The Level of Tourist’s Opinion on the Use of Marketing Mixed Factors for the Tourism Management in Phichit Province, Thailand

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Nuchpravee Likitsarun
et al.


            This study was to investigate the behavior of Thai tourists, level of marketing mix in tourism management and comparison of the level of marketing mix in tourism management in Phichit, Thailand. 400 Thai tourists coming from other provinces were targeted to collect information by using questionnaire, and all data were analyzed by descriptive statistics, which consisted of percentage, mean, standard deviation, and inference statistics, which used to calculate an average of the level of marketing mix. It tested a hypothesis with T-Test and Analysis of Variance (ANOVA). The test of ANOVA carried out with the use of questionnaire and Scheffe’s method of multiple comparison test. After data collection and analysis of marketing mix, it was found that Thai tourists regarded tourism-related products as the high-level impression for them to revisit its province. In terms of proving the hypothesis, it showed that tourists with different genders, ages, status, educational levels, occupations and incomes stressed the importance of the appropriate level of tourism management based on marketing mix factors, with a statistical significance level of 0.05.


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Likitsarun, N., & al., et. (2018). The Level of Tourist’s Opinion on the Use of Marketing Mixed Factors for the Tourism Management in Phichit Province, Thailand. Journal of Thai Hospitality and Tourism, 13(2), 25–36. Retrieved from
Research Article


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