THE RECOGNITION AND THE FACTORS INFLUENCING OF THE TOURISTS ON THE ATV SPORT PARK IN CHA-AM, PETCHBURI

Abstract

The purpose of this descriptive study were to determine the factors influencing tourists when they choose to visit the ATV sport parks. This research paper focuses on the relevant between the 7Ps of marketing mix and the personal factors. Moreover, we also studied the relationship between the behavior of the tourists and the 7Ps of the marketing mix as well. The representative sample was 400 and selected by the accidental sampling method. After gathering all the data from the representative sample, the data was analyzed by using some statistic tools such as frequency, percentage, average, standard deviation, One-Way ANOVA and Chi-Square Test; and the level of significance of this research paper is 0.05. The result of the study shown that most of tourists would like to visit the parks with their friends and the most activity that they would like to play is driving an ATV in order to survey terrains and waterways. The advertising and location that near tourist spots plays an important role on their decision-making whether they will visit the parks or not. This is because most of them do not put the ATV sport park on their lists in advance. As a result, it can be said that the ATV sport parks are not the main tourist destination when people visit Cha-am, so the 7Ps plays an important role influencing consumer’s decisions.