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The objectives of this study were to study a relationship between Thai tourists’ behavior and Thai tourists’ decision making on touring the southern upper part of Thailand, and to study the factors of integrated marketing communication that affect Thai tourists’ decision making on touring the southern upper part of Thailand. Research Methodology: The sample consisted of 385 Thai tourists. Statistics used included Chi-square, and multiple regression. Research findings were as follows 1) Personal information included gender, age, average monthly income, and occupation relates to Thai tourists’ decision making on touring the southern upper part of Thailand, and 2) Integrated marketing communications included sales promotion, events, and direct and interactive marketing relate to Thai tourists’ decision making on touring the southern upper part of Thailand.
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