Tourism Behavior and Services Marketing Mix Factors Affecting Decision Making for Cultural Tourist Attractions in Lampang Province

Abstract

The objectives of this research studied the tourist behavior and marketing mix factors affecting decision making for cultural tourist attractions in Lampang Province. The questionnaires were used as the instruments to collect data from 400 tourists who had been chosen by Accidental Sampling, Data were collected through the distributed questionnaires among the tourists and later subjected to the statistical analysis with Frequency, Percentage, Mean and Standard Deviation, including the Hypothesis Testing with One-way ANOVA and Multiple Regression Analysis to find the Effect Value between variables. 

Research findings suggest that most samples were females, aged between 26–40 years, with Bachelors’ degree educational level, being civil servants who earned monthly income 10,000-20,000 baht. The cultural site most visit is Wat Phra That Lampang Luang, next, Wat Phra Kaeo Don Tao and Wat Chedi Sao Lang, respectively. The findings on tourists’ behavior reveal that majorities travelled by private automobiles with the families/ relatives during Saturday-Sunday and visiting the area more than twice to pay respect to the holy places. As for the study on marketing mix factors, overall results found at high level, having the most significant factor in tour products, followed by tour sites advertising and tour costs, respectively. Hypothesis results found the tourist behavior affect decision-making for cultural tourist attractions in Lampang Province. With statistical significance at 0.5 level, the marketing mix factors found affect decision-making for 47.0 percent, most affect decision-making consisted of public relations, accessing tourist attractions, tour products, personnel and servicing process, respectively. As physical environment and tour costs. The direction for managing cultural tourism in Lampang are publicize cultural tourist attractions via website, prices of food and accommodation are suitable, clear road signs, the landscape is a mess and Wi-Fi services.