The Development of Golf Tourism in Chiang Mai

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Annapon Suriyo


This research was mixed research, quantitative and qualitative research. The objectives of the research were as follows: 1. To study the marketing management of golf tourism in Chiang Mai. 2. To study the marketing factors affecting golf tourism decision making in Chiang Mai. 3. To present the marketing development guidelines for golf tourism in Chiang Mai. The research model was mixed method research. The tools used to collect data were interview forms, questionnaires, and triangular data reviews. Statistical data analysis included frequency, mean, percentage, and standard deviation. The results showed that: 1. Marketing mix factors had a high impact on service decision making. In terms of processes affecting decision-making first, followed by distribution, personnel and products. 2. Chiang Mai had continuously developed golf tourism marketing. The results of the SWOT market environment analysis revealed that the strengths and threats weight scores were higher than opportunities and problems. Development guidelines should focus on preventative strategies by using strengths as a guideline for marketing development through the use of 7 marketing mixes. In this way, identity, identity, and new experiences should be created. Moreover, golf courses had been built that are of standard, challenging, good atmosphere, including service personnel, and SHA Plus standards. Importantly, there should be communication activities to customers and employees, creating a 360-degree video narrative of the golf courses via online channels, reasonable prices for activities, giving discounts during special times, multiple payment channels to reduce cash and staff training in service knowledge and skills.

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