EFFECTS OF THAI TOURISTS’ MOTIVATION ON TOURISM AT KONG KONG MARKET IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

The purpose of this qualitative research was to study general information, marketing mix, and composition of tourist attractions of Thai tourists in traveling to visit the Kong Kong market Phra Nakhon Si Ayutthaya. Samples were 400 Thai tourists who were selected by convenient sampling.  By using research tools as a questionnaire and the methods of descriptive statistics and inferential statistics in the hypothesis testing, the T - test and F - test values ​​are used. If the statistical significant differences are found, the differences of the mean values ​​are paired with Scheffe method. The results were showed that most of the respondents were female. Under 20 years of age, with single status, bachelor's degree or equivalent. They were student and had an income below 15,000 baht.

           The majority of tourists paid attention to the overall marketing mix at a high level.                 (Mean = 4.37) When considering in each aspect, it was found that the aspect with the highest mean was personnel (mean = 4.55), followed by product and price with the same mean value (mean = 4.44) in the distribution channel (mean = 4.43) in the service process (mean = 4.42) in the physical composition (mean = 4.37) and in the low mean most namely marketing promotion (mean = 4.06) respectively

          The opinions about the components of tourist attractions that affected the motivation of Thai tourists to travel at the Kong Kong market in Phra Nakhon Si Ayutthaya province, in overall, was in a high level (mean = 4.23). When considering in each aspect, it was found that the aspect with the highest mean is the attraction (mean = 4.45), followed by tourism activities (mean accessibility (mean = 4.25), facilities (mean = 4.10), and the least mean aspect was accommodation (mean = 3.96) respectively.

          Opinions about motivation for traveling In terms of push factors and pull factors  In descending order, i.e. want to convey tourism experience to Social Media (mean = 4.47), want to spend the goods in the bend over market  In order (mean = 4.46), to travel to see the bend of the market (mean = 4.41), to travel to see the architecture of the bend of the market (mean = 4.40), and want to experience the taste of local food that is on sale (mean = 4.32)  respectively.