Proceedings of Annual Tokyo Business Research Conference
15 - 16 December 2014, Waseda University, Tokyo, japan, ISBN: 978-1-922069-67-2
The Service Marketing Strategic Management to
Empower the Sustainable Ecotourism in the Northeast
of Thailand
Nisarat Chotechoei* and Kittichai Jaroenchai**
This research aimed to create the service marketing strategic management
that is mostly suitable to empower the sustainable ecotourism in northeast of
Thailand. The sample group consisted of 201 staffs from 24 national parks in
the targeted area as the questionnaire was used as the research tool. The
statistical methods including percentage, mean, standard deviation, and
multiple regression analysis with Ordinary Least Square (OLS) method were
purposively used for the hypothesis testing.
The finding was concluded that Differentiated Marketing Strategy, Process,
Focus Marketing Strategy, and Retention Relationship Active have a positive
impact on the sustainable ecotourism in the northeast of Thailand.
The strategies mentioned in this research can be usefully applied in the
national parks to create the service marketing strategies to empower the
sustainable ecotourism in different ways as follows: (1) the differentiated
marketing strategy should thoughtfully determined to offer the outstanding
service focusing on the service presentation, service quality, extra-service,
and psychological factors; (2) a well-planned process should be created to
deliver services quickly and efficiently to the customers and it should be
simple so that the staffs can do it correctly with an identical plan. This
process should finally provide the quality services; (3) a focus marketing
strategy should be specified to serve the specific group of tourists by offering
the best service with limited resource and the cost should not be too high
since it focuses only on a specific group; and (4) the retention relationship
active should be certainly managed by approaching the tourist and offering
them with the satisfactory services to make them feel like they are an
important and valued customer.
For these reasons, the service marketing strategic management will promote
the effective ecotourism with standard tourism service that will further
empower the ecotourism to grow sustainably.
Keywords: service marketing, strategic management, ecotourism
_____________________________________________________
*
Dr.Nisarat Chotechoei (Ph.D.), lecturer at Department of Management, Faculty of Management
Science, Rajabhat Maha Sarakham University. Email: nisarat_pon@hotmail.com
**
Kittichai Jaroenchai, lecturer at Department of Marketing, Faculty of Management Science,
Rajabhat Maha Sarakham University. Email: Jaroenchai.k@hotmail.com