THE RELATIONSHIP BETWEEN FACTOR OF MARKETING MIX AND THE DECISION TO USE THE OUTBOUND TRAVEL AGENTS SERVICE AMONG SENIOR TOURISTS

Abstract

This study aimed (1) to study tourist behavior, (2) marketing mix factors of senior tourists using out - bound travel agents’ services, and (3) the relationship between Marketing Mix and the decision to use the outbound travel agents service among senior tourists. For this quantitative research, the data were gathered by collecting questionnaire among 217 samples of tourists whose age over 50 years old and had used the service of outbound travel agents in 5 companies. The research instruments were questionnaire with content validity (IOC) range from 7.33 - 1.00. The data were collected by purposive sampling. Data were analyzed by frequency, percentage, mean and standard deviation and the Pearson correlation coefficient (r) method was used to determine the degree of correlation. The study was found that most senior tourists earned an average monthly income of more than 35,000 baht. They spend approximately 4 - 7 days traveling, and the average cost of purchasing a tour package is 15,001 - 44,999 Baht. In terms of marketing mix factors, it was found that the senior tourists put the greatest emphasis on meeting the needs of the customers and creating the experiences. And they believe that traveling abroad using an outbound travel agent is much safer than traveling by themselves, which is the factor that influences their decisions the most. The results of the relationship analysis between the factors of marketing mix among the senior tourists and the decision to use the outbound travel agents was found as a positive relationship in every factors. The factors that were found the most positive are customer needs and experience. It was in a moderately positive correlation (r = .514). The second factor that was found positive were convenience and responsiveness. There was a positive relationship at a moderate level (r = .446). The last factors were consumer cost and exchange value were found a low positive correlation (r = .446). Suggestions from the researcher is that tourism operators should choose a tourist attraction or accommodations that have facilities to accommodate groups of elderly tourists, especially for example toilets for the elderly, wheelchair ramp, etc. and accelerate the creation of senior tourist strategies, as they have a high purchasing power and will develop to a higher number in the future.