Guidelines for Developing a Marketing Mix Affecting Tourist Brand Loyalty, Bo Kluea District, Nan Province

Authors

  • kwanchanok Panyakuralak NIDAFaculty of Graduate School of Tourism Management, National Institute of Development Administration
  • Chokechai Suveatwatanakul Faculty of Graduate School of Tourism Management, National Institute of Development Administration

Keywords:

marketing mix, brand loyalty, tourists, Bo Kluea District, Nan Province

Abstract

            This research aims to study the relationship between factors of marketing mix and brand loyalty, and factors of marketing mix affecting tourist brand loyalty in Bo Kluea District, Nan Province. This was quantitative research using a questionnaire with a sample group of 300 tourists who visited Bo Kluea District, Nan Province, between 2015 and 2020. The research results showed that most of the respondents were female tourists aged 23–40 years, employed in private companies, single status, and had average monthly incomes of 15,001–30,000 Baht. The respondents held high opinion levels regarding overall marketing mix and brand loyalty. From the correlation coefficient analysis, it was found that Positive Word of Mouth predicted two marketing mix factors: People and physical evidence. The Revisiting predicted 2 factors: People and physical evidence. The Share of Wallet predicted 3 factors: Promotion, process, and people, respectively. The Trust predicted 3 factors: Process, Promotion, and people, respectively. Finally, the satisfaction predicted 2 factors: Promotion, and process, respectively.

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Published

2021-06-21

How to Cite

Panyakuralak ข. ., & Suveatwatanakul โ. . (2021). Guidelines for Developing a Marketing Mix Affecting Tourist Brand Loyalty, Bo Kluea District, Nan Province. Research and Development Journal Suan Sunandha Rajabhat University, 13(1), 124–138. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/250558

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Section

Research Articles