Marketing Factors Influencing the Decision-Making Process of Thai Tourists towards Buddhist and Cultural Tourism in Bangkok
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Abstract
This research aimed to: (1) study of marketing factors in Buddhist and cultural tourism in Bangkok; (2) study of decision-making regarding Buddhist and cultural tourism in Bangkok; and (3) study of the influence of marketing factors on decisions to travel to Bangkok for Buddhist and cultural tourism. This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 400 Thai tourists, selected through purposive sampling. Data were analyzed using frequency, mean, and standard deviation, together with t-test, F-test, and multiple regression analysis. The research results were found as follows;
1) The overall marketing factors for Buddhist and cultural tourism in Bangkok are at a high level. The aspect with the highest average score is tourism products.
2) The overall decision-making process for Buddhist and cultural tourism in Bangkok is at a high level. The aspect with the highest average score is the decision to travel.
3) Marketing factors in tourism include tourism products, tourism promotion, human resources in the tourism industry, the aggregation of tourism services, the organization of events to attract tourism, and the creation of business partnerships. These six factors account for 70% of the influence on Thai tourists' decisions to engage in Buddhist and cultural tourism in Bangkok.
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