Effects of Marketing Communication Factors on the Perception of Phuket Airport’s Image in the Opinions of Foreign Passengers
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Abstract
This article aimed to study the opinions level of foreign passengers towards marketing communications and the image of Phuket Airport, and examine to the impacts of integrated marketing communication on the perception of Phuket Airport image in the perspective of foreign passengers. This research applies a quantitative method. The sample consisted of 400 foreign passengers using services of Phuket Airport. Samples were selected by a convenient sampling method. The tool used was a questionnaire reviewed by 5 experts and 30 units of try-out with the reliability of 0.98. The data were analysed using descriptive statistics, including frequency, percentage, mean, standard, deviation and inferential statistics of multiple regression analysis.
The findings revealed that : 1) marketing communication and airport image were at the high level; and 2) integrated marketing communication in sales promotion, public relations, direct marketing, and IMC interactivity had an effect on perception of Phuket Airport’s image in the opinions of foreign passengers with the statistical significance level of 0.05. They mutually described the variance of perception of Phuket Airport’s image by 59% which had a positive effect on the perception toward the airport’s image in the opinions of foreign passengers. The airport should focus on integrated interactive market communications to create good image awareness in the eyes of international passengers. In the future, companies need interactive marketing communication techniques to attract and interact with consumers to involve consumers by raising awareness, improving image, or creating sales of products and services.
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