Confirmatory Factor Analysis of the Service Marketing Mix (7Ps) and Its Impact on Income Generation for Elderly People and Communities in Ubon Ratchathani Province

Abstract

This study aims to employ Confirmatory Factor Analysis (CFA) to test the validity of the conceptual structure of the Services Marketing Mix (7Ps) that impacts income generation for elderly people and communities in Ubon Ratchathani province. The current situation demonstrates that elderly people represent a valuable resource for driving community-based tourism. However, the lack of clarity in implementing services marketing strategies remains an obstacle to sustainable income generation. The study encompasses data collection from a sample of 310 participants, comprising elderly people, community members, and tourists, through a questionnaire that has undergone validation for content validity (IOC) and reliability (Cronbach's Alpha > 0.80).The CFA results confirm that observed variables have statistically significant relationships with latent variables across all 7 components, with standardized factor loadings ranging from 0.52 to 2.19. The People component demonstrates the highest importance (R² = 0.78), followed by Process (R² = 0.75), Product (R² = 0.69), Price (R² = 0.68), Place (R² = 0.65), Promotion (R² = 0.52), and Physical Evidence (R² = 0.48). The findings confirm that the 7Ps Services Marketing Mix structure is comprehensive and consistent with empirical data.The results demonstrate that the People component reflects the significance of human resource development, particularly in service skill training, digital literacy, and enhancement of elderly people's capabilities. The Price component shows that creating Emotional Connection through Storytelling enables tourists to accept premium pricing, reflecting social marketing principles. The Place component requires an Omnichannel Strategy integrating local markets, online channels, and homestays. The study confirms that the 7Ps These findings can be applied to develop systematic policies and strategies for community-based tourism, enabling elderly people to transition from consumers to value creators and generate sustainable income for themselves and their communities.