EFFECTS OF SERVICE MARKETING MIX ON DEICISION MAKING OF STAYING OVERNIGHT TOURISTS AT BANGSEAN BEACH

Abstract

The purposes of this study were to 1) study the characteristics of demography and behaviors of Bangsean beach tourism of Thai tourists, 2) analyze service of marketing mix of Thai tourists who travel to Bangsaen beach, and 3) examine reasons of Thai tourists’ decisions to stay overnight at Bangsaen beach.

         The results were found that 1) most tourists were female, aged 20 – 29 years, single, earned bachelor’s degree or equivalent. They were students and private sector staff. Some of them were employed and some did not earn income. Monthly income was between 15,000 – 20,000 baht; 2) Thai tourist behaviors at Bangsean beach were found that most of them thought that they were likely to return to Bangsean beach. Most of the tourists had level of need in factors of service marketing mix (7P) with decision to travel to Bangsean beach in overall, every topic is at high level ( = 3.57 to = 3.87)  The highest mean scores were found in physical evidence ( = 3.87). Next were product ( = 3.86),  promotion ( = 3.76), process ( = 3.75), chanel and place of selling ( = 3.73), People ( = 3.69) and price ( = 3.57) respectively; and 3) The level of decision to stay overnight at Bangseang beach in overall was at a high level ( = 3.94). These can be rearranged from most to least, as follows companion ( = 4.07), special occasion of close friends, important people and themselves ( = 4.03) vehicle readiness (  = 4.00). Location and atmosphere of accommodation ( = 3.96), the number of holidays and special activities at Bansean beach such as tradition flow sand Bangsean ( = 3.95), financial readiness ( = 3.92), accommodation price ( = 3.87), sale promotion of accommodation ( = 3.86) and discount of accommodation price/ hotel voucher ( = 3.83) respectively.