The Strategy of Service Marketing-Mix and The Decision Making of Chinese Tourists to Visit Chiang-Mai from Covid-19 Perspective

Authors

  • Xiaoxiao Wang Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Thailand https://orcid.org/0000-0002-4463-9426
  • Nutteera Phakdeephirot Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology Rattanakosin, Thailand

Keywords:

Chiang Mai Tourism, Chiang Mai Market, Chinese Tourists, Tourism Market, Marketing Strategy

Abstract

After Covid-19, the tourism industry in Chiang Mai continued to develop, and an increasing number of Chinese tourists brought a booming market to Chiang Mai's tourism development. This study aims to discuss the impact of service marketing strategies on consumer travel decisions in Chiang Mai. The study analyzed 714 valid questionnaires using SPSS and Amos to process the data. It was found that the service marketing mix in Chiang Mai tourism is multifaceted and requires businesses to consider a wide range of factors to be successful in this highly competitive market by focusing on price, distribution channel, promotion, personnel, process, tangible display, and service performance factors, businesses can develop a comprehensive marketing mix that meets the unique needs of this market. Research is beneficial for enriching marketing theories and providing more strategies and suggestions for developing tourism in Chiang Mai.

References

Darja, K. G. (2021). Psychological Characteristics of Tourist Behavior During a Pandemic and Expectations of Future Tourists. Handbook of Research on the Impacts and Implications of Covid-19 on the Tourism Industry. Chapter 19, 23.

Hanliang, L. (2015). Travel Demand and Behavior Influence Mechanisms of Domestic Tourists: An Empirical Study Based on Travel Career Patterns, Perceived Limitations, Attitudes and Revisit Intentions. Zhejiang University, (06).

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Mukherjee, S., & Shivani, S. (2016). Marketing mix influence on service brand equity and Its dimensions. Vision, 20(1), 9–23.

Okaka, W. (2011). The Role of Media Communications in Developing Tourism Policy. Journal of Business Studies, (3): 25-38.

Stefan, G., Daniel, S., & Michael, H. (2020). Pandemics, tourism, and global change: A rapid assessment of COVID-19. Sustain.

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Published

2023-06-30

How to Cite

Wang, X., & Phakdeephirot, N. (2023). The Strategy of Service Marketing-Mix and The Decision Making of Chinese Tourists to Visit Chiang-Mai from Covid-19 Perspective. Journal of Reproducible Research, 2(1), 84–90. Retrieved from https://journalrrsite.com/index.php/Myjrr/article/view/38

Issue

Vol. 2 No. 1 (2023): Vol. 2 No. 1 (2023): Diversified Science Research

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