แนวทางการส่งเสริมการท่องเที่ยวในประเทศไทยของนักท่องเที่ยวญี่ปุ่นกลุ่มสตรีวัยทำงาน / ดวงใจ กาญธีรานนท์ = Guidelines for Thailand tourism promotion for Japanese working women group / Duangjai Kanteeranon
To study the components of the 7Ps marketing mix and factors that would influence decision-making regarding tourism as well as to study the behavior of the Japanese working group traveling in Thailand, in order to establish guidelines for Thailand’s tourism promotion for the Japanese working women’s group. The research used questionnaires as an instrument to gather data, with 400 Japanese working women, divided into 2 groups: those who had visited Thailand and those who had never been to Thailand, as sample studies. The gathered data was then analyzed through statistical analysis. The findings showed that, in general, Japanese working women were rated highly for all components of the 7Ps marketing mix and factors which influenced decision-making to travel to Thailand, ranging from highest to least influential as follows: 1) Physical evidence, 2) Price, 3) Personnel, 4) Process, 5) Placement of products and services, 6) Products, and 7) Promotion. From comparative analysis between the 2 groups who had visited Thailand and those who had never been to Thailand, the result showed no significant difference except in the area of placement, process and physical evidence, which showed differences at the significant level of 0.05. Results from the group interview with tour operators as well as a focus group discussion to cross examine findings, could be grouped into 3 guidelines for Thailand’s tourism promotion for the Japanese working women’s group. These were as follows: 1) Policy guidelines : Responsible organizations were the Thai government and other relevant organizations. The time duration was 5 years. 2) Strategic guidelines : Responsible organizations were the Tourism Authority of Thailand, Royal Thai Embassy, Royal Thai Consulate, other Thai government organizations in Japan, and other relevant organizations. The time duration was 1 year. 3) Action guidelines : Responsible organizations were the relevant organizations. The time duration was 1 year for Thai tourism marketing and promotion.
