Image and Marketing Mix (7P’s) Affecting Purchase Decision on Outbound Tourism Packages of Working-Age Tourists
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Abstract
The objectives of this research were to study: 1) image level of tourism business of working-age tourists, 2) marketing mix (7P’s) level of tourism business of working-age tourists, and 3) image and marketing mix affecting purchase decision on outbound tourism packages of working-age tourists. This quantitative research focused on a sample of 400 working-age tourists who had previously engaged in the purchase of outbound tourism packages. A questionnaire was used as the data collection tool. The statistics used were frequency, percentage, mean, and standard deviation (SD) and hypothesis was analyzed using multiple regression analysis.
The study showed that: 1) the overall level of opinions on brand image had the highest average level, 2) the level of marketing mix (7P's) opinion on product had the highest average level, 3) brand image and product/service image factors significantly affected purchase decision on outbound tourism packages of working-age tourists at 0.05 and 0.01 significance level, Additionally, the marketing mix (7P’s) factors on product, individual and personnel, service process, and physical environment factors significantly affected purchase decision on outbound tourism packages of working-age tourists at 0.05, 0.01 and 0.01, respectively.
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