SERVICE QUALITY, MARKETING STRATEGIES AND CONSUMER PERCEPTION AFFECTING CONSUMER PURCHASING DECISION IN THAILAND GOLF TOURISM

Abstract

This study aims to examine the complex interplay of service quality, marketing strategies, and consumer perception in shaping purchasing decisions within Thailand's vibrant golf tourism industry. Recognizing the increasing competitiveness within this sector, the research delves into three key variables: 1) Service Quality, encompassing the holistic customer experience across pre-game, during-game, and post-game stages; 2) Marketing Strategies, focusing on the efficacy of price, promotion, and place in attracting visitors and tourists; and 3) Consumer Perception, exploring the motivations and needs driving golf tourism participation, perceived value derived from the experience, and key decision drivers influencing destination selection. Employing a quantitative research methodology, the study analyzes data gathered through a comprehensive survey of 427 respondents actively engaged in Thailand's golf tourism market. This robust sample size ensures the generalizability of findings to a wider population. The analysis reveals that all three variables – service quality, marketing strategies, and consumer perception exert a significant influence on purchasing decisions within this specialized tourism niche. Specifically, the study highlights the importance of delivering consistently high levels of satisfaction across all stages of the service encounter, from pre-booking interactions to post-game amenities and follow-up. Furthermore, findings underscore the need for golf tourism operators to develop and implement well-aligned marketing strategies that effectively communicate value propositions, leverage appealing promotional offers, and ensure convenient and desirable locations for target audiences. Finally, the research emphasizes the significance of understanding the evolving motivations, needs, and decision-making processes of golf tourists to tailor offerings and enhance their overall experience.