Marketing Strategy to Promote Experiential Tourism at Baan Rai Tawan Wan, Lam Thap District, Krabi Province
Main Article Content
Abstract
The objective of this research was to examine the marketing strategies to promote experiential tourism at the Baan Rai Tawan Wan destination. This research was a quantitative study that used the convenience sampling method to collect data from tourists who visited the destination. The experiential marketing factors, including tourist satisfaction, word of mouth, and repeating visits, were studied using descriptive statistics, frequency, percentage, mean, and standard deviation.
The result revealed that tourist satisfaction with experiential marketing (5 factors) has a total mean ( = 3.83, S.D. = 0.86). The mean score of tourist satisfaction was at a high level (
= 3.92, S.D. = 0.89), where the mean score of word of mouth was at a high level as well (
= 3.96, S.D. = 0.87). The results indicated further that the mean score of repeating visits was at a high level (
= 4.00, S.D. = 0.86). In addition, public relations to promote tourism activities were recommended in order to increase tourism awareness and educate tourism staff.
Article Details
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