A Study of the 4E’s Marketing Strategy Relating to the Creation of Coffee and Wine Brand Identities for Beverage Tourism in Tasmania
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Abstract
The purpose of this study is to examine the relationship between the 4E’s marketing strategy and the development of coffee and wine brand identities for beverage tourism in Tasmania, Australia. The research was designed to apply a quantitative methodology using a questionnaire as a tool to collect data from a sample of 384 people using the G.W. Cochran formula to calculate the sample size of the tourists in Tasmania. Pearson’s correlation analysis was also applied as the statistical tool. According to the study’s findings, the 4E’s marketing strategy has a favorable association with developing brand identification for coffee and wine in beverage tourism, as it should help entrepreneurs realize four crucial points. These are (1) experience, (2) exchange, (3) everywhere, and (4) evangelism that can promote consciousness; they chose to travel to a coffee plantation and several wine farms periodically. It also resulted in the development of beverage tourism and has had a favorable influence on the nation’s economic system.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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