Author(s) :

Assoc Prof.Dr.Duangsamorn Rungsawanpho.

Volume/Issue :

Abstract :

The objective of this study was to examine the present state of the service marketing mix of the Talay Bua Daeng tour boat group in Udon Thani Province, and to propose guidelines for the development of its service marketing. The research included 400 Thai tourists who visited Talay Bua Daeng in Udon Thani Province, selected using a convenience sampling method from six piers in the vicinity of Nong Han, namely Ban Diam, Don Khong, Kon Sai, Chae Lae, Non Nam Yoi, and Chiang Waeo. Data was collected through a questionnaire, and analyzed through mean and standard deviation calculations. The results showed that the Talay Bua Daeng tour boat group in Udon Thani Province had a high overall rating for its marketing mix. Among the various components of the marketing mix, physical characteristics had the highest average score of 4.49, followed by personnel with an average of 4.35, price with an average of 4.20, distribution channel with an average of 4.18, service process with an average of 4.14, product with an average of 3.76, and marketing promotion with an average of 3.46. The guidelines for the development of service marketing for the Talay Bua Daeng tour boat group in Udon Thani Province include offering attractive discounts to encourage the purchase of products and services, creating a variety of community-based products, introducing modern equipment and technology in the services provided, and leveraging social media platforms in different formats for effective public relations.

No. of Downloads :

0