2.4 Instrument selection Data collection Data analysis The level of important to be measured 51 CONTENTS (CONTINUED)

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1 CONTENTS Contents viii List of Tables xi List of Illustrations xiii List of Abbreviations and Symbols xiv Chapter 1. Introduction Background Related Literature Long stay market Real estate market Real estate market in Thailand Marketing for real estate Consumer markets and buyer behavior Related Research Conceptual research framework Objectives of the study Significance of the study Data sources Limitations of the study Scope of the study Definition of terms Marketing mix for the study Methodology Target Population Sample size Sampling method 48 viii

2 2.4 Instrument selection Data collection Data analysis The level of important to be measured 51 CONTENTS (CONTINUED) Pag e 3. Results Introduction Research finding Factor that influence long stay tourists and expatriate s 52 Decision making in choosing real estate in Phuket Real estate developer The relation of marketing mix and personal factors Respondents comments from long stay tourists and expatriates Respondents comments from real estate developers Summary Introduction Summary Conclusion of the study result from long stay tourists and 100 expatriates Conclusion of the study result from real estate developers Discussion Objective Objective Objective SWOT analysis of real estate in Phuket Summary of SWOT analysis Recommendation 117 ix

3 4.5.1 Recommendation of Marketing Strategies for 117 Real Estate Developers Recommendation for the government and provincial Recommendation for further study 121 CONTENTS (CONTINUED) Pag e Bibliography 123 Appendices 129 A: General information of Phuket 130 B: Phuket tourist map 142 C: Real estate developers in Phuket 143 D: Questionnaires for Long Stay Tourist and Expatriates 146 E: Questionnaires for real estate developer 152 Vitae 160 x

4 LIST OF TABLES Tabl e 1.1 International tourists arrival to Thailand from Target population of real estate develop in Phuket Sample size of long stay tourists and expatriates in Phuket Social-demographic profiles of respondents Tourism behaviors among long stay tourists and expatriates Country of residence among long stay tourists and expatriates in Phuket Area of residence among long stay tourists and expatriates in Phuket Favorite styles of architecture and expense per month for accommodation The access to information of the accommodation by long stay tourists 61 and expatriates 3.7 Importance level of Product factors among Long stay tourists Importance level of Price factors among Long stay tourists Importance level of Place factors among Long stay tourists Importance level of Promotion factors among Long stay tourists Importance level of People factors among Long stay tourists Importance level of Physical Evidence factors among Long stay tourists Importance level of Process factors among Long stay tourists Important level of each marketing mix factors among long stay tourists 72 xi

5 respondents in choosing real estate in Phuket 3.15 Important level of each marketing mix factors among expatriates respondents 73 in choosing real estate in Phuket 3.16 Data collection s areas of real estate development Characteristics of qualified real estate development in Phuket 75 LIST OF TABLES (CONTINUED) Table 3.18 The architecture style of the qualified real estate development in Phuket The advertisement method employed by real estate development Important level of product factors to real estate developer Important level of price factors to real estate developer Important level of place factors to real estate developer Important level of promotion factors to real estate developer Important level of person factors to real estate developer Important level of physical evidence factors to real estate developer Important level of process factors to real estate developer Important level of each marketing mix factors among real estate developers The relation of important level of marketing mix factors and gender of 85 sample respondents 3.29 The relation of important level of marketing mix factors and age of sample 86 respondents 3.30 The relation of important level of marketing mix factors and marital status 87 of sample respondents 3.31 The relation of important level of marketing mix factors and education level 88 of sample respondents 3.32 The relation of important level of marketing mix factors and occupation of 89 sample respondents 3.33 The relation of important level of marketing mix factors and income per 90 year of sample respondents xii

6 3.34 The relation of important level of marketing mix factors and 91 nationality/hometown of sample respondents 3.35 Recommendation to real estate developer Recommendation to the Thai government The recommendation from real estate developer of real estate s problem The opinion of real estate developers toward this market group in Phuket 98 LIST OF ILLUSTRATIONS Figures 1.1 Number of visitors to Phuket from The tourism revenue for Phuket from Long stay model Type of Phuket residents housing during The number of land transfers, including land with existing buildings 21 during The number of high-end villa market and unit sold in Phuket Model of buyer behavior Maslow s hierarchy of needs Model of buying decision process 38 xiii

7 LIST OF ABBREVIATIONS AND SYMBOLS BOI: CRM: CPF: REIC: SPSS: URL: UK: US: US$: USA: WTO: TAT: NSO: Board of Investment Customer relationship management Central Provident Fund Electronic Mail Real Estate Information Center Statistical Package for Social Sciences Universal Resource Locator United Kingdom United States US Dollars United States of America World Tourism Organization (currently UNWTO) Tourism Authority of Thailand National Statistic Office xiv