The Use of Marketing Mix to Development and Promote Cultural Tourism in Loei Province

Abstract

The purposes of this research were (1) to study the demographic characteristics of Thai tourists visiting Loei province, and (2) to study attitude toward the marketing mix of Thai tourists visiting Loei province.  This study is a quantitative research.  The sample group consisted of 400 Thai tourists. A questionnaire was used as a tool to collect data. The data were analyzed by Frequency and Percentage.  The reliability level was at 95 and .05 level of statistical significance. The results showed that (1) 62.25% of the respondents were females; 57.50% of them were under the age of 30; 61.50% of them finished bachelor degree or equivalent; 66.00% of them were single; 24.50% of them were students; and 70.25% of them earned 20,000 baht income or lower than this income; (2) the attitude toward marketing mixed factors of the tourists included product; there are unique traditions such as almsgiving with sticky rice, price;  souvenirs and food are labelled with clear and reasonable price tag, place; tourists can reserve accommodation, restaurants, and activities on online platform conveniently, tourism information on website can be accessed easily, promotion; outstanding aspects of tourist attraction, festivities and exhibitions were presented, the tourist attractions were advertised and publicized through various kinds of media such as online channel, publication, and television, people; adequate personnel and staff are experienced and skillful to inform tourists quickly and accurately, physical evidence; the tourism atmosphere is beautiful, the culture is diverse and tourism resources are restored and developed constantly, and process; method of tourism management meets the standards such as traffic management, souvenir shop areas, restaurants, and toilets.