CAUSAL FACTORS AFFECTING CREATIVE MARKETING STRATEGY ON SOUVENIRS FROM TOURISM IN THAILAND OF TOURISTS OF CAMBODIA-LAOS-MYANMAR-VIETNAM COUNTRIES
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Abstract
The survey and development research was aimed at studying causal factors affecting creative marketing strategy on Thailand tourism souvenirs from tourists of Cambodia-Laos-Myanmar-Vietnam countries. The data was statistically analyzed by structural equation model analysis: SEM. The research findings indicated that creative marketing strategy on Thailand tourism souvenirs was practically suitable at high level (X = 3.64), which was product design, brand promotion, price and marketing promotion. In case of marketing channel development was practically suitable at moderate level. The creative marketing strategy model on souvenirs from Thailand tourism of Cambodia-Laos-Myanmar-Vietnam countries was created consistently and fitly with empirical data and the developed model had the ability to predict at good and acceptable level at 88.6%. The causal relationship at statistical significance of 0.05 showed that tourist attraction acknowledgement, information acquirement and souvenir categories from Thailand tourism were correlated with creative marketing strategy on Thailand tourism.
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