The Consumer Behavior and Tourism Marketing of International Tourists Visiting Phuket in Thailand

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1 The Consumer Behavior and Tourism Marketing of International Tourists Visiting Phuket in Thailand Wipanee Maen-in Abstract This research aims to study the tourism marketing and the trip behaviors profile of international tourists who visited Phuket in Thailand and study the influence of their selected demographic characters on their selected trip behaviors. The study was conducted through survey by using questionnaires asking sample respondents from international tourists who visited Phuket. The result found out that type of group travel is the key variable that indicates higher and lower daily spending tourists, tourists spend more when they visit with their family. Trip arrangement is the key variables that indicate shorter and longer stay tourists. From these findings, it is recommended that both private and public sectors should make marketing to potential tourists in order to increase tourism revenue and to be a sustainable tourism, all of agencies that involves in Phuket tourism industry should coordinate to satisfy tourists to revisit and recommend Phuket to friends and relatives. Keywords Consumer Behavior, International Tourists, Phuket Province, Tourism Marketing I. INTRODUCTION N the role of the travel industry today now is look like to I help the Thailand economy. The economy has run by the tourist industry, there are provide the contribution to the economic and social benefits. In additional the travel industry can be create prosperity for the local area and generate the income for the local people.[1] Despite the growth of tourism industry also face with the problem of the natural environment is unparalleled. For this reason, so the concept of tourism now become the ecotourism. Phuket province that come with the abundance of nature and culture of the native in Thailand. That relies on a number of tourists in Thailand ecotourism rise up quickly. The attractions that are popular not only the beach and sand.moreover Phuket come with many of the creeks, ponds, waterfalls, cliffs, lakes, land. Now within among of the trourist competor companies that can meet the needs of consumers.according to the customer expectations. It will be better and get the competittive advantage for the company if the entrepreneur get the deep information regarding the consumer behavior of tourists. Therefore it is important for those involved in the operation of travel business. To develop products and services that can meet the needs of the tourists. Therefore, this study objective is to study the tourists behavior in Thailand case study of Phuket area. The results of this study will be useful to the operators of the tourist in Puhket district,[2] II. LITERATURE REVIEW A. Ideas and Concept Related to Consumer Behavior Defining Consumer Behavior The consumers behavior it covering the behavior of consumers to purchase the product and service in variety of activities of the behavioral processes and will keep all of the recognize will become custoemr experience. The consumer behavior it mean the analysis of consumer to,search the product, behavior on the purchasing. All of this information will help marketers align marketing strategies that can satisfy consumers appropriately. This question helps to analyze consumer behavior is also 6Ws and 1H is include. 1. Who is the target market?this question is want to know the target group characteristics (Occupants) 2. What does the consumer want to buy? This question is about the what consumers want to buy or use, (Object) or the features of the product or service that they looking for. 3. Why does the consumer buy the product? This question want to know the purpose of buying (Objectives) and where does the consumer buy a product or service to satisfy for them. 4. Who is involved in the purchase decision or Who participates in buying? The question is about the role of the organization.who is the influence person to purchasing decisions.those initiatives include the purchase decision influencers, buyers and users. 5. When dose the consumer going to buy your product and service?this question is about the aware of the opportunity to purchase (Occasions) during any month of the year holiday season a special time. 6. Where does the consumer buy your product? This question is want to know about the source or channel that consumers will buy or use. 7. How does the consumer buy? This question want to know about the aware of the steps to making a purchase (Operations or buying process), that consists of the recognition of the Wipanee Maen-in is with Faculty of Management Science, Suan Sunandha Rajabhat University, and Bangkok, Thailand. (Phone: ; fax: ; wipanee.ma@ssru.ac.th). 115

2 problems or needs and the list of demands,behavioral, evaluation buying decision And a subsequent purchasing. The Tourists Behavior To study of the tourists behavior and the toursits satifaction fefers to the reaction of the tourists directly. The gain or the use of tourism services including decisions processes to identify the behaviors and the tourist destinations. The important decision process are 7 step below. Step 1 Tourism Promotion The tourist organization should provide the information for tourists to traveling that matching with the target audience. Through various media and cover all of the agencies that associated with the visitors to get a tour of those messages. Such as newspapers, magazines, from the Tourism Organization. The tourist companies may be givie the information about the cultural, history,geography, accommodation and transportation. Step 2 Tourist Requirements (Need) The goal of the tourist was to get tourist information. It will lead to rise in the mind and each of the tourist want to promote something is missing or added flavor to there life. Such the toursit want to get or see something new experience, etc. Typically, most tourists want to travel to the place that the low living cost and come with the attractive service, standards, comfortable and safe travel. Step 3 Tourists Attraction (Motivation) The Tourist want to escape from the humdrum routine of everyday life.in this case the tourist company must use pull factor.by offer them the spacial conditions that attract visitors to the attraction or tourism activities which may split the incentives into four categories. (1) Physical Motivation is impulse the tourist by the physically and mentally refreshed such health, sports activities, etc. (2) Culture Motivation is impulse the tourist by the culture of a country that the toursist has never known before.such as the art of living, Historical sites and festivals. (3) Personal Motivation is impulse the tourist by the personal needs, such as a trip to visit relatives or to go on pilgrimage. (4) Prestige and reputation motivation is strong stimulation of development needs of the toursits because all of the tourist are looking for the acctractive place and well know reputation as a participant. Step 4 The tourists decision making When the tourist received the information from the travel and tourism demand would rise. The impulse of incentives to induce Tourism Images of each district up. For consideration decided to travel where possible. Subsequence, most of the tourists always looking for the safety, comfort and economy.the most pleasant is the Images of tourist attractions may appear positive in nature, such as the European country with high security. But not tricky term and conditions in the country.[3] Step 5 Planning for Expenditure Usually when the tourist make decided to go for any tourist. It will think about the the cost of travel. If traveling abroad will have to pay a lot of money, it must be stored so it must be planned ahead.1-2 years. In the cost planning for tourism. All costs must be planned to take place in tourist attractions, such as travel costs, accommodation costs, transportation expenses, medical expenses.souvenirs, etc. Step 6 Travel Preparation When the toursits deciding on a travel location and planned cost finish. At this stage travelers will have to prepare.the vehicles ticketing on the road.after that have to prepare the booking confirmation and travelling documents such as passport (Passport) authorization to enter the country (Visa). Step 7 Travel The tourist will be evaluated periodically according to the experience gained from the vehicle into the leading destination or consier the environment,food, accommodation.this cause will affect to the next time traveling.the tourist will tell to the other person may be traveling in this place or tell other people not to visit this place. Application to decision-making The Consumers are alsway studied from the other people idea and some decisions were affected significantly to the purchasing behavior. That is expectation of them because of this behavior will lead to habit of them also approach to business that is fundamental in planning.[2] Accommodation can be classified into various types, in this research divided as follows; Hotel can mean anything from a ten-room boarding house to a building with a thousand or more rooms, convention and meeting facilities, recreation facilities such as swimming pools and tennis courts, and twenty-fourhour room services, along with several restaurants and bars with various types of entertainment.[4] III. METHODOLOGY Population The target populations of this study are international tourists who visited Phuket during year 24. They all stayed in Phuket for at least one night. From Tourism Authority of Thailand, Phuket Branch, the international tourist arrivals in 23 were 2,688,499. Sample Size According to the statistics compiled by Tourism Authority of Thailand, Phuket Branch in 23, the numbers of international tourist arrivals were 2,688,499.Using the formula to find the number of sample is as follows The number of sample is A non-random, convenient sampling method simply involves using the questionnaires and asked the international tourists who are most available or most conveniently selected. For practical reasons we used questionnaires because this is the easiest and cheapest method for collecting the sample and due to the limited resources available. To minimize possible sample bias, quota sampling procedures were used to select respondents and collect 2 persons (5%) from Phuket International Airport, 1 persons (25%) from Phuket bus terminal, and 1 persons (25%) from Chalong Bay.[3] 116

3 This study uses questionnaire (designed to be filled-out by the respondent) as a tool to collect the data from sample group. The researcher set up the questionnaire from an approach of the objectives of the study. Variables and item statements in the questionnaire are developed according to the literature review. The questionnaire was designed in English language and it contained a combination of closed and open-ended questions. The research conceptual framework is shown in Fig. 1. Fig. 1 Research Conceptual Framework Statistics Used in this Research Descriptive statistics analysis was applied to collected data to explore the overall sample profile and the trip behaviors. Cross-tabulation and Pearson Chi-square was also applied to measure the influence of demographic characteristics on trip behaviors. Interpretation of the result was done at 5% level of significance; where the value of p<.5 was considered as being significant, and p<.1 was considered as being highly significant. IV. FINDINGS This study aim to study the foreigner tourists behavior in, Phuket distric.the data obtained from a questionnaire for sampling.the dat analysis will summerize as follows.[4] TABLE I NUMBER AND PERCENTAGE OF RESPONDENTS BY GENDER AND AGE. Description Categories Frequency Percentage Gender Male Female Age Characteristics Of Trip less than 25 years old years old years old years old More than 55 years old The behavior of international tourists visiting Phuket Most of the respondents were male for 224 represent by 56. percent and 6 for female represent by 44. percent. The most of respondents were aged during years a total of 37 people represent by percent. The age between the represent by percent. The age during years for 41 people represent by 1.25 percent. The age during the years for 5 people represent by 25.1 percent respectively, The most of respondents have lived in the region for 233 people representing by percent.the respondent lived in East for 52 people represent by 13. percent. and South for people represent by percent, respectively. TABLE II NUMBER AND PERCENTAGE OF RESPONDENTS BY STATUS, RESIDENCE, AND EDUCATION LEVEL. Description Categories Frequency Percentage Marital Status Residence Level of Education Single Married Etc. North Central East South East west Primary School Secondary School Diploma Bachelor s degree Higher than Bachelor s degree The majority of respondents are single for 39 number representing by percent.getting Married for 79 people represent by percent and other 12 (3.%) respectively.the majority of respondents are undergraduate for 285 people represent by 71.25% higher than the number of bachelors representing for 11 people represent by 27.5 and graduate diploma for 5 percent represent by 1.25%, respectively.the majority of respondents are career employees for 255 people represent by percent. The state enterprises and civil servants for 76 people represent by 19.% and doing business for 35 people represent by 8.75 percent, respectively. TABLE III NUMBER AND PERCENTAGE OF RESPONDENTS BY OCCUPATION Occupation Frequency Percentage private practice government officer officer Housewife unemployed Student agriculturist employed etc Regarding the tourists behavior the result show that most of the respondents purpose to traveling to the Pukhet district because on vacation for 325 people represent by percent and puspose to conference / training and seminar for 36 people represent by 9. percentage and to visiting relatives / friends for people represent by percent, respectively. TABLE IV NUMBER AND PERCENTAGE OF RESPONDENTS BY PURPOSE OF TRAVEL Occupation Frequency Percentage private practice government officer officer Housewife unemployed Student agriculturist employed etc

4 The most of the respondents travelling to Phuket District province by the private car for 349 people represent by percent. Travelling by hire van for 41 people represent by 1.25 percent and by public bus for 1 people represent by 2.5 percent, respectively. TABLE V NUMBER AND PERCENTAGE OF RESPONDENTS BY VEHICLES vehicles Frequency Percentage By Bus Van / Rented car Private car Most of the respondents come to Phuket along whit the partner for 2 people for 2 represent by 43. percentage, follow by come along with 4 people for 88 represent by 22. percentage and come along with 3 people for 72 represent by 18. percentage, respectively. Regarding the marketing promotion, factors affecting to the decision making in Phuket Traveling categorize by average income per month. TABLE VI THE PERCENTAGE AVERAGES AND INTERPRETATION OF THE FACTORS BOOSTING THE MARKET THAT AFFECT THE DECISION TO TRAVEL BY INCOME PER MONTH Income per month 15,- <15, >3, Marketing factor 3, (n=114) (n=136) (n=15) 1. The news suggests a word of mouth advertising via the Internet. 2. Advertising or news articles through print media. 3. The booth in the exhibition areas. 4. Introducing viral private 5. The collaboration between local businesses, causing inconvenience or receive a discount from tourism. 6. To get the discount cardholders. Average The Marketing promotion factors that affecting the decision making for tourism in Phuket. Most of the tourists average income per month not more than 15 Bath consider in the moderate (3.32).Follow by the highest average 3 ranked as follows by word of mouth for (3.6). Advertising through to media such as newspapers, magazines and tourism magazine for (3.46) and get the discount from tourism (3.44), respectively. TABLE VII THE PERCENTAGE AVERAGES AND INTERPRETATION OF THE PERSONAL FACTORS THAT AFFECT THE DECISION TO TRAVEL BY INCOME PER MONTH Income per month Personal factor 1. Personnel serving in the sights with character image good and polite 2. Personnel serving in places with good communication skills. 3. Personnel serving in the sights of their expertise in the service. 4. Service personnel in each of the attractions to offer advice on other sources of information. Average <15, (n=114) ,- 3, (n=15) >3, (n=136) The personal factors that affecting the tourist decision in Phuket by income. The result show most of respondent the income per month does not exceed 15, bath is in a high level. (3.52). the minor factors come with the highest average 3 ranked as follows: the personnel serving in each places have good personality, good interpersonal relations and gentle represent by (3.68). The personnel to service each tourist attraction is skilled in service (3.35) and the personal provided in each places are skilled in service. (3.44), respectively. V. CONCLUSION Conclusion on Behaviors of Tourists Pleasure and holiday purposes still has the highest proportion in Phuket tourism marketing, followed by visited friends, relatives, and business & meeting purposes. Data preparation before departure in terms of attractions place by using the internet to get the information for percent. The minor is get information from friends or relatives for 38.5 percent. There is accommodation booking and vehicle booking in advance for 6. percent. In addition, they get the information about tourist attractions from the Internet represent by 6. percent. They spend overnight in the Phuket is the 1 nights by bungalow / resort for The cost in traveling per person per day around 15,1-2, Bath for percent. They pay accommodation average per person per day, as 15-2, baht. The popular travel during Saturday and Sunday represent by They want to visit the nature for 95.5 and most visited waterfall for 68 percentage. The respondents never visit Phuket province for 38.5 percentage. The attractions for the trip to cover the nearby provinces were 38.5.[5] The marketing mix factors affecting decision making in Phuket Travel can summary results as follows. The respondents are male and female; Firstly, most of the respondent are looking for the natural attractions, beautiful for the average 4.32, 4.1 respectively. The Price factors the affecting tourism decision is the cost of the trip with appropriate services received by the average of the 3.57, and 3.77 respectively. The factors of the distribution affecting tourism Phuket. Firstly is easy to find the 118

5 accommodation / booking represent by 3.57, 3.6 respectively. The advertising that affecting the tourist decision is the word of mouth follow by the internet and social media the average is 3.57 and 3.49 respectively.[1] ACKNOWLEDGMENT The author would like to thank Assoc. Prof. Dr. Luedech Girdwichai, The President of Suan Sunandha Rajabhat University, Bangkok, Thailand for financial support. Also, the author would like to thank to Asst. Prof. Dr. Prateep Wajeetongratana, the Dean of Faculty of Management Science for the full support in this research. REFERENCES [1] Boonlert Jitangwattana.(25). Tourism industry channel., Bangkok: company prestige and design. [2] Chusri Wongratana (23). Techniques of statistical research, Bangkok: type II 9 University. Srinakharinwirot prasarnmit. [3] Jatupat Buawbanjong. (21) Behavior Channel Surfing. In Chiang Mai province of surfer channel. People who travel from around Bangkok. Independent business administration. College Graduate University. [4] Jaratnat Sitjaroen.(27). Travel behavior in northern Thai tourists. The researching independent, master of Business Administration program. The graduate school. [5] Nattapong Kuma.(26). The behavior of tourists in tourism Pai District, Mae Hong son.independent Studies Master of economics. Graduate School University. 119