Marketing Enhancement Strategy of Cultural Tourism: Secondary City - Suphanburi Province
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Abstract
The objectives of this research were (1) to study the potential of tourist attractions, service quality, service marketing mix, tourist satisfaction, intention to revisit of Thai tourists traveling for cultural tourism in secondary city, Suphanburi province, (2) to study the influence of tourist attraction’s potential, service quality, service marketing mix, intention to revisit of Thai tourists traveling for cultural tourism in secondary city, Suphanburi province, and (3) to propose marketing enhancement strategy of cultural tourism in secondary city as Suphanburi province for sustainability. Applying mixed method research, quantitative research involved collecting data through questionnaires from 400 samples including Thai tourists who have been travelling to Suphanburi province at least one time and qualitative research using in-depth interview involved key informants who are leaders and community representatives of tourist attractions, representatives of tourist attraction operators, representatives of Tourism and Sports Office, Suphanburi province, totally 44 persons. The results of the study found that (1) Thai tourists had intentions to revisit at the highest level and Thai tourists saw the potential of tourist attractions, tourist satisfaction, service marketing mix, and service quality were at a high level, respectively. (2) the potential of tourist attractions and service marketing mix influenced tourist satisfaction and tourists' intention to revisit with statistical significance at the 0.05 level. Service quality influenced tourist satisfaction and tourists' intention to revisit with statistically significance at the 0.01 level. (3) guidelines for developing and improving marketing strategies, and has been presented to relevant agencies for the preparation of action plans, strategic plans, and policy strategic plans for the future.
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