The Analysis of LGBTQ+ Tourists Behavior in Chiang Mai Province
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Abstract
This research aimed to study behaviors and attitudes towards tourism of LGBTQ+ tourists, both Thais, and foreigners traveling in Chiang Mai. To analyze the results and propose guidelines for developing a marketing strategy for Chiang Mai tourism that is suitable for the needs and behaviors of tourists with gender diversity, both Thai and foreigners by using questionnaires to collected data. This research used purposive sampling, the sample was assigned as an LGBTQ+ group, consisting of 200 Thai tourists and 200 foreigners, together with snowball sampling. The study used the marketing mix factor (7Ps) and the tourism component (5As) as a descriptive statistics analysis tools in order to obtain guidelines for developing marketing strategies for tourism in Chiang Mai Province that are suitable for the needs and behaviors of tourists with gender diversity (both Thais and foreigners).
The study found that foreign LGBTQ+ tourists pay more attention to the marketing mix factor (7Ps), focusing on process, personnel, and physical presentation factors. as well as the tourism component factor (5As), where foreign LGBTQ+ tourists prioritize accommodation, accessibility and facilities as the top 3 rankings. The guidelines for the development of marketing strategies for Chiang Mai tourism for gender diversity (LGBTQ+) both Thais and foreigners can be divided into three levels: 1) Cooperate level. 2) Business level) and 3) Functional level. These strategies are focused on the development of products, services, technology, communication, safety measures, as well as the development of public transport to make Chiang Mai the center of innovative tourism with full potential and efficiency.
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