Confirmatory Factor Analysis of Marketing Mix Factors and Travel Intention toward Tourism in Chonburi Province
Keywords:
Chonburi Province Tourism, Components of Tourist Attractions, Marketing Mix, Travel IntentionAbstract
This research aimed to study the components of tourist attractions and marketing mix factors affecting tourists' intention to travel to Chonburi Province. Data were collected from 400 tourists who had visited Chonburi Province through online channels, specifically Facebook pages related to tourism in Chonburi Province. A questionnaire was used as the research instrument. The data were analyzed using descriptive and inferential statistics. Confirmatory Factor Analysis (CFA) and multiple regression analysis were employed to analyze the relationship. The results revealed that the majority of respondents were female (244 participants), aged 21–30 years, with a monthly income of 10,001–25,000 baht. The tourism component factors affecting tourists’ intention to visit were attractions ( ). The marketing mix factors affecting tourists’ intention were products and services ( ).
The results of Hypothesis 1 testing using Stepwise Multiple Regression Analysis revealed that the three components of tourist attractions affecting tourists’ intention to visit Chonburi Province were attractions, facilities, and accessibility. They could significantly predict the tourists’ intention at the 0.05 level. The results of Hypothesis 2 testing using Stepwise Multiple Regression Analysis revealed that the marketing mix could significantly predict the tourists’ intention to visit Chonburi Province in four aspects: products and services, price, location, and promotion, at the 0.05 level.
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
