Marketing Strategies used in Domestic Travel Operations in Phuket Province

Abstract

The purposes of this research were; 1) to study the marketing strategies used in the operation of domestic tourism business in Phuket province, and 2) to compare the marketing strategies used in the operation of domestic tourism business in Phuket by classifying of the status of the tourism operators.  The sample consisted of 248 domestic tourism operators in Phuket.  The tool was a questionnaire with the data analysis such as frequency, percentage, standard deviation, analysis of variance and the means difference test.  The marketing strategies used in the operation of domestic tourism business in Phuket by classified of the status of the tourism operators.  The results were the data analysis on the marketing strategies level used in the operation of the domestic tourism business in Phuket.  It was at high level;
1) Product 2) Place/distribution channel 3) Price 4) Process 5) People 6) Physical Evidence and  7) Promotion, respectively.  The results of hypothesis test with the feature of tourism business registration, the tourism business character and the operating time of the tour business ware differently at the statistical significance of .05.