Elephant tourism is very famous in Thailand but it can pose difficulties regarding ethical issues from an animal welfare stand point. In order to address the problem it is important for marketers to have tourists understand the real meaning of elephant camp activities. With the goal of making the highest productivity use of marketing communication (MC) tools for elephant camp business the focus of this study is to examine the productivity from different kinds of MC tools and purchasing decisions of tourists in relation to Thai elephant camp’s services and products involving a case study of Ayutthaya Elephant Palace & Royal Kraal. This study employs qualitative method to cluster the data by in-dept interview from two administrators of the elephant camp 20 Thai tourists three foreign tourists and eight tourist guides. The results show a preference in order for purchasing the elephant camp’s services and products from public relations personal selling sale promotion and advertising respectively. In addition most of the key informants agree that mass media and social media are the most powerful MC tools. On the other hand advertising through brochure billboard and poster is less effective than other MC tools. Along with content marketing MC tool selecting is one of the important ways to turn Thailand’s elephant tourism into a more successful industry.

The objectives of this study are (1) to investigate the demographic characteristics and decision for service of animal hospitals in Bangkok and (2) to explore the relationship of marketing communication tools and decision for service of animal hospitals in Bangkok. The methodology of this study is survey research. Data are collected through questionnaire. The sample of this study is 400 people consisting mostly of females; those aged 21-30 years; those with married or living together status; those graduated with bachelor’s degree; private employees; and those with monthly income of 10001 to 20000 baht. Questionnaire reliability is tested through Cronbach Alpha Formula. Data are analyzed through descriptive statistics including frequency percentage mean and standard deviation. Quantitative data analysis is conducted through difference testing by using T-test F-test and relationship testing by using Chi-Square with a statis-tical significance level of 0.05. Data are processed through statistical programming. The results of this study indicate high placement of the importance of marketing communication tools affecting service decision making. Sale force and problem awareness have the highest mean scores. Hypothesis testing shows that different personal factors including gender age and monthly income give rise to different decisions in relation to use of service. The relationship testing reveals that the overall marketing communication tools variable is positively related to decision to use service. The relationship between problem awareness and decision to use service is at the highest level.

ABSTRACT This independent study has 3 main objectives to study the following aspects: 1) the qualifications of successful showroom salespersons 2) the communication process of successful showroom salespersons 3) the application of marketing communication process as the tool to enhance successful showroom salespersons sales’ techniques. Samples were 10 successful showroom salespersons and 5 showroom sales supervisors of Boonthavorn Ceramic Co.Ltd. Pinklao Boonthavorn Ceramic Co.Ltd. Pinklao Branch . The study was conducted through the observation and interview to gather data for analyzing and presenting as an essay. The independent study yielded the following results: 1) The qualifications of successful showroom salespersons were indifferent from the ideal qualifications of regular salespersons based on Boonthavorn Ceramic 4 core values strategies for building personality. These core values are related first to friendliness as being friendly and helpful person; whereas creativity represented constructive ideas while passion is the determination and enthusiasm and last the expertise that involved skills in performing tasks. Furthermore more qualifications were found as parts of specific personality of successful showroom salespersons such as having a sense of humor and ability to read the house plan. 2) The communication process of successful showroom salespersons mainly focused on the analytical process of customers qualifications by classifying customers based on customers’ buying preferences and habits with follow-up customer service plans that tailored to each customer’s needs. 3) The successful showroom salespersons applied the communication process that Boonthavorn Ceramic Co. Ltd. had been developed for specific sales. Nonetheless they were unable to fully comprehend the proper function and use of this marketing communication tool to derive at full benefit because of their reactive communication with other departments so sale efficiency was under achievement. The above-mentioned statements could be reviewed and edited for the preparation of introductory documents manuals and training materials to further improve overall potentials of showroom salespersons. Furthermore the company had developed the transparent guidelines for managing different departments namely Sales Marketing Communication and Human Resources so they could integrated their performances for better results.

The study is on “Satisfaction to Marketing Communication Tools : A Case Study of Business Organization of the Office of the Welfare Promotion Commission for Teachers and Educational Personal (BOWT)”. The aims of the study were (1) to study the level of exposition on education information as well as the level of satisfaction of marketing communication tools of BOWT (2) to compare the satisfaction towards marketing communication tools of BOWT among groups with different demographic characteristics and (3) to study the relationship between the exposition of education information and the satisfaction towards marketing communication tools of BOWT. The method of data collection had been carried out through questionnaire survey. The sampling groups consist of 400 teachers professors and instructors. The findings showed that the sampling groups received information on education at the moderate level. The highest exposition level is on general education information followed by information on production and distribution of BOWT goods and general information respectively. The satisfaction towards marketing communication tools in general was rated as “high”. For different marketing communication tools the highest level of satisfaction was rated on sale representatives who gave any information at the ( ง ) point of purchase of BOWT. The high level was rated on leaflets and catalogues. The low level was rated on newsletter or “Suksapan News” which was sent through postal mails. Moreover it was found that certain factors include age level of education employment duration office agencies/units and monthly income affected the satisfaction towards marketing communication tools with statistical significance at 0.05 level. The overall information exposition was in line with the satisfaction towards marketing communication tools at the “high” level. Also it was found that marketing communication tools through website (www.suksapan.or.th) poster / banner leaflet / catalogue newsletter of “Suksapan News” BOWT training programs and public relation news affected the exposition of education information in 3 areas i.e. general education information production and distribution of BOWT products and other general information. The marketing communication through sale representatives of BOWT affected the exposition of education information in 2 areas i.e. general education information as well as information on production and distribution of BOWT products.