Tour Operation Marketing Mix Strategies on European Tourists in Choosing a tour Business in Chiang Mai during the New Normal

Abstract

Marketing Mix Strategy of Tourism Operators to Tourists from Europe in Choosing Tourism Business in Chiang Mai Province During the new normal tourism period, the objectives are 1) to study the behavior of tourists from Europe in using the tourism business in Chiang Mai during the new normal tourism period, 2) to study the market mix of services affecting tourists from Europe in the use of tourism business in Chiang Mai. Data is collected using questionnaires from 384 people European tourists visiting Chiang Mai in early 2023. Analyze data using descriptive statistics including frequency, percentage, average, and inferential statistics, i.e. T-test independent statistics.

The results of the research were as follows: 1. The majority of respondents are unmarried males aged 20 to 30 but travelling with a partner and staying in a hotel for 2 to 3 nights. Popular forms of tourism include historical sites, sightseeing, and nature conservation with travel expenses less than $150 USD per day. The main reason for utilizing a travel agent is for safety with service awareness coming from signs in front of the agency. 2. The results show that the marketing mix has a large effect on employees, service processes, prices, physical environment, products, distribution channels. However, marketing promotion only has a moderate effect. Most of the tourists are satisfied with the service to a large extent and will recommend it in the future.

The knowledge from this research will guide the development of marketing strategies and effective operations to strengthen revenues such as provinces, communities and entrepreneurs.