Marketing Factors Influencing Decision Making on Buying Street Food of Thai Tourists in Prachuapkhirikhan and Phetchaburi Province

Abstract

      The objective of this research was to study integrated marketing communication factors influencing decision making on buying street food of Thai tourists in Prachuapkhirikhan and Phetchaburi Province. The research was a quantitative research by using a questionnaire to collect data from the Thai tourists buying the street food in Prachuapkhirikhan and Phetchaburi Province. The samples, randomized by convenience sampling, were 400 Thai tourists buying the street food in Prachuapkhirikhan and Phetchaburi province. The statistics used to analyze data were frequency, percentage, mean, standard deviation, and the inferential statistics were multiple regression analysis.

The research findings were as follows.

            The findings showed that the integrated marketing communication factors in the overall were at a high level. When each aspect was considered, the findings indicated that  internet/ media responding was important at the first priority, followed by salesperson, passing the words to other people, and being supporters in marketing, direct marketing, at the point of sale, marketing promotion, inserting product brands or services in the plays or in the theaters, broadcasting media—television/radio, outdoor media, public relations/news and publications—newspapers and magazines, respectively. All of the factors influenced the decision making on buying the street food of Thai tourists in Prachuapkhirikhan and Phetchaburi province with statistical significance at the level of 0.05.

Keyword: Integrated Marketing Communication, Decision Making Processes, Street Food