Strategic Marketing of Eco-Tourism in Krabi

Abstract

The objective of this research was to study about marketing strategies of eco-tourism in Krabi. A sample was selected from 400 tourists who visited Krabi in Thailand. The research was made as survey research, using questionnaires as the data collection instrument. Data were analyzed by percentage, mean, standard deviation, t-test Independent, One-Way Analysis of Variance and Pearson’s Product Moment Correlation Coefficient. The result has show that 1) The most respondents were female, age between 21-30 years old, single, civil servant or state enterprise employee. The average income per month is between 10,001-20,000 bath and graduted in a bachelor’s degree. 2) The majority of tourists choose the Emerald Pool as destination which travel with their family by private car for relaxing. The Internet was used for searching information and the reason that Krabi has been chosen is a wonderful nature, which impressed tourist to come back again. Relatives or members of family are affected to make a decision. 3) The tourists were satisfied eco-tourism in Krabi at high level. 4) The place to visit in Krabi are ready to welcome all visitors at high level. 5) The different in Sex, age, marital status, occupation, income per month, and education levels are influenced to satisfaction. 6) Decision making base on Tourism Authority of Thailand and the staff of the travel agency/private organization staff are relation with satisfaction of eco-tourism in Krabi in term of product, distribution channel and environment.