วารสารวิจัย มข. ฉบับสาขามนุษยศาสตร์และสังคมศาสตร์(ฉบับธุรกิจและเศรษฐกิจ)
ISSN 1685-2532
ภาษาไทย | English

ปีที่ 12 ฉบับที่ 1 มกราคม - มิถุนายน 2557

The Development of Tourism Marketing Mix of Phu Luang Tourism Resources
Suvit Namboonruang

Abstract

The main purpose of this research were to study the guidelines development of tourism marketing mix of Phu
Luang district, Loei province, the problems regarding of tourism marketing, the opinion and need to develop the tourism
marketing mix factors, and the relationship between personal factors and tourism marketing mix factor. The research
sites included tourism resources in Pha Somdet, Pha Talin and Pha Yueng in Phu Luang district. The research
methodology were used both quantitative and qualitative methods. The quantitative data were collected from 192
samples. The instruments were 5-level rating scale questionnaires with the overall reliability value of 0.89. Percentage,
Mean, Standard deviation, T-test and ANOVA were used to analyze the quantitative data. The participatory action
research were used in qualitative research. The qualitative research methods were semi-structured interview, brain
storming, and observation. The qualitative data were descriptively analyzed.
The results were as follows: 1.The opinion level of the marketing problem to marketing mix factors, listed in the
high-low order as follows: the first was the most problem in marketing promotion (X= 4.12). The second, was the
problem in personnel (X= 4.10), the problem of coordinate network (X= 4.08) and the last was the problem of
distribution marketing channel (X= 4.01). 2. The need to develop tourism marketing mix factors, listed in the high-low
order as follows: the first was the needs to personnel development (X= 4.68), the need to marketing promotion
development (X= 4.49), the needs to coordinate network development (X= 4.44) and the needs to distribution
marketing channel development (X= 4.37). 3. The relationship between personal factors and tourism marketing mix
factor, the result was found that personal factors as gender, education and income were not related to the marketing mix
factors with statistic significant level at 0.05. While as age and occupation were related to the marketing mix factors
with statistic significant level at 0.05. and 4. As for guidelines to develop tourism marketing mix factors of Phu Luang,
the suggestions were as follows: 1) Tourism personnel : English speaking training for national park officials and tourism
agency personnel of the three tourism sites. 2) The distribution marketing channel : Prepare and provide more facilities
and services, included for more tourists safety in areas. 3) Marketing promotion : Improve variety channel of public
relations and expand public access to the international target group. 4) Coordinate network : Encouraging of coordi-nate network of cooperation between tourist attraction, local government and private organizations.


Keywords: Tourism Marketing Mix, Tourism Product, Tourist Attraction of Phu Luang
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