Factors Influencing Marketing Mix to Cultural Tourism in Lopburi Province

Abstract

The objective of this research was to 1. investigate behavior of Thai tourists in Lopburi Province 2. investigate marketing mix affecting the promotion of cultural tourism in Lopburi Province. This research was a quantitative research. A research instrument was a questionnaire to collect data from Thai tourists visiting cultural attractions in Lopburi Province. The population in this study consisted of 400 Thai tourists. The research analyze applies descriptive statistics method to discover frequency rate, percentage rate, average rate, standard deviation, T-test, One-way Anova or F-test which were statistically significant at 0.05 level and had the reliability of 0.89. The results of this study were as follows: 1. In terms of tourists’ behavior, 66.50% of them visited Lopburi for vacation, travelled by a private car. A travel frequency was 2-3 times and the popular days of week for travel was during Saturday - Sunday. They traveled with their family members. A cost per trip was between 3,001 - 5,000 baht. 27.75% of them prefeed religious sites such as Wat Phra Si Rattana Mahathat, Lopburi and Wat Choeng Tha, 2. In terms of marketing mix affecting the promotion of cultural tourism in Lopburi province, Product had influence for famous and well-known cultural attractions. Price had influence for reasonable fee rates for activities of cultural attractions. Place had influence for reasonable opening-closing time of tourist attractions. Promotion had influence for available religious activities to build a positive image for tourist attractions. People had influence for knowledgeable and expert staff in culture. Process had influence for fair and equitable service to tourists. Lastly, physical evidence had influence for easily noticeable and adequate signs or directions installing in areas for tourists.