Marketing Mix Factor and Tourism Demand Affecting Decision Making Behavior of Tourists in Visiting Khiriwong Nakhon Si Thammart Province

Abstract

      The study of Marketing Mix Factor and Tourism Demand Affecting Decision Making Behavior of Tourists in Visiting Khiriwong Nakhon Si Thammart Province aimed 1) to study marketing mix factor, tourism demand and decision making behavior of tourists in visiting Khiriwong Nakhon Si Thammart Province. 2) to analyze marketing mix factors that affecting decision making behavior of tourists in visiting Khiriwong Nakhon Si Thammart Province. 3) to analyze tourism demand that affecting affecting decision making behavior of tourists in visiting Khiriwong Nakhon Si Thammart Province. The research samples were 384 tourists who come to travel in Khiriwong Nakhon Si Thammart Province, by using a systematic random method. Research instrument was a questionnaire. The Cronbach Alpha Coefficient of the questionnaire was 0.966. The descriptive statistics were mean, standard deviation and used multiple regression analysis for inferential statistics.

      The marketing mix factor included Product factor, Place factor and Promotion factor effected the decision making behavior of tourists in visiting Khiriwong Nakhon Si Thammart province at the 0.01 statistically significant. And the Tourism Demand included internal factors and external factors effected the decision making behavior of tourists in visiting Khiriwong Nakhon Si Thammart province at the 0.01 statistically significant.