การศึกษากลยุทธ์การสื่อสารแนวคิดการตลาดเชิงประสบการณ์ของสถานที่ท่องเที่ยว ดาษดา แกลเลอรี่

Authors

รศ.พัชนี เชยจรรยา, น.ส.สุพรรณี สมศรี

Published

วารสารนิเทศศาสตร์ จุฬาฯ

Abstract

The objective of this study is to find out communication strategies of Dasada Gallery through its tenure as a tourist destination. This includes examining visitors’ channels of communication with the gallery, motivations for visiting, satisfaction with their visit and post-visit behavior. The study is both qualitative and quantitative. The qualitative study, through intensive interviews with eight people managing Dasada Gallery and the writer’s observations, investigates the venue’s communication strategies. The study found that the entrepreneurs have a fondness for the beauty of flowers they created a business model for a tourist destination to creatively display floral arrangements. The gallery administration also holds a flower festival from December to February as well as other events throughout the year. Activities at Dasada Gallery focus on marketing sensory experiences to visitors that incorporate touch, feel, thought and action into a memorable experience. For the quantitative study, it surveyed 400 visitors to Dasada Gallery between the ages of 25 and 46 for their channels of communication with the gallery, motivations for visiting, satisfaction with their visit and post-visit behavior. The study found that most visitors knew about the gallery through word of mouth, such as from family members, friends and acquaintances. Of the study factors, the sample group placed the highest importance on visit satisfaction and the lowest on pre-visit research about the location. By testing our hypothesis, we found that communication channels with the gallery have an effect on motivations for visiting and visitor satisfaction. The motivation then affects visitor satisfaction, both of which then affect post-visit behavior. The hypothesis proved to be correct.

(2561). การศึกษากลยุทธ์การสื่อสารแนวคิดการตลาดเชิงประสบการณ์ของสถานที่ท่องเที่ยวดาษดา แกลเลอรี่. วารสารนิเทศศาสตร์ จุฬาฯ, 36(2), 66-82.