The Significant Level of Marketing Mix Of Tourist Sites With Faith Naga Story In The Northeast Region (Udon Thani Province - Nong Khai Province - Bueng Kan Province - Nakhon Phanom Province) Thailand

Abstract

This research aims: 1) to study the significance of marketing mix at tourist sites connected to the belief in nagas in the northeast of Thailand (the provinces of Udon Thani, Nong Khai and BuengKan); 2) to compare the significance of marketing mix factors at tourist sites connected to the belief
in nagas in the northeast of Thailand (Udon Thani, Nong Khai and Bueng Kan). This study is quantitative reseach. The participants were Thai tourists who believe in nagas and had traveled to the research sites -- that is, Udon Thani, Nong Khai and Bueng Kan. In total, there were 400 participants. The
statistical techniques employed to test the marketing mix factors are the t-test and one-way ANOVA/ F-test. In total, the research found that the marketing mix in the tourist attractions connected to the belief in nagas in the northeast of Thailand (Udon Thani, Nong Khai and Bueng Kan) has a significance
of 4.04. Considering each factor, it was found that most participants agreed at a high level, and the average of each of the highest factors can be ordered as Product (4.16), Physical evidence (4.09), Promotion (4.04), Process (4.03), People (4.02) and Price (4.01). The aspect that has the lowest level
is Place (3.92). Comparing the significance of the marketing mix at the tourist attractions connected to the belief in nagas in the northeast of Thailand (Udon Thani, Nong Khai and Bueng Kan), the research results found that gender, age, the level of education, hometown, and average income do
not have a different significant statistic to the marketing mixs (7Ps). Therefore these results are not related to the hypothesis in the research. With regard to tourists with different marital status and
average income, there was a statistically significant difference at the level of 0.5.