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.