Foreign Tourists’ Experiences and Perceptions of 7Ps Marketing Mix in Street Food Gastronomy Tourism: A Case Study of Yaowarat, Bangkok
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Abstract
This research aimed to investigate the experiences and perceptions of foreign tourists regarding the Marketing Mix (7Ps) factors in street food gastronomy tourism in Yaowarat (Bangkok's Chinatown). Data was collected through semi-structured, in-depth interviews with 30 foreign tourists and analyzed using Content Analysis.
The findings reveal that tourists reported overall satisfaction with their experience, primarily driven by the core strengths of: Product (the variety and unique culture of Chinese-Thai food), Price (high value for money), Promotion (powerful word-of-mouth marketing and digital media influence), and Place (the vibrant atmosphere and unique charm of Chinatown).
However, the study highlighted explicit concerns regarding hygiene and cleanliness (Product/Physical Evidence), crowding and difficult street access (Place/Process), and language communication barriers of vendors (People). These issues are critical barriers that detract from comfort and limit the potential for achieving an optimal experience. The research recommends that elevating infrastructural standards for sanitation, systematically managing crowding, and enhancing the language skills of vendors are essential steps for sustainable marketing and maintaining Yaowarat's global image.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง หากบุคคลหรือหน่วยงานใดต้องการนำบทความทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อ หรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ก่อนเท่านั้น
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