Factors Affecting the Behavior of Tourists the Sandbox Format in Thailand

Abstract

The objectives of this research were 1) to study behavioral factors affecting sandbox tourists in Thailand and 2) to study marketing mix factors (7P's) affecting sandbox service selection in Thailand. It is quantitative survey research. The population used in the study was the population living in Bangkok. A sample of 400 people was used, using a questionnaire as a tool for data collection. Data were analyzed by statistical methods, including mean and standard deviation and the relationship between the variables was analyzed by the multiple regression analysis method. The results of the research revealed that 1) Factors affecting the behavior of sandbox tourists in Thailand: it was found that males were more than females, aged between 21 and 30 years old, and their average monthly income was in the range of 25,001 to 30,000 baht. Behavior toward tourists in sandbox format in Thailand includes website channels, and social media platforms which were factors affecting tourism in sandbox format as channels for searching for information to support their travel decisions and 2) marketing mix factors (7P's) that affect tourists in the sandbox format in Thailand consist of product and service factors, price factor personnel factor, and process factors. The mix factors affect the decision of tourists in the form of a sandbox in Thailand with a statistical significance level of .05.