Marketing Mix Factors Affecting the Decision-Making of Tourists at Khlong Ong Ang Community, Bangkok ปัจจัยส่วนประสมทางการตลาดที่ส่งผลต่อการตัดสินใจท่องเที่ยว ในชุมชนย่านคลองโอ่งอ่าง กรุงเทพมหานคร
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Abstract
This study aimed to study the marketing mix factors affecting the decision-making of Thai tourists visiting Khlong Ong Ang Community in Bangkok, and to analyze the personal factors affecting the decision-making of Thai tourists visiting Khlong Ong Ang Community. The sample group, derived from random sampling, consisted of 153 people who had experienced visiting Khlong Ong Ang Community. The research tool used was a questionnaire. The statistical devices used were frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and simple linear regression. The results of the study revealed that the marketing mix factors of tourists were at a high level. The decision-making of tourists was at a high level. Regarding personal factors, only gender was statistically different at the 0.01 level of significance. Furthermore, marketing mix factors affected the decision-making of tourists visiting Khlong Ong Ang community, being statistically significant at the 0.001 level by predicting the variation of the decision-making at 73.00 percent.
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