Marketing Mix Factors Affecting Tourist Decision-Making Behavior in Nan Province
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Abstract
In the context of post-pandemic tourism recovery and the shifting preferences of quality-oriented travelers during 2023–2024, this study examines the influence of marketing mix factors on tourists’ decision-making behavior in Nan Province, Thailand. Nan is increasingly recognized for its distinctive cultural heritage, tranquil slow-life atmosphere, and well-preserved natural environment, making it an appropriate setting for analyzing contemporary travel motivations. The study aims to (1) identify key elements of the marketing mix that shape tourists’ travel decisions and (2) compare the effects of these factors across demographic groups defined by gender, age, educational attainment, occupation, and monthly income. Data were collected from 400 domestic and international tourists who visited Nan Province between late 2023 and early 2024 using a structured questionnaire. The analysis employed descriptive statistics, independent-sample t-tests, one-way ANOVA, and multiple linear regression. The results indicate that overall marketing mix factors were perceived as highly important in influencing travel decisions. Among these, physical evidence, people, and distribution channels emerged as the most influential components. Physical evidence, such as preserved heritage sites, authentic local products, and immersive cultural experiences, received the highest ratings, reflecting tourists’ strong preference for authenticity and experiential value consistent with current cultural tourism trends. Conversely, price was identified as the least influential factor, suggesting that visitors to Nan Province prioritize quality, uniqueness, and meaningful experiences over cost considerations. Tourists also reported a high intention to revisit and recommend the destination, with word-of-mouth communication playing a critical role in destination promotion in the digital era. Significant differences in decision-making behavior were found across age, education, occupation, and income groups, while gender showed no statistically significant effect. Regression analysis revealed that only the process component, particularly service efficiency related to online booking systems, transportation coordination, and responsive customer service, had a significant positive effect on decision-making behavior (p < 0.05), explaining 8% of the variance. These findings suggest that tourism stakeholders in Nan Province should prioritize efficient service processes, maintain high-quality physical environments, and invest in skilled tourism personnel to enhance satisfaction, loyalty, and destination advocacy. Future research should expand this framework to other provincial destinations and incorporate digital marketing dynamics, sustainability practices, and community-based tourism experiences.
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