The influence of service marketing mix on Korean cuisine traveling intention among the generation Z of Thai population
Keywords:
Service marketing mix, Cuisine traveling intention, Generation Z Thai populationAbstract
PURPOSES: To investigate the level of Korean cuisine traveling intention, compare Korean cuisine traveling intention with social-economic background, and study the influence of service marketing mix on Korean cuisine traveling intention among generation Z of Thai population. METHODS: It was a sample survey research. The questionnaires were collected from 709 respondents who were generation Z of Thai population which were selected by multistage sampling technique. RESULTS: It was found that generation Z of Thai population had a high level of Korean cuisine traveling intention. Generation Z of Thai population who had different genders were different in Korean cuisine traveling intention significantly (p<0.05). The service marketing mix influenced Korean cuisine traveling intention among generation Z of Thai population significantly (p<0.01). THEORETICAL/POLICY IMPLICATIONS: Travel agencies or people involved in the tourism business could use the research results as guidelines for appropriately organizing Korean cuisine traveling for generation Z of Thai population.
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