Guidelines for Promoting Tourism Business in Bangkok in Responding to Thai Senior Tourist Behaviors
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Abstract
The purpose of this research was to study the Thai senior tourists' tourist behaviors and opinions on marketing mix factors and the guidelines for promoting tourism businesses in Bangkok to respond to Thai senior tourist behaviors This research was mixed-methods research. The quantitative research population consisted of 400 Thai senior tourists, and the data analyzed using frequency, percentage, mean, and standard deviation, and 15 owners and staff of tourism businesses were the key informants for qualitative research. The results found that 1) Thai senior tourists mostly traveled both domestic and oversea twice per year and spent 3-5 days each time during Saturday-Sunday. The main objective of traveling was for tourism or leisure. Thai senior tourists mostly traveled with educational institutes, companies, or organizations. Most Thai senior tourists prefer to travel to natural tourist attractions, and the average cost per person for travel was approximately 1,000–5,000 Baht. 2) The opinions of Thai senior tourists on marketing mix factors of tourism business in Bangkok were at a high level in every factor: Product ( = 4.22); Price ( = 4.08); Place ( = 4.20); Promotion ( = 4.03); People ( = 4.22); Physical ( = 4.03) and Process ( = 4.03). 3) Guidelines for promoting tourism businesses in Bangkok found that tourism businesses should provide adequate safety for senior tourists. For management, businesses should provide enough staff to take care of Thai senior tourists, and for personnel management, the business should promote and develop staff's knowledge, skills, and expertise. For coordination aspect, the coordinator should analyze the problems and deal with them effectively, and the budget should be managed appropriately, and for the goods and services, the businesses should promote service mind to the relevant personnel in tourism business. The results of this research are a guideline for promoting tourism businesses for related organizations as well as for tourism entrepreneurs to use the information for planning and promoting tourism marketing as well as managing tourist attractions to support the demand of senior tourists effectively.
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