Guidelines for Developing the 7Ps Marketing Mix for Cultural Tourism: A Case Study of Wat Lampaya Floating Market, Nakhon Pathom Province

Abstract

This research aimed to propose the guidelines for developing the 7Ps marketing mix for cultural tourism: a case study of Wat Lam Phaya Floating Market, Nakhon Pathom Province. The study employed a quantitative research approach. The population consisted of 400 Thai tourists visiting Wat Lam Phaya Floating Market, selected through purposive sampling. A questionnaire was used as the research instrument. Data were analyzed using frequency, percentage, mean, and standard deviation. The results revealed that most tourists were female, in their youth or early working age, held a bachelor’s degree, had a moderate income, and preferred traveling with family or friends during weekends. Overall, tourists’ opinions regarding the 7Ps marketing mix were at a high level, with the highest mean scores found in the product and people dimensions. The study suggested that the product should be developed with unique and high-quality features that reflect local cultural identity. The price should be set reasonably, transparently, and appropriately in relation to product quality. The place should be improved for better accessibility, organized shop zoning, and safe service areas. The Promotion should emphasize online media and organize cultural activities to attract tourists. The Process should be enhanced for more efficient and systematic service delivery. The People aspect should focus on improving service skills, knowledge, and hospitality among staff. The Physical Evidence should maintain cleanliness and safety, provide adequate facilities, and improve the landscape aesthetics to create a high-quality and sustainable tourism experience.