The Service Model for Thai MICE Traveler a towards Lookmai Kiriwong Tourism Community Enterprise, Lansaka District, Nakhon Si Thammarat Province
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Abstract
This mixed-methods research aims to study the behavior of Thai MICE travelers, study their opinions on the service marketing mix that is important in choosing a study tour location, and propose an appropriate service model for Thai MICE travelers. The sample consisted of 400 Thai MICE travelers who used observational study services and were selected by accidental sampling, and 5 key informants were selected by purposive sampling. The research instruments were questionnaires and semi-structured interviews. Descriptive statistics analyzed quantitative data, inferential data was analyzed by t-test and one-way ANOVA, and qualitative data was analyzed by content analysis. The study found that Thai MICE travelers generally had the following behavior when using observational study services: they got information from social media; the organizations or educational institutions had a significant influence on their decision-making; and they studied for one day and participated in tie-dye activities. The study also found that the product is the most important factor in the marketing mix of services for selecting an observational study destination. The most chosen study tour location was the product area. The service model is appropriate according to the service marketing mix concept (7Ps), which includes products including tourism resources, lifestyles, souvenirs, and outstanding local food. The price is clear and the details of the service are clear. In terms of locations and distribution channels, there are geographic coordinates, improved road signs, and parking spots. In terms of marketing promotion, sales are publicized in online channels. In terms of process, standard services are provided. In terms of physical characteristics, there are natural and cultural identities. In terms of personnel, they provide service by being good hosts.
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