Business Plan for Camping Grounds and Agricultural Activities of Camping Grounds, Phato District, Chumphon Province

Abstract

This study has the objectives (1) to study consumer behavior towards using tent camping site services, (2) to study the marketing mix of selecting tent camping site services, and (3) to prepare a tent camping site business plan. The conceptual framework used in this research is consumer behavior and the 4Es marketing mix framework. This study is both quantitative and qualitative research. The study was conducted on a target group of Thai tourists aged 18 years and over who had stayed camping, totaling 400 people. The results of the study found that (1) consumer behavior will travel to relax and meet new things. Get information from social media. Often I travel with a group of friends by private car and (2) The marketing mix for creating a good experience for customers (Experience) is welcome and warm service throughout their stay. Create value for products or services (Exchange) with a service system and clearly defined rules along with unique storytelling. There is a channel for awareness of target customers (Everyplace) on social media that is constantly moving, and makes customers become regular customers (Evangelism) with its unique beauty for customer review (3) The camping ground has a distinctive atmosphere that maintains its naturalness. Surrounded by fruit orchards and a variety of activities that correspond with the way of life of Phato agriculture. Responding to the needs of tourists, accommodations are a perfect combination of comfort and traditional local culture. This research covers the analysis of trends in the camping ground business. Design strategies and innovations in management, marketing, and human management. Financial planning to analyze project feasibility.