Service marketing mix affecting Thai Tourist’s satisfaction for Lampang province cultural tourist attractions

Abstract

This research had the objectives to study 1) levels of opinions in service marketing mix factors and satisfaction of Thai tourists for Lampang province cultural tourist attractions and 2) service marketing mix affecting satisfaction of Thai tourists for Lampang province cultural tourist attractions.  The research area was Lampang province cultural tourist attractions.  The sample was Thai tourists who came to visit Lampang province cultural tourist attractions totaled 385 persons.  The research tool used was an online questionnaire then used descriptive statistics e.g. percentage, means and standard deviations and inferential statistics: the Multiple Enter Regression Analysis.

            The research results found that 1) the level of opinions concerning the service marketing mix and satisfaction of the Thai tourists in Lampang province cultural tourist attractions was at the level High 2) the results of the Multiple Enter Regression Analysis revealed that Product, Promotion, Personnel, Process and Physical Evidence affected satisfaction of the Thai tourists for the Lampang province cultural tourist attractions at the statistical significance level of 0.05 while Price and Place did not have influence over satisfaction of the Thai tourists for Lampang province cultural tourist attractions at the statistical significance level of 0.05.