Marketing strategies on ecotourism : a case study of bangKachao community, phra ppradaeng district,Samut Prakan province

Abstract

The objective of this research is to study the demographic characteristics, attitudes, perceptions and life styles which influence the Ecotourism behaviors of Thai and foreign travels in Bang Kachao Community, Phra pradaeng District, Samut Prakan Province. The sampling consists of 400 tourists. The method used for data collection is questionnaire. The analysis of data collected is undertaken by statistical calculations based on percentage, mean, standard deviation and Pearson’s correlation coefficient. The findings suggested that most of the questionnaire respondents were ecological tourists of female gender was bigger number than male gender. These people were age range was 21-30 years, bachelor degree. As for profession, employees in the private sector were the highest rate, followed by students. The average monthly income was ranging from 15,000 – 20,000 baht. In the ecotourism behavior, the objective tourism was leisure time and most were accompanied by friends about 2 – 3 people. The highest rate of traveling mode was by private car 3 – 4 times per years. Most tourists of perception are television media and their desire go to ecotourism at the Bang Kachao Community again. In their eco-tourists view, tourism in service sector was the highest level, tourism in price was suitable for the worth price that ecotourists paid in the highest level, tourism in place was suitable for the ecotourism place ranked highest level, tourism in promotion was average. Besides, tourism in atmosphere and convenience ranked highest level, tourism in staff and number of staff were average. The factors which influenced different tourism behaviors were categorized on following aspect 1. Method of tourism data acquisition, based on nationality, profession and income. 2. Tour provocation, based on age and income. 3. Number of trips taken, based on nationality, gender, age, marital status, profession and income. 4. Traveling modes, based on gender, age, profession and income. 5. Trip duration, based on nationality, education level, profession and income. 6. Accommodation based on age, education level and profession. 7. Budget based on nationality, age, marital status, education level, profession and income.