Service Marketing Mix , OTOP tourist villages, Thai silk, Nawatwithi. Case study: Ban Takian, Samrong Thap district. Surin Province.

Abstract

         This study is a quantitative study which aims at achieving 2 main objectives; To compare the principles of service marketing of OTOP tourist villages, Thai silk, Nawatwithi: Case study: Ban Takhian, Samrong Thap District, Surin Province by using demographic segmentation, and to examine the principles of service marketing of OTOP tourist villages, Thai silk, Nawatwithi: Case  study: Ban Takhian, Samrong Thap District, Surin Province. The population used in this research was 267 people living in Ban Takhian. The data collection method was the use of questionnaires. The statistics used for data analysis were percentage which was utilized to describe frequency and percentage of the data obtained from the questionnaire, mean , standard deviation and hypothesis testing to compare the differences between respondents' baseline information and service principles of service marketing of Takian Village. The t-test and f-test statistics were utilized in analyzing One way Anova. The results revealed that most of the respondents were female between 30-40 years old, graduated from middle school or less, have been married, and have been working for 5-10 years. The opinions towards marketing mix of 7Ps of OTOP tourist villages, Thai silk, Nawatwithi: Case study: Ban Takhian, Samrong Thap District, Surin Province was found that the opinions of most people in Ban Takian towards the overall price was at the highest level. Followed by products, channels of distribution marketing promotion, personal marketing, physical characteristics. However, the process aspect was lowest. When comparing principles of service marketing of OTOP tourist villages, Thai silk, Nawatwithi: Case study: Ban Takhian, Samrong Thap District, Surin Province, classified  by sex, age, education level, status and the length of work, it was found that the level of implementation of the population in Ban Takian on 7Ps of the OTOP tourism village, only few differences on all 7 aspects could be found by having the statistical significance of 0.05