UNDERSTANDING MARKETING MIXES INFLUENCING SOUVENIR PURCHASE SATISFACTION OF JAPANESE VISITORS TO THAILAND
Keywords:
Marketing mixes (4Ps), Satisfaction, Souvenir, Japanese touristsAbstract
Japanese tourists are also known for placing a significant importance on souvenir purchases. For Thai travel industry, Japanese tourists still remain as one of the most lucrative markets because of their high spending tendency which is only second to Chinese and Malaysian tourists. These two factors combine to make Japanese tourists a potential market for souvenir-related businesses in Thailand. This study examines the marketing mixes that influence the souvenir purchasing behavior of Japanese visitors to Thailand, with emphasis on purchase satisfaction. Factor and linear regression analysis were combined to analyze self-administered questionnaires from 413 Japanese visitors. The results of hypothesis testing indicated that product attributes and promotional mix have substantial influence on the overall satisfaction of Japanese souvenir buyers. From the finding, the paper suggests how Thai entrepreneurs and related organizations could improve their souvenir products and services.
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