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Suppawat Srisa-ard. Resort & recreation positioning strategy targeting free individual traveler (FITs) for the hotel business in Kaeng Krachan, Phetchaburi Province, Thailand. Master's Degree(Design, Business and Technology Management). Thammasat University. Thammasat University Library. : Thammasat University, 2020.
Resort & recreation positioning strategy targeting free individual traveler (FITs) for the hotel business in Kaeng Krachan, Phetchaburi Province, Thailand
Name: Suppawat Srisa-ard
keyword:
Resort
;
FITs
Abstract:
This research is focuses on the tourism industry. The objective is to study marketing strategies and customer journey of FITs customers that visit Kaeng Krachan resort. This research employs a quantitative research method with a survey of respondents who interested in traveling to Kaeng Krachan, Phetchaburi. The results of this study demonstrated that the majority of the sample were male, aged 31-40 years old, graduated in Bachelor's degree, with a status of single, earning the monthly income around 30,001-50,000 THB, with 70,001 - 100,000 THB for the household income, and living in the central Thailand area. Most of the sample groups travel lower than 12 times per year and spend two nights per time. Mostly they leisurely with friends, and have favorite destination themes are forest, mountain, and nature. Most of them use to find hotel service information from the website on the Internet. They are willing to spend 1,001-2,000 THB per night and reserve their trip by the online travel agent. They Choose the destination by location, such as province and hotels. Almost of them choose a single bed room type. Hotel guest customer journey overall was at the highest level (Mean = 4.21). Considering the aspects, they could be Ref. code: 25636216120078VYH (2) sorted from high to low could sort them from high to low: On location, followed by Hotel Inspiration, Service, Post Stay / Loyalty, Booking and Research, respectively. The stage on location has the highest level (Mean = 4.35). The study's outcome was used to design strategies for resort in Kaeng Krachan area. The customer journey can divided into 3 phases. Phase 1 is the channel before departure, which means tothe time when tourists find out about tourist attraction, including accommodation. Phase 2 is the period of stay. This is the period during the customer stays in the hotel. Therefore, the service and accommodation of the hotel should be emphasized primarily. Phase 3 is the period after the stay. It is the behavior of customers after their stay in the hotel
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Surapit Promsit
Role:
advisor
Created:
2020
Modified:
2023-01-27
Issued:
2023-01-27
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Science
Level: Master's Degree
Descipline: Design, Business and Technology Management
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.031268 วินาที
Suppawat Srisa-ard
| Title | Contributor | Type |
|---|---|---|
| Resort & recreation positioning strategy targeting free individual traveler (FITs) for the hotel business in Kaeng Krachan, Phetchaburi Province, Thailand
มหาวิทยาลัยธรรมศาสตร์ Suppawat Srisa-ard | Surapit Promsit | วิทยานิพนธ์/Thesis |
Surapit Promsit