Satisfaction in Marketing Mix Factors of Chinese Tourists at Tourist Attractions in Guangxi, The People’s Republic of China
คำสำคัญ:
Chinese Tourists, Satisfaction, Tourist Attractions in Guangxi, The People’s Republic of Chinaบทคัดย่อ
Previous studies have primarily focused on general satisfaction or individual elements of the tourism experience without comprehensively analyzing how different demographic groups perceive these factors. This study addresses this gap by examining how gender, age, income, education, and occupation influence satisfaction levels, providing a more detailed understanding of tourist behavior in Guangxi. Therefore, the purposes of this research were 1) to study the satisfaction level of Chinese tourists at tourist attractions in Guangxi, the People's Republic of China, and 2) to compare the satisfaction towards tourist attractions classified by gender, age, income, education, and occupation of Chinese tourists. The sample group consisted of 445 Chinese tourists who experienced tourism at tourist attractions in Guangxi province in 2023. The research tool was an online questionnaire. Data were analyzed through descriptive statistics and inferential statistics. The researcher analyzed the data using a statistical package software program. The results showed high satisfaction with all marketing mix factors (7Ps), including product, price, place, promotion, people, process, and physical evidence. People had the highest average value, followed by promotion, physical evidence, product, process, place, and price, respectively. The differences in demography of gender, age, education, and occupation result in different levels of satisfaction among Chinese tourists at tourist attractions in Guangxi, the People's Republic of China. All these factors were statistically significant at 0.05 level in T-test and One-way ANOVA.
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