EFFECTS OF MARKETING MIX ON THAI TOURISTS WHO TRAVELING TO PHRA TAT NADUN AT NADUN DISTRICT IN MAHASARAKAM PROVINCE

Abstract

This research aimed: 1. to study the personal factors that affect Thai tourists' decision-making. Phra That Na-na view, Maha Sarakham District, 2. to learn the importance of a marketing mix that was affected by Thai tourists in the tourism section of Na-San, Maha Sarakham. The respondents in this research were to Thai tourists on the tourist attractions of Na-San, Maha Sarakham Province by using a quantitative research design. The statistics used to analyze the data were descriptive statistics, including average percentage values.

The study was found that most of the respondents were female, aged between 30 - 39 years old married with bachelor degree or equivalent, a private employees / contractor and have estimated income 15,001-20,000 baht per month. The sample group’s opinions about tourism marketing mix factors affecting the decision of Thai tourists in traveling to Phra That Na Dun, Na Dun District. Mahasarakham province, in overall, were at the highest level (mean = 4.51). When considering in each aspect, it was found that the aspect with the highest average value was personnel, knowledgeable staff (mean = 4.59) in the distribution channel. The relics were beautiful Good environment (mean = 4.59), followed by Product Relics were beautiful, interesting (mean = 4.54) in terms of price, having mental value Reasonable price souvenirs (average = 4.50) in terms of physical components, peaceful atmosphere (average = 4.49) in the process of providing services Personnel provide accurate and fast information (mean = 4.47) and the least mean area was marketing promotion. Publicize through various media (average = 4.41) respectively, the test results the assumption found that Personal factors of Thai tourists in terms of age, occupation, monthly income the differences in marketing mix affect the decision of Thai tourists in traveling to Phra That Na Dun, Na Dun District, Maha Sarakham Province. The hypothesis can be accepted with statistically significant level at 0.05. As the personal factors of Thai tourists in terms of gender, status and education level, were different and did not affect the marketing mix that affects the decision of Thai tourists in traveling to Phra That Na Dun, Na Dun District, Maha Sarakham Province Different Therefore it was not consistent with the research hypothesis.