Service marketingin Thailand

Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand


โดย ศ.ดร. พิริยะ ผลพิรุฬห์* อาจารย์ประจำคณะพัฒนาการเศรษฐกิจ สถาบันบัณฑิตพัฒนบริหารศาสตร์; Pungpond Rukumnuaykit; Teerawat Charoenrat; Akkaranai Kwanyou; Kitisak Srijamdee 


วารสาร Asia Pacific Journal of Marketing and Logistics 2022-04-01



This study investigates the impact of 4P strategy implementation on the potential and profitability of service operators in Nong Khai Province, Thailand, by using an econometric model and defining dependent variables in order to classify firm performance into 3 areas, namely, (1) revenue, (2) cost/expense and (3) profit—in log form.  Study results show that tourism and hospitality service operators have to place emphasis on “development,” starting from upstream processes such as research and development and utilizing local wisdom and reflecting cultural identities as well as focusing on downstream activities, including adoption of modern media. At the same time, operators should also emphasize marketing and sales promotions as well as seek publicity through websites and online social media in parallel with developing downstream activities.