MARKETING COMMUNICATION STRATEGY FOR WELLNESS TOURISM PRODUCTS AND SERVICES FOR THE ELDERLY TOURISTS IN LAMPANG
Article Sidebar
Main Article Content
Abstract
The objectives of this research are 1) to study the uniqueness and the identity of wellness tourism products and services, 2) to analyze the needs of elderly tourists for wellness tourism products and services, and 3) to establish marketing communication strategies for tourism products and services for the elderly tourists. This research used a mixed method consisting of quantitative research and qualitative research. The data for quantitative research has been collected from a sample of 400 Thai tourists aged 55-70 years traveling to Lampang, while the data for qualitative research has been collected through interviews and small group meetings of service providers.
The development of marketing communication strategies is through the analysis of uniqueness and the identity of wellness tourism products and services, the needs of elderly tourists, the strengths of the health tourism areas, the marketing plan to promote health tourism, the marketing communication plan, and the activities recorded in the health tourism marketing calendar. The results of the study are discussed in small group meetings with service providers and it is found that there are strategies to promote the marketing communication regarding chemical-free tourism activities, activities in solitude and remote areas, and the establishment of information center for tourism activities. Moreover, there are strategies to promote changeable events, tourism activities with friends, and activities to combine the new with the old. The strategies to promote these activities are based on the concept of exploring new experiences in the old stories which do not change as time passes and the concept of sharing old experiences with new people which results in happiness sharing.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
References
Cochran, W. G. (1977). Wiley: Sampling techniques (3rd ed.). John Wiley & Sons.
Ducan, T. R. (2005). Principles of advertising & IMC (2nd ed.). McGraw-Hill/Irwin.
Jaichansukkit, P. (2015). Good brand & grand image. Maiochonbook.
Jumpolsathian, P. (2011). Strategic marketing communications. SE-ED Education Public Company Limited. [in Thai]
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Kotler, P., & Keller, K. (2006). Marketing management (12th ed.). Upper Saddle River.
Kotler, P., & Keller, K. L. (2008). Principles of marketing (12th ed.). Prentice-Hall.
Phu Cạdkar Online. (2014, October 31). “12 forbidden cities...not to be missed”-12 cities worth visiting cannot be missed. https://mgronline.com/travel/detail/9570000125455 [in Thai]
Prachachat Turakij. (2013, August 15). National agenda to cope “Elderly Society” promotes savings...increases labor productivity. https://www.prachachat.net/news_detail.php?newsid=1376552357 [in Thai]
Seriratana, S., Laksitanon, P., & Seriratana, P. (2009). Modern market management. Pattana Suksa.
Shimp, T. A. (2000). Advertising promotion supplemental aspects of integrated marketing communications (5th ed.). Harcourt College Publishers.
Tourism Authority of Thailand. (2009). Project to prepare information on business investment structures in the health tourism industry (Research report). Ministry of Tourism and Sports. [in Thai]
