Model of Promotion Strategies to Attract Tourism Ubon Ratchathani Province

Abstract

The purpose of this research were to analyze the relationship and the size of the influence between social and cultural factors.  Marketing Communication Factors and the achievement factor of tourism marketing mix Ubon Ratchathani and to test the marketing communication strategy model to attract tourism in Ubon Ratchathani.  The sample were Thai tourists traveling to Ubon Ratchathani. There are 400 samples.  The statistics used in hypothesis testing include the analysis of relationships. The analysis to find the model of promotion strategies to attract tourism Ubon Ratchathani Province. Using the analysis method, the Structural Equation Modeling (SEM) with lisrell.

The findings were as follows: 1) Strategic marketing communication strategy to attract tourism in Ubon Ratchathani the relationship between social and cultural factors is indirectly related to the achievement of marketing mix. Through marketing mix factors, tourism and tourism marketing mix factors.  There is a direct relationship to the achievement of the tourism marketing mix.  And 2) The results of examining the relationship between the hypotheses based on the 4 assumptions found that there are 3 accepted hypotheses: 1) The social and cultural factors of the tourists. There is a direct relationship to the achievement of marketing mix. 2) Tourism and social factors. There are indirect relationships to the achievement of tourism marketing mix. Through marketing communication factors and 3) Marketing communication factors. There is a direct relationship to the achievement of the tourism marketing mix. The statistic used to determine the significance level was .01