MODEL FOR SUSTAINABLE MARKETING STRATEGIES OF THE RESTAURANT BUSINESS IN SPECIAL ECONOMIC ZONE

Abstract

The research aims to:

1) to study the current state of the marketing strategy, factors within the external factors, market trends. Government policy and success of restaurant business in Special Economic Zones

2) To study the influence of marketing strategies, factors within external factors, market trends. And government policies that affect the success of the restaurant business in the Special Economic Zone.

3) To offer the model marketing strategy that affect to the success sustainable of the restaurant business in the Special Economic Zone. This research is quantitative and qualitative research. Research samples Quantitative is The restaurant business in the Special Economic Zone of the 13 provinces of 560 people by setting the sample to 20 times the variable studied. The tool used to collect data was a questionnaire. For qualitative research The sample was The restaurant business operators in the 13 Special Economic Zones were selected by random sampling. Tools used to store data. This is an in-depth interview and confirms the data using the 3-stat theory used in the data analysis. Descriptive statistics, percentage, mean and standard deviation. The researcher used Mixed Methodology as a quantitative research. (Quantitative Research) using the Structural Equation Model (SEM) technique to meet the research objectives of Article 1. And Qualitative method, using interview technique, analyzes data by content analysis technique to meet research objectives.of Article 2. And present a marketing strategy model that has contributed to the sustainable success of the restaurant business in the Special Economic Zones to meet the research objectives of Article 3. The results show that marketing strategies, factors within the external factors, market trends. Government policy has direct influence on the sustainable success of the restaurant business in the Special Economic Zone. The coefficients of influence were .69, .33, .50, .63 and .76, respectively, at the .05 level of significance. Can explain the variance. Or 85 percent predicted. In addition, qualitative research has also found that maintaining standards in customer service and maintaining quality employees. It can also create sustainable success in the restaurant business. After the discovery. Researchers have developed the RSZModel, a marketing strategy that affects success. Sustainable business restaurant in the Special Economic Zone To develop restaurant business in the Exclusive Economic Zone of Thailand.