The 4C's marketing mix that affects the tourism behavior of Generation Z at Siam Square Shopping Center

Abstract

This research is intended to 1) to study the 4C's marketing mix that affects the tourism behavior of Generation Z in Siam Square Shopping Center, and 2) to compare the personal information of Generation Z with the 4C's marketing mix that affects travel behavior at Siam Square Shopping Center. The sample group for this research was Generation Z who came to Siam Square Shopping Center aged 10 - 25 years 383 people. Use a questionnaire to compile information for content validity and reliability used in this research were percentage, Average, Standard Deviation T - Test and F - Test. The results are most of the sample were female 39.20%, Aged between 19 - 25 years 59.50%, Students 60.30%, Average income per week is 2,000 - 3,000 baht 41.50% and income from parents 63.70%. 4C’s marketing mix that affects the behavior of Generation Z at Siam Square Shopping Center showed that Generation Z the behavior from the 4C’s marketing mix at the highest level. When considering found that the requirements of consumers the second is convenience to buy of consumers and communication sequentially. The results of comparing information of Generation Z of 4C’s marketing mix that affects the behavior of Generation Z at Siam Square Shopping Center. Results of comparing Generation Z personal data with 4C's marketing mix that affects the tourism behavior of the Generation Z at Siam Square Shopping Center, it was found that gender, age, occupation, Average income per week and sources of income are different. The 4C's marketing mix affects the tourism behavior of Generation Z in Siam Square Shopping Center differently in all aspects with statistical significance at 0.05 level.