MARKETING MIX FACTORS THAT AFFECT THAI TOURISTS' DECISIONS IN CHOOSING SERVICES. ACCOMMODATION NEAR THE TOURIST ATTRACTION WAT PHA TAK SUEA, SANGKHOM DISTRICT, NONG KHAI

Abstract

This research aimed to : 1) To study the behavior of choosing accommodation services in the tourist area of Wat Pha Tak Suea 2) To study the level of marketing mix factors and the decision level of Thai tourists in selecting accommodation services and 3) To compare different personal factors affecting Thai tourists' decisions in choosing accommodation services. The research instrument contained 1) Questionnaire on personal factors and behavior of Thai tourists choosing to use accommodation services. It is in the form of a checklist and 2) Questionnaire on marketing mix factors and Thai tourists' decisions in choosing accommodation services. It is a scale of estimation. The research findings exposed that: 1) Behavior in selecting accommodation services in the tourist area of Wat Pha Tak Suea The purpose is to relax. Choose private accommodations separated into individual houses. By contacting the property's phone number directly. decide for yourself and costs 601–1,000 baht/night. 2) Thai tourists' opinions on the overall marketing mix factors are at a high level. As for tourists' decisions in selecting accommodation services, they are given the highest level of overall importance and 3) Personal factors of Thai tourists, including gender, age, education level, occupation, and monthly income, have different effects on the decision of Thai tourists in selecting accommodation services in the tourist area of Wat Pha Tak Suea, Sangkhom District, Nong Khai Province. Not significantly different at the 0.05 level.