The Influence of 5A Marketing Strategy on Impressions: the Empirical Evidence of Tourists in Songkhla Old Town

Abstract

          This research aimed 1) to investigate the opinions level of tourists on 5A marketing strategies and tourists’ impressions in Songkhla Old Town, and 2) to study the influence of 5A marketing strategies on tourists’ impressions in Songkhla Old Town. This quantitative research collected online questionnaire from 400 tourists in Songkhla Old Town. Statistical tools (frequency, percentage, mean, multiple correlation analysis, and multiple regression) were analyzed.

           Research results revealed the 1) the tourists in Songkhla Old Town had strong agreements on the opinions about the 5A marketing strategy in all aspects, including Aware, Appeal, Ask, Act, Advocacy and Impression. The results showed the 2) the 5A marketing strategy in terms of Aware, Appeal, Ask, Act, and Advocate had the positive influence on their impressions in the Songkhla Old Town area. Entrepreneurs can utilize the research findings to improve their 5A marketing strategies, particularly in the 'Advocate' stage, which holds the highest influence. This is because tourists are willing to share their personal experiences through various channels, driven by their genuine satisfaction. Such word-of-mouth promotion comes at no cost to the operators and plays a crucial role in helping achieve the desired performance goals.