The Strategic Marketing Approach for Increasing Revenue of Nong Kham Resort Mueang District, Khon Kaen Province

Abstract

This research aimed 1) to study customers’ behavior towards decision making on choosing accommodation in Meaung District, Khon Kaen Province, 2) to study marketing mix (7Ps) which influences decision making on choosing resorts in Meaung District, Khon Kaen Province, and 3) to plan alternative marketing strategies in order to increase sales for          Nong Kham Resort. The research was conducted with 400 samples using questionnaire and analyzed by statistics, frequency, means and standard deviation. Based on study results, there were 62.50% of consumers aiming to stay for leisure and travel. Family staycation was 40.50%. The stay duration was 3 days 2 nights at 53.00%. The reason of decision making was the location where was nearby travel places, as 93.75%. Welcome drink was 84.96% as satisfaction factor. In addition, marketing mix, which influences decision making on choosing resorts, included personnel ( = 4.43), physical environment ( = 4.31) and price ( = 4.31). Based on the results of analyzing external context – Five Forces and SWOT, there were 2 marketing plans; 1) Nong Kham Resort Perception Project and 2) Modern Service Mind. As expectation in 2021, the sales will increase for 15% compared to year 2020.