Marketing communication factors affecting the decision to select agritourism services at the Thai-Denmark Farms

Abstract

This research aims to 1. study different of the demographic characteristics affecting the decision to select agritourism services at Thai-Denmark farms. 2. Study marketing communication factors affecting the decision to select agritourism services at Thai-Denmark farms. The sample group used in this study was 400 agritourism tourists who visited the Thai-Denmark farms. Collected data were questionnaire using the convenience sampling technique. The research instrument was a questionnaire. Data analysis and statistics used included percentage, mean, standard deviation, T-test, F-test, and multiple regression analysis.

The results found that, the sample group had opinions about marketing communication factors at the highest level. When considering each in terms found that, the advertising aspect had the highest mean value, followed by digital marketing and public relations, respectively. For the hypothesis testing results, it was found that personal factors of gender had a statistically significant effect on the decision to select agritourism services at Thai-Denmark farms at a statistical level of 0.05. Moreover, the marketing communication factor most affecting the decision to select agritourism services at Thai-Denmark farms was in terms the public relations (Beta = 0.566), followed by the digital marketing (Beta = 0.280) and the advertising (Beta = 0.075), respectively. The results of the study, able the Thai-Denmark Farms, to develop a more efficient approach for agritourism services marketing communication activities. Able to define marketing strategies and approaches to reach target groups that meet the needs of tourist groups and to stimulate tourists' decision-making. It is an increase in income for the agritourism services industry of the Thai-Denmark Farms. Moreover, the results of the study lead to academic knowledge in tourism management. For business, organizations that want to promote tourism in terms of tourist attraction identity, diversity of tourism formats, facilities in tourist attractions, accommodation and access to tourist attractions to attract more tourists to relax on their holidays