Marketing Mix Development Guideline of Souvenir for European and Asian Tourists in Bangkok Metropolis
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Published:
Jun 3, 2017
Keywords:
development guideline marketing mix souvenir European and Asian tourists
Main Article Content
Abstract
The purposes of this research were to study marketing mix development guideline of souvenir for tourists, to study tourists’ behaviors in travelling and buying souvenirs and to compare opinions on marketing mix development guideline of souvenirs for European and Asian tourists. The samples were 400 European and Asian tourists responded to the survey. Data were analyzed statistically.
Results
- The opinion of respondents on marketing mix development guideline of souvenir for European and Asian tourists were ranked in high level in term of price (
= 3.73,
- Respondents had traveled to Bangkok for first time. Their main purpose of visiting was travel or leisure on holidays in rainy season. They purchased souvenirs in Pathumwan shopping area and bought souvenirs with their family. Their total expenditure on souvenirs for the trip was approximately less than 100 US Dollars for European tourists and 100 – 150 US Dollars for Asian tourists. The internet was used to search for information regarding to souvenirs. They planned to return to purchased souvenirs in the future. The souvenirs that they preferred the most were fabrics for being a present for their friends.
- The opinion of European and Asian tourists were different in the marketing mix development guideline of souvenir in term of promotion at statistically significance level of 0.05.
Article Details
How to Cite
Sainaratchai, K. (2017). Marketing Mix Development Guideline of Souvenir for European and Asian Tourists in Bangkok Metropolis. Journal of Cultural Approach, 18(33), 43–55. retrieved from https://so02.tci-thaijo.org/index.php/cultural_approach/article/view/88524
Section
Research Article
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References
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[2] Chimlek, Surangkana. (2002). Guideline for Marketing Development of Jewelry Souvenir Product at Chatuchak Market. Master’s Thesis, Chiang Mai University.
[3] Department of Tourism. (2014). Tourist Statistic. Retrieved January 21, 2015, from http://newdot2. samartmultimedia.com/home/details/11/221/23044.
[4] Gulick, L. (1937). Paper on the Science of Administration. In the Luther Gulick and Lyndall Urwick (eds.), Notes on the Theory of Organization. New York: Institute Of Public Administration.
[5] Jamphut, Orawan. (2006). Guidelines for Marketing Development of OTOP Products toward Tourism Industry in Chiang Rai Province. Journal of International and Thai Tourism, 2, 1-14.
[6] Kotler, P. (2000). Marketing Management. New Jersey: Prentice - Hall.
[7] National News Bureau of Thailand. (2010). Bangkok was voted to be Number One of World’s Best Award 2010. Retrieved January 21, 2015, from http://thai news.prd.go.th/.
[8] Nomura, M. (2002). Souvenir Purchase Patterns of Domestic Tourists Case Study of Taka Yama City, Japan. Master’s Thesis, University of Wisconsin - Stout.
[9] Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. 3rd ed. New York: McGraw-Hill.
[10] Prideaux, B. (2006). Backpacker Shopping in the Tropics: An Overview of the Shopping Behavior of Backpackers in Cairns. Master’s Thesis, James Cook University.
[11] Punpeng, Pagasit. (2010). Motivations to visit Chatuchak Weekend Market of Foreign Tourists. Master’s Thesis, Chulalongkorn University.
[12] Rovinelli, R. J., & Hambleton, R. K. (1977). On the Use of Content Specialists in the Assessment of Criterion-Referenced Test Item Validity. Dutch Journal of Educational Research, 2, 49-60.
[13] Samerjai, Chattayaphon. & Wareewanich, Thitinan. (2008). Principle of Marketing. Bangkok:
Se-Education.
[14] Schmid, T. (2013). Wholesale Products from Thailand-The Top 10. Retrieved April 10, 2015, from http://www.wholesalelubang.com/.
[15] Solomon, M. R. (1999). Consumer Behavior: Buying, Having and Being. 4th ed. New Jersey: Prentice - Hall.
[16] The Interactive Research. (2010). The Survey of Foreign Tourists’ Behavior and Satisfaction in Shopping and Entertainment Campaign in Thailand. e - TAT Tourism Journal, 4, 1-11.
[17] Yamane, T. (1973). Statistic: An Introductory Analysis. Tokyo: Harper International Edition.