Product Management of Local Souvenirs for Tourism in Suphanburi Province

Abstract

The purposes of this research were to 1) study the internal and external environments of local souvenirs for tourism in Suphanburi 2) study strategic guidelines of local souvenirs for tourism in Suphanburi and
3) study product marketing management of local souvenirs for tourism in Suphanburi. The mixed methods research used the multilevel samples and was conducted in 3 phases as follows: Phase 1 studied the context of internal and external environment of local souvenirs for tourism in Suphanburi, Phase 2 studies the strategic guidelines of local souvenirs for tourism in Suphanburi and Phase 3 studies product marketing management guidelines of local souvenirs for tourism in Suphanburi. The data collection tools were focus group and questionnaires. The data were analyzed through percentage, mean and standard deviation. The findings of the study were: 1) Internal environment, the local souvenir style reflected community as well as its unique identity and various types of products. External environment, the number of tourists was increasing together with the supporting and tourism promoting from government sectors. 2) Business strategy focus on product differentiation strategy for the outstanding products, and customer needs and awareness of quality, unique and expanding the market of souvenir products, moreover, cost leadership strategy focus on
the quality branding and financial planning for systematic cost savings. 3) Product marketing management focus on marketing mix factors affecting the purchase of local souvenir products, namely, souvenir products shoud be various and increase community products. The increasing distribution channels for souvenir products, focusing on the process of delivering services, recommend the attractiveness of souvenir products with thematic story so that the customers perceive the value of products and intend to purchase them.