MARKETING MIX FACTORS COMMUNITY BASED TOURISM A CASE STUDY OF ELEPHANT VILLAGE KRAPHO SUB-DISTRICT SURIN PROVICEC

Abstract

     The Objectives of this article were 1) to study the behavior of Thai tourists towards community-based tourism: a case study of Chang Village, Krapho Sub-district, Tha Tum District, Surin Province 2) to study the marketing mix factors of community-based tourism: a case study of Chang Village, Krapho Sub-district Tha Tum District, Surin Province. This research is a quantitative research. The sample consisted of 400 Thai tourists who traveled to Chang Village, Krapho Sub-district, Tha Tum District, Surin Province, using simple random sampling method. The tools used were questionnaires. Data were analyzed using percentage, mean and standard deviation.

          The results of the research were as follows: 1) Based on the behavioral data of Thai tourists towards community-based tourism, a case study of the Elephant Village, it was found that most of the samples were female, ages between 20-29 years old, undergraduate, employees/ government officers/ state enterprises and civil servants by occupation, northeastern domicile, monthly income between 10,001-20,000 baht and most of them were received the sale promotion via social media online. Their needs from tourism were relaxation and fulfillment motivating by culture and wisdom. The community-based tourism marketing mix factors (7 P's) data was in the high level of physical nature, product, process, distribution, personnel, promotion and price respectively.