An Analytical of Tourist Behavior Marketing Mix and Online Marketing Efficiency to Support Holistic Smart City Tourism in Phuket.
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Abstract
This research study has the objectives of 1) to study the characteristics of demographic data tourist behavior marketing mix and efficiency of online marketing in Phuket 2) to analyze the relationship between Demographic characteristics and behavior of tourists in the smart tourism city of Phuket 3) to analyze the difference between demographic characteristics and marketing mix (7P's) in tourist attractions in Phuket and 4) to analyze differences between Demographic Characteristics and Online Tourism Marketing (4C's) of Tourist Attractions in Phuket is a quantitative research Use the questionnaire as a tool Collected data from 400 tourists traveling in Phuket. Data were analyzed with statistical software packages. and test the hypothesis by chi-square statistics, T-test and F-test.
The results showed that Most of the personal data of the tourists are female, aged between 18-24 years old, bachelor's degree, Occupation Student/student, single, earning no more than 15,000 baht and domiciled in the central region. The tourism behavior of tourists in Phuket. There is a nature of traveling with family to relax, receive news information through online channels, Facebook by interested in viewing reviews of places that focus on posting photos as for online activities, it will be searching for information such as tourist attractions, accommodation, restaurants, etc. On the marketing mix, tourists pay attention to the products, marketing channel and physical characteristics of tourist attractions and factors in online marketing, tourists give their opinions on how to respond to the needs of consumers and convenience in traveling.
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