Marketing mix service used to analyze business oppprtunities to support chinese tourists. ared satorn srilon

Abstract

Research subject Service marketing mix used to analyze restaurant business opportunities To support Chinese tourists, the case study of Sathon Silom District has the objective to 1) study the service marketing mix used to analyze business opportunities in restaurants, pubs and restaurants, 2) to study business strategies in accordance with Chinese tourists behavior And 3) as a way to expand business opportunities For the Chinese tourists in the Sathorn, Silom, survey methods and data collection consists of surveying the area Uninterrupted observation And in-depth interviews Use the interview form And semi-structured questionnaires By the group of data providers which are Restaurant, Pub and Restaurant Operator Chinese tourists Traders in the Sathorn, Silom area specify specific selection criteria, quality control, data analysis, triangulation. (Triangulation) inductive data analysis The research found that Service marketing mix that operators use to analyze business opportunities. Ordered by priority, including 1) the service personnel, 2) the service process, 3) the physical characteristics of the store, 4) the promotion of the market, 5) the price, 6) the distribution location, and 7) the products for the business strategy. The research found that Most entrepreneurs use proactive strategies. Focusing on marketing promotion Especially public relations And advice from the tour guide With the operator offering a discount Sales promotion to tour leaders In order to bring relations for Chinese tourists to use the restaurant. Most entrepreneurs want government agencies Especially the Tourism Authority of Thailand (TAT) has relaxed regulations on entertainment. landmark To open more opportunities for tourism