Guidelines for Marketing Development of Bike Routes Tourism along Mekong River in Muang District, Nakhon Phanom Province

Abstract

This research aimed to study tourists’ behavior toward the bike routes along Mekong
River in Muang District, Nakhon Phanom Province, study the marketing mix that affects marketing
development of bike routes tourism along Mekong River, in Muang District, Nakhon Phanom
Province, study guidelines for development of bike routes tourism along Mekong River, in Muang
District, Nakhon Phanom Province. The sample group included 400 tourists who used the bike
routes along Mekong River, in Muang District, Nakhon Phanom Province. The data were analyzed
with descriptive analysis which consisted of percentage, mean and standard deviation.
The research showed that most of the tourists were female, aged no more than 39 years
old with the education lower than bachelor degree, and they were students/university students. In
terms of cycling behaviors, most of the tourists liked to bike in groups of friends, and they traveled
to Nakhon Phanom Province for recreational purposes. In addition, the most tourist attraction is
Nakhon Phanom Governor Office Museum. In terms of marketing mix, it was found that the tourists
placed importance on development of the bike routes along Mekong River in Muang District, Nakhon
Phanom Province. Considering each aspect, it was found that personnel were the highest at 3.61.
The guidelines for development of the bike routes along Mekong River in Muang District, Nakhon
Phanom Province were that the relevant personnel or organizations should be developed and clear
policies should be implemented accordingly. In addition, the development should be continuous,
and public relations via media such as billboard, magazine, leaflet, and website. Tourism activities
along Mekong River should also be promoted.