Marketing approach for Tourism Management of Southern Economic Corridor: SEC in Thailand

Abstract

A research study to marketing approach for Tourism Management of Southern Economic Corridor: SEC in Thailand. The objective was to study the demand of Thai tourists visiting of Southern Economic Corridor: SEC in Thailand and analyze the marketing approach for tourism management. The research used perform primary data collection with questionnaires by Cluster Sampling which was random from tourists visiting 8 provinces such as Chachoengsao, Prachinburi, Sakaeo, Chonburi, Rayong, Chanthaburi, Trat, and Kanchanaburi. By choosing the area from famous tourist attractions popular with tourists. There are 3 locations in each province and choose a non-probability sampling method (Convenience sampling). The research collected questionnaires from a sample of 400 people. The research has conducted secondary data and relevant documents to analyze the marketing approach to tourism management to determine the presence of certain words, themes, or concepts within some given qualitative data (Content analysis).

Aiming to the research, the majority of respondents were female, accounting for 70.50%. Those aged between 24 and 37 years old (54.30%) earn more than 20,000 baht or 30.50%. Bachelor's degree (63.25 percent), the majority of travelers travel with their families (31.75 percent), and 55.50 percent travel by car. And the most spending habits on food accounted for 50.25 percent. Meet the most valuable tourist needs average was 4.20, followed by experiencing an average of 4.07, customer reach, an average of 4.02, and loyalty was 3.92, which found to be very high, respectively. The analysis of the marketing approach for tourism management in the area analyzed the experience management approach, which was the route model Connecting Tourist Attractions of 8 areas. These include Deeper Friendships, Diet Healthier, and Detox Retreats. For value, there should be a green tourism management approach. In terms of reaching customers, there should be a convenient approach to online travel before, during, and after traveling. And the honesty approach should focus on building tourist relationships to repeat visits to the area.