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How to use marketing mix buile Chiang Rai province as a destination during winter season - Assignment Example

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The researcher of this following essay will make an earnest attempt to research and present the possibilities making Chiang Rai as the most attractive winter tourist destination for golf, adventure and medical tourism in an exhaustive manner…
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How to use marketing mix buile Chiang Rai province as a destination during winter season
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How to use marketing mix buile Chiang Rai province as a destination during winter season

116,664 + 18.90 119,450 + 2.39 YEMEN 3,469 - 2.88 2,993 - 13.72 MIDDLE EAST 282,879 + 6.62 298,076 + 5.37 Source- (Ambhanwong 2010) International Tourist Arrival in Thailand in 2009 -14,149,841 International Tourist from Middle East alone 298,076 (5.37%) Source - (Ambhanwong 2010) Marketing Mix According to Kotler et al (2006), marketing mix connotes the elements that a business owner or a manager can manage to influence the consumers in decision- making on the tourist visit to Chiang Rai province, especially in winter. As per Shoemaker, Lewis and Yesawich (2007), Professor Neil Borden of Harvard can be said as the father of the concept namely “marketing mix.” Borden developed the “four Ps” principles namely “product, place (distribution), price and promotion. (Kotler et al, 2006) The term product connotes to features like the business range of services or products, the novelty of those services or products, their distinctiveness from the products of their rivals, or their excellence to the competitors’ services or products with reference to quality. Price connotes to the services / or product’s prices enumerated in the price list or any incentive offered for the promotions of such services or products, and if there is any price incentive available for the peak season or offseason period. Place connotes to the delivery of the services or products gauged by the elements like availability, distribution and convenience. The term promotion connotes to informative sales campaign like displays, features and discount, detailing and advertising. McCarthy is of the view that marketing of tourism industry is different from that of marketing of products and thus, needs a varied approach to the marketing mix – that is – the concept of the marketing mix to...
This essay discusses that Chiang Rai has large potential to offer medical tourism, adventure tourism and golf tourism to the foreign tourist at the affordable cost with the world-class luxury. In the last decade, tourism industry is one of the major revenue earners for the Thailand economy, and tourism accounted about 7% of its GDP (Gross Domestic Product). Tourism Authority of Thailand (TAT) has launched various programs to promote the tourist industry both domestic and inbound one with attractive slogans like “ Unseen Thailand “, & “ Amazing Thailand.” The revenues generated through tourism industry are mainly meant for income distribution to various regions of Thailand and for economic growth, including Chiang Rai province. According to TAT, about 14,584,226 international tourists arrived in Thailand in 2008 14,149,841 international tourists arrived in Thailand in 2009 alone. Goeldner & Ritchie , in their empirical research study ,have found that respondents in a survey who visited Baan Phangam province in Thailand gave the highest mean positive feedback (3.99) on the service/product aspects for adventure tourism. This is trailed by place (3.43), and then, the price and then promotion. Further, the tourists also gave more weight to natural beauty of the surrounding or scenic beauty, daring adventure movements and a mixture of adventure activities. As regards to tourist’s demeanours , positive feedback given by colleagues / friends who visited Thailand already scored high mean score of 56% for a tourist to decide as Thailand as their favourite tourist destination. ... Read More
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