Marketing Factors that Influence ASEAN Tourists Travelling Outside ASEAN Region: Case Study in Germany

Abstract

The purposes of this research are to study satisfaction level of ASEAN tourists who travel outside ASEAN countries and examine influencing factors that impact their decision to travel outside Southeast Asia. Quantitative and qualitative approach being used regarding research methodologies, the 7Ps of marketing mix and the Voice of Customers (VOC) with questionnaires and in-depth interview from ASEAN travelers who traveled in Munich, Germany from October to December 2014.

            The greatest influencing factors and level of satisfaction is a component of physical evidence such as safety, security and sanitation which is the outstanding element that ensures the quality of tourism product and motivates travels outside Southeast Asia region. Recommendations for implications, accomplice should consider establishing marketing plan and strategies in order to promote tourism in provincial area or local region base on physical evidence as mentioned to increase customers’ satisfaction effectively.

            For further research, it is an opportunity to conduct market research for product positioning, perceptual map and marketing strategies according to response customers’ expectations more effectively. In other perspectives, researchers can study more in-depth and be more specific such as how to increase tourists’ level of satisfaction in ASEAN countries, how to motivate intra-visitors to revisit in Southeast Asia.