Marketing Communications with Thai Tourism Behavior at Bangkok Historical Museums

Abstract

This research aims to study 1) marketing communication significance of Bangkok historical museums, 2) tourism behavior of Thai tourists, and 3) marketing communication related to Thai tourist behavior in Bangkok historical museums. By using quantitative research approach, a questionnaire was used to collect data from 400 samples. Statistics used in this research were percentage, mean, standard deviation, and Chi-square test at a significance level of .05. Research findings found 1) 1 aspect of marketing communication, personal selling, is very important, and 4 aspects, advertising, public relations, sale promotion, and direct marketing, are at medium level, 2) tourism behavior of Thai tourists at Bangkok historical museum show that most sample group have plan in advance, like to travel on weekend with main purpose of study, usually have 1-2 trip annually, like to seek experience, and likely to spend 2-3 hours in museums, and 3) hypothesis testing showed 3.1) Age, gender, social status, occupation, average income per person, average income per family, and current address are related to Thai tourist behavior of Bangkok historical museums, and 3.2) all aspects of marketing communications are linked to main objectives of tourists and number of trips per year ,whereas, all tourism aspect are related to tourist behavior in planning aspect, but not personal selling. In addition, personal selling and sale promotion aspects are related tourism behavior in tourism type.