กลยุทธ์การตลาดสำหรับกลุ่มนักท่องเที่ยวอินเดียของโรงแรมในจังหวัดภูเก็ต

Abstract

The objectives of this research were to 1) to survey the Indian tourism market of hotels in Phuket 2) to analyze the environmental factors which affecting the competitiveness for Indian market of hotel industry in Phuket and 3) to develop the marketing strategies for Indian market in Phuket hotels. Collecting data by qualitative research via semi-planned in-depth interview from the key informants including tour personal related to sales and marketing in Indian market and sales and marketing personal in hotels by choosing the method of purposive or judgmental sampling. Key informants might have more than three years of Sales and Marketing experience in Indian market with a minimum of one year of work at the current workplace and in the company that had been operating for more than a year, registered legally. Then the data were analyzed for reliability by triangulation information verification and analytic induction. The results were as follows Indian tourism market of hotels in Phuket consisted hotels in Phuket had higher growth rate. There was a one of main preferred destinations. The main reason why hotel industry turned its attention to Indian market was Indian tourists traveled during the second quarter of each year this matched the low occupancy for Phuket hotels. Both independent and group travelers usually stayed in the Patong area where meet the needs of tourists by beaches, nightlife entertainment, shopping area and activities. Circumstantial factors affecting to competitive advantage for Indian market in Phuket hotels consisted of service minded, the cost of living in Phuket was not high, there was good support from the relevant service sector and management was standard and abundant resources. The areas that need to be developed to cater to growing Indian travelers included the way to generate more revenue from Indian customers, service availability and core infrastructure, direct flights between the major cities and the minor cities of India and Phuket, which had resulted in higher Indian tourist arrivals. In addition, some of the service line's staffs were still having a negative attitude towards Indian tourists. Therefore, Hotels have to prepare and develop the strategies in order to support the various circumstantial factors as it would help to increase the advantage in Indian market competition.