Marketing Mix Factors Affecting International Tourists in Choosing Kitesurfing at Hua Hin in Prachuap Khiri Khan Marketing Mix Factors Affecting the Decision to Travel for Choosing Kitesurfing of International Tourists at Hua Hin in Prachuap Khiri Khan

Abstract

This research aims to 1) study the behavior of international tourists who are interested in going kitesurfing in Hua Hin District, Prachuap Khiri Khan Province, 2) to study the marketing mix factors that affect international tourists' decision to go kitesurfing, 3) to compare the marketing mix that influences international tourists' decision to go kitesurfing in Hua Hin District, Prachuap Khiri Khan Province, Classified by demographic factors, and 4) to study the relationship between the behavior of international tourists and the marketing mix factors that affect international tourists' decision to go kitesurfing in Hua Hin District, Prachuap Khiri Khan Province. The sample used in the study was 400 international tourists who came to kitesurfing in Hua Hin District. This research used a questionnaire as a tool for data collection. And used sampling statistics to analyze the data frequency, percentage, mean, standard deviation, t-test, and one-way ANOVA test. The findings are marketing mix factors affecting international tourists’ decision to go kitesurfing in Hua Hin District are at a high level. The price factor is at the highest level, follow by distribution channels, product, and marketing promotion factors. The behavior of international tourists who are interested in going kitesurfing in Hua Hin District are terms of the length of stay in Hua Hin while kitesurfing, the frequency of traveling to Hua Hin in the past 5 years, type of kitesurfing, and purposes that are correlate with the marketing mix factors at the statistical significance at the 0.05 level.