MARKETING MIX PRACTICE IN FOREIGN TOURISTS’ SERVING IMPROVEMENT (THE CASE OF COOKING AND MASSAGE SCHOOLS IN THAILAND)

  • Thammamonr Khunrattanaporn Suan Sunandha Rajabhat University, Bangkok
Keywords: marketing mix, Thai cooking, Thai massage, cultural tourism, teaching service

Abstract

This research aimed to study marketing mix of Thai cooking and Thai massage teaching service for foreign tourists. The data were compiled by examining related documents, websites, and interview of the administrators of the service for teaching Thai cooking and Thai massage in Bangkok metropolitan and Chaingmai and Phuket. The research considers an implementation of 8 P’s of marketing mix in realization of shirt and long-term classes for foreign tourists visiting Thailand. Some conclusions on effective marketing strategies formation and realizing in Thai tourism market were suggested.

Author Biography

Thammamonr Khunrattanaporn, Suan Sunandha Rajabhat University, Bangkok

PhD, Asst.Profesor  in Faculty of Management Science at Suan Sunandha Rajabhat University, Bangkok, Thailand.

Research interests are concentrated around marketing issues, marketing business research, marketing instruments of business effectivization, service industries of Thailand and ASEAN.

Published about 30 research papers in Thai and International journals, coordinate business research conducting under the National Science and Innovation Conceals of Thailand

References

Aphaijit, S. (2008). Art of massage. Bangkok: Bangkok Media Center.

Baron, S., Harris, K. & Hilton, T. (2009). Service marketing text and cases (3rd ed.). New York: Palgrave Macmillan.

Cengiz, E., & Yayla, H. E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, 3: 74-86.

Chi, C. G-Q., & Qu, H. (2008). Examining the structural relationships of destination image tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29: 624-636.

Chutchakul, N. (2007). Tourism industry. Bangkok: Chulalongkorn University Press.

Daengroj, P. (2001). Tourism industry toward century 21. Bangkok: 4 & 5 Printing.

Heryanto, H. (2011). Effect of marketing strategy on customer loyalty. International Journal of Learn Thinking, 2(1): 59-87.

Irtaimeh, H. J. (2012). The influences of applying elements of e-marketing mix on customer satisfaction a case study on Jordan Telecom Companies. International Research Journal of Finance and Economics. 95: 121-134.

Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Prentice-Hall.

Kotler, P., Bowen, J. T., & Makens, J. C. (2014). Marketing for hospitality and tourism (6th ed.). Upper Saddle River, NJ: Pearson Education.

Khunrattanaporn, T. (2007). Marketing channel management. Bangkok: Choraka.

Lee, S., Jeon, S., & Kim, D. (2011). The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea. Tourism Management, 32: 1115-1124.

Li, S., Kinman, R., Duan, Y. & Edwarda, J. S. (2000). Computer-based support for marketing strategy development. European Journal of Marketing. 34(5/6): 551-575.

Limtiyayothin, A. (2008). Knowledge of Thai Massage. Nonthaburi: Sukhothai Thammathirat University Press.

Lochaiyakul, P. (2009, January-March) 2009 world tourism scenario meeting summary report. Date 5-8 November 2551 at Itaian Republic. e-TAT Tourism Journal. 1: 1-7.

McCarthy, E. J. (1971). Basic Marketing: A managerial approach (4th ed.). Homewood, IL: R.D. Irwin.

Mill, R., & Morrison, A. (2002). The tourism system: An introductory text (4th ed.). Oubuque, IA: Kendall/Hunt.

Murshid, M. A., Halim, M. S. & Osman, A. (2014). Marketing mix strategy and physicians’ satisfaction: A mediation effect of perceived value in the pharmaceutical industry in Yemen. IOSR Journal of Humanities and Social Science (IOSR-JHSS), 19(5): 73-81.

Sarker, M. A. H., Aimin, W., & Begum, S. (2012). Investigating the Impact of marketing mix elements on tourist satisfaction: An empirical study on East Lake. European Journal of Business and Management, 4(7).

Suksakarn, W. (1994). Thai Food in globalization. Bangkok: Tawanok Press.

Thamrin, HM. (2012). The role of service marketing mix and ship service quality towards perceived value and its impact to ship passenger’s satisfaction in Indonesia. Global Journal of Management and Business Research, 12(3): 96-101.

Tourism Authority of Thailand. (2549). Promotion of special interest tourism product. Bangkok: Author.

Tourism Authority of Thailand. (2551). Report of 12 tourist market attitude and behavior survey project. Bangkok: Author.

Nezakati, H., Abu, M. L,, & Toh, C. (2011). Exporting hierarchy situation of 4A marketing mix on Malaysia’s fast food restaurants. World Applied Sciences Journal, 15(8): 1157-1167.

Weaver, D., & Lawton, L. (2006). Tourism management (3rd ed.). Milton, Australia: John Wiley & Sons Australia.
Published
2017-05-31
How to Cite
Khunrattanaporn, T. (2017). MARKETING MIX PRACTICE IN FOREIGN TOURISTS’ SERVING IMPROVEMENT (THE CASE OF COOKING AND MASSAGE SCHOOLS IN THAILAND). The EUrASEANs: Journal on Global Socio-Economic Dynamics, (3(4), 85-92. Retrieved from https://euraseans.com/index.php/journal/article/view/43