Marketing Mix Approaches in Behavioural Intention to Souvenir-purchase: A Comparative Study between Thai and Chinese Tourists

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Nimit Soonsan
Pattarin Makka


This study aims to examine the marketing mix to souvenir-purchase and the marketing mix that has an impact towards behavioural intention to souvenir-purchase which can be classified based on tourists’ nationalities. This study employed a mixed-methods design. Quantitative method was used to analyse the data from 400 tourists. The constructs were confirmed by confirm factor analysis and the logistic regression analysis was also used to investigate the relationship between data. Moreover, qualitative method was used to analyse the semi-structure interviews, conducted from ten stakeholders and five tourists. The result shown that place had a positive effect on behaviour intention to souvenir-purchase among Thai tourists, while Chinese tourists gave more important to the promotion that the shops provided to the customers. In addition, qualitative analysis helped emphasis the importance of marketing mix which would assist entrepreneurs and those involving in souvenir business in creating a more successful souvenir business. Implications of the study results are discussed and directions for future research provided.


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