The Development for Recreational Tourism in Nakhon Nayok Province by Applying Service Marketing Mix in the Recreational Tourists’ Perspective

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Kesorn Thonplonkrung
Pakamas Chairatana
Chawalee Na Thalang


The objectives of this research were to consider the degree of assessment of the mixed factors in marketing services and recommend the recreational tourism industry's advancement in Nakhon Nayok. As indicated by the idea of the marketing mixed factors in the perspectives on the tourist attraction, the sample group was travelers in the recreational activities in Nakhon Nayok. There were 400 samples were utilized as a survey information assortment. The confidence value was 0.95. Information was examined by descriptive statistics by discovering the mean and standard deviation. The results of the study found that the level of opinions, factors, and marketing mix of recreational tourists in Nakhon Nayok, in general, were at a significant level. (M = 3.84, SD = 0.44) When considered separately, the results showed that the side with the highest mean, for example, physical characteristics, was at a high level (M = 3.87, SD = 0.60), trailed by the personal factor at the high level (M = 3.85, SD = 0.54), product factor was at significant level (M = 3.83, SD = 0.60), channel factor was high (M = 3.82, SD = 0.63), marketing promotion factor was at significant level (M = 3.81, SD = 0.64), service process factors were at a significant level (M = 3.79, SD = 0.62), and the side with the most un-normal was the price factor at an undeniable level (M = 3.71, SD = 0.59), separately. The development approach comprises 7 regions which are product, price, distribution channel, marketing promotion, service process, physical characteristics. These parts will be a rule for the improvement of recreational tourism in Nakhon Nayok.


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