Market Development of Local Fishery-Based Products for Tourism during the COVID-19 Outbreak in Rayong Province
Keywords:
Market Development, Local Fishery-Based Product, COVID-19Abstract
The intensifying COVID-19 epidemic has transformed consumers' lifestyles into "New normal", which is a factor that accelerates business operations to adapt to meet consumer needs. This research aimed to
1) explore the demand for local fishery-based products, and 2) propose market development of local fishery-based products for tourism during the COVID-19 outbreak in Rayong province. The quantitative research methodology was used to survey the demand for local fishery-based products. The sample size was a group of 400 Thai tourists. The results revealed that 1) the highest dimension of the demand for local fishery-based product was at in the "extremely agreeable level”. Followed by promotion, price, other stimuli and place respectively. Factors affecting stimulation of demand for local fishery-based product in the Rayong province were product, place and promotion at the .001 level of statistical significance. 2) Market development should focus on the development of new products based on local fishery-based products. Shorten product life cycles. Offer a variety of payment options and offer emotional marketing that is consistent with Amazing Thailand Safety & Health Administration (SHA) through social media.
References
Azzam, K. (2014). The Impact of Customer Relationship Management on Customer Satisfaction in the Banking Industry– A Case of Jordan. European Journal of Business and Management, 6(32): 99- 112.
Constanzo, L. et al. (2014). Dual-Mission Management in Social Entrepreneurship: Qualitative Evidence from Social Firms in the United Kingdom. Journal of Small Business Management, 52(4): 655–677.
Drugău-Constantin, A. L. (2018). Emotional and Cognitive Reactions to Marketing Stimuli: Mechanisms Underlying Judgments and Decision Making in Behavioral and Consumer Neuroscience. Economics, Management, and Financial Markets, 13(4): 46-52.
Hoang, H., & Antoncic, B. (2003). Network-Based Research in Entrepreneurship: A Critical Review. Journal of Business Venturing, 18(2): 165–187.
Hurmak, N., & Yakubiv, V. (2017). Efficiency of Intermediary Activity of Agricultural Enterprises: Methods and Assessment Indicators. Bulgarian Journal of Agricultural Science, 23(5): 712-716.
Kim, E. S. (2020). Online Marketing: Benefits and Difficulties to online Business Sellers. International Journal of Advanced Engineering Research and Science (IJAERS), 7(3): 159-163.
Klaus, S. (2019). The global competitiveness report 2019. World Economic Forum. Cologny: Switzerland.
National Statistical Office. (2018). Tourism statistics of Rayong. Retrieved on June 15, 2020, from:
http://statbbi.nso.go.th/staticreport/page/sector/th/17.aspx (In Thai)
Mahapornprajak, T. (2020). Adjust business to survive in the era of new normal. Retrieved on February 15, 2021, from: https://www.bot.or.th/Thai/ResearchAndPublications/articles/Pages/Article_19Oct2020.aspx (In Thai)
Office of the National Economic and Social Development Council. (2016). The 2nd. national economic and social development plan (2018-2021). Bangkok: Office of the National Economic and Social Development Council. (In Thai)
Pattaratanakun, A. (2020). Marketing challenges on the COVID-19 crisis. Retrieved on October 10, 2020, from: https://www.brandbuffet.in.th/2020/05/4-principles-of-marketing-in-the-post-covid-19/ (In Thai)
Peretti, J. M. (2013). Tous Solidaires, Un Impératif Pour Les Organisations. Tous solidaires : Les meilleures pratiques par 91 professionnels. Eyrolles, 15-25.
Rayong Provincial Office. (2019). Rayong Province Development Strategy 2017-2021. Rayong: Rayong Provincial Office. (In Thai)
Stuart, T. E., & Sorenson, O. (2005). Social Networks and Entrepreneurship. In S. Alvarez, R. Agarwal, & O. Sorensen (Eds.), Handbook of entrepreneurship research: interdisciplinary perspectives. New York: Springer.
Sullivan, D., & Marval, M. (2011). How Entrepreneurs Knowledge and Networks Ties Relate to the Number of Employees in New SME’s. Journal of Small Business Management, 49(2): 185-206.
Tourism Authority of Thailand. (2020). Amazing Thailand Safety and Health Administration. Bangkok : Tourism Authority of Thailand. (In Thai)
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความทุกบทความที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของวารสารวิชาการนวัตกรรมสื่อสารสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ
