MARKETING STRATEGIES FOR MANAGING MOBILE WATER PARK IN CENTRAL AND NORTH-EASTERN REGIONS

Abstract

          The objectives of this research were to study 1) the characteristics of entrepreneurs, marketing environment, marketing mix and the perspective of success of the mobile water park business 2) the factors that affect the success of the mobile water park management. in the central and northeastern regions. This is a mixed methods research. The population used in the quantitative research was divided into 2 groups: 1) The sample are entrepreneurs, administrators and academics; 5 water parks and 5 Funny Park mobile water parks, selected a specific sample group of 5 people, 50 people in total. 2) Parents of service recipients Funny Park mobile water park 5 places by the formula of W.G.cochran for 400 people. Qualitative research had a group of key informants by selecting a specific type from people with knowledge and experience in water park administration; 3 of entrepreneurs and administrators, 2 academics, total 5 key informants. Data were collected using questionnaires and interviews. The data was analyzed by using descriptive statistics. The results showed that 1) The entrepreneur value highly competitive aggressive characteristics. The environment factors affecting the decision to play in water park of the two groups of the sample were at a high level with an emphasis on the environmental. The level of The Marketing mix factors affecting the decision to play in water park of the two groups of the sample in overall is on high level with an emphasis on the Promotion. And overall level of the Balance Scorecard (BSC) was at a high level with financial perspective was at the maximum. 2) Parents with different age, occupation and income that affected different decision levels to access the mobile water park, we found that most of them are statistically different with significant level of .05.