The Factors Affecting the Decision to Visit the Muay Thai Show of Foreign International Tourists
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Abstract
This article aimed to study 1) the factors that affect the decision of international tourists to visit the Muay Thai show. 2) To study the relationship of factors affecting international tourists' decisions to attend Muay Thai shows. This research is quantitative research, and the samples used in the research are 1) a marketing mix factors questionnaire that affects the decision of international tourists to visit the Muay Thai show and 2) a decision questionnaire for international tourists who visit the Muay Thai show. The statistics used in the analysis are 1) descriptive data statistics (percentage), average (), standard deviation (S.D.), and multiple regression. Research results found that 1) in terms of marketing mix factors (7P), a very high level of effect was found (
= 4.16, S.D. = 0.63); 2) in terms of the decision of international tourists to visit the Muay Thai show, a very high level was found (
= 4.03, S.D. = 0.61); and 3) the multiple regression analysis found that physical components, people, places, and processes were significantly related to the decision to visit the Muay Thai show at the .05 level.
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