Marketing strategy drives the soft power of local identity to promote the creativity of a floating market in the tourism industry

Abstract

The objectives of this research are to study marketing strategies supporting Thai soft power that is in line with the creative floating market tourism lifestyle. (2) To learn about local identity soft power options for sightseeing, tasting and shopping in the Athens creative floating market cultural tourism. The sample group is 400 tourists who visit the Khlong Lat Mayom floating market area. A questionnaire was used as a research tool and the data was analyzed using percentages, means, and standard deviations to find the level of importance. The results of the research were: (1) The opinion levels of the service marketing strategies (7Ps) in tourists who visit the Khlong Lat Mayom floating market area to drive and support soft power, the opinions as a very important level in every aspect. (2) The behavior of sightseeing, tasting, and shopping in Khlong Lat Mayom floating market tourists respectively include taking a boat sightseeing the nature and the lifestyle, buying souvenirs, buying fruit and dessert, and eating food. It was found that the personal expenses per trip of tourists are 1,000-2,000 baht, followed by expenses of 2,001-3,000 baht. The results of this research will benefit the management to drive the soft power of local identity, promoting the creativity of a floating market in the tourism industry.