THE DEVELOPMENT OF CULTURAL TOURISM BY USING MARKETING MIX TO PROMOTE TOURISM IN PHETCHABURI PROVINCE

Abstract

The objectives of this research were: 1) to study the demographic characteristics of Thai tourists traveling to Phetchaburi Province; and 2) to Study the impact of the marketing mix on Thai tourists traveling for cultural tourism in Phetchaburi Province. The research is quantitative, with a sample consisting of 400 tourists. Data was collected by means of a questionnaire. Statistics used in the study are  and (S.D.)

The results indicate that: (1) Of the tourists traveling to Phetchaburi Province, 52.25% were female, 30.00% were 20 to 29 years old, 51.50% held a bachelor's degree or equivalent, 59.00% were married, 37.25% were self-employed, and 27.75% had a monthly income of 15,001–20,000 baht; (2) The marketing mix was as follows: There were clear price tags on products, food, and beverage. Merchandise in public areas can be purchased and mailed. There are a variety of media to promote tourism marketing such as online media, print media, television, etc. The staff is willing to provide service and care for tourists. Tourist attractions are diverse. There is a standard operating procedure for tourism. And within tourist attractions, there are activities in services that can meet the needs of tourists. Staff are skilled and knowledgeable about tourist attractions. and can understand and explain the current tourism situation very well.