Structural Equation Model of The Development of Marketing Communication Strategy for Creative Tourism of Na Muen Si Sub-district, Na Yong District, Trang Province, Thailand
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Date
2021
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Design Engineering
Journal Title
Structural Equation Model of The Development of Marketing Communication Strategy for Creative Tourism of Na Muen Si Sub-district, Na Yong District, Trang Province, Thailand
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Abstract
The present study was intended to analyze structural factors of development of marketing communication strategies for creative tourism of Na Muen Si sub-district, Na Yong district, Trang Province. Structural equation modeling (SEM) was conducted using AMOS software with 800 participants, 400 of whom were people in the community of Na Muen Si sub-district, Na Yong district, Trang Province, and the rest 400 of whom were tourists visiting the community. The analysis of the structural equation model revealed that internal factors of marketing mix, including process of service and promotion, of Na Muen Si sub-district, Na Yong district, Trang Province, influenced factors of integrated marketing communication of the community. Moreover, it was discovered that its factors of integrated marketing communication comprised advertising and personal selling.
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Thanawit Piandee