Guidelines for the Promotion of Cultural Tourism Marketing in Nakhon Phanom Province
Article Sidebar
Published:
Apr 10, 2020
Keywords:
Promotion, Cultural tourism, Marketing, Nakhon Phanom Province
Main Article Content
Abstract
This research objectives are focused on 1) studying about the tourists’ behaviors who have travelled in the cultural tourist attractions of Nakhon Phanom, 2) studying the Nakhon Phanom’s tourism marketing mix [7Ps] and 3) initiating the Nakhon Phanom’s cultural tourism promotion approach/ guideline with the tourism marketing mix [7Ps]. It is designed for quantitative research as data was collected from 400 random tourists using questionnaires, analyzed by descriptive statistic as frequency, percentage, mean and standard deviation. The analytical statistic methods are the t-test, one-way variation analysis ANOVA, and the dual mean differences by Scheffe’s method with the significance of 0.05
The outcomes could be summarized as these followings;
- Tourists’ behavior at the Nakhon Phanom’s cultural tourist attractions revealed that 29.8 percent of interviewees aimed for recreation, 22.5 percent of them focused on local culture and traditions, 25.8 percent of them revealed their motivation on their travel to Nakhon Phanom because of the diversity of tourism resources. Also 26.5 percent of them revealed the social influences and individual’s perception related to their decision.
- The overall of tourists’ notions towards Nakhon Phanom’s cultural tourism marketing mix [7Ps] was high with its mean of 4.11 as categorized into the 1st mix on physical evidence and presentation with its mean of 4.35, the 2nd mix on products with its mean of 4.23, the 3rd mix on pricing and services with its mean of 4.18, the 4th mix on processing with its mean of 4.10, the 5th mix on product distribution with its mean of 4.08, the 6th mix on personnel with its mean of 4.05, and the 7th mix on marketing promotion with its minimum mean of 3.18, respectively. For t-test, it revealed that different gender of tourists showed their different priorities on marketing mix [7Ps] as well as the one-way variation analysis ANOVA remarked that tourists with different educational background, career and average monthly income also showed their different priorities on marketing mix [7Ps].
- Launching for Nakhon Phanom’s marketing strategy on cultural tourism, the study found that those marketing mix [7Ps] required for improvement. The physical evidence and presentation had to arrange zoning management and develop both major and minor (commuting) routes. The product should have its variety and cultural spectacular. The price should be reasonable. The process should initiate the (modern) tourism technology for operation and services. The place should be easily and conveniently accessibility. The people working in tourism and services business should be developed and adequate. The promotion should continuously have its tourism marketing campaign.
Article Details
How to Cite
Phumiworramunee, S. . ., Wongmonta, S. . ., & Techakana, J. . . (2020). Guidelines for the Promotion of Cultural Tourism Marketing in Nakhon Phanom Province. Dusit Thani College Journal, 13(1), 184–201. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241012
Section
Research Article
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
1. Auampradit Juthamart. (2011). Behavior and the Satisfaction of Tourist in Ayutthaya Province.
Business Economics. Chiang Mai University. Chiang Mai.
2. Chawannooch Aootthayan. (2009). Instructional Documents Tourist Behavior. Rajamangala
University of Technology Krungthep. (Source). https://touristbehavior.wordpress.com/1
3. Dangrot Preecha. (2011). 21st Century Tourism Industry. Bangkok. Five and Four.
4. Department of Tourism (2014). Handbook of assessment standards of quality cultural
attractions. Bangkok. The War Veterans Organization of Thailand Under Royal
Patronage of His majesty the King.
5. Karnjana Sukhanthasirikool. (2013). The Development of Cultural Tourism in the Northeast. Search on 5 May 2017, (Source http://sutir.sut.ac.th:8080/sutir/handle/123456789/6225
6. Kemika Kumpet. (2012). Guidelines on Sustainable Tourism Development with the Cooperation of Community at Khophayam, Ranong Provinces. Independent study (Tourism and Hotel Management), Naresuan University.
7. Ketsingh Wichian. (1998). Action Research. (3rd ed.). Bangkok. Thaiwatthanabhanit.
8. Khongsawat Juthamart. (2007). Study of an Approach to Promote Cultural Tourism Nakhon Phathom Province.
9. Kitja Techasirithanakul. (2006). Development the Potential of Cultural Tourism Mekong river bar Case Study of Sri Ubon Rattanaram Temple, Muang District Ubon Ratchathani Province, Ubon Ratchathani university.
10. Kotler, Philip. (2003). Marketing Management. (11th ed.) Pearson Education.
11. Kumpet, Kemika. (2012). Guidelines on Sustainable Tourism Development with the Cooperation of Community at Khophayam, Ranong Provinces. Independent study (Tourism and Hotel Management), Naresuan University.
12. Ministry of Tourism and Sports. (2011). The National Tourism Development Plan of 2012 -2016. (Online) Source: http://www.mots.go.th/ewt_dl_link.php?
13. Mongkhonnavakun, Pakcharada. (2012). Satisfaction of Thai tourist toward taling chang floating market. Independent study (Marketing Management), Siam University, Bangkok.
14. Nakhon Phanom Province Official. (2016). The Development Plan of Nakhon Phanom Province. 2017 - 2521 BC. (Source) http://www.nakhonphanom.go.th/
15. Nakhonphanom Statistical Office. (2016). The Report Analyses the situation of spatial data. (Source). http://osthailand.nic.go.th/masterplan_area/userfiles/
16. National Research Council of Thailand. (2011). The Policies and Strategies of national research, 8, (2012 - 2016).
17. National Statistical Office and Women's Affairs and Famalily Development Office. (2008). Gender-male: different on similar. Thammada Press. Bangkok.
18. Nittaya Ngamyingyong and La-iard Silanoi. (2017). Guidelines on Sustainable Tourism Development at The Lakha Community on The Banks of Damnoensaduak Canal in Samutsakhon and Ratchaburi Provinces, Dusit Thani College Journal 11(1), January-April 2017. 11(1), 149-166.
19. Pathomkanjana, Chaichan. (2014). Guildelines for the Promotion of Cultural Tourism Participation of Community Bangluang, Banglen District, Nakhon Pathom Province. Academic Services Journal Prince of Songkla University. 26(1), 118-129.
20. Sayrerat Siriwan . (1998). Tourist Behavior. (2nd ed.). Bangkok. Samakkheesan (Dokya).
21. Sereerat Siriwan. (1998). Marketing Management. Diamond in Business World Publishing, Bangkok.
22. Sudaporn Thongsawat. (2016). Behaviour and the satisfaction of Malaysian tourists traveling cultural tourism in Songkhla. Songkha University.
23. Sukanthasirikun Kanchana. (2013). The Quality Development of Northeastern Cultural Tourism in Thailand. Program in Technology Management. School of Social Technology. Suranaree University of Technology.
24. Untachai Subchat. (2012). The Development of Integrated Ecotourism Marketing Management to be Sustainable in Upper Northeastern, Thailand. Udon Thani Rajabhat University.
Business Economics. Chiang Mai University. Chiang Mai.
2. Chawannooch Aootthayan. (2009). Instructional Documents Tourist Behavior. Rajamangala
University of Technology Krungthep. (Source). https://touristbehavior.wordpress.com/1
3. Dangrot Preecha. (2011). 21st Century Tourism Industry. Bangkok. Five and Four.
4. Department of Tourism (2014). Handbook of assessment standards of quality cultural
attractions. Bangkok. The War Veterans Organization of Thailand Under Royal
Patronage of His majesty the King.
5. Karnjana Sukhanthasirikool. (2013). The Development of Cultural Tourism in the Northeast. Search on 5 May 2017, (Source http://sutir.sut.ac.th:8080/sutir/handle/123456789/6225
6. Kemika Kumpet. (2012). Guidelines on Sustainable Tourism Development with the Cooperation of Community at Khophayam, Ranong Provinces. Independent study (Tourism and Hotel Management), Naresuan University.
7. Ketsingh Wichian. (1998). Action Research. (3rd ed.). Bangkok. Thaiwatthanabhanit.
8. Khongsawat Juthamart. (2007). Study of an Approach to Promote Cultural Tourism Nakhon Phathom Province.
9. Kitja Techasirithanakul. (2006). Development the Potential of Cultural Tourism Mekong river bar Case Study of Sri Ubon Rattanaram Temple, Muang District Ubon Ratchathani Province, Ubon Ratchathani university.
10. Kotler, Philip. (2003). Marketing Management. (11th ed.) Pearson Education.
11. Kumpet, Kemika. (2012). Guidelines on Sustainable Tourism Development with the Cooperation of Community at Khophayam, Ranong Provinces. Independent study (Tourism and Hotel Management), Naresuan University.
12. Ministry of Tourism and Sports. (2011). The National Tourism Development Plan of 2012 -2016. (Online) Source: http://www.mots.go.th/ewt_dl_link.php?
13. Mongkhonnavakun, Pakcharada. (2012). Satisfaction of Thai tourist toward taling chang floating market. Independent study (Marketing Management), Siam University, Bangkok.
14. Nakhon Phanom Province Official. (2016). The Development Plan of Nakhon Phanom Province. 2017 - 2521 BC. (Source) http://www.nakhonphanom.go.th/
15. Nakhonphanom Statistical Office. (2016). The Report Analyses the situation of spatial data. (Source). http://osthailand.nic.go.th/masterplan_area/userfiles/
16. National Research Council of Thailand. (2011). The Policies and Strategies of national research, 8, (2012 - 2016).
17. National Statistical Office and Women's Affairs and Famalily Development Office. (2008). Gender-male: different on similar. Thammada Press. Bangkok.
18. Nittaya Ngamyingyong and La-iard Silanoi. (2017). Guidelines on Sustainable Tourism Development at The Lakha Community on The Banks of Damnoensaduak Canal in Samutsakhon and Ratchaburi Provinces, Dusit Thani College Journal 11(1), January-April 2017. 11(1), 149-166.
19. Pathomkanjana, Chaichan. (2014). Guildelines for the Promotion of Cultural Tourism Participation of Community Bangluang, Banglen District, Nakhon Pathom Province. Academic Services Journal Prince of Songkla University. 26(1), 118-129.
20. Sayrerat Siriwan . (1998). Tourist Behavior. (2nd ed.). Bangkok. Samakkheesan (Dokya).
21. Sereerat Siriwan. (1998). Marketing Management. Diamond in Business World Publishing, Bangkok.
22. Sudaporn Thongsawat. (2016). Behaviour and the satisfaction of Malaysian tourists traveling cultural tourism in Songkhla. Songkha University.
23. Sukanthasirikun Kanchana. (2013). The Quality Development of Northeastern Cultural Tourism in Thailand. Program in Technology Management. School of Social Technology. Suranaree University of Technology.
24. Untachai Subchat. (2012). The Development of Integrated Ecotourism Marketing Management to be Sustainable in Upper Northeastern, Thailand. Udon Thani Rajabhat University.