Development of souvenir markets in the southern Fegion of northeastern Thailand(Thai)

Abstract

The souvenir buying behavior, the factors influencing decisions on buying souvenirs, types and forms that correspond to the needs of tourists, problems and obstacles in buying souvenirs and guidelines for developing souvenir markets in the southern region of Northeastern Thailand were studied. Field survey research was conducted for this study using a questionnaire as data collection tool. It was found that the tourists bought the utensil souvenirs from shops outside the tourist areas, brought them during trips, and bought them for friends and relatives. The factors influencing the souvenir buying decision were (in declining order of importance): product, price, distribution channel and promotion. Regarding the product, the core product was more important than its appearance and reputation such as being free from hazardous substances, being uniquely local and enduring storage well. The form of product should reflect the culture and the wisdom of the local people, and emphasize on quality, harmonizing with culture and tradition. The categories of products that corresponded to the need were drawings and the photographs, and the category of utensils were items for personal use. The problems and the obstacles in buying souvenirs were important with the following issues being the most problematic: distribution that did not cover all of the tourist areas, lack of advertising and government support, lack of uniqueness, and unattractive products. Guidelines for developing souvenir markets include improving product form, increasing product variety, and advertising and public relations.