Guidelines for the Promotion of Cultural Tourism Marketing in Nakhon Phanom Province

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Sivathida Phumiworramunee
Seri Wongmonta
Jusana Techakana


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;

  1. 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.

  2. 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].

  3. 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.

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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
Research Article


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