THE IMPORTANCE OF MEDIA IN INFLUENCING DINING CHOICES ON DINNER CRUISES ALONG THE CHAO PHRAYA RIVER BANGKOK PROVINCE
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Abstract
The purpose of this research are to study the importance of media affecting the selection of dinner services on cruise ships at the Chao Phraya River. Bangkok Province and to study the different demographics of Thai tourists that affect giving. The importance of choosing dinner services on a cruise ship Ran Na Chao Phraya River, Bangkok Province. This research used as the data collection tool, with data gathered through convenient random sampling. A total of 400 valid questionnaires were returned for analysis. For statistical analysis, the researcher used mean (), standard deviation (S.D.), and One-way ANOVA to test the hypotheses. The findings of the study are as follows: (1) The majority of respondents were female, aged between 21-30 years, predominantly students, with a monthly income of less than 10,000 Baht. (2) Descriptive statistical analysis showed that the mean scores of all research variables said a moderate-to-high level of perceived importance. (3) The results from the One-way ANOVA analysis revealed that demographic factors such as gender, age, and occupation did not significantly affect the importance of media in selecting dining services on the cruise along the Chao Phraya River at the 0.05 significance level. However, income level significantly influenced the perceived importance of media, particularly the poster type, with statistical significance at the 0.05 level. (4) The recommends that managers implementing online marketing strategies using media should prioritize the selection of appropriate media types for advertising and online marketing to ensure comprehensive media exposure for tourists.
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