Factors Influencing the Night Market Tourism Behaviour of Thai Tourists : A Case Study of Srinakarin Train Night Market

Abstract

The purpose of this research “Factors Influencing the Night Market Tourism
Behaviour of Thai Tourists: A Case Study of Srinakarin Train Night Market” is to study
the level of difference in Thai tourists’ opinions on marketing mix (7Ps) based on
charactertic of populations and Thai tourists’ behaviour. The sample sizes for this study
are 400 Thai tourists who visited Srinakarin Night Market. The instrument of the
research is questionnaires and the difference of Thai tourists opinion are analysed and
measured by statistical software in the form of Percentage, Mean, Standard Deviation,
Independent Sample Test, One Way Analysis (ANOVA) and LSD at 0.05 statistically
significant levels. The findings show that the majority of tourist who came to Srinakarin
Night Market are female, aged between 20-30 years, most respondents completed
Bachelor Degree and 89.3 percent of target group are single, most participants work in
private organization and their salary range between 15,001-20,000 baht. Regrading to
their behaviour, most of tourists previously visit the market more than two times; they
come to Srinakarin Train Night Market with friends and colleagues. The average
spending per one visit is around 500 -1,000 baht and then source of information about
Srinakarin Night Market come from friend and colleagues. According to tourists’
opinions, seven marketing mix (7Ps) were respectively ranged in following 1) product 2) place
3) people 4) price 5) promotion 6) process and 7) physical. In addition, the findings
show that Srinakarin Night Market offers variety of products at reasonable price. Social
media is a major tool that can reach tourists easily by customers themselves sharing
market information through Facebook, Instagram, or Twitter. However, Srinakarin Night
Market should improve in terms of physical evidence such as facilities provide in
market, transportation service and public toilet. The result from this study can be
implemented and applied for the entrepreneur of other Day and Night Markets that
have similar characteristic as Srinakarin Night Market