & Armstrong, G. (2014). Principle of marketing (15thed). New Jersey: Pearson Prentice-Hall.

Luengthitikanchana, K. (2016). Factors Affecting Thai Tourists' Decision Making in Taiwan. Independent research, Master of Economics program. Thammasat University. (in Thai)

Lertporn, P. (2016). Tourism Behavior. (3rd printing). Bangkok: Chulalongkorn University Press.

Nielson, K. (2014). Approaches to seniors’ tourist behavior. Tourism Review, 69(2), 111-121.

Page, S. J. (2015). Tourism management. New York: Routledge.

Phimonsompong, C. (2014). Planning and development of the tourism market. (12th edition). Bangkok: Kasetsart University. (in Thai)

Piyawinichpong, C. (2015). Marketing for the tourism industry. Retrieved October 19, 2021 from (in Thai)

Phasakul, L. (2016). Tourism Behavior. (3rd printing). Bangkok: Chulalongkorn University Press. (in Thai)

Proirungroj, R. (2015). Tourist behavior. Bangkok: Odeon Store. (in Thai)

Sereerat, S. , Sereerat, S., Meechinda, P., Anuvitchanon, J. & Lertwanwit, O. (2017). The New Era of Marketing Management: (Marketing Management) Revised Edition. Bangkok: Diamond in Business World.

Siritrakulwong, T. (2011). Marketing Factors Influencing Thailand Tourism Decision of East Asian Tourists: A Case Study of Korean, Chinese, Japanese Tourists. RMUTT Global Business and Economics Review, 6(2), 82-97.

Soikhiri, M. (2015). Service marketing mix that affects the accommodation decision of Thai tourists in 5-star hotels in Cha-am district. Phetchaburi Province and Hua Hin District Prachuap Khiri Khan Province. Thesis Master of Business Administration. Stamford International University.

Sriboonpeng, J. (2016). A Study of Environmental Factors Influencing Changes in Channel Use of Tour Businesses at Present. Thesis Department of the Master of Business Administration Program. Stamford International University.

Suwanpimol, K. (2005). The meaning of tourists. Bangkok: Pearson Education Indochina Co., Ltd. (in Thai)

Thai hotel business. (2560). Marketing mix 7P’s for Service Business. Retrieved October 19, 2021 from:

Tourism Authority of Thailand. (2017). Tourism Economic Report No.7. Retrieved October 19, 2021 from, January-March. (in Thai)

Udomthiraphan, A. (2016). Factors affecting the purchase of foreign tour packages of Thai tourists in Bangkok. Independent research, Master of Business Administration program. College of Management Innovation Rajamangala University of Technology Rattanakosin. (in Thai)

Waewkaew, T. (2014). Tourism behavior of Thai tourists traveling to Korea or Japan. Thesis, Master of Business Administration Program. Rajamangala University of Technology Thanyaburi. (in Thai)

Wongwanich, W. (2006). Expectation and satisfaction of eco-tourists. Bangkok: Thammasat University Press. (in Thai)

Wongpratum, N. (2014).Tourist behavior.Retrieved October 19, 2021 from (in Thai)

Yoophothong, B. (2016). Behavior and Satisfaction of International Tourists Regarding Thai Food along the Bangkok Riverside. Master of Science Thesis. Chulalongkorn University. (in Thai)




How to Cite

Kuensman, W., & Mukda, W. (2022). THE MARKETING MIX OF USING FOREIGN TOUR COMPANIES FOR THAI TOURISTS. Academic Journal Phranakhon Rajabhat University, 13(2), 187–203. Retrieved from



บทความวิชาการ (Article)