An Approach to Developing Tourism Marketing in Samut Sakhon Province

Abstract

This research aims 1) to study ways of developing tourism marketing in Samut Sakhon province; 2) to study the demographic and behavioural characteristics of Thai tourists travelling in Samut Sakhon province; 3) to study the opinion of Thai tourists regarding the tourism marketing mix in Samut Sakhon province; and 4) to investigate how the opinions of Thai tourists regarding the tourism marketing mix vary according to demographic factors. This research was conducted using quantitative methods. A questionnaire was employed to collect data from 400 participants. The data were analyzed by percentage, average, and standard deviation. The statistical method used to test assumptions in this research is the one-way ANOVA or F test.

The results of the research indicate that most Thai tourists desire to travel in order to relax and find fulfilment in life. Faith and religious belief is another important reason for travelling, as well as the desire to visit a variety of tourist site attractions. Factors that can encourage tourists to travel include advertisements, promotion, and other writing to suggest tourist attractions to them. The most popular tourist sites are religious places such as “San Phan Tai Nora-Singh” or sacred shrines. Tourists learn about interesting tourist sites through the internet and feel impressed with the tourism activities at the tourist sites. The most popular community for tourists is the “Phan Tai Nora-Singh community”. In terms of tourism marketing, the factor that concerns tourists the most is “Product” (average 3.80), and the factor that concerns them the least is “People” (average 3.22).