Integrated Marketing Communication and Tourism Incentives Effect Tourism Decision Making Through the Saket Nakhon Tourism Triangle Project in Roi Et Province

Abstract

This research consists purposes were 1. to study integrated marketing communication among tourists through the Saket Nakhon Tourism Triangle project in Roi Et Province 2. to study tourist motivation through the Saket Nakhon Tourism Triangle project in Roi Et Province 3. to study tourist decision-making through the Saket Nakhon Tourism Triangle project in Roi Et Province and 4. to study integrated marketing communication Effect tourist decision-making through the Saket Nakhon Tourism Triangle project in Roi Et Province Province. This study employed a quantitative research design. The research instrument was a questionnaire and the sample consisted of 377 tourists visiting the Saket Nakhon Tourism Triangle Project across three districts in Roi Et Province. The sample size was determined using the Krejcie and Morgan (1970) sample size table and obtained through accidental sampling. The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean and standard deviation. In addition, an F-test was conducted and the research hypotheses were tested using multiple regression analysis. The research findings revealed that 1) Overall integrated marketing communication was rated at a high level (x̅ = 4.06, S.D. = 0.93) 2) Tourism motivation was rated at a high level (x̅ = 4.09, S.D. = 0.97) 3) Tourism decision-making was rated at a high level (x̅ = 4.10, S.D. = 0.94) and 4) Regarding the impact of tourism motivation on tourists’ decision-making through the Saket Nakhon Tourism Triangle Project in Roi Et Province, it was found that all four independent variables (attractions, accommodation facilities and activities) significantly influenced the dependent variable, namely the tourists’ decision-making through the Saket Nakhon Tourism Triangle Project in Roi Et Province.