Marketing Communication Affecting Buying Decision of Products and Services in Wellness Tourism in Chiang Rai Province
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Abstract
The purpose of this research was 1) to study demographic factors 2) to study marketing communication factors influencing the buying decision for products and services in wellness tourism 3) to propose the development of marketing communication for the decision to buy products and services in wellness tourism destinations. The research methodology was mixed method. It started with a quantitative research method by collecting questionnaires with 400 Thai tourists using a multi-stage sampling method. The quota random sampling method was used by selecting 4 wellness tourism destinations in Chiang Rai and 100 samples representing each destination. Then convenient sampling was used. For the data analysis are descriptive statistics and inferential statistics, t-test, F-test, and Multiple Regression Analysis (MRA). The research results 1) Demographic factors found that different education and monthly income had different effects on the decision to purchase products and services (p< 0.01 and p< 0.05) and 2) Marketing communication factors found that sales promotion and direct marketing affect the decision to purchase products and services. Then the data obtained was used for focus group of qualitative research to propose the development of marketing communication from 12 tourism stakeholders. It was found that 1) sales promotion should have product and service promotions in cooperation with various entrepreneurs and 2) direct marketing should use their existing tourist databases to offer discounts and other activities to lead the decision to purchase products and services.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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