Development of Experience Tourism Marketing Strategy : A Case Study of the Old Town UbonRatchathani Province
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Abstract
This research work aims to study the demographic characteristics, tourism behaviors and opinions on experience tourism marketing mix factors, to compare differences of tourists and to investigate the development of experience tourism marketing strategy in the old town area of UbonRatchathani Province. The quantitative method, along with the survey with 400 questionnaires, the analysis of the reliability of the questionnaire by means of an alpha coefficient. value of 0.948 indicates that the questionnaire with the confidence high, was employed in the study. The size of the sample group was determined by using the Yamane formula, and accidental sampling was used to obtain the samples. The statistics used to analyze data included frequency, percentage, mean, standard deviation, t-test and One-Way ANOVA. The statistical significance was set at 0.05. If any differences were found, a pair of differences would be analyzed with the Scheffe method. The findings revealed that the respondents favored experience tourism for its novelty, had this experience for the first time and did not stay overnight. Friends are usually their most influencer, the respondents to take the trip, and there was no fixed plan for the trip. In addition, the respondents received news and information from word of mouth. The respondents had opinions on the marketing mix (5Ps) and achievement of experience tourism marketing in overall and in each aspect at the high level. According to the comparison of differences of tourism marketing mix factors and achievement of experience tourism marketing, the respondents had different ages and incomes, and they had different opinions on the tourism marketing mix in all factors: occupation, status and sex, respectively. However, their education and interests were not different. The respondents with different incomes had different opinions on the achievement of experience tourism marketing. The conclusion from this research can provide a guideline for determining experience tourism objectives and strategies so that it is well-known, memorable and tourists want to revisit the place.
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