Marketing Mix Factors Affecting to Decision Making of Tourists on Using Thai Massage Service from Wat Pho Thai Traditional Medical School

Abstract

The objectives of this research are: 1) to study on decision making of tourists on using Thai massage classified by personal factors; 2) to study on marketing mix factors affecting to decision making of tourists on using Thai massage service from Wat Phi Thai Traditional Medical School; and 3) to study on differences among influences of marketing mix factors affecting to decision making onusing Thai massage service from Wat Phi Thai Traditional Medical School between Thai and foreign tourists. The researcher collected data from 400 Thai and foreign tourists who decided to useThai massage service from Wat Phi Thai Traditional Medical School.Obtained data were analyzed by using percentage, t-test, One-way ANOVA, Pearson’s Correlation Analysis, and Simple Multiple Regression Analysis.

The results revealed that: 1. In overall picture, decision making of tourists on Thai massage service from Wat Phi Thai Traditional Medical School classified by personal factors was different based on factors on age, status, and occupation with statistical significance at 0.01. 2.Influences of marketing mix factors affecting to decision making of tourists onThai massage service from Wat Phi Thai Traditional Medical School werephysical characteristics (b=0.30) and public relations (b=0.20)that could be written as multiple regression equation as follows: Y= 1.92+0.05 X₁+0.07X₂ +0.01X₃+ 0.20 X₄ **+0.05X₅+ 0.05X₆ +0.30X₇**whereas predictive accuracy of such equation was 37%.