Guidelines for Developing Marketing Mix Strategies of Souvenir Products in the Category of Pickled Fish to Promote Tourism of Chaiburi Community Tha Uthen District Nakhon Phanom Province

Abstract

The objectives of this research are: 1) to study the current condition of the souvenir products in the category of pickled fish of the Chaiburi community. Including studying the needs and making a purchase decision of tourists traveling to Nakhon Phanom Province; and 2) to present strategies for developing marketing mix of souvenir products in the category of pickled fish to promote tourism of Chaiburi community Tha Uthen District Nakhon Phanom Province. Data were collected by in-depth interview with Village Headman at Village No. 7, Chaiburi Sub-district, Chaiburi Subdistrict Administrative Organization Office of Tourism and Sports and the secretary of the Chaiburi farmers Group and use a questionnaire with a group of 400 tourists traveling to Nakhon Phanom Province. Data were analyzed by descriptive analysis and descriptive statistics.

The results it was found that current condition of souvenir products in the category of pickled fish, Chaiburi community. It is popular with tourists who travel to Nakhon Phanom and tourists who pass by. But there is no distribution via online channels and food delivery. Should increase sales channels through online media. It should be packaged in a box with a tight lid. It has a distinctive and modern brand and easily recognizable. Should provide details of storage, production date, expiration date on the product label. There should be a variety of sample products to try. To make it easier for tourists to make purchasing decisions and there should be advertising to publicize products such as fish souvenirs via social media.