Causal Relationship Model of Marketing Mix Affecting Travel of Chinese Tourists in Chiang Mai Province

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Issarapong Poltanee
Umaporn Boonphetkaew


The aim of this research is to develop a causal relationship model and examine the coherence of the model with the empirical data on the marketing mix affecting the travel of Chinese tourists in Chiang Mai. The sample consisted of 240 Chinese tourists traveling to Chiang Mai using the purposive sampling method. Structural equation modeling was used to analyze the data.

The results of the research showed that: 1) the causal relationship model was harmonious with the empirical data; For the root index of the squared mean of the estimate, the relative chi-square (CMIN/DF) is 1.528, which is less than 2, the GFI is 0.911, which is greater than 0.90, and the CFI (comparative fit index) is 0.957, which is greater than 0.90. Assessment (RMSEA) was 0.052, which is less than 0.08. 2) The models were consistent with the empirical data on educational issues in the physical environment, price, distribution channel promotion, service provider, and service process, and the product had a statistically significant direct influence at the level of 0.001. The results of this research are very useful to academics in the field of expanding and building on the knowledge of the relationship of marketing ingredients in order to be able to develop tourism to accommodate Chinese tourists, especially with the emphasis on product development that promotes the process of marketing ingredients consistently as a model so that the results of the study can be formulated as a plan to accommodate tourists.

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How to Cite
Poltanee, I., & Boonphetkaew, U. (2024). Causal Relationship Model of Marketing Mix Affecting Travel of Chinese Tourists in Chiang Mai Province. Journal of Thai Hospitality and Tourism, 19(1), 66–77. Retrieved from
Research Article


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