The Influence of Perceived Value and Social Attitude on the Marketing Strategy Emphasizes the Value of Local Souvenirs in the Lower Northeastern Region of Thailand
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Abstract
The aim of this research paper is to study the relationship between perceived value and social attitude toward a marketing strategy that emphasizes the value of local souvenirs in Thailand's lower northeastern region. This was quantitative research that used a questionnaire to collect data from Thai tourists who visited and purchased local souvenirs. A sample of 1,200 individuals was studied using descriptive statistics and inferential statistics using structural equation modeling (SEM). The results showed that the level of perceived value, social opinions, and value marketing strategies for local souvenirs were overall at their highest levels. It was discovered after examining the relationship that perceptions of the value of local souvenirs had a positive effect on societal attitudes towards local souvenirs. The weight value of the relationship is 0.948. In terms of value perception, there was a positive effect on the value marketing strategy of local souvenirs. The weight value of the relationship is 0.227. Finally, social attitudes influenced the value marketing strategies of local souvenirs positively. The weight value of the relationship is 0.744. Each relationship was 0.05 level statistically significant. The created model was also consistent with the empirical data. can predict with a correlation (R2) of 0.927 at an acceptable level.
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