The Model of Strategy for Buddhism - Based Tourism Marketing of 10 temples worth visiting in Ubon Ratchathani Province
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Abstract
This research study placed an importance on marketing analysis, marketing mix influencing an increase of tourism value, and recommendations on marketing strategies for 10 temples to visit in Ubon Ratchathani. Mixed methods consisting of qualitative and quantitative approaches were applied in this study. For the quantitative method, sample representatives were 704 visitors who visited the province. Survey questionnaires given to the samples were employed for data collection while Multiple Linear Regression was used for its data analysis. Regarding the qualitative way, 20 stake holders were the representatives and interview forms including focus group were applied for data collection while Descriptive Analytics was used as data analysis. The findings demonstrated that the market segmentation were students, workers, and retirees living in Ubon Ratchathani and they travelled with their family members in order to paying respects to Buddha and benediction. The main target customers were Buddhist visitors and the market positioning revealed that the 10 temples held the same attractive level on objects and architectures. Interestingly, the Buddhist activities found in Wat Ban Na Muang and Wat Nong Pah Pong were more remarkable than others. Seven variables of the marketing mix were correlated, by 91.4 %, with the value adding of Buddhist Tourism in the 10 temples, the statistical significance at 0.05. In addition, the appropriate marketing strategy of the temples could be divided into seven perspectives consisting of Buddhist tourism activities, reasonable pricing, facility management, marketing promotion, skill enhancement of tourism officers, development of physical environment, and packaging of Buddhist tourism travel itineraries.
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