Factors Affecting Buying Decisions on Local Souvenirs in the Category of Jewelry to Promote Tourism in the Lower Northeastern Region of Thailand
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Abstract
This article aims to study the factors that influence people's decisions to purchase Local souvenirs of jewelry in Thailand's lower northeast. The sample group of 1,200 people included Thai tourists who had visited the lower northeastern region. Use questionnaires as a tool to collect data. Descriptive statistics were used to describe general information and local souvenir-buying behavior, and inferential statistics through the Logit Model were used to study the variables influencing the purchase of jewelry. The study's findings revealed that most of the sample groups were females, between the ages of 31 - 40, with a bachelor's degree and a monthly wage ranging from less than 10,000 - 30,000 Baht. In terms of the perceived value of local souvenirs and attitudes towards local souvenirs, it was at the highest level. Resources used to find information on purchasing local souvenirs found that most of the samples searched for information from social media as the most. As for the variables influencing the decision to purchase local souvenirs of jewelry, gender (GEN), age (AGE), income (INC), the perceived value of local souvenirs (PER), and attitude towards local souvenirs (ATT) were statistically significant at 0.05.
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