THE METHODOLOGY OF DEMAND CREATION IN CORPORATE CUSTOMER GROUP FOR THE ANNUAL COMPANY OUTING ACTIVITY ON CRUISE SHIP

Abstract

 The objectives of this research were 1) To study the demand creation of package tour's corporate customers for company outings on the cruise and 2) To evaluate the response of new demand to tour plans. It was integrative research. 6 consumer decision process models and 4 action frameworks were research frameworks. The key informant group was 10 executives in government or private organizations in Chonburi province, selected by criterion sampling. The research tools used were two sets of interviews. Qualitative data were used to analyze the content and then describe it descriptively. Quantitative research used the Analytical Hierarchy Process: AHP and basic statistics, including averages and sums, to make analytical results clearer. The findings revealed that 1) The demand creation of package tour's corporate customers should focus on four targeted activities: narrowing the gap between leaders and operations, providing rewards, stimulating motivation and changing behavioral demands. Results from the study were able to design 4 types of tour plans consistent with the goals and 2) When the tour plans were evaluated, they were found to be interesting and featured targeted services. The knowledge gained from this research could be applied to business units of academic educational institutions and transfer to the cruise ship tour business as a response to government policy that has a strategy to promote cruise ship tourism in the country.