Service Marketing Ingredients of Small Resort Businesses in Nakhon Nayok Province

Article Sidebar

pdf
Published: Apr 27, 2020
Keywords:
Marketing Mix of Services, Resorts

Main Article Content

Maliwan Chongngam
Head of Hotel and Tourism Management

Abstract

The purpose of this research was to study the marketing mix of small resort businesses in Nakhon Nayok Province. In this research, quantitative research was designed by using questionnaires.


     The study indicated that tourists have an opinion on the marketing mix of the service market which are important to the business operation for a small resort business in Nakhon Nayok Province consisting of 3 main aspects which are the price aspect, the product aspect, the physical aspects. Therefore, in order for the resort to be well - known, entrepreneurs need to adjust operations plans or strategies in order to maintain the profitability of the business, study competitors' room rates so that they are not higher than other operators, focusing on service quality products, giving special privileges for using other services of the resort. Physical characteristics are probably difficult to make changes but not difficult to make improvements which may currently be viewed as a professional aspect of resort management. The place is modern, beautiful, comfortable to live, and the reliability of the resort in order to maintain a profitable level. Entrepreneurs must try to reduce unnecessary costs and expenses without affecting the service to customers.

Article Details

How to Cite
Chongngam, M. . . (2020). Service Marketing Ingredients of Small Resort Businesses in Nakhon Nayok Province. Dusit Thani College Journal, 14(1), 364–373. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241416
Issue
Vol. 14 No. 1 (2020): Dusit Thani College Journal Vol.14 No.1 January - April 2020
Section
Research Article

Article Screening Policy

  1. All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
  2. 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.
  3. 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.
  4. 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. Akaratsamiphokhin, Jirat (2010). Study of Business Strategies and Marketing Strategies to create a competitive advantage in the hotel industry: a case study of Dusit Thani Bangkok. Master of Business Administration University of the Thai Chamber of Commerce.
2. Bureau of Immigration and Tourism. (2018). Summary of tourist situation. Retrieved on 1 December 2018.
3. Chaisawang, Praphatsorn. (2013). Study of tourists' accommodation selection behavior in Pai District, Mae Hong Son Province. Independent Study Master of Business Administration Chiang Mai University.https://2baht.com/aula-hotel-trends-2017.
4. Krungsri Bank. (2017). Summary of Tourism and Hotel Business.
5. Lyons R.K., J.A.Chatman and C.K.Joyce (2007). Innovation in services: Corporate culture and investment banking. California Management Review, 50, 1 pp.174 - 191
6. Schiffman,L.G.,Kanuk,L.L., & Hansen, H. (2010).Consumer Behaviour:A European Outlook. Prentice Hall.lodon
7. Serirat, Siriwan. (1998.) Modern Market Management. (Latest update). Bangkok: Thira Film and Sitex.
8. Thanomphong Phanit and Siriphong Charoensuk. (2017). Marketing strategies of Business in Phra Nakornsi Ayutthaya Province after Flooding Disaster Crisis in 2011. Jouenal of Marketing and Management Rajamngala University of Technology Thanyaburi 4(2). July-December, 32 - 58