(Concept Paper)

(GUIDELINES FOR THE PROMOTION IN DUSIT

ZOO OF THAI TOURISTS)

53-99088-02643

( , 2527,
716 717)

..2481

1.
2.
3.

4.
5.

71 118

1,600

2.5

Unseen

Thailand
j 2

1.
2.

3.

4.

5.

6.

7.

1.

2..

1.

2.

1.

2.

1.

(Survey Research)

(Close-end Questionnaire)

2.

Taro

Yamane
95 %
0.05% 400

(Non Probability Sampling)

(Purposive Sampling)

3.

1.

4Ps

1.1/ (Product/Service)

1.2 (Price)

1.3 (Place)

1.4 (Promotion)

2.

2.1

2.2

2.3

2.4

2.5

3.

4.

5.

6.

1.

2.

1.dd

2.dd

3.dd

4.dd

5.dd

6.dd
7.dd

Zoological graden

(Webster, 1986, P.1254)

( ,
2526, 27)

1. (Public Park)

16

2. (Semi Public Park)

3. (Private Park)

(zoo, zoological park)

(Systematic Theme) (Zoogeographic Theme)
(Ecological Theme)
(Behavioral Theme) (Popular

Theme) (Open Zoo)

Theme

San Diego Wild Park

(Children Zoo)

( Schonbrunner)

(
, ...)

4
1.
(Conservation)
2. (Research)

3. (Edcuation)

4. (Recreation)

.. 2440

.. 2451 2452

.. 2475

.. 2481

18 2481


11 12

2-3

.. 2485

.. 2491

.. 2493

(
, 2550.)

15 2497

15

 2497

(
, 2550).

The
Zoological park organization

Dusit Zoo

1. ()
2.
3.

4.
5.

(
...)

1, 343

1. 331
2. 170
3. 842

()
71

5 02-281-2000
128, 129

09.00 - 18.00. :
50 10 .(

) 10 . - () 30
() 30
60

100 50
50 10 60

50

20 ( 10 )

20 ( 10 )

40 / .

18 28 108

528 515 539

542

11.00 .
13.30 . 14.30 .

11.00 . 13.00 . 14.00 . 16.00 . (

, 2547.)

1,000

100 600

.. 2535

15

1.d

2.

6
3

3. 2

14

10
8 2
2 7

 2550 2 2
2551 3

37

3,000

40
15


15

70

2 .

2484
..2545

60

(ELEPHANT HOUSE)

5,000

.. 2541 4
1

1.

2.

5 -

3.

4.

5.

6.

7.

8
..2443

(, 2552)

71

1,600
2.5

1.

(Satisfaction)

(2546, 30)

(2542, 12)

(2543, 15)

(2548, 15)

(2547, 24)

(2548, 32)

(Maslows Hierarchical

Theory of Motivation) Maslow

Maslow
(wanting animal)

Maslow

Maslow

( The NeedHierarchy

Conception of Human

Motivation) Maslow

1. (Physiological needs)
2. (Safety needs)
3.

(Belongingness and love needs)

4.
(Esteem needs)
5. (Self-

actualization needs)

1. ( Physiological needs )

Maslow

2
Nazi

.. 1970

Peruvian
Catholic

2. (Safety needs)

(safety or security) Maslow

Maslow

Maslow

- (obsessive-

compulsive neurotic)

3.

(Belongingness and Love needs)

Maslow
Freud

(sublimation)
Maslow

(sex)

Maslow

Maslow

M aslow

Maslow

(Maslow ,1970, P.170)

4.
( Self-Esteem

needs)

(self-respect) 2

(esteem from others)

4.1 (Self-respect)

4.2

(esteem from others)

Maslow

Maslow

 4
3

Maslow

(negative)

5. (Self-

Actualization needs)

 Maslow

(Maslow,
1970, P.46)

Maslow

(Maslow, 1962, P.58)

Maslow

Mark

Freud

Adler

Skinner

Bandura
Kelly

Mark

Mark Mark

Mark

Mark

Maslow
Mark


(Why Cant All People

Achieve Self-Actualization) Maslow

Maslow

1% Maslow
Maslow

(cultura stereotype)

(masculine)

(unmasculine)

Maslow

(2542, 1)

(2543, 1)

, (2543, 1)

(2543, 1)

( , 2545, 4)

(2546, 5)

 (2547, 227)

( , 2548, 17)

(Marketing communication)

: 4Ps

(Kotler, 2000, P.98)

(Marketing)

(Marketing mix)

(Product) (Price) (Place)

(Promotion)

1. (Product strategy)

(Attention)
(Acquisition) (Using)

(Consumption)
Kotler

1.1
1.2dd

1.3dd
1.4

2. (Price strategy)

(Stanton and futrell,

1987, P.650

, 2538)

(Value)

3. (Place or distribution

strategy)

(Mc Carthy, and Perreault 1990, P. 526)

4. (Promotion strategy)

(Attitudes)

( Buying behavior)
(Advertising)

(Personal selling) (Sales promotion)

(Public

Relation) (Mc Carthy and Perreault, 1990, P.730)

3

(
, 2546, 53-55)

(Product)

(Utility)
(Value)

(Price)

(Value)
(Price)

(Place
Distribution)

(1) (Channel
of distribution)

(2)

(3)

(4)

(Possession utility)
(Place utility)

(Time utility)

(Formutility)
2

(Distribution channel)
(Marketing channel)

(Physical distribution)
(Promotion)

 (Remind)

(Integrated Marketingcommunication: IMC.)

(Advertising)
(Personal selling)

(Sales promotion)
(Publicity and Public Relations: PR.)

(Direct marketing)

( , 2546, 12)

1.

2.

3.

4.

(Marketing Mix)

4Ps

( , 2547, 23-26)

1. (Trust)

2. (Intangibility)

3. (Inseparability)

4. (Heterogeneity)

5. (Perishability)

6. (Non-

ownership)

Parasuraman, Zeithaml and Berry

(Gap Model) 5
(Parasuraman.Zeithaml

and Berry, 1985, PP. 44-46 )

1.

(Gap between consumer expectation and

management perceptions of

those expectations)

2.

(Gap between management perception and service

quality specification)

3.

(Gap between service quality and service delivery)

4.

(Gap between actual service quality and external

communication about the service)

5.

(Gap

between perceived service and expected service)

, (Parasuraman,

Zeithaml and Berry)

.. 1985

1. (Tangibles)

2.dd (Reliability)

3.dd (Responsivement)

4.dd (Competence)

5.dd (Courtesy)

6. (Cresibility)

7.dd
(Securtiy)

8.dd (Access)

9. (Communication)

10. (Understanding the customer)

, (Parasuraman,

Zeithaml and Berry, 1990, P.

25) 10
5

1.dd (Tangibles)

2.dd (Reliability)

3.dd (Responsiveness)

4.dd
(Assurance)

)
5. (Empathy)

) 5

Servqual

(Service Triangle (ST))

(Albrecht, 1987, P.45)

()

(Joseph and Blanton, 2000, P.32)

(Desirable Condition)

(Perceived Condition)

3 1

2 3

1. (Physical
Environment)

2. (Population Change)

3. (Isolation and Contact)

4. (Social and Cultural
Structure)

5. (Knowledge and

Technology)

6.

(Direction)
(Magnitude) (Time)

(Change & Resistance to Change)

(Direction for

Change)

19

 (Discourse Studies)

(Development)

1.

2.

3.

4.dd

5.dd

6.

7.

8.

9.

(2526)

(Directed Change)

(Planned Change)( , 2527)

(2532)

( , 2549)

400

.93

(t-test) (F-test)

(X= 3.44)

.05

.05

( , 2551)

( , 2550)

 (35.3 %)

59

(51.7 %)
33.4 54.7
29.6
34.4

(34.1 %)

71.8
45.3

29.486

2.90
Best

( , 2548)

3
4

5
6
7

Taro Yamane 95 %
5% 400

Taro

Yamane

95 % 0.0 5%
400

(Non Probability Sampling)

(Purposive Sampling)

1. (Secondary Data)

2. (Primary Data)

400

3.

4.

(Content Validity)

5.

30

6.

(Reliability)

7.

8.

1.

2.

400

(Questionnaire)
4

(Check-List)
5

(Rating scale)
15

 (Rating scale) 20

(Rating scale) 10

(Likert)

( , 2552, 75)

4
2
1

1.00 - 1.80
1.81 2.60

2.61 3.40
4.20 - 3.41

4.21 5.00

( Validity)

(Reliability)

1. (Validity)

(Content
Validity)

(Wording)

2.
(Reliability)

(Try-out) 30

0.941


(Cronbach)

1. (Editing)

2.

SPSS

(Code)

1.

1 (Check-List)
(Frequency)

 (Percentage)

2.

2 4

(Rating Scale)
(Mean: X ) (Standard
Deviation: S.D.)

3.

t-test
(Anova)

Scheffe
Analysis

4.

Correlation
0.01 0.01

0.01
(Correlation)

( , 2547,
77 ( ) , 2550, 235)
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.21 .40

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option=com_content&view=article&id=1194&Itemid=580&lan
g=th

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