Marketing Factors and Behavior of Tourists Visiting Red Lotus Floating Market, Nakhon Pathom

Abstract

    The research on marketing factors and behaviors of tourists who visited Red Lotus Market aimed to: 1) study behaviors of tourists who visited Red Lotus Floating Market and 2) study marketing factors that influenced Red Lotus Floating Market tourism. The research samples were 400 tourists who visited Red Lotus Floating Market gaining from non-probability sampling focusing on convenience sampling method. The data were analyzed using basic statistics including percentage and means. Factor analysis and principal component analysis were carried out using varimax rotation method to analyze correlation among variables as well as to group similar variables into dimensions. The study found that, according to marketing factors related to tourism at Red Lotus Floating Market, the sample placed importance on the overall perspective at the high level (  = 3.67, S.D. = 0.836). The marketing factor analysis of Red Lotus Floating Market showed that the marketing factors consisted of transportation and facilities, marketing promotion, service fee and security.