Marketing Strategy of Health-Promotional Tourism Business in the Northeast of Thailand

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Piyathida Sripol Ratchada Phakdeeying Vorawit Kowithayakorn

Abstract

The research on marketing strategy of health-promotional tourism business in the Northeast of Thailand aimed to study the general conditions of health-promotional tourism business, to analyze factors affecting the marketing implementation, and formulate marketing strategies for the health-promotional tourism business in the Northeast of Thailand. The research on marketing strategy of health-promotional tourism business in the Northeast of Thailand aimed to study the general conditions of health-promotional tourism business, to analyze factors affecting the marketing implementation, and formulate marketing strategies for the health-promotional tourism business in the Northeast of Thailand. The population was 213 standardized health-promotional tourism business entrepreneurs in the Northeast of Thailand. The Simple Purposive Sampling method was used to select a sample group of 139 entrepreneurs. The statistics used for the analysis was descriptive statistics which consisted of percentage, means, standard deviation and factor analysis.
The research results were found that: 10 factors affecting the marketing implementation which hence formed as the marketing strategy in the form of “7-P 3-C Wellness Tourism Model” : 1) product and maintaining strategy, 2) physical and management strategy, 3) price and worthiness strategy, 4) promotion strategy, 5)personnel strategy, 6) partnership strategy, 7) presentation Strategy, 8) consultant strategy, 9) convenient payments strategy, and 10) carefulness strategy.

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บทความวิจัย (Research Article)