Service Marketing Social and Cultural, and Psychological Factors Affecting Community Participation of Temples in Chiang Mai Province

Abstract

The objectives of this research were to analyze the difference between the personal factors and the community participation of the temples in Chiang Mai province and to analyze the influence of the service marketing, social and cultural, and psychological factors affecting the participation of the temple community in Chiang Mai province. The samples were 400 participants of the temple community in Chiang Mai province, using multi-stage sampling. Data were collected by questionnaires. The data analysis were descriptive statistics, which consisted of frequency, percentage, mean, standard deviation, t-test, F-test and multiple regression equations. The results found that the difference between the personal factors and the community participation of the temples in Chiang Mai province were in terms of gender, age, occupation, monthly income/month, the person introduced to the temple and education level. Service marketing factors were location and time, and service marketing/marketing promotion/public relations; social and cultural factors were reference group and social class and psychological factors were motivation factors, influencing the involvement of the community participation in Chiang Mai province.