Service Marketing Strategy for Northeastern Research Institute of Petrified Wood and Mineral Resources (in Honor of His Majesty the King), Nakhon Ratchasima Rajabhat University Development to be a Conservation with Quality and Sustainability of Tourist Destination

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วชิรญา ตติยนันทกุล

Abstract

Strategic management with quality and sustainability orientation has its importance for planning of tourism marketing development at the Northeastern Research Institute of Petrified Wood and Mineral Resources. This study presents the strategic management with quality and sustainability orientation for the institute by promoting of sustainable ecotourism. Purposes of the study are as follows: to expand market of paleontological tourism towards international level by providing of distinct and various fossil exhibition; to focus on differentiation of tourism experiences by using a strategy on researches of fossil and mineral resources with the concept of collaborative conservation and cooperation in provincial cluster level; to establish a tourism with difference and sustainability orientation as well as a strategy on promotion of tourism activities with niche and quality orientation. The strategy on training and developing of tourism personnel associated with activities for creating good awareness to develop the institute as an ecotourism attraction of local community and the country that meet the institute’s goal. For the marketing mix of 8Ps reveals that: Product that emphasizes on value and experience; Price that maintains product’s worthiness at the same price; Place or distribution channel that focuses on convenience and rapidness and Promotion by adding modern services, making impression; service process as a good host cooperated with community: Officers with high level of their competency on services of ecotourism and the institute’s physical in accordance with community environment will impress tourists. Maintaining of the strategy on productivity and quality also, standard associated with creation of good awareness on conservation of this tourist attraction will maintain travelers’ impression forever. 

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