The Strategy of Service Marketing-Mix and The Decision Making of Chinese Tourists to Visit Chiang-Mai from Covid-19 Perspective
Keywords:Chiang Mai Tourism, Chiang Mai Market, Chinese Tourists, Tourism Market, Marketing Strategy
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.
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