SUCCESS FACTORS OF MARKETING MIX AND MARKETING COMMUNICATION IN CULTURAL TOURISM OF FLOATING MARKET
Abstract
This research aimed to study (1) the development of floating market, and (2) factors
determining decision of Thai tourists to visit floating market.
Research methodology were quantitative method adopted by using 653 survey
questionnaires and analyzed by using Structural Equations Model (SEM), and qualitative method
adopted by using 11 In-Depth interviews.
The research findings were 1) push and pull factors play important and significant role in
determining decision to visit floating market, and 2) destination preferences and reputation aspects
are the most influenced aspects of the push factors while history, location, and floating market
identity are the major influenced aspects of the pull factors side. Therefore, floating market
managers and operators should consider improving their floating market identity and reputation by
maintain major components of the floating market.