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The purpose of this study is to examine the features of tourist behavior in resorts and to help the managers of resort in marketing, management and sales promotion in such a competitive situation of the resort industry for visitor group.
This study adapted and modified components of a number of previous tests and validated research instruments to make the hypotheses of test. This exploratory study surveyed a random sample of 400 resorts tourists. After follow-up procedures were applied, responses rate of 85 percent was achieved. However, useable responses 365 of the 324 questionnaires.
Findings generally indicate that through the classification of preferential visitor group as importance/satisfaction group, each group make an assumption to understand the keynote of vital statistics and the difference of utilization circumstantial variable and a variable in the interrelation, and through the verification, they try to get useful information in the search of management strategy. In the interrelation of importance of attribute by the importance/satisfaction group tries to authorize to understand the difference between any other attributes and it.
Therefor, this study presented the reform measures of management as follows. First, the vital statistical trait and utilization circumstantial variable to the product and service, institution and surroundings, promotion, scenery constitution., and regional traffic means and price should be deliberated to get rid of importance of attribute. Second, the employee and equipment of service should be developed to reinforce the customer service. Third, it is necessary to develop the new products and provide the new experience and atmosphere for tourists. Forth, the marketers have to classify the tourist into a high-demand season and a low-demand season. Fifth, there is a need to apply a competitive price strategy importance/satisfaction group. In other words, marketer should solve a pricing problem in dealing with importance/satisfaction group showing a meaningful difference, and provide service and low price in using utilities to keep star resort position.
The tourist behavior in choosing resort facilities should be continued studying theoretically for managers or marketer in the resort industry.