7 3 - 2556

THE SERVICE MARKETING STRATEGY FOR BEACH RESTAURANT

TO PROMOTE TOURISM IN COASTAL AREA

Thanawan Sittithai and Surapit Promsit

1)
2)

3)


10
400

7 (Confirmatory Factor
Analysis: CFA)


7 3 - 2556

195

7
(Practical People)
(Beach
Aesthetic) (Reasonable Price) (Proactive
Promotion) (Beach Environment)
(Local Tourism Marketing)
(Integrated Meal Offering)
P-BRIT

7
(Confirmatory Factor Analysis: CFA)

7

(Beach Aesthetic)
(Sign Accessibility)
(Specialized (Reasonable Price)
(Local Tourism Marketing)
(Beach Environment)
(Integrated Meal Offering)
S-BRIT
ABSTRACT
This study investigated the context of coastal restaurant business in
Hua-Hin, Prachuap Khiri Khan in general, the creation of tourism potential,
the Thai and foreign customers satisfaction in restaurant service, and the
marketing distribution mix of the restaurant management that assists in
maximizing customers satisfaction. The sample population in this study
included 10 restaurants in Hua-Hin. The survey was carried on by on-site

196

7 3 - 2556

questionnaire distribution on a sample of 400 Thai and 400 foreign tourists

who used the service of the restaurants in this seaside area. The researcher
followed up the customers satisfactory results towards marketing mix of
customer service through the data collection of both quantitative and
qualitative approaches from the service providers and recipients. The use
the Statistic Program and the advanced of Statistic Program were employed
to analyze both quantitative and qualitative data in this research.
In this study, the researcher explored the influential factors for both
Thai and foreign customers which affected hospitality marketing in
restaurant business along the Hua-Hin coast. This study found that after the
Confirmatory Factor Analysis process (CFA), the Seven favorable marketing
strategies for restaurant business associating with Thai customers in Hua-Hin
are (i) Practical People, (ii) Beach Aesthetic, (iii) Reasonable Price, Proactive
Promotion (iv), (v) Beach Environment, (vi) Local Tourism Marketing, and (vii)
Integrated Meal Offering. As a result, the model referred to as P-BRIT was
revealed.
This study also demonstrated that the hospitality marketing
strategies which were favorable to foreign customers for restaurant business
are likely to be utilized in its operations and management in accordance
with the influential Seven Components. After considering the results from
the Confirmatory Factor Analysis process (CFA) of hospitality marketing
strategic components by Thai restaurant business in Hua-Hin through the
segregation of hospitality marketing strategic component model of seaside
restaurants for foreign customers, it found that the seaside restaurant
business is likely to apply the Seven Components to its business which are
(i) Beach Aesthetic, (ii) Sign Accessibility, (iii) Specialized Staff, (iv) Reasonable
Price, (v) Local Tourism Marketing, (vi) Beach Environment, and (vii)
Integrated Meal Offering. In consequence, the model referred to as S-BRIT
was revealed.


7 3 - 2556

197

2 40%
(
2 ..2555)


147 3.01%
100 ( ,
, 2552)

4

Zeithaml-Bither (2000)

198

7 3 - 2556

(Words of
mouth)



( , 2539)













(WOM : word-of-mouth)


( , 2549)
/


7 3 - 2556

199

1.

2.

3.

1)
6
( 2554- 2555) 6

400 400

10
Snow Ball ()

( , 2553) La
Mer
2)

(Quantitative Research)
(Qualitative Research)
2 (1) (Depth Interview) (2)
(Questionnaire)
1) (Descriptive Statistics Analysis)

200

7 3 - 2556

1
(Frequency) (Percentage)
2

(Frequency)
(Percentage) (Arithmetic Means)
(Standard Deviation)

3


(Arithmetic Means) (Standard Deviation)
4


(Content Vadility) 5
Item Objective Congruent (IOC) 0.86
Alpha Coefficient Cronbach
(Reliability) 0.87 (3)

(Exploratory
Factor Analysis : EFA)


(Varimax)

(Confirmatory Factor Analysis)
(Measurement model)


7 3 - 2556

201

(Factor Loading) (Structural

Equation Modeling : SEM)

1


1.

25-34
/ 10,001-20,000

2.

55-64
Scandinavian Europe America Asean

50,000
2
(Exploratory Factor Analysis:
EFA) (7 P's Strategy)

(Exploratory Factor Analysis: EFA) (7 P's Strategy)

(Exploratory Factor Analysis : EFA)
7
Factor 1 (Practical People)
Factor 2 (Reasonable Price) Factor 3

202

7 3 - 2556

(Local Tourism Marketing) Factor 4

(Beach Environment) Factor 5
(Integrated Meal
Offerings)
Factor 6
(Beach Aesthetics) Factor 7 (Proactive
Promotion)
(Exploratory Factor Analysis:
EFA) (7 P's Strategy)

(Exploratory Factor Analysis : EFA)
7
Factor 1 (Specializes Staff)
Factor 2 (Reasonable Price) Factor 3
(Local Tourism Marketing) Factor 4
(Integrated Meal
Offerings) Factor 5 (Beach
Environment)Factor 6
(Signs for Accessibility Factor 7
(Beach Aesthetics)
3


7 3 - 2556

203

.67
e1

.19
e2
.18
.24
e3

.43

people3
.59
process6
.56

e6

process5
.61

e7

people8
.57

e8

process4
.55

.24
.15

e9

process7
.82
.68

e10

people4
.51
.62

.33
.22

e11

.17

.29
-.16.20
e12
.31

.16

e13

.18

.15

-.22

process8
.48
people5
.49
people1
.72

e18

price5 .71

e19

price1 .67

e20

price2 .69

e21

price7 .65
.81

e22

.70
price8 .49

e23

.63
price6 .43

e24

.31

.27

.38

-.23
-.14
-.15
.13

-.40

price4 .59
promo4.56

e27

promo7.68

e28

promo5.62
.79

e29

.70
promo6.49

e30

promo8
.59

e31

place3.59

e32

place4.45
.67

e33

.70
place2.49

-.19
.28

.63
Reasonable
Price

.80
Z3

.77
.75

.83

place1

product7
.72

e36

product6
.43
.66

e37

.82
product8
.67

e38

product5

physic5.54

e40

physic3.63
.79

e41

.51
physic2.26

e42

physic6

e43

promo1.77
.88

e44

promo2

.67

.77
.77

service strategy
.69
.45

Z4

.48
Beach
Environment

.52

.88

Z5

.56
.85

.27

.29

.70

Integrated
Meal Offerings

.38

e39

.45
Local Tourism
Marketing

.31

e35

.50

Z2

price3 .40

e26

e34

.91
.85
.85
.82
.83

.66

e25

.38

.31

.69

.70
process2
.54

e17

.16

-.18

.73
.73

e16

.35

.84

.73
process1
.53

e15

.33

Z1

Practical
People

process3
.38

physic4.53

.16

.82
.82
.82
.83
.77
.75
.78
.75
.74

.72

e14

-.17

.17

people2
.69

e5

.20

.20

people7
.67

e4

.41

-.17.16.24
.27.26.37

people6
.67

Z6

.62
.73

.77
Beach
Aesthetic
s
Z7

.77
.87

.49
Proactive
Promotion

1

(Confirmatory Factor Analysis: CFA)

/ (2 / df )
1.979 2
0.90 GFI=0.932,
AGFI=0.904, NFI=0.978, IFI=0.936, CFI=0.935
0.08 RMR=0.052 RMSEA=0.050


7 3 - 2556

204

2.

.31
e1

people5
.41

e2

people7
.32

.31
.27
e3
.28
.30
-.12 .34

people8
.35

e5

people3
.37

e6

people4
.56

e7

process4
.37
.61

e8
-.19
.42 -.23 .25

.60
process8
.36

.15

-.17
.29
-.18

e9
e10
e11

-.17

e12

people1.60

.23

e13

process3.35

e14

people2
.48

e15

price1 .49

.16

.29

-.18

.24

-.19
-.16
-.16
-.25

.51

e16

price2 .48

e17

price5 .41

e18

price3 .45
.67

e19

.74
price8 .55

e20

.57
price6 .50

e21

-.12

-.18

-.16
.18
.17

.12

.14

.16

-.12
.18 -.23
.12

-.14
.32
-.21
-.16
-.14

.23

.22

price4 .57
promo4
.56

e24

promo7
.56

e25

promo5
.41

e26

promo2
.31
.56

e27

.76
promo1
.57

e28

.55
promo3
.50

-.27

.21

e29

.18

e30

.19
.16

.14
-.16

.17

-.22
.12

.12

.45

product5
.31

product4
.41

e36

place5.49

e38

-.16.18
.14

z3

.36
.60

Local
Tourism
Marketing

service strategy
.32
.54.46

Z4

.69
.80

physic1.26
.51

e41

physic8

e42

physic6.38
.62

e43

physic4

.72

.91
.94

.31
.60

Beach
Environment

.29

e40

.42

Z5

.64

place4

physic3.37

.56

.29
Integrated
Meal Offerings

.70
place3.53
.73

e39

Z6

.83

.54

.61

Signs for
Accessibility
Z7

.28

.19

-.25

.87

.75
.75
.75
.64

.56
product7
.67
.45
.60
product8
.36

e35

e37

.17

.90
.75

Reasonable
Price

promo6
.47
product6
.64

e34

.25

Z2

promo8
.31

e32

-.26
-.11

.69
.70
.69
.64

.71

e31

e33

.82

price7 .32

e23

.53

Z1

Specialized
Staff

.71

e22

.15

.56
.64
.57
.63
.59
.61
.75

.68
.74
process7
.46
.60
process.54
6.71
.50
process2
.36

.26

.17

.12
-.13
.15
-.11
.23

people6
.39

e4

.53

.89

Beach
Aesthetics

2
/ (2 / df )
1.985 2


7 3 - 2556

205

0.90 GFI=0.950, AGFI=0.917,

NFI=0.935, IFI=0.911, CFI=0.959
0.08 RMR=0.060 RMSEA=0.050

P-BRIT
-P-Practical People
-Proactive
Promotion

-B-

-TLocal Tourism

-Beach
Environment

Marketing

-Beach
Aesthetics

P-BRIT

-IIntegrated Meal
Offering

-RReasonable Price

3 P-BRJT

206

7 3 - 2556

1. (Practical People)




Team work

(2542) ; Payne A. (1993)



2. (Proactive Promotion)
(Channel of Distribution)


3. (Beach Environment)





Beach
restaurant Signature
classic stand alone
(Walker & Lundberg, 2005)
4. (Beach
Aesthetics)

, 2547 ; Walker &

Lundberg, 2005


7 3 - 2556

207

5. (Reasonable Price)







(2547)

6. (Integrated Meal
Offering)

7. (Local Tourism Marketing)

(2547)

208

7 3 - 2556

-S-Specialized
staff
-Signs for
Accessibility
-B-Beach
Environment

-TLocal Tourism
Marketing

-Beach
Aesthetics

S-BRIT
-IIntegrated Meal
Offering

-RReasonable
Price

4 S-BRIT

S-BRIT
1. (Specialized Staff)

Rosenberg, Larry J., & Czepiel, John A. (1984)

2. (Signs for Accessibility)


7 3 - 2556

209

(2547)

3. ( Beach
Environment) /


(2542)

(Location)
4. (Beach
Aesthetics)





Clean Food Good Taste
5.

Paul R. Dittmer and Gerald G. Griffin (1989)


3

210

7 3 - 2556

6. (Integrated Meal Offering)

(2547)

7. (Local Tourism Marketing)

.

Brand


7 3 - 2556

211

1) (Practical People) (Specialized

people) 2) (Reasonable Price) (Value for Money)
3) (Local Tourism Marketing)
Kotler (2003) ; Lovelock C. & Wright.L. (2002) ;
(2538)
3
1. (Customer Orientation)

Practical People Specialized people

2. (Profit Orientation)



Reasonable Price Value for Money
3. (Integration of Marketing Activities)
(Product development) (advertising)
(sales)
Local Tourism Marketing




(Proactive
Promotion)

(Signs for Accessibility)

212

7 3 - 2556

1.

2.

1.




2.

3.

. (2549). . :
.
. (2547). . :
.
. (2547). Service Marketing. :
().
. (2553). SPSS.
11. : .


7 3 - 2556

213

. (2539). . :
.
. (2538). . :
.
. (2542). . :
.
. (2552).
, .
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