The Influence of Marketing Mixed Factors on Tourists Decision Making for Visiting the Agro-Tourism Attraction: A Case Study of Suan Sala Athit Agro-Tourism Attraction, at Ban Na San District, Surat Thani Province, Thailand

Abstract

          The objective of this study is to study the influence of the marketing mixed factors on tourists’ decision making for visiting the Agro-tourism attraction: a case study of SUAN SALA ATHIT at Ban Na San District, Surat Thani Province, Thailand. The sample size is 377 Thai national tourists at SUAN SALA ATHIT. The data collecting instrument is a close-ended and open-ended questionnaires with the use of the analytical method of descriptive statistics i.e. frequency, percentage, mean, and standard deviation, and for the inferential statistics, those are a t-test and a one-way ANOVA. The findings reveal that (1) most of the tourist in the SUAN SALA ATHIT Agro-tourism attraction live in Surat Thani Province, female, age between 20 – 39 years, Education level: Bachelor degree, occupation is most an agriculturist with the income of more than 10,000 baht to 15,000 baht, and most of them be married and (2) the most influential marketing mixed factors for the decision making of the tourists are Products, Personnel, Process, Price, Place (Distribution Channel), Promotion, and Physical Evidence respectively, and (3) for the hypothesis testing, it was found that the tourists who have a different domicile, gender, education, income, and marital status, have received different impacts from those marketing mixed factors for their decision making to travel to the SUAN SALA ATHIT Agro-tourism attraction, at the 0.05 significant level; however, with the different age and occupation, they did not receive a different impact from any marketing mixed factors that were set. The study will be beneficial to SUAN SALA ATHIT at Ban Na San District and others to improve the marketing strategies in the future.