Marketing Segmentation and Product Positioning for Basin Cultural Tourism in Pak Phanang District, Nakhon Si Thammarat

Abstract

This research on marketing strategies for promoting cultural tourism in the Pak Phanang River Basin is a mixed mode research. Data were collected though questionnaires and interview from the sample group of tourists on the issue of needs and behavior of tourists traveling in the Pak Phanang River Basin, Pak Phanang District of Nakhon Si Thammarat Province. And information from small group meetings with people involved in tourism management and marketing, including tourism and hospitality operators Government Agencies and Community jointly define the position of tourism products. Tourism Benchmarking area of Songkhla Lake Basin in Phatthalung and Songkhla Provinces were used as a guideline in formulating marketing strategies in the Pak Phanang River Basin.

The results of the study showed that (1) Market Segmentation and tourists target group according to demographic criteria are Thai tourists in school age, working age and retirement age. Most of them are working age. Geographic criteria indicate that most Thai tourists come from the southern regions including Surat Thani, Nakhon Si Thammarat and Songkhla. And most of the foreign tourists come from Malaysia. According to behavioral science criteria, focus on leisure tourism is popular among Thai tourists who travel with family, friend or lover which has a social tourism style that likes comfort and safety in tourist destinations. As for foreign tourists, they are interested in traveling, especially on weekends and long holidays or on a business trip which are convenience and safe for traveling. Segmentation and target group are determined by types of tourism, types of cuisine corresponding to old age and retirement group. The initiative of King Rama V and IX aligned with students, occupational group and the way of belief is consistent with the retirement age group and occupational group. The main target groups are students and professional groups who come to see the event and the way of beliefs. The main target groups are the elderly, retirement age and occupation groups who come to visit the event. And (2) for the product positioning for tourism, it was found that Thai tourists were suitable for the product positions in the direction of tourism according to King Rama 9 and Rama 5 and food tourism.  While foreign tourists fit the product positions in food tourism and belief tourism. The market share determination and product stance will be used to determine the marketing strategy of the Pak Phanang River Basin Trajectory Tourism in Pak Phanang District of Nakhon Si Thammarat Province next for further studies.