Marketing Mix Factors of Thai Tourists to The Northern Local Food in Chiang Mai Province

Abstract

The Objectives of this research were 1) to study the demographic characteristic of gastronomy tourist travelling to Chiang Mai province 2) to study the marketing mix that affects northern food of Chiang Mai province and 3) to compare the differences in market mix affecting the northern food of Chiang Mai province, classified by the demographic factors. The sample group was 405 consumers. The questionnaires were used as a study tool. The statistics used in the research were percentage, mean and standard deviation. Moreover, t-Test and F-Test was used to test the differences. Scheffe Analysis. The results of the study revealed that 1) the number of the female who filled the questionnaire is greater that the male. Most of those participants were between 36-50 years old, single, and held a bachelor ’s degree, occupation’s business.2) the marketing mix (10P's) of tourists, the importance of the marketing mix of Thai tourists towards northern local food on the importance of marketing mix factors towards northern local food is at the highest level. When considering each side, it was found that Thai tourists had the most opinions on the importance of marketing mix factors, namely, Particularity (the specificity of the area). Followed by place physical, people, product, process, partnership, price, and program and the aspect that Thai tourists have the lowest level of opinion on the importance of marketing mix factors is promotion.