Tourist behavior and marketing mix factors used by Vietnamese tourists to make decisions to traveling in Bangkok

Abstract

The study of “Tourist behavior and marketing mix factors used by Vietnamese tourists to make decisions to traveling in Bangkok”aims to: 1) to study tourist behavior of Vietnamese tourists, 2) to study tourism marketing mix of Vietnamese tourists, 3) to compare demographic with tourist behavior and tourism marketing mix of Vietnamese tourists used to make travel decisions in Bangkok.Quantitative research was employed. This study used              a convenience sampling method from 400 samples with a questionnaire. Data analysis using percentage values, mean and Standard deviation. The statistical method of Chi-square, t-test, and One-way ANOVA was used in the hypothesis testing. The results was found the majority of Vietnamese tourists female, aged between 21 – 30 years, single status, with a bachelor degree, working in merchant and self-employed and monthly income less than 8,000,000 Vietnamese dong / 10,000 baht. The tourist behavior of Vietnamese tourists results were found the majority Vietnamese tourists mostly choose to travel to Pratunam Market, with friends group, travel during vacation leave, average budget per day less than 5,000 baht, the duration of the tour is 1 - 5 days, stay overnight at the hotel, interest in cultural tourism, find attraction information through the Internet and will repeat traveling in Bangkok. The highest average level of the tourism marketing mix was place followed by people, product, promotion, price, physical evidence, and process. The result of relationship testing between demographic and tourist behavior found the difference in age, education level, and occupations had a significant difference in tourism behavior at the 0.05 level. The difference in gender, age, status, and monthly income had a significant difference in tourism behavior at the 0.01 level.The difference in age, status, and monthly income had a significant difference in tourism behavior at the 0.001 level. The comparison between demographic and tourism marketing mix found the difference in age, education level, occupations, and monthly income had a significant difference in tourist behavior at the 0.05 level. The difference in age, education level, and occupations had a significant difference in tourist behavior at the 0.01 level.