Demographic characteristics and tourist behavior that influence the level of demand in purchasing environmentally friendly restaurant products within the marketing mix

Abstract

This is a quantitative research study with three primary objectives: 1) To analyze demographic characteristics and tourist behavior. 2) To assess the level of demand in purchasing environmentally friendly restaurant products within the marketing mix. 3) To compare demographic characteristics and tourist behavior with the level of demand in purchasing environmentally friendly restaurant products within the marketing mix. This research employed a random sample of 400 tourists visiting the old town area of Songkhla Province. Data collection was conducted through a questionnaire. Statistical analysis included percentages, averages, and F-tests, The research results found the following: 1) Demographic characteristics of tourists indicated that the majority of tourists are female, aged 18-25 years, have a single marital status, and hold a bachelor's degree. Their primary occupation is student. Regarding the behavior of tourists, it was found that the most common reason for using restaurant services/drinks is for food. On average, they use food/drink services 1-2 times per month, with most food/drink expenses ranging from approximately 101 to 500 baht. Typically, these services are used by groups of 3 or more people. Most users utilize the service for 1-2 hours, primarily online from 3:01 p.m. to 8:00 p.m., especially on Saturday-Sunday, etc. 2) The level of demand for the marketing mix is arranged in the following order: process, physical evidence, place, people, promotion, price, and products, respectively. 3) The results of comparing the level of demand in purchasing environmentally friendly restaurant products within the marketing mix, classified according to all demographic characteristics, found no differences. However, when classified according to tourist behavior, only one variable, the reason for using the service, showed a statistically significant difference at the 0.05 significance level.