Thai Tourist Segmentation from Marketing Communication Mix and Indigo-Dyed Fabric Wisdom Travel Intention of Sakon Nakhon Province
Keywords:
Segmentation, Tourist Behavior, Marketing Communication Mix, IntentionAbstract
This study aims to segment Thai tourists based on their perception of the marketing communication mix and their intention to engage in indigo-dyed fabric wisdom tourism in Sakon Nakhon Province. A quantitative research design was employed, using questionnaires to collect data from
400 Thai tourists visiting indigo-dyed fabric tourism sites in the province. Data were analyzed using cluster analysis and one-way ANOVA. The findings revealed three distinct segments: (1) Experience Seekers, aged 20–29, who grew up with digital technology and social media; (2) Work–Life Balancers, aged 40–49, who possess high purchasing power but demonstrate low awareness of marketing communication activities; and (3) Novelty Seekers, aged 30–39, who exhibit high levels of marketing communication awareness across all channels. The results indicate that perceptions of the marketing communication mix and travel intentions differ significantly among these groups. The study provides practical implications for tourism authorities, travel-related businesses, and local indigo producers in developing targeted marketing communication strategies aligned with the characteristics of each tourist segment, thereby enhancing the effectiveness and sustainability of cultural and wisdom-based tourism in Sakon Nakhon Province.
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