Marketing Mix Development Guideline of Souvenir for European and Asian Tourists in Bangkok Metropolis

Main Article Content

Krittika Sainaratchai

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


  1. 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 (gif.latex?\bar{x} = 3.73, gif.latex?\bar{x} = 3.69), Place (  = 3.67, gif.latex?\bar{x} = 3.66), people (gif.latex?\bar{x} = 3.61, gif.latex?\bar{x} = 3.50) and product (gif.latex?\bar{x} = 3.57, gif.latex?\bar{x} = 3.62) respectively, however, promotion (gif.latex?\bar{x} = 3.14,gif.latex?\bar{x} = 3.36) was ranked in moderate level.  

  2. 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.

  3. 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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