the international journal of business and management...

The International Journal of

Business and Management Research

A refereed journal published by the International Journal of Business and Management

Research

July 2017 Issue

The International Journal of Business and Management Research (IJBMR) is published annually

on December of every year via digital media and available for viewing and/or download from

the journal’s web site at

www.ijbmr.org

ISSN: 1938-0429

The International Journal of Business and Management Research (IJBMR) is a peer reviewed

publication. All Rights Reserved

www.ijbmr.org

Volume 10, Number 1

2 The International Journal of Business and Management Research “IJBMR” June Issue 2017 Volume 10, Number 1

Editorial Board

Dr. C. Abid Dr. F. Albayati

Dr. H. Badkoobehi Dr. A. Ben Brik

Dr. A. Caplanova Dr. I-Shuo Chen

Dr. Firend Al R. Dr. F. Castillo

Dr. J. Fanning Dr. K. Harikrishnan

Dr. Anthea Washington Dr. Ahmad Jaffar

Dr. M Al Kubaisy Dr. M. Khader

Dr. M. Lakehal-Ayat Dr. B. Makkawi

Dr. Mona Mustafa Dr. P. Moor

Dr. P. Malyadri Dr. R. Pech

Dr. N. Maruti Rao Dr. J. Ryan

Dr. K. Rekab Dr. I. Rejab

Dr. M. Shaki Dr. P. Moore

Dr. R. Singh Dr. M. Shaki

Dr. B. Swittay Dr. R. Wilhelms

Dr. Jui-Kuei Chen Dr. R. Sergio

Dr. R. Tahir Dr. D. Wattanakul

Editor-In Chief; Dr. John Phillips


Table of Content

Effects of intrinsic motivation on employee performance in medium class hotels in Kisumu city, Kenya

Milka Wafula 6

Determining female consumer’s insight into products and shopping

Firend Al R., Ph.D. 15

Sustainability marketing mix strategy for Thai senior tourism

Nitchakarn Noo-urai and Kaedsiri Jaroenwisan 36

June 2017 Issue


The International Journal of Business and Management Research (IJBMR) is published

annually on December of every year via digital media and available for viewing and/or

download from the journal’s web site at

www.ijbmr.org

The International Journal of Business and Management Research (IJBMR) is a peer

reviewed

publication. All Rights Reserved

ISSN: 1938-0429

www.ijbmr.org

Volume 10, Number 1

June Issue of 2017


Effects of intrinsic motivation on employee performance in

medium class hotels in Kisumu city, Kenya

Milka Wafulaa

a Kisii University, P.O Box 408- 40200 Kisii, Kenya, Phone No.: +254 726 344 858, E-mail Id: [email protected]

Abstract

In today's rapidly changing business environment, organizations particularly in the service industry are concerned about competition, the quality of their products and services. The purpose of this study is to determine the effects of intrinsic

motivation on employee performance. The specific objectives of the study were to examine the effects of employee

recognition, opportunities for advancement and responsibility on employee performance. The study employed survey

research design. Stratified sampling and simple random were used. Both descriptive and inferential statistics were used to analyze data. The results indicated that HO1. Employee recognition has no effect on employee performance (r=.780,

P=.000), HO2. Opportunities for advancement has no effect on employee performance (r= .767, P=.001) and HO3.

Employee responsibility has no effect on employee performance (r=.787, P=.000). It could be concluded that improving

intrinsic motivation resulted in significantly improved performance at work. The management should identify major

intrinsic motivation that enhances employee performance.

Keywords: Pearson correlation, multiple regression, responsibility, responsibility, opportunities for advancement, employee performance

1. Introduction

Organizations today are struggling with new challenges as they attempt to remain competitive

(Cooper & Burke, 2002). These challenges include increased financial turbulence, heightened performance

pressures, new technology, an increasingly diverse workforce, and the globalization of business (Sisodia,

Wolfe & Sheth, 2007). Organizational leaders are increasingly concluding that a unique competitive

advantage resides in the human resources; all other potential competitive advantages can either be bought or

copied (Gratton, 2000; Lawler, 2008; Burke & Cooper, 2005). Organizations need to unleash the talents and motivations of all their employees if they are to achieve peak performance (Burke & Cooper, 2007;

Katzenbach, 2000).

There is considerable evidence, however, that many organizations are falling short (Burke & Cooper

2008; Sirota, Mischkind & Meltzer, 2005). Recent efforts to improve organizational performance have

begun to emphasize positive organizational behaviour concepts and positive emotions (Cameron, Dutton &

Quinn, 2003; Leiter & Bakker, 2009; May, Gilson & Harter, 2004; Bakker & Schaufeli, 2008). This includes

concepts such as recognition, opportunities for advancement and responsibility. This study examines the

effect of intrinsic motivation on employee performance in medium class hotels. Employee performance is

about employees achieving the results, goals or standards as per the expectations set by the organization.

Employees are rated on how well they do their jobs compared to the performance standards set. In short, it is the accomplishment of a given task measured against completeness, cost, and speed and the resourcefulness

in the way they utilize their resources, time and energy (Rothman & Coetzer, 2003). Employees, therefore,

are regarded as an unsurpassed vital resource of organization, and the issue of employee's motivation has

become an indispensable part of the human resource strategy of an organization.


Rajput (2011) contends that the word motivation is derived from a Latin word “Movere” which

literally means “to move”. They defined motivation as “the individual’s desire to demonstrate the behaviour

and reflects willingness to expend effort”. Motivation refers to internal factors such as job satisfaction,

responsibility, freedom to act, scope to use and develop skills and abilities and challenging work and

opportunities for development. Intrinsic motivators which are concerned with the “quality of working life’’

are likely to have a deeper and longer term effect (Petcharak, 2002). The outcomes of motivated employees,

in addition, include low turnover, loyalty and harmony, high performance that contribute significantly to the

growth and development of the company (Lai, 2009). The limiting factor in these studies is that the vast majority of them were conducted in labs and academic settings, and the intrinsic motivation rewards given

were not significant to the subjects. There have been a few field studies on intrinsic motivation given to

individuals on their personal performance, but not in the hospitality industry specifically medium class

hotels.

Ifinedo (2003) demonstrates that a motivated worker is easy to spot by his or her agility, dedication,

enthusiasm, focus, zeal, and general performance and contribution to organizational objectives and goals. All

organizations are concerned with what should be done to achieve sustained high levels of performance

through people. However, there has been a limited amount of research done in the area of intrinsic

motivation in medium class hotels. This research is vital to the hospitality field as it works to continue to

improve its employee's performance. In addition to responsibility and learning opportunities also

recognition, achievement, advancement and growth are motivation factors. These factors don’t dissatisfy if they are not present but by giving value to these, satisfaction level of the employees is most probably going

to grow (Bogardus, 2007). When hygiene factors are maintained, dissatisfaction can be avoided. When

opposite, dissatisfaction is most probable to occur and motivation can’t take place. Therefore there is need to

examine the effect of intrinsic motivation on employee performance in medium class hotels.

There are several ways to recognize employees including greeting for better jobs, attach thanks to

their paychecks, acknowledge employee milestones, staff gathering outside the organization, highly

appreciation for coming up with new ideas, holding celebrations for success, arranging frequent contests and

other team building activities among others. However, few important matters should be kept in mind when

recognizing employees such as equal recognition for all, recognize immediate after they deserve it,

exaggeration is unexpected (McConnell, 2006). Employees with high self-esteem are more intrinsically motivated, optimistic, willing to work harder, participative at work, work efficiently, have lower

absenteeism rate and are generally more satisfied with their jobs" (Lai, 2009). According to the Herzberg

two factor theory, personal growth and advancement are known to be intrinsic factors, which make

employees satisfied when these are met, and they, thereafter, become motivated. However, criteria must be

set correctly for the purpose of promotion and growth, so that employees become motivated by fulfilling

those (Brewster et al., 2003). Promotion and growth policy should be matched to the need of employees

(Hoag and Cooper, 2006).

2. MATERIAL & METHODS

2.1 Research design

The study employed survey design. Survey design is perceived to be authoritative by people in

general and it is easily understood and can therefore result in valuable findings if correct procedures are

followed (Patton, 2002).

2.2 Target population

The target population for this study was employees in medium class hotels in Kisumu town. There

were 6 medium class hotels with a total number of 365 non- management employees.


2.3 Sampling procedure

Stratified random sampling was used to divide employees according to their departments. Simple

random sampling was used to select the subordinate employees to participate in the study Stratified random

sampling ensured the inclusion in the sample of the subgroup, which would be otherwise entirely omitted by

other sampling methods because of their small numbers in the population (Mugenda and Mugenda, 2003).

2.4 Data collection instrument

For this study, questionnaires were used to collect data. The questionnaires were structured using the

Likert scale format with a five-point response scale. In this Likert scale type of questionnaires, the

respondents are given five response choices (Kothari, 2008).

2.6 Validity and reliability of research instruments

According to Patton (2002) validity is the extent to which an instrument asks the right questions in terms of accuracy. The reliability of the research instruments was measured using the Cronbach Coefficient

Alpha (α). A reliability coefficient of 0.7 or over was assumed to reflect the internal reliability of the

instruments (Fraenkel and Wallen, 2000).

2.7 Data analysis

The data was analyzed using both descriptive statistics and inferential statistics. The descriptive

statistics were presented in form of frequency tables and percentages. Inferential statistics were used to test

the hypotheses. Factor analysis was used to reduce attributes space from a larger number of variables to a

smaller number of factors or manageable number of items, prior to using in them in other analysis. The

derived factors scores were then applied in subsequent correlation and regression analysis. Kaiser-Meyer-Olkin was used to measure of sampling adequacy and Bartlett's test of sphericity. Eigenvalue also called

characteristic roots was also run. A factor’s eigenvalue was computed as the sum of its squared factor

loadings for all the variables. In this study, factors were retained only if they had value greater than or equal

to 1.0 of egeinvalue and a factor loading greater than 0.4. The factor analysis was done on employee

performance and intrinsic motivation (recognition, opportunities for advancement and responsibility).

Pearson product correlation coefficients (r) can take on value from -1 to +1. The sign out of this indicates

whether there is a positive correlation or a negative correlation. According to Tabachnick and Fidell (2001)

multiple regression tells how well a set of variables is able to predict a particular outcome. A multiple linear

regression analysis was conducted to determine whether a group of independent variables (recognition,

responsibility and opportunities for advancement) were the best predictors of dependent variable (employee

performance).

3. RESULTS

3.1 Factor analysis results on employee performance

The KMO measure of sampling adequacy indicated a β value of KMO= .523 indicating that the

sample size was adequate for the variables entered into analysis and Bartlett's Test of Sphericity indicated a

Chi- Square value greater than the table values. The Bartlett's Test of Sphericity was significant X2=480.983,

df =21, P<0.000, implying that the factor analysis was appropriate for the study and there was a relationship

among the variables.


Table 1: Principal component analysis of employee performance total variance explained

Component Initial Eigenvalues Extraction Sums of Squared

Loadings

Total % of Variance Cumulative

%

Total % of

Varianc

e

Cumulativ

e %

1.Employee feedback 2.219 31.693 31.693 2.219 31.693 31.693

2.Employee appreciation 1.904 27.197 58.890 1.904 27.197 58.890

3.Timeliness 1.138 16.255 75.145 1.138 16.255 75.145

Although fourteen factors were computed, not all fourteen factors were useful in representing a list of

fourteen variables. Using the criterion of retaining only factors with eigenvalues of 1 and above the first 3

factors were retained for rotation. These three factors account for 31.693%, 27.197%, and 16.255% of the

total variance, respectively. That is almost 75.15% of the total variance attributable to these three factors.

The remaining eleven factors together account for only 24.85% of the variance(Table.1 above),. Thus, a

model with three factors may be adequate to represent the data. From the Scree plot, it again appears that a

three factor model should be sufficient to represent the data set. The total variance results suggest that employee feedback is the principal component of employee performance hence medium class hotels should

emphasize on employee feedback for higher performance.

Table 2: Varimax rotation method of employee performance of rotated component matrix

Component

1 2 3

There is no employees self appraisal .860

Gossip and rumors exists among staff .839

How often do customers give tips for good service? -.683

Employees given gifts by the management? .919

Employees performance certificates .896

How often do employees report to work late? .897

Employees leaving the job without notice .699

Cronbach Alpha .655

The rotated component matrix presents the three factors after varimax rotation. The clustering of the

items in each factor and their wording offer the best clue as to the meaning of that factor (Table. 2 above).

These three components solution explained a total of variables grouped into each of the three principal

components. Components: 1- employee feedback; 2- employee appreciation; and 3- timeliness. The

components were rotated using Varimax Criterion to reduce the multi- collinearity and hence account for

100% of the variance.

3.2 Factor analysis results of intrinsic motivation

The Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett’s Test of Sphericity were determined.

The Kaiser-Meyer-Olkin measure of sampling adequacy indicated a value above the required value of 0.5

(KMO= 0.648) indicating that the sample size was appropriate for the variables entered into analysis. The

Bartlett’s Test of Sphericity was significant X2=2365.382, df =78, p<0.001, implying the factor analysis

using principal component was relevant for the data and there was a relationship between variables.

Table 3: Principal component analysis of employee intrinsic motivation total variance explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings


Total % of

Variance

Cumulative % Total % of

Variance

Cumulative

%

1. Employee self

esteem

6.570 50.539 50.539 6.570 50.539 50.539

2. Employee

social prestige

2.378 18.296 68.835 2.378 18.296 68.835

The Kaiser Criterion was used to determine the number of factors to extract for analysis. According to

Kaiser Criterion, only factors with eigenvalues that are greater than one could be retained for the analysis. In

essence, this implies that, unless a factor extracts as much as the equivalent of one original variable, it is

dropped. Therefore, 2 components were extracted in the analysis. The analysis presents the number of

common factors computed, (Table. 3 above) the eigenvalues associated with these factors, the percentage of

total variance accounted for by the factors. Although thirteen factors have been computed it is obvious that

not all thirteen factors will be useful in representing the list of thirteen variables. In deciding how many

factors to extract to represent the data, it is helpful to examine the eigenvalues associated with the factors.

Using the criterion of retaining factors with eigenvalues of 1 or greater, the first two factors will be retained

for rotation. These two factors account for 50.539%, and 18.296% of the total variance, respectively. That is

almost 68.84% of the total variance is attributable to these two factors. The remaining eleven factors

together, account for only approximately 31.16% of the variance. Thus the model with two factors may be

adequate to represent the data.

Table 4: Extraction method of varimax with kaiser kormalization of intrinsic motivation rotated component

matrix

This two components solution explained a total of variables grouped into each of the two principal

components/ factors (Table. 4 above). The analysis presents the two factors after Varimax rotation. It

represents only two rotated factors as stipulated in both the SPSS and syntax file methods. The rotated

factors structure shows a number of cross loaded items Components: 1- Employee self esteem and 2-

Employee social prestige that were deleted prior to interpretation. Deletion of cross loaded items serves to

Component

1 2

Thanking employees .938

Employees promotion .936

Employees praising .911

Employees involved in decision making .898

Employees training .872

Job rotation .829

Employees assigned tasks .718

Calling employees by names .713

wages or salary increment .703

employees not given chance to solving problems .869

Employees close supervision .790

Lack of chance to control others .788

Employees not accountable .573


clarify the factors and makes interpretation easier. Factor 1 contains nine items, and factor 2 contains four

items. Factor model represents the combination of the original factors, and appears to reflect adequately the

underlying factor structure of the 13 items of intrinsic motivation.

4 Inferential statistics

4.1 Correlations

The Pearson correlation was used to test the relationship between employee performance (Y) and

intrinsic motivation (recognition (X1), opportunities for advancement (X2), and responsibility (X3)). The

employee performance had a positively significant relationship to the Recognition and employee

performance is positive and statistically significant (r =.092, P= .010). Opportunities for advancement are

positive and statistically significant to the employee performance (r = .691, P= .000). Responsibility is

positive and statistically significant to the employee performance (r = .714, P= .000). This implies that as

employee intrinsic motivation increases, so do their performance.

4.2 Regression analysis

4.2.1 Multiple linear regression tests

Table 5: Regression coefficients results for recognition, responsibility and opportunities for advancement

In the results the regression equation was found to have the best fit when the employee’s performance

was regressed on the predictors which include; intrinsic motivation and intrinsic motivation factors as

summarized (table 5 above). R represents the values of multiple correlation coefficients between the

independent variables used in the model and employee’s performance as the dependent variable. All the

predictors used in the model represent a simple correlation between the dependent variable and the factors

that enhance employee’s performance. R2 represented the measure of variability in employee’s performance

that is accounted for by the predictors (independent variables). From the model, (R2 = .626) an indication

that all the predictors in the model account for 62.6% variation in enhancing employee’s performance. This

shows that variation in employee’s performance has been explained well by the predictors in the model. The

adjusted R2 gives the idea of how well our model generalizes and ideally, its value would be the same or very close to R2. In our case the value of adjusted R2 is .620, showing that, if the model was derived from the

population rather than the sample it would account for approximately 62.0% less variance in employee’s

performance. The change statistics were used to test whether the change in R2 is significant using F- ratio.

The model caused R2 to change from zero to .626 and this change gave rise to an F- ratio of 102.146, which

is significant at a probability less than .05. The Durbin-Watson statistics shows whether the assumption of

independent errors is tenable.

The F- ratio represents the ratio of improvement in prediction that results from fitting the model

relative to the inaccuracy that exists in the model. The F- ratio was 45.694 which is likely to happen by

chance and was significant (P<0.05). The model significantly improved the ability to predict the motivation

factors enhancing employee performance. The study found a significant regression equation (F (2.184)

=45.746. p< 0.001). This shows that there was a linear relationship between the employee performance and

the predictors (intrinsic motivation factors) in the population. The estimates of β values and gives an

individual contribution of each predictor to the model. The β value tells us about the relationship between

the employees performance with each predictor. The positive β values indicate the positive relationship between the predictors and the outcome whereas a negative coefficient represents a negative relationship.

This study found that intrinsic motivation and intrinsic motivation were significant predictors of employee

performance. The constant and the β coefficients were used to create the estimated prediction (regression)

equation, which for this model is as follows.

Ύ= 1.097+0.221X1+0.224X2

Mode

l

R R

Square

Adjusted R

Square

Std. Error

of the

Estimate

Change Statistics

R Square

Change

F

Change

df1 df2 Sig. F

Change

1 .791a .626 .620 .37463 .626 102.146 3 183 .000


The positive β values indicate the positive relationship between the predictors and the outcome, whereas a

negative coefficient represents a negative relationship. From the above model, we can note that there existed

a positive relationship between Ύ (employee performance) and the three independent variables (recognition,

responsibility and opportunities for advancement) based on the positive coefficients of the variables;

β1=.221, β2=.224. It showed that when the intrinsic motivation changes by one unit percent, employee

performance changes by 22.1% and when the intrinsic motivation changes by one unit percent, employee

performance changes by 22.4%. From the model the predictor of employees performance were found to be

significantly positive intrinsic factors (t= 2.010, P <0.05), and intrinsic factors (t= 2.909, P <0.05).

5. Discussion

Herzberg theorized that provision of motivators such as recognition, work itself, advancement,

responsibility and achievement generates job satisfaction while their absence leads to no job satisfaction but

has nothing to do with job dissatisfaction. The hypotheses which states that, recognition, responsibility and

opportunities for advancement have effect on employee performance was rejected. The results obtained

revealed that recognition, responsibility and opportunities for advancement were found to be significant in

the context of Medium class hotel employees. This observation is supported by Hemdi & Nusurdin (2008)

they say that shared participation in decision-making, personal responsibility may increase. Supervisors working closely in conjunction with their employees may help to minimize areas of misperceptions among

their group of employees and develops a sense of shared vision. They also say that when employee perceive

that their organizations show greater concern for their personal growth and welfare via the provision of an

adequate and continuous training and development, a fair and formal performance appraisal and feedback

system and adequate career advancement opportunities, they will experience a positive emotional state, trust

in organizations. Appreciation is one of the most top desires of employees which motivate and keep them

productive (Glanz, 2002) by enhancing the employee's morale, which "allows them to think better of

themselves and their ability to contribute towards organization goals. Employees with high selfesteem are

more intrinsically motivated, optimistic, willing to work harder, participative at work, work efficiently, have

lower absenteeism rate and are generally more satisfied with their jobs" (Lai, 2009). Skills development,

training, growth opportunities and promotion are considered to be powerful motivation factors for

employees to satisfy their need for esteem and self actualization (Lai, 2009).

6. Conclusions

There were significant positive relationships between responsibility, opportunities of advancement,

recognition and employee performance. Therefore the three intrinsic motivation factors affect the

performance of employees in medium-class hotels studied. Thus intrinsic factors should be considered along

with traditional incentives such as pay, recognition, praise, achievement, responsibility and personal growth,

when assessing employee motivation to fully enhance employee performance in medium class hotels.

Acknowledgements

I must acknowledge the contribution of Dr. Fredrick Kengara of Maseno University, Kenya who took

much of his time prove reading this paper and making corrections where necessary.


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Determining female consumer’s insight into products and

shopping

Firend Al. R., PhD

Firend Al. R., PhD; Bournemouth University

Abstract

This research explores consumer’s insight into the female sportswear segment for the purpose of improving product development in the clothing industry in South-East Asia, a consumer base consisting of 500 million people. The research

aims to clarify the important parameters on which buying decisions are made. The parameters are based on price, function,

fit, brand, and design. The methodology used in this research is qualitative and quantitative consisting of participative

observations, in-depth interviews, and survey. Results shows a wide range of shopping approaches utilized by consumers. Shopping behaviour can be seen depending on products and location. Essential parameters for an exercising garment are fi t

and design. abundance of available options in the market can cause confusion amongst consumers. The over-availability of

products contributed to the creation of such confusion or even fussiness amongst consumers. This is to suggest that the more

alternatives available to consumers, the more difficult it will be to find “the right” product. Findings also suggests that consumer’s input and opinion is vital to product development and significantly contributes to product design and

enhancement.

Keywords: Female consumers, Shopping, insight, culture, South-East Asia

1. Introduction

When searching, investigating, or buying product or a service, consumer is affected by a combination of

different elements. Perhaps related to these items of the product itself or characteristics of the

inundated. Attempting to understand how these properties are evaluated, is a function of the of the product or service viewed through consumer's perception (Kim et. Al 2008). As such, the trends for exercising garments

can be described as growing and highly competitive as a niche. On one hand the exercising garments are highly

influenced by street wear, leisure design and trendy. Therefore, sportswear is becoming more important for

marketers across brands and retail segments (John, 2005).

On the other hand, the functionality aspects of the exercising are described to have a greater importance, for

example, collaborations are made between sport brands and traditional fashion designers such as Stella

McCartney for Adidas, Alexander McQueen for Puma, Emporio Armani for Reebok and so on (Suomi &

Collier, 2003). Other brands however, historically, keep a lower importance in terms of trends and instead

highlight an optimal exercising garment (Higgins, 1997). The marketing effort then is based on best possible

functionality and optimal technology. This shows that there is a broad variety of styles offered for exercising

garments and the trends from the typical fashion garments influence sportswear at the same time as the sport segment influence the fashion trends. As such, trends in sportswear therefore becomes difficult to define, but

subject to more in-depth research to determine consumers’ perception, which is a powerful tool in design aid.

Recent research on consumer behaviour emphasises the importance of consideration of all elements that

indicates, shapes and the influences consumers’ behaviour. Purchasing intention normally considers factors such

as; need recognition, search and information gathering, evaluation of alternatives, reaching purchase intention,

actual purchasing, and finally consumption (Bray, 2008). Although Zinkhan’s (1992) research provides an

understanding of the classification of the individual consumer as ‘rational economic man’.


However, a more comprehensive approach to consumers’ behaviour have evolved through linear process of data

gathering through “big data” marketing experience of vendors and sales analyses. This is in contrast to the slow

evolutionary process in modern marketing, dated to post-World War II and the rise of consumption era, which is

characterised by a series of marketing activities that shapes consumer’s decision making (Blackwell, Miniard et

al. 2001) through variety of marketing and sales oriented actions and exposures.

1.1 Research objectives

The purpose of this research is to get better understanding of how and why women purchase sportswear in

Southeast Asia, namely Indonesia and Malaysia as a representative samples. The research aims to clarify

important parameters, on which buying decisions are made in this significant market. The result is expected to

generate information in product development as well as in marketing activities of benefit to both brand

designers and retailors alike.

1.2 Research significance

The anticipated significance of generated results result, is to establish priorities, and provide better understanding of the relationship between varying standards and practices in the buying process in this

particular segment of the Southeast Asian market. The significance of the SEA market is that it is one of the

fastest growing regions in the world, with 500 million consumers, which including Indonesia, is experiencing

the largest growing middle class. Therefore, marketers of high-end brands and retailors alike, are in constant

quest of better understanding of the shifting trends in this important region (Firend, 2016). Better understanding

of the consumer in Southeast Asia provides numerous opportunities for better target marketing, branding, and

sales.

1.3 Research problem

In the ever growing quest of marketers to constantly determine and redefine essential industry parameters

such as; brand characteristics, brand loyalty issues, and market characteristics such as function, price, fit, and make and design. The problem lies in the changing consumer preferences, and what is perceived to be trendy.

This is especially true in the face of increasing online purchases on platforms such as Amazon (which

constituted 50% of all online sales in the USA in 2017), Walmart, google and others. The shift in consumers’

preference then becomes more rapid than ever before, and information on consumers’ trends becomes

concentrated in the hand of few big-data companies. Therefore, anticipating preferences regarding particular

segment of the industry becomes an issue of individual afferent by vendors, based on internal sales data,

traditional marketing efforts such as focus groups and marketing research and industry sales figures. However,

determining consumers’ references and taste still curried out in the traditional manner by engaging consumers in

surveys and observation to forecast future trends and references. Therefore, the need to know a grown market in

the size of Southeast Asia intermittently, is imperative to marketers East and West. Constant examination of

varying market parameters pertaining the apparel retail industry, with growing demand for sportswear, provides

an insight into one of the world largest growing markets.

1.4 Theoretical framework

There are varying approaches to the analysis of consumer behaviour that influences a given study. Depending

on the variables under examination, Foxall (1990) suggested the following approaches to examining the

psychology of consumer decision making; economic man, psychodynamic approach, behaviourist approach,

cognitive approach, and humanistic approach. Bray (2008) argues that the theory of buyer behaviour provides

adequate framework for the parameters under investigation in the study. The model below (Figure 1)

incorporates numerous learning constructs suggested by Loudon ANDDella Bitta (1993) which includes

elements such as; Motive, evoked set, decision mediators, predispositions, inhibitors, and satisfaction. Such

model provides the foundation for subsequent models, all in which are effective in the examination process of

various decision making processes, that constitutes consumer’s behaviour. Hence, the model of Loudon

ANDDella Bitta (1993) has shaped the investigative methodological effort set for this study.


Figure 1. The Theory of Buyer Behaviour

Source: (Howard ANDSheth 1969, Loudon ANDDella Bitta 1993)

2. Methodology

Both qualitative and quantitative methods were applied in this research. Observations and interviews were

performed to provide further insight into consumer’s perceived preferences and to support the qualitative and

quantitative efforts. All research was conducted in Malaysia and Indonesia equally. Participants from three cities

in Malaysia were engaged in data collection, these are; Kuala Lumpur, Penang, and Johor. While participants

from only the city of Jakarta, which is Indonesia’s largest and most cosmopolitan city. Jakarta because of its

diverse and high population, is considered to be a representative for the entire nation of Indonesia.

2.1 Qualitative methods

The observation aspect of the research included conversations with shoppers, which was at random in

over six shopping centres in Jakarta, and included 13 retailors and brands to explore people’s perceptions. The

result is logged, classified and analysed using open-coding system to classify opinions (perceptions and

interpretations). Equally, 4 shopping centres in Kuala Lumpur, Malaysia with 9 retailors and brands participated

in the study, 2 shopping centres in Penang with 2 retailor and 2 shopping centres in the city of Johor with 1 main

retailor and 1 branding shopping centre was used to collect data.

In-depth interviews for the implementation of open-ended questions designed to be a normal conversation or

discussion rather than the traditional formal questioning. Minimization of the influence that the researcher has

over the people that are being studied was taken into consideration, although this is difficult to avoid and has to be taken into account when data is analyzed. (Bogdan, 1984). Additional component of this

research consisted of observations that have carried out with participants in gyms (1 in Kuala Lumpur and 2 in

Jakarta, where people were interviewed regarding their preference of brand loyalty, and material selection.


2.2 Quantitative methods

Qualitative methods are combined with the quantitative approach to support research. In quantitative

methods also included social media platforms such as; Facebook, and Instagram to collect the data. Both social

media platforms provided effective tools for quantitative data collection, which was beneficial to gauge

participants responses in terms of numbers and anonymity. This is reflected in the statistics and graphs.

2.3 Participative Observations

Observations were done on women who visited retail stores, shopping for new exercising garments. All

participants are women between the age 20-40, exercising in average, one to several times in the span of one

week. The observations have been applied with a participative approach, which means that the shopper is aware

of the observation and interaction takes place during the shopping activity. By doing this it is expected to gain

more information and spontaneous opinions from the customer at the actual moment instead of discussing it

afterwards, because afterwards the customer might not remember why or how they acted and reflected.

2.4 Interviews

In total 10 number of interviews has been held and have been performed immediately after the

observation in each Malaysia and Indonesia. The primarily purpose of the interviews was to discuss sportswear

purchases in general, however some additional discussions have been held concerning the observation. The

interview design consisted of prepared open-ended questions, where alternatives or examples have been avoided

with the purpose to not influence the consumer. However, some alternatives and examples were used, when the

respondent does not understand the question. The time planned for one interview was set to 60 minutes but ran

between 20 to 40 minutes. The pre-planned questions were divided into four categories; planning, in store, brand loyalty and the use of the garment. This structure made it easy to follow and organize the collection of the data

to be analysed. It was expected to easily put the participant into different situations and enhance the

identification of a situation.

2.5 Questionnaire

A questionnaire consisting of nine short questions were disposed with the result of 50 respondents in

both countries, 25 each. The survey was used as a quantitative research tool to collect data. The questionnaire

was based on the results obtained from the in-depth interviews.

2.6 Limitations

The methods were limited to the point of sale of sportswear. A limitation was also done in the choice of

participants according to number, age, gender and exercising experience. The parameters were chosen to

optimize the time and the relevance for the research.

3. Literature Review

VOC (voice of the consumer) cannot be a consumer-oriented society, and can be described as a new

phenomenon, rather than methods and approaches and to understand its importance can be described as taking a

new turn. QFD (Quality Function Deployment) according to Akao (2004) is a quality system with the purpose

of “translating consumer requirements into appropriate company requirements at each stage from research and

product development to engineering and marketing” (Tversky & Simonson, 1993). The system was developed

in the 60`s by Shigeru Miznno and Yoji Akao (1978) and originally focused on the manufacturing industry. In

the QFD system there is a recognized concept called genba or gemba, in Japanese it means the actual place or

the real place and relates to customers’ place of business. By using this concept, customer’s genba is visited to

understand his or her problems. In quality management for example, the genba is the manufacturing floor

(thequalityportal.com). The consumer may have more influence today than ever before on marketing strategies

and their voices and wishes are of great importance. Listening to consumers and to the idea of their views is part of being close to them. The consumer has become the responsibility of the buyer in an active role in the past

three decades (Prahalad and Ramaswamy, 2000).


Fashion Industry

According to Jacobs (2006) the fashion industry lacks the application of demand chain management

strategy, and market derived information, which is still handled largely in a mechanistic way. The

author suggests that demand chain management is crucial, particularly for the fashion industry because of one of

the main challenges in this sector is expected errors in manufacturing clothing. Even if the industry has established in terms of example technology (such as RFID) there are still too many customers that end up

frustrated and do not find what they are look for (Jacobs, 2006). One reason for this, is that the fashion

industry does not address the attention of consumers in an effective manner. The relationship between the

consumer and the designer and also got a loss because of the fashion stores and is

usually managed by chains instead of the owners of these days (Jacobs, Van Tonder, 2003). To manage the loss

of an important relationship, companies have begun to identify "consumer target", when more of the

investigation, it became clear that the signs are no longer exactly the same description of the target consumers,

is described as a single woman professional, independent, and that means that the one to be satisfied is

the individual consumer, not the artificial profile.

Difficulties faced by the fashion industry in the supply chain because of the rapid changes in consumer

trends. The methods that are used by fashion companies today to create a supply chain efficiently report is the information technology. All this is subject to fundamental changes in the face of the fourth industrial revolution

of digital manufacturing. Consumers today demand customized products delivered in a short time and at an

affordable price. Postponement has been applied to some companies to customize the allocation of products,

but at the same time maintaining a short and profitable production. In a postponement method, the process is

performed to finalize a product or discrimination on the final point of the supply chain as

possible. Postponement method can increase the time to provide an opportunity to respond to rapid changes

in market developments and respond to customer requests efficiently and can be maintained low inventories

(Ghiassi & Spera, 2003).

What consumers want?

It is not unfair to question how well the consumers know their own desires, wants and what is the

influencing factor in situations where choices are to be made. By analysing and investigating the influences on consumers purchase decisions, more effective marketing strategies can be developed (Kotler & Armstrong,

2010). Examples of the influencing factors in a purchase situation are the available alternatives, the timing and

the quantity of purchase. understanding how availability of products affects consumer’s choices mean that one

cannot assume that the customer has well-defined preferences which in turn guide their purchase decisions

(Kotler & Gertner, 2002). Instead consumers construct their preferences in the point of sale for a specific

purchase situation. For example, it has been found that the addition of a less attractive product can increase the

interest of a second product, or the addition of a very expensive alternative can increase the choice of a middle

expensive product, which has before the addition, been seen as a too expensive alternative (Dodds 1991; Katila

& Ahuja 2000; Von Hippel 2005; Underhill 2011).

Female shopping behaviour

Females more than males of the buyers as it was before. Women have more money to spend, but less of

patience and time for the place. Shopping can be a social activity where women go into the shops with friends just for mixing. When you buy, along with a friend, women tend to buy more and stay longer in the store. Buy

to reinvent itself to become a better version, more beautiful, happier and better self, is a transformational

experience. This also means that women require a lot from the shopping environment (Lee Taylor & Cosenza

2002; Underhill 2011).

As such, research parameters will be based on variables such as; function, price, fit, and make and

design. It aims to discover the hidden needs of the consumer to understand how they think unconsciously,

feel and act during buying activities. And knowledge should be obtained by comparing the verbal ideas to the

consumer and the actual performance of the discussions and analysis of the responses. It is also expected to

know the importance of brand and brand loyalty, and why and to what extent consumers are brand loyal.


4. Analysis and Findings

Analysis of collective data shows the following; Feelings and emotions related with the purchase of sportswear

is explained as positive by the participants. They say they “love shopping”, but it is unclear whether they

distinct shopping experience with the normal daily purchases of goods, since they tend to explain that “buying is

fun” and “I could buy unlimited amount of stuff…” It was also found that most of participants go to

sports retailers because of particular requirement for something they need, this was further verified by

quantitative data findings. Non of the participants made the process of buying a spontaneous; they went through

the other products then the ones they intend to buy. The buying requirement is caused because of the lack of

garments in terms of attributes of clothing worn out or functional attribute for the activity of specific.

There is diversity in the definition and aspiration in the comfort of aesthetics. They can give a detailed

description of the structure they seek and find what qualities they need. Some of the participants are not

personally involved in the selection of clothing, rather than describing purchases if necessary. Dissatisfaction in

stores and in a purchase situation is usually connected to colours or fit and a “good” fit usually described as lose

and fluffy rather than tight. Short tops are considered as undesired but too long tops are discarded, as well,

before testing. Participants in this study cannot be described as price sensitive. It was found that the price is

not the most critical if they find something that attracts them. However, participants tend to check the price early

in this process. For example, one of the participants who have been described as not being price sensitive

explained that she bought two tank tops because they were cheap.

The brand knowledge can be described as high among the participants. In more detail, they have knowledge

about brands and they can easily mention brands that they like. A positive explanation of a brand is usually

based on quality and style. But participants explained that they are not brand conscious. It means they do not go

to the store and buy a brand only for the sake of it. Although they have enough knowledge about the brands,

their purchase is often influenced by other factors like fit, style and colour. The common element in five out of

ten purchasing observation was design.

The priority of the participants based on the interviews is presented in a table below.

Parameters 1 2 3 4 5 6

Material 0 2 3 1 3 1

Fit 2 4 3 1 0 0

Price 3 1 2 0 1 3

Brand 0 2 0 2 2 4

Design 5 0 1 2 2 0

Function 0 1 1 4 2 2

Table 1. Priority List

The priority list from each participant summarized in the table has been transformed into the graph below.


Chart 1. Priority List

In addition to observations and interviews, survey has also been done to evaluate how women perceive the

process of their shopping. Questions have been composed to fit the question formulation of both the observation

and interview. Issues about how people shop and why has been put together to receive the information needed.

110 respondents have taken part in the online survey sent through Facebook in both countries 40 from Malaysia,

and 70 from Indonesia. The result of the survey shows in in tables and charts (See Appendix).

Choice of Material

A various knowledge and perception of material choices resides with the participants and the respondents.

Materials used for the exercise of both synthetic and cotton. Participants are often aware of the desirability

of synthetic materials as being recommended for exercising. The most common reason for rejection is to look

at the presence of synthetic materials unpleasant sensation in contact with the skin. The choice of material can

however be prioritized lower to clear the way for aesthetical aspects, such as design and fit, a result from the

observations (Table 5; Chart 5).

In the interviews the materials are mostly described according to how they look and feel, for example sleekly,

crispy, shiny and soft, but this does not tell whether the material is in cotton or synthetic. Just because the

participants believe it is a certain fabric does not mean that they are correct. To what extent do they actually

know which fabric they have bought? Most of the participants do not check the washing instructions to gain

information about material content. According to the observations the most commonly used material in

exercising is cotton or cotton blend. In the questionnaire the majority of the respondents answered that their

exercising apparel is made out of synthetic material but people tend to know relatively well what the “ultimate”

or recommended material for exercising is, and a possibility is that they want to give the right answer instead of

answering with real facts in the questionnaire (Table 6).

Shopping with or without company

Sportswear shopping is performed in a singular manner. The result can be drawn from both studies (Chart 6).

Prioritizing

According to interviews and the questionnaire it is derived that the prioritizing parameters has an overall

similarity according to fit, price and brand. A substantial difference is the importance of design. The importance

of the participants’ interest for design and style, in the store, is evaluated higher than peoples own perception of

their concern for this parameter.


Reason for refusing the purchase

It is derived from both methods that the declining a garment is a result of the wrong fit. The survey also

shows the price sensitivity. One possible cause is that it is difficult for the participants to admit sensitivity to

price during a face-to-face situation (Table 7).

Amount of garments

The trend found with both methods is that the garments are purchased in single form compared to many

garments purchased at the same time on few occasion (Table 7).

Brands

In the analysis of the result the brand focus is described as relatively low and the brand does not seem to be of a

great importance, this is concluded from the observation, the interviews and the questionnaire. Brands are not

measured as the most important factor. It is observed within the participants that they are aware of the brands and explained what brands they like but it contradicts with their shopping behaviour as they seldom look for the

specific brand during the shopping in the store, this is also confirmed in the observations. According to the

questionnaire, the brand is also concluded as less important than fit, design and material.

Usage of garments

The result from the observation shows that most of the participants use their garments to all exercising activities.

They do however a selection of their available garments when going to a specific activity but they further say

that this is nothing they consider during a purchase. A related question was discussed during the interviews and

also asked in the questionnaire concerning the use of exercising garments as leisure wear. The majority from

both methods explain their items primary as exercising garments. Three of the participants say that they use

these garments sometimes on their leisure time but it is not a determinant factor during purchase. Almost one-

fourth of the respondents in the questionnaire say that it varies (Table 9).

Colours

The participants have a very positive attitude towards colours, but at the same time they fear too much colour.

The usual approach is black bottom and more colourful tops. They want to be unique but do not want to stick

out. They want the right expression and want to send the right signal in their exercising garments. Many of the

participants do not want to match their top and bottom too much. They want to give the impression of not being

dressed “correct”, to be dressed more relaxed but at the same time not looking bad. The limit between a

comfortable style and a totally wrong expression is subtle. Even if the style and the design are important it is

also important what not to wear.

Finally, the literature review section of this study, the concern raised by the fashion industry was that there are

many consumers, having a clear objective for their shopping and ready to spend money, walking out of the store

empty handed. One can ask if this is because to the lack of knowledge about consumer from the design aspect,

or whether the consumer lacked knowledge of what she wants because of the abundance of available options in

the market, which may cause confusion. The over-availability of products contributed to the creation of

fussiness of consumers. This is to suggest that the more alternatives available to consumers, the more difficult it

will be to find “the right” product. As such, this research suggest that the answer is not flooding the marketplace

with more products, rather, better products with designs. This in turn, ties to the issues of influence, stimuli, and

consumer involvement in the design through feed forward mechanism, to ensure the availability of products

relevant to the consumer in Southeast Asia. This is particularly true when most brands tend to target Western

consumers in their design and marketing effort. Results further shows a variation in shopping behaviour, which

may be attributed as depending on products and location. Essential parameters for an exercising garment are fit

and design. Findings also suggests that consumer’s input and opinion is vital to product development and

significantly contributes to product design and enhancement.


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APPENDIX

Age of participants

The age of the participants is mentioned below;

Table 2. Age


Chart 2. Participants Age

Occupation of Participations

The breakdown of the participant’s occupation is as follows:

Occupation

Student 79

Employed 18

Student &

Employed part

time

11

Other 2

Table 3. Participants occupation

Chart 3. Occupation

Factors for Purchasing

Q-1) Which are the most important factors when you decide to purchase exercising clothes? Rank the

parameters from 1 to 5, where 1=most important & 5=least important

Age

Below 20 2

21 – 25 72

26 – 30 33

31 – 35 1

36 – 40 2


Parameters 1 2 3 4 5

Material 19 31 26 26 7

Fit 46 27 7 14 18

Price 16 23 35 26 11

Brand 19 13 10 18 50

Design 11 31 38 21 10

Table 4. Factors for purchasing

Chart 4. Factors for purchasing


Choice of Material

Q-2) What is most important when you evaluate and choose the material? Rank the parameters from 1 to 4,

where 1=most important and 4=least important.

Parameters 1 2 3 4

Soft &

Comfortable

42 41 14 18

Good for

moist

transportation

36 35 19 16

Thin & Light 16 24 32 18

Good

stretching

capabilities

14 32 35 24

Table 5. choice of material

Chart 5. Choice of material

Priority list Material Properties

1 Soft & Comfortable

2 Good for moist transportation


3 Good stretching capabilities

4 Thin & Light

Table 6. Priority list table


Shopping with or without Company

Q-3) Which option is most suited to how you shop?

I prefer to go shopping on my own 64

I like to have company when I go shopping 15

If I have company or not depends on the

occasion

26

I bring someone for advice on taste 6

Table 7. shopping preference

Chart 6. shopping preference


Reason for refusing a purchase

Q-4) What is the most probable cause to why you choose not to purchase an exercising garment?

Wrong fit 74

Wrong design 21

To expensive 73

Wrong material 26

Unknown brand 3

Table 8. reason for refusing

Chart 7. reason for refusal

Amount of Garments

Q-5) Which option is most suited to how you shop?

I purchase solitary garments

continuously

48


I purchase several garments at

the same time, more seldom

18

It vary between the options

above

45

Table 9. amount of garments

Chart 8 – amount of garments

Usage of Garments

Q-6) Which option is most suited about your usage of garment?

It is an advantage if the

garments can be used on my

leisure time

20

I choose garments specifically

for workout

65


It vary between the options

above

24

Table 10. usage of garments

Chart 9. usage of garments

Cotton Vs. Synthetics

Q-7) Which material is most of your exercising apparel made of?

Cotton 24

Synthetics 71

Cotton and Synthetics 10

Table 11. cotton vs. synthetics


Chart 10. cotton vs. synthetics

Open ended question about material

Q-8) Why do you choose to exercise in cotton or synthetic?

Reasons for exercising in synthetics

according to better moist

transportation

48

Other reasons for exercising in

synthetics

23

Reasons for exercising in cotton

according to the comfortable

feeling in contact with the skin

19

Other reasons for exercising in

cotton

10

Table 12. open ended question


Chart 10. cotton vs. synthetics

Brand Selection

Q-9) Brand selection?

The same brand at top and

bottom

10

Different brands on top and

bottom

51

Table 13. brand selection

Chart 12. brand selection


Sustainability marketing mix strategy for Thai senior tourism

Nitchakarn Noo-uraia,* and Kaedsiri Jaroenwisanb

a Faculty of Management Science, Prince of Songkla University, Thailand

b Faculty of Management Science, Silpakorn University, Thailand

Email: [email protected]

Abstract

This article was studied sustainability marketing mix strategy for Thai elderly tourist. The consequence of this

research point out suitable product for Thai elderly tourist is the design of restroom with flush toilet with side-

handrail. Price, sufficient accommodation cost is in range between 500 to 1,000 baht. Place is accessible and

information channel through internet, and telephone. Television media, used as promotion, is most satisfactory

media for Thai elderly tourist. Participant, travelling business is supposed to be emphasis on number of staff for

elderly tourist that ration is a staff per three tourists. Physical evidence is underlined decoration base on local

identity. Process is considered environmental prevention which is use of energy saving mechanic in

accommodations. Packaging is package tour that provide conveniences and special services from expert staff.

Programming is religious, traditional, agriculture, and health festivals. Partnership is considered to highlight on

build information center for elderly tourists.

Key words: sustainability marketing mix, sustainability marketing, marketing mix, marketing strategy, senior

tourism, Thai tourism

Introduction

Leading industrial countries are reaching aging society. Presently, global population is decreasing from

1.1 percentage to 0.86 percentage in year of 2020 – 2025. Germany, Japan, and Russia population growth rate is

below zero. Therefore, senior tourist trends increasing. The group of senior tourist have many readiness factors

such as time, budget, decision independency of traveling spending which is more than middle age, saving

money, interesting on health tourism, planning for long stay vacation. (Lieux, Weaver, & McClear, 1994; Reid

& Bojanic, 2010; ministry of tourism and sports, 2011).

Thailand is also become to aging society that influences by extensive reduction of population and

increasing of citizen life expectancy. Thai old age citizen annually rise about 473,000 people. Thailand will

become complete aged society in 2013 and in year of 2035, Thailand population would gain more than 30

percent of current population – in 2013 Thailand population of over 60-year-old was raised to 9.6 Million

people (Foundation of Thai Gerontology Research and Development institute, 2014). The elderly population

growth is caused by several determinants for example, mortality reduction and reproduction increment. Those

influence factors lead to infrastructure transformation into aging society. On the other hand, the incremental of elderly population is significant affect to boost number of potential tourists that produce an effect of elderly

tourist market expansion and attractive for business. Because senior tourism has varied range of leisure time,

good health, higher income, independency of travel spending, and saving money (Reid & Bojanic, 2010). As the

result, this transformation influences a great impact on tourist behaviors and traveling style of each age range.

Sustainability marketing concept leads tourism market to be able to response and aware of society and

environmental responsibility. The concept will also adept to paradigm shift which is focus on customer needs

while concentrate on environmental protection and community collaboration. Moreover, business operation and

management should evaluate three factors are economic factor, environmental factor, and society factor (Belz &


Peattie, 2012; Kumar, Rahman, Kazmi & Goyal, 2012). In the long run, marketing will be influenced by several

determinants such as technology and productivity growth in area of production processes and communication

technology. Additionally, the incremental of society impact and environment impact by economy growth

particularly chain reaction of climate change are going to drive business and marketers to study and research on

sustainability idea to maintain relationship and customer value delivery (Belz & Peattie, 2012).

The challenge against social structure change establishes a group of senior tourist which is niche

market with potential purchasing power. The increasing of Healthy trends and new traveling style promotion

conform to need of senior tourist. There bring into the study of sustainability Thai senior tourist marketing aim

to support and guide tourist market improvement in economic, social, and environment. As the result, the study

focuses and explores sustainability marketing mix strategy for Thai senior tourist.

2. Literature Reviews

Marketing is functioned in business to review customer’s consumption power and activate the need of

product by using marketing tools. Business organization will be financial benefited when present product or goods that meet customer need and want. On the other hand, customer will be received satisfied product or

goods in return and business organization gain a profit and growth that conduce towards increasing of

employment. In term of materialism society, those logic is roughly looking good because it would be support

and improve economy growth and significant factor for economic development. Nevertheless, there will be

positive outcome in short term. The long term consumption will be seriously impact on account of resource

consuming, particularly non-renewable resource such as water, natural gas, fuel, coal, and forest woods. Over-

abundantly non-renewable resource consumption will lead to natural disaster (Parsons & Maclaran, 2009).

Therefore, sustainability marketing is aim to manage organization, operation, and resourcing and marketing

program control to meet customer’s need and want while considering social and environment characteristic to

achieve organization purposes and goals. The customer relationship, the social environment, and the natural

environment are also required to build and sustain. (Belz & Peattie, 2012).

Marketing mix is satisfied tool to influences customer demand of purchasing products or goods.

(Bowie & Buttle, 2011) Many researchers evidently demonstrate the difference between product and service.

Some researchers believe traditional four P’s approach consist of product, price, place, and promotion (Kotler & Keller, 2006; Reid & Bojanic, 2010) that cannot be adapted with service industry. So there leads an

improvement of traditional four P’s approach for service industry to be more suitably on current situation (Reid

& Bojanic, 2010). According difference and similar points between traditional four P’s approach and marketing

mix, Reid & Bojanic (2010) believe product component in marketing mix is expanded, human resource is one

element of service’s production process, and distribution channel will be established when customer has been

appeared. Moreover, marketing research is also involved in marketing communication. In marketing mix,

distribution’s product pricing is consisted of location, atmosphere, and intermediary in the middle of employee

and customer. Pomering, Noble, & Johnson (2011) present concept of sustainable tourism’s marketing mix for

managing a tourism corporation’s supply and demand side to fulfil the incensement of customer demand.

Sustainability marketing elements indicate relationship between business value and stakeholders such as

producer, customer, employee, market community, and environment. These are shown sustainability

organisation management purposes. Concept of marketing mix for sustainable tourism adapts the triple bottom

line of economic factors, the environmental, and sociocultural concerns to interpret marketing mix concept. So

marketing mix for sustainable tourism engages perspective of sociocultural concerns and environmental factors

into traditional four P’s approach to sustain organisation that consist of 10P’s.

2.1 Product: can serve the needs and necessities of consumers or target audiences (Kotler, Bowen, &

Makens, 2006) that business’s target market offer combined of products and services to customer (Kotler &

Armstrong, 2014). Tourism products and services are comfort facilities or provided goods (Morrison, 2002).

Efficiency energy consumptions, resources utilizations, environmental activities, and product designs are main

factor for sustainability tourism products which concern about tourists and local community participation

(Emery, 2012; Pomering, Noble, & Johnson, 2011).

2.2 Price: is declared agreed condition or barter between producer and customer (Bowie & Buttle, 2011).

Generally, product value is determined by product price which sustainability product’s price will contain overall

ecological cost or capital. And positive and negative environmental impacts are reflected through product price

as well (Fuller, 1999). Premium prices are compatible with small group of sustainable tourism product.

Nevertheless, sustainable pricing is calculated cost regarding economic, environment, and society that able to

deliver value to customer and reasonable profit for organization (Martin & Schouten, 2012). The decision

making according sustainable premium pricing is possible when deliver distinctly understanding to customer for


product and service’s value which concerns environmental and sociocultural factors (Pomering, Noble, &

Johnson, 2011).

2.3 Place/Distribution: for tourism industry, distribution channel is tourism products or services

accessibility (Bowie & Buttle, 2011). Alternative transportation or traveling method would will reduce

environmental impact for sustainable place/distribution such as walking, traveling by boat, using local bus or

train. There is also boost up sustainability of economic and community (Pomering, Noble, & Johnson, 2011).

2.4 Promotion: is a tool for business to communicates and provides information to customers, tourists,

staffs, and stakeholders (Bowie & Buttle, 2011). For sustainable promotion will focus to communicates with

customer and stakeholder such as communication regarding consideration of influence reduction in

environmental and social culture in local area. Besides, environmental issue enlightenment for tourist will give

support to an increment of positive environmental responsibility image in direct and indirect side on number of

tourists (Middleton, & Hawkins, 1998; Pomering, Noble, & Johnson, 2011; Fuller, 1999).

2.5 Participant: is all individual who is delivered services and be influential in customer/user

acknowledgement such as staffs, customers, and related individual on services (Morrison, 2002). In service

procedure, customer interacts with service provider in business location. A good relationship between customer

and service provider will brought to successful customer product purchasing. Customer mix and service quality

consistency are significant part for deliver customer satisfaction. Moreover, internal marketing is need and supported logical expansion of marketing mix that purpose staffs are one of business stakeholder. Even though,

stakeholder is also included host community, other people in community might not or be involved with tourism

business. Friendly and politely interactions, or impropriated action will produce a good or bad user experiences.

So, this is required a marketing to related participants such as staffs, customer, and others. These are one of

service delivery processes (Middleton & Hawkins, 1998).

2.6 Physical evidence: consist of tangible business demonstration or location appearances such as

landscape display, lighting, interior decoration, etc. Physical evidence is influential in customer believes and

feeling on services and, as well, customer behaviour. Nevertheless, physical evidence has significant influence

in place atmosphere and staff’s service procedure (Bowie & Buttle, 2011). Organization physical evidence

management should reflect business purpose on natural resources conservation or natural resources consumption

described local socialization and civilization such as using coconut lamp as interior decoration, using handmade

textile covering table or decorate places, etc.

2.7 Process: is methods, mechanisms, or activity flows to delivery services or operating procedure.

Generally, production and consumption of services are produced at the same time. Marketing needs to be

confident of their services that have sufficiently efficiency, friendly, and competency delivery processes to

deliver services to customer (Pomering, Noble, & Johnson, 2011; Bowie & Buttle, 2011). In the context of

service the process consists of online booking system, alternative energy such as solar power or wind power,

customer services, low-carbon emission transportation such as hybrid vehicles or electric tourist bus/coach, and

sensor switches. Those are influencing tourist to recognizing the environmental and behavioural changes

(Pomering, Noble, & Johnson, 2011).

2.8 Packaging: is combination of element that related services and tourism which offer one price or

bundling travel and tourism service. Packaging is proposed a convenience to tourists and services/businesses

advantage competitive environment (Pomering, Noble, & Johnson, 2011; Morrison, 2002).

2.9 Programming: is special activities, event, or program convinces or persuades customers to pay more

and increase tourism packaging or services interesting. Programing mostly addresses in term of special events or

festival season that express tourist area symbol or characteristic. However, special appeal would increase

interesting of tourist programme. There also produces others issue such as waste problem, lot of tourists that

caused local community dissatisfaction (Pomering, Noble, & Johnson, 2011; Tirca, Stanciulescu, & Chis, 2009).

Therefore, tourist activities or programme planning or design is supposed to concern in environmental and local

community impact.

2.10 Partnership: is a component that is associated with the concept of collaboration and network

development refers to the interaction between the various groups that have been involved in the travel business.

There conducts by rules or norms shared or common standards in tourism management to achieve specific goals

together (Tirca, Stanciulescu, & Chis, 2009). Partners will influence the success of the design activities and tour

packages. Alliance for sustainable development took place from the development of the tourism value. Partners

helps to promote awareness of environmental and social such as airline business, credit card business, hotel, etc.

This will cause accessibility to customer/ travelers database or information more potential (Pomering, Noble, &

Johnson, 2011, Morrison, 2002).


3. Methods

Qualitative research is used to gathering information by focus group discussion. The focus group

discussion were conducted four times by regions that are six members of Tumbon Ban Suean Elderly Club –

Pattalung Province, five members of Karaburi Elderly Club – Nakhon Ratchasima Province, ten members of

Tambon Chainat Elderly Club – Chainat Province, and eight members of Praw District Elderly Club –

Chiangmai Province. Semi-structured interview is selected as a researching tool which themed questions

following marketing mix for sustainability senior tourism.

Discussion participant’s selection criteria is over sixty years old senior tourist whom interesting on

traveling from their local residence area to short or temporary stay in another place. Traveling purpose will be

focused on vacation, visiting family or relatives, conference or seminar, religious ceremony, and also include

traveling for treatment and other duties that does not working purpose and study. The traveling for purchasing

goods for sale is also not involved in this focus group discussion. Moreover, discussion participants are traveling

domestically and internationally at least once in twelve months.

In term of qualitative research analysis, content analysis is using to classify information into categories

base on characteristic or properties sharing. Then information was proceeding to gathering data by coding

inductive for analyses pattern and meaning of study issues and topics.

4. Results

4.1 Tourism product of attraction or accommodation: discussion result of these issue is point at facility

design for senior tourism which concerns about appropriate walkway such as suitable ramp for wheelchair, size

of the ladder, caution symbol or mark of ladder, and toilet design for senior tourists that use a non-slip materials on the bathroom floor or handrails beside toilet. Additionally, facilities knowledge or information poster

regarding attraction or accommodation will lead to support senior tourist during their traveling.

“Significant points for senior tourism is safety and amenity. Traveling and tourism are improving our

mental health by recognized other things that difference from our hometown. Personally, cleanness is my first

priority that impress the visitor. But when I stay at hotel, I would not know how to open air-condition or even

lights. And as I said, safety card to open a hotel room’s door for our safety and protection.”

“When facilities design to suit for elderly tourist should be consider about ramp or staircase which is

very important. Like the time we went to the Chiang Dao Caves, it has stepped up. We had more trouble.

However, if it has a ramp or elevator platforms or facilities for the elderly, it would be great.”

“At home, my son design a toilet which has washbasin nearby and easy to stand up. I went to many of

gas stations that have toilets little difficult for the elderly. However, some gas stations have handrail in toilet and

easily to get up.”

4.2 The price of travel or accommodation: The discussion group point issue on price of the tourist

location and accommodation which Thai senior tourist would consider the price of the tourist location and

accommodation into two parts are accommodation price and fees or charges of attraction places. The price

between 500-1000 baht are prefer range of accommodation price for Thai senior tourist. In determining the

pricing strategy, attraction or accommodation should be given a clear price as the dialogue that;

“Accommodation costs should not exceed five hundred baht per head.”

“I think five hundred baht is suitable price but it also depended on each place. If I stay in beautiful

hotel or the place that have a lot of people, accommodation costs should not exceed two thousand baht”

“I had to sleep at the hotel for three thousand baht, but they have great facilities, great service, it's

worth comparing to the service.”

On the issue of payment of fees of attraction places. The fee for the tourist fee should not exceed one

hundred baht as the dialogue that;

“If the price of admission to tourist is one hundred baht, I think I satisfy and able to pay for that. But if

fee higher that one hundred baht or does not have any elderly discount. I think it too much expensive.”


“Fee cost, I would consider of worthiness, attraction, location, or benefit. But I think fifty baht is best

fee cost.”

“Not exceeding one hundred baht, I think is proper. If fee price exceeds one hundred baht, I think it

quite expensive.”

4.3 Place: The discussion group in the distribution channel topic focuses on tourist destination’s access

routes and channels to reach out to the attraction or accommodation. The result found channels to get

information or contract to travel place or accommodation for the elderly is trough Internet or website. Moreover,

for tourists, the elderly who cannot use the internet. They use a way to gathering information of attraction or

accommodation by inquiries from people who had to travel before or phone. For directions or access routes to

the hotel or tourist attraction, the route should be large labeled that elderly tourists easily and clearly to see or

notice as the dialogue that;

“When searching information or contact travel place or accommodation, I normally find it on the

internet.”

“I cannot not surf the internet, So I ask friends or relatives nearby attractions, or people who had to

travel before. They will provide dinning/accommodation information to me”

4.4 Promotion: Discussion groups point issues of marketing promotion, the incentives for elderly

travelers or senior tourist is the discount. In addition, the appropriate media for advertising, travel or

accommodation to senior tourists is television because it is accessible and frequency of media exposure than

another media that watching time is 5:00 to 7:00 am and 17:00 to 20:00. News is famously for senior tourist to

receive information from media, including news that send to mobile, magazines, and internet as the dialogue

that;

“Providing incentives such as a 10% discount card to seniors when traveling at hotel or travel

destinations”

“The media often viewed or watch as the top is television, 2nd is mobile, Tourism Authority of

Thailand magazine is 3rd”

“I frequently use the Internet. Sometimes friends tell you that. Then I find further information on the

Internet”

“Mostly, I watch TV and read tourism column in magazine.”

So, as the result that media which senior tourists prefer include mobile, TV, magazines or travel

documents, and the Internet. Senior tourist access to media during the period as follows.

“In morning, I woke up to watch TV. And using the Internet. About 19:00 to 20:00, I watch news on

TV including read a newspaper every day. I would like to watch the news from TNN channel”

“Wake up in the morning about 5:30 to 6:30 am to watch the news. I watch TV news at noon again. In

evening, I will see again at 17:00. But I do not listen to radio. Channel 5 is my choice.

4.5 Participants: For those participating in the tour or tourism point in topic of should outnumber

provides employees or staffs who provide services to senior tourist than other groups. The discussion found as

the dialogue that;

“For elderly tourists, tourist attraction should be provided to employees who serve or service this target

group more tourists or other groups.”

“When organizing a senior tour program should be provided nanny to take care senior travelers. If you

go against each other with no nanny, no one can help anyone. Young people need to be a nanny to encourage

and support during the trip. Nanny needed in large tour groups. However, if traveling with their children, those

children will care anyway.”

“Nanny or nurse should be a proportion of three senior tourist to one nanny”

4.6 Physical evidence: The discussion groups mention about the decoration of the tourist accommodation that found physical environment of the tourist accommodation for Thai senior tourist is consist

of the decorated place with a unique culture or unique in the region. Including the design of parking lot that

should not far from tourist room. And a parking area should be enough to service for tourists as the dialogue

that;


“The place is decorated by local cultural, makes a unique or identity of particular area such as north

culture or south culture. This is also conserve or maintain the uniqueness of each local region. When we

traveling, these could be experiences of local cultures, and area identities.”

“Traveling is way to study and experience way of life, culture, or lifestyle in each community. Place

should be decorated by local cultural. These could reflect the way of life in that community”

Therefore, an idea of decorated physical environment or traveling place by local cultural or community

identity will cause a noteworthiness and difference in traveling place or accommodation competition.

Furthermore, discussion group shared additional comments about parking lot as the dialogue that;

“Parking lot is one of necessary consideration point when traveling. If lack of parking space or no

parking available, these could bring us to not visit places. Parking space should be located nearby

accommodation.”

4.7 Process: In content of tourist attraction or accommodation’s service processes, discussion group

shared and debated about considering energy saving or using clean energy in tourism service processes. Tourism

service process that take into consideration of environmental conservation and have environmental conservation activity such as a collaboration of using and does not change new sheet and towel during staying in

accommodation to saving water, electricity, and cleaning chemical as the dialogue that;

“Think about the environment in the travel or accommodation. I must mention energy consumption,

using alternative energy, and clean energy because there would be reduce and protect environment. These could

be differentiating from other places. If we stay for 2 nights, on second night, it could be used same sheet and

tower because it does not dirty and helping the environment. On the other hand, it could be help hotel owner to

saving their expenses in cleaning those stuffs.”

“Energy saving such as using same bed sheet or towel. These could be saving water and reduce of

using cleaning chemical. But it would not exceed two days. Cleaning energy is essential when traveling.”

“If owner offer 5%-10% discount when using same bed sheet or towel, it could persuade visitor or

customer. In return, accommodation would be saving cleansing expenses and increasing customer loyalty.”

4.8 Packaging: Discussion group according tourism packaging were mentioned packaging of tourist

attraction or accommodation will lead to easiness of travel planning for Thai senior tourist because packaging

planner or provider prepare their services and traveling plan for senior tourist. Moreover, Tour guide is normally

included in the travel packaging which they are expert and have experiences about traveling location and

facilities to support senior tourist during the trips as the dialogue that;

“Generally, I purchase tour package for international trip, but domestic tour will be considered for

purchasing base on location and price. Once, I traveling with packaging providers they would plan for whole

trip which I would not be worried about it, just traveling following their plan and suggest. On the other hand,

when we traveling by ourselves trip planning that we should know everything such as routing, accommodations,

places, location, etc.”

“I would love to purchase tour packaging. It is more convenience than traveling by others. I must self-

manage about accommodation and routing if I self-traveling.”

4.9 Programming: as the result of discussion group, accommodation and attraction place for traveling

programming for Thai senior tourist should combine with activity or event about religious, local tradition,

agriculture as the dialogue that;

“For a trip, we consider about special event, programming, or festival on that period because we want

to be experienced and entertained new thing that does not have in our local area. Therefore, if we traveling

during event or festival. These could be 2 benefits are traveling and experiencing in the same time.”

“I’d love to. Especially, traveling in same time with religious event.”

“For Kathin Ceremony, if I am available, I would love to go.”

“In Northern of Thailand, there are 12 local traditions annually. I go and join every event”

4.10 Partnership: as discussion group, the characteristic of partnership should consist of three elements

are 1. Tourist information center for senior tourist is to provide information about attraction area and government/public accommodation service. 2. Tourism Businesses and local community collaboration to

correspond with group of senior tourist. And 3. Tourism Businesses and local community collaboration to


engage local community to generates income from tourist and raise to sustainable development in tourism

business especially for senior tourist as the dialogue that;

“If tourist information center were established more than this or have more collaboration between

service provider and local community to support senior tourists. I think it would be good for senior tourist.”

“If there have network or connection, it would be easier to gathering information about tourism

information and accommodation from authority or governance. Or senior tourism policy to boots up and support

senior tourist.”

5. Discussion

Marketing mix for sustainability tourism for senior tourist discussion is classify as following topics.

5.1 Product: product design for senior tourism in Thailand should have equipment and facilities

suitable for elderly travelers, Cleaning of attraction or accommodation, and security of travel or accommodation

that compliance with Pomering, Noble, & Johnson (2011) and Morrison (2002) said, products include tourist

attractions, service facilities, and tours services. Moreover, tourism products can be classified in services area

such as hotel, restaurant, cruise, car renting, theme park, casino, etc. Nevertheless, Emery (2012) and Pomering,

Noble, & Johnson (2011) recommend Sustainable tourism products. Sustainable tourism products must be

considered and used efficiency resources and energy, environmental design, and should be also considered

about collaboration between tourist and community. There will lead to Sustainable tourism products. Likewise,

Fuller (1999) said life cycle of the product ought to cause less pollution and minimum waste. It is a qualification

of sustainable product and sustainable production process.

5.2 Price: price determine or price setting for tourism of Thai senior tourist should have clearly price

tag, suitable price with facilities or services, varies price range, and have flexible price for further negotiable. Booms & Bitner (1980) and Borden (1984) believe price is the value of service from the customer's perspective

and pricing should be reasonable, acceptable, or several price range. In addition, Fuller (1999) and Martin &

Schouten (2012) suggest, in general, price is a measure of the value of product. Sustainable pricing must include

all ecological cost and should reflect positive and negative environmental characteristic. Sustainable pricing will

be calculated on economic, environmental and social costs which can deliver value to customers and cause the

business to make profits.

5.3 Place: distribution channel and platform for Thai senior tourist should composed of convenient

traveling route to access to tourist attraction or accommodation, transportation services to local attractions or

accommodation, using clean energy or renewable energy with transportation services, providing information

channel, contact point information, and accommodation reservation via internet and telephone. Accordance with

opinion of Bowie & Buttle (2011), for tourism, distribution channel or place is a term that used to describe the

place or location to sell and service to customers or tourists who can access to tourism products. Similarly,

Pomering, Noble, & Johnson (2011) mentioned, traveling journey to attraction place and around attraction

place, businesses need to be aware of harm and damage caused to environment and sociocultural around

attraction place. Promoting alternatives or choice of traveling way for tourist with low impact on the environment or ecosystem such as walk, cruise, local bus or train. It also helps local economy and create

sustainable communities.

5.4 Promotion: the marketing promotion for Thai senior tourist should include discounts campaign or

sale promotion for elder tourist, advertise or announce through television, mobile phone, mobile devices,

internet, and traveling magazines. Accordance with thought of Belz & Peattie (2012), the growing of online

media and proactive marketing sale promotion, especially the increasing of online social media usage, will allow

tourist easily access to tourism information, download the brochures, collecting discount ticket in portable

devices which portable or mobile devices are communication tools that also reduces impacts on environment.

5.5 Participant: those participating in the services for Thai senior tourists should be polite and

courteous in services, understanding elder tourist customer health and condition, have number of staffs enough

and adequate with group of elder tourist and needs. Additionally, it should be considered about senior tourist travel or transportation with other passengers or group of tourist. As Pomering, Noble, & Johnson (2011) said

participant essential for tourism is employee or staff management especially acquiring or selection processes,

training process, and human resource management. Human resource management is need to offer several

services to meet customer and tourist needs. However, Middleton & Hawkins (1998) recommended according

participants in tourism services, a group of participants is including host community. The local community in

travel attraction place is whether possibly part of local tourism business or not. Moreover, a polite and friendly


interaction between local community and tourists are led to good experiences and vice versa. Therefore,

marketing is suit communication an information for internal employees, customer, and external stakeholder such

as local tourism community. These is one of Service Delivery process.

5.6 Physical evidence: in Thai senior tourist physical evidence or environment, there is need to be

provided secured walk path, local cultural decoration, sufficient parking spaces, and building design where support for seniors and disabled tourists. Accordance with the opinion of Bowie & Buttle (2011), physical

evidence is tangible assets or external building such as landscape design, lighting decoration, and furnishings.

Physical evidence can influence customers believes and feelings about services. There is also effect customer

behavior and staff service process. The design of physical environment should be considered seniors and

disabled tourists which provided facility for mobility purpose. Besides, Buhalis (2000) suggested the essential

element of attraction appearance is community sustainability resources. The cultural design will enhance an

appearance of its attraction places and surround.

5.7 Process: service process for Thai senior tourists should be considered about using clean energy or

renewable energy, automatic switch off in accommodation or room, availability of services for elderly tourists,

early response in service process. Accordance with opinion of Pomering, Noble, & Johnson (2011), In the

content of service process, for instance, room or accommodation reservation through internet, using clean

energy or renewable energy such as solar power or wind power in services which including low-emission and

energy-efficient transportation, using automatic switch sensor to turn on and off lights, using sign that mention

about energy saving such as a sign for reuse tower or sign for saving water usage. There are improve and

increase customer and tourist involvement of environmental saving.

5.8 Packaging: a tourism packaging design for Thai senior tourist should be made easy and comfortable

for customer or tourist, easily to travel planning, uncomplicated for budget planning, and involving expert and

experienced staffs in tour. The successful tourism packaging design (Morrison, 2002) is tour package that have

well-planning, good scheduling, and meet customer needs. Furthermore, Pomering, Noble, & Johnson (2011)

support a concept tour package bring about customer conveniences, produce competitive differentiation, and

lead to efficient customer needs management and service production management.

5.9 Programming: Appropriate pattern of special event or festival for Thai senior tourist is special

event or festival related with religion, culture and tradition, agriculture, and healthy. Morrison, 2002,

emphasized design programming will develops special activities, event, or program that increase customer

purchasing and interesting in packages or services. Mostly, it is appeared in term of special events or symbolic

festival at tourist attraction. Nevertheless, in general of tour activity design or plan (Pomering, Noble, & Johnson, 2011) is one of tour packaging which produce an increasing of customer purchase and need, rising

overall revenue, and shrinking an uncertainty according low season period. There causes employee hiring

assurance during low season or non-tourist season.

5.10 Partnership: senior tourism partnership includes business-to-business partnership to contribute

senior tourist service, business-to-community partnership to cause tourism sustainability, and business-to-

government partnership to establish tourism information center for Thai senior tourist. Partners (Tirca,

Stanciulescu, & Chis, 2009) are the elements associated with concept of collaboration and network

development. There is interaction activity between tourism business stakeholders through mutual agreement and

standard. A mutual agreement and standard produce specific accomplishment together in partnership.

Partnership advances to aware of environmental and sociocultural impact of attraction place such as

collaboration between airline business, credit card business, hotel business which use customer information and

data together.

6. Conclusion

Thailand population structure becomes to senior society as the result of longer longevity and birth rates

decline. There brings group of elderly population segment is importance for tourism because elderly population

group is retirement group who have traveling time and income from pension or saving money. There causes an

impact on tourism management to adapted with senior tourists. On the other side, the emergence of sustainable

marketing concept gives an awareness of social and environment responsibility. While businesses can be

profitable and competitiveness. Sustainability Marketing is extending perspective of traditional marketing as

marketing tools to produce economic profit for business along with environmental conservation and social

responsibility for business. Thereby, sustainability marketing for senior tourist is consist of 10P’s is Product,

Price, Place, Promotion, Participation, Physical evidence, Process, Packaging, Programming, Partnership. The

study summarizes proposed model of sustainability marketing for senior tourism as following figure 1.


The study outcomes are expected to be beneficial to business services, travel, and accommodation

according determining the marketing strategy for senior tourists and marketing strategies to produces

sustainability for business. For next research recommendation is should be repeated on the point of the

marketing mix of senior tourist sustainable tourism in Thailand in order to assure consistency of sustainability

marketing mix for Thai senior tourism or study a concept of the sustainability marketing of foreign senior

tourists, long stay tourist, or other group of tourist such as the eco-tourists and adventure tourists, health tourists,

or a group of wedding and honeymoon tourists.

46

Acknowledgments

The authors would like to thank National Research Council of Thailand for financially supporting this

research.

References

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