Marketing Mix Factors Affecting Cultural Tourism in Nonthaburi Province

Abstract

The objectives of this study were 1) to study behavior of tourists visiting cultural tourism in Nonthaburi province, and 2) to study decision making of tourists on visiting cultural tourism in Nonthaburi Province.  The research model is quantitative research. The questionnaires were used to collect the data from 400 Thai tourists visiting cultural tourism in Nonthaburi Province. The data was analyzed with descriptive statistics to gain frequency, percentage, mean, and standard deviation, and inferential statistics by Chi–Square Test, t-test, One-way analysis of variance or f-test at the statistical level of 0.5.

The results of the research revealed that overall examples was affected by process element of the marketing mix at the highest level; and the results of hypothesis testing showed that personal factors, including occupation and monthly income was related to behavior of tourists in cultural tourism in Nonthaburi Province, and found that tourists with different age, education, and monthly income had different decisions on visiting cultural tourism in Nonthaburi Province, and also revealed that tourists ’personal factors such as age, education, occupation, monthly income, and status related to marketing mix of cultural tourism in Nonthaburi Province, respectively.