Marketing Mix Approaches in Behavioural Intention to Souvenir-purchase: A Comparative Study between Thai and Chinese Tourists
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Published:
Jul 27, 2017
Keywords:
Marketing mix Behavioural intention Souvenir Chinese tourist Thai tourist
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Abstract
This study aims to examine the marketing mix to souvenir-purchase and the marketing mix that has an impact towards behavioural intention to souvenir-purchase which can be classified based on tourists’ nationalities. This study employed a mixed-methods design. Quantitative method was used to analyse the data from 400 tourists. The constructs were confirmed by confirm factor analysis and the logistic regression analysis was also used to investigate the relationship between data. Moreover, qualitative method was used to analyse the semi-structure interviews, conducted from ten stakeholders and five tourists. The result shown that place had a positive effect on behaviour intention to souvenir-purchase among Thai tourists, while Chinese tourists gave more important to the promotion that the shops provided to the customers. In addition, qualitative analysis helped emphasis the importance of marketing mix which would assist entrepreneurs and those involving in souvenir business in creating a more successful souvenir business. Implications of the study results are discussed and directions for future research provided.
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References
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Phitthayaphinant, P. & Nissapa, A. (2011) Consumers’ satisfaction on marketing mix of biodiesel in Southern Thailand: A case study in Songkhla, Krabi, and Trang Provinces. Kasetsart Journal of Social Science 32, 115-124.
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Putachote, N. (2013) Thai tourist behavior in night market inLuang Prabang Lao. Asia Pacific Journal of Marketing and Management Review 2(5), 35-41.
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Swanson, K. K. & Timothy, D. J. (2012) Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management 33, 489-499.
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Turner, L. W. & Reisinger, Y. (2001) Shopping satisfaction for dosmestic tourists. Journal of Retailing and Consumer Services 8, 15-27.
Van, M. M. (1990) Researching lived experience human science for an action sensitive pedagogy. Ontario State: University of New York.
Weaver, D. & Lawton, L. (2010) Tourism Management. 4th ed., Queenland: John Wiley.
Wolfe, M. J. & Crotts, J. C. (2011) Marketing mix modeling for the tourism industry: A best practices approach. International Journal of Tourism Sciences 11(1), 1-15.
Yaacob, Z. (2014) The link between quality management and muslim customer satisfaction. International Journal of Business and Society 15(1), 81-96.
Yuksel, A. (2004) Shopping experience evaluation: a case of domestic and international visitors. Tourism Management 25(6), 751-759.
Attih, O. (2013). Application of marketing concept in the hospitality and tourism industry in Akwa Ibom State, Nigeria: An evaluation. Journal of Business and Management 14(2), 17-22.
Bennet, A. G. (2010) The big book of marketing. New York: McGraw-Hill.
Chang, J. C. (2014) Selling strategies and shopping behavior - An example of taiwanese guided package tourists to mainland China destination. Journal of Quality Assurance in Hospitality and Tourism, 15, 190-212.
Chang, K. L., Chen, C. M. & Meyer, T. J. (2013) A comparison study of travel expenditure and consumption choice between first-time and repeat visitors. Tourism Management 35, 275-277.
Chatthipmongkol, M. & Jangphanish, K. (2016) Factors influencing consumer decision-making process of Thai frozen food products. International Business Management 10(2), 166-175.
Chen, C. F. & Chen, F. S. (2010) Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management 31(1), 29-35.
Cohen, S. A., Prayag, G. & Moital, M. (2014) Consumer behavior in tourism: Concepts, influences and opportunities. Current Issues in Tourism 17(10), 872-909.
Collins-Kreiner, N. & Zins, Y. (2011) Tourists and souvenirs: changes through time, space and meaning. Journal of Heritage Tourism 6(1), 17-27.
Connelly, B. J., Ketchen, D. J. & Slater, S. F. (2011) Toward a “theoretical toolbox” for sustainability research in marketing. Journal of the Academy of Marketing Service 30(1), 86-100.
Department of Tourism. (2015) Situation of tourism in March 2015. Bangkok: Department of Tourism.
D’Astous, A. & Li, D.(2009) Perceptions of countries based on personality traits: A study in China. Asia Pacific Journal of Marketing and Logistics 21(4), 475-488.
Divisekera, S. & Deegan, J. (2010) An analysis of consumption behavior of foreign tourists in Ireland. Applied Economic 42, 1681-1697.
Egresi, I. & Kara, F. (2015) Predictors of tourists’ shopping propensity: A case from Istanbul. Geographia Technica 10(2), 29-40.
Evans, J. R. & Berman, B. (1987) Marketing. 3rd ed., New York: Macmillan.
Ferrell, O. C. & Hartline, M. (2012) Marketing strategy, text and cases. 6th ed., Ohio: South-Western College Pub.
Freeman, R. D. (1984) Strategic management: A stakeholder approach. USA: Harpercollins College.
Hair, J. F., Anderson, B. W., Babin, B. J. & Anderson, R. E. (2010) Multivariate data analysis with reading. 4th ed., New Jersey: Prentice-Hall.
Haseki, M. I. (2013) Customer expectations in mall restuarents: A case study. International Journal of Business and Society 14(1), 41-60.
Henthorne, T. L., George, B. P. & Smith, W. C. (2013) Risk perception and buying bahavior: An examination of some relationaship in the context of cruise tourism in Jamaica. International Journal of Hospitality and Tourism Administration 14, 66-86.
Huang, R. & Sarigollu, E. (2012) How brand awaness realtes to market outcome, brand equity, and the marketing mix. Journal of Business Research 65, 92-99.
Hussein, S. M., Manap, N. A. & Nor, M. Z. M. (2012) Market definition and market power as tools for the assessment of competition. International Journal of Business and Society 13(2), 163-182.
Kantatasiri, P., Jaroenwanit, P. & Brown, R. (2015) The influencing of young consumers shopping style on attitude toward the environmentally friendly food products in Thailand. International Business Management 9(1), 105-110.
Keller, K. L. (2001) Builder customer-based brand equity. Journal of Marketing 10, 14-19.
Khemchotigoon, Y. & Kaenmanee, S. (2015) The relationship between consumer animosity, marketing mix, perceived product quality, consumer satisfaction and intention to purchase of consumer behavior. International Business Management 9(1), 70-78.
Kim, R. B. & Zhao, M. (2014) Chinese consumers’ brand loyalty for consumer products: Importance of brand personality as major antecedent of brand loyalty. Asian Academy of Management Journal 19(1), 1-15.
Kotler, P. & Armstrong, G. (2012) Principle of marketing. 11th ed., New Jersey: Pearson Prentice Hall.
Kozak, M. & Decrop, A. (2009) Handbook of tourist behavior: Theory and practice. New York: Routledge.
Kwon, O. & Wen, Y. (2010) An empirical study of the factors affecting social network service use. Computers in Human Behavior 17(1), 254-263.
Loureiro, S. M. C. & Gonzalez, F. J. M. (2008) The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel and Tourism Marketing 25(2), 117-136.
Mak, B. M., Tsang, N. F. & Cheung, I. J. (1999) Taiwanese tourists’ shopping preferences. Journal of Vacational Marketing 5(2), 190-198
Marrocu, E., Paci, R. & Zara, A. (2015) Micro-economic determinants of tourist expenditure: A quantile regression approach. Tourism Management, 50, 13-30.
McCarthy, E. J. (1960) Basic marketing: A managerial approach. Homewood, IL: Irwin.
Ministry of Tourism and Sports. (2012) Strategy of Ministry of Tourism and Sport between 2012-2016. Bangkok: Ministry of Tourism and Sport.
Morrison, A. M. (2010) Hospitality and travel marketing. 4th ed., New York: Delmar.
National Statistical Office. (2015) Survey of Thai tourists’ behavior in 2014. Bangkok: National Statistical Office.
Office of the National Economic and Social Development Board. (2011) National economic and social development issue 11 (between 2013 – 2016) Bangkok: Office of the National Economic and Social Development Board.
Phitthayaphinant, P. & Nissapa, A. (2011) Consumers’ satisfaction on marketing mix of biodiesel in Southern Thailand: A case study in Songkhla, Krabi, and Trang Provinces. Kasetsart Journal of Social Science 32, 115-124.
Pungnirund, B. (2013) The influences of marketing mix on customer purchasing behavior at Chatuchak Plaza Market. International Journal of Social Science, Education 7(8), 1101-1103.
Putachote, N. (2013) Thai tourist behavior in night market inLuang Prabang Lao. Asia Pacific Journal of Marketing and Management Review 2(5), 35-41.
Sanib, N. R., Aziz, Y. A., Samdin, Z. & Rahim, K. A. (2013) Comparison of marketing mix dimesions between local and international hotel customers in malaysia. International Journal of Economic and Management 7(2), 297-313.
Swanson, K. K. & Horridge, P. E. (2006) Travel motivations as souvenir pirchase indicators.Tourism Management 27, 671-683.
Swanson, K. K. & Timothy, D. J. (2012) Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management 33, 489-499.
Tan, W. K. & Tang, C. Y. (2013) Does personality predict tourism information search and feedback behavior? Current Issues in Tourism 16(4), 388-406.
The Export-Import Bank of Thailand. (2013) From the foreigner “Chinese’s tourists... purchasing power of the world”. Bangkok: The Export-Import Bank of Thailand.
Timm, P. R. (2011) Customer service: Career success through customer loyalty. 5th ed., Upper Saddle River, New Jersey: A Pearson Education Company.
Tourism Authority of Thailand. (2015). Survey of Thai tourists’ in 2015. Bangkok: Tourism Authority of Thailand.
Turner, L. W. & Reisinger, Y. (2001) Shopping satisfaction for dosmestic tourists. Journal of Retailing and Consumer Services 8, 15-27.
Van, M. M. (1990) Researching lived experience human science for an action sensitive pedagogy. Ontario State: University of New York.
Weaver, D. & Lawton, L. (2010) Tourism Management. 4th ed., Queenland: John Wiley.
Wolfe, M. J. & Crotts, J. C. (2011) Marketing mix modeling for the tourism industry: A best practices approach. International Journal of Tourism Sciences 11(1), 1-15.
Yaacob, Z. (2014) The link between quality management and muslim customer satisfaction. International Journal of Business and Society 15(1), 81-96.
Yuksel, A. (2004) Shopping experience evaluation: a case of domestic and international visitors. Tourism Management 25(6), 751-759.